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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
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)
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
Image vs. Direct Marketing

               vs
                     GoDaddy
                     www.godaddy.com




             Visa
                    vs.
    www.visa.com
Brand Building
          A decade in the making

• 10 years to build a brand
• Tell the Story
• Build with PR, Defend with Advertising
• “Personal Brands?”
Personal brands
• A new thing
• Let your people tell your Story through
  their Story
• Differentiate your organization

                                    =
#1 in Google!




                                   Erica O’Grady ::
                                   A woman of many
Erica photo thanks to ericskiff    profiles
What’s your Motivation?
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
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/
2. Social

                                                            • Incredibly complex
                                                            • Bunch of introverts
                                                            • All we need is love
http://www.flickr.com/photos/barackobamadotcom/2214065098/
3. Ideological
                                       • Time-triggered, not time bound
                                       • Keep an eye on ethics
                                       • Search engines powerful
                                         ideologue connectors

Photo credit: www.cathedralgrove.se/
Making a Difference
Cambodia For Kids
     www.cambodia4kids.org




                 • Cambodian culture
                    education
                 • Fundraising for
                    Cambodian families
                 • Technology training
                 • Cambodian Social Media
                    community support
Material
              C4K hooks it up

                                • Virtual Facebook
                                  thank you gifts
                                • Reciprocating online
                                  donations
                                • UGC contest, winner
                                  gets $$ for fave charity

   www.changingthepresent.com
Social
   Props, love Cambodia
             • Recognition Blog posts
             • ‘THANKS!!’ Tweets
             • Congratulatory
               screenshots on Flickr
             • Donor avatar posts on
               SM networks

               = Sharing the love!!
               (in public)
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
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
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
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
Ideological
   Pink ribbons, close to home
International Rescue Committee
            www.theirc.org




                    • Global emergency relief
                    • Refugee relocation
                    • Human rights activism
                    • Global/regional news
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
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/
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
The Dual Bottom Lines
Statistics make it easy

           • Numbers are good
           • Stats more available!
Numbers are boring,
people are the real thing
Social bottom line

• Community growth
• Relationships
• Social results
• Surveys
                     http://www.flickr.com/photos/eschipul/1134747546/
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

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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
  • 21. Ideological Pink ribbons, close to home
  • 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
  • 27. Statistics make it easy • Numbers are good • Stats more available!
  • 28. Numbers are boring, people are the real thing
  • 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