Social Media Presentation National BGC Conference

1. Social Media
Trends & Concerns

2. Social Media

4. Social Media
• As online demographics shift to include a wider public, social
media has become the perfect way to engage a broad group of people.
• With millions of active users online at any given moment,
Your Club is missing a huge audience if it isn’t utilizing social
media platforms to generate awareness.

5. Social Media Risk and Concerns
The Nieman Foundation at Harvard University has published an article written
by Amy Webb, the head of the digital ideas and strategy agency Webb media
Group, weighing in with predictions for the big tech trends of 2012.
•Webb offers an entire sub-section to privacy concerns, noting that Americans
are uploading millions of photos every day to social networks.
•She comments that, “In the process we’re attaching rich data along with
them: who’s in the photo, where the photo was taken, even what equipment
was used.
•Combined with social check-in services, which continually show our physical
locations and who we’re with, a number of clever search tools have emerged
that can effortlessly divulge a person’s name, age, and interests simply by
snapping a photo of his or her face.”

6. Social Media Risk and Concerns
•Webb also points out the varying privacy expectations among different
generations. She notes that while older users have expressed concerns about
their privacy, younger people typically are more willing to share everything
with everyone.
•Webb adds that “Facebook continues to change its terms of service often, but
most users aren’t aware of what personal information is being shared with the
outside world. What — if anything — to do about our digital privacy will be an
ongoing discussion throughout the next year.”

7. Great Tool for Law enforcement and HR
•LOS ANGELES — When a gang member was released from jail soon after his arrest for selling
methamphetamine, friends and associates assumed he had cut a deal with authorities and
become a police informant.
•Gangs commonly use Facebook to communicate and boast about criminal activity. While this
helps gang members share information, law enforcement officials have begun to use it to their
advantage. For example, they may create a fake profile to “friend” gang members to gain access
to criminal communications and learn about illegal activities before they occur .

10. Social Media as an HR Tool
• Monster.com article:
How Employers Can Harness the Power of Social Media
• By fostering an online dialogue, you can also screen candidates and
hone in on the best fits.
• Job seekers are more than eager to engage with companies within
the social realm. If you’re skeptical, consider this: according to
Nielsen’s Q3 2011 Social Media Report, 53 percent of social media
users currently follow a brand.

13. Social Media Risk and Concerns
•Survey Says: 7.5 Million Kids on Facebook Are at Risk
Read more: http://www.foxnews.com/scitech/2011/05/10/survey-says-75-million-kids-facebook-risk/#ixzz1lXT2Mjeh
•As many as 7.5 million kids under the age of 13 are using the Facebook
service, despite the company's official prohibition -- 5 million under the age of
10.
•For minors who lack the experience or judgment to use a social network, this
raises the scary potential of sexual predators tracking down kids who reveal
their age in an online chat, cyberbullying and more.
•Social media expert Dr. Marcella Wilson of Wilson Consulting told
FoxNews.com that parents should better monitor their child’s Internet access
overall. She advises creating a contract between parent and child about how
the Internet will be used.

14. Social Media Risk and Concerns
•Bob Gaines, a consultant with security firm AllCovered.com, said parents and
kids should follow basic Facebook protocol.
•Avoid stating your location or saying you are home alone; in your profile, do
not reveal your exact age; and of course, make sure you know your child’s
username and password.
•Club’s should follow the same procedures and monitor activity carefully.
•Club’s should develop a comprehensive Internet /Social Media Policy for
staff and members.
•Utilize anti-virus programs, history checks, and most of all have staff
monitoring activity and leading discussions at all times.

15. Social Media Risk and Concerns
Protecting the Brand
•Social media venues allow users to speak directly about what the brand
means to them. This means that on occasion, you may experience harsh or
inappropriate comments on a social media site. You should be committed to:
•Patrolling social media sites for unfavorable mentions of our Boys & Girls Club,
alerting necessary individuals as needed;
•Allowing certain controversial comments to remain posted on sites, but
addressing concerns immediately and allowing the community to do the same;
and
•Removing postings/pictures/comments that may be deemed harmful to a
youth, staff person, the Boys & Girls Club brand, etc.

16. Social Media
• Social media should not take over your marketing
efforts; they should be one part of the many vehicles
for communication and awareness.
• From tweeting about a fundraising event to hosting a
weekly blog on your web site, getting involved in new
media will increase traffic to your web site, generate
awareness in the community and reach more people
than ever before.

17. Some of the key marketing benefits of social media
include:
•Cost efficiency – social media are relatively inexpensive to set up and maintain. Many social
utility sites are free.
•Timeliness – while it can take weeks to develop a print piece announcing
important news, social media can be live and posted to the public in a matter of
hours.
•Viral – social media marketing, when done correctly, can have a snowball
effect. If one person loves your latest It Just Takes One video, they are likely to
share that video with several of their closest friends, who in turn may be inspired
to share it with others. The possibilities are endless.

18. Much like setting up a marketing plan,
creating a social site for your Club
is easy. Use the following basic steps as a
general guide:
• Identify your audience and goals.
• Create a communications strategy and detailed plan (with
policies, procedures and what-ifs.)
• Set up your page/site/account.
• Invite your core supporters/conversation starters to visit.
• Get the word out; Use all of your resources to market your
social networks to the right audience.
• Manage, update, alert and repeat.

19. Social Media
• I love when I see friends and co-workers
hopping aboard and starting to embrace
social media as a regular part of their work or
personal lives.
• Because many people are still learning, some
insider tips are helpful and crucial to their
effectiveness on their social media channels.
Here are a few tips to help get started.

21. Getting started
Facebook
•Facebook is a social networking site with millions of active users. This
site lets users become a fan of the Boys & Girls Club’s Fan or Cause
pages.
•Users can comment on postings, post their own stories about the Club,
share photos, videos and encourage others to support the cause via
Facebook e-mails and applications.

22. Facebook
1. A fan page is for your company Facebook page; a profile page is for
your personal page. Remember the difference, or Facebook will shut
your page down. That would be a major “fail.”
2. Use the real estate available to you: Put up a great profile pic, have a
bio, and add links to your other sites.
3. Add pictures. Pictures enable people to see what your brand is about
and realize it’s more than just a “logo.” Upload pictures from events,
conferences, demos, and just the regular everyday awesomeness in your
office.
4. Be human! Don’t just post, post, post. No one wants to hear all about
you, all the time. Ask questions, reply, and talk as you would in everyday
life.

23. Facebook
5. Share other people’s posts. Engage and demonstrate that you value
content and opinions from others, too.
6. Connect your platforms. Did you write a blog post? Have it
automatically post on your Facebook page so others can have access to
it easily and quickly.
7. Have contests or other exciting giveaways or events, which encourage
both online and offline participation with your brand via Facebook.
8. Update regularly, not occasionally. Fans grow accustomed to the
regularity of posts; they will fall off your loyal fan wagon if you don’t
keep up.

24. Facebook
9. Use Facebook Insights to monitor your success with your fans and to
see why and when your fans’ activity increases or decreases. It’s helpful
for future campaigns and promotions.
10. Be relevant. Post content that provides value to your target
audience, but also add some fun stuff, too. The 80/20 rule is a great way
to start out: That’s 80 percent relevant content, 20 percent fun stuff.

32. Twitter
• Twitter is a micro-blogging service with short bursts of
communication in 140 characters or less. Twitter allows users to
follow others, personal or branded, as well as share their thoughts,
feelings and observations throughout the day.
• Boys & Girls Clubs can show affiliation with
sponsors/partners/celebrity alumni, as well as other Clubs and like-
minded service organizations using this network.
• Twitter operates off relevant news or fact-based information

33. Twitter

35. Twitter
1. Get a Twitter handle as simple and close to the name of you or your brand as
possible. Refrain from names like Tommy9373, because no one will remember it.
2. Again, use your real estate wisely. Have a relevant 140-character bio that
catches the eye of your target audience; use a great picture for your profile, and
because some people use Twitter.com versus Hootsuite, Tweetdeck, etc., make
sure your Twitter background is up to par as well.
3. Be polite. Don’t just blast out information. Twitter is a place for all of us to
share, listen, chat together, and engage with one another. Remember: The words
“please” and “thank you” are just as welcome in this space.
4. Listen first; talk second. Set up columns in your Twitter apps, such as
Tweetdeck or Hootsuite, to listen to your target audience easier and better. For
example, have separate columns for clients, prospects, competition, etc.

36. Twitter
5. Use hashtags # for events, conferences, products, etc., to promote more and listen
better to the things people are saying about your brand, product, event, and so on.
6. Retweet other people’s updates. It’s not all about your own content and opinion.
7. Give credit where credit is due when curating other people’s content.
8. Use a link shortener. It’s there to help you say more in this 140-character world.
9. Share links, photos, videos, and more. Don’t limit yourself to articles and blog posts.
10. Follow back! Don’t be too cool to follow, because on Twitter we’re all a little nerdy.

37. Twitter
Lululemon is a great example of a brand that knows how to retweet, ask
questions, engage, and truly show its followers that it cares about each of them
and what they have to say.

38. Flickr
•Flickr is a photo and video sharing service. This site allows users to
create albums of photos, comment on others’ photos, assign photos to
maps and create/join groups of like-minded individuals.
•BGCA’s Flickr page and group supports marketing and resource
development initiatives including BE GREAT, Day for Kids and other
event-driven initiatives.

39. Blogging
1. Create a strategy for the content you would like to cover in your blog. Focus on your
marketing strategy and the value you would like to provide your target audience. This will
help you avoid many of the common blogging mistakes.
2. Have an editorial calendar to keep track of topics, bloggers, and deadlines.
3. Invite guest bloggers to write posts. They will add some spice to your regular content.
4. Post regularly or people forget you have a blog.
5. Make sure your “share” buttons are easily visible so people can tweet, share, and like your
posts.
6. Put the “subscribe” buttons in a place where they won’t get lost. That way people can click
and subscribe quickly and easily.

40. YouTube
•YouTube is a video hosting and sharing service that operates as the
world’s most popular video sharing site. YouTube allows users to upload
video, comment on other videos and embed videos on other Web sites.
This site allows users to subscribe to the your Club channel for updates,
as well as share favorite videos with friends through e-mail, Web sites or
other social networking services.
•YouTube is a great way to assist in making the Boys & Girls Club’s
message viral.
•Check out youtube.com/user/give
A non-profit channel where charities upload videos and earn 60% of the
Advertising revenue when you watch!

41. • If you are a video creator, or you enjoy multimedia creations, then check
out the benefits of using Youtube.
• Youtube is a website designed to allow users from all over the world to post
video creations of themselves, and things that they have recorded.
• In order to get started with Youtube you can either watch videos as a guest,
or if you are looking to upload, create an account. The account creation
process is very simple and you can have videos uploaded in a matter of
minutes.The user friendly software of Youtube allows you to create a name
and edit various videos to your liking.

42. Blogging
7. Allow people to comment on your posts. Monitor them closely if you want to approve the
comments before they’re made public.
8. Including headings, subheadings, and list posts capture people’s attention. They’re easier
to read than long paragraph after long paragraph.
9. Add visual stimulation with videos, embeds, pictures, graphs, and the like.
10. Show off your voice. Make it yours. Don’t be afraid to add a little pizzazz!
The Purse Blog is unique and visually stimulating with its pictures and posts.

44. Newsletters
Much like your website:
•It should look professional and be well written.
•Promote a professional atmosphere for your Club.
•Reach a re diverse audience
•Don't neglect the power your Newsletter can have over your Club's identity.
•Have a way to link to your website
•Link to your Facebook and twitter accounts
•Most import accept DONATIONS!

51. Websites
• When your website looks professional, it
creates a professional atmosphere for your
Club. Don't neglect the power your website
can have over your Club's identity.
Before developing a website, ask yourself
the following questions:

52. Websites
• After you have established a top navigation, decide what
information will be housed on each page, while avoiding
burying information too deep in the site.
• Writing for the Web: Writing for the web is different from
writing for other media, because people scan a web page,
picking out individual words and sentences, rather than read
word for word as they would with a printed document.
• For this reason, content must be kept concise.

53. Websites
• Who are the primary and secondary audiences? (Parents,
donors, community leaders, etc.)
• What is the objective of the site? (To increase membership,
donations, keep parents informed?) This should be in line
with your organization's overall goals.
• What resources (money and/or personnel) are available to
create and maintain this site?
• Once you have answered these critical questions, you can
begin building your site's infrastructure or sitemap. Then try
to lay it out in a logical manner, making sure that
information is quickly accessible and not buried deep in the
site.

54. Websites
Remember to:
•Keep sentences short and state the facts.
•Limit page scrolling. Try to keep your pages short, with the most important
Information staying "above the fold" (the length of an average scrollbar).
•Use bulleted lists to make page scanning easier.
•Hyperlink to the appropriate document.
•Try to have hyperlinks that lead away from your website open in a new
window; you don’t want to lose your visitor by sending them off to another
website.
•Post photos and graphics in a low resolution format for easy viewing.
•Secure photo releases for all youth images.
•Keep content relevant and current.

59. Does it work…is it effective?
Well, think about this……
•Cancer societyKomen reverses decision to deny funding to Planned
Parenthood
•After three days of criticism from politicians and other nonprofits, the breast
cancer foundation Susan G. Komen for the Cure says it will reinstate funding
to Planned Parenthood.
•February 03, 2012|By Amina Khan, Los Angeles Times
•After three days of tumult, the breast cancer foundation Susan G. Komen for the Cure
announced it had reversed its decision to deny further grants to Planned Parenthood
Federation of America for breast-health services.
The decision follows an outpouring of criticism from politicians and other
nonprofit organizations, as well as strong public reaction via Twitter, Facebook and
other social media.

60. Does it work…is it effective?
Remember this?
In scrapping fee, BofA hears social media's voice
#loudandclear
Bank of America has dropped its planned $5 monthly debit card fee in a reversal of its
announcement that attracted a maelstrom of customer anger.
One of them was Molly Katchpole. The 22- year-old Washington D.C. resident launched
an online petition calling on Bank of America to repeal it's $5 monthly debit fee.
Signatures came pouring in. Within a week she had 100,000 signatures, and a month
after starting it, the website petition boasted 300,000 signatures

61. Does it work…is it effective?
And finally….We all learned the power of Social
media here.

62. Q: What is the 2012 objective?

63. (Not 5,000,000 fans on Twitter)

64. A: Re-election.

65. Main non-financial objective(s)
Get re-elected in 2012

66. Q: What is my most important resource?

67. A: Campaign funding. (It enables everything.*)
* Understand your business and
its mechanics. If you don’t, you
are flying blind.

68. Q: How does Social Media fit in?

69. A: Above all else, it yields campaign contributions.

70. Can we increase the frequency of contributions?

71. Can we increase the frequency of contributions?
YES.
Increase frequency of interactions
Ask more often
Update swag more often
Repeat message more often
Engage more often
SM is more cost effective than paid media

72. To specifically drive
Main non-financial objective(s)

73. Can we increase our reach?

74. Second largest search engine in the world, only to Google
 Millions of people are content publishers now.
800 MILLION users
Facebook has over
Twitter now has over 100 MILLION registered users.
55,000,000 tweets per day.
37% of users tweet from their phones. Don’t forget…
All talking to each other all day long.

75. Questions? Ask away!
Keith Blanchard
(352)-372-5342
keith@myboysandgirlsclub.com
@bgcalachua (on twitter)