How the Dogs Trust use Twitter

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Alexandra Goldstein, Dogs Trust
www.charitycomms.org.uk/events

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How the Dogs Trust use Twitter

  1. 1. Social Media Conference 21 March 2012 #CCsocmed www.charitycomms.org.uk
  2. 2. Laurier Nicas Alex Goldstein Digital Marketing Officer Digital Marketing OfficerUsing Twitter Day-to-Day (Intermediate)
  3. 3. ON THE AGENDA• Building a community• Twitter etiquette• Managing multiple feeds and users• Integration with campaigns• Tools, tips, ideas… and questions!
  4. 4. COMMUNITY AIMS• Develop and foster a strong online community and supporter base – now 40,000 strong• Be genuine, honest, and transparent• Follow the flow of conversation and be personable – listen!• Once you have this dedicated group of supporters, you’re ready to rock and roll…
  5. 5. What has thecommunity achieved?
  6. 6. KEY SUCCESSES• First dog rehomed through social media!• Volunteers, donations of goods• Twibbon fundraising campaign• Donations and support even from critics of the charity!• Educational messages easily shared• Greater internal adoption of social media
  7. 7. MULTIPLE FEEDS & USERS @dogstrust @dt_educ @dt_loughborough @dt_bridgend @dogstrustPR @dogstrust_ie 18 centres… over 20 feeds!
  8. 8. WHO TWEETS?• Senior management buy-in• Who’s already online?• Training and support• Monitoring
  9. 9. STRATEGY• Twitter is not the strategy• Twitter is not the objective• Flexibility is essential• Reactive without being opportunistic• Planning without being stale• Quick response Also…would you follow yourself?
  10. 10. TOOLS• Finding the right client• Brand monitoring• Scheduling and assigning tweets
  11. 11. INTEGRATION• Christmas Campaign• 1,500 cards sent to Harrods• 14,000 views of celeb video• Only on social media• Other egs: email follow up, rehoming ads• But… no linking with Facebook for us! bit.ly/HoNoNo www.adogisforlife.com
  12. 12. TIPS & QUESTIONS• Keep a sense of humour!• Remember and observe prevailing etiquette (eg RT or MT?)• David Coursey’s 8 Word Social Media Policy: Don’t lie, don’t cheat, don’t steal, don’t reveal.
  13. 13. @dogstrust www.youtube.com/dogstrustwww.facebook.com/dogstrust www.dogstrustblog.blogspot.com Thank you! alex.goldstein@dogstrust.org.uk

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