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hjc Turning Point 2010 - Social Media

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Presentation from hjc’s free webinar day, Turning Point 2010

Presentation from hjc’s free webinar day, Turning Point 2010

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hjc Turning Point 2010 - Social Media hjc Turning Point 2010 - Social Media Presentation Transcript

  • The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI
    Presented by LaisieTu of HJC, Susan Halligan of the New York Public Library and Misty Meeks of WSPA Canada
  • Are you tweeting today?
    #TP2010
    Follow us at:
    @hjcnewmedia
    @NYPL
    @WSPA
  • Who’s Presenting?
    LaisieTu
    Online Media Coordinator, HJC
    Laisie.Tu@hjcnewmedia.com
    Misty Meeks
    Online Communications Manager, WSPA Canada
    Meeks@wspa.ca
    Susan Halligan
    Marketing Director, NYPL
    Susan_Halligan@nypl.org
  • Overview
    Introductions
    Social Media: What’s Next?
    Lessons from WSPA by Misty Meeks
    Lessons from NYPL by Susan Halligan
    Questions
  • 2009 was about learning Social Media. 2010 will be about figuring out how to use it well.
    –Jason Falls, Social Media Strategist
  • Nobody shops at a cocktail party.
    - Brett Hurt, Bazaarvoice
  • X
    X
    What can you say that is of value to me?
  • Don’t put all your eggs in ONE basket and
    Don’t put all your eggs in EVERY basket
  • Social Media for Nonprofits
  • They can’t talk about
    anything broader than their own products
    They listen but don’t take any action
    They aren’t calibrated internally with the technology
    They’re not framing risk accurately
    Their internal culture isn’t aligned for social media success
    Why Some Fail....
    ―Amy Mengal, “5 Reasons corporations are failing at social media”
  • Corporate Responsibility
    You are what you tweet
    Control your messaging
    Is what you’re saying of value to someone else?
    Manage expectations
    People expect you to respond within seconds
    Should you list your hour of operations?
    Do you have a crisis plan?
  • How does it work?Real-life Application
  • Additional Tools
    Act.ly – tweet-based petitions
    Twibbon
    Directories
    Search.twitter.com
    Twitter Clients
    Hootsuite, CoTweet, Tweetdeck
  • Social Media @WSPA
  • World Society for the Protection of Animals
    • One International Lead (25-35%)
    • Several Regional Managers (10-15%)
    • Intranet
    • Skype
    • Email
    • Annual Meetings
  • World Society for the Protection of Animals
    YAY for
    CUSTOMIZATION!!!
    • Be unique, be memorable
    • Enhance your brand presence
    • It’s not as complicated as
    most people think, it just takes
    a bit of time & patience
    Some of my favorite things:
    • Facebook Static FBML app
    • YouTube for NonProfits
    • Act.ly
  • World Society for the Protection of Animals
    YAY for
    INTEGRATION!!!
  • World Society for the Protection of Animals
    Social media lifted response by 6%!
  • World Society for the Protection of Animals
    • Campaign Parameters
    • Targeting
    • Topic
    • Imagery
    • Call to Action
    • Tools & Tactics
    • Integration
    • Promotional Tactics
    YAY for
    EXPERIMENTATION!!!
  • World Society for the Protection of Animals
    • The enemy of social media
    • Don’t take things too seriously
    • Don’t over complicate things
    • Do prepare crisis communication plans
    • Do learn how to overcome resistance
    NAY for
    BEAUROCRAZY!
  • World Society for the Protection of Animals
    A few simple RULES
    • Most social media marketing should be done strategically, with SMART objectives (that contribute to an organization’s strategic objectives).
    • Social media activity needs to be measured and reported on in a consistent way.
    • Social media activity needs to adhere to our brand and communication guidelines.
  • World Society for the Protection of Animals
    Gaining buy – show results
    Social media provides a platform
    where our supporters can self-
    organize. Over 600K impressions
    generated on Twitter alone as a
    result of WSPA & Haiti.
    50% of the donations we brought
    in for #Haiti disaster relief were
    from new donors.
    Our social media network has
    helped bring about real change for
    animals.
  • World Society for the Protection of Animals
    Monitoring & Evaluation
    • Income
    • Advocates
    • Mentions
    • Email subscribers
    • Fans, friends, contacts
    • Comments
    • Shares
    • Level of engagement
    • Digital volunteers
    • Email subscribers
    • Site referrals
    • Social media adoption
    • Impressions
  • World Society for the Protection of Animals
    On the horizon
    Text WSPA to 30333 to donate $5. Text ALERTS to 97721 to subscribe to WSPA mobile alerts. More fun to come…
    @WSPA Facebook.com/TheWSPA
    @MistyMeeks
  • SMM @NYPL
    April 2010
    Susan Halligan
    Marketing Director
    susan_halligan@nypl.org
    @srhalligan
  • 27
    The Shift from Traditional to Digital
  • 28
  • 29
    NYPL
    http://www.nypl.org/
    29
  • Social Media Strategies
    Footprint: from hard to reach
    30
    to everywhere
  • Social Media Strategies
    31
  • 32
    Fast Facts
    NYPL Footprint
    • #1 public library
    • 14,825 Fans
    • 10 staff w/access
    • Most engaged
    • Content: Services, Digital Gallery, Advocacy, Events,
    Multimedia
    • September 2008
    • More than 400MM active users:120MM U.S.
    • 65MM mobile users:50% active
    • Most popular website in USA
    • Women: 54%
  • 33
  • Fast Facts
    34
    NYPL Footprint
    • #1 public library
    • 32,461 Followers
    • Fastest growing
    • 35 staff w/access
    • Real-time: live tweeting
    • Customer Service
    • Hashtags (#asknypl, #reading)
    • November 2008
    • 52% of INC’s 500 CEO’s use Twitter”- Center for Marketing Research
    • More than 44.5MM users: 40% USA
    • 50% tweet via mobile & web apps
    • Women: 55%
    • 40% $100k income
  • 35
  • RIP J.D. Salinger
    36
    1000+ New Twitter Followers in 3 Days
    555
    308
    28
  • 37
    NYPL eNews
  • nypl.org Integration
    38
  • 39
    Measurement Tools
    • Subscribers, Fans & Followers
    • Clicks
    • Website visits
    • Views
    • Interactions
    • October 2009
  • 40
    Listen
    Reevaluate
    Measure
    Curate
    Publish
    Engage
    Collaborate
    Strategize
    Meet
    Monthly
    NYPL
    Community
    Dedicated Staff
    Working Group
  • 41
    Benefits
    Intangible
    • Brand visibility and relevance
    Tangible
    • Inbound links to website
    • Search engine rankings
    • Brand transparency
    • Dialogue
    • Gauge pulse
    • Combat
  • 42
    5 Questions?
    • Benefit to organization
    • Competition
    • Does management support
    • Resources, staff time & lead time
    • Would you want to Friend or Fan your organization
  • Follow NYPL
    • nypl.org/enews
    • facebook.com/NewYorkPublicLibrary
    • twitter.com/nypl
    • flickr.com/photos/nypl
    • youtube.com/NewYorkPublicLibrary
    43
    43
  • Any Questions?
    #TP2010
    @hjcnewmedia
    @NYPL
    @WSPA