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Brooke McMillan (LAF) and Frank Barry (Blackbaud) co-hosted a session for NAYDO/YMCA members on the topic of social media.
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Social Media at the Lance Armstrong FoundationSocial Media at the Lance Armstrong Foundation
November 4th, 2009
Blackbaud is proud to support NAYDO and the professional development of it’s membersdevelopment of it’s members
This session is underwritten by Blackbaud’s YMCA Team
Follow NAYDO on Twitter: @YMCA_NAYDO
Follow Blackbaud on Twitter: @Blackbaud
Housekeeping
• Attendees are encouraged to interact and ask questions
• Twitter @JT_on_DI
LiveMeeting chat• LiveMeeting chat
• Be aware of your background noise and hold music
• Presentation materials will be emailed to all attendees
Social Media at the Lance Armstrong Foundation
Brooke McMillan - Online Community Evangelist for the Lance
Armstrong Foundation @livestrong
Frank Barry – Director of Professional Services, Blackbaud
Internet Solutions Division @franwaa
• About Lance Armstrong Foundation
• Why LAF embraced Social Media
• The tools
• Most impactful outcomes
Agenda
• Key learnings
• 5 steps to get started at your YMCA
Baseline Definition of Social Media:
• In simple terms: using online technology to foster communications, relationship building, networking, support groups, recruitment, retention, etc
Definitions
• Social media changes the dynamic of marketing & communications from ‘one to many’ to ‘many to many’
• Common tools: YouTube, Facebook, Twitter, Flickr, LinkedIn, MySpace
LANCE ARMSTRONG FOUNDATION
• Founded in 1997 by Lance Armstrong
• Unite people to fight cancer
• Take aim at the gap between what is known
and what is done
Our mission: To inspire and empower people
LANCE ARMSTRONG FOUNDATION
• Our mission: To inspire and empower people
affected by cancer
• Unity is strength. Knowledge is power.
Attitude is everything. LIVESTRONG
Why LAF embraced Social Media
Why LAF embraced Social Media
• We believe that we have to communicate with our people where they are
• Social media, at it’s core is a community building tool. Like the YMCA, LAF’s mission is deeply
rooted in community building
Why LAF embraced Social Media
rooted in community building
• It’s a low cost & convenient way to communicate with a very broad (or very narrow) audience
The Tools
The Tools
The Tools used by LAF
The LAF Blog (http://livestrongblog.org/)
The Tools used by LAF
Facebook (www.facebook.com/livestrong#)
The Tools used by LAF
Twitter (www.twitter.com/livestrong)
The Tools used by LAF
Delicious (http://delicious.com/laf_livestrong)
The Tools used by LAF
YouTube (www.youtube.com/livestrongarmy)
The Tools used by LAF
Flickr (www.flickr.com)
The Tools used by LAF
Outcomes
Outcomes
• Facebook: 671,000 fans
• Twitter:
– Foundation: 45,000 followers - @LIVESTRONG
– Doug (CEO): 807,330 followers - @LIVESTRONGCeo
– Lance: 2,148,274 followers - @lancearmstrong
By the Numbers
• YouTube: 9,921 subscribers
• Blog: 1833 subscribers
1. Relationship building –
– social media and online engagement significantly accelerates LAF’s
ability to build relationships
2. Extended community building –
Most impactful outcomes
– these tools have facilitated connections, partnerships, support circles
that may not have happened face-to-face.
– And, introduced the foundation to the whole world—we now have world
wide awareness in place; we think we are well positioned for our new
global campaign.
What didn’t work
• MySpace - membership dropped on their site overall, so did our friend base—we have left our site up, but not working with it.
• Overzealous tweeting from the Summit—lost us 2500 followers…lesson learned.
Key learnings
Biggest surprises
• People’s willingness to watch the summit on Ustream
• The outpouring of support for those affected by cancer from those affected by cancer- on Facebook.
If you only take two things from this session:
– Be authentic, not corporate, in your online
interactions
– Tie your SM initiatives together each channel
Key learnings
– Tie your SM initiatives together each channel
naturally feeds the others
– Don’t be scared…give it a try
How to get started with Social Media at Your YMCA
How to get started with Social Media at Your YMCA
1. Pick an existing goal to pursue– Ex: building mission awareness, connecting with
members, soliciting gifts, program/schedule updates
2. Make success someone’s job
How to get started
Make success someone’s job– Or at least, part of someone’s job
– Treat social media like your other communication channels
3. Start actively listening
– Listen to your peers & to your community
– What is your current social media footprint?
How to get started
– Simple/free monitoring tools:
• Google.com/alerts
• Search.twitter.com
• Technorati.com
4. Establish a baseline Social Media
presence– Choose your SM properties based on your primary goals
(step 1)
• Create an organizational Facebook® page
– Access to 200 million users in minutes
How to get started
– Access to 200 million users in minutes
• Create a Twitter ® account
– Creates a voice in the micro-blogging world
5. Evolve – You now have:
– An objective
– Staff ownership
– A means of listening and to measure results
– A foundational presence in the social media landscape.
How to get started
Reflect on what you’ve learned in your first few weeks of watchful monitoring, and formulate the plan for your first social media campaign. Your supporters are out there waiting to engage. Ready? Go!
• Brooke McMillan - Online Community Evangelist for the
Lance Armstrong Foundation
@livestrong
QUESTIONS…ANSWERS…YOUR OWN EXPEREINCES?
Questions/Follow Up
• Frank Barry – Director of Professional Services, Blackbaud
Internet Solutions Division
@franwaa
• www.netwitsthinktank.com
Blackbaud is proud to support NAYDO and the professional development of it’s membersdevelopment of it’s members
This session is underwritten by Blackbaud’s YMCA Team