How to Leverage Social Media For Successful Marketing and Membership Recruitment
How to Leverage Social Media For Successful Marketing and Membership Recruitment
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HOW TO LEVERAGE SOCIAL MEDIA FOR S UCCESS FUL MARKETING AND MEMBE RSHIP RECRUITMENT www.socialfis h.org
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Presentation for KSAE/KCSAE, 2014.
Transcript of How to Leverage Social Media For Successful Marketing and Membership Recruitment
HOW T
O LEVERAGE S
OCIAL M
EDIA
FOR S
UCCESSFUL M
ARKETING A
ND
MEMBERSHIP R
ECRUITMENT
www.socialfish.org
AGENDAPART 1
• Statistics - association social media
• Challenges for marketers
• How Social CRM can help
• Some examples
PART 2
• Common Questions
• Open Q&A
WHO AM I?
WHO AM I?
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
CURRENT STATISTICS (MAY 2014)
Source: The Realtime Report
ASSOCIATION TRENDS
Social Media Report 2013
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
Associations’ adoption of social media
Ref: Association Trends’ Association Social Media Report 2013
A LESSON FROM OLIVIER BLANCHARD:
FREQUENCY
REACH
YIELD
FRY
A BASIC TRUTH
As organizations, we’re not very good at measuring business results for social media activity.
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.
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.
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
http://www.awarenesshub.com/state-of-social-media-marketing-2014-infographic/
In 2014…
Social Marketers are starting to measure what matters
CAN SOCIAL CRM HELP?
WHITE PAPERS
04/12
/2023
www.socialfish.org/whitepaper
“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
Social Customer Relationship Management (SCRM)
WHAT IS SOCIAL CRM?
Philosophy & business strategy
Technology platform
Stakeholder
Engagement
Member Value
Processes &
workflow
Trust & Transparen
cy
WHAT IS SOCIAL CRM (FOR ASSOCIATIONS)?
Social CRM is the discipline of applying social media data to membership management.
Social CRM is the way to get to the return on investment
(ROI) of our social media activities.
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)
STEP 2 – IDENTIFY MARKETING GOALS
Recruit Member
s
Retain Member
s
Serve Member
s
Outreach
SOCIAL CRM TACTICS
SALES/PROMOTION EXAMPLE
SALES/PROMOTION EXAMPLE
RETENTION EXAMPLE
04/12/2
023
O R I G I N A L LY P O S T E D I N T H E S O C I A L F I S H T H I N K TA N K . H T T P : / / T H I N KTA N K . S O C I A L F I S H . O R G
LEAD GENERATION EXAMPLE
04/12
/2023
INFLUENCE SCORING EXAMPLE
04/12/2
023
O R I G I N A L LY P O S T E D I N T H E S O C I A L F I S H T H I N K TA N K . H T T P : / / T H I N KTA N K . S O C I A L F I S H . O R G
RETENTION EXAMPLE
ENGAGEMENT EXAMPLE
ENGAGEMENT EXAMPLE
ENGAGEMENT EXAMPLE
ENGAGEMENT EXAMPLE
OUTREACH EXAMPLE
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.
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?
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?
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]
THANK YOUMaddie Grant, CAE
Twitter: @maddiegrant
www.socialfish.org
