International PRSA Conference - Strategic Social Media for NPO
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International PRSA Conference - Strategic Social Media for NPO

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A look at how PR pros in Non Profits can strategically utilize Social Media to motivate their audience and grow their brands -- presented by Ed Schipul at the International PRSA Conference 2008 in ...

A look at how PR pros in Non Profits can strategically utilize Social Media to motivate their audience and grow their brands -- presented by Ed Schipul at the International PRSA Conference 2008 in Detroit.

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  • Mr. Schipul, I attended your session in Detroit and now I'm energized to take this entire concept of social media to my nonprofit organization and make it happen. Thanks for sharing.

    B. Johnson, APR
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    International PRSA Conference - Strategic Social Media for NPO International PRSA Conference - Strategic Social Media for NPO Presentation Transcript

    • Social Media Strategy for Non Profits A PR Pro’s Guide to Key Tools and Motivations Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com
    • What we’ll talk about... • 3 Motivations of People • Defining success • Personal Branding vs. NPO Branding Growing your Community through technology!
    • What’s your motivation?
    • A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
    • 3 Motivations Material Social Ideological 1. Cash 1. Networking 1. Belief in a cause 2. Discounts 2. Socialization 2. Long-term political goal 3. Volunteers get free 3. Identity 3. Religious / spiritual admission 4. Certification / validation 4. Self-actualization 4. Linkbacks to your site 5. Professional / Development 5. Art 5. Promotion* 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion http://www.schipul.com/en/art/?562
    • 1. Material Incentives • Pay this, get that. Done. • Time-value of $$ • Transparency matters! • Keep it small and simple Photo credit: http://www.flickr.com/photos/ thegreentrilby/93788893/
    • 2. Social Incentives • Incredibly complex • Bunch of introverts • All we need is love Photo credit: http://www.flickr.com/photos/ barackobamadotcom/2214065098/
    • 3. Ideological • Time-triggered, not time bound • Keep an eye on ethics • Search engines powerful ideologue connectors Photo credit: http://www.cathedralgrove.se
    • Making a difference through Social Media
    • International Rescue Committee www.theirc.org • Global emergency relief • Refugee relocation • Human rights activism • Global/regional news
    • Material Motivation Gift for Good • 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.html http://www.shopintuition.com/ http://www.rescuetea.org
    • Social Motivation Friend your favorite cause! • User multiple social networks http://www.flickr.com/photos/theirc • Badging opportunities • Send e-cards to friends http://www.myspace.com/theirc http://ecards.theirc.org/ecards/ http://www.youtube.com/user/theirc http://blog.theirc.org/
    • Ideological Motivation The story behind the crisis • The Human Story, not just news reels • Appeals to global political activist (change now, peace later) • ‘Here’s you can help!’ action items
    • http://flickr.com/photos/geekette/212455285/ Let’s get personal.
    • Personal vs. Non Profit Branding www.twitter.com/favouritethings + www.twitter.com/freshartshou www.twitter.com/jenntext + www.twitter.com/mdanderson_news
    • Create your Personal Brand • Be consistent • Create an Avatar • Email footer links • Back of business cards
    • Promote your Employee’s Personal Brands
    • Strategy, strategy, strategy
    • What is Success? • Define your goals ahead of time: www.intensedebate.com • Hits to your Web site / special landing page • Number of comments or link outs • Links from Influencers • Answers to online polls www.polldaddy.com
    • How do you know it’s working? • Define your goals ahead of time: • Newsletter sign up www.mailchimp.com • Raised funds (www.chipin.com) • Number of ‘favorites’ or ratings • Trackbacks from other Blogs
    • Blogging power at work, donate to: www.brennanshouston.com
    • Dual Bottom Lines
    • Statistics make it easy (www.google.com/alerts) (www.feedburner.com) (www.typepad.com)
    • But numbers are boring, people are the real thing
    • Social bottom line • Community growth • Relationships • Social results • Surveys http://www.flickr.com/photos/eschipul/1134747546/
    • Thanks for being here! Ed Schipul Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul