turning fans into donors and activists through social ... · how to do it: –use a free tool like...

Turning Fans into Donors and Activists Through Social Media

#bbsocial

Carie LewisDir of Emerging Media

Frank BarryDir Digital MarketingDir. of Emerging Media

Humane Society, USADir, Digital MarketingBlackbaud

#bbsocial

[ Turning Fans into Donors and Activists Through Social Media ]

Carie Lewis, Director of Emerging Media@cariegrls

[ My name is Carie, and I’m a social media addict. ]

[ Just a Fad? ]

“I just got a keychain and address labels in the mail from you guys. Now that I see y g y

you posting on Facebook and know you're legit I'll be sending a donation Thankslegit, I ll be sending a donation. Thanks

for the work you do.”

– Posted to our Facebook Page wall, January 2010

[ What We’ll Talk About ]

HSUS’ S i l M di P• HSUS’ Social Media Program– Where We AreCulture– Culture

– StrategyStructure– Structure

– Goals and Measurement

• Tactics for converting fans and followers to donors, advocates, and event attendees,

[ Let Me Get This Out of the Way Now…]

I am well aware of the cute puppy and kitty factor.

That certainly helps us, but that is not why we are successful.

[ Where We Are ]

[ By The Numbers ]

• 1 4 million Facebook fans• 1.4 million Facebook fans• 150,000 Twitter followers• 129% growth rate on Facebook from ’11‐’12• $600 000 raised on Facebook (lifetime at the• $600,000 raised on Facebook (lifetime at the middle of 2012)

• Over 150,000 actions taken on Facebook so far in 2012

[ How We’re Structured ]

Carie LewisDirector of Emerging Media

Strategy and project management

Ellen PascaleSocial CampaignerSocial media technical

Sarah ButlerOnline Ad Coordinatoronline advertising

Sarah BarnettSocial CommunicationsManagertalking points and PR

Anne HoganCommunity ManagerPosting and engagement

Online Volunteers

Teddy, Bella, and MaxDogs of Emerging Media

Emotional Support

Emma WilliamsEmerging Media Intern

[ How Social Media Works at HSUS ]

• The HSUS Twitter and Facebook pages are maintained by CommS i l di i ll t f ’ j b b t th• Social media is a small part of everyone’s job, but we are the

gatekeeper • Over 100 presences on Facebook in addition to our Fan Page• Monthly Social Media Working Group for admins • All Admins must sign anadmin contractadmin contract• No social media policy for employees but hold quarterlyprivacy trainings• Read industry publications d ti i t i t kiand participate in networking

events to stay ahead

[ How We Use Them Differently ]

Where our constituents arePeople talk about us here

For customer service and relationship building but is

A customer service and relationship building tool relationship building but is

also our action oriented community

relationship building tool

[ How We Operate in Social Media ]

• Answer everyone who comes to us with a legitimate question or concernwith a legitimate question or concern• Do not use tools to schedule or post • Monitor every public mention of HSUS• Facebook response time = under 2 hours, Twitter = 30 minutes.• Don’t delete comments unless theyDon t delete comments unless they violate our commenting policy• Very selective about what we post E id f• Every post must provide fans some

kind of value or benefit. • Never post more than once a day unless p ythere is breaking news.• Social media is no longer an afterthought – its integrated

[ We are not afraid to fail or screw up! ]

We have, plenty of times.Learn from your mistakes!Learn from your mistakes!

We have a crisis plan whichincludes our guidelines ondeleting comments, responding to angry fansresponding to angry fans, etc – but to boil it down:

In a crisis we:acknowledge, rectify, and move on.

[ Our Social Media “Philosophy” ]

By providing our fans what they want like:

• fun contests• polls asking for their opinion• listening to feedback on posts

i ti• answering every question• Show ways to make a difference• other engagement opportunities

We believe they will feel enough of aconnection with the brand to do what we ask such as:

• donating• taking action• filling out a form• Answering a question• RSVPing to an event

[ But Perhaps Most Importantly…]

We don’t meas re s ccessWe don’t measure success by # of fans or followersby # of fans or followers.

“…that’s so myspace.” –C. Lewis

[ What Matters? ]

The Like or Follow is the beginning of the l i hi b d frelationship between you and a fan,

not the end.Ask yourself:• Do those people do what you want them to do? (tie to goals)p p y ( g )• How can you get them to do it? (think like a user)• How are you making it a valuable community for both you and

your fans? (be selective and creative)• How will you get them to come back? (engage)

You must be relevant, interesting, concise, responsive, and provide value to your fans.

[ Goals ]

Our goals in using social media are: advocacy, fundraising, providing customer service, and increasing brand sentiment online by

promoting the good work of the organization.

Customer serviceCustomer service & engagement Interest & trust

Positive connectionto the brand

More likely to share our content

Better chance of becoming a memberg

Everything we do online is tied to advocacy and fundraising – social media is no exception.

[ What We Measure ]

• # of actions taken• # of donors• Amount of donations*• # of new names to file• Customer service wins• Sentiment %• Growth rateGrowth rate• Most popular content• # mentions# mentions• Notable mentions

*both from Facebook Causes and sourced from our website

[ Don’t Forget About the Intangibles! ]

Our Weekly Social Media Mentions Report showcases notable mentionsReport showcases notable mentions about our brand in social media.

Includes mentions from: • Supporters/members/fans• Other organizations• Other organizations• Companies• Celebrities

Sent to executives to showcase intangible benefits from social mediaintangible benefits from social mediaas well as give them an insight of what’s buzzing online that week related to our brand.

[ Tactics to Steal! ]

Get excited!!

[ 15 Tactics to Convert Fans to Constituents ]

#1: Ask explicitly with a solid call to tiaction.

H d i Add “Pl RT”How to do it: – Add “Please RT” or “please share” or “take action now” to your posts Note: usenow to your posts. Note: use sparingly or it will not mean as much.

Why it works: People tend to doWhy it works: People tend to do things if you just ask.


#2: Make every piece of content you already have shareable and ask peoplealready have shareable and ask people to share on every thank you page.

How to do it: – Use a free tool like AddThisto make your emails, webpages, and advo/donation forms shareable onadvo/donation forms shareable on Facebook and Twitter

Why it works: Your existing constituency is more likely to share your content and recruit like minded friends and rightrecruit like‐minded friends, and right after they’ve taken action is the peak time for their engagement with you.


#3: Replicate all of your asks inside FacebookFacebook.

How to do it: Use Facebook CausesHow to do it: Use Facebook Causes fundraising projects or your CMS’ API technology to bring forms onto aAPI technology to bring forms onto a custom Facebook tab

Why it works: People on Facebook want to stay on Facebook, and will y ,convert at higher rates if you keep them there.


#4: Answer and thank everyone.

How to do it: Answer everyone that asks a question in a comment string or writes on your wall On Twitter set up keywordyour wall. On Twitter, set up keyword monitoring for anyone that shares their donation.

Why it works: When someone gets a response, it builds trust and loyalty. p , y yDonors want to feel that you appreciate them and that they’re not just another donor. They will be more likely to donate y yagain or recruit others (modern‐day donor cultivation!)


#5: Get serious about social monitoringmonitoring.

How to do it: Use Tweetdeck andHow to do it: Use Tweetdeck and Google Alerts (free) or purchase a social CRM like SmallAct, Spredfast

Why it works: When someone is talking about you, you can respond and give them the info they need, like help with their donation orlike help with their donation or clear up misinformation.


#6: Make real world events social by replicating events on Facebook.

How to do it: Create a Facebook event for all of your events even online (likeall of your events, even online (like webinars). Add Twitter handle to your registration fields, and create a Twitter h ht Add RSVP F b k thhashtag. Add RSVP on Facebook on the registration thank you page.

Why it works: People on Facebook like to stay on Facebook, and show the world all the fun things they’re doing. They g y g ymight even suggest to friends. This gets people online, offline.


#7: Don’t dismiss custom tabs yet.

How to do it: Create custom tabs to show people how they can become p p ya member / donate / take action

Why it works: Timeline may have gotten rid of landing tabs, but you an still p sh people to tabscan still push people to tabs. Pushing people to our member tab to get our magazine was the most g gsuccessful donation method in 2011.


#8: Make it about THEM.

How to do it: Instead of saying “sign our disaster gpreparedness pledge” say “you wouldn’t leave your pet b hi d i di t ldbehind in a disaster, would you? Then sign the pledge!”

Why it Works: People ask “what’s in it for me?” Make it about them and they’ll feel more connected to you.


#9: Use Facebook ads (yes, I said it.)said it.)

How to do it: Even $100 will $produce results via Facebook’s robust ad t ti ttargeting system.

Why it works: You can target ads to your fans viaWhy it works: You can target ads to your fans via a promoted post, linking to a certain post. Use this for donation and action campaigns. This is a great way to ensure fans see your posts, and convert them.


#10: Give them multiple ways to donate ‐ whatever is comfortabledonate whatever is comfortable for them.

How to do it: Give options to donate on Facebook, on your website, via

bil i t t b tmobile, via a custom tab, etc.

Why it works: Some people still aren’t comfortable with donating on Facebook and some don’t want toFacebook, and some don t want to leave. Give them all possible options.


#11: Make it a safe plans for fans.

How to do it: Have a commenting policy on your page and enforce it. p y y p g

Why it works: Your fans don’t necessarily know everything about you, so when they come to your page you don’t want a bunch ofpage you don t want a bunch of spam, misinformation, etc. on your page. It could deter them. Be there! (And don’t disable posting or commenting by fans!)


#12: Post a variety of types of content.content.

How to do it: Ask for opinions, post p , pactions, post funny photos or videos.

Why it works: People like variety. Switch it up. Don’t beat people over the head with asks, but don’t just post fluff all the time. That way when you do ask forway when you do ask for something, they’ll know you mean it / need it.


#13: Make your content as relevant as possible to yourrelevant as possible to your fans.

How to do it: Localize your posts so that they are

hi ll l tgeographically relevant.

Why it works: When something is more relevant to you, you’re more likely to pay attention and do something about itdo something about it.


#14: Close the loop.

How to do it: When you ask fans to do something, let them know what g,happens as a result.

Wh i k P lWhy it works: People want to see how their time and money is making a difference. Showmaking a difference. Show them by following up and closing the loop, and they’ll be

l d dmore inclined to do it again when you ask.


#15: Make sure you’re tracking.

How to do it: Use Google Analytics or your CMS’ trackable link system to y yuniquely source all different promotion types.

Why it works: How will you know if you’re converting fans toyou re converting fans to constituents if you’re not tracking it? Test different ad text, images, post types, etc. to see what resonates best with your audience.

[ That All Being Said… ]

You still need a sizable base to take advantage of the i lit f i l t kvirality of social networks.

[ Integration Will Help People Find You ]

• Social media works in conjunction with all of our online channels: email, all of our online channels: email,website, online advertising, and mobile.

• Every piece of content we put out is shareable on Facebook Twitter and viashareable on Facebook, Twitter, and via email.

• Our homepage has a live feed of b k dFacebook and Twitter

• Every page on our website has a link to our social media presencesp

• We have a daily 9 minute Communications meeting about what each channel is putting out that day.

• We maintain an editorial calendar for social media• Website content links to related Facebook pages,

events, etc.

[ All of This is Working! ]

• All positions in Emerging Media have been paid for by social media fundraising.

• We are the third most successful nonprofit on Facebook Causes in terms of fundraisingCauses in terms of fundraising.

• We reached our goal of $500,000 raised on Facebook at the end of 2011.

• Our fundraising strategy is to be where people are, and provide them opportunity to give how and where they want to giveto give.

Integration and engagement are the keys to g g g your growth and success in social media.

[ Final Thought ]

“Social media is“Social media is freefree….free like afree like a puppy.”puppy

#SMWES // @cariegrls

[ Thank you! ]

clewis@humanesociety [email protected]@cariegrls

linkedin.com/in/carielewis

This presentation is available for download at slideshare.net/cariegrlsThis presentation is available for download at slideshare.net/cariegrls

Also check out my Prezi: “Why I Don’t Like You: Strategies and Tactics forWhy I Don t Like You: Strategies and Tactics for

Continued Social Engagement”http://prezi.com/6402qygr7iys/why‐i‐dont‐like‐you/

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