1. Building Community in theDigital Marketplace Whats a Y to Do? See us in Booth 1000Making Dreams Fly

2. IntroductionSelling Salt Water TaffyY Camp staffAssociations: 32 yearsPR/Marketing: 40 years Communications audits forAYP and YMCA-DC Making Dreams Fly 3. USA Today, WednesdayMail 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 10,000,0009,250,0007,500,000 3x a week before 2025 5,000,0003,950,000 0 iPhonesiPads iPods Macs2 183% 1.5142%1 0.5 -20.0% 14.0%0-0.5 Making Dreams Fly 4. Todays TopicMaking Dreams Fly 5. Background Survey results. Use of Social Media What 1-3 items do you want to gettoday?Making Dreams Fly 6. Survey Says YMCA Use of Social Media PlatformsNot on HorizonHave DiscussedWorking on ItOperationalFacebook2x #2N = 161 Making Dreams Fly 7. Survey Says YMCA Use of Social Media Platforms80% 74%70%60%50% Operational40%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 Business62.9%Appsfortravel,restaurants,scores10.1%19.1%7.9%51.1% GoogleNewsAlerts8.8%13.9%26.3% 76.7%Flickr 8.5% 11.6% 3.1%37.7%YouTube23.8%31.1%7.4%51.4%Twitter11.6% 15.2% 21.7% 15.3%#1Facebook 9.9%32.8%42.0% 48.4% 19.0% Never Use LinkedIn27.8%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? Whats 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?Making Dreams Fly 10. Focus1. Fulfill mission2. Recruit program participants/members3. Generate funds (program or donors)Making Dreams Fly 11. MissionBut Making Dreams Fly 12. Youth DevelopmentY?Making Dreams Fly 13. Healthy LivingY?Making Dreams Fly 14. Personal Fitness Y? Making Dreams Fly 15. Swimming ClassesY!Making Dreams Fly 16. Todays ChallengeSource: 2011 DRAKECOSurvey of 837 associationmembersMaking Dreams Fly 17. Todays ChallengesFREQUENCY oflooking at yourassociationswebsite(s) Source: 2011 DRAKECONever Occasionally Several times a month Survey of 837 association membersMaking Dreams Fly 18. Your Prospects Are Here Are You? Making Dreams Fly 19. Platforms#1 Texting (with opt-in)#2 Facebook#3 YouTube#4 Twitter#5 Google+ (but gaining speed)Making Dreams Fly 20. Making Dreams Fly 21. Mobile Mania Making Dreams Fly 22. Making Dreams Fly 23. billionbillionCell Phone UsersComputer UsersMaking Dreams Fly 24. minutesMaking Dreams Fly 25. Texting Are you collecting cell numbers ofmembers? Donors? Others? Do you have process for them to opt-in to receive text messages? Making Dreams Fly 26. ChallengeMobile Mania#1 B Mobile15 moMaking Dreams Fly 27. ChallengeWhat consumers experience in their worldestablishes their expectations from you. Google Amazon Southwest AirlinesMay not be fair but its reality. Making Dreams Fly 28. Go tomobile.southwest.comMaking Dreams Fly 29. Making Dreams Fly 30. Social Media Delivery tool & much more Making Dreams Fly 31. Where Are Your Customers? LinkedIn Groups Yahoo!/LinkedIn Answers Google+ Niche Online Communities (Ning?) Twitter/Facebook StumbleUpon BusinessWeek Xchange Texting Making Dreams Fly 32. Blogging MicroRSSFeedsBloggingTraditionalPhotoMedia These are Sharingyour toolsText Video Alerts SharingSocialNetworkingPodcasts Hybrid Events Making Dreams Fly Source:UniversalMcCannCompaniesStudyonSocialMediaTrends(March2008) 33. How do we CONTROL our messages?Control?Youre kidding, Right?!1. Empower (& trust) your staff2. Create clear policies3. Convert members into advocatesMaking Dreams Fly 34. Reaching Goals Y is more than a building Put meaning behind & meat to Youth DevelopmentHealthy LivingSocial Responsibility Be THE resourceMaking Dreams Fly 35. Youth DevelopmentMaking Dreams Fly 36. Healthy LivingMaking Dreams Fly 37. Social Responsibility Making Dreams Fly 38. Making Dreams Fly 39. Social MediaLISTEN: Research ToolGoogle News AlertsTwitter SearchSlide ShareENGAGE: Branding & Member ToolSharing2-way communicationsFund-raisingMaking Dreams Fly 40. TheMaking Dreams Fly 41. Making Dreams Fly 42. Define Your Audience Who exactly are you targeting?Interest (swimming, child care, fitness, camp)AgeLocationTheir Internet Preferences/Patterns Where do they search for their interests? What do they think about you? Making Dreams Fly 43. Making Dreams Fly 44. ContentManagement Making Dreams Fly 45. 9 Steps to ContentMarketing StrategyMaking Dreams Fly 46. 9 Steps to Content Marketing1) The2) Define3) Know the MarketingYourInformational Goal AudienceNeeds6) Where Are 5) Where is4) The SecretYourthe Content?Sauce Customers?8) Develop 9) Execute7) Choose the the Content back toTactics Calendar ObjectiveMaking Dreams Fly 47. Listening1. Brand monitoring2. Finding relevant topics3. Finding relevant talkers Making Dreams Fly 48. Building Relationships1. Be yourself2. Tell your stories3. Find your social objects Making Dreams Fly 49. Where are your customers?HANGING OUT?Target the top 10 15 blogs or websites inyour nicheRead and get activestart commentingWhere else are your customers online?Be the LinkedIn/Yahoo! Answers expertMaking Dreams Fly 50. Where Are Your Customers? LinkedIn Groups Yahoo! / LinkedIn Answers Google Groups Niche Online Communities (Ning?) Twitter/Facebook StumbleUpon BusinessWeek Xchange Making Dreams Fly 51. Find Members Pain PointsKEYWORDANALYSISMaking Dreams Fly 52. Twitter Like a RiverSame Tweet 8x a Day Making Dreams Fly 53. 1-7-30-4-2-1 Plan1=Daily (Twitter, Blog)7=Weekly (eNewsletter)30=Monthly (Webinar)4=Quarterly (eBook, Magazine)2=Bi-Annually (User Event)1=Yearly (Large Research Project) Making Dreams Fly 54. Headline Tips Think about the Problem Focus on a Keyword Search (GoogleExternal Search) Numbers Rule Be VERY Specific Ways to Increase Your Health10 Steps to Healthy LivingMaking Dreams Fly 55. Great Headline! Making Dreams Fly 56. Making Dreams Fly 57. CEO To Dos1. Google your key words (from home)2. Dont get hung up start doing3. Strategy 1st then the tools4. Allocate resources ($ + people)5. Empower your people6. Create staff rock stars7. Consider structure8. Monitor resultsMaking Dreams Fly 58. CONTACT INFORMATIONSee us in Booth 1000Steve DrakePresident, Ownerdrake@drakeco.com16020 Swingley Ridge Road @stevedrakeSuite 300 @causeaholicChesterfield, MO 63017(636) 449-5050Making Dreams Fly