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

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

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)

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

Image vs. Direct Marketing vs GoDaddy www.godaddy.com Visa vs. www.visa.com

Brand Building A decade in the making • 10 years to build a brand • Tell the Story • Build with PR, Defend with Advertising • “Personal Brands?”

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 Erica photo thanks to ericskiff proﬁles

What’s your Motivation?

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

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/

2. Social • Incredibly complex • Bunch of introverts • All we need is love 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: www.cathedralgrove.se/

Making a Difference

Cambodia For Kids www.cambodia4kids.org • Cambodian culture education • Fundraising for Cambodian families • Technology training • Cambodian Social Media community support

Material C4K hooks it up • Virtual Facebook thank you gifts • Reciprocating online donations • UGC contest, winner gets $$ for fave charity www.changingthepresent.com

Social Props, love Cambodia • Recognition Blog posts • ‘THANKS!!’ Tweets • Congratulatory screenshots on Flickr • Donor avatar posts on SM networks = Sharing the love!! (in public)

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

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

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

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

Ideological Pink ribbons, close to home

International Rescue Committee www.theirc.org • Global emergency relief • Refugee relocation • Human rights activism • Global/regional news

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

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/

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

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.com/photos/eschipul/1134747546/

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

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

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Notes on slide 1

37 Favorites, 2 Groups & 1 Event