How Social Networking and other Web 2.0 Technologies can Positively Impact Your Association and Expand your Event Marketing Opportunities

Agenda

Social Media Today Key Benefits Public / Private Social Networks Blogs Event Marketing / Web 2.0 / Wiki’s/ Podcasts Getting Started & Moving Forward Helpful Links & Resources

Social Media & Associations Today

Social networking is a valuable, proven, cost -effective resource to ‘get the word out’

For starters: Know your audience & determine which particular type of social network will be of interest. Are they: visually-oriented technically inclined in constant need of new, interesting data?

Important Note: social networking is an ongoing flow on information dependent on interaction. It’s 2-way interaction where feedback and comments are essential to success.

Key Benefits for Associations

A powerful, valuable resource to: Reach out and ‘touch’ others in your industry Increase retention with members, alumni and prospects Provide and interactive knowledge base for local and regional offices Gain awareness & interest among potential new donors, members and

attendees Make yourself or your association a sought out ‘expert’ in your world

Other Key Benefits include:   Lower costs in communications, PR and overall operations Increased credibility and trust Easier access to decision-makers Opportunity to ‘hear’ your audience via feedback Designate events or sites as public or private

Public vs. Private Social Networks How do I choose?

Public sites (Facebook, Twitter) are typically free and open to anyone - requiring only a login and password to join. Features include:

Fewer restrictions than private networks

Public Access

Broad-based content with conversations focused on a particular

topic

Cost-effective resource to promote your organization and events

Continued..

Public vs. Private Social Networks How do I choose?

Public sites - Determine whether

Your association is looking for the broadest exposure

possible

Maximizing growth and donation potential are key

Privacy and other restrictions are of value

Negative: less control over messaging.

Continued..

Public vs. Private Social Networks How do I choose?

Private sites (alumni reunions, social clubs) offer more customization, privacy and ‘members- only’ access to:  

Calendar, publish and consolidate event data

Manage membership registration and sales

Provide members or customers with a powerful, team-building

experience

Manage confidential, internal issues and encourage feedback

Continued..

Public vs. Private Social Networks How do I choose?

Private sites - Determine whether

It is essential to focus interaction on a specific, targeted

topic

Message control, customization are highly valued

Maintaining privacy / exclusivity is important

Negative: potential to exclude donors

Blogs

A blog (web log) is a way to create content – with the help of keywords - that will help generate links to your website.

Develop a niche in the ‘association nation’ and become that place people visit regularly to receive useful, relevant advice. 

“Being found vs. hunting”

Continued..

BlogsA Few Important Blogging Guidelines

Post regularly…and only when you have something meaningful to say

Incorporate images and other media – images, videos & graphs

Invite comments and ask questions – interaction is a good thing

Be original – demonstrate thought leadership & credibility

Don’t blatantly promote your organization or solution

Don’t forget! Add an RSS feed

Readers can easily ‘subscribe’ to updates from customers and colleagues.

Just click on it to receive content updates.

Other Useful Tools

Web 2.0 - Get your organization out in front of

your target audience; elevate yourself to ‘expert’ status via your message.

Wiki - to easily add and edit content (free of charge)

about your organization– what your organization does, your goals, etc.

Continued..

Other Useful Tools

Podcasts - Educate interested parties in a succinct time

frame – your audience can download at their leisure.

You Tube – Easily post executive presentations, quarterly meetings

news announcements, and more.

Good Examples – Alumni Associations

Northwestern UniversityAlumni Association Page

Georgetown University Alumni Association Page

Social Media Marketing / Promotion

Market events / fundraisers on professional sites…often at no charge Publish details automatically to a network of professional event planning

websites

Your event data can automatically be made available for posting on select

sites

Increase attendance, add members and grow revenue

Popular event promotion sites for associations include

Social Media Trends to Watch in 2010

Companies will develop – and enforce – social media

policies

Private networks will grow – to help remove social

‘clutter”

Mobile technology will continue to grow

Demographic s continue to skew younger Increase in interaction / playing off our competitive nature (Farmville / Mafia wars)

Getting Started – Taking the Next Step

You’ll also need to:

Assign a primary administrator or ‘go-to’ person

Determine internal participants: local, regional, national focus

How to Take the Next Step

And remember the saying: “Having a paintbrush doesn’t make you an artist.”

 There is work involved!

Also:

Develop plan to measure success

Follow your competition

Expect continued change &

growth

Social Media & Associations Quiz Answers

1 In order, which are the most popular social networking sites employed by associations today? (And what percentage?) a) Facebook b) Twitter c) LinkedIn

ANSWER: Facebook (67%) Twitter (54%) LinkedIn (48%)

2 What percentage of associations currently use one or more social networking sites to market and execute their events? a) 43% b) 63% c) 83%

ANSWER: c)

3 How many characters are allowed in a Tweet? a) 55 b) 140 c)320

ANSWER: b)

4 In the spring of 2005, one popular search engine followed 9 million blogs. It now tracks: a) 12m b) 56m c) 112m

ANSWER: c)

Social Media & Associations Quiz Answers

5) When starting your association’s blog, what is the most important feature to consider?

a) Grammar b) Having something to say c) Populating the page with keywords

ANSWER: b

6) Approximately how many new blogs pop up each day?

a) 12,000 b) 120,000 c) 420,000

ANSWER: b

7) Social media is mainly about:

a) Wasting time b) Promoting your services c) SEO

ANSWER: c

Concerns? If there is a downside, it’s the time and research involved to make intelligent decisions

Beware of information overload. Provide basic, need-to-know information about your event. Remember: It’s a two-way discussion

Continue doing what has worked well for you and do not completely abandon press releases, direct mail and collateral

After all, this is a gradual process and not everyone is on

Facebook or Twitter.