national presence, local look: how the american red cross succeeds in social media with the help of...

National Presence, Local LookHow the American Red Cross Succeeds in Social Media with the Help of Local Chapters

#ARC11NTC

Kristiana KocisLise HarwinGloria Huang

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Why does the Red Cross use Social Media?

• It’s collaborative and community-driven, just like us.

• Its existence is changing stakeholders’ behavior and expectations

• If we connect with stakeholders in the way they want, everyone wins

• We have an opportunity to communicate in both an expansive and hyper-local way

3

Our Social Media Philosophy To create a loyal community of Red Cross investors.To help people prevent, prepare for, and respond to

emergencies. • Transparency Trust

• Two Way Conversation

• Being human– Activating our enormous

body of workers and volunteers

4

The Social Media HandbookEmpowering all Red Crossers to speak on behalf of the

organization

• We use the handbook primarily as a resource and a beginner’s guide for our 640+ chapters.

• Social media savvy varies greatly from chapter to chapter

• It’s not about setting boundaries, but showing them how to own the content and interactions

Helping the Chapters Help Others

National HeadquartersRedcross.org

Blog

Disaster Online Newsroom

Facebook

Twitter

Social Media Handbook

National campaigns

Public Affairs team

Localizable releases

APAT deployments

Red Cross ChaptersWebsites, blogs, Twitter, Facebook

Face-to-face interaction

Service delivery

Disaster-specific content

Local/regional stories

Local community knowledge, know-how

Familiarity, diversity

Who’s Our Audience?

Chapters:Local individuals Businesses Media Government agencies (fire, emergency management) Local non-profits (best practices/inspiration)

National Headquarters:National and global individualsAll Red Cross workers, volunteers National broadcast, cable, print, and online media outletsGovernment agencies (FEMA, State Dept.)The broader public, in times of sudden crisis

DO…Follow people/businesses in your geographic areaFollow local media & political leaders Follow those who are popular with local audiencesFollow vocal supporters or national spokespeople for your causeFollow those that:

Influence your business (FEMA, NOAA, DHS) Provide inspiration (LiveStrong, Charity: Water, Beth Kanter) Offer breaking news (CNN, NPR) Are social media aggregators (Mashable, Boing Boing, Wired)

DON’T…Follow every other chapter (it can look incestuous)Follow those clearly outside your area (leave them for their local office)

Building a Local Audience:Do’s and Don’ts

Other Tips for Building Your Audience

Create a social media business card

Include social media info on all press releases

Add buttons on website and other social media sites

Always talk up in mixers/partner meetings

Make sure that National is linked to your local site, and vice versa

Case StudiesNational Message Local Audience

Storms That Don't Affect The Area:

Don't have to repeat every post

Urge people to pass info to affected friends/family

Good preparedness reminder

Snowpocalypse? Talk about SUNpocalypse!

Case StudiesNational Message Local Audience

Haiti/Chile earthquakes:

Re-tweets/re-posts can ensure correct language in sensitive situations

Watch for local angle (Chile topography similar to Oregon)

Good preparedness reminder

Case StudiesNational Message Local Audience

Holiday Campaign:

Build a relationship and prove value before asking for money

Use low dollar thresholds to spark interest

Pick items that are relevant to community

Show how local volunteers help here, and across the country

Case StudiesNational Message Local Audience

Annual awareness months

Constant challenge to come up with new, creative messages

Extending the conversation – taking the same message and finding local examples to apply it to

Case StudiesNational Message Local Audience

Blood Shortage:

Tweak messages provided by NHQ to be shorter, punchier

Be creative to find new ways to say, "Give Blood."

Talk about how West Coast can help East Coast

A “Twoops” MomentWhen a pre-existing network of supporters helps turn

a mistake into an opportunity

THANK YOU!Kristiana Kocis

@kristianakocis

kkocis@sbredcross.org

Lise Harwin

@LHarwin

harwinl@oregonredcross.org

Gloria Huang

@riaglo

HuangG@usa.redcross.org