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