Presentation from hjc’s free webinar day, Turning Point 2010

1. THE SECRETS OF MASTERING
SOCIAL MEDIA TO BUILD BRAND,
FIND NEW SUPPORTERS, AND
DELIVER AN EFFECTIVE ROI
Presented by Laisie Tu 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?
Laisie Tu
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

11. • They can’t talk about
anything broader than their own products
• They listen but don’t take any action
• They aren’t calibrated internally with the
technology
• They’re not framing risk accurately
• Their internal culture isn’t aligned for social
media success
Why Some Fail....
―Amy Mengal, “5 Reasons corporations are failing at social media”

12. 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?

13. How does it work?
Real-life Application
HJC
Identify
Need
Survey
Training
Workshop
Week-by-
week Plan
Co-
Manage

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

15. Social Media @WSPA

16. World Society for the Protection of Animals
• One International Lead (25-35%)
• Several Regional Managers (10-15%)
• Intranet
• Skype
• Email
• Annual Meetings

17. World Society for the Protection of Animals
YAY for
CUSTOMIZATION!!!
• Be unique, be memorable
• Enhance your brand presence
• It’s not as complicated as
most people think, it just takes
a bit of time & patience
Some of my favorite things:
• Facebook Static FBML app
• YouTube for NonProfits
• Act.ly

18. World Society for the Protection of Animals
YAY for
INTEGRATION!!!

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

20. World Society for the Protection of Animals
YAY for
EXPERIMENTATION!!!
• Campaign Parameters
• Targeting
• Topic
• Imagery
• Call to Action
• Tools & Tactics
• Integration
• Promotional Tactics

21. World Society for the Protection of Animals
NAY for
BEAUROCRAZY!
• The enemy of social media
• Don’t take things too seriously
• Don’t over complicate things
• Do prepare crisis communication plans
• Do learn how to overcome resistance

22. A few simple RULES
• Most social media marketing should be done
strategically, with SMART objectives (that contribute
to an organization’s strategic objectives).
• Social media activity needs to be measured and
reported on in a consistent way.
• Social media activity needs to adhere to our brand
and communication guidelines.
World Society for the Protection of Animals

23. Gaining buy – show results
World Society for the Protection of Animals
Social media provides a platform
where our supporters can self-
organize. Over 600K impressions
generated on Twitter alone as a
result of WSPA & Haiti.
50% of the donations we brought
in for #Haiti disaster relief were
from new donors.
Our social media network has
helped bring about real change for
animals.

24. Monitoring & Evaluation
- Income
- Advocates
- Mentions
- Email subscribers
- Fans, friends, contacts
- Comments
- Shares
- Level of engagement
- Digital volunteers
- Email subscribers
- Site referrals
- Social media adoption
- Impressions
World Society for the Protection of Animals

25. On the horizon
Text WSPA to 30333 to donate
$5. Text ALERTS to 97721 to
subscribe to WSPA mobile
alerts. More fun to come…
@WSPA
Facebook.com/TheWSPA
@MistyMeeks
World Society for the Protection of Animals

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

27. eCommunications & Social Media27
The Shift from Traditional to Digital

28. eCommunications & Social Media28

29. eCommunications & Social Media29
NYPL
29
http://www.nypl.org/

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

31. eCommunications & Social Media
Social Media Strategies
31

32. eCommunications & Social Media
Fast Facts
32
• More than 400MM active
users:120MM U.S.
• 65MM mobile users:
50% active
• Most popular website in USA
• Women: 54%
NYPL Footprint
• #1 public library
• 14,825 Fans
• 10 staff w/access
• Most engaged
• Content: Services, Digital
Gallery, Advocacy, Events,
Multimedia
• September 2008

33. eCommunications & Social Media33

34. eCommunications & Social Media
Fast Facts
34
• 52% of INC’s 500 CEO’s
use Twitter”
- Center for Marketing Research
• More than 44.5MM users:
40% USA
• 50% tweet via mobile & web
apps
• Women: 55%
• 40% $100k income
NYPL Footprint
• #1 public library
• 32,461 Followers
• Fastest growing
• 35 staff w/access
• Real-time: live tweeting
• Customer Service
• Hashtags (#asknypl,
#reading)
• November 2008

35. eCommunications & Social Media35

36. eCommunications & Social Media
RIP J.D. Salinger
3628
1000+ New Twitter Followers in 3 Days
308
555

37. eCommunications & Social Media
NYPL eNews
37

38. eCommunications & Social Media
nypl.org Integration
38

39. eCommunications & Social Media
Measurement Tools
39
•Subscribers, Fans & Followers
•Clicks
•Website visits
•Views
•Interactions
•October 2009

40. eCommunications & Social Media
Working Group
40
Listen
Reevaluate
Measure
Curate
Publish
Engage
Collaborate
Strategize
Meet
Monthly
NYPL
Community
Dedicated Staff

41. eCommunications & Social Media41
Intangible
• Brand visibility and relevance
Tangible
• Inbound links to website
• Search engine rankings
• Brand transparency
• Dialogue
• Gauge pulse
• Combat
Benefits

42. eCommunications & Social Media42
• Benefit to organization
• Competition
• Does management support
• Resources, staff time & lead time
• Would you want to Friend or Fan your organization
5 Questions?

43. eCommunications & Social Media
Follow NYPL
• nypl.org/enews
• facebook.com/NewYorkPublicLibrary
• twitter.com/nypl
• flickr.com/photos/nypl
• youtube.com/NewYorkPublicLibrary
4343

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