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• We used to watch TV programs when the

networks showed them• Now TiVo records them

Even letterman’s jackets

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 FarleyCMO, 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.

Ford Fiesta – Cutting Edge?

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

What do you see?

United Way’s rules of three

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

www.facebook.com/unitedwayofsummitcounty

www.twitter.com/unitedwaysummit

www.youtube.com/uwsummit

www.unitedwayofsummitcounty.blogspot.com

www.hootsuite.com

www.ping.fm

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 HegiCreative 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!

Questions & Thank you!