Social Good Media: How to Leverage Social Media for Social Good

Speaker · Lecture · Dominican University of California · San Rafael, CA · April 2011

Guest lecture in a Green and Social Marketing course on social media for social good: social media trends, a revolution in education, and examples of social good media.

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Social Good Media Leveraging Social Media for Social Good
Presenter JoeyShepp.com GreenMBA Program Director at Dominican University of California Principal at Earthsite, Digital Media for Sustainable Brands
Guest Lecture BUS 4019: Green and Social Marketing Professor Michaela Hayes Guzman #104, Dominican University of California
Social Media is Changing the World (For the Better!)
Facebook: Global Citizenship 500,000,000 Active users 700,000 New Users Daily! 70% outside the US 380,000 Likes / minutes Accounts for 25% of all USA page views
YouTube: You are the Media 35 Hours Uploaded every Minute! Hundreds of the most popular users make 6 Figures a year Lady Gaga and Eminem surpass 1 billion hits
Twitter: The Pulse of the Planet New record set at New year 2011: 6,939 Tweets/ Second 40% USA 60% international In the USA, 87% awareness, yet only 7% use it Sentiment Analysis Proven as accurate as Exit Polls
3,339 Texts Per Month Average US Teenager
A Revolution in Education A school district in Maine is proposing to spend about $200,000 on Apple iPad 2s to get the devices into the hands of about 300 kindergartners.
Born into this world 92% of U.S. Toddlers have an online presence The vast majority of children today will have online presence by the time they are two years old — a presence that will continue to build throughout their whole lives.
Social Media is Social Good
Transparency Many to Many Networks Share Quickly People Trust Friends and Family Information Available
Trust Persistent Identity Time Online + Accumulative Ratings Creates Trust Careful not to ruin years of work building reputation
Democracy Facebook Like Twitter Retweet YouTube View
Accessibility Freemium Model: Offer a robust free product with an upsell opportunity for power users Builds a large, stable customer base Social good for the Low Income Key Companies: 37Signals, Google, Facebook
Cause Studies
Social Cause Marketing Team up for Autism Raise awareness of autism and funds for research and treatment programs for children with autism. Celebrity: Dan Marino Sponsor: Samsung
Marginalized Voices Homeless People Start Tweeting in New Awareness Initiative The goal was to raise awareness and give a peek inside the daily struggles and unexpected challenges of being homeless in a major urban city.
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Parody Chevron We Agree Campaign Parody emerges in response to false claims of companies.
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Consumer Activism fi fi In Carrotmob campaigns, an organizer asks local businesses to compete: Who will make the biggest change to their business in order to improve the world? Then you show up with your friends at the winning business, and spend money to support them. You can entice businesses to make social and environmental improvements by giving them a nancial bene t for doing what you want. It's the opposite of a boycott.
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Point-of-Purchase Activism Access to complete information. Veri ed Sources fi Convenient
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Direct Aid E-Commerce Site Lets Users Buy a Better Life For Girls in India The site asks visitors to “buy a girl her life back” by donating school materials to girls in India — thus helping prevent the common practice that its title alludes to.
Edutainment The Story of Stuff Visual Teaching, Viral Sharing
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Crowd Funding Raising funds through micro-investments. Examples Crowdrise Kiva Kickstarted Bypasses Traditional Investment Gatekeepers
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Games for Good Games for Change Education Arcades Explore Real World Problems Next: Games for Productivity… get paid for Gaming.
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WikiLeaks Technology Supports Leaks Fear of Exposure Drives more ethical behavior Financial models must adjust to Full cost accounting Effects Business, but also Government
More Info
JoeyShepp.com
Twitter Accounts @JoeyShepp @GreenMBA @SocialGoodMedia
Tweet me your Questions
Your Projects Top Projects to be Featured on the GreenMBA.com Blog
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