The document proposes a social media strategy for the Orange County YMCA to utilize platforms like Facebook, Twitter, YouTube, and WordPress to promote its programs, services, and fundraising efforts. It notes the YMCA currently lacks an online presence and recommends designating a social media strategist to implement these tools to reach more potential customers, especially teens and young adults, and to better interact with and retain current participants. Metrics like followers, views, and insights would allow the YMCA to track engagement and understand its audience. An integrated social media presence could help the organization embrace new technologies and reap major benefits.

1. Social Media Analysis & Strategy By: Nectaria Lovejoy

2. YMCA of Orange County Website

3. Introduction Who: Orange County YMCA (main branch) 5 locations within branch Services/Programs: Youth: Swimming, Sports, Camp, Afterschool care, Education Leadership Adult/ Family: Health & Wellness, Sports & Recreation, Family time, Adventure Guides Community: Community Service, Volunteer, Service Learning Why Social Media Argument? Not Utilizing Social Media potential customer base Gain potential donation patrons Word of mouth outdated Update themselves and site Teens & young adults are majorly into internet advertisement through Social Media

4. Population in Orange County

5. SWOT Analysis Strengths - Great website that is not too: - wordy -vague -Good color scheme -Widget = easy to donate Weakness -No visible Social Media Opportunity - Incorporate Social Media -Social Media = larger audience Threat - Competition has Social Media -Neglecting Social Media= less potential customers from competition - i.e. Boys & Girls Club & other YMCA’s not affiliated within Orange County Umbrella

6. Social Media Per Generation

7. Target Market Each program is diverse: Swimming, Sports & Camp: 9-14 years Afterschool program & Education Leadership: 5-12 years Health, Wellness, Sports, Recreation, Family Time, Adventure Guides and Volunteer: Entire Family Unit ** Please note that the Orange County YMCA serves a very ethnically and socioeconomically diverse market.

8. Online GoalSocial Media Strategy Grab new participants Retain old participants Quick response Branding Solicit donations

9. Online Goals Create the following Social Media tools: Wordpress Twitter Flickr YouTube LinkedIn Facebook Profile including the following: Fan Page Group page

10. Analysis of Existing Website & Social Media Efforts No Social Media efforts on website Suggest to have a full time Social Media Strategist implement Social Media into site No interaction between program participant & online forum No opportunity to share reviews on site

11. Social Media Tools Strategy Implement widgets/ badges including Facebook Most widely used especially by Target Market YouTube Use as a promotional tool Wordpress Fake blog Twitter Consistently implementing “newness” Flickr Connect it to Facebook and interlink

12. Analytics & Metrics Wordpress subscribers Twitter Followers/Retweets YouTube Views, hits and comments Facebook page Quantify how many people are seeing what your saying Insights help you gather on demographics and psychographics of fan base Get to know customer base Networking with other “like minded” pages Sharing services with other companies Print media = no customer immediate response

13. Conclusion Implement a Successful Marketing Campaign Integrate Social Media For Orange County YMCA To embrace Social Media reap major benefits. Ongoing Maintenance Newness and awareness Discourse between client & corporation Art of immediate response