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

1. The Real Housewives of Social Media Beth Kanter @kanter Carie Lewis @cariegrls David J Neff @daveiam Jordan Viator @jordanv

3. Why a Good Recipe is Important 58% Give 35.9M donors $796 yr/avg 4.2 charities $35.9 B/yr 56% Give 28.5M donors $341 yr/avg 3.6 charities $28.6 B/yr 67% Give 52.2M donors $901 yr/avg 5.2 charities $47.1 B/yr 79% Give 30.8M donors $1066 yr/avg 6.3 charities $32.7 B/yr Source: Next Generation of American Giving Study www.convio.com/nextgen

4. Online Habits by Generation Gen Y 70% 49% 25% 16% 49% Mobile phone only Boomers 29% (reg) 60% 17% Texters 47% eNewsletters 55% Bank online Gen X 56% 30% 13% 11% 27% Facebook mobile app Matures 17% (reg) 50% 5% Texters 48% eNewsletters 34% Shop online Source: Next Generation of American Giving Study www.convio.com/nextgen

5. Solicitation Channel (From charities/nonprofits with established relationship) % say appropriate solicitation channel (rank ordered by very important –blue) Source: Next Generation of American Giving Study www.convio.com/nextgen 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%

22. 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

23. Extensive Networking | Sharing of Personal Interests | Interconnecting Groups | Ability to share content with different groups

25. Microblogs Real Time | Bite Size Pieces of Information | Links to Relevant News, Updates | Collaboration

26. Safe Area for Select Group | Private or Open | Discussions | Forums | Sensitive Information | Questions, Answers | Support

27. Powerful storytelling | Content to easily share, embed | Tap into Emotions | User Generated Content

28. Measurement Tips for Social Media Housewives Beth Kanter, CEO Zoetica

29. Carie Lewis Director of Emerging Media The Humane Society of the United States @cariegrls // @humanesociety And now, for the “secret ingredient”….

30. What’s the secret ingredient you ask? DRAMA. And being prepared for it.

31. Why? This could happen to you.

32. 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

33. 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

35. Tip #4: Make your commenting policy known. And fair. We often get accused of deleting comments and members from the opposition on 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.

36. Tip #5: Stay on top of the latest trends so you’re prepared for the next big thing.

37. 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 your Twitter feed to their email That way, when you find yourself in a Social Media Storm and in need of help / support / additional resources – they will understand (more on that later…)

38. 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’ll Come 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 following You but that you’re monitoring. You can make good friends That 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!

41. 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

42. Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: clewis@humanesociety.org LinkedIn: http://www.linkedin.com/in/carielewis Twitter: @cariegrls Blog: cariegrls.blogspot.com

44. KD Paine 1. Pick the Right Outcome To Measure Objective, Audience, Strategy, Tactics …

45. Identify the most important metrics to measure it!

46. Well, maybe not dead

47. 2. Track The Whole Funnel

48. http://bit.ly/beth53

51. Seed: Twitalyzer to identify Influencers # followers # unique references Frequency RT you Frequency RT others Relative frequency updates

52. Seed: Social Network Analysis Tools

55. 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

56. Engagement: What the Hashtag Tweets

57. Engagement: Bit.ly for Click Thrus

58. Conversion Event: Those who click on the donate link Conversion Goal: The percentage of who clicked through from blog post or Twitter to Causes Donation page Conversion: Donations, Sign Ups, Etc

59. 3. Use An Egg Timer To Track Your Time ADOLAS

60. Oh Look, A Squirrel!

62. Squirrel!

63. 4. Use a Test Kitchen

66. 5. Seasoned to Taste

70. Squirrel!

73. FROZEN PEA FUND + TWITTER = FINDING A CURE FOR BREAST CANCER

75. Free the Kids – The Final Dish

78. IHOP = WIN We launched a Facebook campaign asking our fans to post messages To 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.

79. 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 off Some of our corporate sponsors. Although it was a smear campaign, they used social media to obtain Their victory.

80. Thank you!