HCEF Presentation
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The document outlines the Special Olympics' mission to empower individuals with intellectual disabilities through sports and inclusion while discussing organizational communication strategies for advocacy. It highlights the importance of evolving marketing approaches, particularly through social media, to engage supporters and raise awareness effectively. The workshop also emphasizes the need for strategic investment in social media efforts to foster community, increase commitment, and ultimately enhance the organization's reach and impact.
HCEF Presentation
- 1. Special OlympicsBe a fanThe Old. The New. Communicating for Advocacy.Prepared for the Holy Land Christian Ecumenical Foundation Leadership RetreatMarch 20, 2010
- 2. Welcome!Topics of this WorkshopTraditional organizational approaches to communications by advocacy organizationsNew approaches and technologies that are being used by the most progressive and successful organizationsHow to refit and update organizational capabilities that can impact awareness, participation and financial supportOpen discussion about applications to HCEF
- 3. Categories for today are…Background: Who Special Olympics is and how did we get here?Social media 101: A quick intro to the world and tools of social media.Words to live by: Some tried and true methods of approach to social media.Imitation is flattery: Who is the best and what are they doing?Mirror, mirror on the wall: Just tell us what to do!
- 4. BackgroundWe are always moving forward, but its important to know where we’ve been!
- 5. Special OlympicsThe Mission: To provide year-round sports training and athletic competition in a variety of Olympic-type sports for children and adults with intellectual disabilities, giving them continuing opportunities to develop physical fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills and friendship with their families, other Special Olympics athletes and the community.The Vision:The Special Olympics Movement can ultimately transform communities by inspiring people throughout the world to open their minds, to accept and include people with intellectual disabilities, and thereby celebrate differences among all people, in the context of the greater similarities we all share.
- 6. A Global MovementFast Growing:
- 7. 1 million athletes in 2001
- 8. 3.1 Million today
- 9. Important– Changing lives, attitudes and influencing policy
- 10. Transformative– Challenging stigmas and destroying prejudices
- 11. Unifying– Bridging chasms that divide us as a society. East Asia 774,929North America 562,030Europe/Eurasia 457,375Middle East N. Africa 119,581Latin America 293,551Africa102,507Asia Pacific 566,653Serving over 3.1 million people with intellectual disabilities in more than 170 countries.“The sun never sets on the Special Olympics movement”
- 12. Our Foundation: Sports30 Olympic-type sports for athletes 8 years and older.
- 13. More than 30,000 local, state/provincial, national, regional and international events year-round and worldwide.
- 14. World Summer Games and World Winter Games alternate every two years, drawing thousands of athletes and supporters.“Just like a flower, Special Olympics made me blossom. If I can train 15 weeks for a marathon, I can do just about anything.”Special Olympics athlete Billy Quick
- 15. More than SportsOur programs touch more than 10 million people globally We are a leader in programs that improve the health and fitness of our athletes, resulting in enhanced well-being, sports performance and quality of life.
- 16. Family Support Networks and Young Athletes™ programs broaden the scope of our contribution to families and communities.
- 17. Special Olympics Get Into It ™ helps educate children in more than 5,000 schools around the world.
- 18. Nearly 120,000 people participate in Special Olympics Unified Sports®. Special Olympics named one of the “America’s Greatest Brands” in 2005 by the American Brand Council 70% of surveyed public feels more positively about companies that support Special Olympics85% of the public would more likely buy to product from a company that supports Special Olympics87% believe it is appropriate for Special Olympics to align with corporate partnersSpecial Olympics “One of America’s Greatest Brands
- 19. Special OlympicsOur image todayVery familiar Very favorableSomewhat favorableSomewhat familiarNot very favorableNot very familiarNot at all favorableNot at all familiarHow familiar would you say you are with Special Olympics?How favorable wouldyou say you are towardsSpecial Olympics?15%55%62%77%95%40%20%3%3%
- 20. But positive image doesn’t always translate into action14%28%43%57%33%13%10%2%Least commitmentMost commitmentHow likely are you to buy a product or service from a company that supports Special Olympics?How likely are you to donate to Special Olympics?How likely are you to volunteer for Special Olympics?5%28%23%Very likely57%Somewhat likely85%Not very likelyNot at all likely50%72%43%15%22%
- 21. Why does love of Special Olympics not lead to engagement?% who said this attribute applied agreat deal to Special OlympicsCorrelation of Likelihood to Donate with Association
- 22. An Evolving RelevancyFROMOne country’s movement
- 23. Pity
- 24. “Nice” thing to do
- 26. A charity
- 27. About “those special people” TOA global movement
- 28. Empowerment
- 30. A part of everyday life
- 31. A global marketing partner
- 32. About all of ‘Us’ Special Olympics TodayEmpowerment of people with intellectual disabilities through sport and sports trainingWhat We Stand ForTo create a better world by fostering acceptance and inclusion of all people Our PromiseDignity, empowermentJoyful, inspirationalTransformative,unifying Emotional AttributesTangible:> Sports training and competition Health and Education
- 33. Family Support
- 35. AdvocacyIntangible:> Transformative impact on those touched by us> Catalyst for change in society-attitude, laws etc.Functional Benefits+
- 36. Brand ObjectivesMake Special Olympics more relevant to more peopleIncrease Special Olympics awareness nationally and globallyAttract new volunteers and Special Olympics participants, especially youthMotivate greater financial participation from individual donors and corporate sponsorsChange attitudes about people with intellectual disabilitiesEngage the community to create commitments to the movement
- 37. Getting our Message Out ThereSo we figured out who we are, what we stand for and what our goals are. So its time to get our message out there!ButHOW?
- 38. Social Media 101: The Right Mindset
- 39. It’s a brave new world
- 40. The One Critical Thing to RememberNOWTHENvs.
- 41. Then vs. NowTraditional MediaSocial MediaEncyclopedia BritannicaNew York TimesPrint NewslettersWikipediaGoogle Reader, DiggeNewsletter, Facebook, Twitter
- 42. Media Consumption in 2003
- 45. Where do I start?
- 46. Common MisperceptionsSocial media is not…FreeA silver bullet for fundraisingAn opportunity to control your messageAn opportunity to tell everyone what you thinkInherently appealing and cool to millennialsAn alternative to clear messaging/mission
- 47. That said…Social media is…Pretty low cost
- 48. Growing by leaps and bounds
- 49. An opportunity for conversation
- 50. A great way to reach certain audiences
- 51. A complement to the messages you’re sharing through other channelsDo tell me more please!Source: http://www.idealware.org/sm_survey/download.php
- 52. But who’s really using this stuff?More people than you think! Did you know the average age of a social network user is 37!Source:http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
- 53. So where are people online?Dec 2009Source: http://www.openforum.com/idea-hub/topics/marketing/article/improve-your-social-media-strategy-by-paying-attention-to-demographics-laura-aronsson-and-bianca
- 54. Know your audienceSource: http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
- 56. Why do people participate?
- 57. How do people participate?© http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
- 58. More on why Social Media Matters
- 59. So What’s Out There?
- 60. How do I focus?
- 62. Teach me to fish…
- 63. And how do you know me?
- 64. Fish where the fish are…
- 66. I See You…Video sharing service that allows uploading, subscribing, viewing and sharing of user videosThe most popular form of video sharing with over 100 million videos watched dailyAbility to rate, comment and even respond to videos via text or videoVideos are useful for bloggers to embed them on their sites and blogs to share with readersYouTube Videos can be integrated into Facebook and used by bloggers to host videos on their sites
- 67. If no one sees it, its not happening!Tell your story!http://www.youtube.com/watch?v=NCeUnOl9Q4g
- 68. Words to Live by…
- 69. The Tried & TrueThe Best Advice I Can Give
- 70. Follow the Yellow Brick RoadStrategize!
- 71. And now, the Late Show’s
- 72. …the top 5…
- 74. What does it look like in real life?Goal:End the derogatory use of the word ‘retard(ed)’ and promote the inclusion of people with intellectual disabilities.Objectives: Eclipse 100,000 total online pledges at www.r-word.org. Raise awareness to the hurtful effects of the word ‘retard(ed).’ Expand online communities.Strategy: Personalize the hurtfulness of the R-word, create conversations about inclusion and acceptance for people with ID.Tools: Downloadable web resources for schools and communities to hold pledge drives, Facebook, You Tube, Twitter, blogsResults: Over 100k total pledges, over 10k NEW Facebook fans, thousands of Facebook interactions, over 20k You Tube video views, thousands of re-tweets and two dozen blog posts.
- 75. The sincerest form of flattery
- 76. Chart the Waters
- 77. Simplicity Rules
- 81. Mirror, Mirror on the wall…
- 82. The Organizational CommitmentThe greatest misperception among most organizations is that engaging in social media is free. This couldn’t be more WRONG! An organization that works with under this assumption WILL NOT succeed in the social media space and will probably damage their own brand and lose supporters by having a misguided approach.So what is free? Tools. Facebook, You Tube, Twitter, etc. What is not free? The time for staff to implement the strategy you developed.A generic starting timeline may resemble something like this: 5 hours/week to start listening
- 83. 10 hours/week to participate
- 84. 10-15 hours/week to generate buzz
- 85. 20+ hours/week to build community
- 86. (At least) 3-6 months until you see resultsTactics, Tools, TimeSource: Beth's Blog: How Nonprofits Can Use Social Mediahttp://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
- 87. Just tell us what to do!BUILDPick platforms: where your supporters are
- 88. where you are comfortable
- 89. with features to match your goalsCreate Audience Relevant Content use the best free sources of Social Media Audience Usage Researchhttp://www.netsquared.org/blog/kanter/nptech-summary-best-free-sources-get-social-media-audience-usage-researchShare useful info, don’t just broadcast Include links to your site and others as relevant
- 90. Re-tweet!
- 91. Ask questions – engage!Establish a routine (here’s a helpful start: http://j.mp/acCuDd) LISTEN Search for your keywords on Twitter, subscribe to search results RSS feed (http://search.twitter.com)
- 92. Follow people who tweet about you or your cause
- 93. Find and follow people/organizations (http://wefollow.com/tag/nonprofit)
- 94. Search FacebookWhat other nonprofits like you have a presence?What kind of support are they seeing? # fans, wall posts, etc.What is being discussed? Ask your supporters and volunteersWhere are they active online?What would they like to see you do?
- 96. Rinse, Wash, RepeatEstablish Regular ReviewsWhat have we learned?What has worked well?What did not seem to have effect (so far)?What should we change?Are we moving toward our targets?What activities or targets should we adjust?
- 97. Great, but WHO is going to do this?
- 98. The hardest thing to doTake a deep breath because you are not in control anymore!
- 99. You don’t own your brandThe Diet Coke and Mentos experiment
- 100. Get PersonalPick the right staff and let them be themselves
- 101. How do industry leaders handle it?
- 102. Authenticity rules the daySocial media is an immersive world, therefore, your leaders need to be immersed.
- 103. Collaboration rules the office
- 104. Define Success TogetherSuccess may be more, or different, than “dollars and cents.”Increased awareness of your cause
- 105. Shift in your org’s reputation
- 106. New and repeat program participants, activists, donors
- 107. Increased requests for your programs
- 109. New email addresses/contact info
- 111. Dollars raised
- 113. And, we’re off!Time to get started!
- 114. Ask and you shall receive…QUESTIONS?
- 115. Don’t Reinvent the Wheel!Some Recommended ResourcesOngoing Twitter Chat : #nptech - great way to meet people to learn from/share with on TwitterAllyson Kapin: Non-profits - Time to Get Mobile http://www.frogloop.com/care2blog/2010/1/15/nonprofits-time-to-get-mobile.html***Beth Kanter/Beth’s Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change:http://beth.typepad.com/http://beth.typepad.com/beths_blog/2009/02/how-do-you-measure-the-success-of-dog-to-person-fundraising-on-social-networks-dollars-or-doggietre.htmlChris Brogan’s blog: http://www.chrisbrogan.com/grow-bigger-ears-in-10-minutes/http://www.chrisbrogan.com/the-building-blocks-of-social-media-for-business/Forrester Research Consumer Technographics Data: http://www.forrester.com/Groundswell/profile_tool.htmlKDPaine’s PR Measurement Blog: http://kdpaine.blogs.com/Mobile Active http://www.MobileActive.orgNonprofit Tech 2.0: A Social Media Guide for Non-Profits http://nonprofitorgs.wordpress.com/2010/02/08/10-nonprofit-text-alert-campaigns/Non-Profit Social Media Benchmark Study: http://www.e-benchmarksstudy.com/socialmedia/key-findings/***We Are Media wiki http://www.wearemedia.org/***Wendy Harman, American Red Cross: http://wharman.posterous.com/social-media-handbook***Top Three Recommendations
- 116. Contact RyanRyan EadesManager, Online Brand CommunicationsSpecial Olympics InternationalPhone: 202-824-0292Email: reades@specialolympics.orgTwitter: @ryan2499Skype:ryan2499