Got Social Media? presentation by Ed Schipul on non profit organizations using Social Media and the ways they utilize basic human motivations to reach out to online and offline communities.
Social Media for Non Profits - Tapping into the motivations of The People to change the world around us
1. 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
2. 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)
3. 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
4. Image vs. Direct Marketing
vs
GoDaddy
www.godaddy.com
Visa
vs.
www.visa.com
5. Brand Building
A decade in the making
• 10 years to build a brand
• Tell the Story
• Build with PR, Defend with Advertising
• “Personal Brands?”
6. Personal brands
• A new thing
• Let your people tell your Story through
their Story
• Differentiate your organization
=
7. #1 in Google!
Erica O’Grady ::
A woman of many
Erica photo thanks to ericskiff profiles
9. 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
10. 1. Material
• Pay this, get that. Done.
• Time-value of $$
• Transparency matters!
• Keep it small and simple
Photo credit: http://www.flickr.com/photos/
thegreentrilby/93788893/
11. 2. Social
• Incredibly complex
• Bunch of introverts
• All we need is love
http://www.flickr.com/photos/barackobamadotcom/2214065098/
12. 3. Ideological
• Time-triggered, not time bound
• Keep an eye on ethics
• Search engines powerful
ideologue connectors
Photo credit: www.cathedralgrove.se/
14. Cambodia For Kids
www.cambodia4kids.org
• Cambodian culture
education
• Fundraising for
Cambodian families
• Technology training
• Cambodian Social Media
community support
15. Material
C4K hooks it up
• Virtual Facebook
thank you gifts
• Reciprocating online
donations
• UGC contest, winner
gets $$ for fave charity
www.changingthepresent.com
16. Social
Props, love Cambodia
• Recognition Blog posts
• ‘THANKS!!’ Tweets
• Congratulatory
screenshots on Flickr
• Donor avatar posts on
SM networks
= Sharing the love!!
(in public)
17. 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
18. 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
19. 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
20. 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
22. International Rescue Committee
www.theirc.org
• Global emergency relief
• Refugee relocation
• Human rights activism
• Global/regional news
23. 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
24. 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/
25. 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
29. Social bottom line
• Community growth
• Relationships
• Social results
• Surveys
http://www.flickr.com/photos/eschipul/1134747546/
30. 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