Humans motivations that drive Social Media success

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

Summer vacation plans, anyone?

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

The Motivations of Humans

(5.4% Facebook penetration in Egypt)Revolution is born of desperation, not Facebookhttp://schipul.com/articles/inciting-revolutionary-change/

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/

SOCIAL MOTIVATIONS

MATERIAL MOTIVATIONShttp://www.flickr.com/photos/dmitriy_burdan/4175077887/

IDEOLOGICAL MOTIVATIONShttp://www.flickr.com/photos/seriouslycrawf/2632380810

THE MISSING MOTIVATION (A COMMON ONE THESE DAYS....)

FEARhttp://www.flickr.com/photos/antitezo/2193629551

QUENCH IThttp://www.flickr.com/photos/mr_beaver/3732959536

Getting to knowyour communityLISTEN

Online outreach is not an exact ScienceSo be a MAD SCIENTIST!!!!!

Persona Development matters ???????????? ???????????? ????????????

Who is your audience?• Name + age• Interests + hobbies• Income + career• Family + friend details• How do they interact?

Meet your audience www.polldaddy.com www.facebook.com/questionswww.surveymonkey.com

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

Actions speak louder than words www.sproutsocial.com www.campaignmonitor.com

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?

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?

www.ﬂickr.com/photos/joelalexander/218251815 Using your tools to inspire

Audience awareness What? Why? How?http://www.flickr.com/photos/bhikku/4608657906

Fresh pictures with tags! Regular posts Leverage your tabs!Plan events Res pon d! Sup por t ot her org s

Social Material Ideological Fresh pictures with tags! Regular posts Leverage your tabs! Plan events Res pon d! Sup por t ot her org s

Amigos De Las Americas wins $25,000!!http://apps.facebook.com/chasecommunitygiving/charities/741547146-amigos http://apps.facebook.com/chasecommunitygiving/charities/741547146-amigos

www.twitter.com/redcross

Social Material Ideological #phillyhomeﬁreMake heroes Kevin Bacon!

http://www.flickr.com/groups/imaginingourselves/

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/

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!

Videos are emotional connectors

Social Material Ideological Embed offers Let your tribe + links within add their own videos voice + experiences Draft videosfrom your tribe

Buy-in Comes From Within

Embrace your internal brands 32 on Twitter 50,000+ followers 32 on Facebook 40,000+ friends

Let’s talk aboutyour online contributions....

Disruptive and monotonous? http://www.ﬂickr.com/photos/respres/3063165013/i

or thoughtful calls to action? http://www.ﬂickr.com/photos/juditk/4638497438

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

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

Humans motivations that drive Social Media success

by Katie Laird on Nov 17, 2011

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Humans motivations that drive Social Media success Presentation Transcript

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