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Non profits and the Web - May the (social media) force be with you

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  • 1. www.flickr.com/photos/eschipul/3529646936/ May the (Social Media) Force be With You: Using tools and online networks to grow your Community Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com
  • 2. What we’ll talk about... • Storytelling tools on the Web • The art of listening • Tapping into Human Motivation Tying Community building and Web tools together Find this presentation: www.slideshare.net/eschipul
  • 3. “The message is not about the charity, it’s about why the messenger cares” Katya Andersen (Network for Good)
  • 4. What is your Story?
  • 5. http://www.flickr.com/photos/ 35703177@N00/639154590/ http://www.flickr.com/photos/ 21922583@N02/2430939057/ http://www.flickr.com/photos/poorfish/410056337 http://www.flickr.com/photos/ http://www.flickr.com/photos/21787159@N00/352250460/ http://www.flickr.com/photos/94232810@N00/2096337817/ 73645804@N00/440672445/
  • 6. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
  • 7. Who is your audience?
  • 8. Know who you are talking to (and how) ???????????? ???????????? ? ????????????
  • 9. www.flickr.com/photos/thomashawk/509296254 Let’s talk tools
  • 10. All about... Blogs
  • 11. Mac the baby elephant (2006 - 2008) •Mac naming contest (7500 entries) •Mac’s birthday card contests •Elephant adoption packets (thousands sold and increased awareness) Celebrating the life of Mac, the baby elephant www.houstonzooblog.com
  • 12. Embeddable pics and videos http://www.youtube.com/user/houstonzoo Research Fund Drive 1000’s of personal Stories Helping a Community heal after a tragic loss www.houstonzoo.com/mac http://www.houstonzoo.org/herpesvirusresearch/
  • 13. U.S. Humane Society - CEO Storytelling http://hsus.typepad.com/wayne/
  • 14. Find Stories that resonate with you.
  • 15. Google Blog: http://blogsearch.google.com Ice Rocket: www.icerocket.com Technorati: www.technorati.com
  • 16. Keep up with your favorite Blogs in Google Reader: www.google.com/reader
  • 17. Anatomy of a Blog post
  • 18. Some great Blogging tool options: www.wordpress.org www.typepad.com www.blogger.com
  • 19. Badges Subscribe! Other Links Blogroll Seek out generous and passionate teachers http://havefundogood.blogspot.com
  • 20. Weave your audience into your Story www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com
  • 21. Read others’ Stories and tips/tricks for inspiration • Beth Kanter: http://beth.typepad.com/ • NetSquared Blog: http://www.netsquared.org/blog • Online Fundraising Blog: http://www.onlinefundraisingblog.com/ • The Fundraising Coach: http://fundraisingcoach.com/ • Just Giving Blog: http://justgiving.wordpress.com/ • Non Profit Tech Blog: http://www.nonprofittechblog.org/ • Read Write Web: http://www.readwriteweb.com/ • Donor Power Blog: http://www.donorpowerblog.com/
  • 22. All about... Facebook
  • 23. Facebook - Not just for college kids •Pages and Groups ROCK! •Be a leader, volunteer and connector •Create buzz for events •Share your own updates, links The Myelin Project on Facebook: www.facebook.com www.myelin.org and other content
  • 24. Your Facebook profile at a glance • Flesh out your profile • Be picky on who you connect with • Re-purpose other content • Add ALL of your Social Media links • Be fun and interesting • Connect with like-minded people
  • 25. Are you a ‘Group’ie? http://www.facebook.com/group.php?gid=2597976894
  • 26. Strong fan following Visual announcements Fan photos Houston Zoo on Facebook (www.facebook.com) www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
  • 27. 2. Listening and Engaging: Facebook Magic! Page Power in Facebook
  • 28. 2. Listening and Engaging: Facebook Magic! To Page or to Group - that is the question • Groups = Not indexed in Google • Pages = Visible to Google • Groups = Messages go to inbox • Pages = Messages go to ‘updates’ http://www.searchenginejournal.com/facebook-group-vs- facebook-fan-page-whats-better/7761/
  • 29. 37 ‘Yes’ 36 ‘Maybe’ Planning an Online Fan Photo Day at the Zoo http://www.houstonzoo.org/photographyday/
  • 30. Children’s Museum of Houston (www.cmhouston.org) Facebook Ads - A big bang in a small package • Integrated newsletter sign up campaign • Hundreds of email adds / Overs one million impressions • Under $400 in paid ads
  • 31. Facebook Causes - Social Fundraising http://apps.facebook.com/causes/beneficiaries/11 Track your top recruiters Feature on your Profile page Chipin on Facebook!
  • 32. 3. Facebook: Community Building through Social tools Facebook Do’s and Don’ts •Grow your profile •Be stiff and boring •Upload pics and videos to •Create a ‘company’ tag and send profile (deleted!!) •Create and join biz and fun •Keep all personal and pro Groups / Pages life facets separate •Be picky on your friends •Post press releases •Cross promote your •Spam your contacts Social Media links (connect but be polite)
  • 33. 3. Facebook: Community Building through Social tools Facebook Buzzwords •Friend - Connect with someone on Facebook •Wall message - Write, draw or post something on someone’s wall •Tag - Add names to photos or videos •Status update - What are you doing? •Public timeline - List of recent activity
  • 34. The Facebook Marketing Bible: www.insidefacebook.com
  • 35. Let’s take a break!
  • 36. All about... Twitter
  • 37. Micro-Blogging with Twitter (www.twitter.com) http://www.youtube.com/watch?v=ddO9idmax0o
  • 38. Twitter includes others in ongoing dialogue Houston Children’s Musem on Twitter: www.twitter.com/cmhouston
  • 39. Use as a platform to help others! HPL on Twitter: www.twitter.com/HoustonLibrary
  • 40. Who to Follow? http://www.flickr.com/photos/un-sharp/2618831897/ 1. Customers 2. Your Brand / Products 3. Industry Leaders 4. Event Attendees 5. Fans 6. Friends
  • 41. What to Say? http://www.flickr.com/photos/sharynmorrow/3356523438/ 1. Relevant Content 2. Share Resources 3. Industry Insights 4. Announce Events 5. Promote Fans 6. Be Friends
  • 42. How can you play with your audience? www.threadbanger.com/post/12723 www.twitter.com/houstonzoo www.squarespace.com/iphone /www.flickr.com/photos/cybertoad/3211981392/
  • 43. Musicians and artists promote on MySpace Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
  • 44. www.compete.com Facebook vs. MySpace (put it in perspective)
  • 45. LinkedIn connects professionals Main: www.linkedin.com
  • 46. NPO communicator opportunities on LinkedIn Start a group to connect your Community Ask and answer questions Create a poll
  • 47. http://learn.linkedin.com/non-profits/ Try LinkedIn to grow your NPO brain
  • 48. www.flickr.com/photos/thomashawk/288335335/ Playing with Rich Media
  • 49. Advance your Story’s plot with video www.arttheheartofhouston.com www.haablog.com
  • 50. For your plot: buy a Flip camera (seriously) http://www.theflip.com/
  • 51. Be playful on YouTube (www.youtube.com) Zappos on YouTube: www.youtube.com/user/zappos
  • 52. CitizenTube - the official YouTube channel of change www.youtube.com/citizentube
  • 53. NPO channels: http://staging.vimeo.com/channels/all/category:activism Vimeo.com - Higher quality video sharing
  • 54. Flickr: Sharing Stories and generating buzz
  • 55. The power of visualization on Flickr (www.flickr.com) Harnessing the User Generated Content madness http://www.flickr.com/houstonzoo/ http://www.flickr.com/photos/sulla55/3402883279/ http://www.flickr.com/groups/houstonzoo/ http://www.flickr.com/groups/houstonzoophotooftheweek/
  • 56. Facebook photo Community building
  • 57. Creative Commons - www.creativecommons.org
  • 58. http://blip.tv/file/1253376 Watch a Common Craft CC video
  • 59. Find Creative Commons content www.compfight.com http://search.creativecommons.org/ www.freebase.com
  • 60. Let’s take a break!
  • 61. Tracking the Buzz http://www.flickr.com/photos/10639367@N00/1945366222/
  • 62. http://www.flickr.com/photos/jfchenier/76721307/ (remember, it’s all about the Story)
  • 63. Listening and Engaging: Tracking Tools Due diligence on your Story www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 64. Listening and Engaging: Tracking Tools What is an Alert? (www.google.com/alerts)
  • 65. Addictive and essential Google Reader: www.google.com/reader
  • 66. IceRocket: www.icerocket.com Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com
  • 67. Keotag - www.keotag.com
  • 68. Radian 6: www.radian6.com + Vocus: www.vocus.com
  • 69. www.crowdeye.com http://search.twitter.com www.tweetbeep.com Use free tools to track the Twitter buzz...
  • 70. Who is commenting on your comments? www.intensedebate.com www.backtype.com
  • 71. Responding in a digital world http://www.flickr.com/photos/59503392@N00/419321748/
  • 72. Where do Comments live?
  • 73. Do’s and Don’t of Commenting GOOD! BAD! • Speak your mind • Be defensive / snarky (respectfully) • Think you can change • Include links to relevant everyone’s mind information • Leave identical comments • Give props / say thanks! • Be ‘Anonymous’ • Bite your tongue (when appropriate)
  • 74. Do NOT feed the trolls (Rarely this cute)
  • 75. People get mad, but don’t fuel the fire Find your Happy Place.
  • 76. Combat negativity through the Power of Creation www.lettexansruntexas.com http://www.youtube.com/user/zappos
  • 77. Let’s take a break!
  • 78. Motivations of Humans http://www.flickr.com/photos/32323502@N00/294326851/
  • 79. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  • 80. 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 admission 3. Identity 3. Religious / spiritual 4. Linkbacks to your site 4. Certification / validation 4. Self-actualization 5. Promotion* 5. Professional / Development 5. Art 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
  • 81. 1. Material Incentives • Pay this, get that. Done. • Time-value of $$ • Transparency matters! • Keep it small and simple
  • 82. 2. Social Incentives • Incredibly complex • Bunch of introverts • All we need is love Photo credit: http://www.flickr.com/photos/ barackobamadotcom/2214065098/
  • 83. 3. Ideological • Time-triggered, not time bound • Keep an eye on ethics • Search engines powerful ideologue connectors Julia Butterfly Photo credit: http://www.cathedralgrove.se
  • 84. Let’s review • Find the tools that work for you • Master the art of listening • Discover your audience’s motivation Tying Community building and Web tools together Find this presentation: www.slideshare.net/eschipul
  • 85. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul