際際滷

際際滷Share a Scribd company logo

Leveraging Social Media to Build Better Futures

David Hood
David Hood

Presentation for social entrepreneurs and other future builders from Global Shifts Social Enterprise Conference, December 2012 in Melbourne, Australia.

1 of 54
LEVERAGING SOCIAL MEDIA TO BUILD BETTER FUTURES GLOBAL SHIFTS CONFERENCE 2012 DAVID HOOD
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
"Complex social problems today outstrip the capacity of any single organization or individual to solve them. We don't need to grow non-pro鍖ts. We need to grow networks for social change." Alison Fine, co-author of The Networked Nonpro鍖t
THE WAY TO MAKE CHANGE, ISNT TO PUSH AGAINST THE EXISTING MODEL. THE WAY TO MAKE CHANGE IS TO CREATE A NEW MODEL THAT MAKES THE CURRENT MODEL OBSOLETE. ~ BUCKY FULLER
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
SOCIAL MEDIA STATISTICS AUSTRALIA NOVEMBER 2012 1. Facebook 11,755,640 11. Yelp - 200,000 2. YouTube 11,000,000 12. Instagram 1,175,000 3. Blogspot 3,500,000 13. MySpace 350,000 4. Tumblr 3,100,000 14. Reddit 150,000 5. LinkedIn 2,500,000 15. StumbleUpon 100,000 6. Twitter 2,114,000 16. Digg 50,000 7. WordPress.com 3,000,000 17. Foursquare 53,000 8. Flickr 780,000 18. Delicious 30,000 9. Pinterest- 630,000 socialmedianews.com.au 10. Google Plus 377,500
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
THIS IS WHAT'S POSSIBLE Who Gives A Crap
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
SO HOW DO WE DO IT? What's your strategy? Organisational Strategy Alignment of: Vision Social Mission Comms media Objectives Strategy strategy
WHAT'S YOUR STRATEGY? Whatare your objectives? Make them SMART - Speci鍖c, Measurable, Achievable, Relevant, Time-bound! Who's your audience? Be more speci鍖c than just gender, age group, location, profession, values or interests alone. Whereare your target audience? Which channels are they on? What are the touch points they have with you? What do your audience value? What are they talking about? What actions (have multiple) can they take with you? What's in it for them? Just because it's compelling for you doesn't mean it will inspire them to action. How can achieving you organisational vision help them achieve their personal vision and goals?
People dont buy what you do, they buy why you do it. ~ Simon Sinek
why: belief, motivation or purpose how: experience or process what: details of product of service
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
SOCIAL OBJECTS The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if think about it, there needs to be a reason for it to happen in the 鍖rst place. That reason, that node in the social network, is what we call the Social Object. @gapingvoid
SOCIAL OBJECTS What is your object? The social object will be the center of your campaign. What is the activity (use one or two words)? Make sure whatever action they should take is clear and highly visible on the site. How can people share the object? Make it simple, easy and fun. Don't be afraid to ask them directly, thank them for doing it and it's OK to remind them if they haven't done it already. What is the gift in the invitation? What are they going to be part of? Why should they be afraid of missing out (FOMO)?
Leveraging Social Media to Build Better Futures
MOVEMBER ON FACEBOOK
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
HOW SMALL MOVES SMARTLY MADE CAN SET BIG THINGS IN MOTION EDGEPERSPECTIVES.COM/POP
Leveraging Social Media to Build Better Futures
WHERE DO WE START? Platforms: Blogging - Wordpress, Posterous, Tumblr (Personal and/or Professional) Facebook - Pages or Groups (Personal and Professional) Twitter - Pro鍖le (Personal and/or Professional) LinkedIn Pinterest Instagram Google+
SETTING UP ACCOUNTS Determine identical usernames available across different platforms Havea bio with same keywords and using key messaging for your organisation about what you do (your mission) Have logo and banner created to 鍖t requirements of different sites - will need square logos and horizontal banners up to 900px wide Include links to other social media sites Try using mind maps to keep track of all your accounts and channels Get stuck? Just ask Google...
Leveraging Social Media to Build Better Futures
SOME BASIC SOCIAL MEDIA ETIQUETTE Start by listening to/watching what others do Its OK to ask questions but ask Google 鍖rst Dont use ALL CAPS (its like shouting) Dont get spammy Think before you tweet Check that breaking stories or highly emotional posts are veri鍖ed Thank people for RTing or sharing your posts
CONTENT CURATION, PRODUCTION & PUBLISHING Start with plan: identify key topics and keywords. Be strategic around campaigns, events etc. Sources: Twitter lists Facebook groups and pages LinkedIn Today YouTube Pinterest RSS feeds and blog subscriptions (use Google Reader) Reddit, Digg, StumbleUpon
CONTENT CURATION, PRODUCTION & PUBLISHING Read using app like Flipboard, Zite or Pulse Collection: Delicious/Diigo Evernote Schedule: Blog posts - directly in Wordpress, Tumblr & Posterous Facebook, Twitter and LinkedIn - use apps like Hootsuite, Tweetdeck, bufferapp.
CONTENT CURATION, PRODUCTION & PUBLISHING Start by learning to crawl 鍖rst, then walk, then run... Set yourself a basic schedule when you get started - you can always scale up later. There are recommended times for posting content but you will need to test for your audience. Experiment for a few weeks posting at same time, days, frequency and discover what works for you. Share projects and campaigns you like of others, not just your stuff.
listen - what are people interested in and talking about provide value - share interesting and useful content social media is a multi-directional channel for conversation - dont just broadcast or make requests provideopportunities for people to create and share own content make sure all content is linked & social have multiple calls-to-action
sharecontent on good stuff happening around your issue and community provideplatform for enabling action - what do your supporters or community members really want to see happen and what do they really want to do? allow for people to connect and take action at different stages at different levels
People are becoming more interested in issues and causes, FINAL not organisations - be authentic THOUGHTS and engage them as human beings People engage through sharing stories - how are you like me? Mix conversation with links, get in to a rhythm with regular posts and content of eg. every Friday share an inspiring story/TED Talk/lolcat Provide multiple pathways for people to connect and take action eg. blog post, email, facebook update & tweet Build your email list its more valuable then your fans or followers lists Choose your website URL, fb vanity URL twitter handle and Google + name for SEO, branding & easier recall
Leveraging Social Media to Build Better Futures
David Hood t: @DavidAHood m: 0413 124 427 e: david@doingsomethinggood.com.au DOING SOMETHING GOOD ENABLING COMMUNITIES AND ORGANISATIONS TO BUILD BETTER FUTURES TOGETHER doingsomethinggood.com.au

More Related Content

Leveraging Social Media to Build Better Futures

  • 1. LEVERAGING SOCIAL MEDIA TO BUILD BETTER FUTURES GLOBAL SHIFTS CONFERENCE 2012 DAVID HOOD
  • 9. "Complex social problems today outstrip the capacity of any single organization or individual to solve them. We don't need to grow non-pro鍖ts. We need to grow networks for social change." Alison Fine, co-author of The Networked Nonpro鍖t
  • 10. THE WAY TO MAKE CHANGE, ISNT TO PUSH AGAINST THE EXISTING MODEL. THE WAY TO MAKE CHANGE IS TO CREATE A NEW MODEL THAT MAKES THE CURRENT MODEL OBSOLETE. ~ BUCKY FULLER
  • 13. SOCIAL MEDIA STATISTICS AUSTRALIA NOVEMBER 2012 1. Facebook 11,755,640 11. Yelp - 200,000 2. YouTube 11,000,000 12. Instagram 1,175,000 3. Blogspot 3,500,000 13. MySpace 350,000 4. Tumblr 3,100,000 14. Reddit 150,000 5. LinkedIn 2,500,000 15. StumbleUpon 100,000 6. Twitter 2,114,000 16. Digg 50,000 7. WordPress.com 3,000,000 17. Foursquare 53,000 8. Flickr 780,000 18. Delicious 30,000 9. Pinterest- 630,000 socialmedianews.com.au 10. Google Plus 377,500
  • 22. THIS IS WHAT'S POSSIBLE Who Gives A Crap
  • 26. SO HOW DO WE DO IT? What's your strategy? Organisational Strategy Alignment of: Vision Social Mission Comms media Objectives Strategy strategy
  • 27. WHAT'S YOUR STRATEGY? Whatare your objectives? Make them SMART - Speci鍖c, Measurable, Achievable, Relevant, Time-bound! Who's your audience? Be more speci鍖c than just gender, age group, location, profession, values or interests alone. Whereare your target audience? Which channels are they on? What are the touch points they have with you? What do your audience value? What are they talking about? What actions (have multiple) can they take with you? What's in it for them? Just because it's compelling for you doesn't mean it will inspire them to action. How can achieving you organisational vision help them achieve their personal vision and goals?
  • 28. People dont buy what you do, they buy why you do it. ~ Simon Sinek
  • 29. why: belief, motivation or purpose how: experience or process what: details of product of service
  • 32. SOCIAL OBJECTS The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if think about it, there needs to be a reason for it to happen in the 鍖rst place. That reason, that node in the social network, is what we call the Social Object. @gapingvoid
  • 33. SOCIAL OBJECTS What is your object? The social object will be the center of your campaign. What is the activity (use one or two words)? Make sure whatever action they should take is clear and highly visible on the site. How can people share the object? Make it simple, easy and fun. Don't be afraid to ask them directly, thank them for doing it and it's OK to remind them if they haven't done it already. What is the gift in the invitation? What are they going to be part of? Why should they be afraid of missing out (FOMO)?
  • 41. HOW SMALL MOVES SMARTLY MADE CAN SET BIG THINGS IN MOTION EDGEPERSPECTIVES.COM/POP
  • 43. WHERE DO WE START? Platforms: Blogging - Wordpress, Posterous, Tumblr (Personal and/or Professional) Facebook - Pages or Groups (Personal and Professional) Twitter - Pro鍖le (Personal and/or Professional) LinkedIn Pinterest Instagram Google+
  • 44. SETTING UP ACCOUNTS Determine identical usernames available across different platforms Havea bio with same keywords and using key messaging for your organisation about what you do (your mission) Have logo and banner created to 鍖t requirements of different sites - will need square logos and horizontal banners up to 900px wide Include links to other social media sites Try using mind maps to keep track of all your accounts and channels Get stuck? Just ask Google...
  • 46. SOME BASIC SOCIAL MEDIA ETIQUETTE Start by listening to/watching what others do Its OK to ask questions but ask Google 鍖rst Dont use ALL CAPS (its like shouting) Dont get spammy Think before you tweet Check that breaking stories or highly emotional posts are veri鍖ed Thank people for RTing or sharing your posts
  • 47. CONTENT CURATION, PRODUCTION & PUBLISHING Start with plan: identify key topics and keywords. Be strategic around campaigns, events etc. Sources: Twitter lists Facebook groups and pages LinkedIn Today YouTube Pinterest RSS feeds and blog subscriptions (use Google Reader) Reddit, Digg, StumbleUpon
  • 48. CONTENT CURATION, PRODUCTION & PUBLISHING Read using app like Flipboard, Zite or Pulse Collection: Delicious/Diigo Evernote Schedule: Blog posts - directly in Wordpress, Tumblr & Posterous Facebook, Twitter and LinkedIn - use apps like Hootsuite, Tweetdeck, bufferapp.
  • 49. CONTENT CURATION, PRODUCTION & PUBLISHING Start by learning to crawl 鍖rst, then walk, then run... Set yourself a basic schedule when you get started - you can always scale up later. There are recommended times for posting content but you will need to test for your audience. Experiment for a few weeks posting at same time, days, frequency and discover what works for you. Share projects and campaigns you like of others, not just your stuff.
  • 50. listen - what are people interested in and talking about provide value - share interesting and useful content social media is a multi-directional channel for conversation - dont just broadcast or make requests provideopportunities for people to create and share own content make sure all content is linked & social have multiple calls-to-action
  • 51. sharecontent on good stuff happening around your issue and community provideplatform for enabling action - what do your supporters or community members really want to see happen and what do they really want to do? allow for people to connect and take action at different stages at different levels
  • 52. People are becoming more interested in issues and causes, FINAL not organisations - be authentic THOUGHTS and engage them as human beings People engage through sharing stories - how are you like me? Mix conversation with links, get in to a rhythm with regular posts and content of eg. every Friday share an inspiring story/TED Talk/lolcat Provide multiple pathways for people to connect and take action eg. blog post, email, facebook update & tweet Build your email list its more valuable then your fans or followers lists Choose your website URL, fb vanity URL twitter handle and Google + name for SEO, branding & easier recall
  • 54. David Hood t: @DavidAHood m: 0413 124 427 e: david@doingsomethinggood.com.au DOING SOMETHING GOOD ENABLING COMMUNITIES AND ORGANISATIONS TO BUILD BETTER FUTURES TOGETHER doingsomethinggood.com.au