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How to Leverage Social Media For Successful Marketing and Membership Recruitment

Presentation for KSAE/KCSAE, 2014.

maddiegrant
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How to Leverage Social Media For Successful Marketing and Membership Recruitment

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  1. www.socialfish.or

  2. AGENDA PART 1 • Statistics - association social media • Challenges for marketers • How Social CRM can help • Some examples PART 2 • Common Questions • Open Q&A

  3. WHO AM I?

  4. WHO AM I?

  5. WHO’S HERE? I consider my organization to be… • New to social media • Comfortable, but still experimenting • Using social media strategically • A fully integrated social business

  6. CURRENT STATISTICS (MAY 2014) Source: The Realtime Report

  7. ASSOCIATION TRENDS  Social Media Report 2013

  8. METHODOLOGY  Facebook, Twitter, YouTube, Pinterest, LinkedIn  Identified primary account for each organization (chose account with largest audience if there was more than one)  Compiled publicly available information  Representative sample of 345 associations out of database of 17,000

  9. Associations’ adoption of social media Ref: Association Trends’ Association Social Media Report 2013

  10. A LESSON FROM OLIVIER BLANCHARD: F R Y FREQUENCY REACH YIELD

  11. A BASIC TRUTH As organizations, we’re not very good at measuring business results for social media activity.

  12. CHALLENGES FOR MARKETERS The State of Social Media Marketing 2014 by Awareness concludes: There is misalignment between Business Objectives, Measurement Methodologies and Social Marketing Investment.

  13. CHALLENGES FOR MARKETERS The State of Social Media Marketing 2014 by Awareness concludes: There is misalignment between Business Objectives, Measurement Methodologies and Social Marketing Investment. …The 2012 State of Social Media Marketing said the same thing.

  14. WHAT’S YOUR BIGGEST CHALLENGE? • Not able to measure ROI • Not enough integration of social media throughout the organization • Having no allocated budget for social media marketing • Not knowing what our social media goals should be • Not using social media yet

  15. In 2014… http://www.awarenesshub.com/state-of-social-media-marketing-2014-infographic/

  16. Social Marketers are starting to measure what matters

  17. CAN SOCIAL CRM HELP?

  18. WHITE PAPERS www.socialfish.org/whitepaper

  19. Social Customer Relationship Management (SCRM) “A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s [programmatic] response to the customer’s ownership of the conversation.” - Paul Greenberg

  20. WHAT IS SOCIAL CRM? Philosophy & business strategy Processes & workflow Technology platform Stakeholder Engagement Trust & Transparency Member Value

  21. WHAT IS SOCIAL CRM (FOR ASSOCIATIONS)? Social CRM is the discipline of applying social media data to membership management.

  22. Social CRM is the way to get to the return on investment (ROI) of our social media activities.

  23. SO HOW DO WE START? STEP 1: START CHANGING THE CONVERSATION Away from social media (Facebook, LinkedIn, Twitter) To Social CRM (social data applied to membership management)

  24. STEP 2 – IDENTIFY MARKETING GOALS Recruit Members Retain Members Serve Members Outreach

  25. SOCIAL CRM TACTICS

  26. SALES/PROMOTION EXAMPLE

  27. SALES/PROMOTION EXAMPLE

  28. RETENTION EXAMPLE O R I G I N AL L Y PO ST ED I N T H E SO C I AL F I SH T H I N K T AN K. H T T P: // T H IN KT AN K.SOC I ALF I SH .O R G

  29. LEAD GENERATION EXAMPLE

  30. INFLUENCE SCORING EXAMPLE O R I G I N AL L Y PO ST ED I N T H E SO C I AL F I SH T H I N K T AN K. H T T P: // T H IN KT AN K.SOC I ALF I SH .O R G

  31. RETENTION EXAMPLE

  32. ENGAGEMENT EXAMPLE

  33. ENGAGEMENT EXAMPLE

  34. ENGAGEMENT EXAMPLE

  35. ENGAGEMENT EXAMPLE

  36. OUTREACH EXAMPLE

  37. WHAT DO THESE ALL HAVE IN COMMON? It’s not about the tools… …it’s about aligning your social media activity with your membership management goals and your MARKETING goals.

  38. COMMON QUESTIONS – BASIC • How do we measure success? • How do we choose between Twitter/Facebook/LinkedIn? • How do we reach our target audience on social media? • How much time does one realistically have to be prepared to invest (per day or per week)? • What are good tools to manage multiple departments on multiple social media networks?

  39. COMMON QUESTIONS - INTERMEDIATE • What are some strategies for turning 'followers' into members? • What are the most effective social media marketing campaigns/tactics for conferences? • When should we implement a private community? • When is it NOT worth implementing social media?

  40. RESOURCES FOR YOU Olivier Blanchard – Social Media ROI Brian Carter – The Like Economy Christopher Barger – The Social Media Strategist Ann Handley – Content Rules SocialFish white papers – Social CRM for Associations & the ROI of Social CRM: 12 Forward-Looking Use Cases [handouts] SocialFish Be A Social CRM Hero series – How to Apply Social to Marketing and Membership Recruitment [handout] • • • • • •

  41. THANK YOU Maddie Grant, CAE Twitter: @maddiegrant maddie@socialfish.org www.socialfish.org

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