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May the (Social Media) Force be With You:
Using tools and online networks to g...
What we’ll talk about...

   • Storytelling tools on the Web

   • The art of listening

   • Tapping into Human Motivatio...
“The message is not
about the charity, it’s about
why the messenger cares”

Katya Andersen (Network for Good)
What is your Story?
http://www.flickr.com/photos/
35703177@N00/639154590/



                                                                  ...
4 Elements of Storytelling
   1. Message               4. Plot


     So my point is...




    2. Conflict           3. Ch...
Who is your audience?
Know who you are talking to (and how)




    ????????????                        ????????????   ?

                     ?...
www.flickr.com/photos/thomashawk/509296254




     Let’s talk tools
All about...
   Blogs
Mac the baby elephant (2006 - 2008)

  •Mac naming contest (7500 entries)

  •Mac’s birthday card contests

  •Elephant ad...
Embeddable pics and videos

                                                        http://www.youtube.com/user/houstonzoo...
U.S. Humane Society - CEO Storytelling
http://hsus.typepad.com/wayne/
Find Stories that
resonate with you.
Google Blog:
http://blogsearch.google.com



   Ice Rocket:
   www.icerocket.com




      Technorati:
      www.technorat...
Keep up with your favorite Blogs in Google Reader: www.google.com/reader
Anatomy of a Blog post
Some great Blogging tool options:

        www.wordpress.org      www.typepad.com   www.blogger.com
Badges

                           Subscribe!



                                        Other Links




                 ...
Weave your audience into your Story

                    www.polleverywhere.com
                                          ...
Read others’ Stories and tips/tricks for inspiration
• Beth Kanter: http://beth.typepad.com/


• NetSquared Blog: http://w...
All about...
Facebook
Facebook - Not just for college kids

•Pages and Groups
 ROCK!

•Be a leader, volunteer
 and connector

•Create buzz for e...
Your Facebook profile at a glance

• Flesh out your profile


• Be picky on who you
  connect with


• Re-purpose other cont...
Are you a ‘Group’ie?

               http://www.facebook.com/group.php?gid=2597976894
Strong fan following




                                        Visual announcements




                           Fan p...
2. Listening and Engaging: Facebook Magic!

Page Power in Facebook
2. Listening and Engaging: Facebook Magic!

 To Page or to Group - that is the question

• Groups = Not indexed in Google
...
37 ‘Yes’
                                              36 ‘Maybe’




Planning an Online Fan Photo Day at the Zoo
http://w...
Children’s Museum of Houston (www.cmhouston.org)

 Facebook Ads - A big bang in a small package




• Integrated newslette...
Facebook Causes - Social Fundraising
http://apps.facebook.com/causes/beneficiaries/11



                                  ...
3. Facebook: Community Building through Social tools

Facebook Do’s and Don’ts

 •Grow your profile                        ...
3. Facebook: Community Building through Social tools

 Facebook Buzzwords

•Friend - Connect with someone on Facebook

•Wa...
The Facebook Marketing Bible:   www.insidefacebook.com
Let’s take a break!
All about...
 Twitter
Micro-Blogging with Twitter (www.twitter.com)




               http://www.youtube.com/watch?v=ddO9idmax0o
Twitter includes others in ongoing dialogue


            Houston Children’s Musem on Twitter: www.twitter.com/cmhouston
Use as a platform to help others!


          HPL on Twitter: www.twitter.com/HoustonLibrary
Who to Follow?
http://www.flickr.com/photos/un-sharp/2618831897/




         1. Customers
         2. Your Brand / Produc...
What to Say?
http://www.flickr.com/photos/sharynmorrow/3356523438/




           1. Relevant Content
           2. Share ...
How can you play
                                           with your audience?
www.threadbanger.com/post/12723

         ...
Musicians and artists promote on MySpace




                                 Main: www.myspace.com
           Houston mus...
www.compete.com

Facebook vs. MySpace (put it in perspective)
LinkedIn connects professionals




                    Main: www.linkedin.com
NPO communicator opportunities on LinkedIn

                               Start a group to connect
                      ...
http://learn.linkedin.com/non-profits/

Try LinkedIn to grow your NPO brain
www.flickr.com/photos/thomashawk/288335335/




                 Playing with Rich Media
Advance your Story’s plot with video

                                www.arttheheartofhouston.com




         www.haablo...
For your plot: buy a Flip camera (seriously)




                     http://www.theflip.com/
Be playful on YouTube (www.youtube.com)
         Zappos on YouTube: www.youtube.com/user/zappos
CitizenTube - the official YouTube channel of change
www.youtube.com/citizentube
NPO channels: http://staging.vimeo.com/channels/all/category:activism

Vimeo.com - Higher quality video sharing
Flickr: Sharing Stories and generating buzz
The power of visualization on Flickr (www.flickr.com)
Harnessing the User Generated Content madness

                      ...
Facebook photo Community building
Creative Commons - www.creativecommons.org
http://blip.tv/file/1253376
Watch a Common Craft CC video
Find Creative Commons content
                      www.compfight.com




                                    http://search...
Let’s take a break!
Tracking the Buzz

http://www.flickr.com/photos/10639367@N00/1945366222/
http://www.flickr.com/photos/jfchenier/76721307/




(remember, it’s all about the Story)
Listening and Engaging: Tracking Tools

Due diligence on your Story

                                           www,techno...
Listening and Engaging: Tracking Tools

What is an Alert? (www.google.com/alerts)
Addictive and essential Google Reader: www.google.com/reader
IceRocket: www.icerocket.com




    Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com
Keotag - www.keotag.com
Radian 6: www.radian6.com + Vocus: www.vocus.com
www.crowdeye.com




                                               http://search.twitter.com
           www.tweetbeep.com...
Who is commenting on your comments?
                           www.intensedebate.com




www.backtype.com
Responding in a digital world




http://www.flickr.com/photos/59503392@N00/419321748/
Where do Comments live?
Do’s and Don’t of Commenting

         GOOD!                         BAD!
 • Speak your mind             • Be defensive / ...
Do NOT feed the trolls




                    (Rarely this cute)
People get mad, but don’t fuel the fire
  Find your Happy Place.
Combat negativity through the Power of Creation
                               www.lettexansruntexas.com




             ...
Let’s take a break!
Motivations of Humans




http://www.flickr.com/photos/32323502@N00/294326851/
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.


                         • Time-value of $$...
2. Social Incentives

                                                 • Incredibly complex


                            ...
3. Ideological


                                               • Time-triggered, not time bound


                       ...
Let’s review

   • Find the tools that work for you

   • Master the art of listening

      • Discover your audience’s
  ...
Thanks for participating today!

Ed Schipul


CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com...
Non profits and the Web - May the (social media) force be with you
Non profits and the Web - May the (social media) force be with you
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Transcript of "Non profits and the Web - May the (social media) force be with you"

  1. 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. 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. 3. “The message is not about the charity, it’s about why the messenger cares” Katya Andersen (Network for Good)
  4. 4. What is your Story?
  5. 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. 6. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
  7. 7. Who is your audience?
  8. 8. Know who you are talking to (and how) ???????????? ???????????? ? ????????????
  9. 9. www.flickr.com/photos/thomashawk/509296254 Let’s talk tools
  10. 10. All about... Blogs
  11. 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. 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. 13. U.S. Humane Society - CEO Storytelling http://hsus.typepad.com/wayne/
  14. 14. Find Stories that resonate with you.
  15. 15. Google Blog: http://blogsearch.google.com Ice Rocket: www.icerocket.com Technorati: www.technorati.com
  16. 16. Keep up with your favorite Blogs in Google Reader: www.google.com/reader
  17. 17. Anatomy of a Blog post
  18. 18. Some great Blogging tool options: www.wordpress.org www.typepad.com www.blogger.com
  19. 19. Badges Subscribe! Other Links Blogroll Seek out generous and passionate teachers http://havefundogood.blogspot.com
  20. 20. Weave your audience into your Story www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com
  21. 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. 22. All about... Facebook
  23. 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. 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. 25. Are you a ‘Group’ie? http://www.facebook.com/group.php?gid=2597976894
  26. 26. Strong fan following Visual announcements Fan photos Houston Zoo on Facebook (www.facebook.com) www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
  27. 27. 2. Listening and Engaging: Facebook Magic! Page Power in Facebook
  28. 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. 29. 37 ‘Yes’ 36 ‘Maybe’ Planning an Online Fan Photo Day at the Zoo http://www.houstonzoo.org/photographyday/
  30. 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. 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. 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. 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. 34. The Facebook Marketing Bible: www.insidefacebook.com
  35. 35. Let’s take a break!
  36. 36. All about... Twitter
  37. 37. Micro-Blogging with Twitter (www.twitter.com) http://www.youtube.com/watch?v=ddO9idmax0o
  38. 38. Twitter includes others in ongoing dialogue Houston Children’s Musem on Twitter: www.twitter.com/cmhouston
  39. 39. Use as a platform to help others! HPL on Twitter: www.twitter.com/HoustonLibrary
  40. 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. 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. 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. 43. Musicians and artists promote on MySpace Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
  44. 44. www.compete.com Facebook vs. MySpace (put it in perspective)
  45. 45. LinkedIn connects professionals Main: www.linkedin.com
  46. 46. NPO communicator opportunities on LinkedIn Start a group to connect your Community Ask and answer questions Create a poll
  47. 47. http://learn.linkedin.com/non-profits/ Try LinkedIn to grow your NPO brain
  48. 48. www.flickr.com/photos/thomashawk/288335335/ Playing with Rich Media
  49. 49. Advance your Story’s plot with video www.arttheheartofhouston.com www.haablog.com
  50. 50. For your plot: buy a Flip camera (seriously) http://www.theflip.com/
  51. 51. Be playful on YouTube (www.youtube.com) Zappos on YouTube: www.youtube.com/user/zappos
  52. 52. CitizenTube - the official YouTube channel of change www.youtube.com/citizentube
  53. 53. NPO channels: http://staging.vimeo.com/channels/all/category:activism Vimeo.com - Higher quality video sharing
  54. 54. Flickr: Sharing Stories and generating buzz
  55. 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. 56. Facebook photo Community building
  57. 57. Creative Commons - www.creativecommons.org
  58. 58. http://blip.tv/file/1253376 Watch a Common Craft CC video
  59. 59. Find Creative Commons content www.compfight.com http://search.creativecommons.org/ www.freebase.com
  60. 60. Let’s take a break!
  61. 61. Tracking the Buzz http://www.flickr.com/photos/10639367@N00/1945366222/
  62. 62. http://www.flickr.com/photos/jfchenier/76721307/ (remember, it’s all about the Story)
  63. 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. 64. Listening and Engaging: Tracking Tools What is an Alert? (www.google.com/alerts)
  65. 65. Addictive and essential Google Reader: www.google.com/reader
  66. 66. IceRocket: www.icerocket.com Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com
  67. 67. Keotag - www.keotag.com
  68. 68. Radian 6: www.radian6.com + Vocus: www.vocus.com
  69. 69. www.crowdeye.com http://search.twitter.com www.tweetbeep.com Use free tools to track the Twitter buzz...
  70. 70. Who is commenting on your comments? www.intensedebate.com www.backtype.com
  71. 71. Responding in a digital world http://www.flickr.com/photos/59503392@N00/419321748/
  72. 72. Where do Comments live?
  73. 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. 74. Do NOT feed the trolls (Rarely this cute)
  75. 75. People get mad, but don’t fuel the fire Find your Happy Place.
  76. 76. Combat negativity through the Power of Creation www.lettexansruntexas.com http://www.youtube.com/user/zappos
  77. 77. Let’s take a break!
  78. 78. Motivations of Humans http://www.flickr.com/photos/32323502@N00/294326851/
  79. 79. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  80. 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. 81. 1. Material Incentives • Pay this, get that. Done. • Time-value of $$ • Transparency matters! • Keep it small and simple
  82. 82. 2. Social Incentives • Incredibly complex • Bunch of introverts • All we need is love Photo credit: http://www.flickr.com/photos/ barackobamadotcom/2214065098/
  83. 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. 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. 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
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