the secrets of mastering social media to build brand, find new supporters, and deliver an effective...

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, HJCLaisie.Tu@hjcnewmedia.com

Misty MeeksOnline Communications Manager, WSPA CanadaMeeks@wspa.ca

Susan HalliganMarketing Director, NYPLSusan_Halligan@nypl.org

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

SMM @NYPL

April 2010

Susan HalliganMarketing Directorsusan_halligan@nypl.org@srhalligan

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The Shift from Traditional to Digital

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NYPL

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http://www.nypl.org/

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Social Media Strategies

Footprint: from hard to reach

30

to everywhere

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Social Media Strategies

31

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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

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Fast Facts

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• 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• 32,600 Followers• Fastest growing• 35 staff w/access• Real-time: live tweeting• Customer Service• Hashtags (#asknypl,

#reading)• November 2008

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RIP J.D. Salinger

3628

1000+ New Twitter Followers in 3 Days

308

555

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NYPL eNews

37

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nypl.org Integration

38

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Measurement Tools

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•Subscribers, Fans & Followers

•Clicks

•Website visits

•Views

•Interactions

•October 2009

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Working Group

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ListenReevaluate

Measure

CuratePublishEngage

CollaborateStrategize

MeetMonthl

y

NYPL Community

Dedicated Staff

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Intangible

• Brand visibility and relevance

Tangible

• Inbound links to website

• Search engine rankings

• Brand transparency

• Dialogue

• Gauge pulse

• Combat

Benefits

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• 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

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Any Questions?

#TP2010@hjcnewmedia

@NYPL@WSPA