Will your social media strategy get you murdered in a lake?

Session 1D: Social Media for Social Change with Keenan Wellar

Keenan’s social media passion: made, not born!

Found guilty of a crime against society

Found guilty of

having an intellectual disability

LiveWorkPlay

Turning moments into movements

Situation for people with intellectual disabilities in Ottawa and in general across Canada: only about 1% own their own home (as compared to 64% for general population) and only about 10% rent their own home – so we have some 90% of individuals living in some type of institutional residence.

A life transformed, a community transformed

LiveWorkPlay

Social media helps turn moments into movements

Website and Partner Websites

• Keep it mission-oriented

• Share real stories about real change

• Say thank you and say it publicly

• Be fast and have a plan – tomorrow is late

• Social media is about social capital

• Social capital is about reciprocity + time = trust

• Get this presentation from keenan.wellar.ca

If you remember nothing else….

Marketing? Me? No no no, I work for a charity!

Hello, my name is:

LiveWorkPlay Marketing

Budget!

Twitter, an interesting

journey!

@keenanwellar

@getbuzzed

Where it all started…

Those were the droids I was looking for!

If you got

there what

would you do

next?

Top 30 20 in Canadian non-profit

community? If only we’d been trying! (YouTube is more than

kittens and hits to the groin)

715 Views of Moira and Caroline [So Far]: Important Events Analytics

Social media analytics bring surprising levels of understanding and transparency to relationships

I-J: Posted on Facebook and LiveWorkPlay.ca

H: Posted on WordPress at keenan.wellar.ca

F-G: Shared with YouTube friends/subscribers

C-D-E: Featured in stories on partner websites

A-B-C: Post-conference presentation buzz

Being completely current on social media is a simple matter of the impossible, so

reinvigorate your joy of discovery!

My advice is learn all the tricks you can while you’re young!

slideshare

Is your organization engaged in marketing?

How well is your organization positioned in the competitive world of social marketing?

Do you have an integrated social media strategy?

How can social media help improve the rest of

your marketing and communications work?

Are you concerned with outputs or outcomes?

Social media is an opportunity to both enhance and challenge your organization’s mission-oriented pursuits!

“Master of the obvious” questions and statement…but…

It’s common that non-profit organizations don’t wish to see themselves as being in competition

Social media is often seen as a fringe activity

Seldom considered that social media might actually help improve other marcom activities

Social media often exposes outputs-focused marcom

Looking at how survey respondents use commercial social networks, the most popular role is:

1) traditional marketing—to promote the non-profit’s brand, programs, events or services—with 92.5% of survey respondents indicating this role as the purpose of their presence on commercial social networks

2) the second most popular role is for fundraising (45.9%)

3) third program delivery (34.5%)

4) fourth market research (24.3%)

Why listen? It’s not like Keenan shaves his head and wears black…

“The ability for you to have a thought and be able to publish that thought instantly to the world in any platform you desire, in text, images, audio, video, and it comes up immediately, is brand spanking new.” – Mitch Joel from Six Pixels of Separation

Seth Godin on leadership:

Leadership is scarce because few people are willing to go through the discomfort required to lead. The scarcity makes leadership valuable. If everyone tries to lead all the time, not much happens. It’s uncomfortable to stand up in front of strangers. It’s uncomfortable to propose an idea that might fail. It’s uncomfortable to challenge the status quo. It’s uncomfortable to resist the urge to settle. When you identify the discomfort, you’ve found the place where a leader is needed. If you’re not uncomfortable in your work as a leader, it’s almost certain you’re not reaching your potential as a leader.

For some,

social media is understood as a tool, a job, a skill, a choice…

When pursuing social change – whether it is a community where people with disabilities belong, or another desired social transformation – how leaders (both individuals and organizations) choose to understand social media has profound consequences for themselves and the world.

For myself and others,

social media is understood as the most profound confluence of human discourse the world has ever seen…

Some non-profits may fear that social media resistance is futile…

Those who are in proper mission-oriented focus will understand it as a new universe of opportunities…

Nobody likes making public mistakes!

It’s uncomfortable to propose an idea that might fail. If we are going to fail, let’s make sure it’s through a strategy that we know has a chance to succeed!

(Text of actual email, names removed) Keenan, thanks so much for permission to use

those images. The only problem is I can’t

use anything from Facebook from the

office as the agency has blocked it.

I’ll have to try it from home later.

Director of Marketing

Major Organization

Social Media as Marketing Monster

Andrea and I are interested in training with a team of LiveWorkPlay members to participate in this fun event

either by walking or jogging the 2K, 5K, 10K, or half marathon.

Social Media “Loss Of Control” Can Be A Great Thing!

You are likely offending one or both audiences.

You are putting disregard for

authenticity on public display.

On Twitter, 95% of re-tweets happen in the first hour!

On Facebook, updates have a full day life span!

LISTEN FIRST!

THEN RESPOND IN PROPER SOCIAL CONTEXT

Do as we say, not as we do:

social media engagement (non) strategy

Hi, I’m the CEO of a local charitable organization. I don’t have time for social media, but our summer intern is posting some of our press

releases on Facebook, you should check those out and make a donation!

Use of social media tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. Brian Solis Author of Engage!

It is unrealistic to expect more of your audience than you would expect from your

leadership and staff.

Lead by example!

The conversation

might lead somewhere but it definitely didn’t

start with an ask for $20 before you’d

start conversing!

Monetizing social media is like monetizing the conversation

you had while waiting for your mocha java!

After you listen – have conversations!

“I think a lot of the demographics that we’re gearing toward might not be your typical Facebooker or techsavvy person. Maybe the younger crowd and students for sure, but older prospective volunteers don’t use that tool, and a lot of our clients don’t use that as a tool,” she explained, noting that the agency is “busy enough without maintaining Facebook and Twitter pages.” - Coordinator of Volunteers quoted in newspaper

Do your practices alienate youth? Seniors? Both?

Source: Pew Research Centre

Are you expecting a mob of supporters to magically appear?

Charity begins at home – build your tribe!

I’m afraid to use social media because

someone might say something bad about us!

So conversely…

Effective use of Social Media is all about building Social Capital

Reciprocity

Time Trust

• Keep it mission-oriented

• Share real stories about real change

• Say thank you and say it publicly

• Be fast and have a plan – tomorrow is late

• Social media is about social capital

• Social capital is about reciprocity + time = trust

If you remember nothing else….

Partnerships: How can we give value to funders?

They have many good deeds to choose from!

Contact information and slides (available tomorrow):

http://keenan.wellar.ca

@keenanwellar