Associations Forum Nat Conf July 2012
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Topic: "Engaging association members through social media"
Transcript of Associations Forum Nat Conf July 2012
Engaging association audiences
through social media
Associations Forum Conference #AFNC2012
26 July 2012
Presented by
Tim Nicholas
Manager Marketing Services, Institute of Chartered Accountants
AGENDA
ENGAGEMENT STRATEGIES
MEASURING & REPORTING
MULTI-AUDIENCE STRATEGIES
SM AND OTHER CHANNELS
Sensis and AIMIA survey of 1,000 consumers,
1,800 SMEs and 150 large businesses
between Jan-Mar 2012.
What is fueling growth of SM?
ENGAGEMENT STRATEGIES
2009 2010 2011 2012
Feb 2009
Launched
myCommunity
Conducted 2nd
SM research
study
Sep 2010
May 2010
May 2011
Launched
new ICAA
website
Sep 2009
Nov 2010
Invited members
to join our
myCommunity
advocate network Oct 2011
Setup SM staff
champions
network.Nov 2011
Jul 2008
Oct 2008
Launched SM
Toolkit for
members on
ICAA website
May 2012
Appointed SM
Marketing
Specialist &
SM agency Mar 2010
Conduct 1st
SM research
study
May 2010
myCommunity
advertising
Feb 2012
Issued social
media guidelines
document for
staff
June 2010
Created SM
briefs for
staff to
include in
campaigns
Jan 2012
The Institute’s social media journey (so far)
SM Strategy v1
Sep 2010
Today, the Institute is
well connected
10 blogs
6 forums
40+ groups
Institute SM strategy
The four key strategic pillars are:
1. Channel focus 3. Business integration
2. Links and connections 4. Content and positioning
The primary objectives are to:
1. Be recognised as the leading online community for accountants
2. Extend the reach of our messages to all audiences
3. Provide additional, low-barrier methods for audiences to interact with the
Institute
4. Engage with our key influencers, in the channels where relevant
discussions are taking place
5. Augment our training and events by pre- and post- sharing and
collaboration.
A phased approach
• Integration of
monitoring program
into content
development
• Development of a
more complete
content strategy
across the
organisation
• Resourcing at a
department level
Phase 1:
Discovery
Phase 2:
Capability
Phase 3:
Outreach
Phase 4:
Holistic
• Research
• Staff hiring
• Strategy
development
• Streamline channels
• Monitoring and
reporting
• Internal SM policy
• Content publishing
processes
• Quality control
• Train staff in SM
capabilities
• Content authoring
• Internal training
• Integration into
training and events
• Tailored guidelines
and
recommendations
per department
• Member toolkit
• Training
• Recruitment through
social media
• Newsletter content
integration
• Member
engagement with
content
• Summary
– Do the research, listen and learn
– Appoint/hire suitably qualified staff
– Devise a plan…DON’T make it up as you go!!
– Select a content menu: smorgasbord or à la carte
ENGAGEMENT STRATEGIES
MEASURING & REPORTING
Point no 1: it’s not about the numbers
Point no 2: it’s about the numbers
• Summary
– One size approach does NOT fit all
– Decide what you will put in (eg. people, time, KPIs, timelines)
– Choose what you want to get out (eg. new sales, repeat sales, customer service)
– Measure quantitatively...report qualitatively
MEASURING & REPORTING
MULTI-AUDIENCE STRATEGIES
Social Media Channels by
Audience
CandidatesLinkedInTwitter
YouTube
StudentsFacebookYouTube
MediaTwitter
YouTube
MembersLinkedInTwitter
YouTubeFacebook
Blogs/forumsDelicious
SlideShare
StaffYammerYouTube
Summary
• Match channel to audience
• Share/promote content across channels
• Whoever ‘owns’ the audience, ‘owns’ the SM channel
MULTI-AUDIENCE STRATEGIES
SM AND OTHER CHANNELS
SM AND OTHER CHANNELS
My SM
Brochures
Website
Stationery
Events
Collaterals
Merchandise
Presentations
On hold messages
Other people’s SM
ICAA Business Forum
Business Forum stand
Summary
• Display SM presence everywhere
• Think ahead
• Don’t be shy…post on blogs/Twitter/Facebook, join groups…link to your own content
• Coordinate, integrate, populate, innovate
SM AND OTHER CHANNELS
What does it all mean?
New definitions of professional behaviour are developing in this social world. Here is the transition:
Source: Harvard Business Review http://blogs.hbr.org
