Building Community in the Digial Marketplace - What's a Y to Do?

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Building Community in the Digital Marketplace: What's a Y to Do is designed for senior managers at YMCAs. This is NOT a how to decision but rather focuses on what and why.

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Building Community in the Digial Marketplace - What's a Y to Do?

  1. 1. Building Community in the Digital Marketplace … What’s a Y to Do? See us in Booth 1000 Making Dreams Fly ®
  2. 2. IntroductionSelling Salt Water TaffyY Camp staffAssociations: 32 yearsPR/Marketing: 40 years Communications audits for AYP and YMCA-DC Making Dreams Fly ®
  3. 3. USA Today, WednesdayMail 3 Times A Week Apple Has Record Earnings 25,000,000• USPS = $8.3 Billion loss 20,000,000 20,300,000 15,000,000• Cutting Saturday service 10,000,000 9,250,000 7,500,000• 3x a week before 2025 5,000,000 3,950,000 0 iPhones iPads iPods Macs 2 183% 1.5 142% 1 0.5 -20.0% 14.0% 0 -0.5 Making Dreams Fly ®
  4. 4. Today’s TopicMaking Dreams Fly ®
  5. 5. Background• Survey results.• Use of Social Media• What 1-3 items do you want to get today? Making Dreams Fly ®
  6. 6. Survey Says …YMCA Use of Social Media Platforms Not on Horizon Have Discussed Working on It Operational Facebook 2x #2N = 161 Making Dreams Fly ®
  7. 7. Survey Says … YMCA Use of Social Media Platforms 80% 74% 70% 60% 50% Operational 40% 33% 29% 30% 22% 21% 19% 20% 15% 10% 6% 6% 5% 1% 0%N = 161 Making Dreams Fly ®
  8. 8. Survey Says … Your Use of Social Media for Y Business 62.9% Apps for travel, restaurants, scores 10.1% 19.1% 7.9% 51.1% Google News Alerts 8.8% 13.9% 26.3% 76.7% Flickr 8.5% 11.6% 3.1% 37.7% YouTube 23.8% 31.1% 7.4% 51.4% Twitter 11.6% 15.2% 21.7% 15.3% #1 Facebook 9.9% 32.8% 42.0% 48.4% 19.0% Never Use LinkedIn 27.8% 4.8% 71.4% Use Daily Blog 9.5% 13.5% 5.6% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%N =160 Making Dreams Fly ®
  9. 9. Expectations• Best practices/trends? • How to protect• Which tools are “best”? from negatives?• Is this a fad? • How keep pace?• What is ROI? • What is too much?• What is YUSA policy? • What’s in it for me?• What about Redwoods? • Where focus?• What can we share? • Texting?• Does this displace • How stay current? traditional marketing? • Who leads SM? Making Dreams Fly ®
  10. 10. Focus1. Fulfill mission2. Recruit program participants/members3. Generate funds (program or donors) Making Dreams Fly ®
  11. 11. Mission But …Making Dreams Fly ®
  12. 12. Youth Development Y? Making Dreams Fly ®
  13. 13. Healthy Living Y?Making Dreams Fly ®
  14. 14. Personal Fitness Y? Making Dreams Fly ®
  15. 15. Swimming Classes Y! Making Dreams Fly ®
  16. 16. Today’s ChallengeSource: 2011 DRAKECOSurvey of 837 associationmembers Making Dreams Fly ®
  17. 17. Today’s ChallengesFREQUENCY oflooking at yourassociation’swebsite(s) Source: 2011 DRAKECO Never Occasionally Several times a month Survey of 837 association members Making Dreams Fly ®
  18. 18. Your Prospects Are Here Are You? Making Dreams Fly ®
  19. 19. Platforms#1 Texting (with opt-in)#2 Facebook#3 YouTube#4 Twitter#5 Google+ (but gaining speed) Making Dreams Fly ®
  20. 20. Making Dreams Fly ®
  21. 21. Mobile Mania Making Dreams Fly ®
  22. 22. Making Dreams Fly ®
  23. 23. billion billionCell Phone Users Computer Users Making Dreams Fly ®
  24. 24. minutesMaking Dreams Fly ®
  25. 25. Texting• Are you collecting cell numbers of members? Donors? Others?• Do you have process for them to “opt- in” to receive text messages? Making Dreams Fly ®
  26. 26. ChallengeMobile Mania#1 B Mobile 15 mo Making Dreams Fly ®
  27. 27. ChallengeWhat consumers experience in their worldestablishes their expectations from you.• Google• Amazon• Southwest AirlinesMay not be fair but it’s reality. Making Dreams Fly ®
  28. 28. Go tomobile.southwest.com Making Dreams Fly ®
  29. 29. Making Dreams Fly ®
  30. 30. Social Media Delivery tool & much more Making Dreams Fly ®
  31. 31. Where Are Your Customers?• LinkedIn Groups• Yahoo!/LinkedIn Answers• Google+• Niche Online Communities (Ning?)• Twitter/Facebook• StumbleUpon• BusinessWeek Xchange• Texting Making Dreams Fly ®
  32. 32. Blogging Micro  RSS Feeds BloggingTraditional Photo  Media These are Sharing your tools Text Video  Alerts Sharing Social  Networking Podcasts Hybrid Events Making Dreams Fly ® Source: Universal McCann Companies Study on Social Media Trends (March 2008) 
  33. 33. How do we CONTROL our messages? “Control? You’re kidding, Right?!”1. Empower (& trust) your staff2. Create clear policies3. Convert members into advocates Making Dreams Fly ®
  34. 34. Reaching Goals• Y is more than a building• Put meaning behind & meat to … Youth Development Healthy Living Social Responsibility• Be THE resource Making Dreams Fly ®
  35. 35. Youth Development Making Dreams Fly ®
  36. 36. Healthy LivingMaking Dreams Fly ®
  37. 37. Social Responsibility Making Dreams Fly ®
  38. 38. Making Dreams Fly ®
  39. 39. Social MediaLISTEN: Research ToolGoogle News AlertsTwitter SearchSlide ShareENGAGE: Branding & Member ToolSharing2-way communicationsFund-raising Making Dreams Fly ®
  40. 40. The Making Dreams Fly ®
  41. 41. Making Dreams Fly ®
  42. 42. Define Your Audience• Who exactly are you targeting? Interest (swimming, child care, fitness, camp) Age Location Their Internet Preferences/Patterns• Where do they search for their interests?• What do they think about you? Making Dreams Fly ®
  43. 43. Making Dreams Fly ®
  44. 44. ContentManagement Making Dreams Fly ®
  45. 45. 9 Steps to ContentMarketing Strategy Making Dreams Fly ®
  46. 46. 9 Steps to Content Marketing 1) The 2) Define 3) Know the Marketing Your Informational Goal Audience Needs 6) Where Are 5) Where is 4) The Secret Your the Content? Sauce Customers? 8) Develop 9) Execute 7) Choose the the Content back to Tactics Calendar Objective Making Dreams Fly ®
  47. 47. Listening1. Brand monitoring2. Finding relevant topics3. Finding relevant talkers Making Dreams Fly ®
  48. 48. Building Relationships1. Be yourself2. Tell your stories3. Find your social objects Making Dreams Fly ®
  49. 49. Where are your customers? HANGING OUT?Target the top 10 – 15 blogs or websites in your nicheRead and get active…start commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expert Making Dreams Fly ®
  50. 50. Where Are Your Customers?• LinkedIn Groups• Yahoo! / LinkedIn Answers• Google Groups• Niche Online Communities (Ning?)• Twitter/Facebook• StumbleUpon• BusinessWeek Xchange Making Dreams Fly ®
  51. 51. Find Members’ Pain Points KEYWORD ANALYSIS Making Dreams Fly ®
  52. 52. Twitter Like a RiverSame Tweet 8x a Day Making Dreams Fly ®
  53. 53. 1-7-30-4-2-1 Plan1=Daily (Twitter, Blog)7=Weekly (eNewsletter)30=Monthly (Webinar)4=Quarterly (eBook, Magazine)2=Bi-Annually (User Event)1=Yearly (Large Research Project) Making Dreams Fly ®
  54. 54. Headline Tips• Think about the Problem• Focus on a Keyword Search (Google External Search)• Numbers Rule• Be VERY Specific Ways to Increase Your Health 10 Steps to Healthy Living Making Dreams Fly ®
  55. 55. Great Headline! Making Dreams Fly ®
  56. 56. Making Dreams Fly ®
  57. 57. CEO “To Dos”1. Google your key words (from home)2. Don’t get hung up … start doing3. Strategy 1st … then the tools4. Allocate resources ($ + people)5. Empower your people6. Create staff “rock stars”7. Consider structure8. Monitor results Making Dreams Fly ®
  58. 58. CONTACT INFORMATION See us in Booth 1000Steve DrakePresident, Owner drake@drakeco.com16020 Swingley Ridge Road @stevedrakeSuite 300 @causeaholicChesterfield, MO 63017(636) 449-5050 Making Dreams Fly ®

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