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

1. Social Media at the Lance Armstrong Foundation
November 4th, 2009

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. 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. 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. • 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. 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. LANCE ARMSTRONG FOUNDATION

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. Why LAF embraced Social Media
Why LAF embraced Social Media

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. The Tools
The Tools

12. The Tools used by LAF

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

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

15. Twitter (www.twitter.com/livestrong)
The Tools used by LAF

16. Delicious (http://delicious.com/laf_livestrong)
The Tools used by LAF

17. YouTube (www.youtube.com/livestrongarmy)
The Tools used by LAF

18. Flickr (www.flickr.com)
The Tools used by LAF

19. Outcomes
Outcomes

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. 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. 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. 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. How to get started with Social Media at Your YMCA
How to get started with Social Media at Your YMCA

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. 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. 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. 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. 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

31. Blackbaud is proud to support NAYDO and the professional
development of it’s members
This session is underwritten by
Blackbaud’s YMCA Team