GET CONNECTED: SOCIAL MEDIA FOR SOCIAL GOOD

OVER 200 MILLION WOMEN

STRONG INTERNATIONAL

CONSENSUS

TRIPLE WIN FOR WOMEN, CHILDREN AND

THE PLANET

Women around the world want access to voluntary family planning;

Voluntary family planning saves lives, improves health and enhances human rights;

Voluntary family planning is a win-win opportunity to reduce emissions by providing a service that hundreds of millions of women want.

COORDINATED DIGITAL CAMPAIGN

#womenrio hashtag

Blogger briefing

Content curation with Storify

Network development

OUR PLAN FOR THIS SESSION

1.Talk about the changing media landscape

2.Explore new digital channels

3.Discuss opportunities and challenges in your work as leaders and advocates

4.Share case studies

5.Small group practice

SECTION 1: STATE OF THE MEDIA

TODAY

ONLINE NEWS GROWS, OTHER MEDIA SHRINKS

Audiences Turn to WebPercentage Change in Audience, 2009-2012

Source: Nielsen Media Research, Pew Research Center for the People & the Press, Audit Bureau of Circulations

Series1

17.1

-1.5-3.4

-5-6

-8.9

-13.7

Online

Local TV Network TV Newspapers Audio Magazines Cable TV

THE NEWS BUSINESS AIN’T WHAT IT

USED TO BE

Advertising revenue has dropped by 15% since 2009

Online advertising sales surpassed newspaper advertising sales for the first time in 2011

DAILY NEWSPAPERS ARE FEELING THE

SQUEEZEChanging their models:

Seattle Post Intelligencer, Christian Science Monitor, Capital Times, Detroit News…

Shutting their doors:

Tucson Citizen, Rocky Mountain News, Baltimore Examiner, Albuquerque Tribune, Honolulu Advertiser….

• Over 1,850 layoffs or buyouts already in 2012

• On average, newspaper newsrooms are now 30% smaller than in 2000

AND SO ARE JOURNALISTS…

• Half of Americans get news digitally

• 19% got news from a social network yesterday

• 55% access the internet on a mobile device

• Just 23% read a print newspaper

NEWS HABITS ARE

CHANGINGDigital News Surpasses Newspapers, Radio

Where did you get your News yesterday?

Source: PEW RESEARCH CENTER 2012 News Consumption Survey

56% of Americans have a social media profile.

Users aged 45-54 are the fastest growing demographic group.

ALONG WITH SOCIAL MEDIA

DEMOGRAPHICS

Source: Pew Internet & American Life Project Surveys, March 2005 – February 2012

Social networking site use by age group, 2005-2012

TECHNOLOGY IS

UNIVERSAL

• 55% of Twitter users are 35+

• 63% of Pinterest users are 35+

• 65% of Facebook users are 35+

• 79% of LinkedIn users are 35+

There are more mobile devices than people in the US

Half of all Facebook users access the site via their mobile device

By 2014, mobile internet is predicted to overtake desktop internet usage

MOBILE IS EVERYWHERE

WHAT DOES THIS MEAN FOR CAUSE

SUPPORT?

• 6 in 10 Americans believe social media helps build visibility and support for causes.

• Most think social media has made it easier to support causes.

• Almost half believe they get too many cause emails now.

TRADITIONAL MEDIA

STILL MATTERS

BUT THE LINE IS GROWING FUZZY

AND SOCIAL MEDIA CAN

DRIVE NEWS

SECTION 2: TOOLS OF THE TRADE

FIRST THINGS FIRST

• Get clear on goals

• Identify the target audience

• Focus your efforts

• Track, refine, repeat

IT’S ABOUT THE RELATIONSHIP

Like fundraising or offline advocacy, social networking is all about connecting with friends around shared interests and values.

FACEBOOK: WHAT IS IT GOOD FOR?

Building community

Nurturing relationships

Sharing links, photos, videos, and quick updates

FACEBOOK: WHO’S ON IT?

• 1 billion users, 600 million mobile

• Half log on every single day

• Largest age group is 35-54

• Fastest growing group (955% growth in 2010) is 55+

FACEBOOK: HOW DOES IT WORK?

FACEBOOK: HOW CAN WE USE IT?

FACEBOOK: CAUSES

TWITTER: WHAT IS IT GOOD FOR?

Monitoring online conversations

Sharing real-time updates

Engaging with influencers or experts

Establishing your personal brand

475 million accounts

175 million tweets per day

7.2 million during October 16 debate

Typical user is a 37 year old woman

Users are affluent, diverse and educated

TWITTER: WHO’S ON IT?

TWITTER: HOW DOES IT WORK?

TWITTER: THE MAIN INTERFACE

TWITTER: FILTERING AND MANAGING

TWITTER: RAISING AWARENESS AND FUNDS

TWITTER: ENGAGING WITH INFLUENCERS

BLOGGING: WHAT IS IT GOOD FOR?

Providing (or reading) expert commentary on current news

Targeting likely supporters

Promoting a fundraising or activism opportunity

Addressing decisionmakers

• 1 in 3 internet users reads blogs

• 1 in 10 contributes to blogs

• 73% of bloggers are under 35

• 41% of Americans have engaged with local news online (sharing, commenting, blogging, etc.)

BLOGS: WHO READS AND WRITES THEM?

Over 100 million blog posts analyzed. Source: sysomos.com

BLOGGING: HOW TO GET INVOLVED?

PINTEREST: WHAT IS IT GOOD FOR?

Visual storytelling

Personalizing an issue

Sharing tips, tricks and news you can use

Driving traffic to an organizational website

More than 10 million users

80% female, 50% parents

Most are aged 23-54

Average user spends over an hour on the site

PINTEREST: WHO USES IT?

PINTEREST: HOW DOES IT WORK?

PINTEREST: HOW DOES IT WORK?

Share action alerts or fundraising appeals

Highlight places worth protecting, green products, organizations you support

Promote sustainable solutions/lifestyle choices

PINTEREST: WHAT CAN WE USE IT FOR?

IN SUMMARY

Sharing news, photos, and video.

Promoting causes.

Engaging existing friends.

Visual storytelling.

Solutions, tips and tricks.

Real time updates.

Engaging with influencers.

Tracking public opinion.

Localizing or personalizing news.

Targeting prospective supporters.

SECTION 3: CONTENT IS KING

SOCIAL MEDIA IS VISUAL

IT’S ALSO SOCIAL: INVITE ENGAGEMENT

AIM TO INSPIRE AND DELIGHT

VS.

FOCUS ON SOLUTIONS

RIFF ON CURRENT NEWS/EVENTS

BE THOUGHTFUL ABOUT IMAGES

SECTION 4: STORIES FROM THE FIELD

CARMEN BAROSSO

LEADING SPOKESPERSON ON WOMEN’S

HEALTH

BLOGGING FOR CHANGE

LETTING OTHERS TWEET

MARION NESTLE

MAKING FOOD POLICY ACCESSIBLE

SHAPING TWITTER CONVERSATIONS

POPULAR ON PINTEREST

MOMS CLEAN AIR FORCE

MOMS CLEAN AIR FORCE

LEVERAGING HIGH PROFILE

SPOKESPEOPLE

EDUCATING & EMPOWERING

INSPIRING ACTION THROUGH

FACEBOOK

CYLVIA HAYES

HIGH PERSONAL PROFILE

STRONG FACEBOOK NETWORK

NASCENT TWITTER STREAM

THANK YOU!