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