Social Media Strategy: Moving Beyond “How-to”12/8/11 & 10:00 a.m.Hub Tag: #Tech11 xxx

2011 Technology Conference & Expo

John ChenTrevor Mitchell

Sara Wood

Objectives

• Moving beyond the basics– Roadblocks– Strategic Planning & Community– Next Level

• Focus on– Strategy– Business Value– Approach

RoadblocksThe problems organizations encounter when creating a plan for online community development.

Trevor Mitchell

What’s Next?

Discussion: What are your roadblocks?

Frequent Roadblocks

• Internal silos• Purpose• Messaging• Tracking

Dreaded silos

• Marketing• Membership• Publications/Education• IT• Others

What Purpose Does it Fill?

• Increase membership numbers?• Increase membership engagement?• Increase registrations?• Increase product orders?• Increase awareness of the

association/industry?• Combination?

Messaging

• No message works the same– Twitter = Cocktail Party– Facebook = Class Reunion– LinkedIn = Business After hours

Tracking

• Ask the questions– Who?– What? – When?– Where?– Why?– How?

Breaking Through Roadblocks

• Establish a business plan for social media• Tie it into your strategic plan• Get those blocking the success together• Feedback from other sources

Strategic Planning & CommunityBridging the gap between technology and strategy.

Sara Wood

Brainstorming: How do you overcome roadblocks?

The Great Disconnect

• Getting the technofiles and strategic staff on the same page.

• Photo

Silos won’t destroy themselves

• Actively engage with other groups.• Assume the others won’t come to you.• Take ownership of the problem.• Photo

Building blocks of a Strategic Plan

• Identify your outposts• Identify association goals• Brainstorm with both the usual and, more

importantly, the unusual suspects.

Continued…

• Connecting outposts to goals• Assign responsibility

Getting Senior Staff On Board

• Actively engage your senior staff using your plan.

• Put social media in terms they will understand.

• Drive the point – this is not about cool apps, this is about strategy.

Following Through

• Create metrics for accountability• Build-in a review mechanism

Improving Platforms

• Social media trends change. Change with them.

• Take an active role in understanding the online landscape.

• Adjust your plan accordingly – No static document

The Next LevelThe latest and greatest in social media trends.

John Chen

What are your tips?

Contact InformationTrevor MitchellDirector of Member ServicesARMA InternationalPhone: 913-217-6004Email: trevor.mitchell@armaintl.orgWebsite: www.arma.org

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