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Leveling Web 2.0 for Social Causes

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Aniisu K Verghese
Aniisu K Verghese

NAASCOM Foundation invited me to speak on ‘Leveling Web 2.0 for social causes’ at their Connect IT forum at Bangalore on March 24, 2011. The presentation slides share insights and tactics that non profits can benefit from.

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Leveling Web 2.0 for Social Causes Aniisu K Verghese NASSCOM Foundation - ConnectITDay Harnessing Information Technology for Not for Profits March 24, 2011
Disclaimer Due care has been taken while preparing this presentation but the author cannot be held responsible for any misuse or misrepresentation of information. The views expressed in this presentation are those of the author and do not reflect those of the organization he works for. Data for this presentation has been drawn from various sources and is gratefully acknowledged.
Introduction and Context Over 12 years in advertising, corporate communication, internal communication Founder member and President of Friends for Life, a road safety NGO Partnered with CSR wings at Accenture and i-flex Connection with social media: Internal Communication Blog – Intraskope
Friends for Life Blog: Roadsense.wordpress.com World Health Organization website Partner sites Events Web: http://civic.websitewelcome.com/~fflonlin/anishhome.htm Online communication kit Focus: road safety awareness and advocacy Media World Health Organization report
Non Profit Social Media Landscape The Non Profit Social Media Decision Guide, 2010
Social networking integral to non-profits’ online strategy - 74.2% have a presence on Facebookand 30.9% have one or more social networking communities on their own website. - Twitter is the second most popular, used by 57% of organizations - YouTube is still popular with nearly half (47%) of charities indicating they have a presence on this social video-sharing site. 2011 3rd Annual Nonprofit Social Network Benchmark Report
Close to 50% run social media on zero budgets! 2011 3rd Annual Nonprofit Social Network Benchmark Report
Of those who spend at least two hours a week on each social media channel, 54 percent reported results we considered a substantial success beyond simple growth in the social media tools themselves—for example, an increase in website traffic, substantive feedback or new volunteers. The Non Profit Social Media Decision Guide, 2010 Begin small
Not everyone using social media is successful Oxfam America raised USD 1,00,000 in 5 days through Facebook Causes after the Haiti earthquake in January 2010.In contrast, only a fraction of the 1,80,000 organizations on Facebook have raised over USD 1,000 2010 Non Profit Social Media Benchmarks Study
Making is easy to engage Basics followed: direct, easy, action oriented http://www.thebanyan.org/
Social Media for dialogue and crowdsourcing Blog, RSS Update sign-ups Two-way communication, good use of social media tools – podcasts, blogs Storytelling approach http://www.soscvindia.org/
Build connection and reach Missing opportunity to: ,[object Object]
give clear direction for visitors
take actionhttp://www.aksharafoundation.org/
Don’t miss the opportunity to build community Put the sign-up upfront ‘Find us on Facebook’ link inside ‘Get Involved’ page Add links to online presence http://www.christelhouse.org/
Debunking Social Media Myths ,[object Object]
It takes time
Is meant for business houses
Requires significant investment
Can be only done by marketing experts

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Leveling Web 2.0 for Social Causes

  • 1. Leveling Web 2.0 for Social Causes Aniisu K Verghese NASSCOM Foundation - ConnectITDay Harnessing Information Technology for Not for Profits March 24, 2011
  • 2. Disclaimer Due care has been taken while preparing this presentation but the author cannot be held responsible for any misuse or misrepresentation of information. The views expressed in this presentation are those of the author and do not reflect those of the organization he works for. Data for this presentation has been drawn from various sources and is gratefully acknowledged.
  • 3. Introduction and Context Over 12 years in advertising, corporate communication, internal communication Founder member and President of Friends for Life, a road safety NGO Partnered with CSR wings at Accenture and i-flex Connection with social media: Internal Communication Blog – Intraskope
  • 4. Friends for Life Blog: Roadsense.wordpress.com World Health Organization website Partner sites Events Web: http://civic.websitewelcome.com/~fflonlin/anishhome.htm Online communication kit Focus: road safety awareness and advocacy Media World Health Organization report
  • 5.
  • 6.
  • 7. Non Profit Social Media Landscape The Non Profit Social Media Decision Guide, 2010
  • 8. Social networking integral to non-profits’ online strategy - 74.2% have a presence on Facebookand 30.9% have one or more social networking communities on their own website. - Twitter is the second most popular, used by 57% of organizations - YouTube is still popular with nearly half (47%) of charities indicating they have a presence on this social video-sharing site. 2011 3rd Annual Nonprofit Social Network Benchmark Report
  • 9. Close to 50% run social media on zero budgets! 2011 3rd Annual Nonprofit Social Network Benchmark Report
  • 10. Of those who spend at least two hours a week on each social media channel, 54 percent reported results we considered a substantial success beyond simple growth in the social media tools themselves—for example, an increase in website traffic, substantive feedback or new volunteers. The Non Profit Social Media Decision Guide, 2010 Begin small
  • 11. Not everyone using social media is successful Oxfam America raised USD 1,00,000 in 5 days through Facebook Causes after the Haiti earthquake in January 2010.In contrast, only a fraction of the 1,80,000 organizations on Facebook have raised over USD 1,000 2010 Non Profit Social Media Benchmarks Study
  • 12. Making is easy to engage Basics followed: direct, easy, action oriented http://www.thebanyan.org/
  • 13. Social Media for dialogue and crowdsourcing Blog, RSS Update sign-ups Two-way communication, good use of social media tools – podcasts, blogs Storytelling approach http://www.soscvindia.org/
  • 14.
  • 15. give clear direction for visitors
  • 17. Don’t miss the opportunity to build community Put the sign-up upfront ‘Find us on Facebook’ link inside ‘Get Involved’ page Add links to online presence http://www.christelhouse.org/
  • 18.
  • 20. Is meant for business houses
  • 22. Can be only done by marketing experts
  • 23.
  • 24.
  • 28. View how video sharing engages
  • 30. Register for learning forums, associations, webinars
  • 34. Join conversations, create content, open up on your events/news, take and post pictures
  • 38. Monitor and measure - Blogbulse, Technorati, and TwitScoop
  • 39. Start a Blog (Blogger, Wordpress, Typepad etc)
  • 41.
  • 42. Final Word Understand the medium Focus on basics Be clear on what you want to accomplish Establish deep connection with your stakeholders Keep the dialogue going
  • 43. References http://www.giveindia.org/default.aspx?TPS=RI http://www.nonprofitsocialnetworksurvey.com http://www.google.com/nonprofits/ http://www.facebook.com/causes http://www.slideshare.net/andreavitali/nonprofit-social-media-benchmarks-study-2010 Images: http://blogs.ebrandz.com/wp-content/uploads/2011/03/social-media-rules-of-engagement-visual.jpg http://socialmediainfluence.com/wp-content/uploads/2010/09/Social-Media-use.png http://prebynski.com/wp-content/uploads/2010/02/puzzlegoal.jpg
  • 44. Keep in touch http://in.linkedin.com/in/aniisu http://intraskope.wordpress.com/ http://twitter.com/aniisu http://www.slideshare.net/aniisu http://www.flickr.com/photos/12291313@N05 intraskope@yahoo.com