non profits and the web - may the (social media) force be with you

May the (Social Media) Force be With You:Using tools and online networks to grow your Community

Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com

www.flickr.com/photos/eschipul/3529646936/

What we’ll talk about...

• Storytelling tools on the Web

• The art of listening

• Tapping into Human Motivation

Tying Community building and Web tools together

Find this presentation: www.slideshare.net/eschipul

“The message is not about the charity, it’s about why the messenger cares”

Katya Andersen (Network for Good)

What is your Story?

http://www.flickr.com/photos/94232810@N00/2096337817/

http://www.flickr.com/photos/35703177@N00/639154590/

http://www.flickr.com/photos/73645804@N00/440672445/http://www.flickr.com/photos/21787159@N00/352250460/

http://www.flickr.com/photos/poorfish/410056337

http://www.flickr.com/photos/21922583@N02/2430939057/

So my point is...

1. Message 4. Plot

2. Conflict 3. Characters

4 Elements of Storytelling

Who is your audience?

Know who you are talking to (and how)

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Let’s talk tools

www.flickr.com/photos/thomashawk/509296254

All about...Blogs

Celebrating the life of Mac, the baby elephantwww.houstonzooblog.com

•Mac naming contest (7500 entries)

•Mac’s birthday card contests

•Elephant adoption packets (thousands sold and increased awareness)

Mac the baby elephant (2006 - 2008)

Embeddable pics and videos

1000’s of personal Stories

http://www.houstonzoo.org/herpesvirusresearch/

Research Fund Drive

Helping a Community heal after a tragic losswww.houstonzoo.com/mac

http://www.youtube.com/user/houstonzoo

U.S. Humane Society - CEO Storytellinghttp://hsus.typepad.com/wayne/

Find Stories that resonate with you.

Google Blog:http://blogsearch.google.com

Ice Rocket:www.icerocket.com

Technorati:www.technorati.com

Keep up with your favorite Blogs in Google Reader: www.google.com/reader

Anatomy of a Blog post

Some great Blogging tool options:

www.wordpress.org www.typepad.com www.blogger.com

Seek out generous and passionate teachershttp://havefundogood.blogspot.com

Badges

Other Links

Blogroll

Subscribe!

Weave your audience into your Story

www.intensedebate.com

www.polldaddy.com

www.polleverywhere.com

www.chipin.com

Read others’ Stories and tips/tricks for inspiration

• Beth Kanter: http://beth.typepad.com/

• NetSquared Blog: http://www.netsquared.org/blog

• Online Fundraising Blog: http://www.onlinefundraisingblog.com/

• The Fundraising Coach: http://fundraisingcoach.com/

• Just Giving Blog: http://justgiving.wordpress.com/

• Non Profit Tech Blog: http://www.nonprofittechblog.org/

• Read Write Web: http://www.readwriteweb.com/

• Donor Power Blog: http://www.donorpowerblog.com/

All about...Facebook

Facebook - Not just for college kids

•Pages and Groups ROCK!

•Be a leader, volunteer and connector

•Create buzz for events

•Share your own updates, links and other content

The Myelin Project on Facebook: www.facebook.comwww.myelin.org

Your Facebook profile at a glance

• Flesh out your profile

• Be picky on who you connect with

• Re-purpose other content

• Add ALL of your Social Media links

• Be fun and interesting

• Connect with like-minded people

Are you a ‘Group’ie?

http://www.facebook.com/group.php?gid=2597976894

Houston Zoo on Facebook (www.facebook.com) www.facebook.com/pages/Houston-Zoo-Inc/15008187525#

Strong fan following

Visual announcements

Fan photos

Page Power in Facebook2. Listening and Engaging: Facebook Magic!

To Page or to Group - that is the question

• Groups = Not indexed in Google

• Pages = Visible to Google

• Groups = Messages go to inbox

• Pages = Messages go to ‘updates’

http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-whats-better/7761/

2. Listening and Engaging: Facebook Magic!

Planning an Online Fan Photo Day at the Zoohttp://www.houstonzoo.org/photographyday/

37 ‘Yes’36 ‘Maybe’

Facebook Ads - A big bang in a small packageChildren’s Museum of Houston (www.cmhouston.org)

s

• Integrated newsletter sign up campaign• Hundreds of email adds / Over one million impressions• Under $400 in paid ads

Facebook Causes - Social Fundraisinghttp://apps.facebook.com/causes/beneficiaries/11

Track your top recruiters

Feature on your Profile page

Chipin on Facebook!

Facebook Do’s and Don’ts

•Be stiff and boring

•Create a ‘company’ profile (deleted!!)

•Keep all personal and pro life facets separate

•Post press releases

•Spam your contacts (connect but be polite)

•Grow your profile

•Upload pics and videos to tag and send

•Create and join biz and fun Groups / Pages

•Be picky on your friends

•Cross promote your Social Media links

3. Facebook: Community Building through Social tools

Facebook Buzzwords

•Friend - Connect with someone on Facebook

•Wall message - Write, draw or post something on someone’s wall

•Tag - Add names to photos or videos

•Status update - What are you doing?

•Public timeline - List of recent activity

3. Facebook: Community Building through Social tools

The Facebook Marketing Bible: www.insidefacebook.com

Let’s take a break!

All about...Twitter

http://www.youtube.com/watch?v=ddO9idmax0o

Micro-Blogging with Twitter (www.twitter.com)

Twitter includes others in ongoing dialogue

Houston Children’s Musem on Twitter: www.twitter.com/cmhouston

Use as a platform to help others!

HPL on Twitter: www.twitter.com/HoustonLibrary

1.1. CustomersCustomers2.2. Your Brand / ProductsYour Brand / Products3.3. Industry LeadersIndustry Leaders4.4. Event AttendeesEvent Attendees5.5. FansFans6.6. FriendsFriends

Who to Follow?Who to Follow? http://www.http://www.flickrflickr.com/photos/un-sharp/2618831897/.com/photos/un-sharp/2618831897/

1.1. Relevant ContentRelevant Content2.2. Share ResourcesShare Resources3.3. Industry InsightsIndustry Insights4.4. Announce EventsAnnounce Events5.5. Promote FansPromote Fans6.6. Be FriendsBe Friends

What to Say?What to Say? http://www.http://www.flickrflickr.com/photos/sharynmorrow/3356523438/.com/photos/sharynmorrow/3356523438/

www.threadbanger.com/post/12723

How can you play with your audience?

www.squarespace.com/iphone

/www.flickr.com/photos/cybertoad/3211981392/

www.twitter.com/houstonzoo

Musicians and artists promote on MySpace

Main: www.myspace.com Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas

Facebook vs. MySpace (put it in perspective)www.compete.com

LinkedIn connects professionals

Main: www.linkedin.com

NPO communicator opportunities on LinkedIn

Start a group to connect your Community

Ask and answer questions

Create a poll

Try LinkedIn to grow your NPO brainhttp://learn.linkedin.com/non-profits/

Playing with Rich Media

www.flickr.com/photos/thomashawk/288335335/

Advance your Story’s plot with video

www.arttheheartofhouston.com

www.haablog.com

For your plot: buy a Flip camera (seriously)

http://www.theflip.com/

Be playful on YouTube (www.youtube.com) Zappos on YouTube: www.youtube.com/user/zappos

CitizenTube - the official YouTube channel of changewww.youtube.com/citizentube

Vimeo.com - Higher quality video sharing

NPO channels: http://staging.vimeo.com/channels/all/category:activism

Flickr: Sharing Stories and generating buzz

Harnessing the User Generated Content madness

http://www.flickr.com/photos/sulla55/3402883279/

http://www.flickr.com/groups/houstonzoophotooftheweek/

http://www.flickr.com/groups/houstonzoo/

http://www.flickr.com/houstonzoo/

The power of visualization on Flickr (www.flickr.com)

Facebook photo Community building

Creative Commons - www.creativecommons.org

Watch a Common Craft CC videohttp://blip.tv/file/1253376

Find Creative Commons content

www.compfight.com

http://search.creativecommons.org/

www.freebase.com

Let’s take a break!

http://www.flickr.com/photos/10639367@N00/1945366222/

Tracking the Buzz

http://www.flickr.com/photos/jfchenier/76721307/

(remember, it’s all about the Story)

www.google.com/alerts Email updates for your company

name and keywords

www,technorati.com/watchlist Powerful Social Media search engine

watches for your terms and updates you

http://alerts.yahoo.com Yahoo! alerts you of any

occurrences of defined terms and names

Due diligence on your StoryListening and Engaging: Tracking Tools

What is an Alert? (www.google.com/alerts) Listening and Engaging: Tracking Tools

Addictive and essential Google Reader: www.google.com/reader

Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com

IceRocket: www.icerocket.com

Keotag - www.keotag.com

Radian 6: www.radian6.com + Vocus: www.vocus.com

www.crowdeye.com

http://search.twitter.com www.tweetbeep.com

Use free tools to track the Twitter buzz...

Who is commenting on your comments?

www.backtype.com

www.intensedebate.com

Responding in a digital world

http://www.flickr.com/photos/59503392@N00/419321748/

Where do Comments live?

Do’s and Don’t of Commenting

• Be defensive / snarky

• Think you can change everyone’s mind

• Leave identical comments

• Be ‘Anonymous’

• Speak your mind (respectfully)

• Include links to relevant information

• Give props / say thanks!

• Bite your tongue (when appropriate)

GOOD! BAD!

Do NOT feed the trolls

(Rarely this cute)

People get mad, but don’t fuel the fire

Find your Happy Place.

Combat negativity through the Power of Creationwww.lettexansruntexas.com

http://www.youtube.com/user/zappos

Let’s take a break!

Motivations of Humans

http://www.flickr.com/photos/32323502@N00/294326851/

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

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

Julia Butterfly

Let’s review

• Find the tools that work for you

• Master the art of listening

• Discover your audience’s motivation

Tying Community building and Web tools together

Find this presentation: www.slideshare.net/eschipul

Thanks for participating today!

Ed Schipul

CEO, Schipul - The Web Marketing Companywww.schipul.com // www.tendenci.com (281) 497.6567

Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul

Find my slides on Slideshare: www.slideshare.net/eschipul