This is a presentation I gave to the Holy Land Christian Ecumenical Foundation to help them understand how to better communicate for advocacy thru social media.

1. Special OlympicsBe a fan The Old. The New. Communicating for Advocacy. Prepared for the Holy Land Christian Ecumenical Foundation Leadership Retreat March 20, 2010

2. Welcome! Topics of this Workshop Traditional organizational approaches to communications by advocacy organizations New approaches and technologies that are being used by the most progressive and successful organizations How to refit and update organizational capabilities that can impact awareness, participation and financial support Open discussion about applications to HCEF

3. Categories for today are… Background: Who Special Olympics is and how did we get here? Social media 101: A quick intro to the world and tools of social media. Words to live by: Some tried and true methods of approach to social media. Imitation is flattery: Who is the best and what are they doing? Mirror, mirror on the wall: Just tell us what to do!

4. Background We are always moving forward, but its important to know where we’ve been!

5. Special Olympics The Mission: To provide year-round sports training and athletic competition in a variety of Olympic-type sports for children and adults with intellectual disabilities, giving them continuing opportunities to develop physical fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills and friendship with their families, other Special Olympics athletes and the community. The Vision: The Special Olympics Movement can ultimately transform communities by inspiring people throughout the world to open their minds, to accept and include people with intellectual disabilities, and thereby celebrate differences among all people, in the context of the greater similarities we all share.

7. 1 million athletes in 2001

8. 3.1 Million today

9. Important– Changing lives, attitudes and influencing policy

10. Transformative– Challenging stigmas and destroying prejudices

11. Unifying– Bridging chasms that divide us as a society. East Asia 774,929 North America 562,030 Europe/Eurasia 457,375 Middle East N. Africa 119,581 Latin America 293,551 Africa102,507 Asia Pacific 566,653 Serving over 3.1 million people with intellectual disabilities in more than 170 countries. “The sun never sets on the Special Olympics movement”

13. More than 30,000 local, state/provincial, national, regional and international events year-round and worldwide.

14. World Summer Games and World Winter Games alternate every two years, drawing thousands of athletes and supporters.“Just like a flower, Special Olympics made me blossom. If I can train 15 weeks for a marathon, I can do just about anything.” Special Olympics athlete Billy Quick

16. Family Support Networks and Young Athletes™ programs broaden the scope of our contribution to families and communities.

17. Special Olympics Get Into It ™ helps educate children in more than 5,000 schools around the world.

19. Special OlympicsOur image today Very familiar Very favorable Somewhat favorable Somewhat familiar Not very favorable Not very familiar Not at all favorable Not at all familiar How familiar would you say you are with Special Olympics? How favorable would you say you are towards Special Olympics? 15% 55% 62% 77% 95% 40% 20% 3% 3%

20. But positive image doesn’t always translate into action 14% 28% 43% 57% 33% 13% 10% 2% Least commitment Most commitment How likely are you to buy a product or service from a company that supports Special Olympics? How likely are you to donate to Special Olympics? How likely are you to volunteer for Special Olympics? 5% 28% 23% Very likely 57% Somewhat likely 85% Not very likely Not at all likely 50% 72% 43% 15% 22%

21. Why does love of Special Olympics not lead to engagement? % who said this attribute applied agreat deal to Special Olympics Correlation of Likelihood to Donate with Association

23. Pity

24. “Nice” thing to do

25. An occasional event

26. A charity

28. Empowerment

29. Important for society

30. A part of everyday life

31. A global marketing partner

33. Family Support

34. Community Development

35. AdvocacyIntangible:> Transformative impact on those touched by us> Catalyst for change in society-attitude, laws etc. Functional Benefits +

36. Brand Objectives Make Special Olympics more relevant to more people Increase Special Olympics awareness nationally and globally Attract new volunteers and Special Olympics participants, especially youth Motivate greater financial participation from individual donors and corporate sponsors Change attitudes about people with intellectual disabilities Engage the community to create commitments to the movement

37. Getting our Message Out There So we figured out who we are, what we stand for and what our goals are. So its time to get our message out there! ButHOW?

38. Social Media 101: The Right Mindset

39. It’s a brave new world

40. The One Critical Thing to Remember NOW THEN vs.

41. Then vs. Now Traditional Media Social Media Encyclopedia Britannica New York Times Print Newsletters Wikipedia Google Reader, Digg eNewsletter, Facebook, Twitter

42. Media Consumption in 2003

43. Media Consumption Today

44. Business Communications Evolution

45. Where do I start?

46. Common Misperceptions Social media is not… Free A silver bullet for fundraising An opportunity to control your message An opportunity to tell everyone what you think Inherently appealing and cool to millennials An alternative to clear messaging/mission

48. Growing by leaps and bounds

49. An opportunity for conversation

50. A great way to reach certain audiences

52. But who’s really using this stuff? More people than you think! Did you know the average age of a social network user is 37! Source:http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/

53. So where are people online? Dec 2009 Source: http://www.openforum.com/idea-hub/topics/marketing/article/improve-your-social-media-strategy-by-paying-attention-to-demographics-laura-aronsson-and-bianca

54. Know your audience Source: http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx

55. More demographics

56. Why do people participate?

57. How do people participate? © http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

58. More on why Social Media Matters

59. So What’s Out There?

60. How do I focus?

61. Decisions, Decisions…

62. Teach me to fish…

63. And how do you know me?

64. Fish where the fish are…

65. Activate Your Fans

66. I See You… Video sharing service that allows uploading, subscribing, viewing and sharing of user videos The most popular form of video sharing with over 100 million videos watched daily Ability to rate, comment and even respond to videos via text or video Videos are useful for bloggers to embed them on their sites and blogs to share with readers YouTube Videos can be integrated into Facebook and used by bloggers to host videos on their sites

67. If no one sees it, its not happening! Tell your story! http://www.youtube.com/watch?v=NCeUnOl9Q4g

68. Words to Live by…

69. The Tried & True The Best Advice I Can Give

70. Follow the Yellow Brick Road Strategize!

71. And now, the Late Show’s

72. …the top 5…

73. Pillars of Success

74. What does it look like in real life? Goal:End the derogatory use of the word ‘retard(ed)’ and promote the inclusion of people with intellectual disabilities. Objectives: Eclipse 100,000 total online pledges at www.r-word.org. Raise awareness to the hurtful effects of the word ‘retard(ed).’ Expand online communities. Strategy: Personalize the hurtfulness of the R-word, create conversations about inclusion and acceptance for people with ID. Tools: Downloadable web resources for schools and communities to hold pledge drives, Facebook, You Tube, Twitter, blogs Results: Over 100k total pledges, over 10k NEW Facebook fans, thousands of Facebook interactions, over 20k You Tube video views, thousands of re-tweets and two dozen blog posts.

75. The sincerest form of flattery

76. Chart the Waters

77. Simplicity Rules

78. Integration is Key

79. Where’s the Beef?!?

80. Prepare for Class

81. Mirror, Mirror on the wall…

83. 10 hours/week to participate

84. 10-15 hours/week to generate buzz

85. 20+ hours/week to build community

88. where you are comfortable

90. Re-tweet!

92. Follow people who tweet about you or your cause

93. Find and follow people/organizations (http://wefollow.com/tag/nonprofit)

95. Streamline your Communications

96. Rinse, Wash, Repeat Establish Regular Reviews What have we learned? What has worked well? What did not seem to have effect (so far)? What should we change? Are we moving toward our targets? What activities or targets should we adjust?

97. Great, but WHO is going to do this?

98. The hardest thing to do Take a deep breath because you are not in control anymore!

99. You don’t own your brand The Diet Coke and Mentos experiment

100. Get Personal Pick the right staff and let them be themselves

101. How do industry leaders handle it?

102. Authenticity rules the day Social media is an immersive world, therefore, your leaders need to be immersed.

103. Collaboration rules the office

105. Shift in your org’s reputation

106. New and repeat program participants, activists, donors

107. Increased requests for your programs

108. Pageviews/clicks/comments/fans/etc.

109. New email addresses/contact info

110. Signatures/actions taken

111. Dollars raised

113. And, we’re off! Time to get started!

114. Ask and you shall receive… QUESTIONS?

115. Don’t Reinvent the Wheel! Some Recommended Resources Ongoing Twitter Chat : #nptech - great way to meet people to learn from/share with on Twitter Allyson Kapin: Non-profits - Time to Get Mobile http://www.frogloop.com/care2blog/2010/1/15/nonprofits-time-to-get-mobile.html ***Beth Kanter/Beth’s Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change: http://beth.typepad.com/ http://beth.typepad.com/beths_blog/2009/02/how-do-you-measure-the-success-of-dog-to-person-fundraising-on-social-networks-dollars-or-doggietre.html Chris Brogan’s blog: http://www.chrisbrogan.com/grow-bigger-ears-in-10-minutes/ http://www.chrisbrogan.com/the-building-blocks-of-social-media-for-business/ Forrester Research Consumer Technographics Data: http://www.forrester.com/Groundswell/profile_tool.html KDPaine’s PR Measurement Blog: http://kdpaine.blogs.com/ Mobile Active http://www.MobileActive.org Nonprofit Tech 2.0: A Social Media Guide for Non-Profits http://nonprofitorgs.wordpress.com/2010/02/08/10-nonprofit-text-alert-campaigns/ Non-Profit Social Media Benchmark Study: http://www.e-benchmarksstudy.com/socialmedia/key-findings/ ***We Are Media wiki http://www.wearemedia.org/ ***Wendy Harman, American Red Cross: http://wharman.posterous.com/social-media-handbook ***Top Three Recommendations

116. Contact Ryan Ryan Eades Manager, Online Brand Communications Special Olympics International Phone: 202-824-0292 Email: reades@specialolympics.org Twitter: @ryan2499 Skype:ryan2499