Social Media Strategy At Lance Armstrong Foundation

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

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  • 01/14/10
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  • Social Media Strategy At Lance Armstrong Foundation

    1. 1. Social Media at the Lance Armstrong Foundation January 14 th , 2010
    2. 2. Housekeeping <ul><li>Attendees are encouraged to interact and ask questions </li></ul><ul><li>No question is too basic </li></ul><ul><li>You may be called upon  </li></ul>
    3. 3. Brooke McMillan – Online Community Evangelist Lance Armstrong Foundation @livestrong Frank Barry – Director of Professional Services Blackbaud Internet Solutions http://www.netwitsthinktank.com @ franswaa Speakers
    4. 4. Agenda <ul><li>About Lance Armstrong Foundation </li></ul><ul><li>Why LAF embraced Social Media </li></ul><ul><li>The tools </li></ul><ul><li>Most impactful outcomes </li></ul><ul><li>Key learning </li></ul>Agenda
    5. 5. Definitions <ul><li>In simple terms: Using online technology to foster communications and relationship building </li></ul><ul><li>Social media changes the dynamic of marketing & communications from ‘ one to many ’ to ‘ many to many ’ </li></ul><ul><li>Common tools: YouTube, Facebook, Twitter, Flickr, LinkedIn, MySpace </li></ul>Baseline Definition of Social Media:
    6. 6. LANCE ARMSTRONG FOUNDATION
    7. 7. LANCE ARMSTRONG FOUNDATION <ul><li>Founded in 1997 by Lance Armstrong </li></ul><ul><li>Unite people to fight cancer </li></ul><ul><li>Take aim at the gap between what is known and what is done </li></ul><ul><li>Our mission: To inspire and empower people affected by cancer </li></ul><ul><li>Unity is strength. Knowledge is power. Attitude is everything. LIVE STRONG </li></ul>
    8. 8. Why LAF embraced Social Media Why LAF embraced Social Media
    9. 9. Why LAF embraced Social Media <ul><li>We believe that we have to communicate with our people where they are </li></ul><ul><li>Social media, at it’s core is a community building tool. </li></ul><ul><li>It’s a low cost & convenient way to communicate with a very broad (or very narrow) audience </li></ul>
    10. 10. The Tools The Tools
    11. 11. The Tools used by LAF
    12. 12. The Tools used by LAF Blog ( http:// livestrongblog.org )
    13. 13. The Tools used by LAF Twitter ( www.twitter.com/livestrong )
    14. 14. The Tools used by LAF Delicious ( http:// delicious.com/laf_livestrong )
    15. 15. The Tools used by LAF YouTube ( www.youtube.com/livestrongarmy )
    16. 16. The Tools used by LAF Flickr ( www.flickr.com )
    17. 17. The Tools used by LAF Blackbaud Sphere Friends Asking Friends ( http://www.sanjose2010.livestrong.org )
    18. 18. Outcomes Outcomes
    19. 19. By the Numbers <ul><li>Facebook : 700,500 fans </li></ul><ul><li>Twitter : </li></ul><ul><ul><li>Foundation (@LIVESTRONG): 58,218 followers </li></ul></ul><ul><ul><li>Doug (@LIVESTRONGCeo): 989,420 followers </li></ul></ul><ul><ul><li>Lance (@lancearmstrong): 2,386,189 followers </li></ul></ul><ul><li>YouTube : 2,099 subscribers </li></ul><ul><li>Blog : 1833 subscribers </li></ul><ul><li>FAF Events : </li></ul><ul><ul><li>21,000 Participants </li></ul></ul><ul><ul><li>$10.2M Raised online in 2009 </li></ul></ul>
    20. 20. Most impactful outcomes <ul><li>Relationship building – </li></ul><ul><ul><li>social media and online engagement significantly accelerates LAF’s ability to build relationships </li></ul></ul><ul><li>Extended community building – </li></ul><ul><ul><li>these tools have facilitated connections, partnerships, support circles that may not have happened face-to-face. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
    21. 21. Key learnings <ul><li>What didn’t work? </li></ul><ul><ul><li>MySpace - membership dropped on their site overall, so did our friend base—we have left our site up, but not working with it. </li></ul></ul><ul><ul><li>Overzealous tweeting from the Summit—lost us 2500 followers…lesson learned. </li></ul></ul><ul><li>Biggest surprises? </li></ul><ul><ul><li>People’s willingness to watch the summit on Ustream </li></ul></ul><ul><ul><li>The outpouring of support for those affected by cancer from those affected by cancer- on Facebook. </li></ul></ul><ul><ul><li>@fatcycllist and #blamedrewscancer </li></ul></ul>
    22. 22. Takeaways Outcomes
    23. 23. Key learnings <ul><li>Be authentic, not corporate, in your online interactions </li></ul><ul><li>Tie your SM initiatives together each channel naturally feeds the others </li></ul><ul><li>Don’t be scared…give it a try. The longer you put it off, the more ‘catch up’ you’ll do later </li></ul>If you only take three things from this session …
    24. 24. Brooke McMillan – Online Community Evangelist Lance Armstrong Foundation @livestrong Frank Barry – Director of Professional Services Blackbaud Internet Solutions http://www.netwitsthinktank.com @ franswaa Speakers

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