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Transcript of U:\Mcuments\Amc Institute\Winter 2010\Sm Workshop\Social Media Workshop Preso
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Social Media WorkshopFebruary 10, 2010
Faculty: Steve Drake, DrakeCo
Jim Andrews, Q&A Business SolutionsJamie Notter, Management Solutions Plus
Brian Reuwee, DrakeCo
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1) Basics
What to use? Why? Tips. Policies.
2)Strategy
Building, weaving it all together, overcoming clutter
3)AMC Issues
Introducing to clients; billing; use for AMC marketing
4)ROI / Measurement
Expectations from Workshop
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Today’s Agenda• Welcome & Introductions• Review survey & Expectations• Preview – Social Media Basics• Listening & Relationship Strategies• Measurement & ROI• Question & Answers
– Break• Hands-on Tutorials (small groups)
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Survey on Social Media Usage
AMC InstituteFall 2009
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www.pewinternet.org
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Use of Social Media
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Blogs Google FaceBook LinkedIn
AMC-Yes AMC-No Client-Yes Client-No
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Use of Social Media
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Twitter YouTube SlideShare Flickr
AMC-Yes AMC-No Client-Yes Client-No
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Personal Use of Social Media
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
Daily Weekly Monthly Rarely Never
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DemographicsScope of Clients
18%
44%
15%
23%
Int'l Nat'lReg/ State Local
Type of Clients
47%
34%
8%
11%
Trade Prof SocCharitable Other
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Demographics# of AMC Staff
56%26%
12%6%
1 to 19 20 to 4950 to 99 100+
Position in AMC
66%
10%
5%
0%
19%
Owner/ CEO Sen MgrED ITOther
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Your Expectations from Workshop
1) Basics
What to use? Why? Tips. Policies.
2) Strategy
Building, weaving it all together, overcoming clutter
3) AMC Issues
Introducing to clients; billing; use for AMC marketing
4) ROI / Measurement
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Social Media Overview
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What is Social Media
+
=
+
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What is the buzz all about?• Becoming a recognized thought leader to a
wide audience.• Monitoring the electronic conversation about
Industries, Professions, Association Trends, Your association clients, Your AMC
• Reaching a larger audience with your messages.
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Positioning Your AMC to Maximize Social Media
• Be current with the technology and social media tools
• Have Policies in place for usage• Risk Management• More Work = More Revenue
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Introducing Social Media to Clients
• Social Media is part of the overall marketing plan
• Utilize a volunteer champion from within the association to “sell” the initiative to the Board.
• Focus on metrics and ROI.
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Social Media Communities…The Value to Associations
• Not new…Yahoo Groups, Google Groups, Bulleting Boards, Listservs
• Strengthening the affinity with the association.– Members want to be and be associated with
thought leaders.
• Inherent risk.
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Professional vs. Personal use of Social Media
• Be careful of who or what you connect to your personal account vs. a business account.– Fan pages vs. personal accounts
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Social Media Platforms
• MySpace• Facebook• LinkedIn• Blogs• Twitter• YouTube
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Twitter Tools• CoTweet (www.cotweet.com)• TweetChat (www.tweetchat.com)• HootSuite (www.hootsuite.com)• TweeetDeck (www.tweetdeck.com)• TweetLater (www.tweetlater.com)• TweetStats (www.tweetstats.com)• Twilert (www.twilert.com)• TwitterBeeps (www.twitterbeeps.com)• SocialMention (www.socialmention.com)
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Other Low-Cost, Effective Tools/Websites
• Delicious (www.delicious.com)• Xmarks (www.xmarks.com)• NING (www.ning.com)• Ping (www.ping.fm)• Stumbleupon (www.socialmention.com)• Tweetadder (www.tweetadder.com)• Dropbox (www.dropbox.com)• SocialOomph (www.socialoommph.com)• Socialfish (www.socialfish.org)• NTEN (www.nten.org)
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User-generated content
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What’s Social Media Good For?
1. Listening
2. Building Relationships
3. Building Community
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Listening
1. Brand Monitoring
2. Finding relevant topics
3. Finding relevant talkers
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Listening: Keywords•Organization name
•Organization url
•Execs/personalities/key people
•Other similar or competing orgs
•Programs/products you sell
•Industry terms
•Special events you're running
•Causes you support
•Campaigns you're managing
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4 Free Listening Tools
Google Alerts
Tweet Beep
BackType
Social Mention
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http://www.google.com/alerts
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http://www.tweetbeep.com
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http://www.backtype.com
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http://www.socialmention.com
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Alerts to RSS
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RSS in Plain English
www.commoncraft.com
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Building Relationships
1. Be yourself
2. Tell your stories
3. Find your social objects
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Basic Tools
Blogs
Facebook/Linked In
YouTube
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Social Media ROI• How do you measure
return on investment for social media?
• How to set objectives to determine ROI?
• What are other AMCs and AMC clients doing?
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http://www.youtube.com/watch?v=ypmfs3z8esI
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Measuring ROI
Net Gain (increased revenue &/or decreased costs) - Investment (time & resources)
Investment= ROI %
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Measuring ROIPLAN FIRST• Set Goals• Determine Metrics• Strategy• Tactics
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What others are doing to measure ROI
• Google Analytics• Google News Alerts• New Business Leads• Followers & Fans
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Q&AWhat do you want to learn? Survey’s Top Question Area Topics were:
– Social Media Strategy– AMC “issues” with Social Media– Measurement / ROI
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Hands-on Plans3:45 – 4:15 Blogging (Jamie) LinkedIn (Jim) Twitter (Steve) Facebook (Brian)
4:20 – 4:50 Facebook (Brian) Google News Alerts (Steve) LinkedIn (Jim) Twitter (Jamie)