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Introduction
Social
Change refers to any significant alteration over time, in behavior patterns, cultural values and norms media provides a platform for like minded people to come together and initiate change at a faster pace awareness
Social
Shared
Statistics
94%
of online community members said internet helped them become more informed on social causes used internet to participate in online communities related to social causes got involved in new causes since they began participating in an online community
*Digital futures report (2008)
75%
87%
PROS
Helps to connect and unite in a crisis Help each other regardless of location Usurp authoritarian governments Empowers social activists making them more effective and cohesive
CONS
Lack of close relationship Weak ties between organization and activists Gap between awareness and action Revolution will not be tweeted
consumer options and thus can make choice simpler connective options and thus can promote relationship formation
Empowers
Foster
communal customization
of participation
Democratization
Initiators
The
common man
Government
Non For
profit organizations
Profit Organizations
Arab Spring
Tunisia
Makeshift We
are all Khaled Said & Aasma Mahfouz media was shut down in Egypt
Social
Speak2Tweet
was launched - 8660 followers in less than in 24 hours, 1 tweet every 2 minutes
to 230,000 tweets a day
2,300
Dedicated digital team and office of digital strategy Tied up with Real Estate website Zillow.com to educate homeowners about refinancing We the People petitioning tool on Whitehouse.gov Google hangout sessions to talk to voters
Obama
Open
and Participatory administration US voters trust social media as much as traditional news outlets
Obama
71%
of younger voters and 36% of older voters found social media trustworthy
2012
Ranked
Chances of Supporting Barack Obama Chances of Voting Chances of being a persuadable thinker
government and officials had little supervision from media or its people All mass media are government controlled Corruption and other problems were only exposed to and dealt with within the government Things changed with the rise of social media
(Chinas Twitter equivalent micro blog) empowers citizen-vigilante It has trained a critical public eye on people in authority across the country Many netizens voluntarily participates in the prowling for evidence of corruption
Yang Dacai- head of Shaanxi Provinces Safety Supervision Bureau, he was called to the scene of a ghastly bus crash that killed 36 bus passengers. For some reason, he was smiling inanely in a reporters photograph of the scene The Smiling Official went viral on Weibo, and infuriated netizens . Within a couple of days, he formally apologized and explained the smile on TV Netizens are not satisfied. Then five photos of him wearing five different luxury watches had been scoured from the Web and posted on Weibo. In total 11 pricey watches were identified. Then luxury suits, luxury belts, luxury eye glasses Netizens start to party: searching for new evidences, making songs and videos Yang is currently under investigation by the provincial disciplinary body
Incident
Publicity
Internet furors
Solution imposed
it successful?
In the year of 2012, out of 15 anti-corruption cases widely concerned across the country, 6 were initiated through Weibo, the rest 9 were all widely spread and discussed on Weibo as well 13 of the 15 cases have been officially closed with public announced results
Dosomething.org
http://www.youtube.com/watch?v=sH1sEyaDZQ0
Amnesty International
http://www.youtube.com/watch?v=edD87WazW1A
American Redcross
http://youtu.be/3yufZP-LZrk
Connect
Charity Water
Share Your Nonprofits Impact
http://youtu.be/KzP0v8cYIyk
Increased New Donors Reduce Donor Attrition Increased New volunteers Increased New Donors Increased Repeat Volunteers
Outcome
Dove website rank jumped to 3000 in the US during the campaign and 25,000 worldwide
targets a hot topic and sensitive emotions It makes the audience feel like they are giving back
Customers like to feel loved or at least appreciated by the brand they intend to purchase
It
So what is
Promotion of brands, beliefs or behaviors that have the opportunity and ability to make a measurable and substantial difference in societies. Also called cause marketing or marketing for good
Coke recently unveiled the following advertising showing concern for obesity:http://www.youtube.com/watch?v=bHhCP5adzM Lifebuoy spreads awareness for the essence of washing hands in the developing countries:https://www.youtube.com/watch?v=UF7oU_YSbB Starbucks - reusable mugs
like Socialvibe are specialising in engaging audiences, particularly through social change channels
Sincere
True
Effective chain of online social media tools and channels through campaigns, tools, downloads
Identify and Utilize Your Best Social Assets- the social change/cause if Strategically more relevant to your business is more impactful (Eg: Colgate smiles, dove beauty, Marriot make beds for poor) Create a Strong Theme with Clear Goals Preferably, Seek a Non-Profit Partner That's Active in Social Media (Ge partnered with charitywater.org, Colgate facebook app got 500,000 shares in 5 weeks after partnering) Connect the Theme, Sponsor, and Non-Profit Target a Well-Defined Audience Energize and Motivate Your Supporters Pay Attention to Timing Follow Up Conclusion
Conclusion
(Here,
takeaways from each of the 4 sections will be discussed) The printing press, newspapers gave us recorded knowledge, but the internet enables each of us to be a producer and gives access to intelligence in other people. its not the information age, its the age of networked intelligence. The open world, is bringing empowerment and freedom. Its bringing about a big change.
What