Ed Schipuleschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

Social Media Strategy for Non ProfitsA PR Pro’s Guide to Key Tools and Motivations

What we’ll talk about...

• 3 Motivations of People

• Defining success

• Personal Branding vs. NPO Branding

Growing your Community through technology!

What’s your motivation?

A rubber raft in the middle of the ocean

http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

3 MotivationsMaterial Social Ideological

1. Cash2. Discounts3. Volunteers get free admission4. Linkbacks to your site5. Promotion*

1. Networking2. Socialization3. Identity4. Certification / validation5. Professional / Development6. Sex7. Relationships8. Organized Religion9. Status10. Esteem11. Some politics12. Achievement13. Self-esteem*14. Promotion

1. Belief in a cause2. Long-term political goal3. Religious / spiritual4. Self-actualization5. Art

http://www.schipul.com/en/art/?562

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/

2. Social Incentives

• Incredibly complex

• Bunch of introverts

• All we need is love

Photo credit: 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: http://www.cathedralgrove.se

Making a differencethrough Social Media

• Global emergency relief

• Refugee relocation

• Human rights activism

• Global/regional news

International Rescue Committee

www.theirc.org

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.htmlhttp://www.shopintuition.com/http://www.rescuetea.org

Material Motivation

Friend your favorite cause!

• User multiple social networks

• Badging opportunities

• Send e-cards to friends

http://ecards.theirc.org/ecards/

http://www.flickr.com/photos/theirc

http://www.myspace.com/theirc

http://www.youtube.com/user/theirc http://blog.theirc.org/

Social 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

Ideological Motivation

Let’s get personal.

http://flickr.com/photos/geekette/212455285/

Personal vs. Non Profit Branding

www.twitter.com/favouritethings + www.twitter.com/freshartshou

www.twitter.com/jenntext + www.twitter.com/mdanderson_news

Create your Personal Brand

• Be consistent

• Create an Avatar

• Email footer links

• Back of business cards

Promote your Employee’s Personal Brands

Strategy, strategy, strategy

What is Success?

• Define your goals ahead of time:

• Hits to your Web site / special landing page

• Number of comments or link outs

• Links from Influencers

• Answers to online polls

www.intensedebate.com

www.polldaddy.com

How do you know it’s working?

• Define your goals ahead of time:

• Newsletter sign up

• Raised funds (www.chipin.com)

• Number of ‘favorites’ or ratings

• Trackbacks from other Blogs

www.mailchimp.com

Blogging power at work, donate to: www.brennanshouston.com

Dual Bottom Lines

Statistics make it easy

(www.google.com/alerts)

(www.feedburner.com)

(www.typepad.com)

But numbers are boring, people are the real thing

• Community growth

• Relationships

• Social results

• Surveys

http://www.flickr.com/photos/eschipul/1134747546/

Social bottom line

Ed Schipul

Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul

Thanks for being here!