Carie Lewis discusses how social media has revolutionized communication and how animal welfare organizations must adapt by having a presence on social media platforms where people engage. She provides strategies for establishing a social media presence, including staying on top of trends, training staff, measuring success, and listening. Smaller organizations can also benefit from having a social media presence by following hashtags and starting their own to engage with local communities.
This presentation walks you through the process of creating a social media strategy for any organization with limited resources. Learn how to best leverage your time spent on social media outreach and achieve your organization's goals.
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...Julia Campbell
Are you thinking about entering the world of social media for your nonprofit but not sure where to start? Do you wonder how it can make a difference to your organization? Or have you started out in the world of blogs, Twitter and Facebook but you’re not sure which tools and approaches are right for you? Are you concerned about time management and how much it will all cost?
When it comes to communication strategies, many nonprofits tend to stay in familiar, one-way marketing terrain – static websites, direct mail appeals, and print newsletters. However, the explosive growth of social media marketing tools offers an interactive way for nonprofits to build community and raise funds and awareness like never before.
Whether you already use social media in your nonprofit’s development plan or you’re new to the game, this presentation is for you. We will cover 10 highly successful social media habits of nonprofits, the “rules of the road” in social media for nonprofits and answer the big question – why do it at all?
A workshop designed to help nonprofits explore strategic approaches to social media - both via exposure to different techniques and by using the ARM best practices and the FIG strategy stages.
Social media & strategy for nonprofits: Spirit & PlaceBohlsenPR
Social media training slideshow for partner organizations participating in Spirit & Place Festival, 2011 "The Body"
Strategy and best practices for nonprofits
Your organization has a facebook page, and you've got a few dozen or maybe a few hundred "fans". You see the notices to "boost" your posts, but every time you have tried it, it didn't work, or you haven't even tried. This Workshop will help you understand and use facebook strategically for your non-profit.
We will walk you through how to look at your "insights"
Offer helpful tips on when to post, how to schedule posts,
Show you where to find what kind of posts get the greatest engagement,
And we'll talk about how and when to boost your site or your posts for maximum value for minimum dollars.
This is a beginners workshop, but will assume that you have managed facebook for a non-profit organization, and are familiar with the interfaces.
About the presenter:
Katherine Cleland owns and operates Cleland Marketing, a small business that develops customized marketing for profit and growth strategies for Small Businesses. She has been creating successful campaigns in Facebook for 12 years for her many clients, and now runs facebook pages for more than a dozen small and medium businesses, including several nonprofits. Cleland Marketing focuses on technology, cleantech, and high tech businesses. She is also an advisor to the University of Washington Comotion CGF program, helping PI's define their marketing strategies.
Ms. Cleland has presented seminars on marketing at the Shoreline Lunch and Learn, Oregon State Austin Family Business Conference, Linn Benton Community College, Corvallis Chamber of Commerce, and The WNHS Micro-business program and the BEC Business Boot camp. She is a relatively recent transplant to Seattle.
This presentation walks you through the process of creating a social media strategy for any organization with limited resources. Learn how to best leverage your time spent on social media outreach and achieve your organization's goals.
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...Julia Campbell
Are you thinking about entering the world of social media for your nonprofit but not sure where to start? Do you wonder how it can make a difference to your organization? Or have you started out in the world of blogs, Twitter and Facebook but you’re not sure which tools and approaches are right for you? Are you concerned about time management and how much it will all cost?
When it comes to communication strategies, many nonprofits tend to stay in familiar, one-way marketing terrain – static websites, direct mail appeals, and print newsletters. However, the explosive growth of social media marketing tools offers an interactive way for nonprofits to build community and raise funds and awareness like never before.
Whether you already use social media in your nonprofit’s development plan or you’re new to the game, this presentation is for you. We will cover 10 highly successful social media habits of nonprofits, the “rules of the road” in social media for nonprofits and answer the big question – why do it at all?
A workshop designed to help nonprofits explore strategic approaches to social media - both via exposure to different techniques and by using the ARM best practices and the FIG strategy stages.
Social media & strategy for nonprofits: Spirit & PlaceBohlsenPR
Social media training slideshow for partner organizations participating in Spirit & Place Festival, 2011 "The Body"
Strategy and best practices for nonprofits
Your organization has a facebook page, and you've got a few dozen or maybe a few hundred "fans". You see the notices to "boost" your posts, but every time you have tried it, it didn't work, or you haven't even tried. This Workshop will help you understand and use facebook strategically for your non-profit.
We will walk you through how to look at your "insights"
Offer helpful tips on when to post, how to schedule posts,
Show you where to find what kind of posts get the greatest engagement,
And we'll talk about how and when to boost your site or your posts for maximum value for minimum dollars.
This is a beginners workshop, but will assume that you have managed facebook for a non-profit organization, and are familiar with the interfaces.
About the presenter:
Katherine Cleland owns and operates Cleland Marketing, a small business that develops customized marketing for profit and growth strategies for Small Businesses. She has been creating successful campaigns in Facebook for 12 years for her many clients, and now runs facebook pages for more than a dozen small and medium businesses, including several nonprofits. Cleland Marketing focuses on technology, cleantech, and high tech businesses. She is also an advisor to the University of Washington Comotion CGF program, helping PI's define their marketing strategies.
Ms. Cleland has presented seminars on marketing at the Shoreline Lunch and Learn, Oregon State Austin Family Business Conference, Linn Benton Community College, Corvallis Chamber of Commerce, and The WNHS Micro-business program and the BEC Business Boot camp. She is a relatively recent transplant to Seattle.
The first in our Tech Assessment Program for nonprofits, this hands-on workshop focused on moving from strategy-creation to learning social media tactics.
An overview of social media for nonprofit organizations including social media statics use statitics, the basic tools available and how nonprofits can leverage social media for social good.
Community Training Institute Presentation - Social Media Level 2Cooper Koch
Presentation about social media to made to staff members from various nonprofit groups in Dallas-Fort Worth who attended the annual Community Training Institute conference. This was the second of two presentation made at the conference on the topic of social media - the first being a very basic intro/overview, and this one, with some more advanced advice and examples.
Social media for nonprofits, including on your GlobalGiving project page. This presentation has some background on social media, how it's used in daily life, some best practices, but also some strategic planning suggestions.
#GivingTuesday this year will be on December 1, 2015. The movement was started by philanthropists in 2012 as a way to help nonprofits raise money by piggybacking on the energy of the holiday shopping season. #GivingTuesday is always on the first Tuesday after Thanksgiving.
Charities, donors, businesses, and community groups are encouraged to use the hashtag to promote philanthropic giving among friends, family, and co-workers.
In this presentation delivered by Erica Klinger (The Seattle Foundation), Michelle Johnson (Legal Voice) and Sarah MacDonald (Legal Voice), you will learn how to plan the best #GivingTuesday crowdfunding campaign for your organization.
This presentation is hosted by 501 Commons and SeaTech4Good.
Social media marketing strategy for churchesDunham+Company
Presented on September 29th, 2010 at the Kingdom Agenda Conference in Dallas Texas. Presentation gives a basic overview on Social Media and a plan for how churches should approach it, along with specific applications to engage with people and a list of tools to use.
Less broadcasting, more engagement! This presentation includes best practices and NGO examples of Twitter profiles, understanding who sees your @ messages, Twitter tools, examples of engaging practices by nonprofits, understanding Twitter influence, and theories of engagement.
In the age of information overload, having a social media measurement practice is the key to successful execution of your social strategy. This presentation, presented at Social Media for Nonprofits, covers what data points tell you that your community cares and is willing to take action, a methodology to figuring what data is relevant to your outcomes, where to find the metrics that matter, and why setting up the right metrics can make the difference between knowing that people visited a page on your website, and if your social media actions sent them there.
The first in our Tech Assessment Program for nonprofits, this hands-on workshop focused on moving from strategy-creation to learning social media tactics.
An overview of social media for nonprofit organizations including social media statics use statitics, the basic tools available and how nonprofits can leverage social media for social good.
Community Training Institute Presentation - Social Media Level 2Cooper Koch
Presentation about social media to made to staff members from various nonprofit groups in Dallas-Fort Worth who attended the annual Community Training Institute conference. This was the second of two presentation made at the conference on the topic of social media - the first being a very basic intro/overview, and this one, with some more advanced advice and examples.
Social media for nonprofits, including on your GlobalGiving project page. This presentation has some background on social media, how it's used in daily life, some best practices, but also some strategic planning suggestions.
#GivingTuesday this year will be on December 1, 2015. The movement was started by philanthropists in 2012 as a way to help nonprofits raise money by piggybacking on the energy of the holiday shopping season. #GivingTuesday is always on the first Tuesday after Thanksgiving.
Charities, donors, businesses, and community groups are encouraged to use the hashtag to promote philanthropic giving among friends, family, and co-workers.
In this presentation delivered by Erica Klinger (The Seattle Foundation), Michelle Johnson (Legal Voice) and Sarah MacDonald (Legal Voice), you will learn how to plan the best #GivingTuesday crowdfunding campaign for your organization.
This presentation is hosted by 501 Commons and SeaTech4Good.
Social media marketing strategy for churchesDunham+Company
Presented on September 29th, 2010 at the Kingdom Agenda Conference in Dallas Texas. Presentation gives a basic overview on Social Media and a plan for how churches should approach it, along with specific applications to engage with people and a list of tools to use.
Less broadcasting, more engagement! This presentation includes best practices and NGO examples of Twitter profiles, understanding who sees your @ messages, Twitter tools, examples of engaging practices by nonprofits, understanding Twitter influence, and theories of engagement.
In the age of information overload, having a social media measurement practice is the key to successful execution of your social strategy. This presentation, presented at Social Media for Nonprofits, covers what data points tell you that your community cares and is willing to take action, a methodology to figuring what data is relevant to your outcomes, where to find the metrics that matter, and why setting up the right metrics can make the difference between knowing that people visited a page on your website, and if your social media actions sent them there.
A deck I presented in 2011 at an AMA meeting along w/ Ramsey Mohsen & Chris Kovac. Social media, influencer relationship management, American Marketing Association
Social Media for Solopreneurs and Small BusinessesJaclyn Mullen
In this presentation, Jaclyn Mullen Media walks you through the very basics you need to regain control of your social networking so that your efforts can be managed in the proper amount of time while also being measurable and successful.
Susie Bowie (Community Foundation of Sarasota County) and Tina Arnoldi (Coastal Community Foundation of South Carolina) designed and presented this fun and interactive session at the Council on Foundation's Fall Conference for Community Foundations in Charlotte, NC. Join the ride!
This presentation was given at the Community Foundations conference on 9/14/10. A lot of the information about social media strategy and ROI is useful for anyone.
My Boss Doesn't Get It - How Social Media is Changing the Way We Communicate ...Carie Lewis Carlson
This presentation was done by myself and my boss at Convio Summit 2010 in Baltimore. We talk about how to sell social media internally as well as how to integrate it into your existing communications channels like your website and email program.
My Boss Doesn't Get It - How Social Media is Changing the Way We Communicate ...
Social Media in Animal Welfare (Michigan Animal Welfare Conference 2009)
1. Social Media in Animal Welfare
Carie Lewis
Director of Emerging Media
The Humane Society of the United States
2. My name is Carie,
and I’m a social networking addict.
We have a team of 6. How do we know how to talk to these people? We are these people!
3. FACT: The way we communicate
is changing. It’s not a fad.
We must adapt by:
Having a presence in places where people are.
Finding new ways to engage our existing supporters
where they are.
Recruiting new supporters, donors and advocates
where they are.
Giving people a way to show they support us –
where they are.
Giving people an easy way to recruit friends, f
amily, and strangers where they are.
Memos > email > instant messaging > text messaging > Facebook > Twitter > ?
4. Social Media 101
Why this TOO?
Website Social network
One way communication Two way communication
Content generated in house Content generated by users
Organization’s voice People’s voice
Talking to people Talking with people
Marketing Conversations
Expect information Expect interaction
Social networking has revolutionized the way we communicate and share
information with one another in today's society.
5. Our Strategy
• Stay on top of latest trends
• Research new opportunities
• Train staff
• Have guidelines
• Take an integrated approach
• Measure everything!
• Showcase successes
• Listen
• Don’t be afraid to fail
• Learn from mistakes
13. What Shelters Are Doing
Using social networks to:
• Recruit new volunteers
• Engage existing volunteers
• Solicit donations
• Showcase adoptable animals
• Recruit new supporters
• Engage existing supporters
• Build email list
• Recruit event participants
• Cover past events
• Educate the public
Check out what Central Oklahoma Humane Society is doing: http://www.okhumane.org/
14. Success is no longer just about
how many friends you have.
Do those friends do what you want them to?
• Sign advos and petitions
• Donate
• Recruit friends
• Re-post your content
• Subscribe to your email list
You won’t know unless you measure and evaluate.
15. How do you measure success?
Unique URLs (source codes)
– Advo links in blogs and bulletins
– Advo links in banners and badges
– Donation links
Click through & conversion rates
Statistics
– # of visitors and page views to quantify exposure
– Time spent on site or page to measure engagement
– Top pages and keywords to define interests
– Referring sites to find out where people are
RSS feeds (buzz)
Friend request / commenting trends in relation to other activities
16. …it’s not just about the money.
We started with
traditional metrics
Got the buy-in
Now tracking
social media
metrics
17. Don’t just tell them about it: get them involved!
Aggressive: CEO on Facebook,
Executive VP on Twitter
Passive: Communications SVP
Twitter via iPhone RSS Feed
Speaking of Buy-in…
18. Resources
We started out with 1 person.
Now:
New branch of Online Communications
Department called “Emerging Media”
• Director of Emerging Media (project manager)
• Emerging Media Manager (online volunteer
program)
• Emerging Media Specialist (brand monitoring)
• Social Media Specialist (Facebook, MySpace)
• Internet Marketing Specialist (ads, SEO, analytics)
• 4 virtual interns
• street team
• several furry office mascots
19. Show results:
Twitter link on Press Releases = 300 new followers in one day
Sharing functionality on web stories = addthis now a top referrer
# new emails, donations via unique URLs (source codes)
Setting goals on # friends, followers (they get really excited!)
Leads to:
Social media links on homepage and emails
Increased resources and interest
Internet Communications Code of Conduct
Guest Tweeters in PR, Campaigns, Emergency Services
21. It takes time to
filter through them
all but is worth it.
Many people refer
to us as “the
humane society”
Many tweets are
about local
humane societies
but also makes for
good retweets,
referrals, and
relationship
building
We monitor all mentions of “HSUS” and “humane society”
22. At the very least..
You should have Google Alerts
and Tweetbeep notifications
or an RSS feed from Twitter Search
for your brand name.
Why the focus on Twitter?
Twitter is the most real-time
account you have of what people
are saying about you.
23. What if I’m a smaller business /
organization?
These same principles can apply
People talk (a lot) on a local level.
Follow interesting hashtags and
memes!
Start your own!
24. “Umbrella approach”
Facebook Fan Page
for businesses, organizations, public figures
official HSUS presence – only one
Facebook Groups
organized by interest
each state / campaign can have one
Facebook Causes
for specific movements
each state / campaign can have many
Facebook Profile
a real person
each person has one – but only one
HSUS Facebook Structure
28. Employees can be your best brand advocates.
28
• Have a social media policy so they know
what they can and can’t do. Focus on the
CAN.
• Bring web-savvy employees
into the process
• Incorporate social media into
everyone’s job
• Help them understand privacy
settings and learn the tools
• Address anonymity and personal
profiles
The time to have a social media policy is NOW.
29. Facebook Privacy
Dual accounts are a violation of
Facebook’s Terms of Service
Use Friend Lists to organize
Categorize friends based on
what you do (or don’t) want
them to see
Set up friend lists > set privacy
settings > set search settings
30. Communications Guidelines
Develop guidelines for participating in
online conversations.
Answer questions like:
• Can I start my own Facebook or
Twitter page?
• Can I post a comment on a news
story covering one of my issues?
• What do I do when I see the HSUS
being unfairly criticized online?
• Do I need to let someone know if I
comment somewhere?
31. NEVER post something you wouldn’t want
on the front page of the New York Times!
(Or something you wouldn’t want your mother or boss to see!)
My advice to employees
32. How To Get Started
#1 - Decide if you’re ready.
You are ready if:
• You have the time and resources to invest in getting started.
• You’ve gotten over the fear of losing control of your message.
• You are okay with opening the door to criticism.
• You know how to measure your success.
• You can get around approval processes
• Your organization is ready to integrate social media into other activities
• You’ve got buy in from the top – down.
#2 – Google yourself.
See where other s have already established a presence for you:
• MySpace profiles and groups
• Facebook Fan Pages, Groups, Causes, and other Apps
• Blogs, Youtube, Flickr
33. #3 – Assign resources.
• Get a volunteer, intern or existing staffer
• Young, internet savvy, on social networks ALREADY! SO
important
#4 - Pick one venue and build it up
• Take what you learn and expand to other networks
• Repurpose your Flickr, YouTube content on MySpace, Facebook
#5 – Track your successes (and failures!)
• Referring stats for visitors from your website
• Source codes for conversions from your CMS
• Friend and commenting trends from the networks
You don’t need a fancy stats or CMS program. Google Analytics is free!
35. Social media can be OVERWHELMING.
.
“If you’re working for the weekends, your shit is BROKE.
Do what you LOVE!” -@garyvee #sxsw
36. 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
HSUS Networks: humanesociety.org/connect
Editor's Notes
Agenda
Social media 101
Where we are
Where shelters are
What shelters are doing
Measurement
Buy in & resources
monitoring
FB Elements and our structure
Guidelines
Privacy
How to get started
Best practices
How many of you are on Facebook? Twitter? For your org?
We have to accept the fact that some people will never go to our website or join our email list. We must adapt by having a presence where people are, and where they want to be communicated with.
Social networking should not be looked at as replacing your website. Email is still our strongest driver in terms of response. It should be a part of your overall communications – email, website, web / print ads.
Shelters are in the same places larger nonprofits are.
done by volunteers!
http://youtube.com/watch?v=7A1jzNlOX4Q
Add banners for your supporters to place on their own networking pages (“I adopted my cat from XYZ SPCA”)
Use the calendar to promote your events
Blog about what’s going on in your shelter
Put a link to donate, adoptable pets, adoption procedure, and your website
Put your contact info prominently on the page
Make a video of a tour of your shelter
Ask people to tell you their adoption stories and send photos
Create a slideshow of successful adoptions
Examples:
http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=72469270
http://www.myspace.com/laspca
http://www.myspace.com/ahs40342
Tangible Outcomes:
We’re obtaining original content
We’re increasing our email file
We’re raising money
We’re recruiting new donors
We’re recruiting members, fans, friends
We’ve created a “FB responders” bucket
Intangible outcomes:
We’re raising awareness about our issues
We’re engaging people to participate in the issue
We’re generating discussions on our issues
We’re receiving buy-in from the top
We’re earning recognition, media attention, and buzz
Your Name
Acronyms
Prominent staff
Current campaigns
Competition
Detractors
Influencers
Email notifications
Tweetbeep
Google alerts
RSS feeds
Technorati search
Twitter search
Special software
Radian6
Filtrbox
Put all of your friends into a friend list
Start with Family, Friends, Work
Go to Friends > All Friends > Create New List
Then arrange
Go to Settings > Privacy Settings > Profile
Go through each setting and choose “customize”
Under “except these people” choose the friend list you want to exclude for a certain section of your profile.
Go to Settings > Privacy Settings > Search
Set if you want people to be able to find you in Facebook’s search engine.
Set what items people can see about you when they click on your name and are not your friend
Set if you want Google to include your profile in search results
Case challenge and microsoft challenge – not for little orgs – remember all case challenge winners were small orgs with awesome grassroots efforts!
Stop digfighting cause – right time, right place – raised $20k for pit bull rescue group
It’s about integrating into all your online activities (web, blog, ads, email)
We must not ignore traditional channels, but embrace the new ones
and fit these channels into our overall communications strategies.
Social Networking is not a silver bullet.