YFU and Social Media<br />Showcase session <br />Kattis (YFU Sweden) <br />Kirsi (IS)<br />
YFU and Social Media<br />Why should YFU care?<br />Benefits for a nonprofit such as YFU<br />Traditional marketing vs. So...
To get started…<br />Social Media and Networking is a fundamental shift in the way we communicate!<br />
The Goal for Engaging in Social Media is to **<br />ENABLE<br />INSPIRE<br />INFLUENCE<br />ENGAGE!<br />Create opportunit...
Why should YFU care!?<br />We already have:<br />Strong word of mouth<br />Program participants because of recommendations...
Why should YFU care!?<br />“It’s about conversations, and the best communicators start as the best listeners.”<br />Brian ...
What is out there?<br />
What is out there?<br />Blogs<br />Facebook<br />Podcasts<br />Twitter<br />Wiki<br />Delicious<br />Flickr<br />YouTube<b...
“In 2008, if you are not on a social networking site, you are not on the Internet.” <br />IAB Platform Status Report, Apri...
What can YOU use it for?<br />Branding<br />Engage in relations<br />Recruitment<br />Campaigns<br />Tell your story<br />...
What can YOU use it for?<br />...Potential Program Participants? <br />… Potential Host Families?<br />… Potential Volunte...
Benefits for YFU<br />Increased participation<br />Expand our reach<br />Tell our stories<br />Increase awareness of YFU<b...
Tomorrow’s Consumers…<br />… are today’s digital natives!<br />By 2010, the Generation Y will outnumber the baby boomers!<...
Traditional marketing vs Social Media<br />Traditional marketing is to send a message to the customer – push. The sender i...
Traditional marketing vs Social Media<br />There is a difference between “old” fashion ads and commercials and Social Medi...
It’s no longer about push that will interrupt people, instead it’s all about deliver a custom made content in the right mo...
To work with Social Media will <br />cost you time, but not so much money. <br />You need to be devoted to spend the <br /...
Getting Started<br /> Define Audience<br /> Research<br /> Listen<br /> Set goals<br /> Engage in conversations<br /> Meas...
Research Social Media Sites<br />Define your target audience<br />Once you know who your target audience to determine whic...
Identifying Your Goals<br />Engage participants<br />Share the YFU Story<br />Recruit new families<br />Recruit new studen...
Make a strategy<br />It’s important to make a strategy – this strategy <br />should fit with your overall Marketing strate...
Measuring Success<br />Facebookinsight data <br />Demographics<br />Rate of fan addition<br />Response to questions (what ...
Preparation<br />↓<br />Goals<br />↓<br />Target group/users<br />↓<br />Content<br />↓<br />Channels & activities<br />↓<...
Seven Golden Rules<br />Base it on feelings<br />Do something unexpected<br />Traditional commercial thinking won’t work<b...
Potentialfor YFU<br />
Potentialfor YFU<br />
Potentialfor YFU<br />
Potentialfor YFU<br />
YFU on Facebook<br />Every YFU country should have a Fan (business) page on Facebook.<br />A fan page<br />Official page r...
Facebook Insights<br />
Facebook Insights<br />
Facebook Insights<br />
What’s Your Facebook?<br />While we’ve talked a lot about Facebook today, Facebook may not be where your students and fami...
Suggestion to keep in mind…<br />Let go of ‘control’ – be open, provoke conversation and build community through vibrant (...
Final Thoughts – Have Fun!<br />Social media is a conversation, it is a way for YFU and our volunteers, families and stude...
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Yfu And Social Media

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Yfu And Social Media

  1. 1. YFU and Social Media<br />Showcase session <br />Kattis (YFU Sweden) <br />Kirsi (IS)<br />
  2. 2. YFU and Social Media<br />Why should YFU care?<br />Benefits for a nonprofit such as YFU<br />Traditional marketing vs. Social Media <br />What is Social Media? <br />What is out there?<br />What can Social Media be used for<br />How to get started: Simple ABC <br />Measuring success<br />Potential for YFU<br />
  3. 3. To get started…<br />Social Media and Networking is a fundamental shift in the way we communicate!<br />
  4. 4.
  5. 5. The Goal for Engaging in Social Media is to **<br />ENABLE<br />INSPIRE<br />INFLUENCE<br />ENGAGE!<br />Create opportunities for people to feel ownership of our brand!<br />And give them something to talk about.<br />**Marta Z. Kagan, 2008<br />
  6. 6. Why should YFU care!?<br />We already have:<br />Strong word of mouth<br />Program participants because of recommendations from former alumni<br />Many GOOD stories<br />Mission that engages people<br /> The new tools are based on these attributes…<br />
  7. 7. Why should YFU care!?<br />“It’s about conversations, and the best communicators start as the best listeners.”<br />Brian Solis, Social Media Manifesto<br />People are talking about us! Conversations, opinions, questions, potential ‘customers’ are everywhere! It’s just a matter of you finding them – and vice versa.<br />Social networking is also about following conversations – and giving your followers, fans, friends something to talk about…<br />
  8. 8. What is out there?<br />
  9. 9. What is out there?<br />Blogs<br />Facebook<br />Podcasts<br />Twitter<br />Wiki<br />Delicious<br />Flickr<br />YouTube<br />SlideShare<br />Scribd<br />Ning<br />And more<br />
  10. 10. “In 2008, if you are not on a social networking site, you are not on the Internet.” <br />IAB Platform Status Report, April 2008<br />Wikipedia has almost 4 000 000 articles<br />7 articles about YFU <br />YouTube has over 10 000 000 videos<br />920 have the word ‘YFU’ in the title<br />There are 200 000 000 blogs<br />20 000 Blog search hits on ‘YFU’<br />Facebook has over 300 million users.<br />Over 500 YFU-related groups; 13 business pages<br />What is out there?<br />
  11. 11. What can YOU use it for?<br />Branding<br />Engage in relations<br />Recruitment<br />Campaigns<br />Tell your story<br />Create a community<br />“scanning”<br />Your own channel for publicity<br />Instructions, inspiration and advise<br />
  12. 12. What can YOU use it for?<br />...Potential Program Participants? <br />… Potential Host Families?<br />… Potential Volunteers?<br />… Current program participants (students, families, volunteers)<br />… Opportunities to network? Fundraise? Gain a wider audience for our message?<br />“The sky is the limit”<br />
  13. 13. Benefits for YFU<br />Increased participation<br />Expand our reach<br />Tell our stories<br />Increase awareness of YFU<br />Engage in the conversations about YFU<br />Enhanced web presence; increase web traffic to our sites<br />
  14. 14. Tomorrow’s Consumers…<br />… are today’s digital natives!<br />By 2010, the Generation Y will outnumber the baby boomers!<br />Millenials spend over 16 hours/week online.*<br />96% of them has joined a social network.*<br />They have an average of 53 online friends (38% of their network).*<br />.. they don’t care about your paper ad or slick brochures. <br />THEY CARE OF WHAT THEIR FRIENDS THINK!<br />*Marta Z. Kagan, 2008<br />
  15. 15. Traditional marketing vs Social Media<br />Traditional marketing is to send a message to the customer – push. The sender is in control, formulates and sends the message. One-way communication. “Old fashion” marketing was expensive and not always affordable to YFU organizations. For PR we had to rely on News papers and journalists.<br />Something is changing..<br />Today customers want to choose when, where and how. We have reached a pull marketing, the message is there if and when the receiver wants it. <br />
  16. 16. Traditional marketing vs Social Media<br />There is a difference between “old” fashion ads and commercials and Social Media<br />Marketing is more than just commercials and ads<br />PR is not just communication with media and journalists<br />People want real engagement and participate, not just “propaganda”<br />With good content online – you will receive customers<br />
  17. 17. It’s no longer about push that will interrupt people, instead it’s all about deliver a custom made content in the right moment when it’s wanted<br />Internet made Public Relations public again.. <br />Blogs, podcasts, newsroom and other kind of online content makes it possible for businesses to communicate directly with customers <br />On the web the line between commercial and PR is deleted<br />(The new Rules of Marketing and PR)<br />
  18. 18. To work with Social Media will <br />cost you time, but not so much money. <br />You need to be devoted to spend the <br />time – make sure more than one <br />person is involved! <br />
  19. 19. Getting Started<br /> Define Audience<br /> Research<br /> Listen<br /> Set goals<br /> Engage in conversations<br /> Measure results<br />
  20. 20. Research Social Media Sites<br />Define your target audience<br />Once you know who your target audience to determine which social media/ networking site to invest time in.<br />Do Your Research: Different sites may be more popular in some countries than others. The user demographics differ from site to site.<br />Listen: Join the site, do key word searches, listen to the conversations.<br />Participate: Answer questions<br />Engage: Share information, ask questions, connect people and stories<br />It takes time, you don’t have to be everywhere but where you are you need to participate…<br />
  21. 21. Identifying Your Goals<br />Engage participants<br />Share the YFU Story<br />Recruit new families<br />Recruit new students<br />Recruit new volunteers<br />Reconnect returnees<br />Support new students/families/volunteers<br />When creating goals make sure you have metrics to measure success<br />
  22. 22. Make a strategy<br />It’s important to make a strategy – this strategy <br />should fit with your overall Marketing strategy. <br />Easy explanation – set goals and draw the map on<br />how to reach them. In this case draw the map on <br />how to get an effective and goal oriented use of <br />Social Media. But the strategy won’t solve your<br />“problems” it’s when it’s put into practice that it’s<br />useful. <br />
  23. 23. Measuring Success<br />Facebookinsight data <br />Demographics<br />Rate of fan addition<br />Response to questions (what inspires action)<br />Using URL shortening sites (bit.ly or tr.im) that give statistical information on click through rates<br />
  24. 24. Preparation<br />↓<br />Goals<br />↓<br />Target group/users<br />↓<br />Content<br />↓<br />Channels & activities<br />↓<br />Implementing<br />↓<br />Follow up & evaluation<br />↓<br />New or revised Goals.. <br />
  25. 25. Seven Golden Rules<br />Base it on feelings<br />Do something unexpected<br />Traditional commercial thinking won’t work<br />Make a follow up – if you did it good don’t leave the audience empty handed<br />Make it easy to spread<br />Make it possible to comment<br />Never limit the access<br />
  26. 26. Potentialfor YFU<br />
  27. 27. Potentialfor YFU<br />
  28. 28. Potentialfor YFU<br />
  29. 29. Potentialfor YFU<br />
  30. 30. YFU on Facebook<br />Every YFU country should have a Fan (business) page on Facebook.<br />A fan page<br />Official page represents YFU in your country<br />Updates appear in newsfeed; allows for interactivity and gets people back to your page<br />Paid, targeted advertising opportunities<br />Customizable tabs, applications<br />Gives statistics on visitors and interaction<br />
  31. 31. Facebook Insights<br />
  32. 32. Facebook Insights<br />
  33. 33. Facebook Insights<br />
  34. 34. What’s Your Facebook?<br />While we’ve talked a lot about Facebook today, Facebook may not be where your students and families are. Research and find out where YFU should be in your country.<br />Research <br />Training <br />Listen<br />Participate<br />Engage<br />Evaluate<br />Repeat periodically: things change rapidly<br />
  35. 35. Suggestion to keep in mind…<br />Let go of ‘control’ – be open, provoke conversation and build community through vibrant (even controversial) opinions<br />Social Media audience expects personality – they want to be inspired & impressed.<br />They do not want rules – they do not want to be told how they can participate!!<br />
  36. 36. Final Thoughts – Have Fun!<br />Social media is a conversation, it is a way for YFU and our volunteers, families and students to share our stories, ask questions, get answers and more.<br />Know your target audience , know your purpose. Different sites may have different audiences/strategies. <br />Don’t be afraid; there is a lot of trial and error<br />Find your voice; ittakes time – developing the skill set of a good ‘community builder’ and social networker is learned thru trial and error!<br />Be real, responsive and engaged. <br />

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