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hjc Turning Point 2010 - Social Media

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Presentation from hjc’s free webinar day, Turning Point 2010

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hjc Turning Point 2010 - Social Media

  1. 1. 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
  2. 2. Are you tweeting today? #TP2010 Follow us at: @hjcnewmedia @NYPL @WSPA
  3. 3. Who’s Presenting? Laisie Tu Online Media Coordinator, HJC Laisie.Tu@hjcnewmedia.com Misty Meeks Online Communications Manager, WSPA Canada Meeks@wspa.ca Susan Halligan Marketing Director, NYPL Susan_Halligan@nypl.org
  4. 4. Overview • Introductions • Social Media: What’s Next? • Lessons from WSPA by Misty Meeks • Lessons from NYPL by Susan Halligan • Questions
  5. 5. 2009 was about learning Social Media. 2010 will be about figuring out how to use it well. –Jason Falls, Social Media Strategist
  6. 6. Nobody shops at a cocktail party. - Brett Hurt, Bazaarvoice
  7. 7. X X What can you say that is of value to me?
  8. 8. Don’t put all your eggs in ONE basket and Don’t put all your eggs in EVERY basket
  9. 9. Social Media for Nonprofits
  10. 10. • They can’t talk about anything broader than their own products • They listen but don’t take any action • They aren’t calibrated internally with the technology • They’re not framing risk accurately • Their internal culture isn’t aligned for social media success Why Some Fail.... ―Amy Mengal, “5 Reasons corporations are failing at social media”
  11. 11. Corporate Responsibility • You are what you tweet • Control your messaging – Is what you’re saying of value to someone else? • Manage expectations – People expect you to respond within seconds – Should you list your hour of operations? • Do you have a crisis plan?
  12. 12. How does it work? Real-life Application HJC Identify Need Survey Training Workshop Week-by- week Plan Co- Manage
  13. 13. Additional Tools • Act.ly – tweet-based petitions • Twibbon • Directories • Search.twitter.com • Twitter Clients – Hootsuite, CoTweet, Tweetdeck
  14. 14. Social Media @WSPA
  15. 15. World Society for the Protection of Animals • One International Lead (25-35%) • Several Regional Managers (10-15%) • Intranet • Skype • Email • Annual Meetings
  16. 16. World Society for the Protection of Animals YAY for CUSTOMIZATION!!! • Be unique, be memorable • Enhance your brand presence • It’s not as complicated as most people think, it just takes a bit of time & patience Some of my favorite things: • Facebook Static FBML app • YouTube for NonProfits • Act.ly
  17. 17. World Society for the Protection of Animals YAY for INTEGRATION!!!
  18. 18. World Society for the Protection of Animals Social media lifted response by 6%!
  19. 19. World Society for the Protection of Animals YAY for EXPERIMENTATION!!! • Campaign Parameters • Targeting • Topic • Imagery • Call to Action • Tools & Tactics • Integration • Promotional Tactics
  20. 20. World Society for the Protection of Animals NAY for BEAUROCRAZY! • 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
  21. 21. A few simple RULES • Most social media marketing should be done strategically, with SMART objectives (that contribute to an organization’s strategic objectives). • Social media activity needs to be measured and reported on in a consistent way. • Social media activity needs to adhere to our brand and communication guidelines. World Society for the Protection of Animals
  22. 22. Gaining buy – show results World Society for the Protection of Animals Social media provides a platform where our supporters can self- organize. Over 600K impressions generated on Twitter alone as a result of WSPA & Haiti. 50% of the donations we brought in for #Haiti disaster relief were from new donors. Our social media network has helped bring about real change for animals.
  23. 23. Monitoring & Evaluation - Income - Advocates - Mentions - Email subscribers - Fans, friends, contacts - Comments - Shares - Level of engagement - Digital volunteers - Email subscribers - Site referrals - Social media adoption - Impressions World Society for the Protection of Animals
  24. 24. On the horizon Text WSPA to 30333 to donate $5. Text ALERTS to 97721 to subscribe to WSPA mobile alerts. More fun to come… @WSPA Facebook.com/TheWSPA @MistyMeeks World Society for the Protection of Animals
  25. 25. SMM @NYPL April 2010 Susan Halligan Marketing Director susan_halligan@nypl.org @srhalligan
  26. 26. eCommunications & Social Media27 The Shift from Traditional to Digital
  27. 27. eCommunications & Social Media28
  28. 28. eCommunications & Social Media29 NYPL 29 http://www.nypl.org/
  29. 29. eCommunications & Social Media Social Media Strategies Footprint: from hard to reach 30 to everywhere
  30. 30. eCommunications & Social Media Social Media Strategies 31
  31. 31. eCommunications & Social Media Fast Facts 32 • More than 400MM active users:120MM U.S. • 65MM mobile users: 50% active • Most popular website in USA • Women: 54% NYPL Footprint • #1 public library • 14,825 Fans • 10 staff w/access • Most engaged • Content: Services, Digital Gallery, Advocacy, Events, Multimedia • September 2008
  32. 32. eCommunications & Social Media33
  33. 33. eCommunications & Social Media Fast Facts 34 • 52% of INC’s 500 CEO’s use Twitter” - Center for Marketing Research • More than 44.5MM users: 40% USA • 50% tweet via mobile & web apps • Women: 55% • 40% $100k income NYPL Footprint • #1 public library • 32,461 Followers • Fastest growing • 35 staff w/access • Real-time: live tweeting • Customer Service • Hashtags (#asknypl, #reading) • November 2008
  34. 34. eCommunications & Social Media35
  35. 35. eCommunications & Social Media RIP J.D. Salinger 3628 1000+ New Twitter Followers in 3 Days 308 555
  36. 36. eCommunications & Social Media NYPL eNews 37
  37. 37. eCommunications & Social Media nypl.org Integration 38
  38. 38. eCommunications & Social Media Measurement Tools 39 •Subscribers, Fans & Followers •Clicks •Website visits •Views •Interactions •October 2009
  39. 39. eCommunications & Social Media Working Group 40 Listen Reevaluate Measure Curate Publish Engage Collaborate Strategize Meet Monthly NYPL Community Dedicated Staff
  40. 40. eCommunications & Social Media41 Intangible • Brand visibility and relevance Tangible • Inbound links to website • Search engine rankings • Brand transparency • Dialogue • Gauge pulse • Combat Benefits
  41. 41. eCommunications & Social Media42 • Benefit to organization • Competition • Does management support • Resources, staff time & lead time • Would you want to Friend or Fan your organization 5 Questions?
  42. 42. eCommunications & Social Media Follow NYPL • nypl.org/enews • facebook.com/NewYorkPublicLibrary • twitter.com/nypl • flickr.com/photos/nypl • youtube.com/NewYorkPublicLibrary 4343
  43. 43. Any Questions? #TP2010 @hjcnewmedia @NYPL @WSPA

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