Date post: | 17-Aug-2014 |
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Technology |
Upload: | ed-schipul |
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Social Media for Non Profits
Tapping into the motivations of The People to change the world around us
Ed SchipulSchipul - 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
vs.Visa
www.visa.com
GoDaddywww.godaddy.com
Brand BuildingA 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
=
Erica photo thanks to ericskiff
#1 in Google!
Erica O’Grady ::A woman of many profiles
What’s your Motivation?
3 Motivationshttp://www.schipul.com/en/art/?562
Material Social Ideological1. 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
1. Material
• Pay this, get that. Done.
• Time-value of $$
• Transparency matters!
• Keep it small and simplePhoto credit: http://www.flickr.com/photos/
thegreentrilby/93788893/
2. Social
• Incredibly complex
• Bunch of introverts
• All we need is love
http://www.flickr.com/photos/barackobamadotcom/2214065098/
3. Ideological
• Time-triggered, not time bound
• Keep an eye on ethics
• Search engines powerful ideologue connectors
Photo credit: www.cathedralgrove.se/
Making a Difference
Cambodia For Kidswww.cambodia4kids.org
• Cambodian culture education
• Fundraising for Cambodian families
• Technology training
• Cambodian Social Media community support
C4K hooks it up
• Virtual Facebook thank you gifts
• Reciprocating online donations
• UGC contest, winner gets $$ for fave charity
Material
www.changingthepresent.com
Props, love CambodiaSocial
• Recognition Blog posts
• ‘THANKS!!’ Tweets
• Congratulatory screenshots on Flickr
• Donor avatar posts on SM networks
= Sharing the love!!(in public)
Cambodia 4 Kids• Photo diaries bring
faces and real human impact to campaigns
• Emotional power of Story resonates on C4K blog and other SM
Ideological
Blog: http://beth.typepad.com/cambodia4kidsorgPics: www.flickr.com/photos/cambodia4kids
The Frozen Pea Fundwww.frozenpeafund.com // www.boobsonice.com
• Social Media support group for Susan Reynolds
• Breast Cancer fundraising
• Unique awareness campaign
• Twitter magic
http://frozenpeafund.pbwiki.com/Pea-themed+items+to+sell+or
+donate
Peas sir, I want some more
• Second Life pea-themed furniture for sale, benefitting the Pea Fund
• Bloggers and designers create pea-themed Cafe Press items for salehttp://www.cafepress.com/frozenpeafundhttp://www.cafepress.com/kaityruth
Material
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/
www.technorati.com http://www.frappr.com/?a=constellation_map&mapid=137440310875
Frozen Pea Fund posts
Social
Pink ribbons, close to homeIdeological
International Rescue Committeewww.theirc.org
• Global emergency relief
• Refugee relocation
• Human rights activism
• Global/regional news
Gift for GoodMaterial
• 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
Friend your favorite cause!Social
• Strong outreach to large social networks
• Many badging opportunities to display issues of concern
• Send e-cards to friends
Kite Runner Campaign
http://ecards.theirc.org/ecards/
http://www.flickr.com/photos/theirc
http://www.myspace.com/theirc
http://www.youtube.com/user/theirchttp://blog.theirc.org/
The story behind the crisisIdeological
• 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, CEOSchipul - The Web Marketing Company
11757 Katy Freeway, Suite 930Houston, TX 77079 USA
www.schipul.comwww.brandtobedetermined.com
v. (281) 497.6567f. (281) 497.1083