YFU and Social Media Showcase session Kattis (YFU Sweden) Kirsi (IS)
YFU and Social Media Why should YFU care? Benefits for a nonprofit such as YFU Traditional marketing vs. Social Media What is Social Media? What is out there? What can Social Media be used for How to get started: Simple ABC Measuring success Potential for YFU
To get started… Social Media and Networking is a fundamental shift in the way we communicate!
The Goal for Engaging in Social Media is to ** ENABLE INSPIRE INFLUENCE ENGAGE! Create opportunities for people to feel ownership of our brand! And give them something to talk about. **Marta Z. Kagan, 2008
Why should YFU care!? We already have: Strong word of mouth Program participants because of recommendations from former alumni Many GOOD stories Mission that engages people The new tools are based on these attributes…
Why should YFU care!? “It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto People are talking about us! Conversations, opinions, questions, potential ‘customers’ are everywhere! It’s just a matter of you finding them – and vice versa. Social networking is also about following conversations – and giving your followers, fans, friends something to talk about…
What is out there? Blogs Facebook Podcasts Twitter Wiki Delicious Flickr YouTube SlideShare Scribd Ning And more
“In 2008, if you are not on a social networking site, you are not on the Internet.” IAB Platform Status Report, April 2008 Wikipedia has almost 4 000 000 articles 7 articles about YFU YouTube has over 10 000 000 videos 920 have the word ‘YFU’ in the title There are 200 000 000 blogs 20 000 Blog search hits on ‘YFU’ Facebook has over 300 million users. Over 500 YFU-related groups; 13 business pages What is out there?
What can YOU use it for? Branding Engage in relations Recruitment Campaigns Tell your story Create a community “scanning” Your own channel for publicity Instructions, inspiration and advise
What can YOU use it for? ...Potential Program Participants? … Potential Host Families? … Potential Volunteers? … Current program participants (students, families, volunteers) … Opportunities to network? Fundraise? Gain a wider audience for our message? “The sky is the limit”
Benefits for YFU Increased participation Expand our reach Tell our stories Increase awareness of YFU Engage in the conversations about YFU Enhanced web presence; increase web traffic to our sites
Tomorrow’s Consumers… … are today’s digital natives! By 2010, the Generation Y will outnumber the baby boomers! Millenials spend over 16 hours/week online.* 96% of them has joined a social network.* They have an average of 53 online friends (38% of their network).* .. they don’t care about your paper ad or slick brochures. THEY CARE OF WHAT THEIR FRIENDS THINK! *Marta Z. Kagan, 2008
Traditional marketing vs Social Media Traditional marketing is to send a message to the customer – push. The sender is in control, formulates and sends the message. One-way communication. “Old fashion” marketing was expensive and not always affordable to YFU organizations. For PR we had to rely on News papers and journalists. Something is changing.. Today customers want to choose when, where and how. We have reached a pull marketing, the message is there if and when the receiver wants it.
Traditional marketing vs Social Media There is a difference between “old” fashion ads and commercials and Social Media Marketing is more than just commercials and ads PR is not just communication with media and journalists People want real engagement and participate, not just “propaganda” With good content online – you will receive customers
It’s no longer about push that will interrupt people, instead it’s all about deliver a custom made content in the right moment when it’s wanted Internet made Public Relations public again.. Blogs, podcasts, newsroom and other kind of online content makes it possible for businesses to communicate directly with customers On the web the line between commercial and PR is deleted (The new Rules of Marketing and PR)
To work with Social Media will cost you time, but not so much money. You need to be devoted to spend the time – make sure more than one person is involved!
Getting Started Define Audience Research Listen Set goals Engage in conversations Measure results
Research Social Media Sites Define your target audience Once you know who your target audience to determine which social media/ networking site to invest time in. Do Your Research: Different sites may be more popular in some countries than others. The user demographics differ from site to site. Listen: Join the site, do key word searches, listen to the conversations. Participate: Answer questions Engage: Share information, ask questions, connect people and stories It takes time, you don’t have to be everywhere but where you are you need to participate…
Identifying Your Goals Engage participants Share the YFU Story Recruit new families Recruit new students Recruit new volunteers Reconnect returnees Support new students/families/volunteers When creating goals make sure you have metrics to measure success
Make a strategy It’s important to make a strategy – this strategy should fit with your overall Marketing strategy. Easy explanation – set goals and draw the map on how to reach them. In this case draw the map on how to get an effective and goal oriented use of Social Media. But the strategy won’t solve your “problems” it’s when it’s put into practice that it’s useful.
Measuring Success Facebookinsight data Demographics Rate of fan addition Response to questions (what inspires action) Using URL shortening sites (bit.ly or tr.im) that give statistical information on click through rates
Preparation ↓ Goals ↓ Target group/users ↓ Content ↓ Channels & activities ↓ Implementing ↓ Follow up & evaluation ↓ New or revised Goals..
Seven Golden Rules Base it on feelings Do something unexpected Traditional commercial thinking won’t work Make a follow up – if you did it good don’t leave the audience empty handed Make it easy to spread Make it possible to comment Never limit the access
YFU on Facebook Every YFU country should have a Fan (business) page on Facebook. A fan page Official page represents YFU in your country Updates appear in newsfeed; allows for interactivity and gets people back to your page Paid, targeted advertising opportunities Customizable tabs, applications Gives statistics on visitors and interaction
What’s Your Facebook? While we’ve talked a lot about Facebook today, Facebook may not be where your students and families are. Research and find out where YFU should be in your country. Research Training Listen Participate Engage Evaluate Repeat periodically: things change rapidly
Suggestion to keep in mind… Let go of ‘control’ – be open, provoke conversation and build community through vibrant (even controversial) opinions Social Media audience expects personality – they want to be inspired & impressed. They do not want rules – they do not want to be told how they can participate!!
Final Thoughts – Have Fun! Social media is a conversation, it is a way for YFU and our volunteers, families and students to share our stories, ask questions, get answers and more. Know your target audience , know your purpose. Different sites may have different audiences/strategies. Don’t be afraid; there is a lot of trial and error Find your voice; ittakes time – developing the skill set of a good ‘community builder’ and social networker is learned thru trial and error! Be real, responsive and engaged.