HJC Social Media Webinar Full (Final)

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The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI, Presented by Laisie Tu of HJC, Susan Halligan of the New York Public Library and Misty Meeks of WSPA Canada

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  • Hello and welcome. Thank you for joining us today.
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  • HJC Social Media Webinar Full (Final)

    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. They can’t talk about <br /> anything broader than their own products<br />They listen but don’t take any action<br />They aren’t calibrated internally with the technology<br />They’re not framing risk accurately<br />Their internal culture isn’t aligned for social media success<br />Why Some Fail....<br />―Amy Mengal, “5 Reasons corporations are failing at social media” <br />
    12. 12. 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 />
    13. 13. How does it work?Real-life Application<br />
    14. 14. Additional Tools<br />Act.ly – tweet-based petitions<br />Twibbon<br />Directories<br />Search.twitter.com<br />Twitter Clients<br />Hootsuite, CoTweet, Tweetdeck<br />
    15. 15. Social Media @WSPA <br />
    16. 16. World Society for the Protection of Animals<br /><ul><li> One International Lead (25-35%)
    17. 17. Several Regional Managers (10-15%)
    18. 18. Intranet
    19. 19. Skype
    20. 20. Email
    21. 21. 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
    22. 22. Enhance your brand presence
    23. 23. 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
    24. 24. YouTube for NonProfits
    25. 25. Act.ly </li></li></ul><li>World Society for the Protection of Animals<br />YAY for <br />INTEGRATION!!!<br />
    26. 26. World Society for the Protection of Animals<br />Social media lifted response by 6%!<br />
    27. 27. World Society for the Protection of Animals<br /><ul><li> Campaign Parameters
    28. 28. Targeting
    29. 29. Topic
    30. 30. Imagery
    31. 31. Call to Action
    32. 32. Tools & Tactics
    33. 33. Integration
    34. 34. Promotional Tactics</li></ul>YAY for <br />EXPERIMENTATION!!!<br />
    35. 35. World Society for the Protection of Animals<br /><ul><li> The enemy of social media
    36. 36. Don’t take things too seriously
    37. 37. Don’t over complicate things
    38. 38. Do prepare crisis communication plans
    39. 39. Do learn how to overcome resistance </li></ul>NAY for <br />BEAUROCRAZY!<br />
    40. 40. 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).
    41. 41. Social media activity needs to be measured and reported on in a consistent way.
    42. 42. 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 />
    43. 43. World Society for the Protection of Animals<br />Monitoring & Evaluation<br /><ul><li> Income
    44. 44. Advocates
    45. 45. Mentions
    46. 46. Email subscribers
    47. 47. Fans, friends, contacts
    48. 48. Comments
    49. 49. Shares
    50. 50. Level of engagement
    51. 51. Digital volunteers
    52. 52. Email subscribers
    53. 53. Site referrals
    54. 54. Social media adoption
    55. 55. 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 />
    56. 56. SMM @NYPL<br />April 2010<br />Susan Halligan<br />Marketing Director<br />susan_halligan@nypl.org<br />@srhalligan<br />
    57. 57. 27<br />The Shift from Traditional to Digital<br />
    58. 58. 28<br />
    59. 59. 29<br />NYPL<br />http://www.nypl.org/<br />29<br />
    60. 60. Social Media Strategies<br />Footprint: from hard to reach<br />30<br />to everywhere<br />
    61. 61. Social Media Strategies<br />31<br />
    62. 62. 32<br />Fast Facts<br />NYPL Footprint<br /><ul><li>#1 public library
    63. 63. 14,825 Fans
    64. 64. 10 staff w/access
    65. 65. Most engaged
    66. 66. Content: Services, Digital Gallery, Advocacy, Events,</li></ul> Multimedia<br /><ul><li>September 2008
    67. 67. More than 400MM active users:120MM U.S.
    68. 68. 65MM mobile users:50% active
    69. 69. Most popular website in USA
    70. 70. Women: 54%</li></li></ul><li>33<br />
    71. 71. Fast Facts<br />34<br />NYPL Footprint<br /><ul><li>#1 public library
    72. 72. 32,461 Followers
    73. 73. Fastest growing
    74. 74. 35 staff w/access
    75. 75. Real-time: live tweeting
    76. 76. Customer Service
    77. 77. Hashtags (#asknypl, #reading)
    78. 78. November 2008
    79. 79. 52% of INC’s 500 CEO’s use Twitter”- Center for Marketing Research
    80. 80. More than 44.5MM users: 40% USA
    81. 81. 50% tweet via mobile & web apps
    82. 82. Women: 55%
    83. 83. 40% $100k income</li></li></ul><li>35<br />
    84. 84. RIP J.D. Salinger <br />36<br />1000+ New Twitter Followers in 3 Days<br />555<br />308 <br />28<br />
    85. 85. 37<br />NYPL eNews<br />
    86. 86. nypl.org Integration<br />38<br />
    87. 87. 39<br />Measurement Tools<br /><ul><li>Subscribers, Fans & Followers
    88. 88. Clicks
    89. 89. Website visits
    90. 90. Views
    91. 91. Interactions
    92. 92. 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 />
    93. 93. 41<br />Benefits<br />Intangible <br /><ul><li> Brand visibility and relevance</li></ul>Tangible<br /><ul><li> Inbound links to website
    94. 94. Search engine rankings
    95. 95. Brand transparency
    96. 96. Dialogue
    97. 97. Gauge pulse
    98. 98. Combat </li></li></ul><li>42<br />5 Questions?<br /><ul><li> Benefit to organization
    99. 99. Competition
    100. 100. Does management support
    101. 101. Resources, staff time & lead time
    102. 102. Would you want to Friend or Fan your organization</li></li></ul><li>Follow NYPL<br /><ul><li>nypl.org/enews
    103. 103. facebook.com/NewYorkPublicLibrary
    104. 104. twitter.com/nypl
    105. 105. flickr.com/photos/nypl
    106. 106. youtube.com/NewYorkPublicLibrary</li></ul>43<br />43<br />
    107. 107. Any Questions?<br /> #TP2010<br />@hjcnewmedia<br />@NYPL<br />@WSPA<br />

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