Social Media for Social Change

Sameer Arora, Ang Li, Pranjal Bhargava, & Roshan Advani

Introduction
Social

Change refers to any significant alteration over time, in behavior patterns, cultural values and norms media provides a platform for like minded people to come together and initiate change at a faster pace awareness

Social

Shared

Statistics
94%

of online community members said internet helped them become more informed on social causes used internet to participate in online communities related to social causes got involved in new causes since they began participating in an online community
*Digital futures report (2008)

75%

87%

PROS
Helps to connect and unite in a crisis Help each other regardless of location Usurp authoritarian governments Empowers social activists making them more effective and cohesive

CONS
Lack of close relationship Weak ties between organization and activists Gap between awareness and action Revolution will not be tweeted

Roles of Social Media

Narrows

consumer options and thus can make choice simpler connective options and thus can promote relationship formation

Empowers

Foster

communal customization
of participation

Democratization

*Social Media for Social Change: A TCR Perspective, Robert V. Kozinets

Initiators
The

common man

Government
Non For

profit organizations

Profit Organizations

Arab Spring
Tunisia

Snipers hospitals in Syria

Makeshift We

are all Khaled Said & Aasma Mahfouz media was shut down in Egypt

Social

Speak2Tweet

was launched - 8660 followers in less than in 24 hours, 1 tweet every 2 minutes
to 230,000 tweets a day

2,300

Social White House

Dedicated digital team and office of digital strategy Tied up with Real Estate website Zillow.com to educate homeowners about refinancing We the People petitioning tool on Whitehouse.gov Google hangout sessions to talk to voters

Obama
Open

and Participatory administration US voters trust social media as much as traditional news outlets

Obama
71%

of younger voters and 36% of older voters found social media trustworthy

47 million spent by Obama vs. $ 4.7 million spent by Romney

campaign extensively used social media for Targeted Sharing every voter on 3 things:

2012

Ranked

Chances of Supporting Barack Obama Chances of Voting Chances of being a persuadable thinker

Social Media and Anticorruption in China

Chinese

government and officials had little supervision from media or its people All mass media are government controlled Corruption and other problems were only exposed to and dealt with within the government Things changed with the rise of social media

Social Media and Anticorruption in China

Weibo

(Chinas Twitter equivalent micro blog) empowers citizen-vigilante It has trained a critical public eye on people in authority across the country Many netizens voluntarily participates in the prowling for evidence of corruption

Some kind of collective intelligence for games of real life?

Social Media and Anticorruption in China

Guess who is the corrupted one and why?

Whats the story

Yang Dacai- head of Shaanxi Provinces Safety Supervision Bureau, he was called to the scene of a ghastly bus crash that killed 36 bus passengers. For some reason, he was smiling inanely in a reporters photograph of the scene The Smiling Official went viral on Weibo, and infuriated netizens . Within a couple of days, he formally apologized and explained the smile on TV Netizens are not satisfied. Then five photos of him wearing five different luxury watches had been scoured from the Web and posted on Weibo. In total 11 pricey watches were identified. Then luxury suits, luxury belts, luxury eye glasses Netizens start to party: searching for new evidences, making songs and videos Yang is currently under investigation by the provincial disciplinary body

new media event

Incident

Publicity

Internet furors

Capture attention of higher levels

Solution imposed

Social Media and Anticorruption in China

Was

it successful?

In the year of 2012, out of 15 anti-corruption cases widely concerned across the country, 6 were initiated through Weibo, the rest 9 were all widely spread and discussed on Weibo as well 13 of the 15 cases have been officially closed with public announced results

Dosomething.org
http://www.youtube.com/watch?v=sH1sEyaDZQ0

Increase name recognition

Increased New Donors Increased New Volunteers Increased Collaborative Opportunities

Amnesty International
http://www.youtube.com/watch?v=edD87WazW1A

Maintain Relationships with current supporters

Increased Repeat Giving Increased Overall Fundraising Increased Repeat Volunteers

American Redcross
http://youtu.be/3yufZP-LZrk

Connect

With New Supporters

Increased New Donors Increased New Volunteers Increased Collaborative Opportunities

Charity Water
Share Your Nonprofits Impact

http://youtu.be/KzP0v8cYIyk

Increased New Donors Reduce Donor Attrition Increased New volunteers Increased New Donors Increased Repeat Volunteers

Outcome
Dove website rank jumped to 3000 in the US during the campaign and 25,000 worldwide

Why did this work

It

targets a hot topic and sensitive emotions It makes the audience feel like they are giving back

Customers like to feel loved or at least appreciated by the brand they intend to purchase

It

just doesnt feel like an ad

So what is
Promotion of brands, beliefs or behaviors that have the opportunity and ability to make a measurable and substantial difference in societies. Also called cause marketing or marketing for good

Indicators of this trend emerging

(Put pics and hyperlinks here too)

Socially responsible campaigns are on a rise:

Coke recently unveiled the following advertising showing concern for obesity:http://www.youtube.com/watch?v=bHhCP5adzM Lifebuoy spreads awareness for the essence of washing hands in the developing countries:https://www.youtube.com/watch?v=UF7oU_YSbB Starbucks - reusable mugs

Other relevant social media campaigns

Businesses emerging out of this

Companies

like Socialvibe are specialising in engaging audiences, particularly through social change channels

GE, Marriot, Nestle, etc.

What is the impact of this messaging?

OF COURSE!

Sincere

True

Real for the cause

Effective chain of online social media tools and channels through campaigns, tools, downloads

Social change marketing campaign guidelines

Identify and Utilize Your Best Social Assets- the social change/cause if Strategically more relevant to your business is more impactful (Eg: Colgate smiles, dove beauty, Marriot make beds for poor) Create a Strong Theme with Clear Goals Preferably, Seek a Non-Profit Partner That's Active in Social Media (Ge partnered with charitywater.org, Colgate facebook app got 500,000 shares in 5 weeks after partnering) Connect the Theme, Sponsor, and Non-Profit Target a Well-Defined Audience Energize and Motivate Your Supporters Pay Attention to Timing Follow Up Conclusion

Conclusion
(Here,

takeaways from each of the 4 sections will be discussed) The printing press, newspapers gave us recorded knowledge, but the internet enables each of us to be a producer and gives access to intelligence in other people. its not the information age, its the age of networked intelligence. The open world, is bringing empowerment and freedom. Its bringing about a big change.

 What

marketing principles are used in the social media events

Use social media to find, connect people with same concerns and build relationship Collective intelligence to deepen understanding Fosters user participation, engagement, and user generated content Monitoring and getting user insights from online community

Essentials for a good campaign

Describe your Initiative Understand how your audience uses social media

Humanize your Initiative

Understand your audience to Cultivate relationships

Have a goal and measure success