The New Journalist in the Age of Social Media

Doing Good 2.0
The Next-Generation Internet’s impact on
communication, media, mobile & civic engagement

JD Lasica
Socialbrite.org
jd@socialbrite.org

Tuesday, November 24, 2009

Relax!

Flickr photo “relaxation,
the maldivian way” by
notsogoodphotography

http://delicious.com/socialmediacamp/nmlab
(all sites in this talk have been tagged for later retrieval)

Presentation at http://slideshare.net/jdlasica

Today’s hashtag

Creative Commons
photo on Flickr
by Prakhar

Tweet this talk! Hashtag: #nmlab


Glossary for new terms

“ Social media:
Any online technology or practice that lets us share
(content, opinions, insights, experiences, media)
and have a conversation about the ideas we care about.

”
http://socialbrite.org/glossary

What we’ll cover today
Overview: The landscape
• Forces driving next-gen Net
• Rise of social media
New roles
• Entrepreneur & strategists
• Conversation facilitator
• Social marketer
• Practical futurist
• Metrics & research
• Journalist & storyteller

Tools & resources


Reality check
World Internet users by region
Asia: 650 million
Europe: 390 million
North America: 246 million
Latin America/Caribbean: 166 million
Africa: 54 million
Middle East: 45 million
Australia/Oceana: 20 million

1.57 billion users worldwide

Source: Internet World Stats, February 2009
http://internetworldstats.com/stats.htm


Forces driving next-gen Internet

3 accelerating trends:
Digitization

Network effect

Power of participation


Mobile Planet
4.1 billion mobile device subscriptions worldwide; roughly
4 billion people use or have access to cell phones
Took 12 years to connect 1st billion mobile users; 2.5
years for 2nd billion; 22 months for 3rd & 4th billion

Apple has sold nearly 50 million
iPhones & iPod Touch mobile
devices; 100,000+ apps in
iTunes Store
Just beginning to see impact of
Mobile Generation on culture


Online meets offline
Wikitude AR Travel
Guide for Android G1 is
an augmented reality
application that, using a
Webcam and GPS
functionality, overlays
information from
Wikipedia, letting you
search for 350,000
points of interest.


Social media: Explosive uptake
Blogs
Social networks
Microblogs (Twitter)
Podcasts
Social bookmarking
Wikis
Online video (YouTube, Vimeo, Viddler)
Widgets
Photo sharing (Flickr, Photobucket, SmugMug, etc.)
Virtual worlds
Forums
Presentation sharing


Social media by the numbers
25-40 million active blogs; almost 1 million blog posts per
day; over 346 million people globally read blogs
6 of top 10 websites in US are social sites (YouTube,
Facebook, Wikipedia, MySpace, Blogger, Craigslist)
Facebook: 300 million members
Twitter: 19% of U.S. adults use Twitter;
5.8 billion tweets sent out
Flickr: 3 billion-plus photos
YouTube: 1 billion-plus videos served per day; people upload
equivalent of 86,000 full-length Hollywood ﬁlms every week
Whenever someone opens a computer, 60% of time it’s for
social reasons

Tweets in real time
popacular.com/gigatweet


Social media in 60 seconds
personalizemedia.com


Overview: Who’s participating?
Women active
in social media
More than half of online U.S.
women report doing a “social
media” activity at least once a
week. Of those, more than half
do so on a daily basis.

Survey of 2,821 women
conducted by Compass
Partners, March 2009.

www.blogher.com/press


Participation is widespread
42 million
women do it
42 million U.S. women
participate in some form of
social media at least once a
week.

Activities include:
• social networks
• reading blogs
• posting to blogs
• message boards & forums
• status updates on Twitter, etc.

Source: 2009 Women and Social
Media Study by BlogHer, iVillage and
Compass Partners


Shifting time to social media
Shift by women away from traditional media
continues to increase

Source: Compass Partners

Megatrends in social media
The Web is the platform.
Rise of real-time Web.
We’re moving to the cloud.
Social media and Sharing
Economy are disrupting
traditional business models.
Internet and social media have changed balance of
power between people and institutions.
Flattening of hierarchies is leading to a rethinking of
organizational structures: more autonomy, collaboration.


Megatrends in social media
More of our online experiences
will be happening through
portable devices.
Destination sites giving way to
presence on multiple social sites.
Command-and-control styles of
PR/marketing are on way out.
Rise of interesting new fundraising
models online.


Cultural norms of social media
It’s not about the technology, it’s about connecting people.
Premium on sharing
Transparency
Conversation expected
Mistrust of traditional authority
ﬁgures & marketers
Instead: trust in peers, people
like ourselves — even
strangers
Trust is easily gained and easily lost.
Credit/attribution given
Collaboration

Media 1.0 Media 2.0
Lecture Conversation, participation
Passive consumers Empowered users
One to many Many to many
Corporate/autocratic Democratic, collaborative
Centralized Distributed
Elite professionals Grassroots, edges in
Exclusive Inclusive
Remote voice Personal voice
Heavily filtered Unfiltered/lightly filtered

Now, about this project ...


New roles
1. Entrepreneur & strategist

2. Conversation facilitator &
stimulator

3. Social marketer

4. Practical futurist

5. Metrics & research nerd

6. Journalist & storyteller

Combining all 6 roles to
become ...

Photograph by Tristram Kenton © The Really Useful Group Ltd.


Community builder

here’s an amazing
difference between building
an audience and building a
community. An audience
will watch you fall on a
sword. A community will fall
on a sword for you.

— Chris Brogan
Author,“Trust Agents”


1.Entrepreneur/strategist

Creative Commons BY
photo on Flickr by
jonrawlinson

Before you focus on the tools, deﬁne the end goals.
Be realistic, but don’t be afraid of blue-sky thinking.
Be passionate but clear-headed about outcomes.
Consider 2-3 strategic partnerships.
Think: Is this a venture I would fund?

Goal-setting: a 6-step process
1. Deﬁne target audiences
2. Deﬁne objectives
• Launch self-sustaining
project
• Also increase members
or followers?
• Create broadcast TV
presence?
• Increase visibility for
cause?
• Public education?
• More robust
community outreach?


Goal-setting: a 6-step process
3. Deﬁne your strategy
• Identify internal champions
& contacts
• Set out rules for interaction
with public
• Assign responsibilities
• Map out project & campaigns
• Identify tools & platforms
• Establish measurable goals
4. Launch pilot projects or campaigns!
5. Monitor, measure results, track analytics, reﬁne.
6. Be patient. Iterate, adapt, move on.

Tap into the sharing economy

Creative Commons
photo on Flickr by
Jason Means

Don’t do all the heavy lifting!


Creative Commons

Creativecommons.org
• Rich source of free
commercial material.
• Flickr: 26 million+ Attribution
& ShareAlike licenses
• Use them for your blog,
website, email or print
newsletter, presentations, etc.

ﬂickr.com/creativecommons


Leverage the ecosystem of free
Free content! Free resources!
Free photos Socialbrite.org/sharing-center
Free videos (TED Talks, etc.) Creativecommons.org
Free music & audio Meetup.com

Free software & platforms! Free expertise!
WordPress & its plug-ins BarCamp
Open Ofﬁce 3.0 PodCamp
Drupal, Joomla & other WordCamp
open source platforms Social Media
Ubuntu Linux OS Club
Kaltura for video
/Strategist

2. Conversation facilitator
Tactics to execute strategy:
Set up a Monitoring Dashboard
Strategic use of Twitter
Outreach to key inﬂuencers
Email to drive conversation
Create Facebook fan pages
Local meetups & tweetups
Contests & discounts
Create widgets to enlist bloggers as evangelists

Create Monitoring Dashboard
Set up a Monitoring
Dashboard (listening
station) to track what’s
being said about the
nonproﬁt/cause.
Best of breed: Google
Reader, Feedly (left) &
Netvibes supplemented
by a Twitter monitoring
service.
Let’s set up a project
management site to
share free tools and best
practices.

Best practices for Social Web
Remember: Social media is a
universe, not a set of tools.
Think of social media as a way to
talk with your supporters, key
employees and stakeholders.
Build relationships. Good
relationships take time.
Be a connector. Reciprocate.
Follow back.
It’s not all about you. Offer value.
Give more than you take.
Empower supporters & fans, don’t
market to consumers.

Best practices for Social Web
Be authentic and transparent about
who you are. Disclose your relationship
to the nonproﬁt/services you promote.
Trust each other. Learn as you go.
There is no handbook.
Don’t be stupid.
Don’t be defensive — be open to critical feedback.
Successful campaigns engender authentic enthusiasm.
Social media still comes down to the product or cause.
Conversations can’t be controlled or “managed.” But they
can be engaged, informed and elevated.
Remember: Audience is not the same as community.


Make Twitter work for you
Start by listening & observing.
Not a broadcasting medium to distribute press releases or
your headlines. Good rule of thumb: 3 conversational tweets
for every ‘broadcast’ tweet.
Unlearn the conventions of journalism.
Be conversational, not detached.
Use it for outreach, soliciting ideas,
customer support, to announce events,
to recommend articles, to identify experts.
#1 trafﬁc driver: retweets
Use calls to action; use ‘Please RT’ strategically.
Tweets with a URL are 3x more likely to be retweeted.
nytimes.com: Twitter drives 10% of its trafﬁc.


Grow your Twitter following
Schmooze with the heavy hitters in your sector.
Find the evangelists and inﬂuencers and follow them.
Make sure your bio is optimized for searching.
Follow the people on the lists they follow.
Talk about your agenda one-third of time.
Promote other folks’ agenda two-thirds of time.
Use Twitterfeed and Tweetlater strategically.
Become a “one-person StumbleUpon” of useful information.
Be interesting. Be diverse in what you talk about.
Link your Twitter proﬁle everywhere — even on your business card.
Join in on Twitter events expressed as #hashtags.


Grow your Facebook following
Make sure your Page name is optimized for Facebook searches.
Pair your nonproﬁt’s logo with a photo.
Add relevant pages as favorites to your Page.
Create a custom landing page for new visitors.
Entice potential fans with goodies if they become fans.
Make sure fans can freely post all media types on your wall.
When messaging fans, make it about them.
End messages with a speciﬁc request to share your message.
Make your Page known as a source of valuable content.
Use targeted Facebook Ads to promote your Page.
Include Facebook in the overall marketing mix.

Identify & engage influencers

Scope out Twitter or Facebook users in your sector with
large # of followers. Engage them, don’t sell them.
Ask followers to add you to their Twitter Lists where
appropriate.
Learn about how people in your sector use social media.
Connect with social media inﬂuencers on other platforms.


Use hashtags to join conversations
Find relevant hashtags through
hashtags.org or Twitter Search.
Join (but don’t spam)
conversation threads.
Start your own hashtag,
especially for events.
Hashtags to check out:
#nonproﬁt #4change #nptech
#charitytuesday #CSR
#socialgood #fundraising

At left, widget found at:
http://journchat.info

The power of widgets
Events & news
Left: Indy.com staffers pick the best local events to
highlight on the site’s front page. Below: NY Times
world news widget.
Think of how you can create widgets for speciﬁc
sections of Scholastic’s website. Two beneﬁts:
• slick packaging of content
• enlist users to
distribute content on
their own blogs


Tap into real-time conversations
Turn conversations
into communities
Tap into the conversations
that are already taking place
in your sector: Widgets let
you post tailored discussions
— by topic or geographic
location.

Create widgets for different
sections of your site.

Services: Widgetbox,
Netvibes, Yahoo
Widgets.

/Conversation facilitator


3. Social marketer
Use tactics to spur people to
connect with each other around a
sharable object you’ve created.
The ‘object’ can be anything: a story,
photo, game, blog post, cause
campaign, event, product, iPhone
app, etc.
The most effective sharable objects
are portable and transmutable,
evoke emotion and can be easily
copied and reproduced in many
channels and formats.
Use conversation, not a marketing
sell, to share your object.

Social news tools
Facebook Connect: Each story shared on
Facebook is seen on average by 40+ friends.
Use it to authenticate comments.

Google Friend Connect: Same potential for
large network effect. Already 8 million
communities.

Digg: 39 million monthly visitors; 80 million
outbound links per month; home page story on
Digg will send 20,000 to 200,000+ clicks


Spur engagement through video
Video: Live
or recorded
Can you leverage video
created by your supporters?
Video has much more impact
than straight text.
One estimate: 90% of Web
content will be video by 2012.
Twitcam combines simplicity of
Twitter with ability to stream.
Cisco: cost per video view:
2-4 cents.
You can use partners &
bloggers as content
distributors.
Live streaming video tools
Freespeech.tv include Kyte.com, Qik.com,
Ustream.tv, Livestream.com
& Youcaster.com.


American Cancer Society, Web 2.0
morebirthdays.com


Social cause success stories
charity: water’s September birthday
campaign. They make it about you.
LiveStrong, the Lance Armstrong Foundation,
has a strong community outreach program.
America’s Giving Challenge enables users to
vote for daily, overall causes you want to
support.
Nature Conservancy’s Adopt an Acre of
Rainforest program — for every 10 gifts you
send, you’ll save 1 square foot of Rainforest.
Invisible Children’s Visible Children
Scholarship Program.


charity: water
Aug.-Oct. 2008:
Twitter co-founder Biz
Stone launched a
campaign asking those
with September
birthdays to accept
online donations to
charity: water in lieu of
gifts.
Partly as a result, the
nonproﬁt raised
$393,000 for 33
villages.


Multiple campaigns
Twestivals held in 202 cities on Feb. 12, 2009,
bringing together the Twitter community for fun
and a good cause. Raised $250,000 to build
55 water projects in Ethiopia, Uganda and
India, clean water for more than 17,000 people.

In less than 2 years, charity: water has raised over $3 million and funded
over 600 water projects by actively using Facebook Causes & MySpace
and interactive media in building awareness of its mission.
Creatively brought the issue of water to life using conversation-inspiring
proﬁles, video and images. On YouTube, its channel includes an
imaginative video with the tagline: “Imagine if New York City’s taps went
dry. What would we do?” The video’s received over 650,000 views in less
than 3 months.
On Socialvibe, charity:water allows anyone to deploy a sponsored ad to
their social network proﬁle or blog; supporters have raised $57,000.

Recipe for fundraising success
Have a strong, simple message.
Make it for a speciﬁc cause, not for
nonproﬁt or general fund.
Tell a compelling story with a strong
human interest angle.
Have a clear “ask” or call to action.
Create hard stop date for donations.
Build relationships with key influencers
& use social media to spread word.
Collaborate where possible.
Refresh the campaign as you go.
Use contests, drawings, discounts.
Creative Commons BY photo on Flickr
Spread your effort across multiple sites. by norwichnuts

/Social marketer

4. Practical futurist
GoodGuide.com: Mobile devices enabling ethics

Users can search the app for info on whether a product
is healthy, environmentally friendly & socially responsible.
Starting this month, you can scan supermarket barcodes
to bring up relevant information.

TV meets the Internet
Yahoo! Connected TV’s Widget Gallery + Intel Cinematic Internet

Eric B. Kim, senior VP, Intel

TV will be going social
Widget Gallery TV
Xbox
Netﬂix
TiVo
Boxee
LinkTV
BT (UK)


Grab open data

An API allows two applications to talk to each other. For example,
Flickr’s API might allow you to display photos from the site on your blog.
Open APIs allow mashups, like housingmaps.com (above), a rentals site
that aggregates data from craigslist and plots it on Google Maps.


Other ahead-of-curve ideas
Social Actions: Open API enables organizations & bloggers
to volunteer or take action on the causes they support, can
tailor it to your cause.

Giiv ("send some joy") is a new service that lets you give gifs
(movie tix) via texting. Opportunity for a Causes channel.

Firefox 3.5: Video playback no longer limited to Flash, QT,
WMV, DivX. Now can create native video in the browser with
many more capabilities.

Foursquare: Location-based service just debuted an open
API, the singular piece that launched Twitter into the
stratosphere.

The Extraordinaries: Use the power of community for micro-
volunteerism in people’s spare time.

/Practical futurist

5. Metrics/research nerd
Indianapolis Museum of Art

http://dashboard.imamuseum.org/

Social media metrics*
Identify your Key Performance Indicators (KPIs):
You may want people to:
visit your new micro-site
donate money
evangelize your cause
register for events
share your content
download a new app
sign up for a newsletter
answer a survey
post comments
have a better online experience
* sometimes called social inﬂuence or social marketing metrics

Measuring one campaign
Case study: Corel
The CorelDRAW team created the coreldraw.com micro-site for design pros
& graphic hobbyists to share information, build relationships and offer direct
feedback about products. Social media results:
• 15,000 members in ﬁrst year, rapidly growing; only 9% of
corporate online communities have more than 10,000
members.
• Community feedback was used to prioritize updates
added to the latest CorelDRAW Graphics service pack
• When searching the term “coreldraw,” the community is
#3 on Google and #1 on Yahoo! with no ad spend.
• CorelDRAW.com is a vibrant, self-sustaining community.
The forums are self policing and users are providing each
other with support. Coming from more than 190 countries,
these passionate users are extremely active.
Image created in CorelDRAW
Graphics Suite by Aleksey
Oglushevich.

Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal


6. Journalist/storyteller
Bring journalistic standards and values
into this new space: SPJ, NPR,
Committee of Concerned Journalists.
Digital storytelling one of the most
powerful and underused tools in
storyteller’s arsenal.
As much as possible, don’t get in the
way of people telling their own stories.
Serve as a guide, curator and
aggregator as well as a content creator.
Think: lightweight equipment (Flip or
Kodak Zi8) and easy editing tools.
Weave individual stories into a greater
narrative that conveys theme of project.

Tell stories
aglimmerofhope.org


Tools & resources
Fundraising: Givezooks!, Twitcause, ChipIn,
Givealittle.co.nz, Tweetsforacause.org
Cause sites: Care2, Change.org,
Causecast, Razoo, Idealist.org,
SmallCanBeBig.org, Donorschoose.org
Resources, tutorials: Socialbrite.org,
WeAreMedia.org, Mobilizing Youth,
Techsoup, KCNN.org
Translation captioning: dotSUB
Collaboration: Dropbox, Pando
Social bookmarking: Delicious, Magnolia,
de.liriou.us
Crowd-funded journalism: Spot.us
Polls: Twtpoll, Zoomerang, Survey Monkey
Project management: Huddle.net, Basecamp, Google Docs

Thank you! Let’s talk!

email: jd@socialbrite.org
twitter: @jdlasica

http://delicious.com/socialmediacamp/nmlab
Presentation at http://slideshare.net/jdlasica

The New Journalist in the Age of Social Media

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