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International PRSA Conference - Strategic Social Media for NPO

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A look at how PR pros in Non Profits can strategically utilize Social Media to motivate their audience and grow their brands -- presented by Ed Schipul at the International PRSA Conference 2008 in Detroit.

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International PRSA Conference - Strategic Social Media for NPO

  1. 1. Social Media Strategy for Non Profits A PR Pro’s Guide to Key Tools and Motivations Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com
  2. 2. What we’ll talk about... • 3 Motivations of People • Defining success • Personal Branding vs. NPO Branding Growing your Community through technology!
  3. 3. What’s your motivation?
  4. 4. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  5. 5. 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 3. Identity 3. Religious / spiritual admission 4. Certification / validation 4. Self-actualization 4. Linkbacks to your site 5. Professional / Development 5. Art 5. Promotion* 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
  6. 6. 1. Material Incentives • Pay this, get that. Done. • Time-value of $$ • Transparency matters! • Keep it small and simple Photo credit: http://www.flickr.com/photos/ thegreentrilby/93788893/
  7. 7. 2. Social Incentives • Incredibly complex • Bunch of introverts • All we need is love Photo credit: http://www.flickr.com/photos/ barackobamadotcom/2214065098/
  8. 8. 3. Ideological • Time-triggered, not time bound • Keep an eye on ethics • Search engines powerful ideologue connectors Photo credit: http://www.cathedralgrove.se
  9. 9. Making a difference through Social Media
  10. 10. International Rescue Committee www.theirc.org • Global emergency relief • Refugee relocation • Human rights activism • Global/regional news
  11. 11. Material Motivation 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
  12. 12. Social Motivation Friend your favorite cause! • User multiple social networks http://www.flickr.com/photos/theirc • Badging opportunities • Send e-cards to friends http://www.myspace.com/theirc http://ecards.theirc.org/ecards/ http://www.youtube.com/user/theirc http://blog.theirc.org/
  13. 13. Ideological Motivation The story behind the crisis • The Human Story, not just news reels • Appeals to global political activist (change now, peace later) • ‘Here’s you can help!’ action items
  14. 14. http://flickr.com/photos/geekette/212455285/ Let’s get personal.
  15. 15. Personal vs. Non Profit Branding www.twitter.com/favouritethings + www.twitter.com/freshartshou www.twitter.com/jenntext + www.twitter.com/mdanderson_news
  16. 16. Create your Personal Brand • Be consistent • Create an Avatar • Email footer links • Back of business cards
  17. 17. Promote your Employee’s Personal Brands
  18. 18. Strategy, strategy, strategy
  19. 19. What is Success? • Define your goals ahead of time: www.intensedebate.com • Hits to your Web site / special landing page • Number of comments or link outs • Links from Influencers • Answers to online polls www.polldaddy.com
  20. 20. How do you know it’s working? • Define your goals ahead of time: • Newsletter sign up www.mailchimp.com • Raised funds (www.chipin.com) • Number of ‘favorites’ or ratings • Trackbacks from other Blogs
  21. 21. Blogging power at work, donate to: www.brennanshouston.com
  22. 22. Dual Bottom Lines
  23. 23. Statistics make it easy (www.google.com/alerts) (www.feedburner.com) (www.typepad.com)
  24. 24. But numbers are boring, people are the real thing
  25. 25. Social bottom line • Community growth • Relationships • Social results • Surveys http://www.flickr.com/photos/eschipul/1134747546/
  26. 26. Thanks for being here! Ed Schipul Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul

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