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YouToo 2010 Social Media, United Way

Presentation from the 2010 YouToo Social Media Conference at Kent State University.

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YouToo 2010 Social Media, United Way

  1. 1. How To Add Friends and Influence Opinions
  2. 2. The new ‘ME’ generation <ul><li>We used to listen to the radio, and they decided what songs to play </li></ul><ul><li>Now, it’s MY music on my MP3 player </li></ul><ul><li>We used to buy a CD or record </li></ul><ul><li>Now, we only download the songs we want </li></ul><ul><li>We used to watch TV programs when the networks showed them </li></ul><ul><li>Now TiVo records them </li></ul>
  3. 3. Even letterman’s jackets
  4. 4. The Generations <ul><li>Baby Boomers – 1946-1964 </li></ul><ul><li>Generation X – 1965- 1979 </li></ul><ul><li>Generation Y – 1980- 1994 </li></ul><ul><li>Generation Z – 1995- now </li></ul>
  5. 5. What To Do With Social Media <ul><li>Is Social Media a Fad? </li></ul><ul><li>Or the biggest shift since the Industrial Revolution? </li></ul><ul><li>Well, as of this year, Gen Y’ers outnumber Baby Boomers </li></ul><ul><li>And 96% of Gen Y have joined a social network </li></ul><ul><li>48% of all Americans over age 12 have a Social Network profile </li></ul>
  6. 6. Why you ‘Auto’ be involved in Social Media <ul><li>25% of Ford’s marketing spend is on digital/social media </li></ul><ul><li>Ford is the ONLY U.S. auto company that didn’t take a government loan </li></ul><ul><li>Coincidence? </li></ul>
  7. 7. More Ford…. <ul><li>“ You can’t just say it. You have to get the people to say it to each other.” </li></ul><ul><ul><ul><ul><ul><li>James Farley </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>CMO, Ford </li></ul></ul></ul></ul></ul>
  8. 8. How they’re using it <ul><li>Ford reintroduced the Fiesta to the U.S. in 2010 </li></ul><ul><li>37% of Generation Y were aware of the new Ford Fiesta via social media before its launch in the U.S. </li></ul>
  9. 9. Ford Fiesta – Cutting Edge?
  10. 10. What’s it worth? <ul><li>“ When I’m asked about the ROI of social media, sometimes an appropriate response is, ‘what’s the ROI of your phone?’” </li></ul><ul><ul><ul><ul><ul><li>Erik Qualman </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>‘ Socialnomics ’ </li></ul></ul></ul></ul></ul>
  11. 11. Internet Fundraising <ul><li>We’re all striving to raise money online like… </li></ul><ul><li>Barack Obama, of course </li></ul><ul><li>The President has 5 million fans on social media </li></ul><ul><li>3 million online donors contributed $500 million to his 2008 campaign </li></ul><ul><li>92% of donations were in increments </li></ul><ul><li>of less than $100! </li></ul>
  12. 12. United Way’s social media model <ul><li>For UWSC, we have take it slowly toward this kind of fundraising </li></ul><ul><li>Our fundraising model is still largely based on the workplace campaign and payroll deduction </li></ul><ul><li>It worries us that someone might give to UW online, then decide not to give (a larger gift) when they get a pledge form at work. </li></ul>
  13. 13. What does this concept mean for UW? <ul><li>United Way’s model used to be you donated money to UW, and a committee of volunteers determined which agencies got the money </li></ul><ul><li>More and more of today’s donors want to designate their contributions to specific agencies </li></ul><ul><li>It’s also easier than it used to be for people to donate directly, so UW must bring other ‘value adds’ to the process </li></ul>
  14. 14. So, what do we do with Social Media? <ul><li>The best description I’ve heard of what non-profits can do with social media is the same thing all of us do with it… </li></ul><ul><li>Talk to our friends… </li></ul><ul><li>It’s a conversation, it’s not about shouting at your public </li></ul>
  15. 15. People’s perception of us… <ul><li>Are you communicating to your public in a way that the message you’re sending is the same as the message the audience is receiving? </li></ul><ul><li>It’s important to keep your audience in mind when you reach out to them </li></ul>
  16. 16. What do you see?
  17. 19. United Way’s rules of three
  18. 20. Education, Income & Health <ul><li>There are basic things that we all need for a good life : a quality education that leads to a stable job, income that can support a family through retirement, and good health. </li></ul><ul><li>Message Supports: </li></ul><ul><li>United Way is focused on the building blocks for a better life*: </li></ul><ul><ul><li>Education: Helping children and youth achieve their potential </li></ul></ul><ul><ul><li>Income: Promoting financial stability leading toward independence </li></ul></ul><ul><ul><li>Health: Improving people’s health </li></ul></ul>
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  25. 29. Five Rules of Social Media For Non-Profits (and everyone else)* <ul><li>1. Listen – Social Media is not about you. It’s about people’s relationships with you. Listen before you speak </li></ul>
  26. 30. Five Rules of Social Media For Non-Profits (and everyone else)* <ul><li>2. Get Involved – Social Media is about conversations and building relationships. It takes effort. </li></ul><ul><li>Don’t just talk about yourself. Ask questions, engage people and link. Most of all, be inspiring. </li></ul>
  27. 31. Five Rules of Social Media For Non-Profits (and everyone else)* <ul><li>3. Give up control – You can’t control the conversation. If you want people to spread your message, you have to trust them. </li></ul><ul><li>Listen, inspire, engage, let go. </li></ul>
  28. 32. Five Rules of Social Media For Non-Profits (and everyone else)* <ul><li>4. Be Honest – You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do. </li></ul>
  29. 33. Five Rules of Social Media For Non-Profits (and everyone else)* <ul><li>5. Think Long Term – Don’t expect immediate, easily measurable results. It takes time to build trust and make connections. </li></ul><ul><li>*From: Cheri Hegi </li></ul><ul><li>Creative Director </li></ul><ul><li>Primalmedia </li></ul>
  30. 34. 10 Metrics for tracking Social Media <ul><li>1. Website Traffic – does it increase as you build your Social Media presence? </li></ul><ul><li>2. Blog Traffic – You have a unique story to tell, please tell it. </li></ul><ul><li>3. E-mail newsletter subscribers – Invite your followers to receive your newsletter. Is that number growing? </li></ul><ul><li>4. Mobile Subscribers – You gotta ask. </li></ul>
  31. 35. 10 Metrics for tracking Social Media <ul><li>5. Online Donations – For many non-profits, this a great thing to ask for. </li></ul><ul><li>6. Volunteers – Are your fans and friends becoming volunteers and advocates? </li></ul><ul><li>7. Event Attendance – Reaching new people </li></ul><ul><li>8. Testimonials – Google Search? </li></ul><ul><li>9. Facebook/YouTube/Twitter comments and mentions </li></ul><ul><li>10. Fans, Followers, and Friends </li></ul>
  32. 36. Final Thoughts <ul><li>Make it both professional and personal </li></ul><ul><li>Always consider ‘what’s the worst that could happen’ if you post something </li></ul><ul><li>Remember, you’re always a representative of your organization </li></ul><ul><li>Have Fun! </li></ul>
  33. 37. Questions & Thank you!