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SOCIAL MEDIA OVERVIEW UNION PLUS LIAISON CONFERENCE DECEMBER 9, 2009.

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Presentation on theme: "SOCIAL MEDIA OVERVIEW UNION PLUS LIAISON CONFERENCE DECEMBER 9, 2009."— Presentation transcript:

1 SOCIAL MEDIA OVERVIEW UNION PLUS LIAISON CONFERENCE DECEMBER 9, 2009

2 What is social media and why use it?  SOCIAL MEDIA - A category of sites based on user participation and user-generated content  Social media usage is growing at a faster rate than usage  84.3% of US Internet users rely on Web more than TV to get current news and information (Via Razorfish FEED study) Wall Street Journal, Oct. 12, 2009

3 Results of Union Plus online survey  According to 850 participants, union members use:  Facebook – 43%  YouTube – 27%  MySpace – 23%  Twitter – 12% Other research:  50% of Union Plus opt-ins are on a social network MySpace Facebook Twitter

4 Examples of social media sites  Networking & gaming - e.g. Come2Play, Facebook, LinkedIn. MySpace  Blogs & mini-blog sites - e.g. Twitter with 27 million, where the influentials are; Act.ly (Twitter petitions)  Media-sharing sites - e.g. YouTube, TubeMogul (Video), Flickr (photos)  Bookmarking & news - e.g. Digg, Delicious  Rating & reviews - e.g. Yelp  Social knowledge - e.g. Wikipedia

5 What are you trying to accomplish?  Leads – new members  Awareness – union initiatives and campaigns  Conversions – take action  Engagement & community – surveys, contests, polling, etc.

6 Why social media?  Existing audience  Build relationships with members/prospects  Tap into word-of-mouth  Reach a new audience  Create, collect and share union member stories

7 Other important questions  Are you prepared to let go of brand control, at least a little?  How will you encourage participation?  And do you have the resources to do it?  Who will maintain your social media presence?

8 Other important questions  How does social media integrate into your overall communications strategy?  Where are your members? What are they most interested in?  What are other local and national unions doing?

9 Other important questions  How will you measure success? What constitutes failure?  Views, followers, comments, subscribers, click- throughs, referrers, actions taken  What happens if you don’t achieve success?  How will you manage resource allocation?

10 TWITTER

11 Twitter What is Twitter?  A mini-blog – mini-messages called “tweets” of 140 characters or less.  accessible on any cell-phone  In October 2009, users sent 26 million tweets daily, up from 2.4 million tweets in January 2009

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13 Successful Union Plus tweets  Timely & relevant topics  Practical information  How to support the labor movement in everyday life “Side-by-side comparison of major health care reform proposals “Give union-made candy this Halloween. For a list of union- made treats go to

14 FACEBOOK

15 Facebook  Number one social networking site with more than 300 million active users  The fastest growing demographic: 35 and older  Many women users  Average user has 130 friends on the site  More than 45 million status updates daily

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18 Union Plus on Facebook

19 Comments from our AMAZING fans!

20 Facebook Fan Page screenshot

21 Before Fan Page creation:  Integrate a predetermined campaign with the launch of your Facebook Fan Page.  Union Plus Hardship Fund Campaign

22 SUCCESSFUL CAMPAIGNS

23 Union Plus hardship fundraising effort  $100 donated to the Union Plus Hardship Fund for every new fan  Goal: 1,000 new fans and raise $100,000 in three months  Reached goal in only three WEEKS!

24 Why was this campaign successful?  Solidarity – helping fellow members  Regular progress updates  Union members reposted updates on Facebook and Twitter – went viral  After the goal was reached, members and fans continued to spread the word  Additional 1,000 new fans over the next three weeks.

25 Union Plus Pet Photo Contest  Union members submitted pet photos  Union members voted for the cutest pet photo  Winner received one year Pet Savings subscription & professional photo of their pet  Contest stats:  624 entries  327 comments  9,419 votes

26 Why was this contest successful?  Promoted contest using both traditional and social media platforms  Participants promoted their photos on their Facebook and Twitter pages  Universal appeal - people love pets!

27 Winning photos

28 Join Union Plus on these social media sites


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