Social media audit: membership sector
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Presented at Membership Excellence, March 2014, London.
Transcript of Social media audit: membership sector
Deeson Member Communications
Helping businesses and organisations to achieve their goals through digital solutions, publishing, branding and marketing
communications since 1959.
Emily TurnerContent and Marketing Strategist
Dominic DeesonChairman
The BIG DMC Social Media Audit
20 membership organisations
• Airport Operators Association • Association of Accounting
Technicians • Association of Anaesthetists of
Great Britain and Ireland • Association of British Insurers • Association of British Travel Agents • Association of Convenience Stores • Association of Optometrists • British Banking Association • British Beer and Pub Association • British Dental Association
• British Safety Council • British Soft Drinks Association • British Toy & Hobby Association • Chartered Institute of Marketing • Chartered Society of
Physiotherapy • Girlguiding UK • Institution of Engineering &
Technology • Law Society of England & Wales • Renewable UK • Royal College of Psychiatrists
Five platforms
• Twitter • LinkedIn
• YouTube
• Google+
The process
• Brand consistency
• Page set up
• Frequency
• Response rate
• Engagement levels
• Customisation
• Community management • Social etiquette
• Variety
• Rich content
30 points per platform across: • Content • Engagement • Branding
Anyone can do social media!
Can’t they?
Here are your challenges…
1. KPIs
2. Analytics
3. Skills
4. Resource
5. Content 6. Budget 7. Lack of control
And then there is this…
The death of organic reach
Free is over1. Facebook posts in news feeds down to 2% and to
reach zero by end of 2014
2. LinkedIn killed products & services pages, wants showcase pages and is focusing on curation
3. Twitter has launched geo-targeted ads in the UK
4. YouTube is making videos viral before they go viral
Why all the tinkering?
The venture capitalists want ROI
Drat…
Top score: 29 Lowest score: 0 Average score: 13 Above 2% engagement: 9
Winner: GIRLGUIDING UK
Runners up: • Association of Accounting Technicians
• British Safety Council
• 6% engagement • Aimed at all stakeholders
• Strong management
Keeping a heritage organisation relevant
• Advocacy • Emotion
• Beating curation
Showcasing members
Shareable graphics
Lack of images? Use graphics
Designing for social media
Top score: 27 Lowest score: 7 Average score: 19 Above average influence: 18
Winner: GIRLGUIDING UK
Runners up: • Association of Accounting Technicians
• Association of Optometrists
• Institution of Engineering and Technology
• 40% influence rate
• Outside of 9-5pm
• Visual content
• Member support feed
• Transparent and open
User generated content
• Simple
• Effective
• Rewarding interaction
Retweeting member activity Clear calls to action
Use backgrounds to signpost - even with Twitter’s changes
Scratch and tweet campaigns
• Event hashtags
• Live event tweeting
• Magazine signposting
• Reciprocal • Retweeting • Show you are listening
Strong video content
Top score: 26 Lowest score: 0 Average score: 11 Regular uploads: 5
Winners: • ASSOCIATION OF ACCOUNTING
TECHNICIANS • INSTITUTION OF ENGINEERING
& TECHNOLOGY
Runners up: • Chartered Institute of Marketing
• British Safety Council
• 600,000 views
• 516 subscribers
• Featured content • Page complete
• Avatar?
• Organisation
• Relevant content • Strong profession focus
• 450,000 views
• 1,790 subscribers
Great content mix: • Humour (+ animals) • Practicals
• Event highlights
• News
• Policy
• Resources
Showcasing member benefits
Top score: 28 Lowest score: 0 Average score: 16 Regular uploads: 4
Winners: ASSOCIATION OF ACCOUNTING TECHNICIANS
Runners up: • British Safety Council • The Law Society
• Royal College of Psychiatrists
• Institution of Engineering and Technology
• Girlguiding UK
• Nearly 6,000 followers
• Pinned posts
• Daily updates
• Custom visuals
• Good engagement
• Careers tab
• Promoting jobs
• Featured employees
Promoting: • Training bookings
• Awards entry
Top score: 17 Lowest score: 0 Average score: 3 Linked to YouTube: 3
Even Google isn’t sure…
What’s happening with Google+?
Winner: ASSOCIATION OF BRITISH TRAVEL AGENTS
• 27,000 views
• Strong branding
• Daily updates
tumbleweed
Where do we go from here?
• Social doesn’t take five mins
• It needs cultural change
• Become a social organisation
• Use tools
• Set goals and measure
• Then evaluate, adjust and repeat!
Don’t rely on luck
Get our tips and advice. A
Ask for our audit PDF.
Register today
!
Follow us! !
@DeesonMC deeson-mc.co.uk
