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You've heard the buzz around how nonprofit organizations and corporations are using social media for social good. Now hear from the "real housewives of social media" who are driving successful online campaigns, as well as others who are helping lead the social media revolution. Takeaways: 1. How organizations have used social media successfully to further socially conscious efforts 2. The top tips organizations should know when preparing to start using social media 3. Real-life case studies on using social media successfully to achieve nonprofit goals
Citation preview
The Real Housewives of Social Media
Beth Kanter @kanter
Carie Lewis @cariegrls
David J Neff @daveiam
Jordan Viator @jordanv
Why a Good Recipe is Important
58% Give35.9M donors$796 yr/avg4.2 charities$35.9 B/yr
56% Give28.5M donors$341 yr/avg3.6 charities$28.6 B/yr
67% Give52.2M donors$901 yr/avg5.2 charities$47.1 B/yr
79% Give30.8M donors$1066 yr/avg6.3 charities$32.7 B/yr
Source: Next Generation of American Giving Study www.convio.com/nextgen
Online Habits by GenerationGen Y70%
49%
25%
16%
49% Mobile phone only
Boomers29% (reg)
60%
17% Texters
47% eNewsletters
55% Bank online
Gen X56%
30%
13%
11%
27% Facebook mobile app
Matures17% (reg)
50%
5% Texters
48% eNewsletters
34% Shop online
Source: Next Generation of American Giving Study www.convio.com/nextgen
Solicitation Channel (From charities/nonprofits with established relationship)
% say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE
84% 87% 89% 82% 76%
77% 77% 79% 74% 77%
65% 76% 69% 60% 51%
47% 69% 60% 38% 17%
42% 51% 42% 39% 34%
23% 38% 25% 16% 13%
Source: Next Generation of American Giving Study www.convio.com/nextgen
StrategyToolsMeasurementSpecial
Ingredients
Time to Get Advanced
• MONITOR • RUN BOLD CAMPAIGNS• ADD VIDEO• FUNDRAISE
By the year 2005, Americans will spend more time on the Internet than watching network television and videocassette rentals will have been replaced by easily available video-on-demand services.”
- Nicholas Negroponte (1995, The Future of News)
A Kitchen full A Kitchen full
of Toolsof Tools
1. Fish where the fish are.
2. Use tools that make sense for your audience.
3. Know that there’s no “one size” fits all plan
4. Map tools to your strategy
Four Things to Remember About Your Tools
Extensive Networking | Sharing of Personal Interests | Interconnecting Groups | Ability to share content
with different groups
Human Voice | Real Experiences | Newsworthy | Forum for Extensive Feedback | Empowers Supporters to Engage,
Share
Microblogs
Real Time | Bite Size Pieces of Information | Links to Relevant News, Updates | Collaboration
Safe Area for Select Group | Private or Open | Discussions | Forums | Sensitive Information | Questions, Answers |
Support
Powerful storytelling | Content to easily share, embed | Tap into Emotions | User Generated Content
Measurement Tips for Social Media Housewives
Beth Kanter, CEO Zoetica
Carie LewisDirector of Emerging MediaThe Humane Society of the United States
@cariegrls // @humanesociety
And now, for the “secret ingredient”….
What’s the secret ingredient you ask?
DRAMA. And being prepared for it.
Why? This could happen to you.
Social Media Storm Survival Tips
Tip #1: There will always be haters. Deal with it.
If you aren’t thick – skinned enough to read all the negativity,Find someone who is.
If staffing is an issue, find interns and web-savvy staff
Tip #2: Identify the usual suspects and DNFFT.
Keep a running list of haters and their handles / blogs so you know who they are when they pop up.
Some people you can turn around, but some people you can’t.
Identify these people quickly.
Know when to respond and when not to - pay attention to tone and influence
Tip #3: Build a monitoring system that works for you.
No org can afford to ignore what’s being said about them.
Brand monitoring is NOT a 9-5 job (in fact, planned attacks are usually after hours or on the weekends) so you must have a system in place.
• Dual monitors with Tweetdeck• Tweetdeck for iPhone• Tweetbeep and Google Alerts• Hootsuite / CoTweet• Text messages•“As it happens” Email alerts• Weekend “on-call” schedule• RSS feeds • Monitoring software (Radian 6, Filtrbox)• Management software (Hootsuite, CoTweet)
Tip #4: Make your commenting policy known. And fair.
We often get accused of deleting comments and members from the oppositionon our Facebook Fan page.
If you delete something, tell your fans and tell them why.
We only delete posts with profanity, spam, personal attacks, or misinformation.Simple disagreements are kept to preserve transparency.
Don’t be afraid to use blocking features – common practice.
Tip #5: Stay on top of the latest trends so you’re prepared for the next big thing.
Tip #6: Take the time to get staff and exec buy in.
Don’t just show them your fan page, get them one.
Get them using the tools if they are the least bit interested.
If not, try a more passive approach like setting up a daily digest of yourTwitter feed to their email
That way, when you find yourself in a Social Media Storm and in need ofhelp / support / additional resources – they will understand (more on that later…)
Tip #7: (and maybe the most important) Be proactive.
Take the time to build up a fan base and build trust with them so they’llCome to your defense in time of an attack
Follow and participate in hashtags / memes, and create your own
Retweet / comment back often
Follow people who mention you
Answer all incoming questions
It’s ok (not creepy) to respond to people who aren’t followingYou but that you’re monitoring. You can make good friendsThat way!
Turn these people into ambassadors, interns and employees!
Track number of mentions, comments, blog posts, and followers over time. The goal is to get more people talking about you!
Tip #8: Have a response process in place
We have a process in place with our online and PR teams:• Monitor sites in real-time, all day, every day• Evaluate what is necessary to respond to• Develop a response with PR• Deliver the response via the medium it was generated• Monitor the conversation following and engage as necessary• Alert everyone in the daily news meeting
Don’t take it personally. Always be respectful but don’t beAfraid to show some personality.
BREATHE. Get up and take a walk before you respond.
If you find yourself in a Twitterstorm
•Listen to the what — and to the who.
• It's OK to say, "We don't know.“
• Address the crowd where it's gathered.
• Tone matters.
• Explain how you'll address the specific issue
• Talk about what you’ll do to prevent it from happening again
Transparency & open communication
Have a company policy – you may think its common sense… it’s not!
http://www.facebook.com/home.php#/note.php?note_id=102600213661
Crisis CommunicationsIt’s not new. Just add social media to it.
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
Thank you!
Carie LewisDirector of Emerging MediaThe Humane Society of the United States
Email: [email protected]: http://www.linkedin.com/in/carielewisTwitter: @cariegrlsBlog: cariegrls.blogspot.com
• Pick the right outcome to measure• Track the entire funnel• Use An Egg Timer To Track Your Time• Test Your Recipes • Seasoned to Taste
Measurement Tips, Tricks, and Tools
KD Paine
1. Pick the Right Outcome To Measure
Objective, Audience, Strategy, Tactics …
Identify the most important metrics to measure it!
Well, maybe not
dead
2. Track The Whole Funnel
http://bit.ly/beth53
Seed: Twitalyzer to identify Influencers
# followers # unique references Frequency RT you Frequency RT others Relative frequency updates
Seed: Social Network Analysis Tools
An “impression” is counted whenever a follower sees a tweet. (#tweets x followers)
The “total followers reached” is a sum of all the followers of the people tweeting. It does not remove duplicates
Attention: Leverage Twitter API
Engagement: What the Hashtag Tweets
Engagement: Bit.ly for Click Thrus
Conversion Event: Those who click on the donate linkConversion Goal: The percentage of who clicked through from blog post or Twitter to Causes Donation page
Conversion: Donations, Sign Ups, Etc
3. Use An Egg Timer To Track Your Time
ADOLAS
Oh Look, A Squirrel!
Squirrel!
4. Use a Test Kitchen
5. Seasoned to Taste
• Pick the right outcome to measure• Track the entire funnel• Use An Egg Timer To Track Your Time• Test Your Recipes • Seasoned to Taste
Measurement Tips, Tricks, and Tools
Squirrel!
FROZEN PEA FUND + TWITTER = FINDING A CURE FOR BREAST
CANCER
Free the Kids – The Final Dish
Girl2Woman Tasty Takeaways
1. Facebook beat Twitter in getting people to take action
2. Entering emails for tell a friend is hard. • Contact import would have been useful for people entering friends’
emails
3. Listening BEFORE the campaign was crucial • Allowed them to get message, tactics and outreach right at launch
4. INTEGRATE social media with traditional outlets • Facebook fans= good.
• Facebook fans with email addresses = great!
5. Tapping into influencers online is powerful• Nicholas Kristof of the NYT tweeted Girl2Woman
to his nearly 1M followers which helped raise web
traffic and visibility
IHOP = WIN
We launched a Facebook campaign asking our fans to post messagesTo IHOP on their fan page asking them to go cage free.
IHOP stated that the social media response was the strongest method.
In 3 months, they came to an agreement to phase in cage free eggs.
Yellow Fail and the Pilot Fiascoes
Recently, we fell victim to the very strategy that influenced IHOP to change.
A corporate front group launched a campaign against us to knock offSome of our corporate sponsors.
Although it was a smear campaign, they used social media to obtainTheir victory.
Thank you!