How to Turn Facebook and Other Social Networks  into a Direct Revenue Stream On Twitter: @cariegrls / @humanesociety / #in...
My name is Carie,  and I’m a social media addict. On Twitter: @cariegrls / @humanesociety / #informamedia11
<ul><li>“ I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and k...
humanesociety.org/connect Where We Are
<ul><li>Be where people are </li></ul><ul><li>Stay on top of latest trends </li></ul><ul><li>Research new opportunities </...
By the Numbers On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>650,000 Facebook fans </li></ul><ul><li>4...
Caution: this is not normal. On Twitter: @cariegrls / @humanesociety / #informamedia11 A June 2010 survey by The Nonprofit...
So, what are we doing right? On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>We were early adopters  </l...
How We’re Structured Lara Koch Mobile Communications Manager Mobile technology initiatives Carie Lewis Director of Emergin...
<ul><ul><li>Social media is integrated into all communications plans </li></ul></ul><ul><ul><li>Every piece of web content...
It wasn’t always like this. On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>We started out with one staf...
Take a Step Back: Why Do People Give? On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Someone I know ask...
What makes a good social fundraising campaign? On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Matching ...
What do you need to fundraise on social networks? On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Existi...
Case Study: Spay Day Pet Photo Contest On Twitter: @cariegrls / @humanesociety / #informamedia11
Case Study: Canadian Seal Hunt Campaign On Twitter: @cariegrls / @humanesociety / #informamedia11
Case Study: Year End Campaign On Twitter: @cariegrls / @humanesociety / #informamedia11
Common Roadblocks and Mistakes On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Set it up, let it fend fo...
Measure Your Successes! On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Amount of donations </li></ul><u...
Takeaways On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Take what large orgs are doing and adapt to yo...
<ul><li>“ You may not have time for social media, </li></ul><ul><li>but social media has time for your org.” </li></ul><ul...
Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: clewis@humanesociety.org ...
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How to Turn Facebook and Other Social Networks into a Direct Revenue Stream

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Corporate Social Media Summit | International Keynote | Sydney, Australia

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  • Developing the communications framework necessary for a lucrative campaign common roadblocks and how to overcome them the steps required to turn a friend into a donor
  • The way people communicate is changing. We have to adapt.
  • http://www.facebook.com/humanesociety http://www.twitter.com/humanesociety http://www.myspace.com/thehumanesociety http://www.flickr.com/photos/humanesociety http://www.youtube.com/hsus
  • Exponential program growth over last 2 years
  • Every hire we’ve made in social media has paid for itself by social media fundraising
  • Elevated importance in the org
  • People need incentives and motivation – facebookers are “Lazy philanthropists”
  • Result: 23,000 Facebook app installs 40,000 contest entrants 60% utilization rate $600,000 raised Improvement from 31,000 // $72,000 in ’08 Key point: adding facebook resulted in huge jump, brings in your freidns for relevancy, share encouragement
  • Result: 20,000 in 24 hours – never done before Key point: urgency, match
  • Result: 101 redeemed, $5,000 in sales grew 40,000 new fans in dec Key point: facebook users love exclusivity
  • 2011 nonprofit social media benchmark report 30% of orgs raising more than 100,000 on facebook have a budget under $5million tell story about how fun Friday was born – looking at unsubscribes Resources required increase as Volume increases Build base and build trust first, have two way convos, answer questions, solve problems – we reply to everyone Understand your audience. We pay attention to what campaigns people really respond to, and don’t. Our audience hated hoarders. How do I make my campaign sexy (without images of cute puppies like you have)? Use storytelling – ask people to share – make it personal Create a contest – user generated content with a prize Assign a personality to the campaign (sunny) Don’t be afraid to use humor (lolseals) Keep the tone conversational Write everyone back Use your most compelling images in slideshows and communications Create web badges that convey a sense of pride Embrace pop cultire and celebrities Resource deficit: intern, mobile tools, carve time every day Executive resistence: speak their language, find a champion, get them using the tools, give competitor stats You build it and they don’t come: integrate with web, email (perfer to give on facebook?) encourage sharing Facebook ads Tell people online and off Email signature Invite contacts Post consistently Encourage interaction Ask people to share, like Facebook ads Share others’ content Get exposure on HSUS FB Integrate – email and website Replicate all events on Facebook Post multimedia (our YouTube, flickr) Enable everything (wall, links, videos) Keep your group open. Respond to everyone Hire an intern to help you!
  • Create relationships with cause creators and bring them in on campaigns for fundraising possibilities
  • Many of these are not directly fundraising related, but all these things lead to being able to fundraise successfully on social networks.
  • How to Turn Facebook and Other Social Networks into a Direct Revenue Stream

    1. 1. How to Turn Facebook and Other Social Networks into a Direct Revenue Stream On Twitter: @cariegrls / @humanesociety / #informamedia11 Carie Lewis Director of Emerging Media The Humane Society of the United States Corporate Social Media Summit 2011 | Sydney, Australia
    2. 2. My name is Carie, and I’m a social media addict. On Twitter: @cariegrls / @humanesociety / #informamedia11
    3. 3. <ul><li>“ 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.” </li></ul><ul><li> – Posted to our Facebook Page wall, January 2010 </li></ul>On Twitter: @cariegrls / @humanesociety / #informamedia11
    4. 4. humanesociety.org/connect Where We Are
    5. 5. <ul><li>Be where people are </li></ul><ul><li>Stay on top of latest trends </li></ul><ul><li>Research new opportunities </li></ul><ul><li>Train staff & have guidelines </li></ul><ul><li>Take an integrated approach </li></ul><ul><li>Measure everything! </li></ul><ul><li>Learn from others & adapt </li></ul><ul><li>Executive participation </li></ul><ul><li>Showcase successes </li></ul><ul><li>Listen </li></ul><ul><li>Respond to everyone & be transparent </li></ul><ul><li>Don’t be afraid to fail </li></ul><ul><li>Learn from mistakes </li></ul>Our Social Media Strategy
    6. 6. By the Numbers On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>650,000 Facebook fans </li></ul><ul><li>47,000 Twitter followers </li></ul><ul><li>12 million Facebook Cause supporters </li></ul><ul><li>1 in 40 Faceboook users supports a Cause that benefits HSUS </li></ul><ul><li>Over 1 million people see a post from us on Facebook every day </li></ul><ul><li>$415,000 total raised on Facebook Causes </li></ul><ul><li>#3 top nonprofit on Faceboook Causes in terms of amount raised </li></ul><ul><li>Raised over $500,000 from social media outreach in 2010 </li></ul><ul><ul><li>includes $100k in donations on our website sourced from Facebook </li></ul></ul><ul><ul><li>does not include $250,000 from Pepsi Refresh Project </li></ul></ul><ul><li>312% increase in number of fans from ’08 to ‘09 </li></ul><ul><li>221% increase from ‘09 to ’10 </li></ul><ul><li>Facebook is now the #1 referring site to HumaneSociety.org </li></ul>
    7. 7. Caution: this is not normal. On Twitter: @cariegrls / @humanesociety / #informamedia11 A June 2010 survey by The Nonprofit Times found that: Only 0.5% of nonprofits have raised more than $100,000 on Facebook. Only 2% of nonprofits have raised between $10,000 and $25,000.
    8. 8. So, what are we doing right? On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>We were early adopters </li></ul><ul><li>Got buy in quickly </li></ul><ul><li>Invested significant resources </li></ul><ul><li>Large, loyal supporter base </li></ul><ul><li>Integrating into existing channels </li></ul><ul><li>Staying on top of latest trends </li></ul><ul><li>We are always listening </li></ul><ul><li>Keep in mind… </li></ul><ul><li>Social fundraising is still very new </li></ul><ul><li>Remember the first donate buttons? </li></ul><ul><li>Trust is not there yet for mass adoption </li></ul><ul><li>. </li></ul>Social media is NOT a silver bullet for fundraising
    9. 9. How We’re Structured Lara Koch Mobile Communications Manager Mobile technology initiatives Carie Lewis Director of Emerging Media Emerging Media project management and strategy Lara Sanders Social Marketing Specialist Social networking and advertising Ellen Pascale Emerging Media Intern Social media administrative Sarah Barnett Emerging Media Manager Response and volunteer coordination Julia Worth Online Community Manager Community section of our website Anne Hogan Emerging Media Specialist Blogger outreach, social monitoring Online Volunteers On Twitter: @cariegrls / @humanesociety / #informamedia11
    10. 10. <ul><ul><li>Social media is integrated into all communications plans </li></ul></ul><ul><ul><li>Every piece of web content has sharing capabilities </li></ul></ul><ul><ul><li>Every email is shareable </li></ul></ul><ul><ul><li>Every page on our website has a link to our social media presences </li></ul></ul><ul><ul><li>Our homepage has a live feed of Twitter and Facebook </li></ul></ul><ul><ul><li>Website content links to related Facebook Groups, Events, etc. </li></ul></ul>Integration is our #1 strategy for social media success
    11. 11. It wasn’t always like this. On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>We started out with one staffer. </li></ul><ul><li>Built credibility and visibility by participating in discussion boards, other animal welfare pages </li></ul><ul><li>We spent a year building our fan base, building individual relationships, and seeing what our fans responded to before we asked for any money. </li></ul><ul><li>. </li></ul><ul><li>Gave people “bumper stickers” to show support </li></ul><ul><li>Tried every fundraising widget on the market </li></ul><ul><li>Shifted to Facebook with links to our website donation forms </li></ul><ul><li>Didn’t work – people want to stay on Facebook </li></ul><ul><li>People were already fundraising on our behalf on Causes </li></ul>
    12. 12. Take a Step Back: Why Do People Give? On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Someone I know asked me to give </li></ul><ul><li>I felt emotionally moved by someone’s story </li></ul><ul><li>I want to feel I’m not powerless in the face of need and can help </li></ul><ul><li>I want to feel I’m changing someone’s life </li></ul><ul><li>I feel a sense of closeness to a community or group </li></ul><ul><li>I need a tax deduction </li></ul><ul><li>I want to memorialize someone </li></ul><ul><li>I want to be “hip” and supporting this charity is in style </li></ul><ul><li>It makes me feel connected to other people and builds my network </li></ul><ul><li>I want to be seen as a leader/role model </li></ul><ul><li>. </li></ul><ul><ul><ul><li>It’s not that much different in social media. </li></ul></ul></ul>
    13. 13. What makes a good social fundraising campaign? On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Matching campaigns </li></ul><ul><li>Incentives </li></ul><ul><li>Tangible giving – what is my money going to? </li></ul><ul><li>Sense of urgency </li></ul><ul><li>Individualizing a person or animal </li></ul><ul><li>Integration with other fundraising techniques </li></ul><ul><li>Peer to peer asks (walks, birthdays, etc) </li></ul>… also, not that different!
    14. 14. What do you need to fundraise on social networks? On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Existing, loyal supporter base </li></ul><ul><li>Clear, attainable goal </li></ul><ul><li>Replicated fundraising ask on Facebook </li></ul><ul><li>Process to thank everyone </li></ul><ul><li>Tracking mechanism </li></ul><ul><li>Sharing capabilities </li></ul><ul><li>Promotion / integration plan </li></ul>Think like the user. Tap into people’s natural social instincts.
    15. 15. Case Study: Spay Day Pet Photo Contest On Twitter: @cariegrls / @humanesociety / #informamedia11
    16. 16. Case Study: Canadian Seal Hunt Campaign On Twitter: @cariegrls / @humanesociety / #informamedia11
    17. 17. Case Study: Year End Campaign On Twitter: @cariegrls / @humanesociety / #informamedia11
    18. 18. Common Roadblocks and Mistakes On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Set it up, let it fend for itself </li></ul><ul><li>You build it and they don’t come </li></ul><ul><li>Ask, Ask, Ask </li></ul><ul><li>Talking to no one </li></ul><ul><li>Talking and not listening </li></ul><ul><li>Saying you don’t have the time </li></ul><ul><li>Ignoring fan feedback </li></ul><ul><li>Making “viral” your strategy </li></ul><ul><li>No executive buyin </li></ul><ul><li>Posting the same content to each network </li></ul><ul><li>Taking negative feedback personally </li></ul><ul><li>Assuming people know what you want them to do </li></ul><ul><li>Not bothering because you’re too small </li></ul><ul><li>Not bothering because you don’t have cute babies or animals </li></ul>
    19. 19. Measure Your Successes! On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Amount of donations </li></ul><ul><li>Number of donors </li></ul><ul><li>Donations to your website </li></ul><ul><li>Amount per fan </li></ul><ul><li>% Increase over time </li></ul><ul><li>New fans </li></ul><ul><li># Comments and Likes </li></ul><ul><li>Intangible benefits: trust & access to uber-activists </li></ul>
    20. 20. Takeaways On Twitter: @cariegrls / @humanesociety / #informamedia11 <ul><li>Take what large orgs are doing and adapt to your goals (read: STEAL) </li></ul><ul><li>Build your base first before you ask. Invest $100 in Facebook ads, try like-gating </li></ul><ul><li>Don’t beat people over the head with asks – make it FUN </li></ul><ul><li>Make your content as relevant as possible with Facebook Connect </li></ul><ul><li>Answer and thank everyone. </li></ul><ul><li>Keep people on Facebook </li></ul><ul><li>Do everything possible to enable sharing </li></ul><ul><li>Keep up on latest trends </li></ul><ul><li>Find uber-activists and involve them </li></ul><ul><li>Integrate into existing comm channels </li></ul><ul><li>Figure out tracking and measurement first </li></ul><ul><li>Build a listening system that works for you </li></ul><ul><li>Start small with fundraising goals </li></ul><ul><li>Watch your unsubscribes and act </li></ul><ul><li>Resources needed increases as volume increases </li></ul><ul><li>You don’t have to be big to be successful </li></ul><ul><li>Give yourself a break – this is still new! </li></ul>
    21. 21. <ul><li>“ You may not have time for social media, </li></ul><ul><li>but social media has time for your org.” </li></ul><ul><li> – Alan Rosenblatt, Nonprofit Technology Conference </li></ul>On Twitter: @cariegrls / @humanesociety / #informamedia11
    22. 22. Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: clewis@humanesociety.org LinkedIn: http://www.linkedin.com/in/carielewis Twitter: @cariegrls Presentations: slideshare.net/cariegrls

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