Creating an Image Through Social Media - International Group Track Animal Care Expo 2013

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*This presentation was part of the Humane Society International track, so is more focused toward animal welfare organizations that work internationally. …

*This presentation was part of the Humane Society International track, so is more focused toward animal welfare organizations that work internationally.

Learn how to interact with and cultivate your supporters on Facebook, Twitter, and other social media, as well as how to communicate with them in times of crisis. Learn how to use social media to successfully deliver a message, raise awareness, and generate the change you need for the animals in your country. We will share with you best practices and tips on how to be an effective social media communicator, as well as meet your goals whether they be fundraising, advocacy, event attendance, or customer service.

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  • Talk about how they can define it – money raised, adopted animals, fosters found,
  • Talk about how they can define it – money raised, adopted animals, fosters found,
  • Integrating donations – make sure there is a donation icon, using apps like Razoo, and others – make it easy for people to donate, and keep people on Facebook.
  • Have an online campaign? Great, make sure its on Facebook it your audience responds wel to it.
  • Have an online campaign? Great, make sure its on Facebook it your audience responds wel to it.
  • Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.
  • Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.

Transcript

  • 1. PHCreating an Image Through Social Media#animalcareexpo“I just got a keychain and address labels in the mail fromyou guys. Now that I see you posting on Facebook andknow youre legit, Ill be sending a donation. Thanks for thework you do.”– Posted to our Facebook Page wall, January 2010
  • 2. PH• Best practices for interacting with, and also cultivatingsupporters• How to communicate with them in times of crisis#animalcareexpo• Getting your message out on social media
  • 3. PH#animalcareexpo• Everything we do online is tied to advocacy andfundraising• Our social media program is no exception• There is also a relationship building and customerservice aspect to social media• The program complements and works in conjunctionwith our website and email• Take an integrated approach – social media is not asilver bulletGoals
  • 4. PH#animalcareexpoWebsite Social networkOne way communication Two way communicationContent generated in house Content generated by usersOrganization’s voice People’s voiceTalking to people Talking with peopleMarketing ConversationsExpect information Expect interaction
  • 5. PHBest practices for interacting with, and alsocultivating supporters• Cater to your audience• Every post is a reason to unlike yourpage.• Integration• Respond to everyone with a legitimatequestion• Be transparent#animalcareexpo
  • 6. PHCater to your audience!#animalcareexpo
  • 7. PH#animalcareexpoTell a Story
  • 8. PH#animalcareexpoRecruit
  • 9. PH#animalcareexpoFundraise
  • 10. PH#animalcareexpo
  • 11. PHRemember:Every post, is a reason to hide or unlike your page.#animalcareexpo
  • 12. PHOn the website:#animalcareexpoIntegration
  • 13. PHOn Facebook#animalcareexpo
  • 14. PH#animalcareexpoOn Twitter:
  • 15. PH#animalcareexpoNow you have an image…But you need to keep it!
  • 16. PHPart IIThe Dark Side of Social MediaHow toCommunicate inTimes of Crisis#animalcareexpo
  • 17. Crisis is…• Natural or manmade disaster• PR Problems• Organized Attacks#animalcareexpo
  • 18. DisastersReuniting lost petsGarnering new supportersGetting information outGetting support#animalcareexpo
  • 19. #animalcareexpo
  • 20. Overview• Listening• Assessing• Responding• Moving On#animalcareexpo
  • 21. Who is your online voiceYour online presence, and theperson answering it, is a“face” of your organization –make sure it’s a good one#animalcareexpo
  • 22. CommentsPersonalize – Be humanTone – Address emotionsHonesty – IDKLFO – I don’t know let me find out!Answer Everyone – Every post is an opportunityto engage#animalcareexpo
  • 23. ProtectionCommenting Policy – have one!Make your policy known – and fair.If you delete something, tell your fans and tell themwhyDon’t delete because you disagree, only delete if it’s aviolation – stay transparent.#animalcareexpo
  • 24. ProtectionWhat’s in a commenting policy?• Namecalling• Personal attacks• Misinformation• Profanity• Spam• Promoting violence• Photos or videos of animal cruelty#animalcareexpo
  • 25. Acknowledge, Rectify, and Move On#animalcareexpo
  • 26. Haters are going to hateNot everyone is a haterSeize Opportunities toLearn & Educate#animalcareexpo
  • 27. Look for Supporters-Who is supporting you online?-Acknowledge them, thank them-Build relationships#animalcareexpo
  • 28. It Happened#animalcareexpo
  • 29. It Will Blow Over#animalcareexpo
  • 30. Good Resources#animalcareexpowww.johnhaydon.comwww.bethkanter.orgwww.allfacebook.com
  • 31. Contact Information:Sarah Barnettsbarnett@humanesociety.orgTwitter: @SarahHSUSfacebook.com/ldcrf.sarah