Download - social media for social change
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Social Media for Social Change
Leveraging Social Media for
National Service Programs
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What is Web 2.0 and Social Media?
Web 2.0 is a way of thinking about how knowledge is created, shared, managed, and leveraged using technology.
Web 2.0 is NOT a particular look, feel, or design – nor is it limited to just the Internet.
Social media are web and mobile tools used for sharing and discussing information.
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Web 1.0 vs. Web 2.0
Web 1.0 was about reading Web 2.0 is about writing
Web 1.0 was about owning Web 2.0 is about sharing
Web 1.0 was about companies Web 2.0 is about communities
Web 1.0 was about home pages Web 2.0 is about blogs
Web 1.0 was about portals Web 2.0 is about RSS and syndication
Web 1.0 was about taxonomy Web 2.0 is about “tags” and folksonomy
Web 1.0 was about Netscape Web 2.0 is about Google
Web 1.0 was about wires Web 2.0 is about wireless
Web 1.0 was about dialup Web 2.0 is about broadband
Adapted from www.joedrumgoole.com
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Social media is a conversation between people…
Supporters Participants Audiences
Donors Thought Leaders
And guess what???
The conversation is NOT controlled…
Not organized…
Not on message…
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There are over 133 million bloggers creating 900,000 blog posts every 24-hours.
If Facebook were a country, it would be the third most populated place in the world - with more than 350 million active users.
Wikipedia currently has more than 13 million articles in more than 260 different languages.
Social Media Use
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Since April 2009, Twitter has been receiving around 20 million unique visitors to the site each month.
Formed in 2004, Flickr now hosts more than 3.6 billion images.
Close to 20 hours of video are uploaded to YouTube every minute.
The average U.S. Internet user spent an estimated 68 hours online (both at home and at work).
Social Media Use
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Why Now?
Better access to technology for the average user – higher speed internet connections, faster computers, better cell phones, etc
Millennials are known as “digital natives,” having lived with the internet all of their lives.
Young people are beginning to expect and demand others use online media to recruit, communicate, engage, and manage knowledge.
Those who use technology will outlast those who don’t.
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Why does it matter?
Web 2.0 and social media technologies are about connecting people information and each other so they can better create and collaborate.
This user-driven form of community development is becoming an essential driver of civic engagement.
We need to be in touch with how our constituents interact and communicate both with us and each other.
Web 2.0 and social media technologies will help strengthen and enhance traditional communication, recruitment and training
strategies.
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What am I missing out on?
Viral nature of Web 2.0 and social media technologies
Improved customer service
Increased storytelling
Better communication and collaboration
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Social Media Listening Literacy
Listening is knowing what is being said online about your organization and the field.
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Beth Kanter, Beth’sBlog http://beth.typepad.com
CRAWL WALK RUN FLY
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Capacity
Beth Kanter, Beth’sBlog http://beth.typepad.com
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How will you organize listening?
Who will do the listening and responding?
Response policy?
How much time will you allocate?
How will you analyze the results and share insights?
How will you know if listening has be useful?
Beth Kanter, Beth’sBlog http://beth.typepad.com
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Beth Kanter, Beth’sBlog http://beth.typepad.com
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Blog
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Blog
Stay connected
Easily share updates
Quickly post recent information
Promote upcoming events
Disseminate best practices and share resources
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Podcast
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Podcast
Easily broadcast important information
Create expert interviews
Share conference sessions
Encourage learner content production
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Use as a listening tool
Gather and share information in your field
Distribute news and information
Communicate with your community
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Video On Demand
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Video On Demand
Show people what your program is about
Video Volunteer Desccriptions
Demonstrate skills on video for easy referral
Video updates with news and information
Video record workshops and sessions
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Photo and Slide Sharing
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Photo and Slide Sharing
Event support and continuation
Group discussion of shared presentations
Embedding of presentations in sites and blogs
Maintain stock of training photos
Encourage member/chapter photo sharing
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Social Networking
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Social Networking
Nonprofit identity for communication with ‘fans’
Team and community support
Aggregation of social media applications
Information about events
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Social Bookmarks
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Social Bookmarks
Collect, share resources
Transmit as feed to your sites and blogs
Supplement events and on-demand training
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Wikis
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Wikis
Collaborative knowledge from team
Collaborative management of resources
Create a community of practice to facilitate communication, share knowledge, and generate effective practices
Organize, consolidate and archive processes and procedures for large planning events like Days of Service or conferences
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Virtual Worlds
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Virtual Worlds
Virtual conferences and seminars
Resource “island” for education
Team meetings and collaboration spaces
Simulations
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Example
Facebook Causes
http://www.amysampleward.org/2008/12/16/my-birthday-cause-free-geek/
Birthday Cause
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Example
LOLseals Photo Caption Contest
Humane Society
3,000 submissionshelped get about 2,000 new email addresses
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ExampleMLK Day of Service
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Example
March of Dimes
Video Contest
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Challenges
Productivity and Efficiency
Firewall, security and bandwidth issues
Confidentiality
Policies
Participation, or lack thereof
Fragmentation
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THE
SOCIAL MEDIAGAME
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Goals of the Game
There are no winners or losers to the Social Media Game.
This game is intended to help you to understand the basic
mechanics of the social web and strategize online communications
through Web 2.0.
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How It’s Played
30 Social Media Cards in 4 categories: Collaboration, Media Content/Networking, Online Broadcast, and Communication Tools. Each card costs credits.
You receive an Objective card. You have 12 credits to spend. Discuss, examine, and choose the tools that best achieve your objective in 10 minutes.
You will receive a Situation Card that offers an Opportunity (gain credit), a Dilemma (lose credit), or a Wild Card (more credit to choose another Social Media Card or create your own Social Media Card). Re-strategize using the Situation Card. You are given only 10 more minutes.
Present to the group your objective, situations and strategy on how to use social media tools to achieve your goal.
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Objectives
Identify Audience
Review the Strategy Approaches
Pick Tools
Report: Strategy
Full Group Discussion: What did you learn that you can apply?
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Reflection
What did you learn that you can apply to your social media strategy?
What help or resources do you need to move forward?
What’s one small thing you can do?
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Resources
CNCS’s Resource Center www.NationalService.gov/Resources
TechSoup www.techsoup.org
Beth's Blog: How Nonprofits Can Use Social Media beth.typepad.com
NTEN: Nonprofit Technology Network www.NTEN.org