Dr. Mark Drapeau - Social Media for Social Good

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  • I know you’re going to hear a lot of tactical talks today, about retweets, fundraising, measuring return-on-investment, and more. Towards the end of my talk, I’ll discuss a few tactical things I’m interested in, but mostly I want to give people a more general sense of how I approach social media.
  • Social media is 20% about what you say, and 80% about what others say about you – so do something interesting that people want to talk about. Microsoft creates Geek 2 Chic charity shows that people talk about and share.
  • Luxury brands like Masarati are good at making customers or potential customers aspire to own their products. Similarly, nonprofits need to get creative at making potential advocates aspire to achieve a certain end state.
  • None of this stuff is as easy as it looks and there are no shortcuts. You need to practice and do a lot of trial and error. This won’t change. I have been consistently tweeting for four and a half years in the same format, with the same tone, and the same curation style. I owe it to my “fans.”
  • Twitter is more and more a media company.
  • Four nice examples of using Twitter’s new feature to design a nice landing page for the brand.
  • What does my Twitter profile say about me, me personality, my organization?
  • Compare style of pages, specific tweets, and pace of tweets (all of Mashable’s within the last hour, Gary’s over a few days).
  • This is what I did with Pinterest from the political conventions. Links point to our website or more technology-related information.
  • Here are three different nonprofit pinboards that all have different takes on being aspirational.
  • UNICEF has an interesting play on an “aspirational” pinboard. Links point to a fundraising site.
  • Publicyte is a very fancy blog where we can write long form things that matter and influence.
  • Patriotic.ly is essentially a very fancy discussion board, but it’s also very powerful social media.

Transcript

  • 1. Social Media for Nonprofits Dr. Mark Drapeau Microsoft @cheeky_geeky
  • 2. THIS IS MY TALKStrategic stuff Tactical stuff • Inspirational • Twitter as a homepage • Aspirational • What’s up with Pinterest? • Perspirational • Long-form content
  • 3. And now for a brief word from your Social Media for Nonprofits National PresentingSponsor, the friendly Microsoft Corporation!
  • 4. Make inspirational things your community wants to share DC Chicago LA
  • 5. Create or curate content that makes your community aspirational
  • 6. Doing all this social media can get extremely perspirational
  • 7. Your Twitter profile is adynamic homepage for your brand:What does it say about you?
  • 8. Pinterest can be a valuable tool for visualizing for your audiencewhat they can aspire to
  • 9. Microsoft / Publicyte.com
  • 10. UNICEF
  • 11. Long-form content is still valuable. So are discussion boards.
  • 12. MARK DRAPEAUmarkdrap@microsoft.com @cheeky_geeky