Tips & tricks for promoting social causes in social media · Facebook • 1 of 3 videos watched...

Bobby Voicu

• Founder and architect of the Romanian blogging community

• Used to be Community Manager for Yahoo! Romania

• He works as a consultant for online communication and online consultancy projects

• He is a usual speaker for communications, marketing, PR and blogging events

• He built a lot of successful projects:Monden.info, Alomoda.ro, rpmGO.com.

• He was and is involved in the biggest online communication campaigns in Romania

Social change

EngagementCollaboration

& Crowdsourcing

Leveraging word-of-mouth

Testing policies

Recruit new stuff and volunteers

Ask for help

Build relationships

Track performance

Evaluate

Feedback

Start again

• 2009: 209,771 mentions in 24h, 100 million overall impressions, raised $70,000.

• October 16 2010 - Livestrong wants to beat its own Guinness World Record for “Most Widespread Social Networking Message.” Last year they managed 209,771 unique mentions in 24 hours using the #BeatCancer tag. This year, they want more. The best part — PayPal and SWAGG will donate $0.05 for

every hashtag mention to cancer charities.

WeAreMedia, a wiki project where over 100 non-profit technology professionals have pooled knowledge resources and developed training materials to help non-profits learn how to use social media effectively.

presentations are being remixed and delivered as trainings to non-profits at conferences and workshops across the country.

Lights, Camera Action, Help Film Festival was created to promote the idea of films-for-a-cause, was a collaboration that happened across different non-profits by individuals connecting on the social web.

• Created by Michael Tilson Thomas, artistic director of the San Francisco Symphony: YouTube Symphony Orchestra.

• performers selected from thousands of video auditions from around the globe.

• the winners were crowdsourced by Youtube users via online voting.

• the “mashed up” symphony orchestra, had more than 90 players representing over 30 countries.

Bobby Voicu

Twitter: @bobbyvoicuroFacebook.com/bobbyvoicuro.linkedin.com/in/bobbyvoicuBobbyvoicu.robobby.voicu+blog@gmail.comhttp://on.fb.me/Comsipromovareonline

1. Deepening relationships and Engagement2. Individuals & small groups are self-

organizing around non-profit causes3. Facilitating collaboration and crowdsourcing4. Social change behind the firewall- adopting social media requires a culture shift

before it can be successful.

• 35% of all adults online have a profile on a social• network• 50% of all adults online have a profile on

MySpace• 22% of all adults online have a profile on

Facebook• 1 of 3 videos watched online is on Youtube• 2.5 to 3 million pictures are uploaded daily on

Flickr• 73% of all active online users have read a blog• 2007 - total online giving in the US reached over• $10 billion - a 52% increase over 2006

• Blogging• Microblogging• RSS• Widget• social networking• chat rooms• message boards• Podcasts• video sharing• photo sharing

51% of wealthy donors prefer to give online 52% of these donors use Youtube 14% use MySpace 12% use Flickr 9% use Facebook

the real value of social media is that it exponentially leverages word-of-mouth

Testing policies: refining, educating find out what works recruit new stuff and volunteers ask for help build relationships

people objectives strategy technologies

your staff and members should all be engaged in social media

• ask questions• learn what your audience likes• listen for your issue• integrate your CRM with your Facebook fan

activity• use Facebook insights to get activity and

demographic data• monitor your city’s hashtag fo relevant

information• monitor your organization’s name on

search.twitter.com

personalize your visual identity create a landing page on Facebook create a custom Twitter background promote an event, campaign or movement

with hastags (#beatcancer, #memorywalk) organize a petition with act.ly start, join and organize conversations on

Twitter with hastags (#charitytuesday)

• post blog entries• share random facts• post breaking news• create timely events• be professional• give up control• inspire• be honest• make your tweets retweetable: username+6• piggyback on Twitter’s trending topics if they are

related to your cause

test policies: refining, educating find out what works promote your social media channels via

websites, emails, footers, business cards etc. create a social media listening dashboard

with iGoogle use the http://www.change.org/ platform

• the real value of social media is that it exponentially leverages word-of-mouth

• start conversations and reply to people• meet people where they are and make real

friends• offer assistance and help through answers• allow your Facebook fans to post on wall

updates, photos, videos and discussions• encourage supporters to upload video responses• start, join and organize conversations on Twitter

with hastags (#charitytuesday)

recruit new stuff and volunteers ask for help through social media build stewardship with video empower your followers, fans, members and

supporters with actionable information in support of your mission

build relationships think long term cultivate audiences twitter list for your organization’s staff,

members, partners or supporters use http://twitaholic.com/ to connect with

the top 50 tweeters in your city

• create a fundraising campaign• create a cause on Facebook• add your blog’s feed to your fan page using

Facebook apps (Grafitti RSS, notes app) integrate other channels (Twitter, Flickr) via Facebook fan pages tabs

• add events to your Facebook page• ask Facebook fans to upload videos to support

your mission• use the Youtube Nonprofit Program to raise

money or for advocacy

• upgrade to a Flickr pro account• submit your photos to Flickr groups• create a Flickr group that supports your

mission• submit key blog posts and articles to social

news sites• place a share this widget on your

blog/website• display RSS feeds for your blog, twitter or

Facebook page

• leverage contests by hosting or joining one (involving video or photos)

• make a funny or compelling video, not a sad one

• display a creative avatar• organize a Tweetup• use Twitpic to share photos• explore other social causes and ways of

promoting your cause so people can relate to it

• tools: search.twitter.com, Google Analytics, Twitter stats - http://www.twitalyzer.com/index-b.asp

• use information provided by Facebook Insights• track and benchmark key Twitter stats• use short URLs to track link performance (bit.ly,

tinyurl.com)• use http://www.twitalyzer.com/ to mashup

Google Analytics with Twitter visitors• save your tweets for ever with

http://twapperkeeper.com/index.php