international prsa conference - strategic social media for npo
Post on 17-Oct-2014
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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!
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