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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
Using Social Media to
Maximize Turnout for
Maddie’s Pet Adoption DaysChristie Keith
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30 percent of top 10 Facebook
stories are about animals
Piombino, Kristin; "Social Media Is Not a Waste of Time," PR Daily, Jan. 25, 2012
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These Aren’t the Adopters
You’ve Been Looking For
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
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This is your
market
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This is your
market
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
This is your
market
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This is your
market
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This is your
market
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
Okay. So,
how do we
reach
those
people?
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1. ASK
FOR HELP.
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2. WORK IT.
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
3. ADVERTISE
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To Go Viral, Think Small
Krawczyk, Steinberg; AdAge Digital; "The Best Way to 'Go
Viral' Is Engage Millions Who Share In Small Networks"
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
People are three times more likely to go to a
shelter or rescue group if they know a friend
or family member has. (Ad Council data)
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Be positive!
“Shift Away From Negative Ads Increases Giving
to Animal Shelter,” Chronicle of Philanthropy, May
2011.
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
Be funny!
www.theittybittykittycommittee.com
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Facebook hates you
TechCrunch.com, 29 February 2012
Posts made to a Facebook
page seen by that page's fans
Posts hidden by Facebook
16%
84%
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What NOT To Do…
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
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Recipe for
“Ground-
Softening”
on
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Use the Facebook Scheduler
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
On Facebook, Use Relevant Memes
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On Facebook, Short Rules
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On Facebook, Ask Questions
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
On Facebook, Use Great Photos
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On Facebook, Get Linky!
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Be Genuine
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
IT’S SOCIAL MEDIA
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
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Other Social Platforms
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Tweet Tweet!
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
Anatomy of a Good Tweet
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Use a Twitter Scheduler
Like Hootsuite
www.hootsuite.com
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PR Daily, March 27, 2012
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
PR Daily, March 27, 2012
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Advertising
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
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Images
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Copy
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
Targeting
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Paying
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Pin Post to Top of Page
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days
Day-Of Strategies: Lessons from the Last Three Years
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Be There For Social Contact!
1. Assign someone to answer questions
on your Facebook and Twitter
accounts
2. Keep Maddie’s Fund informed
3. Provide a way to be contacted about
available pets
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Email: [email protected]
Facebook: http://www.facebook.com/ByChristieKeith
Twitter: @christiekeith
Pinterest: http://www.pinterest.com/christiekeith
Google+: http://tiny.cc/christiekeith
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Using Social Media to Maximize Turnout for April 10, 2013 Maddie’s Pet Adoption Days