2. What we’ll talk about...
• Storytelling tools on the Web
• The art of listening
• Tapping into Human Motivation
Tying Community building and Web tools together
Find this presentation: www.slideshare.net/eschipul
3.
4.
5. “The message is not
about the charity, it’s about
why the messenger cares”
Katya Andersen (Network for Good)
13. Mac the baby elephant (2006 - 2008)
•Mac naming contest (7500 entries)
•Mac’s birthday card contests
•Elephant adoption packets
(thousands sold and increased
awareness)
Celebrating the life of Mac, the baby elephant
www.houstonzooblog.com
14. Embeddable pics and videos
http://www.youtube.com/user/houstonzoo
Research Fund Drive
1000’s of personal Stories
Helping a Community heal after a tragic loss
www.houstonzoo.com/mac
http://www.houstonzoo.org/herpesvirusresearch/
25. Facebook - Not just for college kids
•Pages and Groups
ROCK!
•Be a leader, volunteer
and connector
•Create buzz for events
•Share your own
updates, links The Myelin Project on Facebook: www.facebook.com
www.myelin.org
and other content
26. Your Facebook profile at a glance
• Flesh out your profile
• Be picky on who you
connect with
• Re-purpose other content
• Add ALL of your
Social Media links
• Be fun and interesting
• Connect with
like-minded people
27. Are you a ‘Group’ie?
http://www.facebook.com/group.php?gid=2597976894
28. Strong fan following
Visual announcements
Fan photos
Houston Zoo on Facebook (www.facebook.com)
www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
29. 2. Listening and Engaging: Facebook Magic!
Page Power in Facebook
30. 2. Listening and Engaging: Facebook Magic!
To Page or to Group - that is the question
• Groups = Not indexed in Google
• Pages = Visible to Google
• Groups = Messages go to inbox
• Pages = Messages go to ‘updates’
http://www.searchenginejournal.com/facebook-group-vs-
facebook-fan-page-whats-better/7761/
31. 37 ‘Yes’
36 ‘Maybe’
Planning an Online Fan Photo Day at the Zoo
http://www.houstonzoo.org/photographyday/
32. Children’s Museum of Houston (www.cmhouston.org)
Facebook Ads - A big bang in a small package
• Integrated newsletter sign up campaign
• Hundreds of email adds / Overs one million impressions
• Under $400 in paid ads
33. Facebook Causes - Social Fundraising
http://apps.facebook.com/causes/beneficiaries/11
Track your top
recruiters
Feature on your
Profile page
Chipin on
Facebook!
34. 3. Facebook: Community Building through Social tools
Facebook Do’s and Don’ts
•Grow your profile •Be stiff and boring
•Upload pics and videos to •Create a ‘company’
tag and send profile (deleted!!)
•Create and join biz and fun •Keep all personal and pro
Groups / Pages life facets separate
•Be picky on your friends •Post press releases
•Cross promote your •Spam your contacts
Social Media links (connect but be polite)
35. 3. Facebook: Community Building through Social tools
Facebook Buzzwords
•Friend - Connect with someone on Facebook
•Wall message - Write, draw or post something on someone’s wall
•Tag - Add names to photos or videos
•Status update - What are you doing?
•Public timeline - List of recent activity
44. How can you play
with your audience?
www.threadbanger.com/post/12723
www.twitter.com/houstonzoo
www.squarespace.com/iphone
/www.flickr.com/photos/cybertoad/3211981392/
45. Musicians and artists promote on MySpace
Main: www.myspace.com
Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
57. The power of visualization on Flickr (www.flickr.com)
Harnessing the User Generated Content madness
http://www.flickr.com/houstonzoo/
http://www.flickr.com/photos/sulla55/3402883279/
http://www.flickr.com/groups/houstonzoo/
http://www.flickr.com/groups/houstonzoophotooftheweek/
65. Listening and Engaging: Tracking Tools
Due diligence on your Story
www,technorati.com/watchlist
Powerful Social Media search engine
watches for your terms and updates you
www.google.com/alerts
Email updates for your company
name and keywords
http://alerts.yahoo.com
Yahoo! alerts you of any
occurrences of defined terms and
names
75. Do’s and Don’t of Commenting
GOOD! BAD!
• Speak your mind • Be defensive / snarky
(respectfully)
• Think you can change
• Include links to relevant everyone’s mind
information
• Leave identical comments
• Give props / say thanks!
• Be ‘Anonymous’
• Bite your tongue (when
appropriate)
81. A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
82. 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 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
http://www.schipul.com/en/art/?562
83. 1. Material Incentives
• Pay this, get that. Done.
• Time-value of $$
• Transparency matters!
• Keep it small and simple
84. 2. Social Incentives
• Incredibly complex
• Bunch of introverts
• All we need is love
Photo credit: http://www.flickr.com/photos/
barackobamadotcom/2214065098/
85. 3. Ideological
• Time-triggered, not time bound
• Keep an eye on ethics
• Search engines powerful ideologue
connectors
Julia Butterfly
Photo credit: http://www.cathedralgrove.se
86. Let’s review
• Find the tools that work for you
• Master the art of listening
• Discover your audience’s
motivation
Tying Community building and Web tools together
Find this presentation: www.slideshare.net/eschipul
87. Thanks for participating today!
Ed Schipul
CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com
(281) 497.6567
Blog: www.eschipul.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www.twitter.com/eschipul
Find my slides on Slideshare: www.slideshare.net/eschipul
