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
Slide 3
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
Slide 4
Slide 5
Slide 6
How to Set up a Social Media Fundraising Campaign 1. Bake it in
from the beginning.
Slide 7
Dont Beg
Slide 8
Mission Related + Generating Interaction or Discussion + Call
to Action Value To Your Community How to Set up a Social Media
Fundraising Campaign
Slide 9
Slide 10
How to Handle Unexpected Social Media Attention
Slide 11
Slide 12
Be Ready Listening Program Guidance Build a Team, Let Them Do
Their Thing
Slide 13
You Cant Really Harness Squat Lean Into Chaos Learn to Surf
Recognize that even with a big name and team, youll sometimes
drown
Slide 14
Type of Crisis Matters Hypocrisy! Lies! Fraud! Advocacy
Customer Service Other Screw Ups
Slide 15
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.
Slide 16
Dont Lie Ever. Dont do it. You will be caught in the lie and
the crisis will become exponentially worse.
Slide 17
Well-Timed Humor Timing is everything. Humor, when done well,
works to turn the tide. Hypocrisy! Customer Service Advocacy Other
Screw Ups
Slide 18
Well-Timed Sincerity Timing is everything. Sincerity, when done
well, works to turn the tide. Hypocrisy! Customer Service Advocacy
Other Screw Ups
Slide 19
Zig When Everybody Else Zags Change the Conversation. Dont
fight the crowd, but Hypocrisy! Customer Service Advocacy Other
Screw Ups
Slide 20
Zig When Everybody Else Zags
Slide 21
Slide 22
Slide 23
How to Set Up Your Community for Success
Slide 24
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
Slide 25
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
Slide 26
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
Slide 27
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?
Slide 28
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.
Slide 29
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 .
Slide 30
Use available tools to make it easier Feedly (RSS reader)
Twitter Discover tab
Slide 31
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
Slide 32
Slide 33
Use available tools to make it easier
Slide 34
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.
Slide 35
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.
Slide 36
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
Slide 37
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
Slide 38
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
Slide 39
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
Slide 40
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