ymca marketing & it keynote
DESCRIPTION
Jason Falls's opening keynote from the 2011 YMCA Marketing and IT Conference. Kansas City, Mo.TRANSCRIPT
October 3, 2011Kansas City, Mo.
Y-SOCIALThe New Era of Marketing
for YMCAs
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People are Running From This
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They Want This
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Where is it taking us?
It’s Not About Technology
Social Networks are made of people, not organizations.
Communications there is personal.
iSotckphoto
What does that mean?
social media explorer | AcuSport Dealer Show
How Do We Do Market?
•Purposefully avoid pitching
•Illustrate your expertise, not your catalog
•Over share that of others
•Designate a channel for buyers only
•Offer to inform or help “if they’re interested”
•Be confident that you offer value
•Make the conversation about them
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We Must Build Trust
social media explorer | AcuSport Dealer Show
But don’t forget ...
When you add the word
“marketing”
to the phrase
“social media”
you’re talking about business!
social media explorer | AcuSport Dealer Show
What Social Media Can Do
•Improve branding and awareness
•Protect and improve reputation
•Extend public relations
•Build community or advocacy
•Increase customer satisfaction
•Harvest research & development
•Drive sales or leads
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What does this mean for the Y?
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Produce Great Content
social media explorer | AcuSport Dealer Show
How Do I Do It?
• Define who you want to reach
• Define why you want to reach
them
• Define what you’ll say
• Define how you’ll reach them
social media explorer | AcuSport Dealer Show
What You Can Do
• Learn what the tools/platforms can do
• Research what your target audiences are doing online
• Develop ways to add value to that online experience
• Present clear calls-to-action that drive your business metrics
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What about ROI?
social media explorer | AcuSport Dealer Show
What Social Media Can Do
•Improve branding and awareness
•Protect and improve reputation
•Extend public relations
•Build community or advocacy
•Increase customer satisfaction
•Harvest research & development
•Drive sales or leads
social media explorer | AcuSport Dealer Show
Better Question:
WhatdoIgetinreturn?
CustomerSa,sfac,onScores
HigherSearchEngineResultsNewProductIdeas
LowerCost‐PerLead
LowerCallCenterCosts
MoreOnlineMediaCoverage
MoreSubscribersHigherQ‐Scores
FasterResponseTimesWebsiteTraffic
HigherReten,onRate
social media explorer | AcuSport Dealer Show
My challenge to you ...
Become a content and
engagement resource to
your audience online ...
As you are a physical and
programming one offline.
social media explorer | AcuSport Dealer Show
Thank You!
ENGAGE
SocialMediaExplorer.com
LEARN
ExploringSocialMedia.com
READ
NoBullshitSocialMedia.com