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This was the second lunch presentation of DSVP's Social Innovation Series. The presentation "Social Media for a Cause" was given by Kim Young, the forest and the trees.
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Social Mediafor a
Cause
Dallas Social Venture Partners
February 5, 2010
Social this. Social that.
WTFuss???
social |ˈsō sh əl| adjective
1 [ attrib. ] of or relating to society or its organization; needing companionship and therefore best suited
to living in communities : we are social beings as well as individuals.
relating to or designed for activities in which people meet each other for pleasure : Guy led a full social life.
2 Zoology (of a mammal) living together in groups, typically in a hierarchical system with complex communication.
Getting connected: from computers to people
1 billion people online 3 billion with mobile phones that text More connected that ever before Fusion of offline and online lives
20 years ago today…
Like radio, TV: From portals to micro-channels Communities/online environments WE the Media
User-generated conversations, content becoming dominant form of online media
Create/distribute more content than traditional producers/portals
Dashboards for online lives Social/conversational search
Competition for Google
20 years ago today…
Co-presence The sense of being with others
Ambient intimacy Ambient awareness Impact on Attention Economy
Choreograph attention Moving from broadcast to networked model of
information distribution Life Streams, being in the flow
Creating and consuming together
So close, yet so far away…
Shifting how we process info online…
…people are the filter
Browse -> Search -> Share ->
-> Create -> Collaborate
Social network map ---> social graph
Social media map
Blog
YouTube
Landing
PageFlickr
myspace
Blogosphere
Website
“Technology is not defining how people act, it is reflecting how people act.”
“There is no analog for the kind of ways people now can have an impact on something sitting on the couch in their pajamas half way around the world. It will make for a better and more interesting place.”
Gina Bianchini, co-founder, CEO, ning - 2010 Davos Social Media Session
Make note…
The times they are a changin’…
It’s all about the network…and The Movement
Marketing 2.0Connection -> <- Conversation -> <- Participation Trust, transparency essential The need for open dialogue, involvement and
engagement is paramount. DO! Create an experience Web 3.0 - “More lethal, but more ethical.”
Forget Marketing 1.0 -> One-way broadcast
Google squaring off against facebook, twitter, Apple Google and Bing to include real-time tweets, facebook
posts with search results Google Social Search
Adds your friends comments/postings to your search results
Semantic web Bing
Make note…Consumers have control
A neighborhood of networks
Internet Usage - Pew Internet and American Life Project 74% of all adults over 18 go online 93% of 12-29 81% of 30-49 70% of 50-64 38% of adults 65+
47% of online adults use social networking sites 52% of adults have two or more different profiles
Facebook - 73% MySpace - 48% Linkedin - 14%
75% of teens have cell phones 93% of young adults 18-29 have cell phones 62% of online teens get news about current events and politics online
What’s the story?
350 million+ users 50% log in daily; average of 55 minutes More than 3.5 billion pieces of content shared a week 65 million users access facebook via mobile phones; more active Gender
Females - 54.6% Males - 40.5%
Age 0-17 - 9.8% 18-24 - 25.1% 25-34 - 25.2% 35-54 - 28.2% (190% growth since Jan. ‘09) 55+ - 8.1% (513% growth since Jan. ‘09) Unknown - 3.6%
istrategylabs - 7/4/09
DFW Network at 8/2/09 - 1.1 million
facebook facts
@charitywater…
Twestival - 202 cities - $250,000+
http://twitter.com/charitywater
Dallas Twestival
www.flickr.com/photos/spcaoftexas/
iTunes / iTunes U - Little Kids Rock
http://larryjamesurbandaily.blogspot.com/
Still a workhorse
On the move…
There’s an app for that…
Are you Mayor yet?
Social Media ChecklistWho? What? When? Where? Why?
BEFORE How?
Web site: Movement Hub/Community Center
Make note… The Basics first! Start with a strategy
What are your objectives? Resources, people, ongoing commitment Trust, transparency Prepare for feedback and timely responses Listen! Monitor ongoing conversations
Go where people are GIVE first. Become relevant. Build value. Community front and center Combination of traditional and new media
Use offline to complement and drive to online One message will not inspire everyone! Encourage consumer-generated content
Right culture? Open? Understand no control? Understand investment, not tactic? Willingness to be transparent, authentic Get it not another push/broadcast only channel Understand the importance of making Whuffie?
Organization-wide commitment and involvement Ongoing commitment of time, resources. Constant change. Ongoing education Passion and Fail fast/Live in Beta mindset
Who are you? What is your story / brand? Strong, clear, consistent - Key to
content Create social object that’s relevant and of genuine interest
How many can you check?
Who is in your community? Where are they? Preferences? Interests? Segment into
tribes/join Diversity Remember influencers
Listening posts established? (monitoring) Part of overall marketing strategy
Have overall purpose, goals, not afterthought Start with modest objective tied to priority How to engage?
Who will respond? When?
How many can you check?
Establish content creation strategy Complements overall communications strategy Editorial calendar
Organize by audience, channel, program, format
Determine workflows to alert responders to relevant conversations
Privacy and Social Media policies Promotion plan - online and offline Measurement (realistic, meaningful)
Share of voice, message integrity, sentiment, influence, competitive Analytics, tagging
How many can you check?
In-person still ultimate networking,relationship-building tool Meet-ups
P - O - S - T
People - Understand the people you are trying to reach
Objectives - Align with organizational objectives
Strategy - Internal processes, stakeholders, roles, budget, empowerment, policies
Technology
Spend 80% of time on People, Objectives, Strategy
Remember…
Building a Movement, one person at a time…
QuickTime™ and a decompressor
are needed to see this picture.
Kim YoungCell/Text - 214 660-5467
Email - [email protected] - www.theforestandthetrees.com
Twitter - http://twitter.com/forestandtreesIM - [email protected]
Facebook - www.facebook.com/forestandtreesLinkedIn
Let’s continue the conversation!
