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[ 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
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 Page wall, January 2010
[ What We’ll Talk About ]


• HSUS’ Social Media Program
   – Where We Are
   – Culture
   – Strategy
   – 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
• 150,000 Twitter followers
• 129% growth rate on Facebook from ’11-’12
• $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 Lewis
                                                         Director of Emerging Media
                                                      Strategy and project management




    Anne Hogan               Ellen Pascale                Sarah Barnett           Sarah Butler
    Community Manager        Social Campaigner            Social Communications   Online Ad Coordinator
    Posting and engagement   Social media technical       Manager                 online advertising
                                                          talking points and PR




                                                                                                           Teddy, Bella, and Max
   Emma Williams                                                                                          Dogs of Emerging Media
Emerging Media Intern                                   Online Volunteers                                   Emotional Support
[ How Social Media Works at HSUS ]

• The HSUS Twitter and Facebook pages are maintained by Comm
• 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 an
admin contract
• No social media policy for
employees but hold quarterly
privacy trainings
• Read industry publications
and participate in networking
events to stay ahead
[ How We Use Them Differently ]




People talk about us here    Where our constituents are

 A customer service and       For customer service and
relationship building tool   relationship building but is
                               also our action oriented
                                     community
[ How We Operate in Social Media ]

• Answer everyone who comes to us
with 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 they
violate our commenting policy
• Very selective about what we post
• Every post must provide fans some
kind of value or benefit.
• Never post more than once a day unless
there 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!

We have a crisis plan which
includes our guidelines on
deleting comments,
responding 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
•   answering every question
•   Show ways to make a difference
•   other engagement opportunities

We believe they will feel enough of a
connection 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 measure success
by # of fans or followers.
       “…that’s so myspace.” –C. Lewis
[ What Matters? ]

 The Like or Follow is the beginning of the
    relationship between you and a fan,
                 not the end.
Ask yourself:
• Do those people do what you want them to do? (tie to goals)
• 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 service
                      & engagement                      Interest & trust



               More likely to
               share our content                           Positive connection
                                                           to the brand


                                      Better chance of
                                      becoming a member

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 rate
•   Most popular content
•   # mentions
                             *both from Facebook Causes and sourced from our website
•   Notable mentions
[ Don’t Forget About the Intangibles! ]

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

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

Sent to executives to showcase
intangible benefits from social media
as 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
  action.

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

Why it works: People tend to do
 things if you just ask.
[ 15 Tactics to Convert Fans to Constituents ]

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

How to do it: – Use a free tool like AddThis
  to make your emails, webpages, and
  advo/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 right
 after they’ve taken action is the peak
 time for their engagement with you.
[ 15 Tactics to Convert Fans to Constituents ]

#3: Replicate all of your asks inside
  Facebook.

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

Why it works: People on Facebook
 want to stay on Facebook, and will
 convert at higher rates if you keep
 them there.
[ 15 Tactics to Convert Fans to Constituents ]

#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 keyword
  monitoring for anyone that shares their
  donation.

Why it works: When someone gets a
  response, it builds trust and loyalty.
  Donors want to feel that you appreciate
  them and that they’re not just another
  donor. They will be more likely to donate
  again or recruit others (modern-day
  donor cultivation!)
[ 15 Tactics to Convert Fans to Constituents ]

#5: Get serious about social
  monitoring.

How 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 or
 clear up misinformation.
[ 15 Tactics to Convert Fans to Constituents ]

#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 (like
  webinars). Add Twitter handle to your
  registration fields, and create a Twitter
  hashtag. 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
  might even suggest to friends. This gets
  people online, offline.
[ 15 Tactics to Convert Fans to Constituents ]

#7: Don’t dismiss custom tabs yet.

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

Why it works: Timeline may have
 gotten rid of landing tabs, but you
 can still push people to tabs.
 Pushing people to our member tab
 to get our magazine was the most
 successful donation method in
 2011.
[ 15 Tactics to Convert Fans to Constituents ]

#8: Make it about THEM.

How to do it: Instead of saying
  “sign our disaster
  preparedness pledge” say
  “you wouldn’t leave your pet
  behind 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.
[ 15 Tactics to Convert Fans to Constituents ]

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

How to do it: Even $100 will
  produce results via
  Facebook’s robust ad
  targeting system.

Why 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.
[ 15 Tactics to Convert Fans to Constituents ]

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

How to do it: Give options to donate
  on Facebook, on your website, via
  mobile, via a custom tab, etc.


Why it works: Some people still aren’t
 comfortable with donating on
 Facebook, and some don’t want to
 leave. Give them all possible options.
[ 15 Tactics to Convert Fans to Constituents ]

#11: Make it a safe plans for fans.

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

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 of
 spam, misinformation, etc. on your
 page. It could deter them. Be there!
 (And don’t disable posting or
 commenting by fans!)
[ 15 Tactics to Convert Fans to Constituents ]

#12: Post a variety of types of
  content.

How to do it: Ask for opinions, post
  actions, 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 for
 something, they’ll know you mean
 it / need it.
[ 15 Tactics to Convert Fans to Constituents ]

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

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

Why it works: When something is
 more relevant to you, you’re
 more likely to pay attention and
 do something about it.
[ 15 Tactics to Convert Fans to Constituents ]

#14: Close the loop.

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

Why it works: People want to see
 how their time and money is
 making a difference. Show
 them by following up and
 closing the loop, and they’ll be
 more inclined to do it again
 when you ask.
[ 15 Tactics to Convert Fans to Constituents ]

#15: Make sure you’re tracking.

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

Why it works: How will you know if
 you’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
                virality of social networks.
[ Integration Will Help People Find You ]

• Social media works in conjunction with
   all of our online channels: email,
   website, online advertising, and mobile.
• Every piece of content we put out is
   shareable on Facebook, Twitter, and via
   email.
• Our homepage has a live feed of
   Facebook and Twitter
 • Every page on our website has a link to our social
   media presences
 • 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 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 give.

              Integration and engagement are the keys to
                our growth and success in social media.
[ Final Thought ]



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

                              #SMWES // @cariegrls
[ Thank you! ]

                 clewis@humanesociety.org
                         @cariegrls
                 linkedin.com/in/carielewis




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

                       Also check out my Prezi:
          “Why 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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Blackbaud Webinar: Turning Fans into Donors and Activists Through Social Media

  • 1. [ Turning Fans into Donors and Activists Through Social Media ] Carie Lewis, Director of Emerging Media @cariegrls
  • 2. [ My name is Carie, and I’m a social media addict. ]
  • 3. [ Just a Fad? ] “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 Page wall, January 2010
  • 4. [ What We’ll Talk About ] • HSUS’ Social Media Program – Where We Are – Culture – Strategy – Structure – Goals and Measurement • Tactics for converting fans and followers to donors, advocates, and event attendees
  • 5. [ 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.
  • 6. [ Where We Are ]
  • 7. [ By The Numbers ] • 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 middle of 2012) • Over 150,000 actions taken on Facebook so far in 2012
  • 8. [ How We’re Structured ] Carie Lewis Director of Emerging Media Strategy and project management Anne Hogan Ellen Pascale Sarah Barnett Sarah Butler Community Manager Social Campaigner Social Communications Online Ad Coordinator Posting and engagement Social media technical Manager online advertising talking points and PR Teddy, Bella, and Max Emma Williams Dogs of Emerging Media Emerging Media Intern Online Volunteers Emotional Support
  • 9. [ How Social Media Works at HSUS ] • The HSUS Twitter and Facebook pages are maintained by Comm • 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 an admin contract • No social media policy for employees but hold quarterly privacy trainings • Read industry publications and participate in networking events to stay ahead
  • 10. [ How We Use Them Differently ] People talk about us here Where our constituents are A customer service and For customer service and relationship building tool relationship building but is also our action oriented community
  • 11. [ How We Operate in Social Media ] • Answer everyone who comes to us with 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 they violate our commenting policy • Very selective about what we post • Every post must provide fans some kind of value or benefit. • Never post more than once a day unless there is breaking news. • Social media is no longer an afterthought – its integrated
  • 12. [ We are not afraid to fail or screw up! ] We have, plenty of times. Learn from your mistakes! We have a crisis plan which includes our guidelines on deleting comments, responding to angry fans, etc – but to boil it down: In a crisis we: acknowledge, rectify, and move on.
  • 13. [ Our Social Media “Philosophy” ] By providing our fans what they want like: • fun contests • polls asking for their opinion • listening to feedback on posts • answering every question • Show ways to make a difference • other engagement opportunities We believe they will feel enough of a connection with the brand to do what we ask such as: • donating • taking action • filling out a form • Answering a question • RSVPing to an event
  • 14. [ But Perhaps Most Importantly…] We don’t measure success by # of fans or followers. “…that’s so myspace.” –C. Lewis
  • 15. [ What Matters? ] The Like or Follow is the beginning of the relationship between you and a fan, not the end. Ask yourself: • Do those people do what you want them to do? (tie to goals) • 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.
  • 16. [ 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 service & engagement Interest & trust More likely to share our content Positive connection to the brand Better chance of becoming a member Everything we do online is tied to advocacy and fundraising – social media is no exception.
  • 17. [ What We Measure ] • # of actions taken • # of donors • Amount of donations* • # of new names to file • Customer service wins • Sentiment % • Growth rate • Most popular content • # mentions *both from Facebook Causes and sourced from our website • Notable mentions
  • 18. [ Don’t Forget About the Intangibles! ] Our Weekly Social Media Mentions Report showcases notable mentions about our brand in social media. Includes mentions from: • Supporters/members/fans • Other organizations • Companies • Celebrities Sent to executives to showcase intangible benefits from social media as well as give them an insight of what’s buzzing online that week related to our brand.
  • 19. [ Tactics to Steal! ] Get excited!!
  • 20. [ 15 Tactics to Convert Fans to Constituents ] #1: Ask explicitly with a solid call to action. How to do it: – Add “Please RT” or “please share” or “take action now” to your posts. Note: use sparingly or it will not mean as much. Why it works: People tend to do things if you just ask.
  • 21. [ 15 Tactics to Convert Fans to Constituents ] #2: Make every piece of content you already have shareable and ask people to share on every thank you page. How to do it: – Use a free tool like AddThis to make your emails, webpages, and advo/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 right after they’ve taken action is the peak time for their engagement with you.
  • 22. [ 15 Tactics to Convert Fans to Constituents ] #3: Replicate all of your asks inside Facebook. How to do it: Use Facebook Causes fundraising projects or your CMS’ API technology to bring forms onto a custom Facebook tab Why it works: People on Facebook want to stay on Facebook, and will convert at higher rates if you keep them there.
  • 23. [ 15 Tactics to Convert Fans to Constituents ] #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 keyword monitoring for anyone that shares their donation. Why it works: When someone gets a response, it builds trust and loyalty. Donors want to feel that you appreciate them and that they’re not just another donor. They will be more likely to donate again or recruit others (modern-day donor cultivation!)
  • 24. [ 15 Tactics to Convert Fans to Constituents ] #5: Get serious about social monitoring. How 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 or clear up misinformation.
  • 25. [ 15 Tactics to Convert Fans to Constituents ] #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 (like webinars). Add Twitter handle to your registration fields, and create a Twitter hashtag. 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 might even suggest to friends. This gets people online, offline.
  • 26. [ 15 Tactics to Convert Fans to Constituents ] #7: Don’t dismiss custom tabs yet. How to do it: Create custom tabs to show people how they can become a member / donate / take action Why it works: Timeline may have gotten rid of landing tabs, but you can still push people to tabs. Pushing people to our member tab to get our magazine was the most successful donation method in 2011.
  • 27. [ 15 Tactics to Convert Fans to Constituents ] #8: Make it about THEM. How to do it: Instead of saying “sign our disaster preparedness pledge” say “you wouldn’t leave your pet behind 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.
  • 28. [ 15 Tactics to Convert Fans to Constituents ] #9: Use Facebook ads (yes, I said it.) How to do it: Even $100 will produce results via Facebook’s robust ad targeting system. Why 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.
  • 29. [ 15 Tactics to Convert Fans to Constituents ] #10: Give them multiple ways to donate - whatever is comfortable for them. How to do it: Give options to donate on Facebook, on your website, via mobile, via a custom tab, etc. Why it works: Some people still aren’t comfortable with donating on Facebook, and some don’t want to leave. Give them all possible options.
  • 30. [ 15 Tactics to Convert Fans to Constituents ] #11: Make it a safe plans for fans. How to do it: Have a commenting policy on your page and enforce it. 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 of spam, misinformation, etc. on your page. It could deter them. Be there! (And don’t disable posting or commenting by fans!)
  • 31. [ 15 Tactics to Convert Fans to Constituents ] #12: Post a variety of types of content. How to do it: Ask for opinions, post actions, 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 for something, they’ll know you mean it / need it.
  • 32. [ 15 Tactics to Convert Fans to Constituents ] #13: Make your content as relevant as possible to your fans. How to do it: Localize your posts so that they are geographically relevant. Why it works: When something is more relevant to you, you’re more likely to pay attention and do something about it.
  • 33. [ 15 Tactics to Convert Fans to Constituents ] #14: Close the loop. How to do it: When you ask fans to do something, let them know what happens as a result. Why it works: People want to see how their time and money is making a difference. Show them by following up and closing the loop, and they’ll be more inclined to do it again when you ask.
  • 34. [ 15 Tactics to Convert Fans to Constituents ] #15: Make sure you’re tracking. How to do it: Use Google Analytics or your CMS’ trackable link system to uniquely source all different promotion types. Why it works: How will you know if you’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.
  • 35. [ That All Being Said… ] You still need a sizable base to take advantage of the virality of social networks.
  • 36. [ Integration Will Help People Find You ] • Social media works in conjunction with all of our online channels: email, website, online advertising, and mobile. • Every piece of content we put out is shareable on Facebook, Twitter, and via email. • Our homepage has a live feed of Facebook and Twitter • Every page on our website has a link to our social media presences • 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.
  • 37. [ 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 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 give. Integration and engagement are the keys to our growth and success in social media.
  • 38. [ Final Thought ] “Social media is free…. free like a puppy.” #SMWES // @cariegrls
  • 39. [ Thank you! ] clewis@humanesociety.org @cariegrls linkedin.com/in/carielewis This presentation is available for download at slideshare.net/cariegrls Also check out my Prezi: “Why I Don’t Like You: Strategies and Tactics for Continued Social Engagement” http://prezi.com/6402qygr7iys/why-i-dont-like-you/

Editor's Notes

  1. Join us for a webinar series that examines how nonprofits are taking fundraising to the next level by engaging their supporters through social media. In partnership with NTEN and Common Knowledge, social media experts from Blackbaud will share best practices for building your base and engaging your community on social outlets. Plus, each session will highlight a different nonprofit to show how they have leveraged social media for successful events, advocacy, fundraising, service delivery, and much more.Ok, so you may have a lot of fans and followers, but unfortunately you can’t measure the success of social media marketing just by your number of fans. The key in leveraging social media to expand your fundraising efforts means you have to convert these fans into constituents. We invite you to join Carie Lewis, Director of Emerging Media for The Humane Society, and Frank Barry, Internet Strategy Manager for Blackbaud, to participate an interactive discussion on how nonprofits are doing just that. Carie will share the key components of The Humane Society’s social strategy and how they are doing more than just raising awareness through their online presence – they’re turning fans into activists!https://blackbaud.com/nten
  2. Been at HSUS for 6 yearsWas hired to do PPC and discovered an untapped nicheYou must be a user yourself to get it
  3. We actually talk a lot about animal cruelty, which is one of the WORST things in the world.
  4. We just recently killed our MySpace community and launched Pinterest
  5. we craft the message for the medium.Got buy in from executives early73% of people unlike a brand because they post too much
  6. Success is no longer just about how many friends you have.
  7. There is just an added customer service / feedback loop componentWe also have social media-specific metrics which show growth
  8. Create & participate in memesBe timelyMake friends and cross promote – ellen example, paulwesley, kesha – draft tweets
  9. And provides a holistic experience with the brand.
  10. It may not cost money, but it takes time and resources to do social media right in order to successfully tie it to your bottom line.