1. SOCIAL MEDIA FOR CHARITIES
UNTIL EVERY RESCUE FINDS A HOME
BY ALI BULLOCK

2. ABOUT ME & MY WORK FOR AAF:
- Started in 1995 building sites on the internet
- Got paid for doing something around 1999
- Sold out / made $1m HKD in 2000, age 21
- Age 34,
- Global Online Marketing Manager: Cathay pacific Airways (CX)
- Globally responsible for mobile, web & social media
- Has 4 rescue dogs, 1 wife (wonderful) and is the lead photographer for
animals in photos
- AAF Rescue Photographer
-Honored to have photographed the 2011 AAF calendar
- I lead the team behind animals in photos

4. SOCIAL NETWORKS
A social network is my group of trusted friends, respected peers or
even brands that I want to keep up to date with. But my social
network is closed to some degree.
SOCIAL MEDIA
In a nutshell social media is everything around me. From blogs, to
twitter and FaceBook updates as well as the newspaper I read
online – This is social media. Social media is open, it is my life and
my friends and influencers life online.

5. LETS GET SOCIAL

6. “Facebook is a social
network that connects
people personally and
professionally through
connections, messages,
photos, & videos.”

7. “RenRen is the Chinese
version of Facebook.”

9. SOCIAL MEDIA HAS THE POWER TO CHANGE
COMPANIES ATITUDES.

11. Official BP twitter account 16,000 / Unofficial BP account 180,000

12. SOCIAL MEDIA HAS THE POWER TO CHANGE
COUNTRIES.

13. Social Media is a revolution.

14. SOCIAL MEDIA IS THE POWER OF “ME.”

16. SOCIAL MEDIA IS THE POWER OF “WE.”

18. You should be there. After all, this is where your
supporters, fans, contributors and influencers are.

19. IF MY DOG HAS 950 FRIENDS
ON FACEBOOK.*
*THAT’S MORE THAN ME (702)

20. “YOU MUST BE ON SOCIAL MEDIA.”
RIGHT?

22. Lets be clear: Social Media is not easy and its not effort
free. You get in what you put out…

23. “Where to start…”

24. ENSURE YOU HAVE A PRESENCE / A VOICE:
1. A web site 2. Facebook fan page 3. A blog
CRITICALLY IMPORTANT: YOU LINK THEM TOGETHER

25. USE THE RESOURCES AVALIBLE
Google’s initiative for non-profits FaceBook NGO Intro examples Paris Hilton!*
* This may or may not be true.

26. But lets be clear: Social Media is not easy and its not
effort free. You get in what you put out…

27. Here.
FACT: ONLY 10% OF PEOPLE SEE YOUR POSTS IN THEIR NEWS-FEED

28. I have 15 minutes left – So here are 7 rules of Social
Media

29. 1. Social Media is a conversation. So converse.
“Everywhere.”

31. 2. Be active and responsive

32. 1. The more you interact with people on your page the more people will
see your posts.
2. FACT: Only 10% of people will see your posts on their newsfeed.
SPCA Hong Kong Dogs Trust UK

33. 2. Be active and responsive:
• This is a two way conversation between you and your audience
• The more you post and participate the better your interaction and
views will be seen / heard
• If you don’t like a comment on your page – Take a moment, don’t
delete posts or get angry, post back to people (where appropriate of
course) and see if you can engage
• Post often but ensure your posts are relevant
• Encourage supporters to post and interact

34. 3. Be personal and authentic

35. • The Good:
• Written by Jill and I
mean, written by Jill…
• The above, matters.
• Clearly laid out
• Nice photo (… hint)
• Improvements:
• Auto-update to all the AAF fan
pages around the word
• Auto-update to Twitter
• Have links on this page to all
AAF assets and links to other
organizations

36. 4. Encourage sharing

37. 4. Encourage sharing:
• Sounds obvious doesn’t it? But you want as many people to know
about your event / cause / fundraiser as possible – And social media
is a great platform to do this
• The more people share your stories and photos the more new
people you bring to your organisation and the higher the rate of
retention of your existing audience
• To do this:
• (1) Consistently put out quality content from your own organisation
• (2) Lead by example but also include guest content - For example
stories or guest posts from people in the same or related field

38. 5. Make Social Media an organization-wide activity

39. 5. Make social media an organizational wide activity:
• Everyone in your organization should be encouraged to blog, post,
tweet and share the cause
• Train your people on social media and train them to listen to your
supporters
• Find people and stories to promote and ensure your organisation
pushes this out to as many people as possible.
• Do not leave social media to the “intern.”

40. 6. Use great images and videos

41. They say “a picture is worth a thousand words” and now more than ever
this is true… From the bad messages we need to convey.

42. … To the positive stories of a home found.

43. Strong imagery matters:
- For impact
- Fundraising and story telling
- Getting people involved
- For increasing interaction and user engagement
- People on social media are attracted by mages and videos far more
than they are by text
- A blog article without images is x10 less engaging than a blog with
images
- Your web site & social media properties are your organizations
window to the world so make it look as good as you can.

45. 7. Use Social Media to raise funds as well as
awareness

46. RASIE MONEY AS WELL AS AWARENESS
Google’s initiative for non-profits croudwise.com paypal.com / notforprofits
justgiving.com
Ammando.com

47. … And a bonus tip, you love what you do so say it AND
SAY IT LOUD! – This will shine through your social
media and your social interactions.

48. But please remember Social Media is not a silver bullet.
Its not a miracle, its not salvation and its not a solution.

49. You will only get out of social media what you put in.
You will only get what you stand for.

50. Me, I stand for never letting this happen
again..

51. “Until Every Rescue Finds A Home”*
*Hey, I never said he would enjoy social media.

52. That is the power of social media.
Thank You For Your Time.

53. WANT PHOTOS? JUST ASK.
(@) animalsinphotos@gmail.com
(web) animasinphotos.com

54. WANT ADVICE? JUST ASK.
(email) alibullock@gmail.com
(web) alibullock.com