[ Social Media at The Humane Society ]Salisbury University Women in Business Week Carie Lewis, Director of Emerging Media @cariegrls
[ A Little About Me ]• Graduated from SU in 2003• Been at HSUS for 6 years• Was hired to do PPC and jumped on an opportunity• My professional development comes from attending and speaking at over 100 events a year• Social media is not a 9-5 job (work/life balance is a challenge)• My field is dominated by women in the nonprofit sector and men in the corporate sector• #1 challenge as a woman: growth in an old-school org
[ Just a Fad? ]“I just got a keychain and address labels in the mail from you guys. Now that I seeyou posting on Facebook and know youre legit, Ill be sending a donation. Thanks for the work you do.” – Posted to our Facebook Page wall, January 2010
[ What We’ll Talk About ]• HSUS’ social media architecture and philosophy• Social media goals and measurement• The role of integration• Our strategies and tactics for success
[ By The Numbers ]• 1.4 million Facebook fans• 150,000 Twitter followers• 129% growth rate on Facebook from ’11-’12• $500,000 raised on Facebook (lifetime at the end of 2011)• Over 100,000 actions taken on Facebook so far in 2012• All positions in social media have been paid for by Facebook fundraising. Integration and engagement are the keys to our growth and success in social media.
[ How We’re Structured] Carie Lewis Director of Emerging MediaEllen Pascale Sarah Butler Sarah Barnett Anne Hogan Lara KochSocial Campaigner Online Advertising Social Communications Community Mobile Communications Coordinator Manager Manager Manager Online Volunteers Emma Williams Emerging Media Intern
[ How Social Media Works at HSUS ]• The HSUS Twitter and Facebook pages are maintained by Comm• Social media is a small part of everyone’s job, but we are thegatekeeper• Over 100 presences on Facebook in addition to our Fan Page• Monthly Social Media Working Group for admins• All Admins must sign anadmin contract• No social media policy foremployees but hold quarterlyprivacy trainings• Read industry publicationsand participate in networkingevents to stay ahead
[ How We Use Them Differently ]People talk about us here Where our constituents are A customer service and For customer service andrelationship building tool relationship building but is also our action oriented community
[ How We Operate in Social Media ]• Answer everyone who comes to uswith a legitimate question or concern• Do not use tools to schedule or post•Monitor every public mention of HSUS• Facebook response time = under 2 hours,Twitter = 30 minutes.• Don’t delete comments unless theyviolate our commenting policy• Very selective about what we post• Every post must provide fans somekind of value or benefit.• Never post more than once a day unlessthere is breaking news.• Social media is no longer an afterthought – its integrated
[ We are not afraid to fail or screw up! ]We have, plenty of times.Learn from your mistakes!We have a crisis plan whichincludes our guidelines ondeleting comments,responding to angry fans,etc – but to boil it down:In a crisis we:acknowledge,rectify,and move on.
[ Our Social Media “Philosophy” ]By providing our fans what they want like:• fun contests• polls asking for their opinion• listening to feedback on posts• answering every question• Show ways to make a difference• other engagement opportunitiesWe believe they will feel enough of aconnection with the brand to dowhat we ask such as:• donating• taking action• filling out a form• Answering a question• RSVPing to an event
[ Integration Will Help People Find You ]• Social media works in conjunction with all of our online channels: email, website, online advertising, and mobile.• Every piece of content we put out is shareable on Facebook, Twitter, and via email.• Our homepage has a live feed of Facebook and Twitter • Every page on our website has a link to our social media presences • We have a daily 9 minute Communications meeting about what each channel is putting out that day. • We maintain an editorial calendar for social media • Website content links to related Facebook pages, events, etc.
[ But Perhaps Most Importantly…]We don’t measure successby # of fans or followers. “…that’s so myspace.” –C. Lewis
[ What Matters? ] The Like or Follow is the beginning of the relationship between you and a fan, not the end.Ask yourself:• Do those people do what you want them to do? (tie to goals)• How can you get them to do it? (think like a user)• How are you making it a valuable community for both you and your fans? (be selective and creative)• How will you get them to come back? (engage)You must be relevant, interesting, concise, responsive, and provide value to your fans.
[ Goals ] Our goals in using social media are: advocacy, fundraising, providing customer service, and increasing brand sentiment online by promoting the good work of the organization. Customer service & engagement Interest & trust More likely to share our content Positive connection to the brand Better chance of becoming a memberEverything we do online is tied to advocacy and fundraising – social media is no exception.
[ What We Measure ]• # of actions taken• # of donors• Amount of donations*• # of new names to file• Customer service wins• Sentiment %• Growth rate• Most popular content• # mentions *both from Facebook Causes and sourced from our website• Notable mentions
[ Measuring and Showcasing the Intangibles ]Our Weekly Social Media MentionsReport showcases notable mentionsabout our brand in social media.Includes mentions from:• Supporters/members/fans• Other organizations• Companies• CelebritiesSent to executives to showcaseintangible benefits from social mediaas well as give them an insight of what’sbuzzing online that week related to our brand.
[ What’s Next? ]We want to become a data driven organization.Data is one of our biggest weaknesses!• We want to use data to make decisions on how to work smarter.• We do a great job of providing individual customer service, but how can we use data to take that a step further?• We want to better use Facebook data to give us better insight on what our fans want (LIKE.)• We want to use data to give our fans a better experience with our brand so that we can convert even more of them to constituents.
[ Final Thought ]“Social media is free….free like a puppy.” #SMWES // @cariegrls
[ What Questions Do You Have? ] [ Thank you! ] firstname.lastname@example.org @cariegrls linkedin.com/in/carielewis