The document summarizes presentations from Laisie Tu of HJC, Susan Halligan of the New York Public Library, and Misty Meeks of WSPA Canada on using social media effectively. Halligan discusses how the NYPL has expanded its social media presence, growing from 14,825 Facebook fans in 2008 to over 32,600 Twitter followers currently. She also highlights how the library uses social media for customer service and engagement. Meeks reviews how WSPA Canada uses social media for campaigns and fundraising, obtaining 50% of donations for Haiti relief from new donors. She stresses experimentation and integration across social media platforms.

1. The Secrets Of Mastering Social Media To Build Brand, Find New Supporters, And Deliver An Effective ROI Presented by LaisieTu of HJC, Susan Halligan of the New York Public Library and Misty Meeks of WSPA Canada

2. Are you tweeting today? #TP2010 Follow us at: @hjcnewmedia @NYPL @WSPA

3. Who’s Presenting? LaisieTu Online Media Coordinator, HJC Laisie.Tu@hjcnewmedia.com Misty Meeks Online Communications Manager, WSPA Canada Meeks@wspa.ca Susan Halligan Marketing Director, NYPL Susan_Halligan@nypl.org

4. Overview Introductions Social Media: What’s Next? Lessons from WSPA by Misty Meeks Lessons from NYPL by Susan Halligan Questions

6. 2009 was about learning Social Media. 2010 will be about figuring out how to use it well. –Jason Falls, Social Media Strategist

7. Nobody shops at a cocktail party. - Brett Hurt, Bazaarvoice

8. X X What can you say that is of value to me?

9. Don’t put all your eggs in ONE basket and Don’t put all your eggs in EVERY basket

10. Social Media for Nonprofits

12. They aren’t calibrated internally with the technology

13. They’re not framing risk accurately

14. Their internal culture isn’t aligned for social media successWhy Some Fail.... ―Amy Mengal, “5 Reasons corporations are failing at social media”

15. 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?

16. How does it work?Real-life Application

17. Additional Tools Act.ly – tweet-based petitions Twibbon Directories Search.twitter.com Twitter Clients Hootsuite, CoTweet, Tweetdeck

18. Social Media @WSPA

20. Several Regional Managers (10-15%)

21. Intranet

22. Skype

23. Email

25. Enhance your brand presence

27. YouTube for NonProfits

29. World Society for the Protection of Animals Social media lifted response by 6%!

31. Targeting

32. Topic

33. Imagery

34. Call to Action

35. Tools & Tactics

36. Integration

37. Promotional TacticsYAY for EXPERIMENTATION!!!

39. Don’t take things too seriously

40. Don’t over complicate things

41. Do prepare crisis communication plans

42. Do learn how to overcome resistance NAY for BEAUROCRAZY!

44. Social media activity needs to be measured and reported on in a consistent way.

47. Advocates

48. Mentions

49. Email subscribers

50. Fans, friends, contacts

51. Comments

52. Shares

53. Level of engagement

54. Digital volunteers

55. Email subscribers

56. Site referrals

57. Social media adoption

59. SMM @NYPL April 2010 Susan Halligan Marketing Director susan_halligan@nypl.org @srhalligan

60. 27 The Shift from Traditional to Digital

61. 28

62. NYPL http://www.nypl.org/ 29

63. Social Media Strategies Footprint: from hard to reach 30 to everywhere

64. Social Media Strategies 31

66. 14,825 Fans

67. 10 staff w/access

68. Most engaged

70. More than 400MM active users:120MM U.S.

71. 65MM mobile users:50% active

72. Most popular website in USA

75. 32,600 Followers

76. Fastest growing

77. 35 staff w/access

78. Real-time: live tweeting

79. Customer Service

80. Hashtags (#asknypl, #reading)

81. November 2008

82. 52% of INC’s 500 CEO’s use Twitter”- Center for Marketing Research

83. More than 44.5MM users: 40% USA

84. 50% tweet via mobile & web apps

85. Women: 55%

87. RIP J.D. Salinger 36 1000+ New Twitter Followers in 3 Days 555 308 28

88. 37 NYPL eNews

89. nypl.org Integration 38

91. Clicks

92. Website visits

93. Views

94. Interactions

97. Search engine rankings

98. Brand transparency

99. Dialogue

100. Gauge pulse

102. Competition

103. Does management support

104. Resources, staff time & lead time

106. facebook.com/NewYorkPublicLibrary

107. twitter.com/nypl

108. flickr.com/photos/nypl

109. youtube.com/NewYorkPublicLibrary43 43

110. Any Questions? #TP2010 @hjcnewmedia @NYPL @WSPA