My Boss Doesn't Get It - How Social Media is Changing the Way We Communicate (Convio 2010)

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

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

Then
Take action, then tell a friend via email

Now
Take action, then share with a friend via email,
Facebook, MySpace, or Twitter

Then
Ask for a phone number? That depresses response!

Now
Ask for a phone number? Of course, but which one?

Now
Email is still king – but the royal court has grown

Then
Tell a compelling story, then ask people to take
action or donate.

Now
Tell a compelling story, then ask people to take
action or donate.

14
© 2010 Convio, Inc.
So how have we adapted to – and
embraced – these changes?

15
Our Four Keys to Success
• We agreed on the goals
• We got enough buy-in to experiment and
innovate
• We integrated social media with other
communication channels
• We track and report the numbers that
relate to our goals

18
How I Work with Geoff
• He’s bought into the power of Facebook, but is not a frequent
user.
• Geoff has no interest in experimenting with new tools like
Twitter or Foursquare.
– (That’s why it’s important to have staff who ARE users.)
• I’ve proven the investment of social media through
fundraising, so he trusts my crazy ideas.
• I meet with him on strategy and keep him informed via a
weekly meeting.
• I don’t email him or Facebook him very often. IM sometimes
works.
• It took a long time for us to come to a goal agreement, but we
had to.
• I like to post funny cartoons on his cube to remind him of how
out of it he is.

20
How I Work with Carie
• I tolerate her.
– Beer helps a little. And the results she gets.
• I remind her of our goals early and often.
– I think she finally gets them now.
• My first reaction to her cockamamie ideas
is usually some kind of eye roll.
– 3 months later, we are often doing it.
• I share in her successes.
– Her successes are my successes.

• 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.

Key #2:
Get Enough Buy-in to
Experiment and Innovate

23
How We Started
• We started out with one person hired to manage online
marketing
• Identified a growing trend
• Went under the radar
• Began by recruiting like minded members of other
pages, participating in discussion boards, and thanking
everyone individually
• Built up a supporter base
• We proved its worth by speaking their language
• We compared the ROI to our paid banner campaigns
• Got a tech-savvy employee to train executives and staff
• Sensitive to all curiosity and comfort levels (we got
some on Facebook, some just a daily digest of our
Twitter feed to their email
• …Don’t just tell them about it: get them involved!

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

25
So, what do we do?
• Be where (your) people are
• Stay on top of latest trends
• Research new opportunities
• Stay fresh and interesting
• Train staff
• Have guidelines
• Take an integrated approach
• Measure everything!
• Encourage executive participation
• Showcase successes
• Listen
• Don’t be afraid to fail
• Learn from mistakes
Build a social strategy that integrates into your existing
communications channels.

Key #3:
Integrate social media with other
communication channels

27
Integration is Our #1 Strategy for Success
– Every piece of web content has sharing
capabilities
– Every email is shareable
– Every page on our website has a link to our
social media presences
– Our homepage has a live feed of Twitter and
Facebook
– Website content links to related Facebook
Groups, Events, etc.

“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

Email  Social Media
• Include share links on emails
• Send special invitations to participate on social
media sites

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

Website  Social Media
• Include share links on web pages
• Carve out real estate on your home page
• Make everything downloadable, shareable

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

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

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

Key #4:
We track and report the numbers
that relate to our goals

• 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.

• 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…

61
Now, let’s be honest.
We have the advantage of cute animals working in our favor.
And we know it.
• We also have a strong culture of innovation
• We have a large, well-known brand.
BUT-
• We started with one person
• Built individual relationships and trust
• Answered every question
• Thanked every donor
REMEMBER:
• Individualize a specific person or animal
• Decide how you’ll define success before starting
• You do not have to be big to be successful.

62
Things That Work for Us
(that you can totally steal)
• Daily 9 minute meeting to go over what’s going on via all
channels that day
• Have a shared outlook calendar for production
• Recruit volunteers and interns via Twitter and Causes
• Use AddThis.com to make your content shareable.
• Use Google Analytics for unique tracking URLs.
• Subscribe to publications like Mashable, Smartbrief, All
Facebook, MediaPost.
• Set up Google and Tweetbeep alerts for your name.
• Set goals so that executives have something to look
forward to
• Develop a social media working group and invite
executives to sit in
• Get in front of your board and showcase your successes.
• Pitch your case studies to nonprofit and tech publications
and get recognized!

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

“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

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

My Boss Doesn't Get It - How Social Media is Changing the Way We Communicate (Convio 2010)

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