Social Media and philanthropy - tracking the buzz, making connections

TRACKING THE BUZZ
Leveraging online Social Networks
to grow your philanthropy

Ed Schipul
Schipul - The Web Marketing Company
eschipul@schipul.com

Thursday, September 24, 2009

PHILANTHROPY...

‘LOVE FOR MANKIND’


WHAT WE WILL
TALK ABOUT:
1. Motivations of humans
2. Your connection toolkit
3. Track, look and listen


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 Motivations
Material Social Ideological
1. Cash 1. Networking 1. Belief in a cause
2. Discounts 2. Socialization 2. Long-term political goal
3. Volunteers get free admission 3. Identity 3. Religious / spiritual
4. Linkbacks to your site 4. Certiﬁcation / validation 4. Self-actualization
5. Promotion* 5. Professional / Development 5. Art
6. Sex
7. Relationships
8. Organized Religion
9. Status
10. Esteem
11. Some politics
12. Achievement
13. Self-esteem*
14. Promotion

http://www.schipul.com/en/art/?562


1.
Material Motivations
Material Incentives

• Pay this, get that. Done.

• Time-value of $$

• Transparency matters!

• Keep it small and simple


2.
Social Motivations
Social Incentives

• Incredibly complex

• Bunch of introverts

• All we need is love

Photo credit: http://www.ﬂickr.com/photos/
barackobamadotcom/2214065098/


3.
Ideological Motivations
Ideological

• Time-triggered, not time bound

• Keep an eye on ethics

• Search engines powerful ideologue
connectors

Julia Butterﬂy
Photo credit: http://www.cathedralgrove.se


NETWORKING - COME FULL CIRCLE


Your online
Toolkit


Who are you connecting with?
Where are they?

Young professionals? Potential recruits? Board members?


THINKING CAPS ON
What can the Internet connect you with?
Top 5 communities, names or ideas


LinkedIn = Safe + Accepted + Simple


Unexpected resources and Groups

Join a group to stay in
touch and connect:
2,791 members!


Philanthropic-speciﬁc LinkedIn areas

What can you contribute
and learn?


Follow the LinkedIn Buzz

Watch updates on your Try the LinkedIn
homepage Outlook tool!

300 million
Facebook-ers

307 million Americans

It IS personal (but you keep control)

Avoiding someone?
BLOCK THEM!


Facilitate ofﬂine networking
521 photos
53 ‘yes’
194 ‘maybe’

888 members


Future leaders connect


Identify your heroes with Causes


HANDS ON Find YOUR Facebook niche
www.facebook.com/search


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

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


Twitter includes others in ongoing dialogue

www.twitter.com/cmhouston


Twitter includes others in ongoing dialogue

www.twitter.com/philanthropy


www.tweetpsych.com
What is a Twitter users psych
proﬁle like?

www.twitalyzer.com
What are your RT-ers inﬂuence and
footprints like?


http://search.twitter.com
Old school Twitter search
and monitoring

www.crowdeye.com
Old school Twitter search
and monitoring

http://bit.ly
Shorten your URLs and revel in the
handy built-in statistics!


HANDS ON What is Twitter saying about YOU?


Twitter Search
http://search.twitter.com


Tweetbeep
www.tweetbeep.com


LET’S TAKE A BREAK

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

Follow the Rich Media trail


Meet Flickr
www.ﬂickr.com


NPOs share their challenges and triumphs through photos
http://ﬂickr.com/photos/camera_rwanda
NPOs can qualify for free account: www.ﬂickr.com/good


Tap into the collective vision
http://www.flickr.com/houstonzoo/

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

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

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


www.compﬁght.com

http://search.creativecommons.org/

www.freebase.com

Start loving Video, it’s big
Nissan: www.youtube.com/slamdunk

Zappos: www.youtube.com/user/zappos

Schipul: www.vimeo.com/schipul

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


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

Vimeo.com - Higher quality video sharing


Video example or tool?

www.worldﬂix.org
‘E-philanthropy for the
next generation’


Buy a Flip camera (seriously)

http://www.theﬂip.com/

THINKING CAPS ONWhat content (video, audio or photo) do you
already have that you can re-purpose?


It all centers around a HOMEBASE
(tie it all in to the Mother Ship)


Some great Blogging tool options:

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


Badges

Subscribe!

Other Links

Blogroll

Seek out generous and passionate teachers
http://havefundogood.blogspot.com


www.intensedebate.com
Forum-like comment threads and user
proﬁles to follow!

www.scoutlabs.com
www.backtype.com Reputation management -
Follow and promote with collaborative elements
comments about YOU

www.convotrack.com
Sidebar to aggregate comments
on content from all over


HANDS ON
What Bloggers and online spaces should you be
in touch and interacting with?


Technorati
www.technorati.com


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


Track, look and
Listen


www.google.com/alerts
Email updates for your company
name and keywords

http://alerts.yahoo.com
Yahoo! alerts you of any
occurrences of deﬁned terms and
names


... and a big congrats on
your latest award!

We were on CNN
yesterday and had no
idea!


HANDS ON Set up a Google Alert at
www.google.com/alerts


Social Mention Alert
www.socialmention.com


Blogpulse: www.blogpulse.com/conversation

$$$ $$$


$$$ $$$

www.scoutlabs.com
Reputation management -
with collaborative elements


HANDS ON
Collect your favorite sites of interest by setting
up Google Reader!
www.google.com/reader


23 employees
13,982 followers

19 personal sites
4,782 page views

25 on Facebook
650 visits

www.ﬂickr.com/photos/37183619@N00/1574355240/


Take this home
✓ Learn your
audience’s motivations
✓ Discover your niche
✓ Be pro-active, start
listening now!


Thanks for being here!
Ed Schipul
Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com
(281) 497.6567, ext 500

Ed details:
Personal brand: www.schipul.com/eschipul
Blog: www.eschipul.com
Twitter: www.twitter.com/eschipul
Flickr: www.ﬂickr.com/eschipul

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


www.flickr.com/photos/anahon/3712451103

Slide 3:
www.flickr.com/photos/ajawin/3811438763

Slide 4:

‘Take a break’ beach photo:

Slide 19:
http://www.flickr.com/photos/chinwagcom/509606123/


Social Media and philanthropy - tracking the buzz, making connections

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