Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Harness Racing Congress 2013
1. [ The Revolution Will Not Be Televised.. ]
Carie Lewis
Deputy Director, Online Communications
2. [ Just a Fad? ]
“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
3. [ 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.
4. [ How We’re Structured ]
Carie Lewis
Director of Emerging Media
Strategy and project management
Anne Hogan Ellen Pascale Sarah Barnett Sarah Butler
Community Manager Social Campaigner Social Communications Online Ad Coordinator
Posting and engagement Social media technical Manager online advertising
talking points and PR
Teddy, Bella, and Max
Emma Williams Dogs of Emerging Media
Emerging Media Intern Online Volunteers Emotional Support
5. [ How We Use Them Differently ]
People talk about us here Where our constituents are
A customer service and For customer service and
relationship building tool relationship building
but is our action oriented
community
Tweets are split between
being a news source and
engaging with audience
6. [ 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 an
admin contract
• No social media policy for
employees but hold quarterly
privacy trainings
• Read industry publications
and participate in networking
events to stay ahead
7. [ 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
8. [ 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 a
connection with the brand to do
what we ask such as:
• donating
• taking action
• filling out a form
• Answering a question
• RSVPing to an event
9. [ But Perhaps Most Importantly…]
We don’t measure success
by # of fans or followers.
“…that’s so myspace.” –C. Lewis
10. [ 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
More likely to
share our content Positive connection
to the brand
Better chance of
becoming a member
Everything we do online is tied to advocacy and fundraising – social media is no exception.
11. [ 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.
12. [ What We Measure ]
• # of actions taken
• # of donors
• Amount of donations*
• # of new names to file
• Customer service wins
• Sentiment %
• Growth rate
• Most popular content
• # mentions
*both from Facebook Causes and sourced from our website
• Notable mentions
13. [ 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 media
as well as give them an insight of what’s
buzzing online that week related to our brand.
14. [ 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.
15. [ 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.
16. [ Final Thought ]
“Social media is
free….
free like a
puppy.”
#SMWES // @cariegrls
We do only have 45 minutes + maybe 10-15 minutes for questions, so I hope we can keep our discussion fast moving with a lot of good information. It'll be a panel style, but Rob will share some slides also.Social Media Panel – Sunday, March 3 - 10 a.m."The revolution will not be televised: The explosion of social media into racing's consciousness." The terms Twitter, Facebook and Linkedin are now heard in horseracing almost as much as Superfecta, sulky and shadow roll, but to what effect? Possible lines of questioning:Has racing sufficiently embraced social media technology?Have younger customers responded to our efforts, to date?What social media frontiers remain?Since our most loyal customers are thought to be between 55-years-old and dead, is social media the way to reach them (if not, what’s the alternative)?How do we acquire the technology and/or expertise to best exploit social media? Participants: Rob Key, CEO and Founder, Converseon.com, a leading full-service social media agency; Carie Lewis, Director of Emerging Media, the Humane Society of the United States; and Ray Paulick, Publisher, The Paulick Report. Moderator: Justin Horowitz, Regional Racing Marketing Mgr., Tioga and Vernon Downs. Once again, if you have not done so already, please send me your bio as soon as possible—to be used by the moderator to introduce you—and let me know if you need to show any PowerPoint slides or other visuals during the panel discussion.
Remember the fastest growing demographic on Facebook is 55 and older women.twitter breaking news when web stories and blogs are held upStill new, opportunity to set yourselves apart
we craft the message for the medium.Got buy in from executives early
Success is no longer just about how many friends you have.
There is just an added customer service / feedback loop componentWe also have social media-specific metrics which show growth
People on Facebook want to stay on FacebookSo they can engage however they are comfortablePeople are more likely to do things if you ask.You can still push people to them, we push people to our member magazine and it continues to bring people inPeople want to see how their time and money is making a difference. Show them by following up and closing the loop, and they’ll be more inclined to do it again when you ask.People want to stand for something, and what better way than to express themselves on Facebook in front of all their friends and family. Make it about them while tying to your brand.Create & participate in memesMake real world events socialBe timelyMake friends and cross promote – ellen example, paulwesley, kesha – draft tweets
It may not cost money, but it takes time and resources to do social media right in order to successfully tie it to your bottom line.