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Real House Wives of Social Media

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.


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

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Real House Wives of Social Media

  1. 1. The Real Housewives of Social Media Beth Kanter @kanter Carie Lewis @cariegrls David J Neff @daveiam Jordan Viator @jordanv
  2. 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
  3. 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
  4. 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 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%
  5. 6. <ul><li>Strategy </li></ul><ul><li>Tools </li></ul><ul><li>Measurement </li></ul><ul><li>Special Ingredients </li></ul>
  6. 9. Time to Get Advanced <ul><li>MONITOR </li></ul><ul><li>RUN BOLD CAMPAIGNS </li></ul><ul><li>ADD VIDEO </li></ul><ul><li>FUNDRAISE </li></ul>
  7. 16. <ul><li>By the year 2005, Americans will spend more time on the Internet than watching network television and videocassette rentals will have been replaced by easily available video-on-demand services.” - Nicholas Negroponte (1995, The Future of News ) </li></ul>
  8. 20. <ul><li>A Kitchen full </li></ul><ul><li>of Tools </li></ul>
  9. 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
  10. 23. Extensive Networking | Sharing of Personal Interests | Interconnecting Groups | Ability to share content with different groups
  11. 24. <ul><li>Human Voice | Real Experiences | Newsworthy | Forum for Extensive Feedback | Empowers Supporters to Engage, Share </li></ul>
  12. 25. Microblogs Real Time | Bite Size Pieces of Information | Links to Relevant News, Updates | Collaboration
  13. 26. Safe Area for Select Group | Private or Open | Discussions | Forums | Sensitive Information | Questions, Answers | Support
  14. 27. Powerful storytelling | Content to easily share, embed | Tap into Emotions | User Generated Content
  15. 28. Measurement Tips for Social Media Housewives Beth Kanter, CEO Zoetica
  16. 29. Carie Lewis Director of Emerging Media The Humane Society of the United States @cariegrls // @humanesociety And now, for the “secret ingredient”….
  17. 30. What’s the secret ingredient you ask? DRAMA. And being prepared for it.
  18. 31. Why? This could happen to you.
  19. 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
  20. 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
  21. 34. Tip #3: Build a monitoring system that works for you. No org can afford to ignore what’s being said about them. Brand monitoring is NOT a 9-5 job (in fact, planned attacks are usually after hours or on the weekends) so you must have a system in place. <ul><li>Dual monitors with Tweetdeck </li></ul><ul><li>Tweetdeck for iPhone </li></ul><ul><li>Tweetbeep and Google Alerts </li></ul><ul><li>Hootsuite / CoTweet </li></ul><ul><li>Text messages </li></ul><ul><li>“ As it happens” Email alerts </li></ul><ul><li>Weekend “on-call” schedule </li></ul><ul><li>RSS feeds </li></ul><ul><li>Monitoring software (Radian 6, Filtrbox) </li></ul><ul><li>Management software (Hootsuite, CoTweet) </li></ul>
  22. 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.
  23. 36. Tip #5: Stay on top of the latest trends so you’re prepared for the next big thing.
  24. 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…)
  25. 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!
  26. 39. Tip #8: Have a response process in place <ul><li>We have a process in place with our online and PR teams: </li></ul><ul><li>Monitor sites in real-time, all day, every day </li></ul><ul><li>Evaluate what is necessary to respond to </li></ul><ul><li>Develop a response with PR </li></ul><ul><li>Deliver the response via the medium it was generated </li></ul><ul><li>Monitor the conversation following and engage as necessary </li></ul><ul><li>Alert everyone in the daily news meeting </li></ul><ul><li>Don’t take it personally. Always be respectful but don’t be </li></ul><ul><li>Afraid to show some personality. </li></ul><ul><li>BREATHE. Get up and take a walk before you respond. </li></ul>
  27. 40. <ul><li>If you find yourself in a Twitterstorm </li></ul><ul><li>Listen to the what — and to the who. </li></ul><ul><li>It's OK to say, &quot;We don't know.“ </li></ul><ul><li>Address the crowd where it's gathered. </li></ul><ul><li>Tone matters. </li></ul><ul><li>Explain how you'll address the specific issue </li></ul><ul><li>Talk about what you’ll do to prevent it from happening again </li></ul><ul><li>Transparency & open communication </li></ul><ul><li>Have a company policy – you may think its common sense… it’s not! </li></ul> Crisis Communications It’s not new. Just add social media to it.
  28. 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
  29. 42. Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: LinkedIn: Twitter: @cariegrls Blog:
  30. 43. <ul><li>Pick the right outcome to measure </li></ul><ul><li>Track the entire funnel </li></ul><ul><li>Use An Egg Timer To Track Your Time </li></ul><ul><li>Test Your Recipes </li></ul><ul><li>Seasoned to Taste </li></ul>Measurement Tips, Tricks, and Tools
  31. 44. KD Paine 1. Pick the Right Outcome To Measure Objective, Audience, Strategy, Tactics …
  32. 45. Identify the most important metrics to measure it!
  33. 46. Well, maybe not dead
  34. 47. 2. Track The Whole Funnel
  35. 48.
  36. 51. Seed: Twitalyzer to identify Influencers   # followers   # unique references   Frequency RT you   Frequency RT others   Relative frequency updates
  37. 52. Seed: Social Network Analysis Tools
  38. 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
  39. 56. Engagement: What the Hashtag Tweets
  40. 57. Engagement: for Click Thrus
  41. 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
  42. 59. 3. Use An Egg Timer To Track Your Time ADOLAS
  43. 60. Oh Look, A Squirrel!
  44. 62. Squirrel!
  45. 63. 4. Use a Test Kitchen
  46. 66. 5. Seasoned to Taste
  47. 69. <ul><li>Pick the right outcome to measure </li></ul><ul><li>Track the entire funnel </li></ul><ul><li>Use An Egg Timer To Track Your Time </li></ul><ul><li>Test Your Recipes </li></ul><ul><li>Seasoned to Taste </li></ul>Measurement Tips, Tricks, and Tools
  48. 70. Squirrel!
  50. 75. Free the Kids – The Final Dish
  51. 77. Girl2Woman Tasty Takeaways <ul><li>Facebook beat Twitter in getting people to take action </li></ul><ul><li>Entering emails for tell a friend is hard. </li></ul><ul><ul><li>Contact import would have been useful for people entering friends’ emails </li></ul></ul><ul><li>Listening BEFORE the campaign was crucial </li></ul><ul><ul><li>Allowed them to get message, tactics and outreach right at launch </li></ul></ul><ul><li>INTEGRATE social media with traditional outlets </li></ul><ul><ul><li>Facebook fans= good. </li></ul></ul><ul><ul><li>Facebook fans with email addresses = great! </li></ul></ul><ul><li>Tapping into influencers online is powerful </li></ul><ul><ul><li>Nicholas Kristof of the NYT tweeted Girl2Woman </li></ul></ul><ul><ul><li>to his nearly 1M followers which helped raise web </li></ul></ul><ul><ul><li>traffic and visibility </li></ul></ul>
  52. 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.
  53. 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.
  54. 80. Thank you!