This workshop was facilitated by Scott Henderson, managing director of CauseShift, at the 2011 Global Health and Innovation Conference at Yale University, which is organized by Unite for Sight.

1. Breaking Thru the Clutter:
How to Market Your Cause and
Attract New Champions"

2. #1 Thing You
Need to Learn"

3. Not everyone cares
but someone does
and knows others
who care, too

4. So why me?

7. It
is
wonderful
to
create.
Akira
Kurosawa

9. Take Away #1
Everything is changing"

10. Shaving with a
face full of
Novocain"

20. Seven Main Tools"

21. Exercise
Break!

22. Take Away #2
Emotion trumps logic"

23. (r)evolution"

24. Compassion
suffering
together"

25. Evokes a
specific action"

26. What if you
could know
about all
the worldʼs
suffering?"

27. Focus on
specific actions"

28. Exercise
Break!

29. Take Away #3
Powerful stories are
the answer"

31. Story anchors
facts"

32. Story evokes
emotions"

33. Story inspires
action"

34. Exercise
Break!

35. Take Away #4
Tell me how you spent
the last $100 to get my
next $100 "

36. h#p://www.cygresearch.com/burksblog/

37. Exercise
Break!

38. Take Away #5
Give others the tools
to tell their story
about you"

39. Brands need to
become
platforms on
which creative
people can build"
Scott Belsky

41. People give to
people"

42. Exercise
Break!

43. Pop Quiz!

44. Five Takeaways?"

45. 1. Everything is changing
2. Emotion trumps logic
3. Powerful stories
4. The last $100
5. Others tell your story"

46. Bonus"
Content

47. Seven Main Tools"

48. Things to Remember"
• Youʼre “speaking” in public – everything
you share reflects upon you and your
cause#
• Social media requires social skills#
• While the financial costs are low, social
media requires a time commitment#
• Listen – Share – Learn#

49. Facebook"

50. Why Facebook?"
• Over 550 million registered users#
• 70% outside the US#
• Average user has 130 friends and creates 90
pieces of content each month#
• Every minute of the day, Facebook users spend
16,203,704 collective minutes on the website#
• Largest repository of photos and videos (3 billion
pieces of content shared each week)#
Stay Socially Relevant"

51. Pages, Not Groups"
Pages launched to replace old-style Groups#
Pages : Organizations :: Profiles : Individuals#
Robust tools#
• Videos, photos, events, Causes, wall posts,
etc.#
• Page analytics help you track interactions#

53. Op7mizing
Your
Page
• If
you
have
over
25
who
“like”
your
page,
you
can
register
a
vanity
URL
to
make
it
easier
to
promote
(i.e.
facebook.com/unicef).
Learn
more
at
h#p://www.facebook.com/username/
• Link
to
other
UNICEF
pages
and
your
partners’
pages
to
improve
your
Facebook
search
results
• Fill
out
your
Page
profile
and
include
URLs
to
your
website
and
main
social
media
accounts

54. Twi#er

55. Why Twitter?"
• Over 136 million registered users #
• 300,000 new user per day (60% outside US)#
• 180 million unique visitors per month & 27 million
tweets per day#
• Information network popular with media,
politicians, and celebrities#
• Asymmetric relationships (people can follow you
without you following them)#
• Twitter can influence offline conversations#
Real-Time Sharing"
4/16/11
55

56. Optimizing Your Twitter Page"
• Complete your profile and link to the one
URL youʼd like people to visit#
• Follow individuals and organizations
relevant to your information needs#
• There is no “right way” to use Twitter#

57. Cracking the Twitter Code"
• @ is the symbol denoting an account
name (i.e. @uniteforsight)#
• RT means “retweet” and is how you can
attribute what someone else tweeted#
• OH means “overheard” and is used for
anonymous quotes#
• # is called a “hashtag” and allows you to
participate in conversations with others
regardless is you are following them or not #

58. YouTube"

59. Why YouTube?"
• Over 2 billion videos watched per day#
• Every minute, 24 hours of video uploaded#
• Most users are age 18-55, evenly divided
between male and female#
• 51% visit at least weekly#
• 52% of 18-34 year-olds share often#
Direct & Indirect Video Sharing"

60. Flickr"

61. Why Flickr?"
• Over 5 billion images uploaded in total#
• 3,000 images every minute#
• Active community of enthusiastic users#
• Easy for you and other people to use your
photos on websites and blogs#
Photo Sharing"

62. Blog"

63. Why Blog?"
• One of the original forms of “social media”#
• Over 150 million blogs identified#
• Recognized and adopted by mainstream
media (NYTimes, The Guardian, etc.)#
• Demonstrate your progress and thought
leadership#
Create Conversations"

64. Short Messaging Service (SMS)"

65. Why SMS?"
• Over half the worldʼs population owns a
mobile phone #
• Simple messaging service (SMS) is universal #
• Collect data from many people all at once#
• Coordinate complex workflows and groups #
• Multiple SMS platform options: RapidSMS,
Ushahidi, Text for Change#
On-­‐the-­‐Go
Communica;on

66. RapidSMS in the Field"
• Remote health diagnostics#
• Nutritional surveillance#
• Community discussions#
• “Deputized” data collection#
• Registering children in public health
campaigns#
Case
Study:
h#p://www.rapidsms.org/case-­‐studies/malawi-­‐nutri7onal-­‐surviellence/

67. Mapping"

68. Why Mapping?"
• Create a common resource for all to use#
• Inherently social activity#
• Spurs conversation and discussion#
• Identify resources, data trends, and needs#
Shared Community Vision"

69. No matter the tool you use…"

70. Four Keys to Success"
• Be real – disclose
who you are and use
your natural voice#
• Stand out – find ways
to be memorable#
• Interact – share ideas
and make comments#
• Involve – ask
readers/viewers for
their input#

71. TakeAc;on@causeshiA.com
causeshiA.com
rallythecause.com
@scoByhendo