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Leveraging Social to Engage Members & Elevate the Profession

Leveraging Social to Engage Members & Elevate the Profession. Saturday, Sept. 30, 2017. BUILD A CRITICAL MASS FIRST. You can’t recruit & engage if no one’s listening Spread the word using every possible venue & outlet Make announcements at events and general meetings

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Leveraging Social to Engage Members & Elevate the Profession

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  1. Leveraging Social to Engage Members & Elevate the Profession Saturday, Sept. 30, 2017

  2. BUILD A CRITICAL MASS FIRST • You can’t recruit & engage if no one’s listening • Spread the word using every possible venue & outlet • Make announcements at events and general meetings • Add social icons to your website • Add links to social accounts on invitations, emails, newsletters • Don’t forget recruitment materials & marketing materials

  3. KNOW YOUR AUDIENCE • You know who your members and potential members are, BUT… • Do you know where they “hang out” • What channels do they use? • What kind of content are they looking for? • What time of day are they likely to be on? • Not sure? ASK THEM!

  4. NOT ALL SOCIAL SITES ARE CREATED EQUAL • Which suit your audience & your goals • Facebook is often used to connect with friends & share • Professionals come together to network & learn on LinkedIn • Just because it exists doesn't mean you have to be there

  5. CONNECT OFFLINE & ONLINE • Making them aware of presence online can start offline • Create awareness offline of what they can expect online • Urge them to extend their networking using your social • Integrate it into your overall strategy

  6. CROWDSOURCE CONTENT • A large following wont last long if you’re not putting out relevant content • We’re busy! Get a team together. • Leverage National’s content as well as others

  7. AUTOMATE THE PROCESS • PLAN! Create a social media calendar • Save time and resources by using a social media management tool • Hootsuite is a great, free tool

  8. SO…. WHAT WORKS? • Take the conversation to Twitter via branded hashtag • Tweet during lunch & learns • Twitter chats with an expert #AkronPRSA

  9. SO…. WHAT WORKS? • Curate likeable, shareable content for Facebook • Events • #MentorMonday • Facebook Live

  10. SO…. WHAT WORKS? • Value of membership & networking via LinkedIn • Watch more than 50 free webinars through PRSA national • Exclusive discounts on conferences • Network with local and national members • Access PR news, research & case studies

  11. One Content to Rule All Content Saturday, Sept. 30, 2017

  12. One Content to Rule All Content

  13. One Content to Rule All Content What I saw vs. what you saw

  14. One Content to Rule All Content What You saw • Pretty pictures • Flashing lights • Lots of networking • Whiskey?

  15. One Content to Rule All Content What I Saw • Immediate Attention shift • Consistent engagement • 100% audience participation

  16. One Content to Rule All Content And this means what…? • A presentation vs. social media • Seeing a moving image = complete attention & engagement • Attention span is lessening, movement is growing

  17. One Content to Rule All Content How has PRSA Pittsburgh taken advantage of this? • Board Member spotlights • Major Event recaps • Cover minor events • Building YouTube account

  18. One Content to Rule All Content The Proof is in the Pudding • Average engaged users 11 vs. 19 +73% • Average reach per post 109 vs. 484 +344%

  19. One Content to Rule All Content How do I get started? • Start 2018 off right! • Incentives? • Isn’t this costly? • Mutually beneficial!

  20. One Content to Rule All Content Time to Start Producing!

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