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How I Did It (Association of Fundraising Professionals International Conference 2010)

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Carie Lewis Carlson
Carie Lewis Carlson
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Who am I? Carie Lewis Director of Emerging Media The Humane Society of the United States Been with the org for 4 years Role became more social-media focused over time Email: clewis@humanesociety.org Twitter: @cariegrls I love animals and I love social media!
How I did it: Got executive buy-in • We started with one person • Went under the radar to see what works • Built a supporter base by participating on other pages and discussion boards • Proved its worth by speaking their language • Compared the ROI to a paid banner campaign • Gathered web-savvy staff to help train • Got them on the networks themselves
How I did it: Got executive buy-in • Get them using the tools if they are the least bit interested • Don’t just show them your fan page – get them one • Be sensitive to all comfort levels • If they’re not interested, try a more passive approach • Then, when you want to experiment or need more resources, it will be an easier sell!
How I did it: Built a listening program • Set up Google Alerts and Tweetbeep notifications • Found where our constituents were and where others were talking about us • Started profiles in those arenas • Started talking and participating • Built a following
How I did it: Built a listening program • Got more advanced with our strategy • More than one Twitter account • Dual monitors with Tweetdeck columns • Experiment with management software like CoTweet and Hootsuite
Other tidbits: • No one can afford to ignore what’s being said about them • Brand monitoring is not a 9-5 job, so have a plan in place • Be proactive in building your fan base and establish trust so they’ll come to your defense if needed • Respond to everything, retweet and reply often • Participate in and start fun conversations, memes, • Follow people who talk about you without you knowing • Turn these people into brand ambassadors, interns, employees! • Track your mentions on Twitter and blogs

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How I Did It (Association of Fundraising Professionals International Conference 2010)

  • 1. Who am I? Carie Lewis Director of Emerging Media The Humane Society of the United States Been with the org for 4 years Role became more social-media focused over time Email: clewis@humanesociety.org Twitter: @cariegrls I love animals and I love social media!
  • 2. How I did it: Got executive buy-in • We started with one person • Went under the radar to see what works • Built a supporter base by participating on other pages and discussion boards • Proved its worth by speaking their language • Compared the ROI to a paid banner campaign • Gathered web-savvy staff to help train • Got them on the networks themselves
  • 3. How I did it: Got executive buy-in • Get them using the tools if they are the least bit interested • Don’t just show them your fan page – get them one • Be sensitive to all comfort levels • If they’re not interested, try a more passive approach • Then, when you want to experiment or need more resources, it will be an easier sell!
  • 4. How I did it: Built a listening program • Set up Google Alerts and Tweetbeep notifications • Found where our constituents were and where others were talking about us • Started profiles in those arenas • Started talking and participating • Built a following
  • 5. How I did it: Built a listening program • Got more advanced with our strategy • More than one Twitter account • Dual monitors with Tweetdeck columns • Experiment with management software like CoTweet and Hootsuite
  • 6. Other tidbits: • No one can afford to ignore what’s being said about them • Brand monitoring is not a 9-5 job, so have a plan in place • Be proactive in building your fan base and establish trust so they’ll come to your defense if needed • Respond to everything, retweet and reply often • Participate in and start fun conversations, memes, • Follow people who talk about you without you knowing • Turn these people into brand ambassadors, interns, employees! • Track your mentions on Twitter and blogs