Join the Social Media Movement Carie Lewis - Director of Emerging Media - HSUS  @humanesociety Jeff Patrick - President & ...
What is social media, anyways? <ul><li>Online, two-way communications that allows for heightened  participation  and  enga...
A Brave New World  Flickr photo by   fredcavazza The possibilities and tools are seemingly endless and grow and change eve...
Social Media offers… <ul><li>A fundamental shift in communication </li></ul><ul><li>A true feedback loop </li></ul><ul><ul...
WHAT IS SOCIAL MEDIA ALL ABOUT?
Listening <ul><li>Before you join the conversation remember: </li></ul><ul><li>It’s  just as important  to listen  </li></...
Sharing Flickr photo by martin.canchola
Building Trust Social media helps build trust by allowing your supporters  and fans to speak, advocate  on your behalf
WHY SHOULD YOU CARE?
Welcome to the (digital) future
You might be surprised to know Flickr photo by beechwood.marketing
Did you hear that?
What’s in the Social Media toolbox? <ul><li>Blogs  </li></ul><ul><ul><li>Provides human voice; forum for feedback </li></u...
Real-world examples <ul><li>Blogs </li></ul><ul><li>Micro-blogs </li></ul><ul><li>Social Networks </li></ul><ul><li>Video ...
Jumping on the bandwagon, the right way  <ul><li>Remember the 3 H’s: Human, Honest, Helpful </li></ul><ul><li>Ask other pe...
SOCIAL NETWORKING SURVEY <ul><li>Industry Survey of Nonprofit Use of Social Networking </li></ul>
None
EMAIL SUBSCRIBER ACQUISITION <ul><li>Acquisition via Facebook </li></ul>
Acquisition Path External Networks Organization Page FaceBook House List Email /Direct Mail Solicitations “ Acquisition Me...
Sierra Club on Facebook Facebook Page Fans: 37,592 @SierraClub  (facebook.com/SierraClub)
Sierra Club on Facebook
Sierra Club on Facebook
Sierra Club Microsite Campaign Micro-site Facebook Wall
Sierra Club Petition Take Action
Sierra Club Petition
TWITTER <ul><li>Fundraising Campaigns </li></ul>
Case Study: Christmas Future Nonprofit : Christmas Future Campaign : Tweetmas Future Fundraising Goal : $20,000 Actual : $...
Case Study: Epic Change Nonprofit : Epic Change Campaign : Tweetsgiving Fundraising Goal : $10,000 Actual : $11,131 372 co...
Case Study: Twestival (’08 & ‘09) Feb 10, 2010 Charity Water / Operation Smile Campaign : Twestival (@twestival) Charity F...
Case Study: #BeatCancer <ul><li>24 hours </li></ul><ul><li>Twitter, Facebook and Blogging using  #BeatCancer </li></ul><ul...
Case Study: 140 Smiles Campaign Feb 10, 2010 Nonprofit : Operation Smile Campaign : 140Smiles Fundraising Goal : $33,000 A...
Campaign Tactics Feb 10, 2010 <ul><li>Team-based Fundraising </li></ul><ul><li>Automated Viral Distribution </li></ul><ul>...
Feb 10, 2010 Donor  Recognition
140 Characters for 140 Smiles Campaign Feb 10, 2010 Example Automated  Tweet sent Out by  Campaign
140 Smiles Donation Form Feb 10, 2010 Do we process the donations on Twitter? No – they are processed through Convio via a...
140 Smiles Donation Interface with Twitter Feb 10, 2010
140 Smiles Donation Interface to Twitter Feb 10, 2010
Feb 10, 2010
Feb 10, 2010
Feb 10, 2010
Online Fundraising Tools – Events Site <ul><li>Convio TeamRaiser </li></ul><ul><li>5K Walk Event Site </li></ul><ul><li>Re...
Facebook Fundraising Tools <ul><li>Displays on Facebook profile </li></ul><ul><li>Org/Event branded </li></ul><ul><li>Fund...
Sponsorship Sponsorship $$ <ul><li>Arthritis Foundation </li></ul><ul><li>- House Social Network </li></ul><ul><li>Rheumat...
Sponsorship Arthritis Foundation MySpace, Facebook & House Network Badge Sponsorship ($$)
Case: Federation for American Immigration Reform FAIR Debate Micro-Site Youth Community Education & Advocacy www.fairdebat...
Case Study: Sierra Club Sierra Club Climate Change Social Network www.ClimateCrossRods.org
Case Study: Sierra Club Purpose Provide the largest collection of hikes and hikers in the U.S. Messaging Share your favori...
Case Study: Sierra Club Purpose Platform for Sierra Club college student groups to organize, communicate, collaborate and ...
Purpose Community of students and student groups supporting Operation Smile with local events and fundraising. 500 clubs a...
Carie Lewis Director of Emerging Media The Humane Society of the  United States @cariegrls // @humanesociety © 2008 Convio...
What I’ll talk about <ul><li>Resources </li></ul><ul><li>Strategy </li></ul><ul><li>Why monitor social media </li></ul><ul...
Resources <ul><li>We started out with 1 person. </li></ul><ul><li>Now: </li></ul><ul><li>New branch of Online Communicatio...
Our “Emerging Media” Strategy <ul><li>Stay on top of latest trends </li></ul><ul><li>Research new opportunities </li></ul>...
No org can afford to ignore what’s being said about them.
Why? …  it can happen to you.
Brand Monitoring is not a 9-5 job. <ul><li>Text messages </li></ul><ul><li>“ As it happens” Email alerts </li></ul><ul><li...
What to monitor <ul><li>Your Name </li></ul><ul><li>Acronyms </li></ul><ul><li>Prominent staff  </li></ul><ul><li>Current ...
We monitor all mentions of “HSUS” and “humane society” It takes time to filter through them all but is worth it. Many peop...
Where to monitor <ul><li>News sites </li></ul><ul><li>Twitter </li></ul><ul><li>Blogs </li></ul><ul><li>Forums </li></ul><...
How to monitor <ul><li>Email notifications </li></ul><ul><ul><li>Tweetbeep </li></ul></ul><ul><ul><li>Google alerts </li><...
What we use iGoogle dashboard   built off RSS feeds
Tweetdeck Use Tweetdeck and have it running whenever your computer is on. You can have up to 10 columns. Include your @rep...
What if I’m a smaller organization? These same principles can apply People talk (a lot) on a local level. Follow interesti...
At the very least…. Listen first. Find out where your audience is most active already. Then join the conversation. Start w...
Ahhh! TMI! Now what?!
Assess and Respond <ul><li>Identify your detractors and influencers quickly. </li></ul><ul><li>Pay attention to two things...
Our process <ul><li>We monitor sites in real-time, all day, every day </li></ul><ul><li>We evaluate what is necessary to r...
How to find your influencers <ul><li>Repeat retweeters and Facebook commenters </li></ul><ul><li>Blog subscribers </li></u...
Employees can be your best brand advocates. <ul><li>Have a social media policy so they know what they can  </li></ul><ul><...
HSUS Facebook Structure “ Umbrella approach” Facebook Fan Page for businesses, organizations, public figures  official HSU...
My advice to employees NEVER post something you wouldn’t want  on the front page of the New York Times!  (Or something you...
Crisis Communications <ul><li>If you find yourself in a Twitterstorm </li></ul><ul><li>Listen to the what — and to the who...
Social media can be OVERWHELMING. . “ If you’re working for the weekends, your shit is BROKE.  Do what you LOVE!” -@garyve...
Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: clewis@humanesociety.org ...
Don’t forget to visit the Expert Lab! Text  CNV126   to  30644 to take a quick survey about this session.
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Join The Social Media Movement - the Importance, Power and Potential of Social Media for Nonprofit Organizations

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How to embrace social media for nonrprofit organizations - social networking benchmarks for nonprofits, organization case studies on fundraising and advocacy and the tools and tips to monitoring your social media efforts.

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  • At the end of the day, social media also helps nonprofits specifically by allowing them to achieve their organizational mission in a number of possible ways: --recruiting new supporters --building awareness around programs --mobilizing activists --possibly even raising funds
  • -All of the these allow for a greater level of constituent empowerment by enabling supporters to create their own content, network, share with friends and provide open feedback
  • - People are talking about you right now – do you know what they are saying? Are you giving them a place to hold these conversations? -
  • NPOS have the chance to relate to individuals on a one-to-one basis. Now, you can: tell your stories in more powerful ways than ever before share information with the entire world without worrying about gatekeepers of information or geographical boundaries allow your supporters and evangelists to share their stories and advocate on your behalf -spread your message for a fraction of the $ it originally cost with traditional media not be required to “color inside the lines”  innovation is sharing is encouraged
  • Above all else: use common sense! Think of these conversations in the same way you do those with your friends, volunteers and supporters you meet in person
  • Basics of Incorporating Social Media into your Fundraising &amp; Marketing Mix and Branding Implications (Presentation Type:  How-To)   Description/Objectives: Learn how nonprofits are using these tools and leave with a few simple tips to get started: The scoop on the most popular social media sites Considerations before setting up your accounts Making a plan and what tools make the most sense for your organization Learning how to track and analyze results Carie Lewis: Brand Monitoring in social media (how do you figure out what to do out there?) More advanced tactics, measuring and assessment
  • 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 &gt; set privacy settings &gt; set search settings
  • Join The Social Media Movement - the Importance, Power and Potential of Social Media for Nonprofit Organizations

    1. 1. Join the Social Media Movement Carie Lewis - Director of Emerging Media - HSUS @humanesociety Jeff Patrick - President & Founder -Common Knowledge @commonknow Jordan Viator - Interactive Communications Manager – Convio @jordanv November 17, 2009 © 2008 Convio, Inc.
    2. 2. What is social media, anyways? <ul><li>Online, two-way communications that allows for heightened participation and engagement </li></ul><ul><li>Or as many organizations see it… </li></ul>
    3. 3. A Brave New World Flickr photo by fredcavazza The possibilities and tools are seemingly endless and grow and change everyday!
    4. 4. Social Media offers… <ul><li>A fundamental shift in communication </li></ul><ul><li>A true feedback loop </li></ul><ul><ul><li>A real conversation </li></ul></ul><ul><ul><li>Free focus groups for all! </li></ul></ul><ul><li>The chance to reach and find new supporters </li></ul><ul><li>Ability to illustrate a core understanding of the issues, trends and needs of supporters </li></ul><ul><li>A chance for influencers and advocates to evangelize for your cause </li></ul>Monologue Dialogue
    5. 5. WHAT IS SOCIAL MEDIA ALL ABOUT?
    6. 6. Listening <ul><li>Before you join the conversation remember: </li></ul><ul><li>It’s just as important to listen </li></ul><ul><li>as it is to talk and share </li></ul>Flickr photo by ucbradley
    7. 7. Sharing Flickr photo by martin.canchola
    8. 8. Building Trust Social media helps build trust by allowing your supporters and fans to speak, advocate on your behalf
    9. 9. WHY SHOULD YOU CARE?
    10. 10. Welcome to the (digital) future
    11. 11. You might be surprised to know Flickr photo by beechwood.marketing
    12. 12. Did you hear that?
    13. 13. What’s in the Social Media toolbox? <ul><li>Blogs </li></ul><ul><ul><li>Provides human voice; forum for feedback </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Sharing of personal interests; activity feed </li></ul></ul><ul><li>Communities </li></ul><ul><ul><li>Focused environment; like-minded users </li></ul></ul><ul><li>Micro-blogs </li></ul><ul><ul><li>Sharing of links, news; collaborative, real-time discussion </li></ul></ul><ul><li>Video & Photo sharing </li></ul><ul><ul><li>Compelling, powerful multimedia; easy to share, embed; creative ways </li></ul></ul>
    14. 14. Real-world examples <ul><li>Blogs </li></ul><ul><li>Micro-blogs </li></ul><ul><li>Social Networks </li></ul><ul><li>Video Sharing </li></ul>
    15. 15. Jumping on the bandwagon, the right way <ul><li>Remember the 3 H’s: Human, Honest, Helpful </li></ul><ul><li>Ask other people what they think </li></ul><ul><li>Be open to feedback (yes, even the negative) </li></ul><ul><li>Sincerity is of the utmost importance </li></ul><ul><li>Make it about the people participating, not you </li></ul><ul><li>Talk with , not at , people </li></ul><ul><li>Treat everyone as an equal </li></ul><ul><li>Hone in on key skills of </li></ul><ul><ul><li>Patience </li></ul></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Facilitating </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Communication </li></ul></ul>
    16. 16. SOCIAL NETWORKING SURVEY <ul><li>Industry Survey of Nonprofit Use of Social Networking </li></ul>
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21.
    22. 22. None
    23. 23. EMAIL SUBSCRIBER ACQUISITION <ul><li>Acquisition via Facebook </li></ul>
    24. 24. Acquisition Path External Networks Organization Page FaceBook House List Email /Direct Mail Solicitations “ Acquisition Mechanism”
    25. 25. Sierra Club on Facebook Facebook Page Fans: 37,592 @SierraClub (facebook.com/SierraClub)
    26. 26. Sierra Club on Facebook
    27. 27. Sierra Club on Facebook
    28. 28. Sierra Club Microsite Campaign Micro-site Facebook Wall
    29. 29. Sierra Club Petition Take Action
    30. 30. Sierra Club Petition
    31. 31. TWITTER <ul><li>Fundraising Campaigns </li></ul>
    32. 32. Case Study: Christmas Future Nonprofit : Christmas Future Campaign : Tweetmas Future Fundraising Goal : $20,000 Actual : $17,535 Time Period : Dec 16 – 25 2008
    33. 33. Case Study: Epic Change Nonprofit : Epic Change Campaign : Tweetsgiving Fundraising Goal : $10,000 Actual : $11,131 372 contributors $29.92 avg gift Time Period : Nov 25 – 27 2008
    34. 34. Case Study: Twestival (’08 & ‘09) Feb 10, 2010 Charity Water / Operation Smile Campaign : Twestival (@twestival) Charity Festival that started on Twitter 1,000 volunteers 202 cities joined 10,000+ attended Actual $$ Raised : $250,000
    35. 35. Case Study: #BeatCancer <ul><li>24 hours </li></ul><ul><li>Twitter, Facebook and Blogging using #BeatCancer </li></ul><ul><li>1 penny per message donated </li></ul><ul><li>209,771 mentions in 1 day </li></ul><ul><li>100 M (est.) overall impressions of the #BeatCancer </li></ul><ul><li>Set world record for online impressions </li></ul><ul><li>Kicked off at Blog World Expo </li></ul><ul><li>Raised over $70,000 Sponsored by Ebay/Paypal, MillerCoors Brewing, GenesisToday </li></ul><ul><li>All money donated to non-profit cancer organizations </li></ul>FB www.BeatCancerEverywhere.com
    36. 36. Case Study: 140 Smiles Campaign Feb 10, 2010 Nonprofit : Operation Smile Campaign : 140Smiles Fundraising Goal : $33,000 Actual : $22,500 Time Period : May 31 – July 4, 2009
    37. 37. Campaign Tactics Feb 10, 2010 <ul><li>Team-based Fundraising </li></ul><ul><li>Automated Viral Distribution </li></ul><ul><li>Real-time Results </li></ul><ul><li>Celebrity Promotion </li></ul><ul><li>Big Account Kickstart </li></ul><ul><li>Targeted Audience Appeal </li></ul>
    38. 38. Feb 10, 2010 Donor Recognition
    39. 39. 140 Characters for 140 Smiles Campaign Feb 10, 2010 Example Automated Tweet sent Out by Campaign
    40. 40. 140 Smiles Donation Form Feb 10, 2010 Do we process the donations on Twitter? No – they are processed through Convio via a custom donation form that is tuned to this campaign: - Team component - Twitter Connect
    41. 41. 140 Smiles Donation Interface with Twitter Feb 10, 2010
    42. 42. 140 Smiles Donation Interface to Twitter Feb 10, 2010
    43. 43. Feb 10, 2010
    44. 44. Feb 10, 2010
    45. 45. Feb 10, 2010
    46. 46. Online Fundraising Tools – Events Site <ul><li>Convio TeamRaiser </li></ul><ul><li>5K Walk Event Site </li></ul><ul><li>Registrant Page </li></ul><ul><li>Registrant Giving Form </li></ul><ul><li>Registrant Email Tools </li></ul><ul><li>Team Tools </li></ul><ul><li>Promotional Tools </li></ul><ul><ul><li>Donor Recognition </li></ul></ul><ul><ul><li>Gift Thermometer </li></ul></ul><ul><ul><li>Offline Giving Options </li></ul></ul><ul><ul><li>Phone Support </li></ul></ul>
    47. 47. Facebook Fundraising Tools <ul><li>Displays on Facebook profile </li></ul><ul><li>Org/Event branded </li></ul><ul><li>Fundraising focused </li></ul><ul><li>Personalized giving results </li></ul><ul><li>Personalized donation form link </li></ul><ul><li>Tabbed navigation </li></ul><ul><li>Progress meter </li></ul>Profile Badge
    48. 48. Sponsorship Sponsorship $$ <ul><li>Arthritis Foundation </li></ul><ul><li>- House Social Network </li></ul><ul><li>Rheumatoid Arthritis Patients </li></ul><ul><li>ThePort Social Networking Software </li></ul>
    49. 49. Sponsorship Arthritis Foundation MySpace, Facebook & House Network Badge Sponsorship ($$)
    50. 50. Case: Federation for American Immigration Reform FAIR Debate Micro-Site Youth Community Education & Advocacy www.fairdebate.org
    51. 51. Case Study: Sierra Club Sierra Club Climate Change Social Network www.ClimateCrossRods.org
    52. 52. Case Study: Sierra Club Purpose Provide the largest collection of hikes and hikers in the U.S. Messaging Share your favorite places to hike, bike and paddle… Audience 30-55+, hikers (initially) Features Hikes, wiki (hikes), profiles, photos, video, blogs, discussion, expert content, local events, and more The unique challenge here is to stimulate enough interest to grow the database of trails which are all contributed by the community
    53. 53. Case Study: Sierra Club Purpose Platform for Sierra Club college student groups to organize, communicate, collaborate and promote their issues Messaging The National Student Chapters of the Sierra Club “Get Engaged” Audience College students Features Profiles, photos, video, blogs, discussion, expert content, local events, and more
    54. 54. Purpose Community of students and student groups supporting Operation Smile with local events and fundraising. 500 clubs across the U.S. Audience Kids, K-8 th , High School, and University Features Profiles, photos, video, blogs, discussion, expert content, services and more Technology Convio + Jive Software (Social Networking) Case Study: Operation Smile
    55. 55. Carie Lewis Director of Emerging Media The Humane Society of the United States @cariegrls // @humanesociety © 2008 Convio, Inc.
    56. 56. What I’ll talk about <ul><li>Resources </li></ul><ul><li>Strategy </li></ul><ul><li>Why monitor social media </li></ul><ul><li>What to monitor </li></ul><ul><li>Where to monitor </li></ul><ul><li>How to monitor </li></ul><ul><li>Tools we use </li></ul><ul><li>Assessment and response </li></ul><ul><li>How to find influencers </li></ul><ul><li>Social media policy </li></ul><ul><li>Crisis communications </li></ul><ul><li>Best. Quote. Ever. </li></ul>
    57. 57. Resources <ul><li>We started out with 1 person. </li></ul><ul><li>Now: </li></ul><ul><li>New branch of Online Communications </li></ul><ul><li>Department called “Emerging Media” </li></ul><ul><li>Director of Emerging Media (project manager) </li></ul><ul><li>Emerging Media Manager (online volunteer program) </li></ul><ul><li>Emerging Media Specialist (brand monitoring) </li></ul><ul><li>Social Media Specialist (Facebook, MySpace) </li></ul><ul><li>Internet Marketing Specialist (ads, SEO, analytics) </li></ul><ul><li>4 virtual interns </li></ul><ul><li>street team </li></ul><ul><li>several furry office mascots </li></ul>
    58. 58. Our “Emerging Media” Strategy <ul><li>Stay on top of latest trends </li></ul><ul><li>Research new opportunities </li></ul><ul><li>Train staff </li></ul><ul><li>Have guidelines </li></ul><ul><li>Take an integrated approach </li></ul><ul><li>Measure everything! </li></ul><ul><li>Showcase successes </li></ul><ul><li>LISTEN </li></ul><ul><li>Customize alerts </li></ul><ul><li>Utilize technology (txt, IM) </li></ul><ul><li>Don’t be afraid to fail </li></ul><ul><li>Learn from mistakes </li></ul>
    59. 59. No org can afford to ignore what’s being said about them.
    60. 60. Why? … it can happen to you.
    61. 61. Brand Monitoring is not a 9-5 job. <ul><li>Text messages </li></ul><ul><li>“ As it happens” Email alerts </li></ul><ul><li>Tweetdeck for iPhone </li></ul><ul><li>Weekend “on-call” </li></ul><ul><li>Dual monitors! </li></ul>
    62. 62. What to monitor <ul><li>Your Name </li></ul><ul><li>Acronyms </li></ul><ul><li>Prominent staff </li></ul><ul><li>Current campaigns </li></ul><ul><li>Competition </li></ul><ul><li>Detractors </li></ul><ul><li>Influencers </li></ul>
    63. 63. We monitor all mentions of “HSUS” and “humane society” 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.
    64. 64. Where to monitor <ul><li>News sites </li></ul><ul><li>Twitter </li></ul><ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Digg </li></ul>
    65. 65. How to monitor <ul><li>Email notifications </li></ul><ul><ul><li>Tweetbeep </li></ul></ul><ul><ul><li>Google alerts </li></ul></ul><ul><li>RSS feeds </li></ul><ul><ul><li>Technorati search </li></ul></ul><ul><ul><li>Twitter search </li></ul></ul><ul><li>Special software </li></ul><ul><ul><li>Radian6 </li></ul></ul><ul><ul><li>Filtrbox </li></ul></ul>There are many tools ranging from expensive to cheap to free!
    66. 66. What we use iGoogle dashboard built off RSS feeds
    67. 67. Tweetdeck Use Tweetdeck and have it running whenever your computer is on. You can have up to 10 columns. Include your @replies, your brand name, and any other terms you’re monitoring
    68. 68. What if I’m a smaller organization? These same principles can apply People talk (a lot) on a local level. Follow interesting hashtags and memes! Start your own!
    69. 69. At the very least…. Listen first. Find out where your audience is most active already. Then join the conversation. Start with Twitter. Why the focus on Twitter? Twitter is the most real-time account you have of what people are saying about you. You should have Google Alerts and Tweetbeep notifications or an RSS feed from Twitter Search for your brand name.
    70. 70. Ahhh! TMI! Now what?!
    71. 71. Assess and Respond <ul><li>Identify your detractors and influencers quickly. </li></ul><ul><li>Pay attention to two things: tone and influence </li></ul><ul><li>Thank and / or re-tweet often </li></ul><ul><li>Answer all questions </li></ul><ul><li>Take the opportunity to clear up misinformation </li></ul><ul><li>Don’t take it personally </li></ul><ul><li>Always be respectful but don’t be afraid to show some personality. </li></ul><ul><li>Don’t be afraid to use blocking features – common practice </li></ul><ul><li>Follow people who mention your brand </li></ul><ul><li>Don’t be afraid to respond to people who aren’t following you but you’re monitoring. </li></ul><ul><li>BREATHE. Get up and take a walk before you respond. </li></ul><ul><li>DNFFT </li></ul><ul><li>Track number of mentions, comments, blog posts, and followers over time. The goal is to get more people talking about you! </li></ul>
    72. 72. Our process <ul><li>We monitor sites in real-time, all day, every day </li></ul><ul><li>We evaluate what is necessary to respond to </li></ul><ul><li>We develop a response with PR </li></ul><ul><li>We deliver the response via the medium it was generated </li></ul><ul><li>We monitor the conversation following and continue to engage as necessary </li></ul><ul><li>We alert everyone in the daily Communications News meeting </li></ul>
    73. 73. How to find your influencers <ul><li>Repeat retweeters and Facebook commenters </li></ul><ul><li>Blog subscribers </li></ul><ul><li>Repeat action takers (email too!) </li></ul><ul><li>Leaderboard on </li></ul><ul><li>Facebook Causes </li></ul><ul><li>Event attendees </li></ul><ul><li>Recommendations </li></ul><ul><li>from staff / leadership </li></ul><ul><li>Build a loyalty program / street team </li></ul><ul><li>Turn these people into interns and employees! </li></ul>
    74. 74. Employees can be your best brand advocates. <ul><li>Have a social media policy so they know what they can </li></ul><ul><li>and can’t do. Focus on the CAN. </li></ul><ul><li>Bring web-savvy employees </li></ul><ul><li>into the process </li></ul><ul><li>Incorporate social media into </li></ul><ul><li>everyone’s job </li></ul><ul><li>Help them understand privacy </li></ul><ul><li>settings and learn the tools </li></ul><ul><li>Address anonymity and personal </li></ul><ul><li>profiles </li></ul>The time to have a social media policy is NOW.
    75. 75. HSUS Facebook Structure “ 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
    76. 76. My advice to employees 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!)
    77. 77. Crisis Communications <ul><li>If you find yourself in a Twitterstorm </li></ul><ul><li>Listen to the what — and to the who. </li></ul><ul><li>It's OK to say, &quot;We don't know.“ </li></ul><ul><li>Address the crowd where it's gathered. </li></ul><ul><li>Tone matters. </li></ul><ul><li>Explain how you'll address the specific issue </li></ul><ul><li>Talk about what you’ll do to prevent it from happening again </li></ul><ul><li>Transparency & open communication </li></ul><ul><li>Have a company policy – you may think its common sense… it’s not! </li></ul>It’s not new. Just add social media to it. http://www.facebook.com/home.php#/note.php?note_id=102600213661
    78. 78. Social media can be OVERWHELMING. . “ If you’re working for the weekends, your shit is BROKE. Do what you LOVE!” -@garyvee #sxsw
    79. 79. 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 Blog: cariegrls.blogspot.com HSUS Networks: humanesociety.org/connect
    80. 80. Don’t forget to visit the Expert Lab! Text CNV126 to 30644 to take a quick survey about this session.
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