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Transparency Trust Two Way Conversation Being human

Why Does Red Cross Use Social Media? To create a loyal community of Red Cross investors. To help people prevent, prepare for, and respond to emergencies. Transparency Trust Two Way Conversation Being human. 1. The Social Media Handbook.

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Transparency Trust Two Way Conversation Being human

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  1. Why Does Red Cross Use Social Media?To create a loyal community of Red Cross investors.To help people prevent, prepare for, and respond to emergencies. Transparency Trust Two Way Conversation Being human 1

  2. The Social Media Handbook • Empowering all Red Crossers to speak on behalf of the organization • Handbook is a resource and beginner’s guide for our 640+ chapters. • Social media savvy varies greatly from chapter to chapter • It’s not about setting boundaries, but showing chapters how to own the content and interactions

  3. Helping Chapters Help Others

  4. National Headquarters Redcross.org Blog Disaster Online Newsroom Facebook Twitter Social Media Handbook National campaigns Public Affairs team Localizable releases APAT deployments Disaster-specific content Local/regional stories Local community knowledge, know-how Familiarity, diversity Red Cross Chapters Websites, blogs, Twitter, Facebook Face-to-face interaction Service delivery

  5. Building an Audience DO… Follow people/businesses in your geographic area Follow local media & political leaders Follow those who are popular with local audiences Follow vocal supporters or national spokespeople for your cause Follow those that: Influence your business (FEMA, NOAA, DHS) Provide inspiration (LiveStrong, Charity: Water, Beth Kanter) Offer breaking news (CNN, NPR) Are social media aggregators (Mashable, Boing Boing, Wired)

  6. Other Tips for Building Your Audience Create a social media business card Include social media info on all press releases Add buttons on website and other social media sites Always talk up in mixers/partner meetings Make sure that National is linked to your local site, and vice versa

  7. Blogging and Tweeting:Do’s and Don’ts • DO… • Have a plan and manage your time • Integrate and market your efforts • Write catchy headlines/tweets • Have an editorial calendar • Track conversions/results • Write about what you love • DON’T… • Overpromote • Use corporate jargon • Get too personal or critical

  8. Blogging and Tweeting:Our Results • BLOG • 9000+ views per month • Local and national awards • 200+ fan e-mails • Worldwide Wednesday Wrap-up • Blog-Off • TWITTER • 5600+ followers • Emergency blood drive tweet-up • #just1thing contest • Holiday Giving Catalog Paint the Pearl Red For Relief event • Typhoon Tuesday partnership • Customer service opportunity • Identified 5-6 skilled volunteers • KGW The Square “Hot Box” (twice) • WWeek Holocaust article • Sponsors for Singles CPR • Milagros Infant CPR class

  9. Case Study: Holiday Campaign Build a relationship and prove value before asking for money Use low dollar thresholds to spark interest Pick items that are relevant to community Show how local volunteers help here, and across the country

  10. Case Study: Annual Awareness Months Everyone has them, not newsworthy Constant challenge to come up with new, creative messages Consider contests, new partnerships

  11. A “Twoops” Moment

  12. THANK YOU! Lise Harwin @RedCrossPDX harwinl@oregonredcross.org

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