somerset hills ymca- rutgers social media mini mba capstone project

Unifying the Web and Social Media Presence of The Somerset Hills YMCA

Bridging the Gap

Rutgers CMD- Social Media for Non-Profit Leaders and Public Officials November 16, 2012

Donna Dourney • Angie Finley • Kevin Flanders • Heather Munro

The Challenge• Bridge the Disconnect Between the Somerset

Hills YMCA Website and Social Presence to Improve Communications and Meet the Goal of Adding to the Y's Membership, Particularly in the 25-35 Year-Old Demographic.

About the SHYMCA• Community Service, Mission based, 501(c) (3) Non-Profit

Organization dedicated to building Strong Kids, Strong Families and Strong Communities.

• Located in the Basking Ridge section of Bernard's Township, NJ.

• Serves 20,000+ people in more than 12 communities with more than 200 health, family and service programs.

• Been in service since 1951.

• Core Belief--The most important values an individual or organization can aspire to are caring, honesty, respect and responsibility.

• Goal-- Build a community in which people – all people – feel encouraged to develop to their fullest potential and we accomplish this through programs that help people grow in spirit, mind and body.

• Dependent upon donor support.

The Plan• Website Redesign, Including

Mobile Optimization

• Social Site Improvements and Additions

• Video Blog

• Mobile App

• Corporate Donation Area on Website

Current Website• Dated

• Faceless

• Social Disconnect

• Too Wordy

• "In Your Face" Donation Button

• Difficult Navigation

• Confusing Calendars

Model 'Y' Sites

Somerset Hills' New Site• Fresh, Open Layout

• Feature Photos of People Front and Center

• Add Social Buttons

• Tightly Edit Copy

• Engaging Donation Button/Page

• Streamline Navigation; Consider Using Sections for Users (Families, Kids, Seniors, Generation X and Next)

• Create Better Calendar that Incorporates Sorting and RSS Feeds for Smartphone Users, Allowing Clients to Take Only the Desired Events

• Make Mobile Version of Site

Social Site Improvements- Facebook Fan Page

• Include Link Back to Website!!

• Engage Fans by Asking Questions and Offering More Visuals, Polls, etc.

• Respond to Fans Who Comment and Share

• Seek Out Open Groups (Mom's groups, "What's Happening" Groups, etc.) Join Them, then Contribute!

Social Site Improvements- Twitter

• Listen and Respond to Followers

• Include Links in All Tweets

Social Site Addition- Pinterest!

• Very Popular With Moms and Young Professional Women

• Easy to Use and Maintain

• Great Place to Cross Post Videos, Photos

• Other Board Ideas- Tips for Parents, SHYMCA Through the Years, Child Care, Things We Love, Injury Prevention, Kids Get Moving, Great Fitness Apps,

Social Site Addition- Video Blog, YouTube • CEO, Department Heads, Instructors Should Do a Video Blog Post Each

Month on a Variety of Topics.

• Can Be Repurposed From Website for YouTube and Sharing on All Social Media Channels

SMS Alerts • Closings, Holidays, New

Programs

• Limited Solicitations

TaDa!!!

Thanks for Being An Awesome Group!!