Download - Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

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Page 1: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Social Media for Non Profits

Tapping into the motivations of The People to change the world around us

Ed SchipulSchipul - The Web Marketing Company

www.schipul.com // www.brandtobedetermined.com

Page 2: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

How we got here?

1. Branding (pre Internet)

2. Web Design (Picasso)

3. Search Engine Optimization (traffic!)

4. Web Marketing (convert!)

5. Social Media (Community Brands)

Page 3: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Let’s talk about...

1. Image vs. Direct Marketing

2. Building your brand

3. 3 Motivations of People (and how Social Media ties into each of them)

4. Non Profit Social Media in action

Page 4: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Image vs. Direct Marketing

vs

vs.Visa

www.visa.com

GoDaddywww.godaddy.com

Page 5: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Brand BuildingA decade in the making

• 10 years to build a brand

• Tell the Story

• Build with PR, Defend with Advertising

• “Personal Brands?”

Page 6: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Personal brands • A new thing

• Let your people tell your Story through their Story

• Differentiate your organization

=

Page 7: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Erica photo thanks to ericskiff

#1 in Google!

Erica O’Grady ::A woman of many profiles

Page 8: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

What’s your Motivation?

Page 9: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

3 Motivationshttp://www.schipul.com/en/art/?562

Material Social Ideological1. Cash2. Discounts3. Volunteers get free admission4. Linkbacks to your site5. Promotion*

1. Networking2. Socialization3. Identity4. Certification / validation5. Professional / Development6. Sex7. Relationships8. Organized Religion9. Status10. Esteem11. Some politics12. Achievement13. Self-esteem*14. Promotion

1. Belief in a cause2. Long-term political goal3. Religious / spiritual4. Self-actualization5. Art

Page 10: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

1. Material

• Pay this, get that. Done.

• Time-value of $$

• Transparency matters!

• Keep it small and simplePhoto credit: http://www.flickr.com/photos/

thegreentrilby/93788893/

Page 11: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

2. Social

• Incredibly complex

• Bunch of introverts

• All we need is love

http://www.flickr.com/photos/barackobamadotcom/2214065098/

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3. Ideological

• Time-triggered, not time bound

• Keep an eye on ethics

• Search engines powerful ideologue connectors

Photo credit: www.cathedralgrove.se/

Page 13: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Making a Difference

Page 14: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Cambodia For Kidswww.cambodia4kids.org

• Cambodian culture education

• Fundraising for Cambodian families

• Technology training

• Cambodian Social Media community support

Page 15: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

C4K hooks it up

• Virtual Facebook thank you gifts

• Reciprocating online donations

• UGC contest, winner gets $$ for fave charity

Material

www.changingthepresent.com

Page 16: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Props, love CambodiaSocial

• Recognition Blog posts

• ‘THANKS!!’ Tweets

• Congratulatory screenshots on Flickr

• Donor avatar posts on SM networks

= Sharing the love!!(in public)

Page 17: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Cambodia 4 Kids• Photo diaries bring

faces and real human impact to campaigns

• Emotional power of Story resonates on C4K blog and other SM

Ideological

Blog: http://beth.typepad.com/cambodia4kidsorgPics: www.flickr.com/photos/cambodia4kids

Page 18: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

The Frozen Pea Fundwww.frozenpeafund.com // www.boobsonice.com

• Social Media support group for Susan Reynolds

• Breast Cancer fundraising

• Unique awareness campaign

• Twitter magic

Page 20: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Peas-ed as punch• 262 supporters switch to

Twitter peavatars

• Frozen Pea Friday blog love

• Frappr Frozen Pea supporter mapping

http://www.flickr.com/groups/frozenpeafriday/

www.technorati.com http://www.frappr.com/?a=constellation_map&mapid=137440310875

Frozen Pea Fund posts

Social

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Pink ribbons, close to homeIdeological

Page 22: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

International Rescue Committeewww.theirc.org

• Global emergency relief

• Refugee relocation

• Human rights activism

• Global/regional news

Page 23: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Gift for GoodMaterial

• Shop fair trade and donate to IRC

• Support fair trade, local producers

• Outreach to mainstream shopping Blogs and networks

http://www.theirc.org/help/shop.htmlhttp://www.shopintuition.com/http://www.rescuetea.org

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Friend your favorite cause!Social

• Strong outreach to large social networks

• Many badging opportunities to display issues of concern

• Send e-cards to friends

Kite Runner Campaign

http://ecards.theirc.org/ecards/

http://www.flickr.com/photos/theirc

http://www.myspace.com/theirc

http://www.youtube.com/user/theirchttp://blog.theirc.org/

Page 25: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

The story behind the crisisIdeological

• SM campaign focus on the Human Story (not just a news blurb)

• Appeal to globally minded - change now means political stability later

• US policy discussed frequently - action items included

Page 26: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

The Dual Bottom Lines

Page 27: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Statistics make it easy

• Numbers are good

• Stats more available!

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Numbers are boring, people are the real thing

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Social bottom line

• Community growth

• Relationships

• Social results

• Surveys

http://www.flickr.com/photos/eschipul/1134747546/

Page 30: Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company

11757 Katy Freeway, Suite 930Houston, TX 77079 USA

www.schipul.comwww.brandtobedetermined.com

v. (281) 497.6567f. (281) 497.1083