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Sharing is the New Tell-A-Friend

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Carie Lewis from the Humane Society of the United States (HSUS) presentation on social media strategy and the importance of sharing.  This includes how it's changed over the years in the nonprofit …

Carie Lewis from the Humane Society of the United States (HSUS) presentation on social media strategy and the importance of sharing.  This includes how it's changed over the years in the nonprofit realm as well as tactical advice for effective sharing. 


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  • 4:00 - 4:50: Carie Lewis from the Humane Society of the United States (HSUS) will discuss social media strategy and the importance of sharing.  This includes how it's changed over the years in the nonprofit realm as well as tactical advice for effective sharing.  She'll also talk about how HSUS used sharing and mySalsa to organize and run a successful ballot initiative in Missouri. 5:00 - 5:50: Salsa Staff will teach you how to execute smart sharing strategies within Salsa both using mySalsa and the new Salsa Sharing tools. If you haven’t implemented sharing tools on every piece of content you have yet, you’re missing out on a huge opportunity to engage existing advocates, recruit new ones, and drive substantial traffic to your website and campaign work.
  • Also depends on demographics The main point here is that we need to do everything we can to optimize the sharing tools or people will simply abandon the sharing. This is extremely important to the success of this campaign, given it’s  peer to peer and people go to their personal networks to raise money. 90% of people who donate to something do it because a friend asked them to.
  • Challenges: people not knowing they have to sign up on your website 1 – explicit directions that your RSVP will not be counted unless you do 2 – or, include the Facebook link only after people RSVP on the site
  • Viewing a webpage is not enough. On our website, every piece of content has to be tied to an action or donation, because those are our goals. Now, sharing is one of them, because of the power of putting something into your personal network
  •    
  • Email Code http://www.addthis.com/bookmark.php?pub=hsus&s=facebook&url=http://www.page.com   http://www.addthis.com/bookmark.php?pub=hsus&s=twitter&url=http://www.page.com&template=This+is+the+title:+http://bit.ly/9wCGdS+(via+@humanesociety)+%23hashtag
  • Our challenge: shares went down when we redesigned our website
  • Transcript

    • 1. Sharing is the New Tell-A-Friend Carie Lewis Director of Emerging Media The Humane Society of the United States @cariegrls
    • 2.
      • “ I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.”
      • – Posted to our Facebook Page wall, January 2010
    • 3. The times… they are a changin’
      • After you take action….
        • Then: Tell a Friend
        • Now: Share
      • Top referrer to our website
        • Then: Google
        • Now: Facebook
      • Share on Facebook?
        • Then: Share button
        • Now: Post, status update, Like, Facebook Connect
    • 4. Our Constituent Spoke… We Listened
    • 5. March 2010
    • 6.
      • “ E-mail and social media are the top marketing tactics that will get increased spending in 2010, according to the ‘2010 Marketing Trends Survey’ from StrongMail. The study also found that integrating e-mail and social is one of the most important e-mail marketing initiatives for 2010, just after improving performance, targeting, and growing opt-in lists.”
      • – Simms Jenkins, ClickZ, Feb 11, 2010
      Email, Meet Facebook
    • 7. Integration is Our #1 Strategy for Success
        • Every piece of web content has sharing capabilities
        • Every email is shareable
        • Every page on our website has a link to our social media presences
        • Our homepage has a live feed of Twitter and Facebook
        • Website content links to related Facebook Groups, Events, etc.
    • 8. Tactic #1 – Include Share Links on Emails
    • 9. Tactic #2 – Include a Link to RSVP on Facebook
    • 10. Tactic #3 – Make Every Piece of Web Content Shareable
    • 11. Tactic #4 – Make the Ask Inside the Content
    • 12. Tactic #5 – Make Sharing the Primary Ask
    • 13. Tactic #5 – Make Your Forms Shareable
    • 14. I want it! It looks so easy! Sharing is still a new concept and technology has not caught up yet with user behavior.
        • Your technology provider might not be 100% compatible
        • You can’t just put a share toolbar on your content and be done
        • You have to convince others that this is important and worth investing in
    • 15. Challenge #1: Implementation
        • Where will you put the share toolbar or buttons?
        • How will you insert them into your platform?
        • Is your site designed on templates or wrappers that you have to edit?
        • Do you have access to individual pages’ meta data?
    • 16. Challenge #2: Customization
        • It’s not enough to put a toolbar on your site and walk away.
        • You must optimize your share tools so it looks good when a users posts to their page – including the image, title, and text.
        • To do this, you must edit the meta data on every page, or template it to pull specific data. (You should be doing this anyway for SEO reasons)
        • Think about things like hashtags, “via @” and other ways to make it relevant – many tools have templates
    • 17. Challenge #3: Buy In
        • The general rule is the more fields, links you put on a form, the more it suppresses response.
        • Trend = more retweets than clickthroughs on Twitter
        • Test! We’re testing putting share tools on our advocacy pages vs. on the thank you pages
        • Theory: people are sharing without reading, but that’s okay. The average person has 130 friends and 70 followers
    • 18. MySalsa Sharing Example: Facebook Event Landing Page
    • 19. MySalsa Sharing Example: Facebook Personal Fundraising Page
    • 20. MySalsa Sharing Example: Twitter Event Landing Page
    • 21. MySalsa Sharing Example: Twitter Personal Fundraising Page
    • 22. The Technical Stuff
        • For our website, we use AddThis in a template that automatically pulls the title of the page and shortens the URL.
        • We’ve also set it to pull a specific image in Facebook Share.
        • Twitter has an AddThis template that adds “via @HumaneSociety” on the end
        • For our emails, we do custom coding for each one. This is because emails can’t read javascript and we want the ability to customize each (a specific image, hashtag.) The URL that’s shared is the web version of the email.
        • If you have no meta data, Facebook pulls the text that’s least embedded (this is what we do for email)
      Resources: http://developers.facebook.com/docs/share http://www.addthis.com/help/client-api http://salsacommons.org/o/8001/p/salsa/web/ forum/public/topic?topic_KEY=1544 http://twitter.com/about/resources/tweetbutton
    • 23. Final Thoughts
      • To do sharing right, it
      • requires a great deal of customization.
      • If you can’t make it look good, it’s better
      • not to have it at all.
      • Never duplicate content on Facebook and
      • Twitter when sharing – different mediums
      • Know the difference between a status update, post, like, and Facebook Connect
      • Watch for secure and custom URLs that pull personal data
      • When sharing an email, share the web version
      • Continue to test and stay on top of latest trends (official share buttons)
      • Put top shared content on your website or even better, use Facebook plugins to tell people what their friends are sharing – relevance is key
      • Track your shares and identify trends – keep evolving
    • 24. Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: [email_address] LinkedIn: http://www.linkedin.com/in/carielewis Twitter: @cariegrls Sharing Blog Post: http://cariegrls.blogspot.com/2009/07/sharing-is-new-taf.html HSUS Social Networks: http://www.humanesociety.org/connect

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