2012 sept s_uclass2


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Carie Lewis -- MKTG 331

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  • This presentation was originally designed to give smaller nonprofits advice on how a large nonprofit operates in social media, but for you hopefully it will give you an idea of how someone manages a real world social media program and the kind of job that is available in this field.9-10:15This is the general intro level Marketing class. We just did positioning & segmenting today.  Next class we move into the product chapters. You are welcome to present whatever works for you!10:30-11:45 and Noon -1:15If you could discuss how your Emerging media combines with the traditional forms of media and focus on an integrated message3-4:15 Social Media Marketing This class is all about electronic and social... We're doing some real world work for actual clients (for profit & Non-profit)
  • You must be a user yourself to get itBusiness & Educational BackgroundProfessional DevelopmentWork/Life BalanceSuccess storiesChallenges (as a woman)
  • Always have a full time intern to help with admin
  • we craft the message for the medium.Got buy in from executives early
  • Success is no longer just about how many friends you have.
  • There is just an added customer service / feedback loop componentWe also have social media-specific metrics which show growth
  • And provides a holistic experience with the brand.
  • Tab URL: http://www.facebook.com/humanesociety?sk=app_284103428266682Video URL:http://www.youtube.com/watch?v=rRl_zTZaeWE&feature=player_embedded
  • URL: http://www.facebook.com/humanesociety?sk=app_312827295400093
  • http://action.humanesociety.org/site/MessageViewer?em_id=26581.0&dlv_id=31086
  • It may not cost money, but it takes time and resources to do social media right in order to successfully tie it to your bottom line.
  • 2012 sept s_uclass2

    1. 1. [ Social Media at The Humane Society ]Salisbury University Women in Business Week Carie Lewis, Director of Emerging Media @cariegrls
    2. 2. [ 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
    3. 3. [ 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
    4. 4. [ 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
    5. 5. [ 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.
    6. 6. [ 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
    7. 7. [ 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
    8. 8. [ 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
    9. 9. [ 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
    10. 10. [ 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.
    11. 11. [ 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
    12. 12. [ But Perhaps Most Importantly…]We don’t measure successby # of fans or followers. “…that’s so myspace.” –C. Lewis
    13. 13. [ 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.
    14. 14. [ 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.
    15. 15. [ 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
    16. 16. [ 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.
    17. 17. [ That All Being Said… ]You still need a sizable base to take advantage of the virality of social networks.
    18. 18. [ 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.
    19. 19. [ Case Study: Million Fans ] It was a celebration and a huge milestone for our org,but it was also a good example of an integrated campaign. • Custom Facebook tab with a Flickr API to capture user-generated content • Special video to fans thanking them from our CEO • Mobile website coverage and mobile-friendly version of the form • Discount coupon for everyone that enters • Infographic on who our fans are and what they’re into • Billboard on our website homepage • Full-file email asking people to “Like” us • Press release • Blogger outreach
    20. 20. [ Communication on Facebook ]
    21. 21. [ Custom Facebook Tab and Video ]
    22. 22. [ Infographic ]
    23. 23. [ Website Homepage Billboard ]
    24. 24. [ Mobile Website ]
    25. 25. [ Full-file Email ]
    26. 26. [ Blogger Outreach]Humane Society Uses Advocacy to Reach 1 Million Facebook Fans | Raganhttp://www.ragan.com/Main/Articles/44032.aspxWhat do you do when you Reach 1,000,000 Facebook Fans | NTEN Bloghttp://www.nten.org/blog/2011/11/07/what-do-you-do-when-you-reach-1000000-facebook-fans-try-get-some-moreWhen is One Million Facebook Fans Worth More than a Million Bucks | Beth Kanterhttp://www.bethkanter.org/million-fans/Humane Society Reached 1 Million Facebook Fans | MSNBC Bloghttp://digitallife.today.msnbc.msn.com/_news/2011/11/07/8683384-humane-society-reaches-1-million-facebook-fansHow the Humane Society Gained 1 Million Facebook Fans | The RealTime Reporthttp://therealtimereport.com/2011/12/05/how-the-humane-society-gained-1-million-facebook-fans/US Humane Society Tops 1 Million Facebook Fans | All Facebookhttp://www.allfacebook.com/facebook-fans-million-2011-111 Million Fans – Answering Questions to Make Social Media Count | Reve Newshttp://www.revenews.org/1-million-fans-answering-questions-to-make-social-media-count/
    27. 27. [ All of This is Working! ]• All positions in Emerging Media have been paid for by social media fundraising.• We are the third most successful nonprofit on Facebook Causes in terms of fundraising.• We reached our goal of $500,000 raised on Facebook at the end of 2011.• Our fundraising strategy is to be where people are, and provide them opportunity to give how and where they want to give. Integration and engagement are the keys to our growth and success in social media.
    28. 28. [ 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.
    29. 29. [ Final Thought ]“Social media is free….free like a puppy.” #SMWES // @cariegrls
    30. 30. [ What Questions Do You Have? ] [ Thank you! ] clewis@humanesociety.org @cariegrls linkedin.com/in/carielewis