Real House Wives of Social Media

The Real Housewives of Social Media

Beth Kanter @kanter

Carie Lewis @cariegrls

David J Neff @daveiam

Jordan Viator @jordanv

Why a Good Recipe is Important

58% Give35.9M donors$796 yr/avg4.2 charities$35.9 B/yr




Source: Next Generation of American Giving Study www.convio.com/nextgen

Online Habits by GenerationGen Y70%

49%

25%

16%

49% Mobile phone only

Boomers29% (reg)

60%

17% Texters

47% eNewsletters

55% Bank online

Gen X56%

30%

13%

11%

27% Facebook mobile app

Matures17% (reg)

50%

5% Texters

48% eNewsletters

34% Shop online


Solicitation Channel (From charities/nonprofits with established relationship)

% say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE

84% 87% 89% 82% 76%

77% 77% 79% 74% 77%

65% 76% 69% 60% 51%

47% 69% 60% 38% 17%

42% 51% 42% 39% 34%

23% 38% 25% 16% 13%


StrategyToolsMeasurementSpecial

Ingredients

Time to Get Advanced

• MONITOR • RUN BOLD CAMPAIGNS• ADD VIDEO• FUNDRAISE

By the year 2005, Americans will spend more time on the Internet than watching network television and videocassette rentals will have been replaced by easily available video-on-demand services.”

- Nicholas Negroponte (1995, The Future of News)

A Kitchen full A Kitchen full

of Toolsof Tools

1. Fish where the fish are.

2. Use tools that make sense for your audience.

3. Know that there’s no “one size” fits all plan

4. Map tools to your strategy

Four Things to Remember About Your Tools

Extensive Networking | Sharing of Personal Interests | Interconnecting Groups | Ability to share content

with different groups

Human Voice | Real Experiences | Newsworthy | Forum for Extensive Feedback | Empowers Supporters to Engage,

Share

Microblogs

Real Time | Bite Size Pieces of Information | Links to Relevant News, Updates | Collaboration

Powerful storytelling | Content to easily share, embed | Tap into Emotions | User Generated Content

Measurement Tips for Social Media Housewives

Beth Kanter, CEO Zoetica

Carie LewisDirector of Emerging MediaThe Humane Society of the United States

@cariegrls // @humanesociety

And now, for the “secret ingredient”….

What’s the secret ingredient you ask?

DRAMA. And being prepared for it.

Why? This could happen to you.

Social Media Storm Survival Tips

Tip #1: There will always be haters. Deal with it.

If you aren’t thick – skinned enough to read all the negativity,Find someone who is.

If staffing is an issue, find interns and web-savvy staff

Tip #2: Identify the usual suspects and DNFFT.

Keep a running list of haters and their handles / blogs so you know who they are when they pop up.

Some people you can turn around, but some people you can’t.

Identify these people quickly.

Know when to respond and when not to - pay attention to tone and influence

Tip #3: Build a monitoring system that works for you.

No org can afford to ignore what’s being said about them.

Brand monitoring is NOT a 9-5 job (in fact, planned attacks are usually after hours or on the weekends) so you must have a system in place.

• Dual monitors with Tweetdeck• Tweetdeck for iPhone• Tweetbeep and Google Alerts• Hootsuite / CoTweet• Text messages•“As it happens” Email alerts• Weekend “on-call” schedule• RSS feeds • Monitoring software (Radian 6, Filtrbox)• Management software (Hootsuite, CoTweet)

Tip #4: Make your commenting policy known. And fair.

We often get accused of deleting comments and members from the oppositionon our Facebook Fan page.

If you delete something, tell your fans and tell them why.

We only delete posts with profanity, spam, personal attacks, or misinformation.Simple disagreements are kept to preserve transparency.

Don’t be afraid to use blocking features – common practice.

Tip #5: Stay on top of the latest trends so you’re prepared for the next big thing.

Tip #6: Take the time to get staff and exec buy in.

Don’t just show them your fan page, get them one.

Get them using the tools if they are the least bit interested.

If not, try a more passive approach like setting up a daily digest of yourTwitter feed to their email

That way, when you find yourself in a Social Media Storm and in need ofhelp / support / additional resources – they will understand (more on that later…)

Tip #7: (and maybe the most important) Be proactive.

Take the time to build up a fan base and build trust with them so they’llCome to your defense in time of an attack

Follow and participate in hashtags / memes, and create your own

Retweet / comment back often

Follow people who mention you

Answer all incoming questions

It’s ok (not creepy) to respond to people who aren’t followingYou but that you’re monitoring. You can make good friendsThat way!

Turn these people into ambassadors, interns and employees!

Track number of mentions, comments, blog posts, and followers over time. The goal is to get more people talking about you!

Tip #8: Have a response process in place

We have a process in place with our online and PR teams:• Monitor sites in real-time, all day, every day• Evaluate what is necessary to respond to• Develop a response with PR• Deliver the response via the medium it was generated• Monitor the conversation following and engage as necessary• Alert everyone in the daily news meeting

Don’t take it personally. Always be respectful but don’t beAfraid to show some personality.

BREATHE. Get up and take a walk before you respond.

If you find yourself in a Twitterstorm

•Listen to the what — and to the who.

• It's OK to say, "We don't know.“

• Address the crowd where it's gathered.

• Tone matters.

• Explain how you'll address the specific issue

• Talk about what you’ll do to prevent it from happening again

Transparency & open communication

Have a company policy – you may think its common sense… it’s not!

http://www.facebook.com/home.php#/note.php?note_id=102600213661

Crisis CommunicationsIt’s not new. Just add social media to it.

NEVER post something you wouldn’t want on the front page of the New York Times!

(Or something you wouldn’t want your mother or boss to see!)

My advice to employees

Thank you!

Carie LewisDirector of Emerging MediaThe Humane Society of the United States

Email: [email protected]: http://www.linkedin.com/in/carielewisTwitter: @cariegrlsBlog: cariegrls.blogspot.com

• Pick the right outcome to measure• Track the entire funnel• Use An Egg Timer To Track Your Time• Test Your Recipes • Seasoned to Taste

Measurement Tips, Tricks, and Tools

KD Paine

1. Pick the Right Outcome To Measure

Objective, Audience, Strategy, Tactics …

Identify the most important metrics to measure it!

Well, maybe not

dead

2. Track The Whole Funnel

http://bit.ly/beth53

Seed: Twitalyzer to identify Influencers

# followers # unique references Frequency RT you Frequency RT others Relative frequency updates

Seed: Social Network Analysis Tools

An “impression” is counted whenever a follower sees a tweet. (#tweets x followers)

The “total followers reached” is a sum of all the followers of the people tweeting. It does not remove duplicates

Attention: Leverage Twitter API

Engagement: What the Hashtag Tweets

Engagement: Bit.ly for Click Thrus

Conversion Event: Those who click on the donate linkConversion Goal: The percentage of who clicked through from blog post or Twitter to Causes Donation page

Conversion: Donations, Sign Ups, Etc

3. Use An Egg Timer To Track Your Time

ADOLAS

Oh Look, A Squirrel!

Squirrel!

4. Use a Test Kitchen

5. Seasoned to Taste

• Pick the right outcome to measure• Track the entire funnel• Use An Egg Timer To Track Your Time• Test Your Recipes • Seasoned to Taste

Measurement Tips, Tricks, and Tools

Squirrel!

FROZEN PEA FUND + TWITTER = FINDING A CURE FOR BREAST

CANCER

Free the Kids – The Final Dish

Girl2Woman Tasty Takeaways

1. Facebook beat Twitter in getting people to take action

2. Entering emails for tell a friend is hard. • Contact import would have been useful for people entering friends’

emails

3. Listening BEFORE the campaign was crucial • Allowed them to get message, tactics and outreach right at launch

4. INTEGRATE social media with traditional outlets • Facebook fans= good.

• Facebook fans with email addresses = great!

5. Tapping into influencers online is powerful• Nicholas Kristof of the NYT tweeted Girl2Woman

to his nearly 1M followers which helped raise web

traffic and visibility

IHOP = WIN

We launched a Facebook campaign asking our fans to post messagesTo IHOP on their fan page asking them to go cage free.

IHOP stated that the social media response was the strongest method.

In 3 months, they came to an agreement to phase in cage free eggs.

Yellow Fail and the Pilot Fiascoes

Recently, we fell victim to the very strategy that influenced IHOP to change.

A corporate front group launched a campaign against us to knock offSome of our corporate sponsors.

Although it was a smear campaign, they used social media to obtainTheir victory.

Thank you!

Real House Wives of Social Media

Technology

Transcript of Real House Wives of Social Media