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How the Dogs Trust use Twitter

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CharityComms
CharityComms

Alexandra Goldstein, Dogs Trust www.charitycomms.org.uk/events

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Social Media Conference 21 March 2012 #CCsocmed www.charitycomms.org.uk
Laurier Nicas Alex Goldstein Digital Marketing Officer Digital Marketing Officer Using Twitter Day-to-Day (Intermediate)
ON THE AGENDA • Building a community • Twitter etiquette • Managing multiple feeds and users • Integration with campaigns • Tools, tips, ideas… and questions!
COMMUNITY AIMS • Develop and foster a strong online community and supporter base – now 40,000 strong • Be genuine, honest, and transparent • Follow the flow of conversation and be personable – listen! • Once you have this dedicated group of supporters, you’re ready to rock and roll…
What has the community achieved?
KEY SUCCESSES • First dog rehomed through social media! • Volunteers, donations of goods • Twibbon fundraising campaign • Donations and support even from critics of the charity! • Educational messages easily shared • Greater internal adoption of social media
MULTIPLE FEEDS & USERS @dogstrust @dt_educ @dt_loughborough @dt_bridgend @dogstrustPR @dogstrust_ie 18 centres… over 20 feeds!
WHO TWEETS? • Senior management buy-in • Who’s already online? • Training and support • Monitoring
STRATEGY • Twitter is not the strategy • Twitter is not the objective • Flexibility is essential • Reactive without being opportunistic • Planning without being stale • Quick response Also…would you follow yourself?
TOOLS • Finding the right client • Brand monitoring • Scheduling and assigning tweets
INTEGRATION • Christmas Campaign • 1,500 cards sent to Harrods • 14,000 views of celeb video • Only on social media • Other egs: email follow up, rehoming ads • But… no linking with Facebook for us! bit.ly/HoNoNo www.adogisforlife.com
TIPS & QUESTIONS • Keep a sense of humour! • Remember and observe prevailing etiquette (eg RT or MT?) • David Coursey’s 8 Word Social Media Policy: Don’t lie, don’t cheat, don’t steal, don’t reveal.
@dogstrust www.youtube.com/dogstrust www.facebook.com/dogstrust www.dogstrustblog.blogspot.com Thank you! alex.goldstein@dogstrust.org.uk

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How the Dogs Trust use Twitter

  • 1. Social Media Conference 21 March 2012 #CCsocmed www.charitycomms.org.uk
  • 2. Laurier Nicas Alex Goldstein Digital Marketing Officer Digital Marketing Officer Using Twitter Day-to-Day (Intermediate)
  • 3. ON THE AGENDA • Building a community • Twitter etiquette • Managing multiple feeds and users • Integration with campaigns • Tools, tips, ideas… and questions!
  • 4. COMMUNITY AIMS • Develop and foster a strong online community and supporter base – now 40,000 strong • Be genuine, honest, and transparent • Follow the flow of conversation and be personable – listen! • Once you have this dedicated group of supporters, you’re ready to rock and roll…
  • 6. KEY SUCCESSES • First dog rehomed through social media! • Volunteers, donations of goods • Twibbon fundraising campaign • Donations and support even from critics of the charity! • Educational messages easily shared • Greater internal adoption of social media
  • 7. MULTIPLE FEEDS & USERS @dogstrust @dt_educ @dt_loughborough @dt_bridgend @dogstrustPR @dogstrust_ie 18 centres… over 20 feeds!
  • 8. WHO TWEETS? • Senior management buy-in • Who’s already online? • Training and support • Monitoring
  • 9. STRATEGY • Twitter is not the strategy • Twitter is not the objective • Flexibility is essential • Reactive without being opportunistic • Planning without being stale • Quick response Also…would you follow yourself?
  • 10. TOOLS • Finding the right client • Brand monitoring • Scheduling and assigning tweets
  • 11. INTEGRATION • Christmas Campaign • 1,500 cards sent to Harrods • 14,000 views of celeb video • Only on social media • Other egs: email follow up, rehoming ads • But… no linking with Facebook for us! bit.ly/HoNoNo www.adogisforlife.com
  • 12. TIPS & QUESTIONS • Keep a sense of humour! • Remember and observe prevailing etiquette (eg RT or MT?) • David Coursey’s 8 Word Social Media Policy: Don’t lie, don’t cheat, don’t steal, don’t reveal.
  • 13. @dogstrust www.youtube.com/dogstrust www.facebook.com/dogstrust www.dogstrustblog.blogspot.com Thank you! alex.goldstein@dogstrust.org.uk