Harness Racing Congress 2013


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  • We do only have 45 minutes + maybe 10-15 minutes for questions, so I hope we can keep our discussion fast moving with a lot of good information. It'll be a panel style, but Rob will share some slides also.Social Media Panel – Sunday, March 3 - 10 a.m."The revolution will not be televised: The explosion of social media into racing's consciousness." The terms Twitter, Facebook and Linkedin are now heard in horseracing almost as much as Superfecta, sulky and shadow roll, but to what effect? Possible lines of questioning:Has racing sufficiently embraced social media technology?Have younger customers responded to our efforts, to date?What social media frontiers remain?Since our most loyal customers are thought to be between 55-years-old and dead, is social media the way to reach them (if not, what’s the alternative)?How do we acquire the technology and/or expertise to best exploit social media? Participants: Rob Key, CEO and Founder, Converseon.com, a leading full-service social media agency; Carie Lewis, Director of Emerging Media, the Humane Society of the United States; and Ray Paulick, Publisher, The Paulick Report. Moderator: Justin Horowitz, Regional Racing Marketing Mgr., Tioga and Vernon Downs. Once again, if you have not done so already, please send me your bio as soon as possible—to be used by the moderator to introduce you—and let me know if you need to show any PowerPoint slides or other visuals during the panel discussion.
  • Remember the fastest growing demographic on Facebook is 55 and older women.twitter breaking news when web stories and blogs are held upStill new, opportunity to set yourselves apart
  • 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
  • People on Facebook want to stay on FacebookSo they can engage however they are comfortablePeople are more likely to do things if you ask.You can still push people to them, we push people to our member magazine and it continues to bring people inPeople want to see how their time and money is making a difference. Show them by following up and closing the loop, and they’ll be more inclined to do it again when you ask.People want to stand for something, and what better way than to express themselves on Facebook in front of all their friends and family. Make it about them while tying to your brand.Create & participate in memesMake real world events socialBe timelyMake friends and cross promote – ellen example, paulwesley, kesha – draft tweets
  • 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.
  • Harness Racing Congress 2013

    1. 1. [ The Revolution Will Not Be Televised.. ] Carie Lewis Deputy Director, Online Communications
    2. 2. [ 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
    3. 3. [ By The Numbers ]• 1.6 million Facebook fans• 180,000 Twitter followers• 129% growth rate on Facebook from ’11-’12• $500,000 raised on Facebook (lifetime at the end of 2011)• Over 200,000 actions taken on Facebook 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.
    4. 4. [ How We’re Structured ] Carie Lewis Director of Emerging Media Strategy and project management Anne Hogan Ellen Pascale Sarah Barnett Sarah Butler Community Manager Social Campaigner Social Communications Online Ad Coordinator Posting and engagement Social media technical Manager online advertising talking points and PR Teddy, Bella, and Max Emma Williams Dogs of Emerging MediaEmerging Media Intern Online Volunteers Emotional Support
    5. 5. [ 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 our action oriented communityTweets are split betweenbeing a news source and engaging with audience
    6. 6. [ 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
    7. 7. [ 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
    8. 8. [ 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
    9. 9. [ But Perhaps Most Importantly…]We don’t measure successby # of fans or followers. “…that’s so myspace.” –C. Lewis
    10. 10. [ 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.
    11. 11. [ 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.
    12. 12. [ 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
    13. 13. [ 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.
    14. 14. [ We are Serious About Social Monitoring. ]Use Tweetdeck and Google Alerts (free) or purchase a social CRM like SmallAct, SpredfastWhy it works: When someone is talking about you, you can respond and give them the info they need, like help with their donation or clear up misinformation. Or, you can anticipate hot-button issues.
    15. 15. [ Convert Fans to Constituents! ]- Bring all your asks inside Facebook- Give them options.- Use explicit call to actions.- Answer and thank everyone.- Allow comments but have a policy and monitor your page.- Ask people to share immediately after they take action or donate.- Don’t dismiss custom tabs yet.- Use Promoted Posts to your fans.- Close the loop on previous posts.- Make it personal – tie it to them.
    16. 16. [ Final Thought ]“Social media is free….free like a puppy.” #SMWES // @cariegrls
    17. 17. [ Contact: Carie Lewis, clewis@humanesociety.org // @cariegrls ]