SOCIAL NETWORKING Or, how to reach new members in the 21 st Century.

SOCIAL NETWORKING

Or, how to reach new members in the 21st Century

ARE YOU SOCIALIZING?

• Social networking is here!• It’s no longer the coming thing!• It’s THE thing• If you’re not, you’re not only treading water,

you’re slowly sinking

WHY IS SOCIAL NETWORKING IMPORTANT FOR USPS?

HERE’SWHY

Did You Know Boating Is Popular

• 13 million registered recreational boats in 2009• 1 in 10 households owns a boat• 75 million adults—32.4% of all U.S. adults—went

boating in 2010• Boaters are middle class• 79% of current boat owners have an average

household income of less than $100,000• 62% of current boat owners earn less than

$75,000 average household income per year

Most Boats are Inexpensive, Small and Boating is Seasonal

• Average price of a new boat in 2010 was $16,157

• Average price of a new outboard boat, motor and trailer package in 2010 was $27,710

• Boat owners spent an average of 28 days on the water in 2010

• 95% of registered mechanically-propelled boats are less than 26 feet in length

What Do These Statistics Tell Us?

• We need to reach younger boaters• A group target?• Generation X– People born in the 1960’s and 1970’s ending in

the late 1970’s to early 1980’s– Born in 1960: age is now 51– Born in 1970: age is now 41– Born in 1980: age is now 31

Who Is Generation X?

• Saw the inception of the home computer• Saw the rise of video games• Saw the rise of the internet as a TOOL for

social and commercial purposes• They’re diverse in such aspects as:

1. Race 4. Ethnicity2. Class 5. Sexual orientation3. Religion

Generation X

• Often the children of divorced parents• “Change” is the rule rather than the exception• Tend to ignore leaders• Higher education levels• Men in this generation make 12% less income than

their fathers• Family income is higher because more women are in

the work force

Generation X

• They are not joiners• 2 wage earner parents with school age

children• After school children activities• Free time is family time• Interact on the internet• Respond to internet activities

USPS SHOULD TARGET

• Age groups 31-51

• The Internet is a social tool we must “tap”

• 2 income households

USPS CHALLENGES

• Declining Membership• Diminishing Revenues• Aging Membership• Fragmented Message• Spotty On-Line Presence• Internet Recognition

OUR OBJECTIVES

• Increase Sales• Increase Membership• Provide a consistent message to the

recreational boating community• Improve our name recognition

We’ve Had A Social Media Presence Since June, 2011

• It’s on our Home Page www.usps.org

• WHY?1. It develops an ongoing relationship (engagement) with

potential new members2. Engagement lets potential new members know us and

who we are3. The relationship can extend from the individual to

squadron members, nation, and to other non-members

Internet Tools

• Many to choose from

• We picked the best and most recognizable– Facebook– Twitter– LinkedIn– You Tube

Facebook

• Access to 150 million users in the US• The Wall

Builds a community. Gives direct, two-way interaction with us and each other—in a non-promotional way

• The Like ButtonThe more interaction, the higher Facebook “scores” on our post. The higher the score, the more likely our post gets into the “news feed.” This is where our message becomes viral. Friends of fans see our post.

Facebook

• Promotional offers

The number one reason people become fans

We can use Facebook ads to target existing fans orhit potential new fans

Twitter

• The most powerful search engine.• We can know:

whenwhereand what people are saying about USPS

• We can send strategic “tweets” to fortify USPS initiatives

Linkedin

• Join discussions in existing groups• Create our own USPS group• A place where requests for endorsements are both

welcome and expected• Allows for Question and Answer inquires with a

professional slant• When one of our group members posts, we get an

update

YouTube

• The most popular video hosting and sharing platform

• Anyone with an account can upload a video to the site and share it and it’s not expected that it will be professionally produced

• Easy for anyone to view and share the video on Facebook, Twitter and other sites with a single click

• Can be as long as 15 minutes

• Go to the link on our home page and watch the videos

• It’s an introduction to On The Water Training• 4 videos posted• How to Dock a Powerboat, How To Do a Quick

Stop, How To Perform a Slow Speed Slalom, BOC Introduction

• How to Dock is by far the most popular, over 3 times more views than any other video

AND

• YOU CAN POST THEM TOO• YOU CAN ALSO POST OTHER ACTIVITIES

1. Raft ups and other on water activities2. Picnics3. Meeting presentations4. Public service events5. You’ll get responses!

GREAT—WHEN?

• Since June 1st

• Facebook, Twitter, LinkedIn and YouTube links on the home page

• Dynamic, will change• We have to closely monitor• We will• A Pro does it

WE’LL HELP SQUADRONS

• First of all, it’s easy to set up• The key is monitoring and maintenance• In Greensboro, our Pro conducted a 2 hour seminar

this morning• Terri Flagg, MA Candidate and Roy H. Park Fellow in

Visual Communication• UNC School of Journalism and Mass Communication

What Are The Goals OfSocial Media

REVENUE• Member Dues• Member Sales• Education Dept. Sales• Public Sales

CIVIC SERVICE

RECRUITING

RECOGNITION• Squadrons• Members• USPS• Staff

FELLOWSHIP

RETENTION

AND U CAN DO IT 2

• Each District and Squadron should have their own social media links

• It’s easy to set up• We’ll help you if you need help• Put everything you do up there. You’ll never

know when you’ll reel in a new member

LET US HELP YOU!!!!!!!!!!!!!!

• Terri is an expert• I’m a novice• I’ll probably “dump” all requests to her• But go through me so I can track

YOU CAN FIND ME AT:

• 821-0281 X 228

• (888) 367-8777 X 228

• [email protected]

• I’m here to help. I work for U

YOU CAN FIND TERRI AT:

• (757) 621-9922

• [email protected]

• She works 4 U 2

Terri’s Presentation

• Available on the Gov. Board CD

• Or, ask her to email it to you

• Or, me

BE SOCIABLE

• THRIVE AND

• SURVIVE

Addendum

• Terri is available to any squadron or district that wants help setting up their own pages

• She is also available for ½ hour segments at Jacksonville Annual Meeting

• Sign up at: http://www.usps.org/national/membership/Social_Networking_Seminars_2012_Annual_Meeting.html