1.WCNY Social Media Social Media Breakfast Syracuse Sept. 26, 2013 I. Nuts and Bolts II. Maintaining a strong social media presence III. Using social media as social media, not something else IV. Launch of the Wont You Help a Neighbor campaign V. Early successes VI. Unintended consequences

2. Nuts and Bolts What we use Facebook Twitter Pinterest Staffing structure Marketing team strategizes posts for the week One person does most posting Occasional other posters for special events Did away with volunteers Why these platforms work We want viewers and listeners to know whats coming We want immediacy We want interaction We want warm and fuzzy to translate to membership 3. Maintaining a strong social media presence We use HootSuite to do timed releases Follows our weekly workflow Works very well with a small staff Regularly promote programming and events Regular TV and radio programming Special programming (mayoral forum, Obama visit) Other Thank re-Tweeters We want to appear human Reward followers (hitting the 2,000 and 3,000 marks) We want warm and fuzzy to translate to membership 4. Using social media as social media (not something else) Early efforts did not grasp the uniqueness of social media Team Raiser Selfies Volunteer updates were inconsistent Posts were spotty We overhauled our social media presence Identified who are audience was Wanted a far more natural approach Think FlashMob 5. Launch of Wont You Help a Neighbor? Free service of WCNY Promote worthy causes Many are small without budgets Some are large, but have broad reach Objectively determine targets Share the value of the cause via social media, web, TV and radio 6. Early successes Humane Associations Drop-a-Thon Friends in Service Here (FISH) Salvation Army volunteering Check Out Hunger Baldwin Cancer Research CNY Reads One Book Rescue Mission Walk 7. Early successes Rescue Mission 8. Early successes CNY Reads 9. Unintended consequences Good Strong, recurring media coverage New connections with regional organizations Bad Ad agencies calling on behalf of clients looking for free advertising Some confusion with underwriting efforts