The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI<br />Presented by ...
Are you tweeting today?<br />			#TP2010<br />Follow us at:<br />@hjcnewmedia<br />@NYPL<br />@WSPA<br />
Who’s Presenting?<br />LaisieTu<br />Online Media Coordinator, HJC<br />Laisie.Tu@hjcnewmedia.com<br />Misty Meeks<br />On...
Overview<br />Introductions<br />Social Media: What’s Next?<br />Lessons from WSPA by Misty Meeks<br />Lessons from NYPL b...
2009 was about learning Social Media. 2010 will be about figuring out how to use it well.<br />–Jason Falls, Social Media ...
Nobody shops at a cocktail party.<br />- Brett Hurt, Bazaarvoice<br />
X<br />X<br />What can you say that is of value to me?<br />
Don’t put all your eggs in ONE basket and<br />Don’t put all your eggs in EVERY basket<br />
Social Media for Nonprofits<br />
<ul><li>They can’t talk about </li></ul>	anything broader than their own products<br /><ul><li>They listen but don’t take ...
They aren’t calibrated internally with the technology
They’re not framing risk accurately
Their internal culture isn’t aligned for social media success</li></ul>Why Some Fail....<br />―Amy Mengal, “5 Reasons corp...
Corporate Responsibility<br />You are what you tweet<br />Control your messaging<br />Is what you’re saying of value to so...
How does it work?Real-life Application<br />
Additional Tools<br />Act.ly – tweet-based petitions<br />Twibbon<br />Directories<br />Search.twitter.com<br />Twitter Cl...
Social Media @WSPA  <br />
World Society for the Protection of Animals<br /><ul><li> One International Lead (25-35%)
 Several Regional Managers (10-15%)
 Intranet
 Skype
 Email
 Annual Meetings </li></li></ul><li>World Society for the Protection of Animals<br />YAY for <br />CUSTOMIZATION!!!<br /><...
 Enhance your brand presence
 It’s not as complicated as</li></ul>	most people think, it just takes <br />	a bit of time & patience<br />Some of my fav...
 YouTube for NonProfits
 Act.ly </li></li></ul><li>World Society for the Protection of Animals<br />YAY for <br />INTEGRATION!!!<br />
World Society for the Protection of Animals<br />Social media lifted response by 6%!<br />
World Society for the Protection of Animals<br /><ul><li> Campaign Parameters
 Targeting
 Topic
 Imagery
 Call to Action
 Tools & Tactics
 Integration
 Promotional Tactics</li></ul>YAY for <br />EXPERIMENTATION!!!<br />
World Society for the Protection of Animals<br /><ul><li> 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 </li></ul>NAY for <br />BEAUROCRAZY!<br />
World Society for the Protection of Animals<br />A few simple RULES <br /><ul><li>Most social media marketing should be do...
Social media activity needs to be measured and reported on in a consistent way.
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The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI

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  • The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI

    1. 1. The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI<br />Presented by LaisieTu of HJC, Susan Halligan of the New York Public Library and Misty Meeks of WSPA Canada<br />
    2. 2. Are you tweeting today?<br /> #TP2010<br />Follow us at:<br />@hjcnewmedia<br />@NYPL<br />@WSPA<br />
    3. 3. Who’s Presenting?<br />LaisieTu<br />Online Media Coordinator, HJC<br />Laisie.Tu@hjcnewmedia.com<br />Misty Meeks<br />Online Communications Manager, WSPA Canada<br />Meeks@wspa.ca<br />Susan Halligan<br />Marketing Director, NYPL<br />Susan_Halligan@nypl.org<br />
    4. 4. Overview<br />Introductions<br />Social Media: What’s Next?<br />Lessons from WSPA by Misty Meeks<br />Lessons from NYPL by Susan Halligan<br />Questions<br />
    5. 5.
    6. 6. 2009 was about learning Social Media. 2010 will be about figuring out how to use it well.<br />–Jason Falls, Social Media Strategist<br />
    7. 7. Nobody shops at a cocktail party.<br />- Brett Hurt, Bazaarvoice<br />
    8. 8. X<br />X<br />What can you say that is of value to me?<br />
    9. 9. Don’t put all your eggs in ONE basket and<br />Don’t put all your eggs in EVERY basket<br />
    10. 10. Social Media for Nonprofits<br />
    11. 11. <ul><li>They can’t talk about </li></ul> anything broader than their own products<br /><ul><li>They listen but don’t take any action
    12. 12. They aren’t calibrated internally with the technology
    13. 13. They’re not framing risk accurately
    14. 14. Their internal culture isn’t aligned for social media success</li></ul>Why Some Fail....<br />―Amy Mengal, “5 Reasons corporations are failing at social media” <br />
    15. 15. Corporate Responsibility<br />You are what you tweet<br />Control your messaging<br />Is what you’re saying of value to someone else?<br />Manage expectations<br />People expect you to respond within seconds<br />Should you list your hour of operations?<br />Do you have a crisis plan?<br />
    16. 16. How does it work?Real-life Application<br />
    17. 17. Additional Tools<br />Act.ly – tweet-based petitions<br />Twibbon<br />Directories<br />Search.twitter.com<br />Twitter Clients<br />Hootsuite, CoTweet, Tweetdeck<br />
    18. 18. Social Media @WSPA <br />
    19. 19. World Society for the Protection of Animals<br /><ul><li> One International Lead (25-35%)
    20. 20. Several Regional Managers (10-15%)
    21. 21. Intranet
    22. 22. Skype
    23. 23. Email
    24. 24. Annual Meetings </li></li></ul><li>World Society for the Protection of Animals<br />YAY for <br />CUSTOMIZATION!!!<br /><ul><li> Be unique, be memorable
    25. 25. Enhance your brand presence
    26. 26. It’s not as complicated as</li></ul> most people think, it just takes <br /> a bit of time & patience<br />Some of my favorite things:<br /><ul><li>Facebook Static FBML app
    27. 27. YouTube for NonProfits
    28. 28. Act.ly </li></li></ul><li>World Society for the Protection of Animals<br />YAY for <br />INTEGRATION!!!<br />
    29. 29. World Society for the Protection of Animals<br />Social media lifted response by 6%!<br />
    30. 30. World Society for the Protection of Animals<br /><ul><li> Campaign Parameters
    31. 31. Targeting
    32. 32. Topic
    33. 33. Imagery
    34. 34. Call to Action
    35. 35. Tools & Tactics
    36. 36. Integration
    37. 37. Promotional Tactics</li></ul>YAY for <br />EXPERIMENTATION!!!<br />
    38. 38. World Society for the Protection of Animals<br /><ul><li> The enemy of social media
    39. 39. Don’t take things too seriously
    40. 40. Don’t over complicate things
    41. 41. Do prepare crisis communication plans
    42. 42. Do learn how to overcome resistance </li></ul>NAY for <br />BEAUROCRAZY!<br />
    43. 43. World Society for the Protection of Animals<br />A few simple RULES <br /><ul><li>Most social media marketing should be done strategically, with SMART objectives (that contribute to an organization’s strategic objectives).
    44. 44. Social media activity needs to be measured and reported on in a consistent way.
    45. 45. Social media activity needs to adhere to our brand and communication guidelines.</li></li></ul><li>World Society for the Protection of Animals<br />Gaining buy – show results<br />Social media provides a platform<br />where our supporters can self-<br />organize. Over 600K impressions<br />generated on Twitter alone as a<br />result of WSPA & Haiti.<br />50% of the donations we brought<br />in for #Haiti disaster relief were<br />from new donors.<br />Our social media network has<br />helped bring about real change for<br />animals. <br />
    46. 46. World Society for the Protection of Animals<br />Monitoring & Evaluation<br /><ul><li> Income
    47. 47. Advocates
    48. 48. Mentions
    49. 49. Email subscribers
    50. 50. Fans, friends, contacts
    51. 51. Comments
    52. 52. Shares
    53. 53. Level of engagement
    54. 54. Digital volunteers
    55. 55. Email subscribers
    56. 56. Site referrals
    57. 57. Social media adoption
    58. 58. Impressions </li></li></ul><li>World Society for the Protection of Animals<br />On the horizon<br />Text WSPA to 30333 to donate $5. Text ALERTS to 97721 to subscribe to WSPA mobile alerts. More fun to come… <br />@WSPA Facebook.com/TheWSPA<br />@MistyMeeks<br />
    59. 59. SMM @NYPL<br />April 2010<br />Susan Halligan<br />Marketing Director<br />susan_halligan@nypl.org<br />@srhalligan<br />
    60. 60. 27<br />The Shift from Traditional to Digital<br />
    61. 61. 28<br />
    62. 62. NYPL<br />http://www.nypl.org/<br />29<br />
    63. 63. Social Media Strategies<br />Footprint: from hard to reach<br />30<br />to everywhere<br />
    64. 64. Social Media Strategies<br />31<br />
    65. 65. 32<br />Fast Facts<br />NYPL Footprint<br /><ul><li>#1 public library
    66. 66. 14,825 Fans
    67. 67. 10 staff w/access
    68. 68. Most engaged
    69. 69. Content: Services, Digital Gallery, Advocacy, Events,</li></ul> Multimedia<br /><ul><li>September 2008
    70. 70. More than 400MM active users:120MM U.S.
    71. 71. 65MM mobile users:50% active
    72. 72. Most popular website in USA
    73. 73. Women: 54%</li></li></ul><li>33<br />
    74. 74. Fast Facts<br />34<br />NYPL Footprint<br /><ul><li>#1 public library
    75. 75. 32,600 Followers
    76. 76. Fastest growing
    77. 77. 35 staff w/access
    78. 78. Real-time: live tweeting
    79. 79. Customer Service
    80. 80. Hashtags (#asknypl, #reading)
    81. 81. November 2008
    82. 82. 52% of INC’s 500 CEO’s use Twitter”- Center for Marketing Research
    83. 83. More than 44.5MM users: 40% USA
    84. 84. 50% tweet via mobile & web apps
    85. 85. Women: 55%
    86. 86. 40% $100k income</li></li></ul><li>35<br />
    87. 87. RIP J.D. Salinger <br />36<br />1000+ New Twitter Followers in 3 Days<br />555<br />308 <br />28<br />
    88. 88. 37<br />NYPL eNews<br />
    89. 89. nypl.org Integration<br />38<br />
    90. 90. 39<br />Measurement Tools<br /><ul><li>Subscribers, Fans & Followers
    91. 91. Clicks
    92. 92. Website visits
    93. 93. Views
    94. 94. Interactions
    95. 95. October 2009</li></li></ul><li>40<br />Listen<br />Reevaluate<br />Measure<br />Curate<br />Publish<br />Engage<br />Collaborate<br />Strategize<br />Meet<br />Monthly<br />NYPL <br />Community<br />Dedicated Staff<br />Working Group<br />
    96. 96. 41<br />Benefits<br />Intangible <br /><ul><li> Brand visibility and relevance</li></ul>Tangible<br /><ul><li> Inbound links to website
    97. 97. Search engine rankings
    98. 98. Brand transparency
    99. 99. Dialogue
    100. 100. Gauge pulse
    101. 101. Combat </li></li></ul><li>42<br />5 Questions?<br /><ul><li> Benefit to organization
    102. 102. Competition
    103. 103. Does management support
    104. 104. Resources, staff time & lead time
    105. 105. Would you want to Friend or Fan your organization</li></li></ul><li>Follow NYPL<br /><ul><li>nypl.org/enews
    106. 106. facebook.com/NewYorkPublicLibrary
    107. 107. twitter.com/nypl
    108. 108. flickr.com/photos/nypl
    109. 109. youtube.com/NewYorkPublicLibrary</li></ul>43<br />43<br />
    110. 110. Any Questions?<br /> #TP2010<br />@hjcnewmedia<br />@NYPL<br />@WSPA<br />
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