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How To Add Friends and Influence Opinions. 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
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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
The Generations • Baby Boomers – 1946-1964 • Generation X – 1965- 1979 • Generation Y – 1980- 1994 • Generation Z – 1995- now
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
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?
More Ford…. • “You can’t just say it. You have to get the people to say it to each other.” James Farley CMO, Ford
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.
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’
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!
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.
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
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
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
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
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
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.
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.
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.
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 Hegi Creative Director Primalmedia
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.
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
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!