4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement
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4 Simple Steps to Help Your Association Tackle Twitter & Increase Member Engagement
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Session Agenda
• Maximize your presence
• Strategy & Plan
• Take Action
• Measure & Adjust
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
About Me
• Curt Moss, Senior Product Marketing Manager @ WebLink
• 12 years at member-based orgs – Las Vegas Chamber of
Commerce – Chapter of National Safety
Council • 7 years @ WebLink
– Faculty for W.A.C.E. – Present at association and
chamber conferences
linkedin.com/in/curtmoss @curtmoss
linkedin.com/company/weblink-international @WebLink
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
About WebLink
• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
About WebLink
• Association Management Software
• Website Design & Development
• Non-Dues Revenue Programs
• Partner in Your Success
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
WebLink Websites
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database & website
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
About WebLink
• iPad app for mobile commerce
• Integrated credit card reader
• New member sales
• Event registrations
• Pay open invoices
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
WebLink Blog
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Why bother using Twitter?
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“Even if you’re on the right track, you’ll get run over if you just sit there.” - Will Rogers
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Fish where the fish are.
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Twitter Stats Total number of active registered Twitter users 650,000,000+
Number of new Twitter users signing up every day 135,000
Average number of tweets per day 500,000,000+
Number of Twitter search engine queries every day 2,100,000,000
Number of active Twitter users every month 241,000,000
Percent of active Twitter users on mobile 76 %
Number of tweets that happen every second 5,800
Sources: Statistics Brain, Twitter, Huffington Post, eMarketer
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Twitter = Big Deal
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
How Can Twitter Benefit Your Organization?
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Extend Your Reach
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Improve Your Value
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Increase Member Engagement
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Grow Your Membership
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Maximize Your Presence
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
• Profile image • Header image • Bio • Location • Website/Facebook • Design • Account settings
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Examples
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Strategy & Plan
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
What is your strategy for...
• Newsletter
• Events
• Website
• Blog
• Mailers
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Relevant & Useful Information...
• Business issues
• Government advocacy efforts
• Organizational programs
• Benefits
• Events
• Educational or community topics
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Use Twitter for the same things! (and more)
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Establish Your Purpose (Goals)
• Retention • New member sales • Generate website traffic • Event attendance • Connect businesses • Highlight government
affairs items • Industry/community
awareness
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Define An Audience
• Members • Prospective members • Geographic area • Industry experts • Interested others • Follow them!
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Build Your Network
• Find your audience • Follow them • Post valuable content • Share others’ content • Connect and engage • Inspire ideas &
responses • “Listen”
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Create a campaign strategy
• Create editorial calendar for posts (Plan!) – Date, topic, link, author,
target audience
• Add link/icon/widget on your website to Twitter page
• Email signature • Reward users for
following you or sharing your posts
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Sample Twitter Calendar Date Type of
post Topic Text Link/Media? Goal
4/15/2014 Promotion Annual Dinner
Early bird registration ends tomorrow for the annual dinner.
Registration page for event
Event attendance
4/16/2014 Answer Benefits Looking for ways to save money for your biz? Check out our exclusive member discounts.
Benefits page Member sales
4/17/2014 Question Business Needs?
Take our 1 minute poll: What’s the biggest challenge facing your business?
Poll page on website
Retention
4/17/2014 Inside Look New office space
Get a sneak peak at our new office digs!
Photos of new office
Awareness, engagement
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Content for Tweets
• Events – 3-5, spaced out before event (maybe more)
• Photos during/after event • Blog posts – 1
immediately, 1 a week or two later
• “Breaking” news about industry or community
• Legislative issues – 1-3 before votes, 1 after (maybe more)
• News articles on your site or about your org
• New members • Articles about members • New staff
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
It doesn’t have to be all yours!
• Valuable industry or community information – Local news outlet – National or local
association – Industry experts
• Replies to others • Retweets
• 80/20 rule – 1 post sharing your
content – 4 posts sharing others’
content, retweets, replies
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Take Action
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Create & Share Great Content
• Use content as question prompts
• Answers to common questions
• Blog posts • Events • Photos & videos • Industry/community
news • Research, case studies,
whitepapers
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Create & Share Great Content
• Understand your audience
• Connect with them • Give them information
they want & need • Use emotion
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Keep It Short(er)
• Tweets under 100 characters get 17% higher engagement (Buddy Media)
• Tweets with 120-130 characters have highest click through rate (Hubspot)
• Include enough info to get the point across
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Keywords for Tweets
• How will people find you?
• Use words your audience would use
• Use geo terms – City – Region – State
• Avoid acronyms
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Reply!
• When members or followers ask you questions, reply!
• Direct messages (DM) may be better sometimes
• Lets them know you’re paying attention
• Other users can see how much you engage your followers and other Twitter users
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
#Hashtags
• Way of “tagging” posts to be found later.
• search.twitter.com • Create them for events
and major initiatives
#too #many #hashtags #is #very #overwhelming #for #other #users
• Use others’ hashtags in your posts
• Don’t use more than two
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Creating & Sharing Great Content
• Informative – Expertise – Tips – Insight
• Different – Personality – Fresh Take – Surprises
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
“Use” your members
• Who has a big following on Twitter?
• Find ways to engage them to talk about you
• Their followers work for businesses, too!
• Reach the next level
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Tell a story
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11 Tweet Templates to heighten user engagement and interaction
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
1. The Question
• Use content as a question prompt
• Post a link, ask a related question
• “How do you feel about…”
• “How will this impact your business?”
• “What’s your experience with…”
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
2. The Answer
• “What’s the association’s position on [issue]?”
• When does the [industry] report come out?
• How often are certification classes offered?
• Include a link!
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
3. The Retweet
• The “email forward” of Twitter
• Allows your followers to see someone else’s content on your timeline
• You’re saying “this is valuable to you.”
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4. The Promotion
• Contests • Giveaways • Special promotions for
events
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5. The Inside Look
• Behind the scenes, sneak peeks
• Interesting internal content
• “Exclusive” in-house content/activities.
• Include photo & videos to increase engagement
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5. The Inside Look
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6. The How To
• Similar to answers, but more direct
• Instructions to get something done
• Implies “easy”
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
7. The Survey
• Share the results later • Thank members who
completed the survey (phone, email, letters)
• Ask your members’ & followers’ opinions
• Connect to benefits and value
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
8. The Statistician
• Use a number to attract attention
• “Top X Ways to …” • “90% of SMBs use X, do
you?” • Relate the stat to what
your audience values
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9. The @reply
• Engages your audience • Lets them know that
you’re paying attention
• Resist the urge to “sell” • Have a conversation
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10. The Mention
• “Tagging” another Twitter user
• They receive notice that you mentioned them
• Can increase their followers, drives engagement
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11. The Listener
• @replies to someone you’re not following
• Search for a keyword • search.twitter.com • 3rd party applications
– Hootsuite – Tweetdeck
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11. The Listener
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Twitter Cards
• Additional information when someone shares your content
• Append to blog posts, news articles, event pages.
• Summary card • Summary card with
large image • Photo card • Gallery card • Player card
(video/audio) • Product card
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https://dev.twitter.com/docs/cards
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When and how often to post
• 3-5 times per day • Create a calendar • Schedule some posts
• Tweet on weekends, too
• Experiment
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When is the best time to Tweet?
• Engagement for brands is 17% higher on weekends
• Retweets have been shown to be highest around 5:00 pm.
• For click-throughs, the best times seem to be around noon and 6:00 pm
Source: http://www.huffingtonpost.com/belle-beth-cooper/a-scientific-guide-to-pos_b_4262571.html
Source: http://www.mediabistro.com/alltwitter/social-best-times-post_b49546
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Source: http://www.bitrebels.com/social/best-time-to-post-on-twitter-facebook-infographic/
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Which Tweets Get the Most Engagement? (Twitter study)
Retweet boost: • Photos – 35% • Videos – 28% • Quotes – 19% • Number/stat - 17% • Hashtag – 16%
Source: http://www.clickz.com/clickz/news/2335489/twitter-study-which-tweets-get-the-most-engagement
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How To Write The Perfect Tweet
• Amplify • Engage • Convert
• Is it interesting and
readable? • Is it interesting enough to
click? • Is it compelling and built to
be retweeted?
Source: http://www.linkedin.com/today/post/article/20140319110058-1897408-how-to-write-the-perfect-tweet
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Management, listening & influencer tools
• Hootsuite • TweetDeck • Buffer • Radian 6/Salesforce • trackur • Klout
• Google “social media
monitoring software”
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Mention
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ManageFlitter
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Demographics Pro
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Twazzup
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Measure & Adjust
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Insight & Analytics
analytics.twitter.com
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Website Traffic
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What were your goals?
• Retention • New member sales • Generate website traffic • Event attendance • Connect businesses • Highlight government
affairs items • Industry/community
awareness
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Bonus Tip – For your members
Add members’ social media links on their listing on your website. Connect them with potential customers.
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Use your AMS to store members’ profile data
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Opening Remarks – DJ & Terry
Coming up: 3 Questions
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Opening Remarks – DJ & Terry
WebLink Recap: An Integrated Solution
• ONE web-based centralized database
• Prospects, members, non-members and all reps in same system
• Financials, events, email, committees, website, reporting
Central DB
Financial System
Website
Email Marketing
Members
Events
Prospects
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Opening Remarks – DJ & Terry
Association & Chamber Websites
• 500+ client websites • WebLink Local business
directory drives 67% increase in traffic from organic searches
• Adds value for members • Non-dues revenue • Responsive website design
– automatically looks great on all devices
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4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Opening Remarks – DJ & Terry
WebLink Website Management System
• Very easy to add pages and edit content
• Drag and drop new content sections
• Quickly modify the navigation menu
• Easily add photos, videos, buttons, documents, blog posts and more
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Opening Remarks – DJ & Terry
3 Questions
Please answer these to receive a copy of the presentation.
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Webinar Summary
• Great content • Right audience • Right time • Right channel • Ways to respond • Ways to share • Engage your audience • Stand out from the
crowd
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“Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin
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WebLink International 3905 Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com
Curt Moss
Senior Product Marketing Manager [email protected]