Real House Wives of Social Media

The Real Housewives of Social Media Beth Kanter @kanter Carie Lewis @cariegrls David J Neff @daveiam Jordan Viator @jordanv

Why a Good Recipe is Important 58% Give 35.9M donors $796 yr/avg 4.2 charities $35.9 B/yr 56% Give 28.5M donors $341 yr/avg 3.6 charities $28.6 B/yr 67% Give 52.2M donors $901 yr/avg 5.2 charities $47.1 B/yr 79% Give 30.8M donors $1066 yr/avg 6.3 charities $32.7 B/yr Source: Next Generation of American Giving Study www.convio.com/nextgen

Online Habits by Generation Gen Y 70% 49% 25% 16% 49% Mobile phone only Boomers 29% (reg) 60% 17% Texters 47% eNewsletters 55% Bank online Gen X 56% 30% 13% 11% 27% Facebook mobile app Matures 17% (reg) 50% 5% Texters 48% eNewsletters 34% Shop online Source: Next Generation of American Giving Study www.convio.com/nextgen

Solicitation Channel (From charities/nonprofits with established relationship) % say appropriate solicitation channel (rank ordered by very important –blue) Source: Next Generation of American Giving Study www.convio.com/nextgen TOTAL GEN Y GEN X BOOMER MATURE 84% 87% 89% 82% 76% 77% 77% 79% 74% 77% 65% 76% 69% 60% 51% 47% 69% 60% 38% 17% 42% 51% 42% 39% 34% 23% 38% 25% 16% 13%

Strategy
Tools
Measurement
Special Ingredients

Time to Get Advanced
MONITOR
RUN BOLD CAMPAIGNS
ADD VIDEO
FUNDRAISE

By the year 2005, Americans will spend more time on the Internet than watching network television and videocassette rentals will have been replaced by easily available video-on-demand services.” - Nicholas Negroponte (1995, The Future of News )

A Kitchen full
of Tools

1. Fish where the fish are. 2. Use tools that make sense for your audience. 3. Know that there’s no “one size” fits all plan 4. Map tools to your strategy Four Things to Remember About Your Tools

Extensive Networking | Sharing of Personal Interests | Interconnecting Groups | Ability to share content with different groups

Human Voice | Real Experiences | Newsworthy | Forum for Extensive Feedback | Empowers Supporters to Engage, Share

Microblogs Real Time | Bite Size Pieces of Information | Links to Relevant News, Updates | Collaboration

Powerful storytelling | Content to easily share, embed | Tap into Emotions | User Generated Content

Measurement Tips for Social Media Housewives Beth Kanter, CEO Zoetica

Carie Lewis Director of Emerging Media The Humane Society of the United States @cariegrls // @humanesociety And now, for the “secret ingredient”….

What’s the secret ingredient you ask? DRAMA. And being prepared for it.

Why? This could happen to you.

Social Media Storm Survival Tips Tip #1: There will always be haters. Deal with it. If you aren’t thick – skinned enough to read all the negativity, Find someone who is. If staffing is an issue, find interns and web-savvy staff

Tip #2: Identify the usual suspects and DNFFT. Keep a running list of haters and their handles / blogs so you know who they are when they pop up. Some people you can turn around, but some people you can’t. Identify these people quickly. Know when to respond and when not to - pay attention to tone and influence

Tip #3: Build a monitoring system that works for you. No org can afford to ignore what’s being said about them. Brand monitoring is NOT a 9-5 job (in fact, planned attacks are usually after hours or on the weekends) so you must have a system in place.
Dual monitors with Tweetdeck
Tweetdeck for iPhone
Tweetbeep and Google Alerts
Hootsuite / CoTweet
Text messages
“ As it happens” Email alerts
Weekend “on-call” schedule
RSS feeds
Monitoring software (Radian 6, Filtrbox)
Management software (Hootsuite, CoTweet)

Tip #4: Make your commenting policy known. And fair. We often get accused of deleting comments and members from the opposition on our Facebook Fan page. If you delete something, tell your fans and tell them why. We only delete posts with profanity, spam, personal attacks, or misinformation. Simple disagreements are kept to preserve transparency. Don’t be afraid to use blocking features – common practice.

Tip #5: Stay on top of the latest trends so you’re prepared for the next big thing.

Tip #6: Take the time to get staff and exec buy in. Don’t just show them your fan page, get them one. Get them using the tools if they are the least bit interested. If not, try a more passive approach like setting up a daily digest of your Twitter feed to their email That way, when you find yourself in a Social Media Storm and in need of help / support / additional resources – they will understand (more on that later…)

Tip #7: (and maybe the most important) Be proactive. Take the time to build up a fan base and build trust with them so they’ll Come to your defense in time of an attack Follow and participate in hashtags / memes, and create your own Retweet / comment back often Follow people who mention you Answer all incoming questions It’s ok (not creepy) to respond to people who aren’t following You but that you’re monitoring. You can make good friends That way! Turn these people into ambassadors, interns and employees! Track number of mentions, comments, blog posts, and followers over time. The goal is to get more people talking about you!

Tip #8: Have a response process in place
We have a process in place with our online and PR teams:
Monitor sites in real-time, all day, every day
Evaluate what is necessary to respond to
Develop a response with PR
Deliver the response via the medium it was generated
Monitor the conversation following and engage as necessary
Alert everyone in the daily news meeting
Don’t take it personally. Always be respectful but don’t be
Afraid to show some personality.
BREATHE. Get up and take a walk before you respond.

If you find yourself in a Twitterstorm
Listen to the what — and to the who.
It's OK to say, "We don't know.“
Address the crowd where it's gathered.
Tone matters.
Explain how you'll address the specific issue
Talk about what you’ll do to prevent it from happening again
Transparency & open communication
Have a company policy – you may think its common sense… it’s not!
http://www.facebook.com/home.php#/note.php?note_id=102600213661 Crisis Communications It’s not new. Just add social media to it.

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

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

Pick the right outcome to measure
Track the entire funnel
Use An Egg Timer To Track Your Time
Test Your Recipes
Seasoned to Taste
Measurement Tips, Tricks, and Tools

KD Paine 1. Pick the Right Outcome To Measure Objective, Audience, Strategy, Tactics …

Identify the most important metrics to measure it!

Well, maybe not dead

2. Track The Whole Funnel

http://bit.ly/beth53

Seed: Twitalyzer to identify Influencers # followers # unique references Frequency RT you Frequency RT others Relative frequency updates

Seed: Social Network Analysis Tools

An “impression” is counted whenever a follower sees a tweet. (#tweets x followers) The “total followers reached” is a sum of all the followers of the people tweeting. It does not remove duplicates Attention: Leverage Twitter API

Engagement: What the Hashtag Tweets

Engagement: Bit.ly for Click Thrus

Conversion Event: Those who click on the donate link Conversion Goal: The percentage of who clicked through from blog post or Twitter to Causes Donation page Conversion: Donations, Sign Ups, Etc

3. Use An Egg Timer To Track Your Time ADOLAS

Oh Look, A Squirrel!

Squirrel!

4. Use a Test Kitchen

5. Seasoned to Taste

Pick the right outcome to measure
Track the entire funnel
Use An Egg Timer To Track Your Time
Test Your Recipes
Seasoned to Taste
Measurement Tips, Tricks, and Tools

Squirrel!

FROZEN PEA FUND + TWITTER = FINDING A CURE FOR BREAST CANCER

Free the Kids – The Final Dish

Girl2Woman Tasty Takeaways
Facebook beat Twitter in getting people to take action
Entering emails for tell a friend is hard.
Contact import would have been useful for people entering friends’ emails
Listening BEFORE the campaign was crucial
Allowed them to get message, tactics and outreach right at launch
INTEGRATE social media with traditional outlets
Facebook fans= good.
Facebook fans with email addresses = great!
Tapping into influencers online is powerful
Nicholas Kristof of the NYT tweeted Girl2Woman
to his nearly 1M followers which helped raise web
traffic and visibility

IHOP = WIN We launched a Facebook campaign asking our fans to post messages To IHOP on their fan page asking them to go cage free. IHOP stated that the social media response was the strongest method. In 3 months, they came to an agreement to phase in cage free eggs.

Yellow Fail and the Pilot Fiascoes Recently, we fell victim to the very strategy that influenced IHOP to change. A corporate front group launched a campaign against us to knock off Some of our corporate sponsors. Although it was a smear campaign, they used social media to obtain Their victory.

Thank you!

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Real House Wives of Social Media

by Jordan Viator on Apr 10, 2010

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Real House Wives of Social Media — Presentation Transcript