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Hype, hype, and more hype: To many, the whole Web 2.0 revolution feels like one big bandwagon with little relationship to real-world concerns. And let’s face it: A Twitter account and a Facebook page will not change the world all by themselves. But let’s talk about what’s at the heart of the social web, and where its potential for real change lies. Web 2.0 has been around for a while now, and we’ve learned some important lessons about what works. In this presentation, I share five effective strategies for facilitating social change movements online, and encourage you to identify your own top priorities for using the social web to further your organizational mission.
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The Social Web for Skeptics
…or, Using the Social Web for Social Change
Sunday, October 17, 2010
Lauren Bacon• Online Strategist
• Volunteer
• Nonprofit Technologist
• Skeptic
Sunday, October 17, 2010
We’re going to look at:
• What does “Web 2.0” mean, anyway?
• How does the Social Web work?
• 5 effective strategies for facilitating social change movements online
• DIY self-assessment exercise
Sunday, October 17, 2010
Web 2.0 is Human(s).
Sunday, October 17, 2010
Sunday, October 17, 2010
No wonder we’re overwhelmed.
Let’s talk about the strategies behind the tools.
Sunday, October 17, 2010
Face your fears
• Loss of control
• One more to-do
• Unknown & unpredictable
• Transparency
• More noise, less signal
• Flash in the pan trend
Sunday, October 17, 2010
Drilling Down:What fuels the web?
Code • Graphics • Widgets
Storytelling • Conversation • Sharing
Function • Meaning • Delight • Evolution • Humans!
Sunday, October 17, 2010
1:200
Sunday, October 17, 2010
Chances are, you need more humans on your
side & working for you.
Sunday, October 17, 2010
Web 1.0 ➞ Web 2.0How Did We Get Here?
Sunday, October 17, 2010
The Way We Were
• Old way = One-way
• Traditional media & communications were all about broadcasting, top-down, “experts.”
Photo courtesy of ralphbijker on Flickr
Sunday, October 17, 2010
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the consumer / Adding value
Influencing, involving
User created content / Co-creation
COMMUNICATIONS
MEDIA SOCIAL MEDIA
Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com
Web 1.0 vs Web 2.0
Sunday, October 17, 2010
Adapted from: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
The Social Web = Cross-Influence
Conversation Talk
Top-Down
Bottom-up
“Consumers”
Influencers
Donors
Members
Media (online & offline)
Employees
Government
Academics
Sunday, October 17, 2010
In 10 words or less…
• Web 1.0 is about publishing.
• Web 2.0 is about participation.
Sunday, October 17, 2010
Technology Open/InteractivePlatforms
People
How does the social web work?
Sunday, October 17, 2010
Technology minute:Let’s turn it over to
Professor Wesch.
Sunday, October 17, 2010
The Machine is Us(ing us)
Source: Michael Wesch, Anthropology Program at Kansas State University
Sunday, October 17, 2010
Key Takeaways
• Links are currency
• Separating form & content
• Sharing, reusing, remixing
• Collective wisdom
• This is a human phenomenon
Hat tips: Beth Kanter, Alexandra Samuel & Rob Cottingham.
Sunday, October 17, 2010
Humans online:How do we build trust?
Sunday, October 17, 2010
The Ladder of Engagement
Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
Sunday, October 17, 2010
• What are the actions you want your community members to take?
• How do offline actions map to online ones?
The Ladder of Engagement
Sunday, October 17, 2010
5 Effective Strategiesfor facilitating social change online
Sunday, October 17, 2010
“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.”
- Clay Shirky
1. Listen & Participate
Sunday, October 17, 2010
1. Listen & Participate
• Listen to
• influencers
• your “audience” / community
• others in your sector
• Research & data collection
Sunday, October 17, 2010
1. Listen & Participate
• Collaborate with allies
• Build coalitions
• Comment on blogs & articles
• Join the conversation where it’s already happening
Sunday, October 17, 2010
Sunday, October 17, 2010
1. Listen & Participate
• Find the insiders who care - “grasstops” / “community champions.” (We will talk more about these people shortly.)
• The long tail of public policy
Sunday, October 17, 2010
9 1 90
Every community has super-users – high authority, highly active
Know who they are
1. Listen & Participate
Source: Neil Perkin, “What’s Next in Media: How Social Media Changes the Rules for Good” http://neilperkin.typepad.com
Sunday, October 17, 2010
2. Storytelling
“The truth about stories is, that’s all we are.”
- Thomas King
Sunday, October 17, 2010
2. Storytelling• What are the stories that influence change?
Look for stories with…
• Emotional impact
• Personality
• A vision of a better world
• Successes, statistics, momentum
• Especially online, we crave connection.
Sunday, October 17, 2010
Sunday, October 17, 2010
2. Storytelling
• How & in what form are they best told?
• Videos/Podcasts
• Photos
• Blog posts
• Interactive tools
• Consider multiple/combined media
Sunday, October 17, 2010
2. Storytelling
Source: The New York Times, “Geography of a Recession” http://www.nytimes.com/interactive/2009/03/03/us/20090303_LEONHARDT.html
Sunday, October 17, 2010
Sunday, October 17, 2010
2. Storytelling
• Users want to remix, so make it easy for them to share.
• Bookmark, tweet, post to Facebook, Slideshare, etc.
• Creative Commons licenses vs copyright
• Platform independent (mobile, RSS, etc.) - think “small pieces, loosely joined”
Sunday, October 17, 2010
3. Knowledge Sharing
“One part anarchy, one part aristocracy, one part democracy, one part monarchy” – Jimmy Wales on the Wikipedia Community
“In the past you were what you owned. Now you are what you share.” – Charles Leadbeater
Sunday, October 17, 2010
3. Knowledge Sharing
• Sharing stuff of value to others leads to authority, recognition, attribution
• What you can share that will create maximum value for your community members?
Sunday, October 17, 2010
Sunday, October 17, 2010
3. Knowledge Sharing
• Media advocacy: Connect with journalists, bloggers, engaged citizens
• "The media" isn't unified anymore; citizen journalism is on the rise, and as the tools of the news become ubiquitous, getting your message out is a more complex matter.
Sunday, October 17, 2010
Sunday, October 17, 2010
• Blogger outreach: Find the online influencers and connect with them.
• Cultivate these connections the way you would traditional media contacts (but less formal)
3. Knowledge Sharing
Sunday, October 17, 2010
3. Knowledge SharingParticipatory culture:
“The architecture of the internet...is such that users pursuing their own ‘selfish’ interests [refining open source software; downloading music; voting for content they like on social bookmarking sites] build collective value as an automatic byproduct.”
– Tim O’Reilly, What is Web 2.0: Design Patterns & Business Models for the Next Generation of Software, Sept 30, 2005
Sunday, October 17, 2010
Sunday, October 17, 2010
3. Knowledge Sharing
• Web 2.0 takes social capital to a whole new level & blows the power & potential scale of personal & organizational networks wide open.
Sunday, October 17, 2010
3. Knowledge Sharing
• The Wisdom of Crowds…
• creates & polices Wikipedia (crowdsourcing)
• decides what sites become popular
• determines which stories, videos, etc. go viral
Sunday, October 17, 2010
4. Fundraising & Revenue Generation
“Communities already exist. Instead [of building your own online community], think about how you can help that [existing] community do what it wants to do.”
- Mark Zuckerberg
Sunday, October 17, 2010
4. Fundraising & Revenue Generation
• Fundraising (and sales, too) has always been about building relationships.
• Web 2.0 is all about relationships, too.
Sunday, October 17, 2010
• Kiva.org:
• $11 million out in loans, from over 113,000 people
• that’s an average loan of under $100
• Mobile giving raised over $35 million for Haiti earthquake relief(Source: Huffington Post: http://www.huffingtonpost.com/2010/02/02/35-million-given-to-haiti_n_446872.html)
4. Fundraising & Revenue Generation
Sunday, October 17, 2010
• Lessons from Obama:
• 3 million donors made a total of 6.5 million donations online, adding up to more than $500 million.
• Of those 6.5 million donations, 6 million were in increments of $100 or less; the average online donation was $80.
• The average donor gave more than once.(Source: The Washington Post: http://voices.washingtonpost.com/44/2008/11/20/obama_raised_half_a_billion_on.html)
4. Fundraising & Revenue Generation
Sunday, October 17, 2010
• So…the amounts may be small, but if you can hit critical mass, the number of donations can multiply the effect significantly.
4. Fundraising & Revenue Generation
Sunday, October 17, 2010
5. Community Building & Social Networking
• Social networking isn’t just about Facebook, MySpace, LinkedIn, Ning, etc… some groups are creating their own online communities.
• It also includes lobbying & online activism.
• MoveOn/Avaaz
• Human Rights Campaign
• Greenpeace: Green My Apple
Sunday, October 17, 2010
Sunday, October 17, 2010
• Advocacy tools
• Community blogging
• User profiles & connections
• Contests
• Mobile
5. Community Building & Social Networking
Sunday, October 17, 2010
Haiti Earthquake Relief via SMS
Sunday, October 17, 2010
Micro-volunteering
www.beextra.orgSunday, October 17, 2010
Micro-volunteering
www.beextra.orgSunday, October 17, 2010
• Creating an online community takes major resources – and critical mass.
• Participating in existing communities must come first.
5. Community Building & Social Networking
Sunday, October 17, 2010
• It all boils down to providing maximum value to your community members.
• How can you make it worth their while to create YAFP (Yet Another [umm…] Profile)?
5. Community Building & Social Networking
Sunday, October 17, 2010
1. Listen & Participate
2. Share Stories
3. Knowledge Sharing
4. Fundraising & Revenue Generation
5. Community Building & Social Networking
Hat tips: Beth Kanter, Alexandra Samuel & Rob Cottingham.
Let’s recap those 5 strategies.
Sunday, October 17, 2010
Take a phased, iterative approach.
Source: Monte Lutz, “The Social Pulpit: Barack Obama’s Social Media Toolkit” http://edelman.com
Sunday, October 17, 2010
Don’t ignore the basics.
Your web strategy cocktail should include:
• One part web presence
• One part one-way (e.g. email, advertising)
• One part social
(Adjust quantities to taste.)
Sunday, October 17, 2010
But also…
• Risk making mistakes & learn from them
• Iterate, measure, refine - and try again
Sunday, October 17, 2010
The tools must support the mission.
• Not everyone needs every tool.
• Where are your community members? (The data might surprise you.)
• Select the tools that support your mission.
Sunday, October 17, 2010
When we come back…
• Crawl, Walk, Run, Fly: What stage are you at?
Sunday, October 17, 2010
Crawl, Walk, Run, Fly:What stage are you at?
Sunday, October 17, 2010
Remember “crawl, walk, run”?
Sunday, October 17, 2010
• What are the outcomes you want to achieve?
• How successful are the tools you’re using now? (And what metrics are you using?)
• Do you have the basics covered?
Remember “crawl, walk, run”?
Sunday, October 17, 2010
www.raisedeyebrow.com
@laurenbacon@raisedeyebrow
Please keep in touch.
Sunday, October 17, 2010