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