1. Role of social media
for non-profits
Achintya Gupta

2. The power of social
media
 Video

3. Story #1 – change.org
•

4. 01
Change.org
 How change.org is
helping NGOs and
promoting citizen
activation

5. 01
Change.org
Start a petition [anybody
can do that]

6. 01
Change.org
Browse petition, sign and
promote the ones you
support

7. 01
Change.org
Ask your Facebook
friends to join the
campaign
Promote the campaign
through Twitter, emails

8. 01
Change.org
See who are your
supporters
As a supporter, discuss
the issue with the
community

9. 01
Change.org
The impact: victories +
citizen empowerment

10. Story #2 – Kiva.org
•

11. 02
Kiva.org
 A micro-financing non
profit organization
Stories of small
entrepreneurs get funded
by the crowd

12. 02
Kiva.org
 Browse stories that you
think can create most
impact
The stories are curated
by NGOs working in
developing nations
Lend money

13. 02
Kiva.org
 Entrepreneurs are funded
by the crowd
 The status bar shows
how much of the needed
fund is left

14. 02
Kiva.org
 Impact

15. Story #3 – Make a wish
•

16. 03
Make a wish
campaign

17. What this workshop is about?
•
 Understanding what is social media
Understanding how non-profits / NGOs are using social
media and social tools [global examples of successful
3. Generate customer data
stories]
Consider this as step #1

18. Agenda
•
 The new tools of bringing social impact – 3 stories
 What is social media? Why is it such a buzz
 Social Media for non-profits
3. Generate customer data
 What next?

19. Part II: What is social media
•

20. Time to distribute the papers!
•

21. 04
Learning: What is
Social Media
Traditional Media Internet Social Media
 Collaborative media
 Power of media shifted Print Telephone Radio Web 2.0
from editors to people Television
 Tools will change, social
behavior will not

22. 04
Popular social
media platforms
 Facebook
 Millions of people share
their thoughts, activities
and opinions with their
friends

23. 04
Popular social
media platforms
 Twitter
 Millions of people
collaborate real time
information

24. 04
Popular social
media platforms
 Wikipedia
 People collaborate on
knowledge

25. 04
Popular social
media platforms
 Blogs
 People collaborate on
opinions

26. 04
But that is not all!
 Fb, Twitter, YouTube,
LinkedIn, Wikipedia form
a small but well known
part of social media
 There are hundreds of
online communities,
focused networks, apps,
forums, UGCs that form
the major chunk

27. 04
Learning: What is
Social Media
Traditional Media Internet Social Media
 Collaborative media
 Power of media shifted from editors to
people
Print Telephone Radio Web 2.0
Television
Tools will change,
social behavior will
not

28. Part III: Why is social media
•
creating so much buzz

29. Let’s play the crowd-sourcing
•
game

30. How social media has impacted
•
every aspect of our life

31. 05
News
 The power of media has
gone into the hands of
news creators, curators
and citizen journalists

32. 05
Politics
 Barrack Obama used
social media to create a
citizen focused campaign

33. 05
Marketing
 Queensland Tourism
created the fascinating
‘best job in the world’
campaign with social
media

34. 05
CSR
 Pepsi Refresh campaign
crowd-sourced ideas to
refresh the world
 The best ideas were
given grants to
implementation

35. 05
Customer Support
 Social Tools are being
used to provide quality
support from brand and
users
 Comcast uses Twitters
for speedy address to
customer issues

36. 05
Innovation
 Dell Ideastorm – ideas for
dell products from
customers

37. 05
Product Design
 Threadless gets T-shirt
design from the crowd
 Community votes for best
designs which are then
sent to print

38. What have we learnt till now
•
 Social Media has the power to create great impact on
society
Social Media is collaborative media
3. Generate customer data
Social Media is not just for marketing – the concept has
use cases everywhere

39. Part IV: Social Media for non-
•
profits

40. Let’s play the ‘form your club’
•
game

41. Platform
Campaign1
3
Campaign4
Social Object: Lifestyle,
Passion, Cause
Platforms: Social
Platform Social
Platform Platforms like Facebook,
4 Object 2
• YouTube, Blogs, Online
Communities
How people
generally think
Campaigns: Ads –
Campaign2 Campaign3
Platform banner, text, TV, Radio;
1
How people events, promotions
should think
Adapted from Gauravonomics

42. 06
Social Object
 For your social media
efforts to be successful,
you need a core talk-
worthy idea that people
talk about
This core talk-worthy idea
can be a lifestyle,
passion, cause, need,
ambition etc

43. 06
Social Object
 Change.org: citizen
activation

44. 06
Social Platforms
 Once you decide upon
the social object, you
decide which platforms
fits best to your strategy

45. 06
Campaigns
 Aimed at recruiting
people to your platform
Can be ads, events,
promotions etc

46. Platform
Campaign1
3
Campaign4
Social Object: Lifestyle,
Passion, Cause
Platforms: Social
Platform Social
Platform Platforms like Facebook,
4 Object 2
• YouTube, Blogs, Online
Communities
How people
generally think
Campaigns: Ads –
Campaign2 Campaign3
Platform banner, text, TV, Radio;
1
How people events, promotions
should think

47. 06
Examples
 Aircel ‘Save Our Tigers’
Social Object: Save the
tiger
Platform: Facebook

48. 06
Examples
Chase Community Giving
Challenge
Social Object: Choose
the best charity
Platform: Facebook

49. 06
Examples
Name: Vote Report
Social Object: Reporting
voting malpratcies
Platform: Ushahidi

50. 06
Examples
Bell Bajao
Social Object: Stop
Domestic Violence
Platform: YouTube

51. 06
Examples
I Change My City
Social Object: Make
Bangalore a better city
Platform: Customized
community platform

52. Pratham Books
•
Blogs Scribd Flickr
Engagement built
around a single
social object –
Promoting reading in
India
Sound Cloud YouTube

53. Part V: Other benchmark
•
examples

54. 07
Examples
NGO post
Citizen journalism
platform
Readers report and vote
for news

55. 07
Examples
Causes
Members can start their
own causes
Get support in form of
fund raising, petitions and
pledges

56. 07
Examples
WWF – Panda Pages
WWF supporters can
create pages to save
wildlife, places and
promote donations

57. 07
Examples
Vittana
Micro –financing for
student loans

58. What next!
Read good blogs:
 Mashable
Techcrunch
Fast Company
Web Strategist – Jeremiah Owyang •
The Atlantic
Read books:
Groundswell: Charlene Li
Social Media Marketing: An hour a day – Dave Evans
Research Reports:
2020 Social Slideshare Channel*
Kuliza Slideshare Channel*
Social Technology Quarterly*
*disclosure: I have a past association with these research channels

59. Thank You •
-Achintya Gupta

60. Photo credits
http://www.flickr.com/photos/pinksherbet/3370498053/sizes/z/in/photostream/
http://www.flickr.com/photos/aarongilson/5419905792/sizes/m/in/photostream/
http://www.advantageconsultingservices.org/resources/seedling.jpg
http://learnthat.com/files/2009/03/non-profit-association1.jpg
http://socialmediamarketingmadeeasy.co.nz/wp-content/uploads/social-media-prism.jpg •
http://1.bp.blogspot.com/_if82LIq2I00/SRMk22YIU4I/AAAAAAAAA2c/eEYbNExNbaU/s400/IMG_6610.JPG
http://thesocioartist.files.wordpress.com/2010/08/prada-spring-summer-2009-womens-ad-campaign.jpg