YMCA of Metro Chicago
Jumps into Social Media
A Case Study
How do you get
50 authors prepared
to manage
15 Facebook pages
in less than
2 months
with a team of
4 people?
Overview
During the launch of
our Facebook pages we
faced challenges similar
to other orgs and
thought it would be
helpful...
YMCA Overview
The Y is Chicagoland’s
leading nonprofit
strengthening
communities through
youth development,
healthy living...
Goals
Our objective is to have successful, responsible and
sustainable social media sites that are managed as
part of the ...
Our Challenge
Our members and communities connect with their
individual center and want information from them. But
there a...
Our Metro Challenge
Our Metro office had challenges of its own to
overcome:
Limited staff
time
Manage the
brand
Ensure suc...
Our Strategy
The key to our success was the readiness of the authors, not
the mechanics of the page. So with seven weeks t...
Our Author Strategy
Ready
(now- July 30)
Set
(Aug 11 or 12)
Go
(Aug 12– Aug 23)
The authors were given
tasks on a regular
...
Our Metro Strategy
Ready
(now- July 30)
Set
(Aug 11 or 12)
Go
(Aug 12– Aug 23)
While the authors were busy preparing their...
2010 Timeline
Pilots
(May -July)
Ready
(July 6 - 30)
Set
(Aug 11 or 12)
Go
(Aug 12– Aug 23)
Facebook pilots launched for
•...
Our Materials
• Social Media Author Acknowledgement
• Comment Escalation Resources
• Content Tips
• Page Administration Gu...
Our Kickoff Agenda
• Overview of Facebook launch
• Facebook Configuration
• Your Role as Authors
• Next Steps
• Q&A
Ready
...
Training was a critical part of our plan
The following slides are
overviews of those trainings
Ready
(now- July 30)
Before July 15
Application Due to IT
July 22
Attend kick-off webinar
Before July 30
Collect communica...
Talked About Facebook Configuration
Each center will have their
own page, plus one for
metro.
Each center will have their
...
Authors
Content
-posting
-planning
Moderate
-comments
-fan posts
-interaction
Manage
-added tools
-metrics
Plus Author Exp...
Each Center Was Assigned
Next Steps Before Boot Camp
Create Flickr account for your center
Get comfortable with Facebook f...
Boot Camp Agenda
• Overview of Facebook
• Content Creation
• Facebook Administration
• Replying to Comments
• Comment Esca...
A Quick Facebook Page Demo
Then on to Creating Content
Recycle existing content
Some content will be pushed from
Association page
Build your content ...
Content Tips
• Focus on goals and audience with a purpose
• Short, professional style with personality &
context
• Provide...
Content – Have a Plan
• Plan ahead on content
• Don’t leave it to one person
• New content weekly
• Actively reply and mon...
We shared the
Air Force Blog
Assessment to
talk through how
to reply to
comments on
our pages
Comment Escalation
But we also needed a deeper plan than just
replying in specific scenarios.
We Walked through Facebook Insights
Why have metrics?
• Measure of impact
• Indicator of growth
What to measure?
• Fans, p...
Our Metrics Reporting
Seizing the opportunity to show digital
engagement as a whole, our report includes
email, Facebook a...
Facebook Promotional Plan
• Aug 23 – Recruit 25 fans for each page
• Aug - Sept – Employee Launch
• October – Launch to me...
Assigned Homework
1. Prepare 2 welcome posts
2. Complete October Marketing calendar
3. Decide your center’s process and ro...
Pre-Launch Decisions
A few centers were not able to
complete all of the readiness process.
In the end, we decided to postp...
Our Launch – Aug 23, 2010
By the end of the day we had over 25
fans for each page and secured our
vanity URLs.
50 Trained ...
Our Outcomes
Aug 23 we launched our pages!
Promoted pages
To staff
Added button to websites
Full promotion plan
to all aud...
Our Outcomes
October 2010 Stats!
Full promotion plan
to all audiences
Started Oct 2010
• 2285 fans across the pages
• 191 ...
What’s Next
Facebook pages are just one part of our long
term online presence strategy. Our next
projects include a websit...
Contact Us
For more information:
www.ymcachicago.org
Contact: IT Department
Phone: 312-932-1200
Email:
ymcachicagoit@ymcac...
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Ymca of Metro Chicago Facebook Case Study

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This presentation is an overview of the process that we used to train 50 authors in order to launch 15 Facebook pages with a team of four people. For more information visit our blog at http://ymcachicagoit.wordpress.com/.

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No notes for slide
  • Rely heavily on existing content (just add context) recycle
    RSS feed from Metro Facebook page
    Create your content like a cake, in big bundles, then serve it one piece at a time
    Use your marketing calendar
  • Our goals and audiences
    Writing tips (short, professional style with personality & context)
    Link to information on your website
    Events
    Images – photo waivers
  • Frequency of posting and mix of content
    Frequency of emailing fans
    what to do if you post incorrect information
    Recruiting people to reply
    Careful when linking to outside sources
  • Ymca of Metro Chicago Facebook Case Study

    1. 1. YMCA of Metro Chicago Jumps into Social Media A Case Study
    2. 2. How do you get 50 authors prepared to manage 15 Facebook pages in less than 2 months with a team of 4 people?
    3. 3. Overview During the launch of our Facebook pages we faced challenges similar to other orgs and thought it would be helpful to share our experience. The following presentation is an overview of our process.
    4. 4. YMCA Overview The Y is Chicagoland’s leading nonprofit strengthening communities through youth development, healthy living and social responsibility. Through its 65 locations and more than 100 extension sites, the YMCA of Metropolitan Chicago helps children learn and grow, teaches young people to lead, brings families closer, and encourages individual health and well-being.
    5. 5. Goals Our objective is to have successful, responsible and sustainable social media sites that are managed as part of the YMCA's overall business strategy. • Facebook page for each membership center • Focus on establishing a presence • Build a foundation quickly • Primary audience is people interested in our membership facilities
    6. 6. Our Challenge Our members and communities connect with their individual center and want information from them. But there are numerous obstacles in allowing our membership centers to own their Facebook pages: Limited staff time Minimal Social Media experience Struggle to create content Staff size is small
    7. 7. Our Metro Challenge Our Metro office had challenges of its own to overcome: Limited staff time Manage the brand Ensure success of center pages Manage risk
    8. 8. Our Strategy The key to our success was the readiness of the authors, not the mechanics of the page. So with seven weeks to work with, we decided the key was to establish staggered deadlines for the authors to meet and a focused one-day boot camp. Ready (now- July 30) Before July 15 Application Due to IT July 22 Attend kick-off webinar Before July 30 Collect communication list Set (Aug 11 or 12) Aug 11 or 12– Attend All Day In-person Boot Camp: • Content Creation • Facebook Administration • Replying to Comments • Comment Escalation • Metrics • "Take Home" Assignments Go (Aug 12– Aug 23) Before Aug 18 Finish setup and content Before Aug 20 Plan promotion of Facebook Aug 23 Launch Facebook Pages
    9. 9. Our Author Strategy Ready (now- July 30) Set (Aug 11 or 12) Go (Aug 12– Aug 23) The authors were given tasks on a regular schedule to ensure their readiness. The goal was to find ways to prepare them without creating unnecessary work.
    10. 10. Our Metro Strategy Ready (now- July 30) Set (Aug 11 or 12) Go (Aug 12– Aug 23) While the authors were busy preparing their materials, Marketing and IT collaborated to get the Facebook pages configured and designed for all of the centers. Setup pages identically Create editing guidelines/ directions Established readiness checkpoints
    11. 11. 2010 Timeline Pilots (May -July) Ready (July 6 - 30) Set (Aug 11 or 12) Go (Aug 12– Aug 23) Facebook pilots launched for •YMCA Black & Latino Achievers •YMCA Safe Kids campaign Prepare for Facebook launch for our centers •Centers submit applications and select authors •Webinar to kickoff process and inform authors •Homework assigned One-day boot camp for Facebook authors •Homework assigned Final preparation and Facebook launch
    12. 12. Our Materials • Social Media Author Acknowledgement • Comment Escalation Resources • Content Tips • Page Administration Guidelines • Marketing Calendar Template • Links to Articles on Privacy Our centers have primary responsibility for managing their page with limited support from Marketing and IT. So we needed to be very purposeful in providing authors with the appropriate resources:
    13. 13. Our Kickoff Agenda • Overview of Facebook launch • Facebook Configuration • Your Role as Authors • Next Steps • Q&A Ready (now- July 30) Set (Aug 11 or 12) Go (Aug 12– Aug 23) Our boot camp was only one day, so we needed our authors to get a head start before coming. To that end, we assigned some pre-work and started with a kickoff call.
    14. 14. Training was a critical part of our plan The following slides are overviews of those trainings
    15. 15. Ready (now- July 30) Before July 15 Application Due to IT July 22 Attend kick-off webinar Before July 30 Collect communication list Set (Aug 11 or 12) Aug 11 or 12– Attend All Day In-person Boot Camp: • Content Creation • Facebook Administration • Replying to Comments • Comment Escalation • Metrics • "Take Home" Assignments Go (Aug 12– Aug 23) Before Aug 18 Finish setup and content Before Aug 20 Plan promotion of Facebook Aug 23 Launch Facebook Pages We Spent Time Explaining the Timeline
    16. 16. Talked About Facebook Configuration Each center will have their own page, plus one for metro. Each center will have their own page, plus one for Metro. Marketing (with IT) will be doing all of initial setup and design of the page. Some Association-wide content will be pushed to your page. Design shared at Boot Camp
    17. 17. Authors Content -posting -planning Moderate -comments -fan posts -interaction Manage -added tools -metrics Plus Author Expectations
    18. 18. Each Center Was Assigned Next Steps Before Boot Camp Create Flickr account for your center Get comfortable with Facebook functionality Homework 1. Write 2 status updates 2. Gather communication samples 3. Marketing calendar for September Attend one-day boot camp
    19. 19. Boot Camp Agenda • Overview of Facebook • Content Creation • Facebook Administration • Replying to Comments • Comment Escalation • Metrics • "Take Home" Assignments Ready (now- July 30) Set (Aug 11 or 12) Go (Aug 12– Aug 23) Then came Boot Camp, our one day to equip our authors to represent the YMCA on Facebook.
    20. 20. A Quick Facebook Page Demo
    21. 21. Then on to Creating Content Recycle existing content Some content will be pushed from Association page Build your content in bulk; serve a piece at a time Integrate with all marketing efforts
    22. 22. Content Tips • Focus on goals and audience with a purpose • Short, professional style with personality & context • Provide a call to action • Use images • Provide a link • Tie to events or themes
    23. 23. Content – Have a Plan • Plan ahead on content • Don’t leave it to one person • New content weekly • Actively reply and monitor • You will make mistakes; plan to react • Trying something new? (Recruit some ringers)
    24. 24. We shared the Air Force Blog Assessment to talk through how to reply to comments on our pages
    25. 25. Comment Escalation But we also needed a deeper plan than just replying in specific scenarios.
    26. 26. We Walked through Facebook Insights Why have metrics? • Measure of impact • Indicator of growth What to measure? • Fans, posts, views and interactions • Qualitative? Act on metrics • Use metrics to make decisions • Experiment
    27. 27. Our Metrics Reporting Seizing the opportunity to show digital engagement as a whole, our report includes email, Facebook and website information. Digital Engagement Metrics - September 2010 Reach Data Engagement Data Center Overall Change Rockstars! Active Adults % email address for adults (*1) Unique Website Visitors Facebook Fans (*4) Email Open Rate (*5) Email Click Throughs (*2) Avg. time on website (*6) Facebook Page Views (*3) Facebook Likes & Comments (*3) (Goal 45% of adults) (Goal 45% of emails) (Goal 28%) (Goal 4%) (Goal 2:20) (Goal .5% of Fans) (Goal 2.5% of Fans) Count % Change % % Change Count % Change Count % Change % % Change % % Change Time % Change Count % Change Count % Change Austin YMCA Buehler YMCA Elmhurst YMCA Foglia YMCA Grayslake YMCA Greater LaGrange YMCA Hastings Lake YMCA High Ridge YMCA Indian Boundary YMCA Irving Park YMCA Kelly Hall YMCA Lake View YMCA Lattof YMCA Leaning Tower YMCA McCormick Tribune YMCA Rauner Family YMCA South Chicago YMCA South Side YMCA Wabash YMCA West Communities YMCA Metro Association Totals Association Average Goal(*1) Variance Goal(*4) Variance Goal (*4) Variance Goal (*2) Variance Goal (*5) Variance Goal(*3) Variance Goal(*3) Variance Performance Against Goals 45% 45% 28% 4% 2:20 0.50% 2.50% A Rockstar is a center with improvement across all engagement Rather than just reporting stats, we also set goals: *1 Goal derived from sampling of national YMCAs *2 Goal derived from average stats from eBenchmark Report 2010 *3 Goal derived from average stats from 2010 NonProfit Social Media Benchmarks Study *4 Goal is same ratio of member to email counts (45%) but based on fans to email counts (20.25% of member counts) *5 Goal derived from Nonprofit averages from leading email service provider *6 Goal derived from Google Analytics benchmarks
    28. 28. Facebook Promotional Plan • Aug 23 – Recruit 25 fans for each page • Aug - Sept – Employee Launch • October – Launch to members • November – Incorporate in all marketing materials Phased approach to build experience, content and base of fans
    29. 29. Assigned Homework 1. Prepare 2 welcome posts 2. Complete October Marketing calendar 3. Decide your center’s process and roles for replying to comments 4. Prepare for expected repliescomments 5. Talk about Facebook 6. Tell people 7. Download & send metrics 6th each month 8. Sign Author Acknowledgement
    30. 30. Pre-Launch Decisions A few centers were not able to complete all of the readiness process. In the end, we decided to postpone the launch of a few pages to ensure sustainability. Facebook announced page changes planned for Aug 23 (our launch date), we planned contingencies but continued as planned
    31. 31. Our Launch – Aug 23, 2010 By the end of the day we had over 25 fans for each page and secured our vanity URLs. 50 Trained Authors 15 Facebook pages Welcome content posted
    32. 32. Our Outcomes Aug 23 we launched our pages! Promoted pages To staff Added button to websites Full promotion plan to all audiences starting Oct 2010 By the end of August 2010: • 1100+ fans across the pages • 116 wall posts by authors • 1500+ unique page views •Growing engagement (via metrics) •Authors excited to connect By the end of August 23: • 25+ fans for each page • Vanity URL secured • First content posted
    33. 33. Our Outcomes October 2010 Stats! Full promotion plan to all audiences Started Oct 2010 • 2285 fans across the pages • 191 wall posts by authors • 2618 unique page views • 396 likes & comments on our posts
    34. 34. What’s Next Facebook pages are just one part of our long term online presence strategy. Our next projects include a website redesign, digital content strategy, mobile tools and more.
    35. 35. Contact Us For more information: www.ymcachicago.org Contact: IT Department Phone: 312-932-1200 Email: ymcachicagoit@ymcachicago.org facebook.com/YMCAChicago twitter.com/YMCAChicago YMCA of Metro Chicago IT Blog

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