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Social Media for
     Non Profits
Tapping into the motivations of The People
      to change the world around us



       ...
How we got here?

1. Branding (pre Internet)
2. Web Design (Picasso)
3. Search Engine Optimization (traffic!)
4. Web Market...
Let’s talk about...

1. Image vs. Direct Marketing
2. Building your brand
3. 3 Motivations of People
  (and how Social Med...
Image vs. Direct Marketing

               vs
                     GoDaddy
                     www.godaddy.com




      ...
Brand Building
          A decade in the making

• 10 years to build a brand
• Tell the Story
• Build with PR, Defend with...
Personal brands
• A new thing
• Let your people tell your Story through
  their Story
• Differentiate your organization

 ...
#1 in Google!




                                   Erica O’Grady ::
                                   A woman of many
E...
What’s your Motivation?
3 Motivations
                               http://www.schipul.com/en/art/?562


            Material                    ...
1. Material
                                             • Pay this, get that. Done.
                                     ...
2. Social

                                                            • Incredibly complex
                              ...
3. Ideological
                                       • Time-triggered, not time bound
                                   ...
Making a Difference
Cambodia For Kids
     www.cambodia4kids.org




                 • Cambodian culture
                    education
      ...
Material
              C4K hooks it up

                                • Virtual Facebook
                               ...
Social
   Props, love Cambodia
             • Recognition Blog posts
             • ‘THANKS!!’ Tweets
             • Congr...
Ideological
       Cambodia 4 Kids
                 • Photo diaries bring
                      faces and real
           ...
The Frozen Pea Fund
www.frozenpeafund.com // www.boobsonice.com




                  • Social Media support
             ...
Material
                        Peas sir,
                   I want some more
                                   • Second...
Social
                        Peas-ed as punch
                                               •     262 supporters switch...
Ideological
   Pink ribbons, close to home
International Rescue Committee
            www.theirc.org




                    • Global emergency relief
              ...
Material
           Gift for Good
                  • Shop fair trade and
                     donate to IRC
             ...
Social
             Friend your favorite cause!
                                                   • Strong outreach to la...
Ideological
    The story behind the crisis

                    •   SM campaign focus on
                        the Huma...
The Dual Bottom Lines
Statistics make it easy

           • Numbers are good
           • Stats more available!
Numbers are boring,
people are the real thing
Social bottom line

• Community growth
• Relationships
• Social results
• Surveys
                     http://www.flickr.co...
Thank you!
Ed Schipul, CEO
Schipul - The Web Marketing Company

11757 Katy Freeway, Suite 930
Houston, TX 77079 USA
www.sc...
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Social Media for Non Profits - Tapping into the motivations of The People to change the world around us

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Got Social Media? presentation by Ed Schipul on non profit organizations using Social Media and the ways they utilize basic human motivations to reach out to online and offline communities.

Published in: Technology, Economy & Finance
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  • I'm an MLIS student and this was very helpful to me in my current project of developing a social media plan for an information environment. Thank you so much for sharing!
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Transcript of "Social Media for Non Profits - Tapping into the motivations of The People to change the world around us"

  1. 1. Social Media for Non Profits Tapping into the motivations of The People to change the world around us Ed Schipul Schipul - The Web Marketing Company www.schipul.com // www.brandtobedetermined.com
  2. 2. How we got here? 1. Branding (pre Internet) 2. Web Design (Picasso) 3. Search Engine Optimization (traffic!) 4. Web Marketing (convert!) 5. Social Media (Community Brands)
  3. 3. Let’s talk about... 1. Image vs. Direct Marketing 2. Building your brand 3. 3 Motivations of People (and how Social Media ties into each of them) 4. Non Profit Social Media in action
  4. 4. Image vs. Direct Marketing vs GoDaddy www.godaddy.com Visa vs. www.visa.com
  5. 5. Brand Building A decade in the making • 10 years to build a brand • Tell the Story • Build with PR, Defend with Advertising • “Personal Brands?”
  6. 6. Personal brands • A new thing • Let your people tell your Story through their Story • Differentiate your organization =
  7. 7. #1 in Google! Erica O’Grady :: A woman of many Erica photo thanks to ericskiff profiles
  8. 8. What’s your Motivation?
  9. 9. 3 Motivations http://www.schipul.com/en/art/?562 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
  10. 10. 1. Material • Pay this, get that. Done. • Time-value of $$ • Transparency matters! • Keep it small and simple Photo credit: http://www.flickr.com/photos/ thegreentrilby/93788893/
  11. 11. 2. Social • Incredibly complex • Bunch of introverts • All we need is love http://www.flickr.com/photos/barackobamadotcom/2214065098/
  12. 12. 3. Ideological • Time-triggered, not time bound • Keep an eye on ethics • Search engines powerful ideologue connectors Photo credit: www.cathedralgrove.se/
  13. 13. Making a Difference
  14. 14. Cambodia For Kids www.cambodia4kids.org • Cambodian culture education • Fundraising for Cambodian families • Technology training • Cambodian Social Media community support
  15. 15. Material C4K hooks it up • Virtual Facebook thank you gifts • Reciprocating online donations • UGC contest, winner gets $$ for fave charity www.changingthepresent.com
  16. 16. Social Props, love Cambodia • Recognition Blog posts • ‘THANKS!!’ Tweets • Congratulatory screenshots on Flickr • Donor avatar posts on SM networks = Sharing the love!! (in public)
  17. 17. Ideological Cambodia 4 Kids • Photo diaries bring faces and real human impact to campaigns • Emotional power of Story resonates on C4K blog and other SM Blog: http://beth.typepad.com/cambodia4kidsorg Pics: www.flickr.com/photos/cambodia4kids
  18. 18. The Frozen Pea Fund www.frozenpeafund.com // www.boobsonice.com • Social Media support group for Susan Reynolds • Breast Cancer fundraising • Unique awareness campaign • Twitter magic
  19. 19. Material Peas sir, I want some more • Second Life pea-themed furniture for sale, benefitting the Pea Fund • Bloggers and designers http://frozenpeafund.pbwiki.com/ Pea-themed+items+to+sell+or +donate create pea-themed Cafe Press items for sale http://www.cafepress.com/frozenpeafund http://www.cafepress.com/kaityruth
  20. 20. Social Peas-ed as punch • 262 supporters switch to Twitter peavatars • Frozen Pea Friday blog love • Frappr Frozen Pea supporter mapping http://www.flickr.com/groups/frozenpeafriday/ Frozen Pea Fund posts www.technorati.com http://www.frappr.com/?a=constellation_map&mapid=137440310875
  21. 21. Ideological Pink ribbons, close to home
  22. 22. International Rescue Committee www.theirc.org • Global emergency relief • Refugee relocation • Human rights activism • Global/regional news
  23. 23. Material 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
  24. 24. Social Friend your favorite cause! • Strong outreach to large social networks http://www.flickr.com/photos/theirc • Many badging opportunities to display issues of concern http://www.myspace.com/theirc • Send e-cards to friends Kite Runner Campaign http://www.youtube.com/user/theirc http://ecards.theirc.org/ecards/ http://blog.theirc.org/
  25. 25. Ideological The story behind the crisis • SM campaign focus on the Human Story (not just a news blurb) • Appeal to globally minded - change now means political stability later • US policy discussed frequently - action items included
  26. 26. The Dual Bottom Lines
  27. 27. Statistics make it easy • Numbers are good • Stats more available!
  28. 28. Numbers are boring, people are the real thing
  29. 29. Social bottom line • Community growth • Relationships • Social results • Surveys http://www.flickr.com/photos/eschipul/1134747546/
  30. 30. Thank you! Ed Schipul, CEO Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com www.brandtobedetermined.com v. (281) 497.6567 f. (281) 497.1083
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