This Social Media through human motivations presentation was delivered in Houston, TX at the 2011 Power Tools for Nonprofits conference. Need help connecting your audience to savvy online content? Check us out at www.schipul.com.

1. http://www.flickr.com/photos/eschipul/6345896920
Social Media Success
Leveraging the Power of Human Motivations + Smart Tactics
Ed Schipul + Katie Laird | Schipul - The Web Marketing Company | www.schipul.com | @eschipul + @happykatie

2. Summer vacation plans, anyone?

3. Today we’ll talk about:
1. What’s your motivation?
2. Connecting with the right audience
3. Leveraging your tools’ unique powers
Find this presentation: www.slideshare.net/eschipul
www.flickr.com/photos/tkkate/2829445105

4. The Motivations of
Humans

5. (5.4% Facebook penetration in Egypt)
Revolution is born of desperation, not Facebook
http://schipul.com/articles/inciting-revolutionary-change/

6. 3 Motivations
Social
of Humans
How can you connect to
your nonprofit’s
Material Community?
Ideological
www.schipul.com/articles/the-3-motivations-of-people-material-social-and-ideological/

7. SOCIAL MOTIVATIONS

8. MATERIAL MOTIVATIONS
http://www.flickr.com/photos/dmitriy_burdan/4175077887/

9. IDEOLOGICAL MOTIVATIONS
http://www.flickr.com/photos/seriouslycrawf/2632380810

10. THE MISSING MOTIVATION
(A COMMON ONE THESE DAYS....)

11. FEAR
http://www.flickr.com/photos/antitezo/2193629551

12. QUENCH IT
http://www.flickr.com/photos/mr_beaver/3732959536

13. Getting to know
your community
LISTEN

14. Online outreach is
not an exact Science
So be a MAD SCIENTIST!!!!!

15. Persona Development matters
???????????? ????????????
????????????

16. Who is your audience?
• Name + age
• Interests + hobbies
• Income + career
• Family + friend details
• How do they interact?

17. Meet your audience
www.polldaddy.com
www.facebook.com/questions
www.surveymonkey.com

18. What moves your audience?
• Trends on Facebook content types
• Newsletter headline testing
• Twitter clicks + trends (bit.ly)
• Blog tone + call to action responses
• Blatant Motivation Type testing

19. Actions speak louder than words
www.sproutsocial.com
www.campaignmonitor.com

20. What do they DO when moved?
• Do they like more than they comment?
• Do they forward emails + blog posts to a friend?
• Online donations?
• Real world event attendance + volunteering?
• Video watching, sharing + creating?
• Are they wild about contests?
• Support quietly with badges + personal emails?

21. Understanding interactions
1. Are you seeing green?
2. What days are most active?
3. Most popular types of content?
4. What content gets what kind of interaction?
5. Are you moving the needle? How can you?

22. www.flickr.com/photos/joelalexander/218251815
Using your tools to inspire

23. Audience awareness
What?
Why?
How?
http://www.flickr.com/photos/bhikku/4608657906

24. Fresh pictures with tags!
Regular posts
Leverage your tabs!
Plan events Res
pon
d! Sup
por
t ot
her
org
s

25. Social Material Ideological
Fresh pictures with tags!
Regular posts
Leverage your tabs!
Plan events Res
pon
d! Sup
por
t ot
her
org
s

26. Amigos De Las Americas wins $25,000!!
http://apps.facebook.com/chasecommunitygiving/charities/741547146-amigos
http://apps.facebook.com/chasecommunitygiving/charities/741547146-amigos

27. www.twitter.com/redcross

28. Social Material Ideological
#phillyhomefire
Make heroes Kevin Bacon!

29. http://www.flickr.com/groups/imaginingourselves/

30. Tell your visual story
1. Take pictures at EVERYTHING
2. Post within 24 hours - ask for help tagging
3. Encourage fan photo posts (contests, etc.)
4. Events, stories, features get new albums
5. www.picnik.com // http://pixlr.com/editor/

31. Social Material Ideological
Share your visual
mission
Links are a form
of currency,
allow your photos
See + be seen to be used
and linked to you!

32. Videos are emotional connectors

33. Social Material Ideological
Embed offers Let your tribe
+ links within add their own
videos voice
+ experiences
Draft videos
from your tribe

34. Buy-in Comes
From Within

35. Embrace your internal brands
32 on Twitter
50,000+ followers
32 on Facebook
40,000+ friends

36. Let’s talk about
your online contributions....

37. Disruptive and monotonous?
http://www.flickr.com/photos/respres/3063165013/i

38. or thoughtful calls to action?
http://www.flickr.com/photos/juditk/4638497438

39. Today’s big ideas:
1. Connect to all 4 motivations
2. Learn your tribe
3. Experiment until you hit it right
Find this presentation: www.slideshare.net/eschipul
www.flickr.com/photos/tkkate/2829445105

40. Ed Schipul + Katie Laird
Email: eschipul@schipul.com + klaird@schipul.com
Blog: www.eschipul.com + www.happykatie.com
Flickr: www.flickr.com/eschipul + www.flickr.com/happykatie
Twitter: www.twitter.com/eschipul + www.twitter.com/happykatie
Slideshare: www.slideshare.net/eschipul + www.slideshare.net/happykatie