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Presentation from hjc’s free webinar day, Turning Point 2010
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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
Are you tweeting today?
#TP2010Follow us at:
@hjcnewmedia@NYPL@WSPA
Who’s Presenting?
Laisie TuOnline Media Coordinator, [email protected]
Misty MeeksOnline Communications Manager, WSPA [email protected]
Susan HalliganMarketing Director, [email protected]
Overview
• Introductions• Social Media: What’s Next?• Lessons from WSPA by Misty Meeks• Lessons from NYPL by Susan Halligan• Questions
2009 was about learning Social Media. 2010 will be about figuring out how to use it well.–Jason Falls, Social Media Strategist
Nobody shops at a cocktail party. - Brett Hurt, Bazaarvoice
X
XWhat can you say that is of value to me?
Don’t put all your eggs in ONE basket andDon’t put all your eggs in EVERY basket
Social Media for Nonprofits
• 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”
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?
How does it work?Real-life Application
HJC
Identify Need
Survey
Training Workshop
Week-by-week Plan
Co-Manage
Additional Tools
• Act.ly – tweet-based petitions• Twibbon• Directories• Search.twitter.com• Twitter Clients
– Hootsuite, CoTweet, Tweetdeck
Social Media @WSPA
World Society for the Protection of Animals
• One International Lead (25-35%)• Several Regional Managers (10-15%)• Intranet • Skype • Email• Annual Meetings
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
World Society for the Protection of Animals
YAY for INTEGRATION!!!
World Society for the Protection of Animals
Social media lifted response by 6%!
World Society for the Protection of Animals
YAY for
EXPERIMENTATION!!!
• Campaign Parameters• Targeting• Topic• Imagery • Call to Action • Tools & Tactics • Integration • Promotional Tactics
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
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
Gaining buy – show results
World Society for the Protection of Animals
Social media provides a platform
where our supporters can self-organize. Over 600K
impressionsgenerated on Twitter alone as
aresult of WSPA & Haiti.
50% of the donations we brought
in for #Haiti disaster relief were
from new donors.
Our social media network hashelped bring about real change
foranimals.
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
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
eCommunications & Social Media27
The Shift from Traditional to Digital
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eCommunications & Social Media29
NYPL
29
http://www.nypl.org/
eCommunications & Social Media
Social Media Strategies
Footprint: from hard to reach
30
to everywhere
eCommunications & Social Media
Social Media Strategies
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
eCommunications & Social Media33
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
eCommunications & Social Media35
eCommunications & Social Media
RIP J.D. Salinger
3628
1000+ New Twitter Followers in 3 Days
308
555
eCommunications & Social Media
NYPL eNews
37
eCommunications & Social Media
nypl.org Integration
38
eCommunications & Social Media
Measurement Tools
39
•Subscribers, Fans & Followers
•Clicks
•Website visits
•Views
•Interactions
•October 2009
eCommunications & Social Media
Working Group
40
ListenReevaluate
Measure
CuratePublishEngage
CollaborateStrategize
MeetMonthl
y
NYPL Community
Dedicated Staff
eCommunications & Social Media41
Intangible
• Brand visibility and relevance
Tangible
• Inbound links to website
• Search engine rankings
• Brand transparency
• Dialogue
• Gauge pulse
• Combat
Benefits
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?
eCommunications & Social Media
Follow NYPL
• nypl.org/enews
• facebook.com/NewYorkPublicLibrary
• twitter.com/nypl
• flickr.com/photos/nypl
• youtube.com/NewYorkPublicLibrary
4343
Any Questions?
#TP2010@hjcnewmedia
@NYPL@WSPA
