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Everybody In

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Takeaways 1.How to set up a social media fundraising campaign 2.How to handle unexpected social media attention 3.How to set up your community for success

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Two Truths about Human Nature 1.We all want to be part of something bigger than ourselves 2.We all want the freedom to put our own spin on that something bigger

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How to Set up a Social Media Fundraising Campaign 1. Bake it in from the beginning.

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Dont Beg

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Mission Related + Generating Interaction or Discussion + Call to Action Value To Your Community How to Set up a Social Media Fundraising Campaign

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How to Handle Unexpected Social Media Attention

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Be Ready Listening Program Guidance Build a Team, Let Them Do Their Thing

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You Cant Really Harness Squat Lean Into Chaos Learn to Surf Recognize that even with a big name and team, youll sometimes drown

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Type of Crisis Matters Hypocrisy! Lies! Fraud! Advocacy Customer Service Other Screw Ups

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Dont Be Defensive Ever. Dont do it. Dont make excuses. Explain at your own risk. Any scenario where youre telling the jazzed-up crowd that youre right is opportunity for them to become a New Orleans Brass Band (escalated from jazz). Take a Breath. Examine the root cause of the crisis. Why are they mad? Why do you care? Accept that something has gone wrong. You are not blameless, even if its that you allowed a miscommunication to happen. Be humble.

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Dont Lie Ever. Dont do it. You will be caught in the lie and the crisis will become exponentially worse.

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Well-Timed Humor Timing is everything. Humor, when done well, works to turn the tide. Hypocrisy! Customer Service Advocacy Other Screw Ups

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Well-Timed Sincerity Timing is everything. Sincerity, when done well, works to turn the tide. Hypocrisy! Customer Service Advocacy Other Screw Ups

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Zig When Everybody Else Zags Change the Conversation. Dont fight the crowd, but Hypocrisy! Customer Service Advocacy Other Screw Ups

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Zig When Everybody Else Zags

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How to Set Up Your Community for Success

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Why take this course? To expand the methods and platforms through which you can execute the Red Cross mission To increase/improve your online interaction skills in a way that helps you lend a human touch to the Red Cross brand To gain access to the Red Cross community of online advocates and experts

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Professional benefits Learn valuable skills that you can put on your resum Prepare yourself and your team for future developments in online communications; ensure that you do not fall behind Meet, serve, and steward the people who are affected by your work Become networked with people in your field

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Red Cross social engagement philosophy Empower online social communities to execute our mission Provide valuable user-focused news and tools to help them prepare, prevent, and respond to emergencies Grow our network of passionate supporters Listen, engage and act on public conversations to improve services, enhance reputation, and build trust Make social engagement part of the operational DNA of the Red Cross Empower every business unit to use social media to serve their stakeholders and inform business decisions Make the NHQ social engagement team less of a triage unit for interactions on social media

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Think about these questions 1.What are your personal communication strengths? 2.Which Red Cross communities and services are you most interested in? 3.What other interests do you love to get involved with? Do they intersect with the Red Cross in some way?

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Making regular listening a habit As an organization, the Red Cross benefits from listening online. We watch out for: Experiences people have had with the Red Cross How people are talking about issues we care about What other industry players are talking about As an individual using social engagement on behalf of the Red Cross, your first steps should be to work listening into your daily routine.

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Tips for personal listening 1.Pick a few personal and professional topics that you are interested in. 2.Seek out accounts and sites that relate to topics you care about and subscribe to them. 3.Try your hand at replying or commenting on interesting posts. 4.Whenever a major news event happens, search for mentions of the event on social platforms. Before you start listening for the Red Cross .

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Use available tools to make it easier Feedly (RSS reader) Twitter Discover tab

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Tips for Red Cross related listening 1.Follow the national Red Cross accounts and blogs to stay updated on the latest nationally-focused posts 2.Follow other Red Cross volunteers, workers, or chapters 3.Save searches for Red Cross and various lines of service topics 4.Join Red Cross groups on Facebook, LinkedIn, and other social networks

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Use available tools to make it easier

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More tips Make it a habit to read what people are saying about the Red Cross online. As you read and watch daily on social platforms, it will become easier to figure out how to join the conversation. Try out different tools that help you listen through different platforms. Find the mixture that works for you.

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Online personal communications guidelines The disclaimer Be transparent, ethical, and present accurate information Be considerate Remember: Dont say anything you wouldnt say as a Red Cross representative to a room full of strangers.

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Avoiding the faux pas Take the time to find out a little about the issue Stick with formulaic replies Do a little research on people to see if they have any connection to Red Cross or are notable in some way Assume that people who say negative things dont have background or experience to back it up Lead with a mention that you are involved with the Red Cross Act like a robot, astroturfing Always use a respectful toneUse overly defensive or angry language Follow up on replies to your postsAssume that your posts are anything but public Remember: it is OK to say you dont know something! Embellish the truth or state any facts you are not sure of DODONT

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Adding followers and building community 1.Think about the value of the information you share and who you want to reach. Apply our social engagement philosophy. 2.Find people who are similar to you and who are contributing to discussions about the topic you are interested in. 3.Give more than you get at first; people will return the favor. +1

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Privacy and protecting your information Take time to familiarize yourself with settings for the tools that you are using Know your audience and proactively organize them if you can Always be aware of what is public Only share information you can confirm to be accurate and true

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Disasters things to know The stakes are higher because of the emotional nature of the disaster Be prepared for dramatically higher volume of posts Tips for talking to people during disasters: 1.Share what you know; dont speculate 2.Maintain a compassionate, calm, and responsive attitude 3.Stay in touch with the NHQ team to get updated info and accurate facts 4.Take additional training through the Red Cross if you are interested in becoming more involved with disaster response

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Time and date-stamp critical information Post without checking if the info is current Re-post or re-tweet verified information from trusted sources Post anything that looks overly speculative. Include hashtags people are using for the event Forget to check periodically for the most popular hash tags being used, since it changes quickly Refer to other authorities that are posting and share information with them Bombard government agencies, press, or other authorities on social media with requests Red Cross has liaisons for those entities DODONT