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Facebook: Life-Saving Tool

March 28, 2012

Animal Rescue League of Iowa (IA)Stephanie Filer, Manager of Special Gifts & Partnerships

YOUR PANELISTS

Kitsap Humane Society (WA)2011 Social Media Team: Molly Timko and Abby Ouimet

Butte Humane Society (CA)Dustin Alexander Development ManagerDustin Alexander, Development Manager

Monmouth County SPCA (NJ)Kelly Hogan, Development Systems Coordinator andMeghan Rehbein. Development Director

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Animal Rescue League of IowaDes Moines, Iowa

Stephanie Filer

Manager of Special Gifts & Partnerships& Partnerships

Animal Rescue League of IowaDes Moines, IA People: Metro Population 562,906Animals: 20 000+ annual intakeAnimals: 20,000+ annual intakeFacebook Fans: 18,563  

@Animal Rescue League of Iowawww.ARL‐Iowa.org 

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Excite & Engage

Excite & Engage…REPEAT!

THE LIFE OF BETTY The FREEDOM to…

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The Challenge

Lessons Learned

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KITSAP HUMANE SOCIETYSILVERDALE, WA

2011 Social Media Team

Molly Timko Abby Ouimetzoogoddess@msn.com

Who We Are: The Little Shelter That CouldPopulation: 240,862 (County)Facebook Fans: 

Prior to Challenge: 3,781After Challenge:     4,586Current: 5,442

Other outlets: Twitter, YouTube, Blogs, Pinterest2011: Rehomed 4,586 animals!!!

www.facebook.com/KitsapHumaneSociety or @KitsapHumaneSoc

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Who is the perfect social media volunteer?

• Broad Set of SkillsBroad Set of Skills• Knowledge of Shelter• Relationships• Mobility/Coordination• Dedication to the Mission

That’s Molly!

• Dedication to the Mission• Variety of media

So, where can you find your own Molly?

But, don’t forget about the rest of your staff and volunteers!

Work with various departments for contentWork with various departments for contentPhotos/videos while walking dogs or socializing catsRegular blog entry or content

Monitor what other shelters are doingGood ideas to help your shelterSocial media is all about sharing

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Challenge Kick-Off• Live Tweets• Constant Photos• Constant Photos• Updates on Numbers• Connected with other contestants and ASPCA

Facebook Lessons Learned

• Use HootSuite/Tweetdeck, etc.• Scheduling Posts • Connect Facebook & Twitter• A picture’s worth 1,000 words!• Content, content, content• Theme• Engage your audience

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The picture that launched KHS into the spotlight! ‐ Pearl

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BUTTE HUMANE SOCIETYChico, California

Dustin AlexanderDevelopment Manager

How to Develop & Maintain a Social Media Package

BUTTE HUMANE SOCIETYI. 101 Years OldII. One of the oldest nonprofits in our areaIII Organizational SizeIII. Organizational Size

I. Intake 6,000 animals a yearII. 2,000 Adoptions a year III. Population served ~250,000

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SOCIAL MEDIA WE UTILIZE

SOCIAL MEDIA WE UTILIZE

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SOCIAL MEDIA WE UTILIZE

SOCIAL MEDIA WE UTILIZE

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WHAT IT TAKES FOR USI. Staffing

I. One paid staff member (3 hours a week)I. Review scheduled postsII. Planning out work with intern

II. Intern StaffI. Social Media Intern (15 hours a week)

I. Creates social media post scheduleII. Ensures cross pollination of social media postIII. R&D new avenues for social media strategy 

III. Video Production (as available)IV. Graphic Design/Photography (as available)

II. Volunteers I. Produce photos and videos 

WHAT IT TAKES FOR US

Software – Hootsuite ($5.99 a month)

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Social Media Publishing Tools• Hootsuite

• Schedule Posts• Hootsuite Mobile• Event Day Involvement

Social Media Engagement Tools• Social Media in themselves • Great enhancement tools for

Facebook

Primary Social Media

Facebook• Keeping it “fun” helps

increase engagement. • Ease to cross promote to

Twitter and Facebook

1. Social media is not a 9‐5 job2 S i l di i t ti

LESSONS LEARNED

2. Social media is a two way conversation3. Don’t be afraid to try new things4. Try to refrain from sad messaging 5. Your goal is to build advocates6. Your brand is important, do not let it over‐ride p ,

advocate enthusiasm. 7. Build out engagement questions.

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MONMOUTH COUNTY SPCAEATONTOWN, NJ

Kelly Hogan Development Systems Coordinator

Meghan Rehbein Development Director

www.monmouthcountyspca.org

Monmouth County Population: 630,380 (Suburban)

2011 Shelter Statistics

Dogs Cats All AnimalsIntake 1,386 2,363 4,523Adopt/RTO/TNR 1,325 2,084 4,083Live Release Rate 95.6% 88.2% 90.3%

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Facebook Statisticswww.monmouthcountyspca.org

Grown from 954 monthly active users to more than 10,000 in 2 yearsPotential to reach more than 2,000,000 people through Facebook

KARMA BANKINGKarma: (Urban Dictionary) Doing good deeds so that in the future you can recoup the benefits

Social Media Karma Banking• Posting and commenting 

positively on other pages• Liking photos• Congratulations on• Congratulations on 

achievements• Reaching out to tell them you 

liked their idea

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WHY BANK KARMA?Relationships!

• You don’t make friends being self‐centered• You aren’t the only one facing that problem• You aren t the only one facing that problem• You aren’t the only one looking to network

Karma does comes back around• People say, “Hey, they are really nice!”

You can find GREAT ideas (and some really

bad ones too!)

KARMA BANKING IS STEWARDSHIPEvery interaction you have online is a chance to STEWARD a supporter or partner organization• Identify your most active social media supporters 

(broadcasters) and recognize them for their work on your behalf

• Offer key supporters a chance to see “inside” the organization – virtually!

Convert social media supporters to $$ supporters, then thank them using social media

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ALWAYS follow up on your interactions• If you post a request for something, let 

supporters know you received it even a

SAY THANK YOU!

supporters know you received it – even a few weeks later

• If you post a special pet looking for a home, let them know when they are adopted

• If you have an event, post photos and tallies of what you raised/accomplished at the 

tevent

Tell the story ‐ Showcase the active role your social media supporters took