Social Media Strategy for Non Profits
A PR Pro’s Guide to Key Tools and Motivations
Ed Schipul
eschipul@schipul.com
www.sch...
What we’ll talk about...

  • 3 Motivations of People


  • Defining success


  • Personal Branding vs. NPO Branding




G...
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. Material Incentives

                                                • Pay this, get that. Done.


                    ...
2. Social Incentives

                                                 • Incredibly complex


                            ...
3. Ideological


                                               • Time-triggered, not time bound


                       ...
Making a difference
through Social Media
International Rescue
     Committee
       www.theirc.org



                   •    Global emergency relief

            ...
Material Motivation
Gift for Good


                          •     Shop fair trade and donate
                           ...
Social Motivation
Friend your favorite cause!


                                          •      User multiple social netw...
Ideological Motivation
The story behind the crisis



                              •   The Human Story, not just
        ...
http://flickr.com/photos/geekette/212455285/



                                               Let’s get personal.
Personal vs. Non Profit Branding
                                               www.twitter.com/favouritethings + www.twitt...
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.c...
How do you know it’s working?
• Define your goals ahead of time:


  • Newsletter sign up

                         www.mai...
Blogging power at work, donate to: www.brennanshouston.com
Dual Bottom Lines
Statistics make it easy
            (www.google.com/alerts)




              (www.feedburner.com)




                   ...
But numbers are boring,
people are the real thing
Social bottom line

•   Community growth

•   Relationships

•   Social results

•   Surveys



                       htt...
Thanks for being here!


Ed Schipul


Blog: www.brandtobedetermined.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www...
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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 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

  1. 1. 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
  2. 2. What we’ll talk about... • 3 Motivations of People • Defining success • Personal Branding vs. NPO Branding Growing your Community through technology!
  3. 3. What’s your motivation?
  4. 4. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  5. 5. 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
  6. 6. 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/
  7. 7. 2. Social Incentives • Incredibly complex • Bunch of introverts • All we need is love Photo credit: http://www.flickr.com/photos/ barackobamadotcom/2214065098/
  8. 8. 3. Ideological • Time-triggered, not time bound • Keep an eye on ethics • Search engines powerful ideologue connectors Photo credit: http://www.cathedralgrove.se
  9. 9. Making a difference through Social Media
  10. 10. International Rescue Committee www.theirc.org • Global emergency relief • Refugee relocation • Human rights activism • Global/regional news
  11. 11. 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
  12. 12. 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/
  13. 13. 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
  14. 14. http://flickr.com/photos/geekette/212455285/ Let’s get personal.
  15. 15. Personal vs. Non Profit Branding www.twitter.com/favouritethings + www.twitter.com/freshartshou www.twitter.com/jenntext + www.twitter.com/mdanderson_news
  16. 16. Create your Personal Brand • Be consistent • Create an Avatar • Email footer links • Back of business cards
  17. 17. Promote your Employee’s Personal Brands
  18. 18. Strategy, strategy, strategy
  19. 19. 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
  20. 20. 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
  21. 21. Blogging power at work, donate to: www.brennanshouston.com
  22. 22. Dual Bottom Lines
  23. 23. Statistics make it easy (www.google.com/alerts) (www.feedburner.com) (www.typepad.com)
  24. 24. But numbers are boring, people are the real thing
  25. 25. Social bottom line • Community growth • Relationships • Social results • Surveys http://www.flickr.com/photos/eschipul/1134747546/
  26. 26. 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
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