The document provides information about using social media to build community and achieve organizational goals. It discusses survey results on social media use by YMCAs and preferences of members. Key recommendations include focusing social media use on the organization's mission, using top platforms like Facebook, YouTube and Twitter to recruit and fundraise, and developing a content marketing strategy tailored to defined audiences.

1. Building Community in the
Digital Marketplace …
What’s a Y to Do?
See us in Booth 1000
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2. Introduction
Selling Salt Water Taffy
Y Camp staff
Associations: 32 years
PR/Marketing: 40 years
 Communications audits for
AYP and YMCA-DC
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3. USA Today, Wednesday
Mail 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
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4. Today’s Topic
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5. Background
• Survey results.
• Use of Social Media
• What 1-3 items do you want to get
today?
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6. Survey Says …
YMCA Use of Social Media Platforms
Not on Horizon
Have Discussed
Working on It
Operational
Facebook
2x #2
N = 161 Making Dreams Fly ®

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. 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. 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?
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10. Focus
1. Fulfill mission
2. Recruit program participants/members
3. Generate funds (program or donors)
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11. Mission
But …
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12. Youth Development
Y?
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13. Healthy Living
Y?
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14. Personal Fitness
Y?
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15. Swimming Classes
Y!
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16. Today’s Challenge
Source: 2011 DRAKECO
Survey of 837 association
members
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17. Today’s Challenges
FREQUENCY of
looking at your
association’s
website(s)
Source: 2011 DRAKECO
Never Occasionally Several times a month
Survey of 837 association
members
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18. Your Prospects Are Here
Are You?
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19. Platforms
#1 Texting (with opt-in)
#2 Facebook
#3 YouTube
#4 Twitter
#5 Google+ (but gaining speed)
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20. Making Dreams Fly ®

21. Mobile Mania
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22. Making Dreams Fly ®

23. billion
billion
Cell Phone Users Computer Users
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24. minutes
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25. Texting
• Are you collecting cell numbers of
members? Donors? Others?
• Do you have process for them to “opt-
in” to receive text messages?
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26. Challenge
Mobile Mania
#1
B Mobile
15 mo
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27. Challenge
What consumers experience in their world
establishes their expectations from you.
• Google
• Amazon
• Southwest Airlines
May not be fair but it’s reality.
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28. Go to
mobile.southwest.com
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29. Making Dreams Fly ®

30. Social Media
Delivery tool & much more
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31. Where Are Your Customers?
• LinkedIn Groups
• Yahoo!/LinkedIn Answers
• Google+
• Niche Online Communities (Ning?)
• Twitter/Facebook
• StumbleUpon
• BusinessWeek Xchange
• Texting
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32. Blogging
Micro
RSS Feeds
Blogging
Traditional Photo
Media These are Sharing
your tools
Text Video
Alerts Sharing
Social
Networking Podcasts
Hybrid
Events
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Source: Universal McCann Companies Study on Social Media Trends (March 2008)

33. How do we CONTROL our messages?
“Control?
You’re kidding,
Right?!”
1. Empower (& trust) your staff
2. Create clear policies
3. Convert members into advocates
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34. Reaching Goals
• Y is more than a building
• Put meaning behind & meat to …
Youth Development
Healthy Living
Social Responsibility
• Be THE resource
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35. Youth Development
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36. Healthy Living
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37. Social Responsibility
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38. Making Dreams Fly ®

39. Social Media
LISTEN: Research Tool
Google News Alerts
Twitter Search
Slide Share
ENGAGE: Branding & Member Tool
Sharing
2-way communications
Fund-raising
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40. The
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41. Making Dreams Fly ®

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?
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43. Making Dreams Fly ®

44. Content
Management
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45. 9 Steps to
Content
Marketing
Strategy
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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
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47. Listening
1. Brand monitoring
2. Finding relevant topics
3. Finding relevant talkers
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48. Building Relationships
1. Be yourself
2. Tell your stories
3. Find your social objects
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49. Where are your customers?
HANGING OUT?
Target the top 10 – 15 blogs or websites in
your niche
Read and get active…start commenting
Where else are your customers online?
Be the LinkedIn/Yahoo! Answers expert
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50. Where Are Your Customers?
• LinkedIn Groups
• Yahoo! / LinkedIn Answers
• Google Groups
• Niche Online Communities (Ning?)
• Twitter/Facebook
• StumbleUpon
• BusinessWeek Xchange
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51. Find Members’ Pain Points
KEYWORD
ANALYSIS
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52. Twitter Like a River
Same Tweet 8x a Day
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53. 1-7-30-4-2-1 Plan
1=Daily (Twitter, Blog)
7=Weekly (eNewsletter)
30=Monthly (Webinar)
4=Quarterly (eBook, Magazine)
2=Bi-Annually (User Event)
1=Yearly (Large Research Project)
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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
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55. Great Headline!
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56. Making Dreams Fly ®

57. CEO “To Dos”
1. Google your key words (from home)
2. Don’t get hung up … start doing
3. Strategy 1st … then the tools
4. Allocate resources ($ + people)
5. Empower your people
6. Create staff “rock stars”
7. Consider structure
8. Monitor results
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58. CONTACT INFORMATION
See us in Booth 1000
Steve Drake
President, Owner drake@drakeco.com
16020 Swingley Ridge Road @stevedrake
Suite 300 @causeaholic
Chesterfield, MO 63017
(636) 449-5050
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