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 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

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 email 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

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 http://ow.ly/tn08”http://ow.ly/tn08 “Give union-made candy this Halloween. For a list of union- made treats go to http://ow.ly/vVEK”http://ow.ly/vVEK

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

18. Union Plus on Facebook

19. Comments from our AMAZING fans!

20. Facebook Fan Page email 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 www.facebook.com/unionplus www.twitter.com/unionplus www.myspace.com/unionplus striana@unionprivilege.org