Social Media at the Lance Armstrong Foundation


November 4th, 2009
Blackbaud is proud to support NAYDO and the professional
               development of it’s members

             This ses...
Housekeeping
•   Attendees are encouraged to interact and ask questions
    •   Twitter   @JT_on_DI

    •   LiveMeeting c...
Social Media at the Lance Armstrong Foundation



             Brooke McMillan - Online Community Evangelist for the Lance...
•   About Lance Armstrong Foundation
  •   Why LAF embraced Social Media
  •   The tools
  •   Most impactful outcomes
  •...
Baseline Definition of Social Media:

  •   In simple terms: using online technology to foster
      communications, relat...
LANCE ARMSTRONG FOUNDATION
•   Founded in 1997 by Lance Armstrong
   •   Unite people to fight cancer
   •   Take aim at the gap between what is know...
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 ...
The Tools




The Tools
The Tools used by LAF
The LAF Blog (http://livestrongblog.org/)




The Tools used by LAF
Facebook (www.facebook.com/livestrong#)




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
Outcomes




Outcomes
•   Facebook: 671,000 fans


   •   Twitter:
        – Foundation: 45,000 followers - @LIVESTRONG
        – Doug (CEO): 80...
1.   Relationship building –

        – social media and online engagement significantly accelerates LAF’s
          abili...
What didn’t work
   •   MySpace - membership dropped on their site overall, so did
       our friend base—we have left our...
If you only take two things from this session:

       – Be authentic, not corporate, in your online
         interactions...
How to get started with Social Media at Your YMCA




How to get started with Social Media at Your YMCA
1.   Pick an existing goal to pursue
        – Ex: building mission awareness, connecting with
          members, soliciti...
3.   Start actively listening
        – Listen to your peers & to your community
        – What is your current social med...
4.   Establish a baseline Social Media
        presence
        – Choose your SM properties based on your primary goals
  ...
5.   Evolve – You now have:


        –   An objective
        –   Staff ownership
        –   A means of listening and to...
QUESTIONS…ANSWERS…YOUR OWN EXPEREINCES?


• Brooke McMillan - Online Community Evangelist for the
  Lance Armstrong Founda...
Blackbaud is proud to support NAYDO and the professional
               development of it’s members

             This ses...
Social Media Strategy At Lance Armstrong Foundation   Naydo Blackbaud Webinar   November 2009
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Social Media Strategy At Lance Armstrong Foundation Naydo Blackbaud Webinar November 2009

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Brooke McMillan (LAF) and Frank Barry (Blackbaud) co-hosted a session for NAYDO/YMCA members on the topic of social media.

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Social Media Strategy At Lance Armstrong Foundation Naydo Blackbaud Webinar November 2009

  1. 1. Social Media at the Lance Armstrong Foundation November 4th, 2009
  2. 2. Blackbaud is proud to support NAYDO and the professional development of it’s members This session is underwritten by Blackbaud’s YMCA Team Follow NAYDO on Twitter: @YMCA_NAYDO Follow Blackbaud on Twitter: @Blackbaud
  3. 3. Housekeeping • Attendees are encouraged to interact and ask questions • Twitter @JT_on_DI • LiveMeeting chat • Be aware of your background noise and hold music • Presentation materials will be emailed to all attendees
  4. 4. Social Media at the Lance Armstrong Foundation Brooke McMillan - Online Community Evangelist for the Lance Armstrong Foundation @livestrong Frank Barry – Director of Professional Services, Blackbaud Internet Solutions Division @franwaa
  5. 5. • About Lance Armstrong Foundation • Why LAF embraced Social Media • The tools • Most impactful outcomes • Key learnings • 5 steps to get started at your YMCA Agenda
  6. 6. Baseline Definition of Social Media: • In simple terms: using online technology to foster communications, relationship building, networking, support groups, recruitment, retention, etc • Social media changes the dynamic of marketing & communications from ‘one to many’ to ‘many to many’ • Common tools: YouTube, Facebook, Twitter, Flickr, LinkedIn, MySpace Definitions
  7. 7. LANCE ARMSTRONG FOUNDATION
  8. 8. • 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. LIVESTRONG LANCE ARMSTRONG FOUNDATION
  9. 9. Why LAF embraced Social Media Why LAF embraced Social Media
  10. 10. • We believe that we have to communicate with our people where they are • Social media, at it’s core is a community building tool. Like the YMCA, LAF’s mission is deeply rooted in community building • It’s a low cost & convenient way to communicate with a very broad (or very narrow) audience Why LAF embraced Social Media
  11. 11. The Tools The Tools
  12. 12. The Tools used by LAF
  13. 13. The LAF Blog (http://livestrongblog.org/) The Tools used by LAF
  14. 14. Facebook (www.facebook.com/livestrong#) The Tools used by LAF
  15. 15. Twitter (www.twitter.com/livestrong) The Tools used by LAF
  16. 16. Delicious (http://delicious.com/laf_livestrong) The Tools used by LAF
  17. 17. YouTube (www.youtube.com/livestrongarmy) The Tools used by LAF
  18. 18. Flickr (www.flickr.com) The Tools used by LAF
  19. 19. Outcomes Outcomes
  20. 20. • Facebook: 671,000 fans • Twitter: – Foundation: 45,000 followers - @LIVESTRONG – Doug (CEO): 807,330 followers - @LIVESTRONGCeo – Lance: 2,148,274 followers - @lancearmstrong • YouTube: 9,921 subscribers • Blog: 1833 subscribers By the Numbers
  21. 21. 1. Relationship building – – social media and online engagement significantly accelerates LAF’s ability to build relationships 2. 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. Most impactful outcomes
  22. 22. 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. Key learnings
  23. 23. If you only take two things from this session: – 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 Key learnings
  24. 24. How to get started with Social Media at Your YMCA How to get started with Social Media at Your YMCA
  25. 25. 1. Pick an existing goal to pursue – Ex: building mission awareness, connecting with members, soliciting gifts, program/schedule updates 2. Make success someone’s job – Or at least, part of someone’s job – Treat social media like your other communication channels How to get started
  26. 26. 3. Start actively listening – Listen to your peers & to your community – What is your current social media footprint? – Simple/free monitoring tools: • Google.com/alerts • Search.twitter.com • Technorati.com How to get started
  27. 27. 4. Establish a baseline Social Media presence – Choose your SM properties based on your primary goals (step 1) • Create an organizational Facebook® page – Access to 200 million users in minutes • Create a Twitter ® account – Creates a voice in the micro-blogging world How to get started
  28. 28. 5. Evolve – You now have: – An objective – Staff ownership – A means of listening and to measure results – A foundational presence in the social media landscape. Reflect on what you’ve learned in your first few weeks of watchful monitoring, and formulate the plan for your first social media campaign. Your supporters are out there waiting to engage. Ready? Go! How to get started
  29. 29. QUESTIONS…ANSWERS…YOUR OWN EXPEREINCES? • Brooke McMillan - Online Community Evangelist for the Lance Armstrong Foundation @livestrong • Frank Barry – Director of Professional Services, Blackbaud Internet Solutions Division @franwaa • www.netwitsthinktank.com Questions/Follow Up
  30. 30. Blackbaud is proud to support NAYDO and the professional development of it’s members This session is underwritten by Blackbaud’s YMCA Team

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