Leveling Web 2.0 for Social Causes

March 24, 2011

Leveling Web 2.0 for Social CausesAniisu K VergheseNASSCOM Foundation - ConnectIT DayHarnessing Information Technology for Not for Profits

Disclaimer Due care has been taken while preparing this presentation but the author cannot be held responsible for any misuse or misrepresentation of information. The views expressed in this presentation are those of the author and do not reflect those of the organization he works for. Data for this presentation has been drawn from various sources and is gratefully acknowledged.

Introduction and Context

Over 12 years in advertising, corporate communication, internal communication

Founder member and President of Friends for Life, a road safety NGO

Partnered with CSR wings at Accenture and i-flex

Connection with social media: Internal Communication Blog – Intraskope

Friends for Life

World Health Organization website

Media

Partner sites

World Health Organization report

Blog: Roadsense.wordpress.com

Web: http://civic.websitewelcome.com/~fflonlin/anishhome.htm

Online communication kit

Focus: road safety awareness and advocacy

Events

Non Profit Social Media Landscape

The Non Profit Social Media Decision Guide, 2010

- 74.2% have a presence on Facebook and 30.9% have one or more social networking communities on their own website. - Twitter is the second most popular, used by 57% of organizations - YouTube is still popular with nearly half (47%) of charities indicating they have a

presence on this social video-sharing site.

Social networking integral to non-profits’ online strategy

2011 3rd Annual Nonprofit Social Network Benchmark Report

Close to 50% run social media on zero budgets!

2011 3rd AnnualNonprofitSocial NetworkBenchmarkReport

Of those who spend at least two hours a week on each social media channel, 54 percent reported results we considered a substantial success beyond simple growth in the social media tools themselves—for example, an increase in website traffic,substantive feedback or new volunteers.

The Non Profit Social Media Decision Guide, 2010

Begin small

Oxfam America raised USD 1,00,000 in 5 days through Facebook Causes after the Haiti earthquake in January 2010.

In contrast, only a fraction of the 1,80,000 organizations on Facebook have raised over USD 1,000

2010 Non Profit Social Media Benchmarks Study

Not everyone using social media is successful

Making is easy to engage

Basics followed: direct, easy, action oriented

http://www.thebanyan.org/

Social Media for dialogue and crowdsourcing

Two-way communication, good use of social media tools – podcasts, blogs

Storytelling approach

Blog, RSS

Update sign-ups

http://www.soscvindia.org/

Build connection and reach

Missing opportunity to:- engage upfront- give clear direction for visitors- take action

http://www.aksharafoundation.org/

Don’t miss the opportunity to build community

Put the sign-up upfront

‘Find us on Facebook’ link inside ‘Get Involved’ page

Add links to online presence

http://www.christelhouse.org/

Debunking Social Media Myths

Social Media is expensiveIt takes timeIs meant for business housesRequires significant investmentCan be only done by marketing expertsCan’t be measured

Online presence ≠ Social MediaWith Social Media comes responsibilityThere is no ‘one size fits all’ strategyWithout your staff aligned you don’t have a

successful storyRemember…..Integrity: Align message and behaviorConsistency: Same message across sites,

mailers, scripts, campaigns, fairs etcTransparency: Be honest and clear, do not

exaggerateResponsibility: Double-check claims.

Social Media Realities

4 A Social Media Strategy

Absorb

Adopt

Apply

Amplify

• Start a Blog (Blogger, Wordpress, Typepad etc)

• Answer questions on Linkedin

• Integrate your current social media assets; FriendFeed, Socialthing, Plurk

• Listen to conversations, get an RSS Feed: example, Google Reader

• Look up Technorati• Get Google Alerts• Understand social

media tools• View how video

sharing engages

• Join conversations, create content, open up on your events/news, take and post pictures

• Begin Tweeting• Bookmark;

Delicious, Magnolia, Digg,

• Publish perspectives• Monitor and

measure - Blogbulse, Technorati, and TwitScoop

• Partner with search firms

• Register for learning forums, associations, webinars

• Demonstrate leadership

• Collaborate: Wikipedia/PB Wiki

• Advocate social media

List your causehttp://www.giveindia.org/default.aspx?TPS=RI Get accredited http://www.credall.org.in/ourprogrammes/accredited_organisations.htm Be on Google for Non Profits and Facebook Causeshttp://www.google.com/nonprofits/, http

://www.facebook.com/causes

Simple Tactics That Work

Final Word

Understand the mediumFocus on basicsBe clear on what you want to

accomplishEstablish deep connection with

your stakeholdersKeep the dialogue going

Referenceshttp://www.giveindia.org/default.aspx?TPS=RIhttp://www.nonprofitsocialnetworksurvey.comhttp://www.google.com/nonprofits/http://www.facebook.com/causeshttp

://www.slideshare.net/andreavitali/nonprofit-social-media-benchmarks-study-2010

Images:http

://blogs.ebrandz.com/wp-content/uploads/2011/03/social-media-rules-of-engagement-visual.jpg

http://socialmediainfluence.com/wp-content/uploads/2010/09/Social-Media-use.png

http://prebynski.com/wp-content/uploads/2010/02/puzzlegoal.jpg

Keep in touch

http://in.linkedin.com/in/aniisu

http://intraskope.wordpress.com/

http://twitter.com/aniisu

http://www.slideshare.net/aniisu

http://www.flickr.com/photos/12291313@N05

intraskope@yahoo.com