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

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

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

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

15. Social Media @WSPA

17. Several Regional Managers (10-15%)

18. Intranet

19. Skype

20. Email

22. Enhance your brand presence

24. YouTube for NonProfits

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

28. Targeting

29. Topic

30. Imagery

31. Call to Action

32. Tools & Tactics

33. Integration

34. Promotional TacticsYAY for EXPERIMENTATION!!!

36. Don’t take things too seriously

37. Don’t over complicate things

38. Do prepare crisis communication plans

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

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

44. Advocates

45. Mentions

46. Email subscribers

47. Fans, friends, contacts

48. Comments

49. Shares

50. Level of engagement

51. Digital volunteers

52. Email subscribers

53. Site referrals

54. Social media adoption

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

57. 27 The Shift from Traditional to Digital

58. 28

59. 29 NYPL http://www.nypl.org/ 29

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

61. Social Media Strategies 31

63. 14,825 Fans

64. 10 staff w/access

65. Most engaged

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

68. 65MM mobile users:50% active

69. Most popular website in USA

72. 32,461 Followers

73. Fastest growing

74. 35 staff w/access

75. Real-time: live tweeting

76. Customer Service

77. Hashtags (#asknypl, #reading)

78. November 2008

79. 52% of INC’s 500 CEO’s use Twitter”- Center for Marketing Research

80. More than 44.5MM users: 40% USA

81. 50% tweet via mobile & web apps

82. Women: 55%

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

85. 37 NYPL eNews

86. nypl.org Integration 38

88. Clicks

89. Website visits

90. Views

91. Interactions

94. Search engine rankings

95. Brand transparency

96. Dialogue

97. Gauge pulse

99. Competition

100. Does management support

101. Resources, staff time & lead time

103. facebook.com/NewYorkPublicLibrary

104. twitter.com/nypl

105. flickr.com/photos/nypl

106. youtube.com/NewYorkPublicLibrary43 43

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