Liveblogging the No-Kill Conference: Saving lives 2.0

Walked into this session a bit late, as Kim and I had to go in search of caffeine. I'm sorry that we are both at the same session, but I'm a big fan of Mike Fry, who's giving it, and it's on social media, so... ummm. Duh.



When I came in, he was talking about emerging communication standards -- more info at atechworld.ning.com.



Then he went into social networking. Some jokes about Friendster. Today, if Facebook were a country, would be third largest country in world.



Email is full of spam now, lots of email we don't want. Send a big huge email blast, everyone's like, "Animal Ark's sending me spam again."



On social network, you are 'friends' with people and WANT to see their stuff.



Social networking is like buying a beer at a baseball game... you pass down your money, people pass back your beer.



People are more likely to do things when asked by their friends on social media. An underlying expectation that people are working for a common good -- underlies Internet, social networking site.



"The idea of the "common good" foundation of the Internet, I mean it down to my bones."



Basis of Internet is service providers forwarding on "bits and bytes," like email, of people they have no relationship and pay nothing... it's pretty phenomenal.



The Internet is a working model of the human mind... social vs. neural networking. We use Internet to adopt animals, raise money, but it's real value is that it elevates the consciousness of the world.



Used to be that a small number of media outlets controlled all information flow. Social media has changed all of that.



Parallel in animal welfare: Large organizations used to control flow of information. Cultural myths from the top down: "Pet overpopulation." "Have to kill bust dogs." Became social norm.



Organizations who are used to GIVING information became deaf to the people who were receiving the information. But that is changing very rapidly.



No Kill Nation Facebook page -- around 70,000 followers/fans/direct connections. (http://www.facebook.com/NoKillNation)



Example of Wilkes County, NC, bust dog massacre (note from Christie: "Massacre" is my word). In 2009, HSUS policy to kill all dogs "rescued" during dog fight busts went viral on social networks, and triggered HSUS to change its policy.



Other example: There is a "media blackout" on Gulf spill, but local residents and fishermen are using their cell phones and cameras and loading up to YouTube, Flickr, Facebook, Twitter -- forcing mainstream media to do a better job with that story.



"The importance of how we use this can't be overstated."



"Transparency of elections in Africa, due to use of Twitter among citizens, credited with reducing corruption."



Another example: Best Friends and Oreo's Law.



Oreo's Law modeled on Hayden Law in CA.



Best Friends has supported Hayden and similar shelter access laws. But Best Friends was quiet on Oreo's Law. Why?



Assemblymember Micah Kellner went on Mike's radio show, AnimalWise Radio, and said Best Friends was working behind the scenes against Oreo's Law.



No Kill Nation Facebook page posted link to radio show -- huge eruption on Best Friends Facebook page inundated with users asking about it -- totally pushing their own organizational posts off the page.



"If you fail to operate in a transparent way, social media will kick your butt."



Best Friends was not transparent, and they've acknowledged that, and they got their butt kicked for it.



They apologized later -- but poor word choices. Kind of fed the flames.



Donors and supporters saying, this issue (shelter access) is so important to our movement -- this should have been a pub.ic discussion.



Target markets itself as a gay-friendly.... turns out the CEO of Target donated money to an anti-gay candidate... and the company itself donated $150 K to the campaign. Some of this candidate's associates actually advocate death for gay people. If you go to Target's Facebook page, it's all over it.



When Human Rights Campaign was silent on it, the gay community went to THEIR Facebook page and forced them to speak up.



"That $150,000 donation Target made is going to cost them millions of dollars."



"If you become connected through social media, you can literally change the world in a matter of days."



Recommends that organizations have multiple Facebook pages -- for instance, for a campaign or area of focus. (Fromes  Christie: HUGE agreement from me!) "Split your messages into different 'channels.'"



(Note from Christie: He's a fan of more automation in social media than I am -- which makes sense, he's a techie!)



Says to add widgets to your organization's website.



Add a "share" button to all your web pages -- he likes Add This.



Don't try to get followers just by "liking" others.



He says to automate your Tweets. (From Christie: Again, this is something I disagree with him on -- I'm not against automation per se, but Twitter works best when you engage personally. And I don't feel it's possible to compose a message that equally effective on Twitter as on Facebook. JMO. And I'm totally sorry for so many of my own opinions here!) He does say they never did anything better than automate Tweets of adoptions and volunteers coming in. (Okay, yes, I think that's a good idea. I will sincerely try to stop editorializing now.)



Keep your messages on topic. Don't talk about what you had for breakfast.



Organizations/influencers/anyone who wants to change the world should strive to have ten times more people following them on Twitter than they follow.



Only follow people who are really doing things you want to hear about. Improves the strength of your network. Makes it more useful.



He says, "Don't be a Debbie Downer."  Not all the dire sad warnings about pets -- people tune out. (YES!)



Says BE PROVOCATIVE. Don't be afraid to have an opinion. (YES TIMES TEN!)



This technology can be used in virtually everything we do. These examples are just the tip of the iceberg.



Now Mike is my hero because he's giving us a ten minute break! Yay! George Morris from the No Kill Nation Facebook page came over and introduced himself and I snapped his photo -- at right.



Next Mike introduced the video below, from the "Turbocharged" adoption program at the Nevada Humane Society.



I love the hell out of this video, a take-off on the massively viral "Wedding entrance video." Because, as they say at NHS, they make a really big deal out of adoptions.



No kidding.



Watch... enjoy... we are!







Lots of laughter in the room, and applause when the dog makes his entrance!



Mike: "How much do you think that cost them? Virtually nothing." Been downloaded more than 50,000 people with a fun, exciting message.



Announced that social network-integrated shelter management software they use at his shelter (Animal Ark in Minnesota) will be available for free to shelters in the US and Canada. Applause.



Will start with pilot programs with hand-picked shelters, and will try to include some rescue groups too. Email [email protected] if you want to try it.



Another secret of the Internet a lot of people don't know is how much money you can make. Animal Ark generates at least $50K a year from animal sponsorships on their website alone. http://www.animalarkshelter.org



I asked if it's mostly local money or national; he said it becomes more national/international every year. Been doing 2000, but as got bigger voice (they have a radio show etc), people from all over the country and world started to donate.



Said the only cost to those who use their system, which includes this donation sponsorship system, will be a "tiny cut" to cover their costs. "A cut of money you're not getting now." Believes with his experience that shelters and rescue groups should be able to raise money easily with this.



Full blown shelter management system, integrated to website of organization, Facebook, Twitter. Full medical system. Content management for website.



Mike feels that Twitter can be invaluable for Tweeting lost and found pets. Conversation on this now on http://atechworld.ning.com/fourm/topics/tweeting-lostfound-pets



By the way, you can follow Tweets from the conference on Twitter hashtag #nokill

Comments

[mary frances]

my bff just called last nite and had seen the video from Nevada Humane - they were playing it at the hospital where she works - it was a real boost to the morale for workers and patients alike -



so jazzed to see and read of all this - thank you Christie and I love your editorilizing and would love to hear what you had for breakfast.

[mary frances]

My thanks to Kim as well -

[Dr. Tony Johnson]

Oh - sorry! When will I get the hang of this whole Tweetbook (or is it Facespace?) thing?



Thanks for the enjoyable liveblog. Loved the video!

[Dr. Tony Johnson]

*TWEET* I had oatmeal for breakfast

[Kim Thornton]

Christie and I had omelets for breakfast (why don't they call them oeuflets or ovalets?), plus I had berries and bacon.