Social Media Analysis & Strategy

By: Nectaria Lovejoy

YMCA of Orange County Website

Introduction• Who:

– Orange County YMCA (main branch)• 5 locations within branch

• Services/Programs:– Youth: Swimming, Sports, Camp, Afterschool care, Education Leadership– Adult/ Family: Health & Wellness, Sports & Recreation, Family time, Adventure

Guides– Community: Community Service, Volunteer, Service Learning

• Why Social Media Argument? – Not Utilizing Social Media potential customer base– Gain potential donation patrons– Word of mouth outdated– Update themselves and site– Teens & young adults are majorly into internet advertisement through Social Media

Population in Orange County

SWOT AnalysisStrengths

- Great website that is not too:- wordy-vague

-Good color scheme-Widget = easy to donate

Weakness-No visible Social Media

Opportunity- Incorporate Social Media-Social Media = larger audience

Threat- Competition has Social Media-Neglecting Social Media= less potential customers from competition

- i.e. Boys & Girls Club & other YMCA’s not affiliated within Orange County Umbrella

Social Media Per Generation

Target Market

• Each program is diverse:– Swimming, Sports & Camp: • 9-14 years

– Afterschool program & Education Leadership:• 5-12 years

– Health, Wellness, Sports, Recreation, Family Time, Adventure Guides and Volunteer: • Entire Family Unit** Please note that the Orange County YMCA serves a very ethnically and socioeconomically diverse market.

Online GoalSocial Media Strategy

• Grab new participants• Retain old participants• Quick response• Branding• Solicit donations

Online Goals

• Create the following Social Media tools:– Wordpress– Twitter– Flickr– YouTube– LinkedIn– Facebook Profile including the following:• Fan Page• Group page

Analysis of Existing Website & Social Media Efforts

• No Social Media efforts on website• Suggest to have a full time Social Media

Strategist– implement Social Media into site

• No interaction between program participant & online forum– No opportunity to share reviews on site

Social Media Tools Strategy

• Implement widgets/ badges including– Facebook

• Most widely used especially by Target Market

– YouTube• Use as a promotional tool

– Wordpress• Fake blog

– Twitter• Consistently implementing “newness”

– Flickr• Connect it to Facebook and interlink

Analytics & Metrics• Wordpress

– subscribers• Twitter

– Followers/Retweets• YouTube

– Views, hits and comments• Facebook page

– Quantify how many people are seeing what your saying– Insights help you gather on demographics and psychographics of fan base– Get to know customer base– Networking with other “like minded” pages– Sharing services with other companies– Print media = no customer immediate response

Conclusion

• Implement a Successful Marketing Campaign– Integrate Social Media

• For Orange County YMCA– To embrace Social Media reap major benefits.– Ongoing Maintenance• Newness and awareness

• Discourse between client & corporation– Art of immediate response