Social Media Strategy At Lance Armstrong Foundation

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

Social Media Strategy At Lance Armstrong Foundation

by frank barry on Jan 14, 2010

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Social Media Strategy At Lance Armstrong Foundation — Presentation Transcript