Presentation for social entrepreneurs and other future builders from Global Shifts Social Enterprise Conference, December 2012 in Melbourne, Australia.
9. "Complex social problems today outstrip the capacity
of any single organization or individual to solve them.
We don't need to grow non-profits. We need to grow
networks for social change."
Alison Fine, co-author of The Networked Nonprofit
10. THE WAY TO MAKE CHANGE, ISN’T
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
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 - Specific,
Measurable, Achievable, Relevant, Time-bound!
• Who's your audience? Be more specific 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 don’t 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
30.
31.
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 first 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
42.
43. WHERE DO WE START?
• Platforms:
• Blogging - Wordpress, Posterous, Tumblr (Personal and/or
Professional)
• Facebook - Pages or Groups (Personal and Professional)
• Twitter - Profile (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 fit 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...
45.
46. SOME BASIC SOCIAL MEDIA
ETIQUETTE
• Start by listening to/watching what others do
• It’s OK to ask questions but ask Google first
• Don’t use ALL CAPS (it’s like shouting)
• Don’t get spammy
• Think before you tweet
• Check that breaking stories or highly emotional posts are
verified
• 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 first, 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 - don’t 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 it’s 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
53.
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