Social Media for Social Change

WORKSHOP:
SOCIAL MEDIA FOR SOCIAL
CHANGE
Mia Northrop
New Zealand Diversity Forum 2010

Monday, 23 August 2010 1

AGENDA

• Deﬁnition of social media

• Overview of three key social media sites

• Measuring social media activity

• Social media strategy basics

• Key social media resources


ABOUT ME
• Experience Lead at Symplicit, a user experience consultancy in
Melbourne, Australia

• Do research, strategy and design for digital products like
websites, mobile phone applications, touch screen kiosks and
anything else with a screen

• Organised the event Vindaloo Against Violence that attracted
17,000 protesters against racism and violence

• Set up and promoted the event through Wordpress, Facebook
and Twitter and watched it spread like wildﬁre from 100
friends to over 35,000 people

WHAT IS SOCIAL MEDIA?

• Web-based technologies that allow people to generate
content, engage in peer-to-peer conversations and exchange
content

• It blends social interaction, user-generated content and
internet and mobile technology


FORMS OF SOCIAL MEDIA
Communication Game sharing: Kongregate, Miniclip
Blogs: Blogger, LiveJournal, TypePad, WordPress
Multimedia
Microblogging: Foursquare,, Tumblr, Twitter,
Yammer Photography and art sharing: Flickr,
Photobucket, Picasa
Social networking: Facebook, MySpace
Video sharing: Viddler, Vimeo, YouTube
Events: Eventful, Meetup.com, Upcoming
Livecasting: Livestream, Skype, Ustream
Information Aggregators: Netvibes, Twine
Music and audio sharing: Last.fm, Pandora
Online Advocacy and Fundraising: Causes
Presentation sharing: scribd, Slideshare
Collaboration
Reviews and opinions
Wikis: Wikimedia
Product reviews: epinions.com, MouthShut.com
Social bookmarking : Delicious, StumbleUpon
Business reviews: Customer Lobby, Yelp, Inc.
Social news: Digg, Reddit, Newsvine
Community Q&A: Askville, WikiAnswers, Yahoo!
Answers
Entertainment
Virtual worlds: Second Life, The Sims Online
Source: http://en.wikipedia.org/wiki/Social_media


IMPACT OF SOCIAL MEDIA
According the to Center for the Digital Future 2008 Report,
participation in online communities dramatically increases
participation in social causes:

• 87% of online community members are participating in causes
that are new to them since they got involved with the
community

• 21% of members said their involvement in non-proﬁts had
increased

Source: http://www.slideshare.net/ischafer/social-media-for-social-good-presentation


SOCIAL MEDIA MARKETING

Programs that centre on efforts to create content that attracts
attention, generates online conversations, and encourages
readers to share it with their social networks. The message
spreads from user to user and resonates because it is coming
from a trusted source, as opposed to the brand or company
itself.

And it results in something tangible for your organisation.

Source: http://en.wikipedia.org/wiki/Social_media_marketing


SOCIAL MEDIA STRATEGY

Who? What? When? Why?

Programs that centre on efforts to create content that attracts
attention, generates online conversations, and encourages
readers to share it with their social networks.
Who Where? How?
among?

And it results in something tangible for your organisation.
What?


CASE STUDY: OLD SPICE

• Social media campaign to expand appeal of
Old Spice body wash to women (buyers) and
men (buyers and users)

• Launched on YouTube and tapped into
Twitter, Facebook and Reddit

• Sales rose 107% in the last month

• Case study video


FACEBOOK


FACEBOOK FAST FACTS
• Over 500 million active • Average user is connected
users, 50% of which log on to 80 community pages,
to Facebook in any given day groups and events

• Average user has 130 • Average user creates 90
friends pieces of content each
month
• People spend over 700
billion minutes per month • About 1,435,000 users live
on Facebook in New Zealand

Source: http://www.facebook.com/press.php#!/press/info.php?statistics ; http://socialmedianz.posterous.com/number-of-new-zealanders-on-facebook-in-2010


FACEBOOK TOOLS

• Create a public Facebook • Selector develop your own
Page applications

• Choose the tabs • Run text or graphic ads and
(applications) that your page target by location, interest
will include eg wall, info, and age
discussions, photos, videos,
e-commerce store, notes, • Seta daily ad budget and
reviews pay according to whether
you want people see or click
on your ad
Source: http://www.facebook.com/advertising/


FACEBOOK INTERACTION
• Posts will appear in your • Fanscan also post things to
fans’ news feeds your page, if you let them

• Posts might be status • Their friends will see that
updates, notes, links to they have posted, liked,
articles, videos, photos or shared and commented via
other content their own news feed

• Fans can like, share and
comment on the things you
post from their news feed
or directly on your page


http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing


MEASURING FACEBOOK
ACTIVITY
• Facebook Pages Insights tool measures:

• trafﬁc to your pages

• how many people commented on your post

• how many people see your posts in their news feed, viewed photos or videos, interacted with
discussion topics

• the gender and age range of users


MEASURING FACEBOOK
ACTIVITY
• Facebook Ad Manager tool measures:

• Standard metrics like the number of times your ad is shown and the number of times your ad is
clicked

• Demographic metrics about the people who are clicking on your ad like age, gender and
location

• Proﬁle metrics about the people who are clicking on your ad like interests, favourite movies and
books

• Conversion metrics


ACTIVITY: TARGET AUDIENCE
•Who would your
organisation want to talk
to on Facebook?

•Who would you want
to know about your
organisation?

•Who on Facebook
would you like to hear
from?


YOUTUBE


YOUTUBE FAST FACTS
• Each month 47% of the • 51% of users go to YouTube
world’s internet population weekly or more often, 52%
visits YouTube and spends of 18-34 year-olds share
about 57 mins viewing videos often with friends
videos and colleagues

• Every minute, 24 hours of • YouTube videos can be
video is uploaded embedded into sites, blogs,
viewed on mobile devices
• Users are18-55, evenly and from TVs and gaming
divided between males and consoles
females
Source: http://www.youtube.com/t/fact_sheet ; http://blog.nielsen.com/nielsenwire/online_mobile/social-media-accounts-for-22-percent-of-time-online/

YOUTUBE TOOLS

• Create a YouTube channel • Runoverlay ads, promoted
where you can upload videos and banner ads on
videos others’ video content

• Add annotations to videos
to give people more info or
a call to action when it ends

• Create a YouTube brand
channel with a custom
design

YOUTUBE INTERACTION
• People can subscribe to • People can embed the video
your channel and be notiﬁed into their own site or blog
when you upload new and share it via other forms
videos of social media

• For each video, people can • Peoplecan ‘friend’ you, send
watch, like, dislike, comment, you messages and comment
vote on others’ comments, on the channel page
reply to comments, save to
playlists or add to favourites

• Replies can be videos too


MEASURING YOUTUBE
ACTIVITY
• YouTube Insight tool measures:

• how many times your video has been viewed and its unique users

• how people discovered your video (e.g. from a related video link, keyword search, from your
channel page, Google etc)

• the popularity of your video (likes and dislikes)

• age range and gender of viewers

• the number of ratings, comments and favourites

• the geographic location of viewers

• how many people subscribed or unsubscribed

ACTIVITY: CONTENT
•What do you want to say? What do people want to know about?
•Are you providing customer support with instructions and how tos, trying to attract new
prospects with case studies, or simply building a list of subscribers?

•What format is the best way to communicate it? Text, audio, video, images?
•How frequently does it need to be updated? What will be evergreen vs regularly refreshed?
•What tags or metadata will you use to describe your content so search engines can ﬁnd it?
•Who will moderate the comments that people leave? Who will respond to comments? Who
will comment, rate and reply on others’ content to fully participate in the community?

•What will make the content be ‘shareworthy’?


TWITTER


TWITTER FAST FACTS

• More than 190 million users
with about 25 million in Asia
Paciﬁc

• Users send 65 million tweets
per day

• 54% are aged 18-34 years

• 53% female, 34% male,
median age 31
Source: http://techcrunch.com/2010/08/11/twitter-still-grew-109-percent-in-june-fueled-by-global-visitors/ ; http://techcrunch.com/2010/06/08/twitter-190-million-users/ ; http://
www.slideshare.net/coreindustries/social-media-for-social-good-3177063


TWITTER TOOLS

• Create a Twitter proﬁle page
and customise the
background

• Set up public or private
groups, or lists, to categorise
the people you follow

• Create saved searches to
monitor the mention of
keywords or phrases

TWITTER INTERACTION
• Send messages with • Peoplecan rewteet your
embedded hyperlinks and tags message so that all their
followers see your original
• Users follow you. Your tweets tweet
appear in their timeline
• Send direct messages privately
• People reply to your tweets to those that you follow and
and their followers will see the who follow you back
reply
• Find relevant companies and
• You can favourite a tweet individuals to follow. Their
tweets appear on your
timeline.


MEASURING TWITTER
ACTIVITY
• Twitter tools, available from third parties, measure:

• how many people have clicked on your hyperlinks

• geographic regions of those who have clicked

• most commonly used hashtags and others using the same hashtags

• impact score and influencer type

• who is influenced by you and who influences you as well as your most influential topics

• true reach

• positive and negative sentiment about you

MEASURING TWITTER
ACTIVITY
• Twitter tools, available from third parties, include:

• Hootsuite

• Twitalyzer

• Klout

• wefollow.com

• twittercounter.com

• Tweetdeck

• CoTweet

ACTIVITY: CROSS-PROMOTION
•Who will comment, rate or reply on others’ content to cross-reference your
own? Which other content owners are worth building afﬁnity with and
creating dialogue?

•What existing websites or other digital properties will need to be updated
with references to your social media presences?

•What content from your social media presences could be integrated with
your existing websites? What section of the website does it best belong?

•What printed material will need to be updated with references to your
social media presences?

•What marketing support can be given to make people aware of your social
media presences?

•What will be the signs to decommission a particular social media presence?


"Vision without execution is a daydream. Execution without
vision is a nightmare."

-Japanese Proverb


• Organisational readiness is the ﬁrst step

• Think about the level of engagement you have now with your constituents
and how many channels you use to engage them and where you want to
end up

• Need to prepare and align internal roles, policies, processes and
stakeholders with the organisational objectives you have for social
media

• Embracing social media is not just as a one off campaign but a way of
doing business that impacts all areas of the organisation


Research the customer proﬁle

• Where are your constituents likely to be on online and who are they
inﬂuenced by? Who trusts them?

• What are their online social behaviours? Do they watch, share, comment,
produce or curate information? Where?

• What social information or people do they rely on? Gurus, mavens,
communities.

• How do they use technologies in the context of your services?

• Monitor how your organisation or brand is being talked about.
Source: http://www.slideshare.net/CIC_China/social-strategy-getting-your-company-ready

• Analyse the market. What are local and international organisations
similar to yours doing with social media?

• Do an audit of what your organisation is doing now with social media.
What are employees doing personally and professionally? Are there any
internal experts? Look beyond Gen Y.

Processes

• Organisational models: centralised, handled by one person or department
vs organic, experimental, uncoordinated vs hub coordinating satellites vs
coodinated honeycomb where each employee is empowered

• Crisis response plan: think about a triage map if it does not go according
to plan.

Policies

• Disclosure & ethics policy for staff and consumers

• Social media policy for staff

• Community policy for consumers (applies to blogs, comments on Youtube
etc sets standard of behaviour)

• Internal education to get buy in and organisation change

People

• Social strategist, community manager, agencies, customer advocates


SOCIAL MEDIA RESOURCES

• PR on Facebook

• EngagementDB

• Mashable

• Altimeter Group

• Slideshare - “social media for social good”


QUESTIONS?


THANK YOU


Social Media for Social Change

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