social media strategy at lance armstrong foundation naydo blackbaud webinar november 2009

Social Media at the Lance Armstrong FoundationSocial Media at the Lance Armstrong Foundation

November 4th, 2009

Blackbaud is proud to support NAYDO and the professional development of it’s membersdevelopment of it’s members

This session is underwritten by Blackbaud’s YMCA Team

Follow NAYDO on Twitter: @YMCA_NAYDO

Follow Blackbaud on Twitter: @Blackbaud

Housekeeping

• Attendees are encouraged to interact and ask questions

• Twitter @JT_on_DI

LiveMeeting chat• LiveMeeting chat

• Be aware of your background noise and hold music

• Presentation materials will be emailed to all attendees

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

• About Lance Armstrong Foundation

• Why LAF embraced Social Media

• The tools

• Most impactful outcomes

Agenda

• Key learnings

• 5 steps to get started at your YMCA

Baseline Definition of Social Media:

• In simple terms: using online technology to foster communications, relationship building, networking, support groups, recruitment, retention, etc

Definitions

• Social media changes the dynamic of marketing & communications from ‘one to many’ to ‘many to many’

• Common tools: YouTube, Facebook, Twitter, Flickr, LinkedIn, MySpace

LANCE ARMSTRONG FOUNDATION

• 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

LANCE ARMSTRONG FOUNDATION

• Our mission: To inspire and empower people

affected by cancer

• Unity is strength. Knowledge is power.

Attitude is everything. LIVESTRONG

Why LAF embraced Social Media

Why LAF embraced Social Media

• 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

Why LAF embraced Social Media

rooted in community building

• It’s a low cost & convenient way to communicate with a very broad (or very narrow) audience

The Tools

The Tools

The Tools used by LAF

The LAF Blog (http://livestrongblog.org/)

The Tools used by LAF

Facebook (www.facebook.com/livestrong#)

The Tools used by LAF

Twitter (www.twitter.com/livestrong)

The Tools used by LAF

Delicious (http://delicious.com/laf_livestrong)

The Tools used by LAF

YouTube (www.youtube.com/livestrongarmy)

The Tools used by LAF

Flickr (www.flickr.com)

The Tools used by LAF

Outcomes

Outcomes

• Facebook: 671,000 fans

• Twitter:

– Foundation: 45,000 followers - @LIVESTRONG

– Doug (CEO): 807,330 followers - @LIVESTRONGCeo

– Lance: 2,148,274 followers - @lancearmstrong

By the Numbers

• YouTube: 9,921 subscribers

• Blog: 1833 subscribers

1. Relationship building –

– social media and online engagement significantly accelerates LAF’s

ability to build relationships

2. Extended community building –

Most impactful outcomes

– 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.

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.

Key learnings

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.

If you only take two things from this session:

– Be authentic, not corporate, in your online

interactions

– Tie your SM initiatives together each channel

Key learnings

– Tie your SM initiatives together each channel

naturally feeds the others

– Don’t be scared…give it a try

How to get started with Social Media at Your YMCA

How to get started with Social Media at Your YMCA

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

How to get started

Make success someone’s job– Or at least, part of someone’s job

– Treat social media like your other communication channels

3. Start actively listening

– Listen to your peers & to your community

– What is your current social media footprint?

How to get started

– Simple/free monitoring tools:

• Google.com/alerts

• Search.twitter.com

• Technorati.com

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

How to get started

– Access to 200 million users in minutes

• Create a Twitter ® account

– Creates a voice in the micro-blogging world

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.

How to get started

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!

• Brooke McMillan - Online Community Evangelist for the

Lance Armstrong Foundation

@livestrong

QUESTIONS…ANSWERS…YOUR OWN EXPEREINCES?

Questions/Follow Up

• Frank Barry – Director of Professional Services, Blackbaud

Internet Solutions Division

@franwaa

• www.netwitsthinktank.com

Blackbaud is proud to support NAYDO and the professional development of it’s membersdevelopment of it’s members

This session is underwritten by Blackbaud’s YMCA Team