Archive for June 24th, 2008
Updated Plan 062408 — cell phone integration
Facebook Team – Globalhood & Global Potential
Project Design Draft
June 21, 2008
Team Members: Lara Michaud, Jon Stobezski, Megan Galbraith
TABLE OF CONTENTS
I: Statement of Project Purpose
II: Why Facebook?
III: Opportunities and Challenges
IV: Marketing Objectives
V: Marketing Plans
VI: Marketing Strategies
VII: Project Implementation
VIII: Globalhood and Global Potential Background
I: STATEMENT OF PURPOSE
To develop short and long-term social marketing strategies for Globalhood and its pilot program Global Potential. The strategies will aim to market to and identify Globalhood and Global Potential’s current and prospective stakeholders using the Social Networking Site (SNS) Facebook and interrelated social media platforms and technologies.
II: WHY FACEBOOK?
Why did we choose Facebook when the majority of youth populations use MySpace?
1: Facebook is up and coming…
http://www.thestandard.com/news/2008/04/16/facebook-vs-MySpace-battle-global-social-network-dominance
“MySpace still has a hefty traffic lead over Facebook in the U.S., so it was big news when ComScore released 2008 data that showed Facebook gaining quickly on MySpace in international traffic. According to the data, Facebook already gets more international page views than MySpace and is gaining quickly in unique visitors. In January, Facebook had 100.7 million unique international visitors compared to MySpace’s 109.3 million; a difference of just 8% compared to a year ago when the difference was nearly 400%. While some other social networking tools dominate in specific international markets, no other platform comes close to the two U.S. giants in overall audience and reach.”
2: Facebook is constantly updating status and tracking status…more collaborative
http://media.www.anchorweb.org/media/storage/paper1224/news/2008/04/29/Opinions/Facebook.Vs.Myspace-3355703.shtml
“The “stalker feed,” for those who do not know, will let you know of almost any activity your friends have on Facebook. This includes leaving messages on someone else’s boards, updating photos and joining groups. I find the event invitations on Facebook better than those on Myspace as well.”
3: Facebook allows integration with the following software: Twitter (cell phone/web application), Flickr (photo-sharing application), etc.
http://media.www.fairfieldmirror.com/media/storage/paper148/news/2008/04/03/Entertainment/Facebook.Vs.Myspace-3296860.shtml
“…MySpace lacks applications, pokes and several other boredom busters that are all proudly boasted by Facebook”
4: Facebook is socially conscious
http://apps.facebook.com/causes/about
“Causes provides the tools so that any Facebook user can leverage their network of real friends to effect positive change.”
5: MySpace is about creating individualized personal space, Facebook is about socially active grouping
http://news.cnet.com/1606-2-6187901.html
Video Imbed code:
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III: OPPORTUNITIES AND CHALLENGES OF IMPLEMENTING FACEBOOK PROJECT
1: Challenges
- Age of targeted communities – access to technology, kinds of technology they use (i.e. MySpace)
- Acquiring potential donors
- Training Global Potential staff and youth participants on digital platforms
- Digital divide for youth population both in states and in DR communities(i.e. access to technology and learned materials)
- Maintaining relationships within and between the youth population and the DR families
- Defining the targets with an umbrella organization – due to Global Potential being a part of Globalhood
- Some of the youth population that use SNS are involved with MySpace and not Facebook
2: Opportunities
Global Potential’s Uniqueness
· Existing offline networking already exists through it use of participatory and experiential approaches across disciplines, cultures, and countries, to foster personal, professional, and academic growth for underserved youth.
· Recognizes the importance of shared outcomes in sustainable development, and seeks to maximize the promise of youth to create effective and innovative change across multiple contexts.
· Brings proven program models of international education and experience programs to underserved populations.
· Is focused on long-term outcomes for youth, through employment training and entrepreneurship opportunities
· Alumni network potential
· Globalhood’s collaborative mission engages multiple partners and multiple integrated marketing channel
IV: FACEBOOK PROJECT MARKETING OBJECTIVES
· To create a SNS platform that both promotes Globalhood, Global Potential and creates a dialogue around social issues affecting involved youth populations
o Social Marketing aspect:
§ To potential funding sources
§ To eventual alumni community
· To get current and potential offline stakeholders involved in Global Potential online and involved in Social Networking
· To grow Globahood and Global Potential community
o Youth population
o Alumni of the Youth Population
o Adults interested in social change and active in Facebook
· To sustain Global Potential
o Support future trips
o Increase student involvement and interest in Global Potential trips and socio-economic empowerment
o Facilitate adaption of program to new countries
· To gain funding from new resources to grow the project
o New foundations
o Active adults interested in social change
o Sponsorship from brands that have the same values
V: MARKETING PLAN
Short Term:
o Provide a blueprint on how to leverage Facebook to build relationships online
o Set Global Potential up with the necessary tools to broaden audience base and potentially increase revenue streams (ie: Facebook Page, You Tube Channel, Flickr Account, Twitter)
o Activate the youth population and Global Potential staff to work online with SNS software for the Global Potential project and to develop an active alumni team of past participants
o Integrate Social Marketing with Social Media projects (where applicable) into Facebook project
Long Term:
o Market to foundations, potential investors and brand investors
o Build a network on SNS platforms of partnerships, including existing NGO partners and other in-country organizations, socially conscious people to contribute financially and as project advocates
o To retain alumni and integrate them into the social networking growth
VI: MARKETING STRATEGIES
- Identify constituent management software, such as Convio,to manage the list of contributing partners and get them integrated into the Global Potential SNS
- Crossover linkage and integration with multiple Social Networking Sites
- MySpace integration – cross platform posting, linking, etc.
- YouTube integration – cross platform posting, linking, etc.
- Create a SNS club at the target high school and upcoming high schools
- Getting the Youth population interested in SNS
- Getting the Youth population access to technology
- Get involved in Non-Profit Technology Network
- Integrating Twitter into SNS and Cell Phone as a Marketing tool
- Twittering (via cell phone or via Facebook) the status of the project to the Global Potential community messages will be sent to cell phones hooked up to the Global Potential Twitter Feed
- Twittering to/from site (Dominican Republic) (via cell phone or via Facebook) to the Global Potential community (if available) messages will be sent to cell phones hooked up to the Global Potential Twitter Feed
- Twittering (via cell phone or via Facebook) fundraising events to the Global Potential community messages will be sent to cell phones hooked up to the Global Potential Twitter Feed
- Blog or Message Board editorial writing (staff required and tracking software)
- News updates
- Tracking views (on page or other people’s pages), history, personal information – to identify new targets
- Video messaging
- Photography
VII: PROJECT IMPLEMENTATION TIMELINE – Tentative
Week of June 23-June 29
· Meet with Globalhood to review Facebook Project Plan
· Develop Global Potential Facebook page, Flickr account, You Tube Channel and provide Globalhood staff with necessary user info and resources
· Identify and engage Facebook groups with connections to mission of Globalhood and Global Potential
· Identify and cross-collaborate with other SOMA projects to integrate into Facebook Project
Week of June 30-July 6
tbd (pending prior week)
Week of July 7-July 13
tbd
Week of July 14-July 20
tbd
Week of July 21-July 27
tbd
Week of July 28-August 3
tbd
VIII: NON-PROFIT BACKGROUND: Globalhood and Global Potential
1: Description of Globalhood
Globalhood believes that all people and organizations working in development can be more successful by coordinating efforts, exchanging expertise, sharing outcomes and building connections with each other. By building a diverse community of practitioners, experts, students and volunteers, we aim to create more effective approaches to addressing both local and global challenges. We aim to achieve the following:
- More effective development projects, fewer wasted resources.
Our multidisciplinary services enable projects to access ideas, techniques and information that they might not otherwise have considered, and to avoid potential pitfalls that they might not otherwise have foreseen. - A streamlined approach to finding diverse knowledge and skills.
We provide a centralized place for accessing a wide assortment of knowledge and experience. This one-stop approach allows project leaders to save time that would otherwise be spent hunting for various consultants and resources. - Opportunities to tap into under-utilized human capital.
Globalhood’s network model allows us to call on the and experience of many experts and practitioners who are only available on a part-time basis. We provide opportunities for people to get involved in international development work. - The formation of a collaborative community.
Globalhood fosters a proactive and collaborative environment where professionals already working within the nonprofit field will be able to easily exchange ideas and form partnerships.
2: Program Description of Global Potential
Global Potential, one of Globalhood’s projects, believes in the untapped capacity that underserved youth and communities have to help themselves and help each other. Their mission is to create positive socio-economic change for underserved youth and their communities in low-income urban neighborhoods, and for marginalized rural communities in the Dominican Republic.
Global Potential utilizes a six-stage model that gives selected youth the opportunity to chart their own path within the program. In addition to the general curriculum which focuses on leadership, life skills, global awareness, civic participation, and social entrepreneurship, the youth are able to choose from among the following ‘vocational paths’: education, health agriculture, cooking, nutrition, construction, art, journalism, technology, environmental conservation, and community service. Each of these fields is designed to be able to give youth a set of skills that will enable them to contribute to a rural village in the Dominican Republic, to their own communities in Brooklyn, and to their own employability. Following a 3 month local training period, youth travel as a team to live within a rural community and participate for 2 months in a community-identified development project while continuing to gain practical vocational experience with local professionals. Upon their return home, youth have the opportunity to engage over the next 6 months in ongoing vocational training with their mentors, or general support, depending on the path they have chosen for themselves. In a supportive environment of their peers and of professional program staff, they will have ample opportunity to discuss and reflect upon issues that affect communities locally and globally, and themselves personally. As a team, the youth will also be supported in designing an entrepreneurial idea for addressing a need in their own community, and upon their return home will present that idea to our partner organization, Ashoka Youth Venture, and numerous other organizations, for funding and support
Global Potential Program Objectives
· To facilitate experiential learning and growing opportunities in new and challenging environments for traditionally marginalized youth (potential next-generation leaders)
· To address development challenges in rural areas of the Dominican Republic
· To foster increased understanding, tolerance and appreciation among world communities and youth cohorts that may not traditionally interact with one another
· To foster constructive and sustainable relationships between youth and their own communities
· To maximize social entrepreneurship opportunities for youth to benefit their communities
3: Target Audiences for for Global Potential and Globalhood
Part 1 – Social Network Community Development
PT 1 Demographics:
- Urban, low income Adolescence (13-19) – Propect Heights School
- Alumni (previous participants of the project)
- In- country partner organizations
PT 1 Psychographics (mind set of the target):
Open-Minded
Active
Community Oriented
Accountable
Sustainable
Part 2 – Fundraising Targets
PT 2 Demographics:
- Individual donors – young professionals
- Foundations
PT 2 Psychographics (mind set of the target):
- Open-Minded
- Socially Active
- Community Oriented
- Socially and Globally Conscious
- College educated
4: Current Online Presence and Use of SNS
Globalhood and Global Potential each have organizational websites and blogs that link to one another
- Globalhood’s website has a registration device, Global Potential does not
- Global Potential’s blog is not yet being utilized
- Globalhood uses some social networking sites (Facebook page, MySpace page, etc.) to send out event invites
- Globalhood and in turn Global Potential has a database of approximately 1,700 constituents that get regular newsletters about upcoming events and project status
5: Global Potential Summer 2008 Pilot Trip Facts
· 10 youth participants, ranging from ages 17-19, and Executive Director Frank Cohn, depart in approximately 2 weeks for the Dominican Republic
· Youth participants are Haitian, Dominican, and Chinese
· In the Dominican Republic the group will only have internet access 1X per week
· Cell phone access will be limited
· $1,400 pp for the trip
6: Globalhood’s Partner Network
A: ASHOKA
http://www.ashoka.org/youthventure
· Ashoka has a three pronged approach for their fellows.
- Supporting social entrepreneurs – provides living stipends to social entrepreneurs allowing them to focus on their institutions. The fellows are also introduced to Ashoka’s global network. This program is founded on the 25 year-old Venture model.
- Promote group entrepreneurship – assists collaboration between entrepreneurs on a global level, creating a synthesis of global commonalities of principles and identifying trends. The information is then globally disseminated and used as basis for further advancement in fields such as youth development.
- Build sector infrastructure – creating an infrastructure in collaboration with other sectors, particularly business, whose models provide critical lessons for citizen organizations. This infrastructure will support the growth and expansion of social entrepreneurship through many approaches including seed financing and capital and bridges to other sectors.
B: The Columbia University Partership for International Development
http://www.columbia.edu/cu/cupid/
· The Columbia University Partnership for International Development is a student-led effort across graduate schools at Columbia University to facilitate multidisciplinary dialogue, awareness, and action on international development. Designed to be experimental, CUPID aims to explore and demonstrate how a multidisciplinary approach to international development can produce innovative, holistic solutions for disadvantaged population creating long-term positive impact for students and communities alike.
The format of these projects is open-ended; it may involve sending a team for an extended stay on site in cooperation with an NGO, providing consulting services from here in New York, or some other cooperation. In all projects, CUPID aims to demonstrate how a multifaceted approach relying on diverse expertise produces superior results.
C: EWB-USA
· EWB-USA is a non-profit humanitarian organization established to partner with developing communities worldwide in order to improve their quality of life. This partnership involves the implementation of sustainable engineering projects, while involving and training internationally responsible engineers and engineering students.
The activities of EWB-USA range from the construction of sustainable systems that developing communities can own and operate without external assistance, to empowering such communities by enhancing local, technical, managerial, and entrepreneurial skills.
EWB-USA contributes to meeting the United Nations Millennium Development Goals (MDGs) through capacity building in community projects. Capacity building is defined in that context as “..the building (or strengthening) of human, institutional and infrastructure capacity to help societies develop secure, stable and sustainable economies, governments and other institutions through mentoring, training, education, physical projects, the infusion of financial and other resources, and most importantly, the motivation and inspiration of people to improve their lives” (Hatch, 2004).
D: freeDimensional
http://www.freedimensional.org/
· freeDimensional organizes community arts space and local resources for the support and protection of individuals who create dialogue on global issues and inequalities through their art and media. The company’s vision is through the creation of local arts and media, awareness will be raised regarding the existence of available space that can also be used for a creative safe haven of creative individuals in need of assistance. By focusing on the work of thse individuals we are able to change the conditions that negatively impact vulnerable groups and society-at-large.
The freeDimensional network was born of the need for accommodation experienced by culture workers-in-distress. FD developed a system to partner residential artist communities with human rights and freedom of expression organizations in order to provide creative safe haven. The network provides support to art and media centers worldwide that seek to create a web of short-term safe havens for human rights defenders working at the intersection of arts and journalism.
Residential Artist Communities will benefit from this unique collaboration through enriched community, youth and environmental programs and by using their physical space to counter marginalizing issues at the local, regional and global levels.
E: UN.GIFT
- UN.GIFT was conceived coordinate the global fight on human trafficking. UN.GIFT was launched in March 2007 by the United Nations Office on Drugs and Crime, is managed in cooperation with the International Labour Organization (ILO); the International Organization for Migration (IOM); the United Nations Children’s Fund (UNICEF); the Office of the High Commissioner for Human Rights (OHCHR); and the Organization for Security and Co-operation in Europe (OSCE).
UN.GIFT provides a framework for, and action by, all stakeholders – governments, business, academia, civil society and the media – and create effective tools to fight human trafficking.
This global problem requires a global strategy that builds on national efforts throughout the world. To pave the way for this strategy, stakeholders must coordinate efforts already underway, increase knowledge, raise awareness and provide technical assistance; promote effective rights-based responses; utilize available resources and build capacity of state and non-state stakeholders; foster partnerships for joint action; and, above all, ensure everybody takes responsibility for this fight.
By encouraging and facilitating cooperation and coordination, UN.GIFT aims to create synergies among the anti-trafficking activities of UN agencies, international organizations and other stakeholders to develop the most efficient and cost-effective tools and best practices.
2 comments June 24, 2008
