Social Media in Animal Welfare
Carie Lewis
Director of Emerging Media
The Humane Society of the United States
My name is Carie,
and I’m a social networking addict.
We have a team of 6. How do we know how to talk to these people? We ...
FACT: The way we communicate
is changing. It’s not a fad.
We must adapt by:
Having a presence in places where people are.
...
Social Media 101
Why this TOO?
Website Social network
One way communication Two way communication
Content generated in hou...
Our Strategy
• Stay on top of latest trends
• Research new opportunities
• Train staff
• Have guidelines
• Take an integra...
Where We Are
humanesociety.org/connect
http://www.facebook.com/humanesociety
http://www.twitter.com/humanesociety
http://www.myspace.com/thehumanesociety
http://www.youtube.com/hsus & http://www.flickr.com/photos/humanesociety
Where Shelters Are
Animal sheltering wiki: http://animalshelters.pbwiki.com
What Shelters Are Doing
Using social networks to:
• Recruit new volunteers
• Engage existing volunteers
• Solicit donation...
Success is no longer just about
how many friends you have.
Do those friends do what you want them to?
• Sign advos and pet...
How do you measure success?
Unique URLs (source codes)
– Advo links in blogs and bulletins
– Advo links in banners and bad...
…it’s not just about the money.
We started with
traditional metrics
Got the buy-in
Now tracking
social media
metrics
Don’t just tell them about it: get them involved!
Aggressive: CEO on Facebook,
Executive VP on Twitter
Passive: Communicat...
Resources
We started out with 1 person.
Now:
New branch of Online Communications
Department called “Emerging Media”
• Dire...
Show results:
Twitter link on Press Releases = 300 new followers in one day
Sharing functionality on web stories = addthis...
Are you monitoring your org?
It takes time to
filter through them
all but is worth it.
Many people refer
to us as “the
humane society”
Many tweets are
...
At the very least..
You should have Google Alerts
and Tweetbeep notifications
or an RSS feed from Twitter Search
for your ...
What if I’m a smaller business /
organization?
These same principles can apply
People talk (a lot) on a local level.
Follo...
“Umbrella approach”
Facebook Fan Page
for businesses, organizations, public figures
official HSUS presence – only one
Face...
Facebook Causes
Petitions
Birthday Wish
Employees can be your best brand advocates.
28
• Have a social media policy so they know
what they can and can’t do. Focus...
Facebook Privacy
Dual accounts are a violation of
Facebook’s Terms of Service
Use Friend Lists to organize
Categorize frie...
Communications Guidelines
Develop guidelines for participating in
online conversations.
Answer questions like:
• Can I sta...
NEVER post something you wouldn’t want
on the front page of the New York Times!
(Or something you wouldn’t want your mothe...
How To Get Started
#1 - Decide if you’re ready.
You are ready if:
• You have the time and resources to invest in getting s...
#3 – Assign resources.
• Get a volunteer, intern or existing staffer
• Young, internet savvy, on social networks ALREADY! ...
Always remember:
You don’t have to be big to be successful.
Social media can be OVERWHELMING.
.
“If you’re working for the weekends, your shit is BROKE.
Do what you LOVE!” -@garyvee ...
Thank you!
Carie Lewis
Director of Emerging Media
The Humane Society of the United States
Email: clewis@humanesociety.org
...
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Social Media in Animal Welfare (Michigan Animal Welfare Conference 2009)

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This presentation about social media was given to animal rescue organizations in Michigan.

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  • Agenda
    Social media 101
    Where we are
    Where shelters are
    What shelters are doing
    Measurement
    Buy in & resources
    monitoring
    FB Elements and our structure
    Guidelines
    Privacy
    How to get started
    Best practices
  • How many of you are on Facebook? Twitter? For your org?
  • We have to accept the fact that some people will never go to our website or join our email list. We must adapt by having a presence where people are, and where they want to be communicated with.
    Social networking should not be looked at as replacing your website. Email is still our strongest driver in terms of response. It should be a part of your overall communications – email, website, web / print ads.
  • 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
  • Shelters are in the same places larger nonprofits are.
    done by volunteers!
    http://youtube.com/watch?v=7A1jzNlOX4Q
    Add banners for your supporters to place on their own networking pages (“I adopted my cat from XYZ SPCA”)
    Use the calendar to promote your events
    Blog about what’s going on in your shelter
    Put a link to donate, adoptable pets, adoption procedure, and your website
    Put your contact info prominently on the page
    Make a video of a tour of your shelter
    Ask people to tell you their adoption stories and send photos
    Create a slideshow of successful adoptions
    Examples:
    http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=72469270
    http://www.myspace.com/laspca
    http://www.myspace.com/ahs40342
  •   
  • Tangible Outcomes:
    We’re obtaining original content
    We’re increasing our email file
    We’re raising money
    We’re recruiting new donors
    We’re recruiting members, fans, friends
    We’ve created a “FB responders” bucket
    Intangible outcomes:
    We’re raising awareness about our issues
    We’re engaging people to participate in the issue
    We’re generating discussions on our issues
    We’re receiving buy-in from the top
    We’re earning recognition, media attention, and buzz
  • Your Name
    Acronyms
    Prominent staff
    Current campaigns
    Competition
    Detractors
    Influencers
    Email notifications
    Tweetbeep
    Google alerts
    RSS feeds
    Technorati search
    Twitter search
    Special software
    Radian6
    Filtrbox
  • Put all of your friends into a friend list
    Start with Family, Friends, Work
    Go to Friends > All Friends > Create New List
    Then arrange
    Go to Settings > Privacy Settings > Profile
    Go through each setting and choose “customize”
    Under “except these people” choose the friend list you want to exclude for a certain section of your profile.
    Go to Settings > Privacy Settings > Search
    Set if you want people to be able to find you in Facebook’s search engine.
    Set what items people can see about you when they click on your name and are not your friend
    Set if you want Google to include your profile in search results
  • Case challenge and microsoft challenge – not for little orgs – remember all case challenge winners were small orgs with awesome grassroots efforts!
    Stop digfighting cause – right time, right place – raised $20k for pit bull rescue group
    It’s about integrating into all your online activities (web, blog, ads, email)
    We must not ignore traditional channels, but embrace the new ones
    and fit these channels into our overall communications strategies.
    Social Networking is not a silver bullet.
  • Social Media in Animal Welfare (Michigan Animal Welfare Conference 2009)

    1. 1. Social Media in Animal Welfare Carie Lewis Director of Emerging Media The Humane Society of the United States
    2. 2. My name is Carie, and I’m a social networking addict. We have a team of 6. How do we know how to talk to these people? We are these people!
    3. 3. FACT: The way we communicate is changing. It’s not a fad. We must adapt by: Having a presence in places where people are. Finding new ways to engage our existing supporters where they are. Recruiting new supporters, donors and advocates where they are. Giving people a way to show they support us – where they are. Giving people an easy way to recruit friends, f amily, and strangers where they are. Memos > email > instant messaging > text messaging > Facebook > Twitter > ?
    4. 4. Social Media 101 Why this TOO? Website Social network One way communication Two way communication Content generated in house Content generated by users Organization’s voice People’s voice Talking to people Talking with people Marketing Conversations Expect information Expect interaction Social networking has revolutionized the way we communicate and share information with one another in today's society.
    5. 5. Our Strategy • Stay on top of latest trends • Research new opportunities • Train staff • Have guidelines • Take an integrated approach • Measure everything! • Showcase successes • Listen • Don’t be afraid to fail • Learn from mistakes
    6. 6. Where We Are humanesociety.org/connect
    7. 7. http://www.facebook.com/humanesociety
    8. 8. http://www.twitter.com/humanesociety
    9. 9. http://www.myspace.com/thehumanesociety
    10. 10. http://www.youtube.com/hsus & http://www.flickr.com/photos/humanesociety
    11. 11. Where Shelters Are
    12. 12. Animal sheltering wiki: http://animalshelters.pbwiki.com
    13. 13. What Shelters Are Doing Using social networks to: • Recruit new volunteers • Engage existing volunteers • Solicit donations • Showcase adoptable animals • Recruit new supporters • Engage existing supporters • Build email list • Recruit event participants • Cover past events • Educate the public Check out what Central Oklahoma Humane Society is doing: http://www.okhumane.org/
    14. 14. Success is no longer just about how many friends you have. Do those friends do what you want them to? • Sign advos and petitions • Donate • Recruit friends • Re-post your content • Subscribe to your email list You won’t know unless you measure and evaluate.
    15. 15. How do you measure success? Unique URLs (source codes) – Advo links in blogs and bulletins – Advo links in banners and badges – Donation links Click through & conversion rates Statistics – # of visitors and page views to quantify exposure – Time spent on site or page to measure engagement – Top pages and keywords to define interests – Referring sites to find out where people are RSS feeds (buzz) Friend request / commenting trends in relation to other activities
    16. 16. …it’s not just about the money. We started with traditional metrics Got the buy-in Now tracking social media metrics
    17. 17. Don’t just tell them about it: get them involved! Aggressive: CEO on Facebook, Executive VP on Twitter Passive: Communications SVP Twitter via iPhone RSS Feed Speaking of Buy-in…
    18. 18. Resources We started out with 1 person. Now: New branch of Online Communications Department called “Emerging Media” • Director of Emerging Media (project manager) • Emerging Media Manager (online volunteer program) • Emerging Media Specialist (brand monitoring) • Social Media Specialist (Facebook, MySpace) • Internet Marketing Specialist (ads, SEO, analytics) • 4 virtual interns • street team • several furry office mascots
    19. 19. Show results: Twitter link on Press Releases = 300 new followers in one day Sharing functionality on web stories = addthis now a top referrer # new emails, donations via unique URLs (source codes) Setting goals on # friends, followers (they get really excited!) Leads to: Social media links on homepage and emails Increased resources and interest Internet Communications Code of Conduct Guest Tweeters in PR, Campaigns, Emergency Services
    20. 20. Are you monitoring your org?
    21. 21. It takes time to filter through them all but is worth it. Many people refer to us as “the humane society” Many tweets are about local humane societies but also makes for good retweets, referrals, and relationship building We monitor all mentions of “HSUS” and “humane society”
    22. 22. At the very least.. You should have Google Alerts and Tweetbeep notifications or an RSS feed from Twitter Search for your brand name. Why the focus on Twitter? Twitter is the most real-time account you have of what people are saying about you.
    23. 23. What if I’m a smaller business / organization? These same principles can apply People talk (a lot) on a local level. Follow interesting hashtags and memes! Start your own!
    24. 24. “Umbrella approach” Facebook Fan Page for businesses, organizations, public figures official HSUS presence – only one Facebook Groups organized by interest each state / campaign can have one Facebook Causes for specific movements each state / campaign can have many Facebook Profile a real person each person has one – but only one HSUS Facebook Structure
    25. 25. Facebook Causes
    26. 26. Petitions
    27. 27. Birthday Wish
    28. 28. Employees can be your best brand advocates. 28 • Have a social media policy so they know what they can and can’t do. Focus on the CAN. • Bring web-savvy employees into the process • Incorporate social media into everyone’s job • Help them understand privacy settings and learn the tools • Address anonymity and personal profiles The time to have a social media policy is NOW.
    29. 29. Facebook Privacy Dual accounts are a violation of Facebook’s Terms of Service Use Friend Lists to organize Categorize friends based on what you do (or don’t) want them to see Set up friend lists > set privacy settings > set search settings
    30. 30. Communications Guidelines Develop guidelines for participating in online conversations. Answer questions like: • Can I start my own Facebook or Twitter page? • Can I post a comment on a news story covering one of my issues? • What do I do when I see the HSUS being unfairly criticized online? • Do I need to let someone know if I comment somewhere?
    31. 31. NEVER post something you wouldn’t want on the front page of the New York Times! (Or something you wouldn’t want your mother or boss to see!) My advice to employees
    32. 32. How To Get Started #1 - Decide if you’re ready. You are ready if: • You have the time and resources to invest in getting started. • You’ve gotten over the fear of losing control of your message. • You are okay with opening the door to criticism. • You know how to measure your success. • You can get around approval processes • Your organization is ready to integrate social media into other activities • You’ve got buy in from the top – down. #2 – Google yourself. See where other s have already established a presence for you: • MySpace profiles and groups • Facebook Fan Pages, Groups, Causes, and other Apps • Blogs, Youtube, Flickr
    33. 33. #3 – Assign resources. • Get a volunteer, intern or existing staffer • Young, internet savvy, on social networks ALREADY!  SO important #4 - Pick one venue and build it up • Take what you learn and expand to other networks • Repurpose your Flickr, YouTube content on MySpace, Facebook #5 – Track your successes (and failures!) • Referring stats for visitors from your website • Source codes for conversions from your CMS • Friend and commenting trends from the networks You don’t need a fancy stats or CMS program. Google Analytics is free!
    34. 34. Always remember: You don’t have to be big to be successful.
    35. 35. Social media can be OVERWHELMING. . “If you’re working for the weekends, your shit is BROKE. Do what you LOVE!” -@garyvee #sxsw
    36. 36. 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 HSUS Networks: humanesociety.org/connect

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