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USING SOCIAL MEDIA TO
INFLUENCE POSITIVE
BEHAVIOUR CHANGE
KELLY EVANS BA (Hons), AMRS, MCIM Chartered Marketer
Social Change UK
INTERACTIVE WEB
PLATFORMS VIA WHICH
INDIVIDUALS AND
COMMUNITIES SHARE, CO-
CREATE, DISCUSS, AND
MODIFY USER-GENERATED
CONTENT
MASSIVE
ASSUMPTION
THE POWER OF
SOCIAL MEDIA TO
INFLUENCE
POSITIVE
BEHAVIOUR CHANGE
I M GOING TO STICK MY NECK OUT
AND SAY THAT WE (SOCIAL
MARKETERS) ARE NOT USING SOCIAL
MEDIA TO FULL POTENTIAL
COST
CAPABILITY
CAPACITY
CYNICISM
SOCIAL MEDIA WILL BE A POTENT
DRIVER OF SOCIAL
RESPONSIBILITY AND POSITIVE
SOCIAL CHANGE IN YEARS TO
COME, INFLUENCING THE
BEHAVIOURS OF INDIVIDUALS,
CORPORATIONS AND
GOVERNMENTS
(DAVID JONES)
THOSE WHO DISMISS SOCIAL
NETWORKS AS PLATFORMS
FOR INANE CHATTER
ARE MISSING THE
SIGNIFICANCE OF THE
CHANGES TAKING PLACE IN
THE WORLD TODAY.
USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE
IF THIS GENERATION OF YOUNG PEOPLE
CAN TOPPLE PREVIOUSLY
IMMOVABLE
DICTATORSHIPSAS WE HAVE SEEN ACROSS THE ARAB
WORLD, THEN IMAGINE WHAT THEY
CAN DO TO YOUR BRAND, YOUR
CAUSE.
AGE	
  OF	
  DEFERENCE 	
   	
   	
  AGE	
  OF	
  REFERENCE	
  	
  
GLOBAL BRANDS
RECOGNISING
THE POWER OF SOCIAL
MEDIA TO GAIN
COMPETITIVE
ADVANTAGE, WIN
CUSTOMERS AND EARN
LOYALTY.
A POSITIVE FORCE FOR
CHANGE?
•  BEFORE THE FINANCIAL MELTDOWN, THE
FASTEST GROWING TREND IN BUSINESS
WAS THE MOVE TOWARDS SOCIAL
RESPONSIBILITY.
•  THE RUTHLESS PURSUIT OF PROFIT AT
ALL COSTS ALMOST LED TO A TOTAL
COLLAPSE OF THE GLOBAL FINANCIAL
AND ECONOMIC SYSTEM.
•  DOING WELL AND DOING GOOD ARE NO
LONGER SEEN TO BE MUTUALLY
EXCLUSIVE.
•  A STUDY CARRIED OUT IN 2010 FOUND
THAT 86% OF CONSUMERS BELIEVE IT IS
IMPORTANT THAT COMPANIES STAND
FOR SOMETHING OTHER THAN PROFIT
GE WANTS
CONSUMERS TO
TAG GREEN
INNOVATIONS IN
THEIR NEIGHBOUR-
HOOD AND THEN
CHECK IN WHILE ON
FOURSQUARE
STARBUCKS ASKS
CONSUMERS TO PLEDGE
TO SWITCH FROM PAPER
CUPS TO REUSABLE MUGS
‒ AND THEN PUBLICISE IT
TO THEIR FRIENDS
USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE
LEVI CREATED A FACEBOOK GAME TO EDUCATE FANS
ABOUT WATER CONSERVATION. THE MORE THEY
SHARED NEWS OF THE GAME WITH OTHERS VIA SOCIAL
MEDIA, THE MORE LITRES OF WATER THEY UNLOCKED
IN THE GAME ‒ GETTING THE COMBINED TOTAL CLOSER
TO LEVI S 200M LITRE GOAL, AT WHICH POINT IT WOULD
DONATE $250,000 TO HELP WATER.ORG
THESE SOCIAL MEDIA- DRIVEN INITIATIVES
ARE NATURALLY INTENDED TO BUILD
GREATER AWARENESS OF THE BRAND S
OWN SOCIAL REPONSIBILITY POSITIONING.
BUT IN ASKING CONSUMERS TO CREATE,
VOTE, LIKE, PLEDGE AND SHARE
ONLINE, THESE TACTICS CAN FOSTER A
CHANGE IN ATTITUDE AND BEHAVIOUR.
THE FIGHT AGAINST GLOBAL
WARMING WON T BE WON
SIMPLY BY CONSUMERS
VOTING FOR THEIR
FAVOURITE SUSTAINABILITY
PROJECT ON NOKIA S CLIMATE
MISSION MOBILE GAME,
HOWEVER THESE DIGITAL
INITIATIVES DO IMPART PRO-
ENVIRONMENTAL VALUES AND
HELP SHAPE CONSUMER
PREFERANCE FOR
GREENER
LIFESTYLES.
THE	
  TOBACCO	
  INDUSTRY	
  MAY	
  
BE	
  USING	
  WEBSITES	
  SUCH	
  AS	
  
YOUTUBE	
  TO	
  GET	
  AROUND	
  A	
  
BAN	
  ON	
  ADVERTISING	
  
CIGARETTES,	
  A	
  STUDY	
  SAYS.	
  	
  
RESEARCHERS	
  IN	
  NEW	
  
ZEALAND	
  STUDIED	
  THE	
  VIDEO-­‐
SHARING	
  SITE	
  AND	
  FOUND	
  A	
  
NUMBER	
  OF	
  PRO-­‐TOBACCO	
  
VIDEOS	
  "CONSISTENT	
  WITH	
  
INDIRECT	
  MARKETING	
  ACTIVITY	
  
BY	
  TOBACCO	
  COMPANIES	
  OR	
  
THEIR	
  PROXIES".	
  
SOURCE:	
  BBC	
  NEWS	
  
SO CAN SOCIAL MEDIA
REALLY CHANGE
BEHAVIOUR?
TECHNOLOGY LINKS
ACTIVISTS, CHANGE AGENTS
WITH THE REST OF THE
WORLD, ALLOWING THEM TO
AMPLIFY THEIR
CAUSE AND FIND
SUPPORTERS.
SOCIAL MEDIA HELPS TACKLE THOSE
BARRIERS TO ADOPTING A
SUSTAINABLE LIFESTYLE.
SOCIAL MEDIA TAKES THE SMALL, INVISABLE
ACTIONS AND BROADCASTS THEM TO THE
REST OF THE WORLD. WHEN POOLED WITH
THE ACTIONS OF OTHERS, SUDDENLY ONE
INITATIVE IS SEEN TO HAVE A
SIGNIFICANT IMPACT.
GLOBAL STUDY FROM THE NETHERLANDS ORGANISATION
SO WHAT OR WHO
IS DRIVING THIS?
82% OF YOUNG PEOPLE BELIEVE
THEIR GENERATION HAS THE
POWER TO BRING ABOUT
POSITIVE GLOBAL
CHANGE AND THE SOURCE OF
THAT POWER IS SOCIAL MEDIA.
ARMED WITH MORE INFORMATION
THAN EVER AND EMPOWERED BY
THEIR CONNECTIONS TO
ONE ANOTHER, THEY ARE
COLLECTIVELY INSISTING
THAT THE WORLD BECOME A
BETTER PLACE.
HOW	
  ONE	
  
PERSON	
  TOOK	
  
ON	
  A	
  GLOBAL	
  
BRAND	
  
MEET LEROY STICK
•  TWITTER - @BPGLOBALPR (AKA LEROY STICK) BEGAN
TWEETING SARDONIC MESSAGES HIGHLIGHTING BP S HAM
FISTED APPROACH TO THE CRISIS.
•  POSTS SUCH AS SAFETY IS OUR PRIMARY CONCERN. WELL,
PROFITS THEN SAFETY. OH NO, PROFITS, IMAGE THEN
SAFETY. BUT STILL IT S RIGHT UP THERE BEGAN
APPEARING AND WENT GLOBAL IN MERE SECONDS MAKING
BP A LAUGHING STOCK.
•  PEOPLE FAR MORE INTERESTED IN THE SPOOF POSTS THAN
BP S OFFICIAL TWITTER POSTS ‒ THE FORMER HAD 190,000
FOLLOWERS AND THE LATTER JUST 18,000
•  THIS MEANT THAT EVERYTIME SOMEONE CARRIED OUT AN
ONLINE SEARCH FOR BP, THE FIRST RESULTS THEY SAW
WERE DAMNING CONDEMNATIONS OF BP!
•  PROOF THAT AN INDIVIDUAL CAN TAKE ON A COMPANY AS
BIG AS BP.
TECHNOLOGY HAS
DRAMATICALLY
EMPOWERED
EVERYBODY AND GIVEN
THEM THE ABILITY TO
ACT AND INFLUENCE
OTHERS.
ORDINARY PEOPLE
ACTUALLY BELIEVE
THEY HAVE THE
POWER TO EFFECT
POSITIVE CHANGE.
BEHIND BARS LIVE
STAFFORDSHIRE POLICE USE SOCIAL
MEDIA TO PUBLISH LIVE UPDATES ON
WHAT LIFE BEHIND BARS IS LIKE TO
DETER CRIMINALS.
DID IT WORK? WHO KNOWS, BUT IT S
AN INNOVATIVE WAY TO TRY, AND TO
CREATE TRANSPARENCY IN
POLICING.
AN ACCOUNT
CALLED
@RIOTCLEANUP
ATTRACTED
MORE THAN
70,000
FOLLOWERS
AND HELPED TO
CO-ORDINATE
EFFORTS. IT
STARTED WITH
JUST 10 PEOPLE
NESTLE LEARNED THE HARD WAY WHEN IT
WAS ATTACKED FOR ITS PART IN THE
DEFORESTATION OF INDONESIAN
RAINFORESTS, THREATENING ANIMALS WITH
EXTINCTION IN ORDER TO MAKE WAY FOR
PALM OIL PLANTATIONS.
SUPPORT GREW FOR CAMPAIGNS
DEMANDING NESTLE TO CHANGE ITS WAYS.
NESTLE BACKED DOWN.
USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE
THE EFFECT QUICKLY
SNOWBALLS AS PEOPLE ARE
MORE LIKELY TO TAKE PART IN
INITATIVES THAT HAVE ALREADY
ATTRACTED A CRITICAL MASS OF
PARTICIPANTS; LARGE NUMBERS
SEND A SIGNAL THAT THIS IS
SOCIALLY ACCEPTABLE BEHAVIOUR
(OR NOT).
TECHNOLOGY AND SOCIAL
MEDIA HAVE DRAMATICALLY
SHRUNK THE WORLD AND
MADE PEOPLE REALIZE THAT
WE ARE ALL CONNECTED.
MAP THE SPILL IS A
MOBILE APP AND
WEBSITE BUILT FOR
THE PUBLIC TO
RECORD THE IMPACTS
OF THE OIL SPILL. THE
PUBLIC RECORD FIELD
NOTES, TAKE PHOTOS
AND VIDEO AND MARK
LOCATIONS ON A MAP.
DESIGNED TO COLLECT
DATA, SHARED WITH
THE PUBLIC. USED BY
RESPONSE TEAMS,
GOVERNMENT AND
SCIENTISTS TO TAKE
ACTION
USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE
INCREASES AWARENESS ABOUT
A CAUSE AND ENABLES USERS
TO TAKE ACTION IN SUPPORT OF
IT.
SO WHAT MAKES A SUCCESSFUL
SOCIAL MEDIA CAMPAIGN
ONE THAT CAN POTENTIALLY BRING
ABOUT POSITIVE SOCIAL CHANGE?
SOCIAL MEDIA IS AN IMPORTANT
ADDITION TO A CHANGE
PROGRAMME. IT CAN
DRAMATICALLY INCREASE THE
ACCEPTANCE OF CHANGE AND
ADVANCE YOUR EFFORTS
MY KEY INGREDIENTS
1. COMMUNITY
•  DON T UNDERESTIMATE THE ABILITY OF
PEOPLE TO COME TOGETHER AND FORM
COMMUNITIES OF INTEREST
•  TRY TO BUILD YOUR OWN COMMUNITIES TO
SUPPORT YOUR CAUSE OR EFFORTS
2. CUSTOMISATION
SNAP	
  PHOTOS	
  OF	
  YOUR	
  FOOD.	
  THIS	
  APP	
  
WILL	
  GIVE	
  YOU	
  SOMETHING	
  MUCH	
  
MORE	
  HELPFUL	
  THAN	
  CALORIE	
  COUNTS.	
  	
  
WILL	
  PROVIDE	
  A	
  BIG	
  PICTURE	
  BREAKDOWN	
  OF	
  YOUR	
  
HABITS	
  INCLUDING	
  YOUR	
  STRENGTHS,	
  WEAKNESSES	
  
AND	
  THE	
  BEST	
  PLACES	
  TO	
  START	
  MAKING	
  A	
  CHANGE.	
  
DID	
  YOU	
  EAT	
  BETTER	
  THIS	
  WEEK	
  OR	
  LAST?	
  DO	
  YOU	
  
EAT	
  BETTER	
  IN	
  THE	
  MORNIGN	
  OR	
  EVENING?	
  OTHER	
  
APPS	
  TELL	
  YOU	
  ABOUT	
  YOUR	
  FOOD,	
  THIS	
  APP	
  TELLS	
  
YOU	
  ABOUT	
  YOURSELF.	
  	
  
WHEN	
  IT	
  COMES	
  TO	
  EATING	
  CHOICES,	
  
THIS	
  APP	
  GIVES	
  YOU	
  A	
  SECOND,	
  THIRD,	
  
OPINION…FROM	
  PEOPLE	
  LIKE	
  YOU!	
  	
  
3. CONNECTION
USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE
USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE
4. CO- CREATION
5. CONVERSATION
6. TRANSPARANCY
•  ONE	
  WORD	
  AS	
  A	
  GUIDELINE	
  FOR	
  
RUNNING	
  A	
  BUSINESS	
  /
ORGANISATION	
  IN	
  THIS	
  NEW	
  SOCIAL	
  
WORLD?	
  TRANSPARANCY!	
  	
  
•  BUSINESSES/	
  ORGANISATIONS	
  THAT	
  
ARE	
  TRANSPARENT,	
  AUTHENTIC	
  AND	
  
FAST	
  WILL	
  BE	
  BETTER	
  ON	
  EVERY	
  
LEVEL	
  AND	
  BE	
  IN	
  A	
  STRONGER	
  
POSITION	
  IN	
  THE	
  NEW	
  WORLD.	
  
SPREADING YOUR MESSAGE IS A LOT
EASIER WHEN YOU DON T HAVE TO
REPEAT YOURSELF. MAKE YOUR
MESSAGE STRONGER, DEEPER AND
MORE IMPACTFUL BY FINDING WAYS TO
HELP OTHERS SHARE IT. THIS IS ONLY
POSSIBLE IF YOU HAVE CRAFTED YOUR
STORY WITH TRUST AND TRUTH.
7. STORYTELLING
8. EXCHANGE
•  SIMPLE CAMPAIGN ‒ LEVERED
BOTH CONSUMER INVOLVEMENT
AND USED SOCIAL MEDIA IN AN
INNOVATIVE WAY
•  IKEA UPLOADED ALL THE PAGES
FROM THEIR CATALOGUE TO A
FACEBOOK PAGE. PEOPLE COULD
TAG THEMSELVES ON A
PARTICULAR ITEM OF
FURNITURE.
•  THE FIRST PERSON WHO TAGGED
THEMSELVES WON THAT ITEM OF
FURNITURE
•  GREAT EXAMPLE OF
COLLABORATIVE PROMOTION
AND A VERY FAST WAY OF
BUILDING A MAJOR DATABASE
•  http://www.youtube.com/watch?
v=0TYy_3786bo
SOCIAL MEDIA AND
TECHNOLOGY
WON T CHANGE
THE WORLD.
PEOPLE WILL.
ANY QUESTIONS?
Email me: kellyevans@social-change.co.uk
Tweet us: @socialchangeuk
Poke us: www.facebook.com/socialchangeuk
Website: www.social-change.co.uk

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USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE

  • 1. USING SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE KELLY EVANS BA (Hons), AMRS, MCIM Chartered Marketer Social Change UK
  • 2. INTERACTIVE WEB PLATFORMS VIA WHICH INDIVIDUALS AND COMMUNITIES SHARE, CO- CREATE, DISCUSS, AND MODIFY USER-GENERATED CONTENT
  • 4. THE POWER OF SOCIAL MEDIA TO INFLUENCE POSITIVE BEHAVIOUR CHANGE
  • 5. I M GOING TO STICK MY NECK OUT AND SAY THAT WE (SOCIAL MARKETERS) ARE NOT USING SOCIAL MEDIA TO FULL POTENTIAL
  • 7. SOCIAL MEDIA WILL BE A POTENT DRIVER OF SOCIAL RESPONSIBILITY AND POSITIVE SOCIAL CHANGE IN YEARS TO COME, INFLUENCING THE BEHAVIOURS OF INDIVIDUALS, CORPORATIONS AND GOVERNMENTS (DAVID JONES)
  • 8. THOSE WHO DISMISS SOCIAL NETWORKS AS PLATFORMS FOR INANE CHATTER ARE MISSING THE SIGNIFICANCE OF THE CHANGES TAKING PLACE IN THE WORLD TODAY.
  • 10. IF THIS GENERATION OF YOUNG PEOPLE CAN TOPPLE PREVIOUSLY IMMOVABLE DICTATORSHIPSAS WE HAVE SEEN ACROSS THE ARAB WORLD, THEN IMAGINE WHAT THEY CAN DO TO YOUR BRAND, YOUR CAUSE.
  • 11. AGE  OF  DEFERENCE      AGE  OF  REFERENCE    
  • 12. GLOBAL BRANDS RECOGNISING THE POWER OF SOCIAL MEDIA TO GAIN COMPETITIVE ADVANTAGE, WIN CUSTOMERS AND EARN LOYALTY. A POSITIVE FORCE FOR CHANGE?
  • 13. •  BEFORE THE FINANCIAL MELTDOWN, THE FASTEST GROWING TREND IN BUSINESS WAS THE MOVE TOWARDS SOCIAL RESPONSIBILITY. •  THE RUTHLESS PURSUIT OF PROFIT AT ALL COSTS ALMOST LED TO A TOTAL COLLAPSE OF THE GLOBAL FINANCIAL AND ECONOMIC SYSTEM. •  DOING WELL AND DOING GOOD ARE NO LONGER SEEN TO BE MUTUALLY EXCLUSIVE. •  A STUDY CARRIED OUT IN 2010 FOUND THAT 86% OF CONSUMERS BELIEVE IT IS IMPORTANT THAT COMPANIES STAND FOR SOMETHING OTHER THAN PROFIT
  • 14. GE WANTS CONSUMERS TO TAG GREEN INNOVATIONS IN THEIR NEIGHBOUR- HOOD AND THEN CHECK IN WHILE ON FOURSQUARE
  • 15. STARBUCKS ASKS CONSUMERS TO PLEDGE TO SWITCH FROM PAPER CUPS TO REUSABLE MUGS ‒ AND THEN PUBLICISE IT TO THEIR FRIENDS
  • 17. LEVI CREATED A FACEBOOK GAME TO EDUCATE FANS ABOUT WATER CONSERVATION. THE MORE THEY SHARED NEWS OF THE GAME WITH OTHERS VIA SOCIAL MEDIA, THE MORE LITRES OF WATER THEY UNLOCKED IN THE GAME ‒ GETTING THE COMBINED TOTAL CLOSER TO LEVI S 200M LITRE GOAL, AT WHICH POINT IT WOULD DONATE $250,000 TO HELP WATER.ORG
  • 18. THESE SOCIAL MEDIA- DRIVEN INITIATIVES ARE NATURALLY INTENDED TO BUILD GREATER AWARENESS OF THE BRAND S OWN SOCIAL REPONSIBILITY POSITIONING. BUT IN ASKING CONSUMERS TO CREATE, VOTE, LIKE, PLEDGE AND SHARE ONLINE, THESE TACTICS CAN FOSTER A CHANGE IN ATTITUDE AND BEHAVIOUR.
  • 19. THE FIGHT AGAINST GLOBAL WARMING WON T BE WON SIMPLY BY CONSUMERS VOTING FOR THEIR FAVOURITE SUSTAINABILITY PROJECT ON NOKIA S CLIMATE MISSION MOBILE GAME, HOWEVER THESE DIGITAL INITIATIVES DO IMPART PRO- ENVIRONMENTAL VALUES AND HELP SHAPE CONSUMER PREFERANCE FOR GREENER LIFESTYLES.
  • 20. THE  TOBACCO  INDUSTRY  MAY   BE  USING  WEBSITES  SUCH  AS   YOUTUBE  TO  GET  AROUND  A   BAN  ON  ADVERTISING   CIGARETTES,  A  STUDY  SAYS.     RESEARCHERS  IN  NEW   ZEALAND  STUDIED  THE  VIDEO-­‐ SHARING  SITE  AND  FOUND  A   NUMBER  OF  PRO-­‐TOBACCO   VIDEOS  "CONSISTENT  WITH   INDIRECT  MARKETING  ACTIVITY   BY  TOBACCO  COMPANIES  OR   THEIR  PROXIES".   SOURCE:  BBC  NEWS  
  • 21. SO CAN SOCIAL MEDIA REALLY CHANGE BEHAVIOUR?
  • 22. TECHNOLOGY LINKS ACTIVISTS, CHANGE AGENTS WITH THE REST OF THE WORLD, ALLOWING THEM TO AMPLIFY THEIR CAUSE AND FIND SUPPORTERS.
  • 23. SOCIAL MEDIA HELPS TACKLE THOSE BARRIERS TO ADOPTING A SUSTAINABLE LIFESTYLE. SOCIAL MEDIA TAKES THE SMALL, INVISABLE ACTIONS AND BROADCASTS THEM TO THE REST OF THE WORLD. WHEN POOLED WITH THE ACTIONS OF OTHERS, SUDDENLY ONE INITATIVE IS SEEN TO HAVE A SIGNIFICANT IMPACT. GLOBAL STUDY FROM THE NETHERLANDS ORGANISATION
  • 24. SO WHAT OR WHO IS DRIVING THIS?
  • 25. 82% OF YOUNG PEOPLE BELIEVE THEIR GENERATION HAS THE POWER TO BRING ABOUT POSITIVE GLOBAL CHANGE AND THE SOURCE OF THAT POWER IS SOCIAL MEDIA.
  • 26. ARMED WITH MORE INFORMATION THAN EVER AND EMPOWERED BY THEIR CONNECTIONS TO ONE ANOTHER, THEY ARE COLLECTIVELY INSISTING THAT THE WORLD BECOME A BETTER PLACE.
  • 27. HOW  ONE   PERSON  TOOK   ON  A  GLOBAL   BRAND  
  • 29. •  TWITTER - @BPGLOBALPR (AKA LEROY STICK) BEGAN TWEETING SARDONIC MESSAGES HIGHLIGHTING BP S HAM FISTED APPROACH TO THE CRISIS. •  POSTS SUCH AS SAFETY IS OUR PRIMARY CONCERN. WELL, PROFITS THEN SAFETY. OH NO, PROFITS, IMAGE THEN SAFETY. BUT STILL IT S RIGHT UP THERE BEGAN APPEARING AND WENT GLOBAL IN MERE SECONDS MAKING BP A LAUGHING STOCK. •  PEOPLE FAR MORE INTERESTED IN THE SPOOF POSTS THAN BP S OFFICIAL TWITTER POSTS ‒ THE FORMER HAD 190,000 FOLLOWERS AND THE LATTER JUST 18,000 •  THIS MEANT THAT EVERYTIME SOMEONE CARRIED OUT AN ONLINE SEARCH FOR BP, THE FIRST RESULTS THEY SAW WERE DAMNING CONDEMNATIONS OF BP! •  PROOF THAT AN INDIVIDUAL CAN TAKE ON A COMPANY AS BIG AS BP.
  • 30. TECHNOLOGY HAS DRAMATICALLY EMPOWERED EVERYBODY AND GIVEN THEM THE ABILITY TO ACT AND INFLUENCE OTHERS.
  • 31. ORDINARY PEOPLE ACTUALLY BELIEVE THEY HAVE THE POWER TO EFFECT POSITIVE CHANGE.
  • 32. BEHIND BARS LIVE STAFFORDSHIRE POLICE USE SOCIAL MEDIA TO PUBLISH LIVE UPDATES ON WHAT LIFE BEHIND BARS IS LIKE TO DETER CRIMINALS. DID IT WORK? WHO KNOWS, BUT IT S AN INNOVATIVE WAY TO TRY, AND TO CREATE TRANSPARENCY IN POLICING.
  • 33. AN ACCOUNT CALLED @RIOTCLEANUP ATTRACTED MORE THAN 70,000 FOLLOWERS AND HELPED TO CO-ORDINATE EFFORTS. IT STARTED WITH JUST 10 PEOPLE
  • 34. NESTLE LEARNED THE HARD WAY WHEN IT WAS ATTACKED FOR ITS PART IN THE DEFORESTATION OF INDONESIAN RAINFORESTS, THREATENING ANIMALS WITH EXTINCTION IN ORDER TO MAKE WAY FOR PALM OIL PLANTATIONS. SUPPORT GREW FOR CAMPAIGNS DEMANDING NESTLE TO CHANGE ITS WAYS. NESTLE BACKED DOWN.
  • 36. THE EFFECT QUICKLY SNOWBALLS AS PEOPLE ARE MORE LIKELY TO TAKE PART IN INITATIVES THAT HAVE ALREADY ATTRACTED A CRITICAL MASS OF PARTICIPANTS; LARGE NUMBERS SEND A SIGNAL THAT THIS IS SOCIALLY ACCEPTABLE BEHAVIOUR (OR NOT).
  • 37. TECHNOLOGY AND SOCIAL MEDIA HAVE DRAMATICALLY SHRUNK THE WORLD AND MADE PEOPLE REALIZE THAT WE ARE ALL CONNECTED.
  • 38. MAP THE SPILL IS A MOBILE APP AND WEBSITE BUILT FOR THE PUBLIC TO RECORD THE IMPACTS OF THE OIL SPILL. THE PUBLIC RECORD FIELD NOTES, TAKE PHOTOS AND VIDEO AND MARK LOCATIONS ON A MAP. DESIGNED TO COLLECT DATA, SHARED WITH THE PUBLIC. USED BY RESPONSE TEAMS, GOVERNMENT AND SCIENTISTS TO TAKE ACTION
  • 40. INCREASES AWARENESS ABOUT A CAUSE AND ENABLES USERS TO TAKE ACTION IN SUPPORT OF IT.
  • 41. SO WHAT MAKES A SUCCESSFUL SOCIAL MEDIA CAMPAIGN ONE THAT CAN POTENTIALLY BRING ABOUT POSITIVE SOCIAL CHANGE?
  • 42. SOCIAL MEDIA IS AN IMPORTANT ADDITION TO A CHANGE PROGRAMME. IT CAN DRAMATICALLY INCREASE THE ACCEPTANCE OF CHANGE AND ADVANCE YOUR EFFORTS
  • 45. •  DON T UNDERESTIMATE THE ABILITY OF PEOPLE TO COME TOGETHER AND FORM COMMUNITIES OF INTEREST •  TRY TO BUILD YOUR OWN COMMUNITIES TO SUPPORT YOUR CAUSE OR EFFORTS
  • 47. SNAP  PHOTOS  OF  YOUR  FOOD.  THIS  APP   WILL  GIVE  YOU  SOMETHING  MUCH   MORE  HELPFUL  THAN  CALORIE  COUNTS.    
  • 48. WILL  PROVIDE  A  BIG  PICTURE  BREAKDOWN  OF  YOUR   HABITS  INCLUDING  YOUR  STRENGTHS,  WEAKNESSES   AND  THE  BEST  PLACES  TO  START  MAKING  A  CHANGE.  
  • 49. DID  YOU  EAT  BETTER  THIS  WEEK  OR  LAST?  DO  YOU   EAT  BETTER  IN  THE  MORNIGN  OR  EVENING?  OTHER   APPS  TELL  YOU  ABOUT  YOUR  FOOD,  THIS  APP  TELLS   YOU  ABOUT  YOURSELF.    
  • 50. WHEN  IT  COMES  TO  EATING  CHOICES,   THIS  APP  GIVES  YOU  A  SECOND,  THIRD,   OPINION…FROM  PEOPLE  LIKE  YOU!    
  • 56. 6. TRANSPARANCY •  ONE  WORD  AS  A  GUIDELINE  FOR   RUNNING  A  BUSINESS  / ORGANISATION  IN  THIS  NEW  SOCIAL   WORLD?  TRANSPARANCY!     •  BUSINESSES/  ORGANISATIONS  THAT   ARE  TRANSPARENT,  AUTHENTIC  AND   FAST  WILL  BE  BETTER  ON  EVERY   LEVEL  AND  BE  IN  A  STRONGER   POSITION  IN  THE  NEW  WORLD.  
  • 57. SPREADING YOUR MESSAGE IS A LOT EASIER WHEN YOU DON T HAVE TO REPEAT YOURSELF. MAKE YOUR MESSAGE STRONGER, DEEPER AND MORE IMPACTFUL BY FINDING WAYS TO HELP OTHERS SHARE IT. THIS IS ONLY POSSIBLE IF YOU HAVE CRAFTED YOUR STORY WITH TRUST AND TRUTH. 7. STORYTELLING
  • 59. •  SIMPLE CAMPAIGN ‒ LEVERED BOTH CONSUMER INVOLVEMENT AND USED SOCIAL MEDIA IN AN INNOVATIVE WAY •  IKEA UPLOADED ALL THE PAGES FROM THEIR CATALOGUE TO A FACEBOOK PAGE. PEOPLE COULD TAG THEMSELVES ON A PARTICULAR ITEM OF FURNITURE. •  THE FIRST PERSON WHO TAGGED THEMSELVES WON THAT ITEM OF FURNITURE •  GREAT EXAMPLE OF COLLABORATIVE PROMOTION AND A VERY FAST WAY OF BUILDING A MAJOR DATABASE
  • 61. SOCIAL MEDIA AND TECHNOLOGY WON T CHANGE THE WORLD. PEOPLE WILL.
  • 62. ANY QUESTIONS? Email me: kellyevans@social-change.co.uk Tweet us: @socialchangeuk Poke us: www.facebook.com/socialchangeuk Website: www.social-change.co.uk