YMCA Marketing & IT Keynote

October 3, 2011Kansas City, Mo.

Y-SOCIALThe New Era of Marketing

for YMCAs

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People are Running From This

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They Want This

Image: Ra2 Studio - Shutterstock.com

Where is it taking us?

It’s Not About Technology

Social Networks are made of people, not organizations.

Communications there is personal.

iSotckphoto

What does that mean?

social media explorer | AcuSport Dealer Show

How Do We Do Market?

•Purposefully avoid pitching

•Illustrate your expertise, not your catalog

•Over share that of others

•Designate a channel for buyers only

•Offer to inform or help “if they’re interested”

•Be confident that you offer value

•Make the conversation about them

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We Must Build Trust

social media explorer | AcuSport Dealer Show

But don’t forget ...

When you add the word

“marketing”

to the phrase

“social media”

you’re talking about business!

social media explorer | AcuSport Dealer Show

What Social Media Can Do

•Improve branding and awareness

•Protect and improve reputation

•Extend public relations

•Build community or advocacy

•Increase customer satisfaction

•Harvest research & development

•Drive sales or leads

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What does this mean for the Y?

Matt Callow - Shutterstock.com

Produce Great Content

social media explorer | AcuSport Dealer Show

How Do I Do It?

• Define who you want to reach

• Define why you want to reach

them

• Define what you’ll say

• Define how you’ll reach them

social media explorer | AcuSport Dealer Show

What You Can Do

• Learn what the tools/platforms can do

• Research what your target audiences are doing online

• Develop ways to add value to that online experience

• Present clear calls-to-action that drive your business metrics

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What about ROI?

social media explorer | AcuSport Dealer Show

What Social Media Can Do

•Improve branding and awareness

•Protect and improve reputation

•Extend public relations

•Build community or advocacy

•Increase customer satisfaction

•Harvest research & development

•Drive sales or leads

social media explorer | AcuSport Dealer Show

Better Question:

WhatdoIgetinreturn?

CustomerSa,sfac,onScores

HigherSearchEngineResultsNewProductIdeas

LowerCost‐PerLead

LowerCallCenterCosts

MoreOnlineMediaCoverage

MoreSubscribersHigherQ‐Scores

FasterResponseTimesWebsiteTraffic

HigherReten,onRate

social media explorer | AcuSport Dealer Show

My challenge to you ...

Become a content and

engagement resource to

your audience online ...

As you are a physical and

programming one offline.

social media explorer | AcuSport Dealer Show

Thank You!

ENGAGE

SocialMediaExplorer.com

LEARN

ExploringSocialMedia.com

READ

NoBullshitSocialMedia.com