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Towards an Action-Focused Agenda for Social Change Using Social Media

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Raul Pacheco-Vega
Raul Pacheco-Vega

This is an abridged version of my talk at the Social Media Club Victoria monthly talk (May 26th, 2009). I spoke about how I conceive the idea of social change via social media and where my action-focused agenda has taken me, including examples from Mental Health Camp. Also, this presentation shares my 4xN Method to Analyze and Design Social Media Campaigns.

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An Action-Focused Agenda for Social Change Using Social Media Dr. Raul Pacheco-Vega http://www.raulpacheco.org @raulpacheco http://hummingbird604.com @hummingbird604
Social, social, social... Social media... social marketing... social change What does it all mean?
At the intersection ... Public Policy Issues Social Media Social Marketing Social Change
The human nature and the need to relate ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social network of the New Testament  http://www.esv.org/blog/2007/01/mapping-nt-social-networks/
So how is everything connected? Social change Public policy goals Social media Social mktg
Social marketing ,[object Object],[object Object],[object Object]
So, what is this thing you call... Social media? ,[object Object],[object Object],[object Object],[object Object],Image at http://www.47project.com/2009/03/11/social-media-experts-you-have-lots-to-learn-grasshopper/
Credit and source: http://www.fredcavazza.net/2008/06/09/social-media-landscape/
Social media is an enabling agent ,[object Object],[object Object],[object Object],[object Object]
Towards an action-focused agenda ,[object Object],[object Object],[object Object]
Step 1: Create the relationships ,[object Object],[object Object],[object Object],[object Object],[object Object]
Step 2: Be strategic and long-term about goals, tactics and strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 3: Align your social media toolkit to the strategic objective ,[object Object],[object Object],[object Object],[object Object],[object Object]
Step 4: Monitor behavioural change ,[object Object],[object Object],[object Object],[object Object],[object Object]
The most important element of all (TAKE ACTION) ,[object Object],[object Object],[object Object]
The 4xN Grid Method to analyze, design and implement social media campaigns
Source: Pacheco-Vega (2009) Target audience & demographics Issue selection & galvanization mechanism Platform selection & deployment Life-cycle & stabilization DeSmogBlog Mainstream media & PR folks Global warming Blogs Short-medium term Earth Hour Canada General public Energy conservation Twitter and Facebook Short-term Vote for Environment.ca Average Canadian voters (>18 yrs old) Environment as an outcome of political decisions Twitter/blog & Facebook Very short term Save the Great Bear Forest Average Canadian folk Biodiversity conservation Flickr/Facebook/Twitter Medium term Mental Health Camp General public, mental health practitioners Mental illness, stigma Twitter/blog –Facebook Long term
In closing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thanks for listening! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Towards an Action-Focused Agenda for Social Change Using Social Media

  • 1. An Action-Focused Agenda for Social Change Using Social Media Dr. Raul Pacheco-Vega http://www.raulpacheco.org @raulpacheco http://hummingbird604.com @hummingbird604
  • 2. Social, social, social... Social media... social marketing... social change What does it all mean?
  • 3. At the intersection ... Public Policy Issues Social Media Social Marketing Social Change
  • 4.
  • 5. Social network of the New Testament  http://www.esv.org/blog/2007/01/mapping-nt-social-networks/
  • 6. So how is everything connected? Social change Public policy goals Social media Social mktg
  • 7.
  • 8.
  • 9. Credit and source: http://www.fredcavazza.net/2008/06/09/social-media-landscape/
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. The 4xN Grid Method to analyze, design and implement social media campaigns
  • 18. Source: Pacheco-Vega (2009) Target audience & demographics Issue selection & galvanization mechanism Platform selection & deployment Life-cycle & stabilization DeSmogBlog Mainstream media & PR folks Global warming Blogs Short-medium term Earth Hour Canada General public Energy conservation Twitter and Facebook Short-term Vote for Environment.ca Average Canadian voters (>18 yrs old) Environment as an outcome of political decisions Twitter/blog & Facebook Very short term Save the Great Bear Forest Average Canadian folk Biodiversity conservation Flickr/Facebook/Twitter Medium term Mental Health Camp General public, mental health practitioners Mental illness, stigma Twitter/blog –Facebook Long term
  • 19.
  • 20.