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Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
Yfu And Social Media
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Yfu And Social Media

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  • 1. YFU and Social Media
    Showcase session
    Kattis (YFU Sweden)
    Kirsi (IS)
  • 2. 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
  • 3. To get started…
    Social Media and Networking is a fundamental shift in the way we communicate!
  • 4.
  • 5. 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
  • 6. 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…
  • 7. 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…
  • 8. What is out there?
  • 9. What is out there?
    Blogs
    Facebook
    Podcasts
    Twitter
    Wiki
    Delicious
    Flickr
    YouTube
    SlideShare
    Scribd
    Ning
    And more
  • 10. “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?
  • 11. 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
  • 12. 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”
  • 13. 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
  • 14. 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
  • 15. 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.
  • 16. 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
  • 17. 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)
  • 18. 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!
  • 19. Getting Started
    Define Audience
    Research
    Listen
    Set goals
    Engage in conversations
    Measure results
  • 20. 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…
  • 21. 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
  • 22. 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.
  • 23. 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
  • 24. Preparation

    Goals

    Target group/users

    Content

    Channels & activities

    Implementing

    Follow up & evaluation

    New or revised Goals..
  • 25. 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
  • 26. Potentialfor YFU
  • 27. Potentialfor YFU
  • 28. Potentialfor YFU
  • 29. Potentialfor YFU
  • 30. 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
  • 31. Facebook Insights
  • 32. Facebook Insights
  • 33. Facebook Insights
  • 34. 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
  • 35. 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!!
  • 36. 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.

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