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The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI

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The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI

  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. <ul><li>They can’t talk about </li></ul> anything broader than their own products<br /><ul><li>They listen but don’t take any action
  12. 12. They aren’t calibrated internally with the technology
  13. 13. They’re not framing risk accurately
  14. 14. Their internal culture isn’t aligned for social media success</li></ul>Why Some Fail....<br />―Amy Mengal, “5 Reasons corporations are failing at social media” <br />
  15. 15. 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 />
  16. 16. How does it work?Real-life Application<br />
  17. 17. Additional Tools<br />Act.ly – tweet-based petitions<br />Twibbon<br />Directories<br />Search.twitter.com<br />Twitter Clients<br />Hootsuite, CoTweet, Tweetdeck<br />
  18. 18. Social Media @WSPA <br />
  19. 19. World Society for the Protection of Animals<br /><ul><li> One International Lead (25-35%)
  20. 20. Several Regional Managers (10-15%)
  21. 21. Intranet
  22. 22. Skype
  23. 23. Email
  24. 24. 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
  25. 25. Enhance your brand presence
  26. 26. 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
  27. 27. YouTube for NonProfits
  28. 28. Act.ly </li></li></ul><li>World Society for the Protection of Animals<br />YAY for <br />INTEGRATION!!!<br />
  29. 29. World Society for the Protection of Animals<br />Social media lifted response by 6%!<br />
  30. 30. World Society for the Protection of Animals<br /><ul><li> Campaign Parameters
  31. 31. Targeting
  32. 32. Topic
  33. 33. Imagery
  34. 34. Call to Action
  35. 35. Tools & Tactics
  36. 36. Integration
  37. 37. Promotional Tactics</li></ul>YAY for <br />EXPERIMENTATION!!!<br />
  38. 38. World Society for the Protection of Animals<br /><ul><li> The enemy of social media
  39. 39. Don’t take things too seriously
  40. 40. Don’t over complicate things
  41. 41. Do prepare crisis communication plans
  42. 42. Do learn how to overcome resistance </li></ul>NAY for <br />BEAUROCRAZY!<br />
  43. 43. 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).
  44. 44. Social media activity needs to be measured and reported on in a consistent way.
  45. 45. 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 />
  46. 46. World Society for the Protection of Animals<br />Monitoring & Evaluation<br /><ul><li> Income
  47. 47. Advocates
  48. 48. Mentions
  49. 49. Email subscribers
  50. 50. Fans, friends, contacts
  51. 51. Comments
  52. 52. Shares
  53. 53. Level of engagement
  54. 54. Digital volunteers
  55. 55. Email subscribers
  56. 56. Site referrals
  57. 57. Social media adoption
  58. 58. 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 />
  59. 59. SMM @NYPL<br />April 2010<br />Susan Halligan<br />Marketing Director<br />susan_halligan@nypl.org<br />@srhalligan<br />
  60. 60. 27<br />The Shift from Traditional to Digital<br />
  61. 61. 28<br />
  62. 62. NYPL<br />http://www.nypl.org/<br />29<br />
  63. 63. Social Media Strategies<br />Footprint: from hard to reach<br />30<br />to everywhere<br />
  64. 64. Social Media Strategies<br />31<br />
  65. 65. 32<br />Fast Facts<br />NYPL Footprint<br /><ul><li>#1 public library
  66. 66. 14,825 Fans
  67. 67. 10 staff w/access
  68. 68. Most engaged
  69. 69. Content: Services, Digital Gallery, Advocacy, Events,</li></ul> Multimedia<br /><ul><li>September 2008
  70. 70. More than 400MM active users:120MM U.S.
  71. 71. 65MM mobile users:50% active
  72. 72. Most popular website in USA
  73. 73. Women: 54%</li></li></ul><li>33<br />
  74. 74. Fast Facts<br />34<br />NYPL Footprint<br /><ul><li>#1 public library
  75. 75. 32,600 Followers
  76. 76. Fastest growing
  77. 77. 35 staff w/access
  78. 78. Real-time: live tweeting
  79. 79. Customer Service
  80. 80. Hashtags (#asknypl, #reading)
  81. 81. November 2008
  82. 82. 52% of INC’s 500 CEO’s use Twitter”- Center for Marketing Research
  83. 83. More than 44.5MM users: 40% USA
  84. 84. 50% tweet via mobile & web apps
  85. 85. Women: 55%
  86. 86. 40% $100k income</li></li></ul><li>35<br />
  87. 87. RIP J.D. Salinger <br />36<br />1000+ New Twitter Followers in 3 Days<br />555<br />308 <br />28<br />
  88. 88. 37<br />NYPL eNews<br />
  89. 89. nypl.org Integration<br />38<br />
  90. 90. 39<br />Measurement Tools<br /><ul><li>Subscribers, Fans & Followers
  91. 91. Clicks
  92. 92. Website visits
  93. 93. Views
  94. 94. Interactions
  95. 95. 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 />
  96. 96. 41<br />Benefits<br />Intangible <br /><ul><li> Brand visibility and relevance</li></ul>Tangible<br /><ul><li> Inbound links to website
  97. 97. Search engine rankings
  98. 98. Brand transparency
  99. 99. Dialogue
  100. 100. Gauge pulse
  101. 101. Combat </li></li></ul><li>42<br />5 Questions?<br /><ul><li> Benefit to organization
  102. 102. Competition
  103. 103. Does management support
  104. 104. Resources, staff time & lead time
  105. 105. Would you want to Friend or Fan your organization</li></li></ul><li>Follow NYPL<br /><ul><li>nypl.org/enews
  106. 106. facebook.com/NewYorkPublicLibrary
  107. 107. twitter.com/nypl
  108. 108. flickr.com/photos/nypl
  109. 109. youtube.com/NewYorkPublicLibrary</li></ul>43<br />43<br />
  110. 110. Any Questions?<br /> #TP2010<br />@hjcnewmedia<br />@NYPL<br />@WSPA<br />

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