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My Boss Doesn't Get It - How Social Media is Changing the Way We Communicate (Convio 2010)

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This presentation was done by myself and my boss at Convio Summit 2010 in Baltimore. We talk about how to sell social media internally as well as how to integrate it into your existing communications …

This presentation was done by myself and my boss at Convio Summit 2010 in Baltimore. We talk about how to sell social media internally as well as how to integrate it into your existing communications channels like your website and email program.

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  • 1. My Boss Doesn’t Get It: How Social Media is Changing the Way We Communicate
    Presented by:
    Geoff Handy
    Vice President, Online Communications
    Carie Lewis
    Director of Emerging Media
    @cariegrls
    #convio10.boss
  • 2.
  • 3. Our Core Approach
    Recruit advocates via serial campaigns
    Series of 2-8 emails
    Integrate website, social media, and paid marketing
    Begin around issue or program; then convert
    Advocates will donate (and donate again)
    Cost-effective: As list grows, results increase
  • 4. Then
    Top referrer to website:
  • 5. Now
    Top referrer to website:
  • 6. Then
    Take action, then tell a friend via email
  • 7. Now
    Take action, then share with a friend via email, Facebook, MySpace, or Twitter
  • 8. Then
    Ask for a phone number? That depresses response!
  • 9. Now
    Ask for a phone number? Of course, but which one?
  • 10. Then
    Email is king
  • 11. Now
    Email is still king – but the royal court has grown
  • 12. Then
    Tell a compelling story, then ask people to take action or donate.
  • 13. Now
    Tell a compelling story, then ask people to take action or donate.
  • 14. So how have we adapted to – and embraced – these changes?
  • 15. Our Four Keys to Success
    We agreed on the goals
    We got enough buy-in to experiment and innovate
    We integrated social media with other communication channels
    We track and report the numbers that relate to our goals
  • 16. Key #1: Agree on the Goals
  • 17.
  • 18. How I Work with Geoff
    He’s bought into the power of Facebook, but is not a frequent user.
    Geoff has no interest in experimenting with new tools like Twitter or Foursquare.
    (That’s why it’s important to have staff who ARE users.)
    I’ve proven the investment of social media through fundraising, so he trusts my crazy ideas.
    I meet with him on strategy and keep him informed via a weekly meeting.
    I don’t email him or Facebook him very often. IM sometimes works.
    It took a long time for us to come to a goal agreement, but we had to.
    I like to post funny cartoons on his cube to remind him of how out of it he is.
  • 19.
  • 20. How I Work with Carie
    I tolerate her.
    Beer helps a little. And the results she gets.
    I remind her of our goals early and often.
    I think she finally gets them now.
    My first reaction to her cockamamie ideas is usually some kind of eye roll.
    3 months later, we are often doing it.
    I share in her successes.
    Her successes are my successes.
  • 21. Different People. Same Goals.
    Everything we do online is tied to advocacy and fundraising
    Our social media program is no exception
    The program complements and works in conjunction with other channels
    We build community and relationships first, and that leads to our goals
  • 22. Key #2: Get Enough Buy-in to Experiment and Innovate
  • 23. How We Started
    We started out with one person hired to manage online marketing
    Identified a growing trend
    Went under the radar
    Began by recruiting like minded members of other pages, participating in discussion boards, and thanking everyone individually
    Built up a supporter base
    We proved its worth by speaking their language
    We compared the ROI to our paid banner campaigns
    Got a tech-savvy employee to train executives and staff
    Sensitive to all curiosity and comfort levels (we got some on Facebook, some just a daily digest of our Twitter feed to their email
    …Don’t just tell them about it: get them involved!
  • 24. Resources and Buy-In
    If you’re worried about the time investment, create a new position.
    If you can’t create a new position, shift resources within the organization.
    If you can’t shift resources, hire an intern.
    Whatever you do, do NOT hire a social media agency to manage your presence.
    Find someone who is social-savvy to show you the ropes.
    Social media enthusiasts love to share their knowledge (social media is all about sharing)
    Investment in our social media program is fueled by fundraising – positions pay for themselves
  • 25. So, what do we do?
    Build a social strategy that integrates into your existing communications channels.
    • Be where (your) people are
    • 26. Stay on top of latest trends
    • 27. Research new opportunities
    • 28. Stay fresh and interesting
    • 29. Train staff
    • 30. Have guidelines
    • 31. Take an integrated approach
    • 32. Measure everything!
    • 33. Encourage executive participation
    • 34. Showcase successes
    • 35. Listen
    • 36. Don’t be afraid to fail
    • 37. Learn from mistakes
  • Key #3: Integrate social media with other communication channels
  • 38. Integration is Our #1 Strategy for Success
    Every piece of web content has sharing capabilities
    Every email is shareable
    Every page on our website has a link to our social media presences
    Our homepage has a live feed of Twitter and Facebook
    Website content links to related Facebook Groups, Events, etc.
  • 39. “E-mail and social media are the top marketing tactics that will get increased spending in 2010, according to the ‘2010 Marketing Trends Survey’ from StrongMail. The study also found that integrating e-mail and social is one of the most important e-mail marketing initiatives for 2010, just after improving performance, targeting, and growing opt-in lists.”
    – Simms Jenkins, ClickZ, Feb 11, 2010
    Email, Meet Facebook
  • 40. Email  Social Media
    Include share links on emails
    Send special invitations to participate on social media sites
  • 41.
  • 42. Facebook
    Twitter
  • 43.
  • 44.
  • 45.
  • 46.
  • 47. Segmenting by Social Media Status
    Add social media status to supporter profiles
    Track who clicks on share links
    Add clickers to a group
    Perform a social media append of your email file
    Add to the same group
    Send targeted emails to known social media participants
  • 48.
  • 49.
  • 50. Website  Social Media
    Include share links on web pages
    Carve out real estate on your home page
    Make everything downloadable, shareable
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57. More Website  Social Media
    Enable website visitors to join you on social networks without leaving your site
    Enable website visitors to share their website activity with their social networks
    Offer exclusive promotions to social network supporters
  • 58.
  • 59. More Website  Social Media
    Enable website visitors to join you on social networks without leaving your site
    Enable website visitors to share their website activity with their social networks
    Offer exclusive promotions to social network supporters
  • 60.
  • 61.
  • 62. Numbers from 2010 Photo Contest
    Of 32,000 entrants:
    2,766 people entered via Facebook
    7,891 entrants put their pets on Facebook and solicited donations
    Of the $527,000 raised by the contest:
    $7,478 came in via donations made within Facebook
    An additional $78,000 were sourced to Facebook
  • 63.
  • 64.
  • 65. Social Media  Email, Website
    Include email opt-ins on social media pages
    Embed surveys, actions on social media pages
    Run contests, other engagement campaigns
    Add donation, advocacy links to YouTube videos
  • 66.
  • 67.
  • 68.
  • 69. Key #4: We track and report the numbers that relate to our goals
  • 70. Success is no longer about how many friends you have.
    Do those people do what you want them to do?
    We started out with traditional metrics (# new emails, $ raised)
    Got the buy in
    Started tracking non-traditional metrics like fan growth over time and sentiment
    Our focus is to make sure we’re growing – not the numbers
    Use trackable links everywhere
    Do you even know what you want them to do….?
  • 71. It’s working…
    • Sharing information, successes, failures with other orgs
    • 72. Elevated importance within the org
    • 73. integrated into all communications plans
    • 74. featured on redesigned org homepage
    • 75. sharing links on every email, webpage
    • 76. 5 full time staffers touching social media
    • 77. Exponential program growth from 08 to 09:
    • 78. 312% increase in number of fans
    • 79. 585% increase in number of Cause supporters
    • 80. 249% increase in amount raised on Causes
    • 81. Recognition by Fast Company, Huffington Post, Mashable
    • 82. Facebook is now the #1 referring site to our website
    • 83. Raised over $500k from social media outreach in 09
  • Now, let’s be honest.
    We have the advantage of cute animals working in our favor.
    And we know it.
    • We also have a strong culture of innovation
    • 84. We have a large, well-known brand.
    BUT-
    • We started with one person
    • 85. Built individual relationships and trust
    • 86. Answered every question
    • 87. Thanked every donor
    REMEMBER:
    • Individualize a specific person or animal
    • 88. Decide how you’ll define success before starting
    • 89. You do not have to be big to be successful.
  • Things That Work for Us(that you can totally steal)
    • Daily 9 minute meeting to go over what’s going on via all channels that day
    • 90. Have a shared outlook calendar for production
    • 91. Recruit volunteers and interns via Twitter and Causes
    • 92. Use AddThis.com to make your content shareable.
    • 93. Use Google Analytics for unique tracking URLs.
    • 94. Subscribe to publications like Mashable, Smartbrief, All Facebook, MediaPost.
    • 95. Set up Google and Tweetbeep alerts for your name.
    • 96. Set goals so that executives have something to look forward to
    • 97. Develop a social media working group and invite executives to sit in
    • 98. Get in front of your board and showcase your successes.
    • 99. Pitch your case studies to nonprofit and tech publications and get recognized!
  • Final Thoughts
    This integration is a direct result of obtaining the buy in and effectively measuring social media’s impact on our departmental goals.
    Email program is still by far #1 driver of online donation income
    Social media and mobile text investment is driven by both ROI and intangible goals
    Integrated campaigns allow you to package same content/appeals across multiple channels and reach audiences you might not reach otherwise
  • 100. “I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.”
    – Posted to our Facebook fan page wall, January 2010
  • 101. Thank you!
    Carie Lewis
    Director of Emerging Media
    Email: clewis@humanesociety.org
    http://www.linkedin.com/in/carielewis
    Geoff Handy
    Vice President, Online Communications
    Email: ghandy@humanesociety.org
    http://www.linkedin.com/in/geoffhandy
    Encore: http://bit.ly/hsusconvio
    Evaluation Code: 1047