Social Media Week London 2012 - Facebook Marketing ROI: A Master Class


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This presentation talks about HSUS' social media strategy and tactics.

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  • Daily Mail Group,, The Humane Society of the United States, Nokia and EngageSciences discuss how social marketing discuss how social marketing is changing and the processes organisations need to put in place to generate real world value. The social media managers of today could be the CMOs of tomorrow if they are able to help their organisations leverage the opportunity that marketing on Facebook represents to the bottom line. This session will look at some of the strategies that leading brands are implementing and the results they are getting. Don’t miss it.
  • Been at HSUS for 6 yearsWas hired to do PPC and discovered an untapped nicheYou must be a user yourself to get it
  • Always have a full time intern to help with admin
  • we craft the message for the medium.Got buy in from executives early
  • And provides a holistic experience with the brand.
  • 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
  • Peopleon 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.
  • Social Media Week London 2012 - Facebook Marketing ROI: A Master Class

    1. 1. [ Facebook Marketing ROI: A Master Class ] Social Media Week 2012 – London Carie Lewis, Director of Emerging Media @cariegrls // #SMWES
    2. 2. [ My name is Carie, and I’m a social media addict. ] #SMWES // @cariegrls
    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 #SMWES // @cariegrls
    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 Note: red text = ideas you should totally steal #SMWES // @cariegrls
    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. #SMWES // @cariegrls
    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 #SMWES // @cariegrls
    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 mustsign an admin contract• No social media policyfor employees but holdquarterly Privacy trainings• Read industrypublications andparticipate in networkingevents to stay ahead #SMWES // @cariegrls
    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 #SMWES // @cariegrls
    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 #SMWES // @cariegrls
    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. #SMWES // @cariegrls
    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 #SMWES // @cariegrls
    12. 12. [ 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. #SMWES // @cariegrls
    13. 13. [ But Perhaps Most Importantly…]We don’t measure successby # of fans or followers. “…that’s so myspace.” –C. Lewis #SMWES // @cariegrls
    14. 14. [ 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 and get them to come back? (engage)You must be relevant, interesting, concise, responsive, and provide value to your fans. #SMWES // @cariegrls
    15. 15. [ 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.
    16. 16. [ 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 #SMWES // @cariegrls
    17. 17. [ 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. #SMWES // @cariegrls
    18. 18. [ Convert Them 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. #SMWES // @cariegrls
    19. 19. [ 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. #SMWES // @cariegrls
    20. 20. [ Final Thought ]“Social media is free….free like a puppy.” #SMWES // @cariegrls
    21. 21. [ Thank you! ] @cariegrls Also check out my Prezi: “Why I Don’t Like You: Strategies and Tactics for Continued Social Engagement”