How to Turn Facebook and Other Social Networks into a Direct Revenue Stream
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Corporate Social Media Summit | International Keynote | Sydney, Australia
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How to Turn Facebook and Other Social Networks into a Direct Revenue Stream
- 1. How to Turn Facebook and Other Social Networks into a Direct Revenue Stream On Twitter: @cariegrls / @humanesociety / #informamedia11 Carie Lewis Director of Emerging Media The Humane Society of the United States Corporate Social Media Summit 2011 | Sydney, Australia
- 2. My name is Carie, and I’m a social media addict. On Twitter: @cariegrls / @humanesociety / #informamedia11
- 7. Caution: this is not normal. On Twitter: @cariegrls / @humanesociety / #informamedia11 A June 2010 survey by The Nonprofit Times found that: Only 0.5% of nonprofits have raised more than $100,000 on Facebook. Only 2% of nonprofits have raised between $10,000 and $25,000.
- 9. How We’re Structured Lara Koch Mobile Communications Manager Mobile technology initiatives Carie Lewis Director of Emerging Media Emerging Media project management and strategy Lara Sanders Social Marketing Specialist Social networking and advertising Ellen Pascale Emerging Media Intern Social media administrative Sarah Barnett Emerging Media Manager Response and volunteer coordination Julia Worth Online Community Manager Community section of our website Anne Hogan Emerging Media Specialist Blogger outreach, social monitoring Online Volunteers On Twitter: @cariegrls / @humanesociety / #informamedia11
- 15. Case Study: Spay Day Pet Photo Contest On Twitter: @cariegrls / @humanesociety / #informamedia11
- 16. Case Study: Canadian Seal Hunt Campaign On Twitter: @cariegrls / @humanesociety / #informamedia11
- 17. Case Study: Year End Campaign On Twitter: @cariegrls / @humanesociety / #informamedia11
- 22. Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: clewis@humanesociety.org LinkedIn: http://www.linkedin.com/in/carielewis Twitter: @cariegrls Presentations: slideshare.net/cariegrls
Editor's Notes
- Developing the communications framework necessary for a lucrative campaign common roadblocks and how to overcome them the steps required to turn a friend into a donor
- The way people communicate is changing. We have to adapt.
- http://www.facebook.com/humanesociety http://www.twitter.com/humanesociety http://www.myspace.com/thehumanesociety http://www.flickr.com/photos/humanesociety http://www.youtube.com/hsus
- Exponential program growth over last 2 years
- Every hire we’ve made in social media has paid for itself by social media fundraising
- Elevated importance in the org
- People need incentives and motivation – facebookers are “Lazy philanthropists”
- Result: 23,000 Facebook app installs 40,000 contest entrants 60% utilization rate $600,000 raised Improvement from 31,000 // $72,000 in ’08 Key point: adding facebook resulted in huge jump, brings in your freidns for relevancy, share encouragement
- Result: 20,000 in 24 hours – never done before Key point: urgency, match
- Result: 101 redeemed, $5,000 in sales grew 40,000 new fans in dec Key point: facebook users love exclusivity
- 2011 nonprofit social media benchmark report 30% of orgs raising more than 100,000 on facebook have a budget under $5million tell story about how fun Friday was born – looking at unsubscribes Resources required increase as Volume increases Build base and build trust first, have two way convos, answer questions, solve problems – we reply to everyone Understand your audience. We pay attention to what campaigns people really respond to, and don’t. Our audience hated hoarders. How do I make my campaign sexy (without images of cute puppies like you have)? Use storytelling – ask people to share – make it personal Create a contest – user generated content with a prize Assign a personality to the campaign (sunny) Don’t be afraid to use humor (lolseals) Keep the tone conversational Write everyone back Use your most compelling images in slideshows and communications Create web badges that convey a sense of pride Embrace pop cultire and celebrities Resource deficit: intern, mobile tools, carve time every day Executive resistence: speak their language, find a champion, get them using the tools, give competitor stats You build it and they don’t come: integrate with web, email (perfer to give on facebook?) encourage sharing Facebook ads Tell people online and off Email signature Invite contacts Post consistently Encourage interaction Ask people to share, like Facebook ads Share others’ content Get exposure on HSUS FB Integrate – email and website Replicate all events on Facebook Post multimedia (our YouTube, flickr) Enable everything (wall, links, videos) Keep your group open. Respond to everyone Hire an intern to help you!
- Create relationships with cause creators and bring them in on campaigns for fundraising possibilities
- Many of these are not directly fundraising related, but all these things lead to being able to fundraise successfully on social networks.