Speakers: Kymberlie Adams & Alex Horowitz
This session is designed to help organizations and bloggers take their social media strategy, tactics, and implementation to the next level. Led by ASPCA’s social media experts, this workshop features insightful campaign strategies, engagement tactics on a limited budget, best practice guidelines and breakout group discussions. Attendees should have a basic understanding of social media channels.
Saving More Lives: Social Media Breakthrough Strategies
1. 1
Saving More Lives
Through Social Media and Blogging
Kymberlie Adams, ASPCA Senior Manager of Social Media
Joseph Loria, ASPCA Social Media
2. 2
Social Media for Social Change
"Social tools are not an
improvement to modern
society, they are a challenge
to it.” ― Clay Shirky, Here Comes
Everybody: The Power of Organizing
Without Organizations
3. 3
Why Should Animal Advocates Care
About Social Media & Blogging?
Benefit Social Media Blogging
Generates
Community
Awareness
Builds Stronger
Community
Relationships
Engage With Key
Members of the
Community
Helps Raise
Funds
More Animals
Adopted
Drives People to
Take Action
5. 5
Before you Launch a Campaign
•Determine what results you want from social media campaign –
fundraising, adoption, legislation, education?
•What does achievable success mean, and how to measure it?
• Identify your target audience, include list of top influencers who
can possibly help.
•Determine which social media channels you should use. Where is
your audience? How do they prefer conversing? Modify for
chanells..
•Select the tools for social media that you’ll use for different
activities like: listening/monitoring, measurement, engagement,
integration with your website and your email marketing software.
•Develop a calendar of posts – and GO!
7. 7
•Make the first sentence count
with a bold statement or
question – hook readers
•Use bold, subheadings, bullets
•Ask for what you want
•Add links to website pages
•Get an expert quote
•Use key search words
•Add share buttons, encourage
sharing
•Reply in comments – welcome
a debate
Create a Blog Post for Change!
9. 9
Use Timeline to Drive Action
The Visual Story Arc
•Visually attractive way to drive
action or tell your story
•Cover Image – valuable visual real
estate
•Ask a question, make a simple
statement - be mindful of rules
•Use pinned post to highlight time-
sensitive actions or stories
•Create a visual story arc
12. 12
Create Buzz With Viral Sharing
•Badges, memes, event flyers,
videos
•A little talent, not a lot of money
•Include URL, logo, call to action
•Promote widely
•What is the action? Ask people to
share!
13. 13
Drop the Script: The Power of
the DIY Video
•Videos DO NOT have to be
professionally made. In fact, nix
that whole idea.
•Most viral videos were shot on
the spur of the moment with a
cell phone.
•Don’t be afraid to experiment
with Vine and Instagram video.
•If you see something cute, whip
out your Smartphone and get it
on film!
•Host a video contest
incorporating shelter pets or
rescued animals.
14. 14
Live Event Coverage: No Longer
Just Tweeting!
•Pick your event: adoption event, visit to
your local shelter, lobby day.
•Pick a tag. Create a special #hashtag or
incorporate existing tag.
•Pick your channels, it’s no longer just
live tweeting. Think Instagram, Vine and
more.
•Invite key influencers and other
bloggers to join in and come to the event.
•Create Your Promotion. Create a
sharable card/flyer, video, meme or blog
announcing your upcoming event–include
all the details!
•Share it! Be proactive! Don’t be afraid to
reach out to community influencers and
tweet them your event details to share.
15. 15
Invite an Expert to Chat!
•Choose the right moderators
•Interact and make a list
•Offer relevant gifts as incentive
•Consider Reddit AMA, Google+
Hangout
•Pick a topic that fits
•Pick a hashtag and stick to it
•Advertise on multiple channels
•Timing is everything!
•Prepare your questions
16. 16
Get Trending!
•Monitor trending topics and hashtags
•Think of ways to incorporate trending
hashtags with your goal
•Be unique, funny or interesting…but
always relevant
•Highlight across multiple social
channels, link to website/blog if
appropriate
•Reward fans for participating—
showcase photos, RTs, reply with a
thank you
17. 17
Influencer Outreach and Cross-
Promotions
•A great way to promote events,
hard to adopt animals, legislative
campaigns.
•Identify influencers in your
community—bloggers,
politicians,
pet- friendly businesses,
community services (libraries,
community centers, etc.) and
media (radio, print, television,
etc.)
•Identify their Twitter handles and
categorize them in a private
Twitter list or excel sheet.
18. 18
So what was your impact? The following tools help provide an easy-to-
understand analysis of your social media campaign.
Overall Link Clicks
Bitly.com
Facebook
Facebook Insights
Pagelever.com
Twitter
Crowodbooster.com
YouTube
YouTube Analytics
Brand Sentiment
Socialmention.com
Tally Your Results!
20. 20
Viral Sharing Campaign
Operation Spruce
The Challenge: To help harder to place pets find loving homes.
I’m pretty cute!
I just like to
play
a lot.
Woof.
21. 21
Viral Sharing Campaign
Operation Spruce
The Strategy: To create a viral campaign focused on Spruce
finding a home before his first birthday.
22. 22
Viral Sharing Campaign
Operation Spruce
Results: Spruce found a loving home!
Thousands of shares, reaching
more than 13 million social
media users!
25. 25
Ways You Can Work With the ASPCA!
•Interviews with our experts in animal health and nutrition, pet
behavior, humane legislation, cruelty issues, animal rescue and
field response;
•Special gift packs from our ASPCA Online Store as giveaways;
•Ideas for posts on pet adoption, animal welfare issues and
seasonal trends;
•Guest blogging opportunities on ASPCA and ASPCA Parents;
•Twitter parties and chats;
•Cross promotion opportunities;
•And more!