Union Plus Liaison Conference Presentation
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SOCIAL MEDIA OVERVIEW UNION PLUS LIAISON CONFERENCE DECEMBER 9, 2009
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Union Plus Liaison Conference presentation was created and presented by Scott Triana of Union Plus on December 9, 2009.
Transcript of Union Plus Liaison Conference Presentation
SOCIAL MEDIA OVERVIEW
UNION PLUS LIAISON CONFERENCE
DECEMBER 9, 2009
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 email 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
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 email opt-ins are on a social network
MySpace Facebook Twitter
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
What are you trying to accomplish?
Leads – new members
Awareness – union initiatives and campaigns
Conversions – take action
Engagement & community – surveys, contests, polling, etc.
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
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?
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?
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?
What is Twitter? A mini-blog – mini-messages called
“tweets” of140 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
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 http://ow.ly/tn08”
“Give union-made candy this Halloween. For a list of union-made treats go to http://ow.ly/vVEK”
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 http://ow.ly/tn08”
“Give union-made candy this Halloween. For a list of union-made treats go to http://ow.ly/vVEK”
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 http://ow.ly/tn08”
“Give union-made candy this Halloween. For a list of union-made treats go to http://ow.ly/vVEK”
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 http://ow.ly/tn08”
“Give union-made candy this Halloween. For a list of union-made treats go to http://ow.ly/vVEK”
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 http://ow.ly/tn08”
“Give union-made candy this Halloween. For a list of union-made treats go to http://ow.ly/vVEK”
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
Union Plus on Facebook
Comments from our AMAZING fans!
Facebook Fan Page email screenshot
Before Fan Page creation:
Integrate a predetermined campaign with the launch of your Facebook Fan Page. Union Plus Hardship Fund Campaign
SUCCESSFUL CAMPAIGNS
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!
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.
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
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!
Winning photos
Join Union Plus on these social media sites
www.facebook.com/unionpluswww.twitter.com/unionpluswww.myspace.com/unionplus
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