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[ Social Media at The Humane Society ]




Salisbury University Women in Business Week
       Carie Lewis, Director of Emerging Media
                     @cariegrls
[ A Little About Me ]

• Graduated from SU in 2003
• Been at HSUS for 6 years
• Was hired to do PPC and jumped
  on an opportunity
• My professional development
  comes from attending and
  speaking at over 100 events a
  year
• Social media is not a 9-5 job
  (work/life balance is a challenge)
• My field is dominated by women
  in the nonprofit sector and men
  in the corporate sector
• #1 challenge as a woman:
  growth in an old-school org
[ 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
[ What We’ll Talk About ]


• HSUS’ social media architecture and
  philosophy
• Social media goals and measurement
• The role of integration
• Our strategies and tactics for success
[ By The Numbers ]


•   1.4 million Facebook fans
•   150,000 Twitter followers
•   129% growth rate on Facebook from ’11-’12
•   $500,000 raised on Facebook (lifetime at the end of 2011)
•   Over 100,000 actions taken on Facebook so far 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.
[ How We’re Structured]



                                                     Carie Lewis
                                             Director of Emerging Media




Ellen Pascale       Sarah Butler          Sarah Barnett            Anne Hogan          Lara Koch
Social Campaigner   Online Advertising    Social Communications    Community           Mobile Communications
                    Coordinator           Manager                  Manager             Manager




                                         Online Volunteers
                                                                  Emma Williams
                                                               Emerging Media Intern
[ 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
[ 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
                               also our action oriented
                                     community
[ 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
[ We are not afraid to fail or screw up! ]

We have, plenty of times.
Learn from your mistakes!

We have a crisis plan which
includes our guidelines on
deleting comments,
responding to angry fans,
etc – but to boil it down:

In a crisis we:
acknowledge,
rectify,
and move on.
[ 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
[ Integration Will Help People Find You ]

• Social media works in conjunction with
   all of our online channels: email,
   website, online advertising, and mobile.
• Every piece of content we put out is
   shareable on Facebook, Twitter, and via
   email.
• Our homepage has a live feed of
   Facebook and Twitter
 • Every page on our website has a link to our social
   media presences
 • We have a daily 9 minute Communications meeting
   about what each channel is putting out that day.
 • We maintain an editorial calendar for social media
 • Website content links to related Facebook pages,
   events, etc.
[ But Perhaps Most Importantly…]




We don’t measure success
by # of fans or followers.
       “…that’s so myspace.” –C. Lewis
[ 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.
[ 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.
[ 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
[ 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.
[ What’s Next? ]

We want to become a data driven organization.
Data is one of our biggest weaknesses!

•   We want to use data to make decisions on how to work
    smarter.
•   We do a great job of providing individual customer service,
    but how can we use data to take that a step further?
•   We want to better use Facebook data to give us better
    insight on what our fans want (LIKE.)
•   We want to use data to give our fans a better experience
    with our brand so that we can convert even more of them
    to constituents.
[ Final Thought ]



“Social media is
  free….
free like a
  puppy.”

                              #SMWES // @cariegrls
[ What Questions Do You Have? ]




             [ Thank you! ]

      clewis@humanesociety.org
              @cariegrls
      linkedin.com/in/carielewis

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2012 sept s_uclass1

  • 1. [ Social Media at The Humane Society ] Salisbury University Women in Business Week Carie Lewis, Director of Emerging Media @cariegrls
  • 2. [ A Little About Me ] • Graduated from SU in 2003 • Been at HSUS for 6 years • Was hired to do PPC and jumped on an opportunity • My professional development comes from attending and speaking at over 100 events a year • Social media is not a 9-5 job (work/life balance is a challenge) • My field is dominated by women in the nonprofit sector and men in the corporate sector • #1 challenge as a woman: growth in an old-school org
  • 3. [ 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
  • 4. [ What We’ll Talk About ] • HSUS’ social media architecture and philosophy • Social media goals and measurement • The role of integration • Our strategies and tactics for success
  • 5. [ By The Numbers ] • 1.4 million Facebook fans • 150,000 Twitter followers • 129% growth rate on Facebook from ’11-’12 • $500,000 raised on Facebook (lifetime at the end of 2011) • Over 100,000 actions taken on Facebook so far 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.
  • 6. [ How We’re Structured] Carie Lewis Director of Emerging Media Ellen Pascale Sarah Butler Sarah Barnett Anne Hogan Lara Koch Social Campaigner Online Advertising Social Communications Community Mobile Communications Coordinator Manager Manager Manager Online Volunteers Emma Williams Emerging Media Intern
  • 7. [ 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
  • 8. [ 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 also our action oriented community
  • 9. [ 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
  • 10. [ We are not afraid to fail or screw up! ] We have, plenty of times. Learn from your mistakes! We have a crisis plan which includes our guidelines on deleting comments, responding to angry fans, etc – but to boil it down: In a crisis we: acknowledge, rectify, and move on.
  • 11. [ 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
  • 12. [ Integration Will Help People Find You ] • Social media works in conjunction with all of our online channels: email, website, online advertising, and mobile. • Every piece of content we put out is shareable on Facebook, Twitter, and via email. • Our homepage has a live feed of Facebook and Twitter • Every page on our website has a link to our social media presences • We have a daily 9 minute Communications meeting about what each channel is putting out that day. • We maintain an editorial calendar for social media • Website content links to related Facebook pages, events, etc.
  • 13. [ But Perhaps Most Importantly…] We don’t measure success by # of fans or followers. “…that’s so myspace.” –C. Lewis
  • 14. [ 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.
  • 15. [ 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.
  • 16. [ 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
  • 17. [ 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.
  • 18. [ What’s Next? ] We want to become a data driven organization. Data is one of our biggest weaknesses! • We want to use data to make decisions on how to work smarter. • We do a great job of providing individual customer service, but how can we use data to take that a step further? • We want to better use Facebook data to give us better insight on what our fans want (LIKE.) • We want to use data to give our fans a better experience with our brand so that we can convert even more of them to constituents.
  • 19. [ Final Thought ] “Social media is free…. free like a puppy.” #SMWES // @cariegrls
  • 20. [ What Questions Do You Have? ] [ Thank you! ] clewis@humanesociety.org @cariegrls linkedin.com/in/carielewis

Notes de l'éditeur

  1. This presentation was originally designed to give smaller nonprofits advice on how a large nonprofit operates in social media, but for you hopefully it will give you an idea of how someone manages a real world social media program and the kind of job that is available in this field.9-10:15This is the general intro level Marketing class. We just did positioning & segmenting today.  Next class we move into the product chapters. You are welcome to present whatever works for you!10:30-11:45 and Noon -1:15If you could discuss how your Emerging media combines with the traditional forms of media and focus on an integrated message3-4:15 Social Media Marketing This class is all about electronic and social... We're doing some real world work for actual clients (for profit & Non-profit)
  2. You must be a user yourself to get itBusiness & Educational BackgroundProfessional DevelopmentWork/Life BalanceSuccess storiesChallenges (as a woman)
  3. Always have a full time intern to help with admin
  4. we craft the message for the medium.Got buy in from executives early
  5. And provides a holistic experience with the brand.
  6. Success is no longer just about how many friends you have.
  7. There is just an added customer service / feedback loop componentWe also have social media-specific metrics which show growth
  8. 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.