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Exploring social media strategy for nonprofits by looking at @LIVESTRONG.
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Social Media at the Lance Armstrong Foundation
January 14th, 2010
Housekeeping
• Attendees are encouraged to interact and ask questions
• No question is too basic
• You may be called upon
Brooke McMillan – Online Community Evangelist Lance Armstrong Foundation @livestrong
Frank Barry – Director of Professional Services Blackbaud Internet Solutions
http://www.netwitsthinktank.com @franswaa
Speakers
Agenda
• About Lance Armstrong Foundation
• Why LAF embraced Social Media
• The tools
• Most impactful outcomes
• Key learning
Agenda
Definitions
• In simple terms: Using online technology to foster communications and relationship building
• Social media changes the dynamic of marketing & communications from ‘one to many’ to ‘many to many’
• Common tools: YouTube, Facebook, Twitter, Flickr, LinkedIn, MySpace
Baseline Definition of Social Media:
LANCE ARMSTRONG FOUNDATION
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 affected by cancer
• Unity is strength. Knowledge is power. Attitude is everything. LIVESTRONG
Why LAF embraced Social Media
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.
• 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 Tools used by LAF
Blog (http://livestrongblog.org)
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
Blackbaud Sphere Friends Asking Friends (http://www.sanjose2010.livestrong.org)
Outcomes
Outcomes
By the Numbers
• Facebook: 700,500 fans
• Twitter:– Foundation (@LIVESTRONG): 58,218 followers– Doug (@LIVESTRONGCeo): 989,420 followers– Lance (@lancearmstrong): 2,386,189 followers
• YouTube: 2,099 subscribers
• Blog: 1833 subscribers
• FAF Events: – 21,000 Participants– $10.2M Raised online in 2009
Most impactful outcomes
1. Relationship building –
– social media and online engagement significantly accelerates LAF’s ability to build relationships
2. Extended community building –
– 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.
Key learnings
1. 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.
2. 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.– @fatcycllist and #blamedrewscancer
Takeaways
Outcomes
Key learnings
• Be authentic, not corporate, in your online interactions
• Tie your SM initiatives together each channel naturally feeds the others
• Don’t be scared…give it a try. The longer you put it off, the more ‘catch up’ you’ll do later
If you only take three things from this session …
Brooke McMillan – Online Community Evangelist Lance Armstrong Foundation @livestrong
Frank Barry – Director of Professional Services Blackbaud Internet Solutions
http://www.netwitsthinktank.com @franswaa
Speakers