national presence, local look: how the american red cross succeeds in social media with the help of...
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National Presence, Local LookHow the American Red Cross Succeeds in Social Media with the Help of Local Chapters
#ARC11NTC
Kristiana KocisLise HarwinGloria Huang
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Why does the Red Cross use Social Media?
• It’s collaborative and community-driven, just like us.
• Its existence is changing stakeholders’ behavior and expectations
• If we connect with stakeholders in the way they want, everyone wins
• We have an opportunity to communicate in both an expansive and hyper-local way
3
Our Social Media Philosophy 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– Activating our enormous
body of workers and volunteers
4
The Social Media HandbookEmpowering all Red Crossers to speak on behalf of the
organization
• We use the handbook primarily as a resource and a beginner’s guide for our 640+ chapters.
• Social media savvy varies greatly from chapter to chapter
• It’s not about setting boundaries, but showing them how to own the content and interactions
Helping the Chapters Help Others
National HeadquartersRedcross.org
Blog
Disaster Online Newsroom
Social Media Handbook
National campaigns
Public Affairs team
Localizable releases
APAT deployments
Red Cross ChaptersWebsites, blogs, Twitter, Facebook
Face-to-face interaction
Service delivery
Disaster-specific content
Local/regional stories
Local community knowledge, know-how
Familiarity, diversity
Who’s Our Audience?
Chapters:Local individuals Businesses Media Government agencies (fire, emergency management) Local non-profits (best practices/inspiration)
National Headquarters:National and global individualsAll Red Cross workers, volunteers National broadcast, cable, print, and online media outletsGovernment agencies (FEMA, State Dept.)The broader public, in times of sudden crisis
DO…Follow people/businesses in your geographic areaFollow local media & political leaders Follow those who are popular with local audiencesFollow vocal supporters or national spokespeople for your causeFollow 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)
DON’T…Follow every other chapter (it can look incestuous)Follow those clearly outside your area (leave them for their local office)
Building a Local Audience:Do’s and Don’ts
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
Case StudiesNational Message Local Audience
Storms That Don't Affect The Area:
Don't have to repeat every post
Urge people to pass info to affected friends/family
Good preparedness reminder
Snowpocalypse? Talk about SUNpocalypse!
Case StudiesNational Message Local Audience
Haiti/Chile earthquakes:
Re-tweets/re-posts can ensure correct language in sensitive situations
Watch for local angle (Chile topography similar to Oregon)
Good preparedness reminder
Case StudiesNational Message Local Audience
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
Case StudiesNational Message Local Audience
Annual awareness months
Constant challenge to come up with new, creative messages
Extending the conversation – taking the same message and finding local examples to apply it to
Case StudiesNational Message Local Audience
Blood Shortage:
Tweak messages provided by NHQ to be shorter, punchier
Be creative to find new ways to say, "Give Blood."
Talk about how West Coast can help East Coast
A “Twoops” MomentWhen a pre-existing network of supporters helps turn
a mistake into an opportunity
THANK YOU!Kristiana Kocis
@kristianakocis
Lise Harwin
@LHarwin
Gloria Huang
@riaglo