This presentation was done by myself and my boss at Convio Summit 2010 in Baltimore. We talk about how to sell social media internally as well as how to integrate it into your existing communications channels like your website and email program.
ICT role in 21st century education and its challenges
My Boss Doesn't Get It - How Social Media is Changing the Way We Communicate (Convio 2010)
1. My Boss Doesn’t Get It:
How Social Media is Changing
the Way We Communicate
Presented by:
Geoff Handy
Vice President, Online Communications
Carie Lewis
Director of Emerging Media
@cariegrls
#convio10.boss
3. Our Core Approach
• Recruit advocates via serial campaigns
– Series of 2-8 emails
– Integrate website, social media, and paid marketing
• Begin around issue or program; then convert
• Advocates will donate (and donate again)
• Cost-effective: As list grows, results increase
21. • Everything we do online is tied to advocacy and
fundraising
• Our social media program is no exception
• The program complements and works in conjunction with
other channels
• We build community and relationships first, and that leads
to our goals
Different People. Same Goals.
24. If you’re worried about the time investment,
create a new position.
If you can’t create a new position, shift resources
within the organization.
If you can’t shift resources, hire an intern.
Whatever you do, do NOT hire a social media
agency to manage your presence.
Find someone who is social-savvy to show you
the ropes.
Social media enthusiasts love to share their
knowledge (social media is all about sharing)
Investment in our social media program is fueled
by fundraising – positions pay for themselves
Resources and Buy-In
28. “E-mail and social media are the top marketing tactics
that will get increased spending in 2010, according to the
‘2010 Marketing Trends Survey’ from StrongMail. The
study also found that integrating e-mail and social is one
of the most important e-mail marketing initiatives for
2010, just after improving performance, targeting, and
growing opt-in lists.”
– Simms Jenkins, ClickZ, Feb 11, 2010
Email, Meet Facebook
29. Email Social Media
• Include share links on emails
• Send special invitations to participate on social
media sites
36. Segmenting by Social Media Status
• Add social media status to supporter profiles
– Track who clicks on share links
– Add clickers to a group
– Perform a social media append of your email file
– Add to the same group
• Send targeted emails to known social media
participants
37.
38.
39. Website Social Media
• Include share links on web pages
• Carve out real estate on your home page
• Make everything downloadable, shareable
40.
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42.
43.
44.
45.
46. More Website Social Media
• Enable website visitors to join you on social
networks without leaving your site
• Enable website visitors to share their website
activity with their social networks
• Offer exclusive promotions to social network
supporters
47.
48. More Website Social Media
• Enable website visitors to join you on social
networks without leaving your site
• Enable website visitors to share their website
activity with their social networks
• Offer exclusive promotions to social network
supporters
49.
50.
51. Numbers from 2010 Photo Contest
• Of 32,000 entrants:
– 2,766 people entered via Facebook
– 7,891 entrants put their pets on Facebook and
solicited donations
• Of the $527,000 raised by the contest:
– $7,478 came in via donations made within Facebook
– An additional $78,000 were sourced to Facebook
52.
53.
54. Social Media Email, Website
• Include email opt-ins on social media pages
• Embed surveys, actions on social media pages
• Run contests, other engagement campaigns
• Add donation, advocacy links to YouTube videos
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58. Key #4:
We track and report the numbers
that relate to our goals
59. • Do those people do what you
want them to do?
• We started out with traditional
metrics (# new emails, $ raised)
• Got the buy in
• Started tracking non-traditional
metrics like fan growth over time
and sentiment
• Our focus is to make sure we’re
growing – not the numbers
• Use trackable links everywhere
• Do you even know what you
want them to do….?
Success is no longer about how many
friends you have.
60. • Sharing information, successes, failures with other orgs
• Elevated importance within the org
• integrated into all communications plans
• featured on redesigned org homepage
• sharing links on every email, webpage
• 5 full time staffers touching social media
• Exponential program growth from 08 to 09:
• 312% increase in number of fans
• 585% increase in number of Cause supporters
• 249% increase in amount raised on Causes
• Recognition by Fast Company, Huffington Post, Mashable
• Facebook is now the #1 referring site to our website
• Raised over $500k from social media outreach in 09
It’s working…
63. Final Thoughts
• This integration is a direct result of
obtaining the buy in and effectively
measuring social media’s impact on
our departmental goals.
• Email program is still by far #1
driver of online donation income
• Social media and mobile text
investment is driven by both ROI
and intangible goals
• Integrated campaigns allow you to
package same content/appeals
across multiple channels and reach
audiences you might not reach
otherwise
64. “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 fan page wall,January 2010
65. Thank you!
Carie Lewis
Director of Emerging Media
Email: clewis@humanesociety.org
http://www.linkedin.com/in/carielewis
Geoff Handy
Vice President, Online Communications
Email: ghandy@humanesociety.org
http://www.linkedin.com/in/geoffhandy
Encore: http://bit.ly/hsusconvio
Evaluation Code: 1047