Humans motivations that drive Social Media success

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This Social Media through human motivations presentation was delivered in Houston, TX at the 2011 Power Tools for Nonprofits conference.

Need help connecting your audience to savvy online content? Check us out at www.schipul.com.

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  • Humans motivations that drive Social Media success

    1. 1. http://www.flickr.com/photos/eschipul/6345896920 Social Media Success Leveraging the Power of Human Motivations + Smart Tactics Ed Schipul + Katie Laird | Schipul - The Web Marketing Company | www.schipul.com | @eschipul + @happykatie
    2. 2. Summer vacation plans, anyone?
    3. 3. Today we’ll talk about: 1. What’s your motivation? 2. Connecting with the right audience 3. Leveraging your tools’ unique powersFind this presentation: www.slideshare.net/eschipul www.flickr.com/photos/tkkate/2829445105
    4. 4. The Motivations of Humans
    5. 5. (5.4% Facebook penetration in Egypt)Revolution is born of desperation, not Facebookhttp://schipul.com/articles/inciting-revolutionary-change/
    6. 6. 3 Motivations Social of Humans How can you connect to your nonprofit’s Material Community? Ideologicalwww.schipul.com/articles/the-3-motivations-of-people-material-social-and-ideological/
    7. 7. SOCIAL MOTIVATIONS
    8. 8. MATERIAL MOTIVATIONShttp://www.flickr.com/photos/dmitriy_burdan/4175077887/
    9. 9. IDEOLOGICAL MOTIVATIONShttp://www.flickr.com/photos/seriouslycrawf/2632380810
    10. 10. THE MISSING MOTIVATION (A COMMON ONE THESE DAYS....)
    11. 11. FEARhttp://www.flickr.com/photos/antitezo/2193629551
    12. 12. QUENCH IThttp://www.flickr.com/photos/mr_beaver/3732959536
    13. 13. Getting to knowyour communityLISTEN
    14. 14. Online outreach is not an exact ScienceSo be a MAD SCIENTIST!!!!!
    15. 15. Persona Development matters ???????????? ???????????? ????????????
    16. 16. Who is your audience?• Name + age• Interests + hobbies• Income + career• Family + friend details• How do they interact?
    17. 17. Meet your audience www.polldaddy.com www.facebook.com/questionswww.surveymonkey.com
    18. 18. What moves your audience?• Trends on Facebook content types• Newsletter headline testing• Twitter clicks + trends (bit.ly)• Blog tone + call to action responses• Blatant Motivation Type testing
    19. 19. Actions speak louder than words www.sproutsocial.com www.campaignmonitor.com
    20. 20. What do they DO when moved? • Do they like more than they comment? • Do they forward emails + blog posts to a friend? • Online donations? • Real world event attendance + volunteering? • Video watching, sharing + creating? • Are they wild about contests? • Support quietly with badges + personal emails?
    21. 21. Understanding interactions1. Are you seeing green?2. What days are most active?3. Most popular types of content?4. What content gets what kind of interaction?5. Are you moving the needle? How can you?
    22. 22. www.flickr.com/photos/joelalexander/218251815 Using your tools to inspire
    23. 23. Audience awareness What? Why? How?http://www.flickr.com/photos/bhikku/4608657906
    24. 24. Fresh pictures with tags! Regular posts Leverage your tabs!Plan events Res pon d! Sup por t ot her org s
    25. 25. Social Material Ideological Fresh pictures with tags! Regular posts Leverage your tabs! Plan events Res pon d! Sup por t ot her org s
    26. 26. Amigos De Las Americas wins $25,000!!http://apps.facebook.com/chasecommunitygiving/charities/741547146-amigos http://apps.facebook.com/chasecommunitygiving/charities/741547146-amigos
    27. 27. www.twitter.com/redcross
    28. 28. Social Material Ideological #phillyhomefireMake heroes Kevin Bacon!
    29. 29. http://www.flickr.com/groups/imaginingourselves/
    30. 30. Tell your visual story1. Take pictures at EVERYTHING2. Post within 24 hours - ask for help tagging3. Encourage fan photo posts (contests, etc.)4. Events, stories, features get new albums5. www.picnik.com // http://pixlr.com/editor/
    31. 31. Social Material Ideological Share your visual mission Links are a form of currency, allow your photosSee + be seen to be used and linked to you!
    32. 32. Videos are emotional connectors
    33. 33. Social Material Ideological Embed offers Let your tribe + links within add their own videos voice + experiences Draft videosfrom your tribe
    34. 34. Buy-in Comes From Within
    35. 35. Embrace your internal brands 32 on Twitter 50,000+ followers 32 on Facebook 40,000+ friends
    36. 36. Let’s talk aboutyour online contributions....
    37. 37. Disruptive and monotonous? http://www.flickr.com/photos/respres/3063165013/i
    38. 38. or thoughtful calls to action? http://www.flickr.com/photos/juditk/4638497438
    39. 39. Today’s big ideas: 1. Connect to all 4 motivations 2. Learn your tribe 3. Experiment until you hit it rightFind this presentation: www.slideshare.net/eschipul www.flickr.com/photos/tkkate/2829445105
    40. 40. Ed Schipul + Katie LairdEmail: eschipul@schipul.com + klaird@schipul.comBlog: www.eschipul.com + www.happykatie.comFlickr: www.flickr.com/eschipul + www.flickr.com/happykatieTwitter: www.twitter.com/eschipul + www.twitter.com/happykatieSlideshare: www.slideshare.net/eschipul + www.slideshare.net/happykatie

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