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Social Media Strategy At Lance Armstrong Foundation
 

Social Media Strategy At Lance Armstrong Foundation

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Exploring social media strategy for nonprofits by looking at @LIVESTRONG.

Exploring social media strategy for nonprofits by looking at @LIVESTRONG.

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  • 01/14/10
  • 01/14/10
  • 01/14/10
  • 01/14/10
  • 01/14/10
  • 01/14/10
  • 01/14/10
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  • 01/14/10

Social Media Strategy At Lance Armstrong Foundation Social Media Strategy At Lance Armstrong Foundation Presentation Transcript

  • Social Media at the Lance Armstrong Foundation January 14 th , 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. LIVE STRONG
  • 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
    • Relationship building –
      • social media and online engagement significantly accelerates LAF’s ability to build relationships
    • 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
    • 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.
    • 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
  •