harness racing congress 2013
TRANSCRIPT
Carie Lewis Deputy Director, Online Communications
[ The Revolution Will Not Be Televised.. ]
“I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're
legit, I'll be sending a donation. Thanks for the work you do.”
– Posted to our Facebook Page wall, January 2010
[ Just a Fad? ]
[ By The Numbers ]
• 1.6 million Facebook fans• 180,000 Twitter followers• 129% growth rate on Facebook from ’11-’12• $500,000 raised on Facebook (lifetime at the end of 2011)• Over 200,000 actions taken on Facebook in 2012• All positions in social media have been paid for by
Facebook fundraising.
Integration and engagement are the keys to our growth and success in social media.
[ How We’re Structured ]
Carie LewisDirector of Emerging Media
Strategy and project management
Ellen PascaleSocial CampaignerSocial media technical
Sarah ButlerOnline Ad Coordinatoronline advertising
Sarah BarnettSocial CommunicationsManagertalking points and PR
Anne HoganCommunity ManagerPosting and engagement
Online Volunteers
Teddy, Bella, and MaxDogs of Emerging Media
Emotional Support
Emma WilliamsEmerging Media Intern
[ How We Use Them Differently ]
Where our constituents are
For customer service and relationship building
but is our action oriented community
People talk about us here
A customer service and relationship building tool
Tweets are split between being a news source and engaging with audience
[ How Social Media Works at HSUS ]
• The HSUS Twitter and Facebook pages are maintained by Comm• Social media is a small part of everyone’s job, but we are the gatekeeper • Over 100 presences on Facebook in addition to our Fan Page• Monthly Social Media Working Group for admins • All Admins must sign anadmin contract• No social media policy for employees but hold quarterlyprivacy trainings• Read industry publications and participate in networking events to stay ahead
[ How We Operate in Social Media ]
• Answer everyone who comes to us with a legitimate question or concern• Do not use tools to schedule or post •Monitor every public mention of HSUS• Facebook response time = under 2 hours, Twitter = 30 minutes.• Don’t delete comments unless they violate our commenting policy• Very selective about what we post • Every post must provide fans some kind of value or benefit. • Never post more than once a day unless there is breaking news.• Social media is no longer an
afterthought – its integrated
[ Our Social Media “Philosophy” ]
By providing our fans what they want like:
• fun contests• polls asking for their opinion• listening to feedback on posts• answering every question• Show ways to make a difference• other engagement opportunities
We believe they will feel enough of aconnection with the brand to do what we ask such as:
• donating• taking action• filling out a form• Answering a question• RSVPing to an event
[ But Perhaps Most Importantly…]
We don’t measure success by # of fans or followers.
“…that’s so myspace.” –C. Lewis
[ Goals ]
Our goals in using social media are: advocacy, fundraising, providing customer service, and increasing brand sentiment online by
promoting the good work of the organization.
Customer service & engagement Interest & trust
Positive connectionto the brand
Better chance of becoming a member
More likely to share our content
Everything we do online is tied to advocacy and fundraising – social media is no exception.
[ What Matters? ]
The Like or Follow is the beginning of the relationship between you and a fan,
not the end.Ask yourself:• Do those people do what you want them to do? (tie to goals)• How can you get them to do it? (think like a user)• How are you making it a valuable community for both you and
your fans? (be selective and creative)• How will you get them to come back? (engage)
You must be relevant, interesting, concise, responsive, and provide value to your fans.
• # of actions taken• # of donors• Amount of donations*• # of new names to file• Customer service wins• Sentiment %• Growth rate• Most popular content• # mentions• Notable mentions
[ What We Measure ]
*both from Facebook Causes and sourced from our website
[ Measuring and Showcasing the Intangibles ]
Our Weekly Social Media Mentions Report showcases notable mentions about our brand in social media.
Includes mentions from: • Supporters/members/fans• Other organizations• Companies• Celebrities
Sent to executives to showcase intangible benefits from social mediaas well as give them an insight of what’s buzzing online that week related to our brand.
[ We are Serious About Social Monitoring. ]
Use Tweetdeck and Google Alerts (free) or purchase a social CRM like SmallAct, Spredfast
Why it works: When someone is talking about you, you can respond and give them the info they need, like help with their donation or clear up misinformation. Or, you can anticipate hot-button issues.
[ Convert Fans to Constituents! ]
- Bring all your asks inside Facebook- Give them options.- Use explicit call to actions.- Answer and thank everyone.- Allow comments but have a policy
and monitor your page.- Ask people to share immediately after they take action or donate.- Don’t dismiss custom tabs yet.- Use Promoted Posts to your fans.- Close the loop on previous posts.- Make it personal – tie it to them.
[ Final Thought ]
#SMWES // @cariegrls
“Social media is free….
free like a puppy.”
