ALISON BILLINGS KATHERINE BLACK MOLLY DONAHUE SARAH SMITH ELENI VANRODEN The Alamance County Area Chamber of Commerce.

ALISON BILLINGS

KATHERINE BLACK

MOLLY DONAHUE

SARAH SMITH

ELENI VANRODEN

The Alamance County Area Chamber of Commerce

Here’s why the Chamber should be…

INVOLVED

Overview

ProblemResearchCampaign Plan, Goals, and ObjectivesStrategy and TacticsTimetable and BudgetEvaluationPitch

Problem Goals

Chamber members see less value in their membership

Members feel less connected

Chamber must improve its position among other local chambers

To implement a social media campaign incorporating the Chamber’s Carolina Corridor brand

Improve networking and professional business practices

What the Chamber is seeking…

Research Questions

1. What forms of social media do you use on a regular basis?

2. Would social media enhance Chamber-to-member communication as well as member-to-member communication?

3. Do members feel connected with the Chamber?

4. Are members actively involved with the Chamber?

5. Do members value their Chamber membership?

6. Do members use the services provided by the Chamber?

Research Methods

Primary Method Quantitative survey

Supplemental Methods In-depth interviews General social media

research In-depth research on the

Chamber

SurveyMonkey

Research Findings

I feel like the Chamber should be offering more benefits to its members.

10%

25%

50%

15%

Chamber Offerings

Strongly Agree Agree

Neither Disagree

Research Findings

45%

50%

5%

Member Communication

Strongly Agree Agree Neither

It would be beneficial to my business if I could easily communicate with other members from the Chamber.

Research Findings

5%

20%

35%

40%

Website Visits

Strongly Agree Agree Neither

Disagree

I visit the Chamber’s website weekly.

Research Findings

Linked

In

Blogg

ing

Discuss

ion B

oards

Faceb

ook

YouTube

Twitter

RSS Fee

dsOth

er012345678

2

3.22

1.9

3.89

5.4 5.5 5.38

7.22

Social Media Technologies

Social Media Technologies

Social Media

Res

pon

se A

vera

geWhich of the following forms of social media technologies would you like to see the Chamber use to reach out to its members.

Research Findings

41%

35%

18%

6%

Effective Social Networking

Agree Neither

Disagree Strongly Disagree

I believe social networking sites are an effective way for businesses to connect.

Research Findings

35%

53%

6%6%

Chamber Social Networking Site

Agree Neither Disagree

Srongly Disagree

I believe my business would benefit from a Chamber social networking site.

Research Findings

Based on the response to our quantitative survey, it is clear that implementing social media would add value to Chamber memberships.

Limitations & Future Research

LimitationsSurvey design and distribution

Future ResearchMore in-depth research with larger-scale surveyBetter construction of questionsSurvey availability Qualitative and quantitative methods

Overall Plan

To create an effective social media campaign that involves members and incorporates the Chamber’s current brand and ideals.

Goals

To maximize ways to foster communication with its members

To enable members to network with each other in a more technological and modern manner

To promote and integrate social media use between the Chamber and its members

To foster faster and more effective communication

To provide value add to members

Objectives

To engage at least 25 percent of the Chamber membership base in social media tactics

To enhance communication among members through social media tactics

To boost Chamber standing among competing Chambers

To increase the Chamber’s overall membership

Strategies

Enhance communication

Better utilize social media

Engage members for network and business purposes

Create an effective and professional launch for social media

Educate members

Tactics

Four Phases

1. Public Relations

2. Media Traditional and Non-Traditional

3. Rewards

4. Social Media

Tactics: Public Relations Phase

Promotion of Chamber and “Are You In?” Campaign

Kick-off event

Themed information sessions

Business before and after hours

Traditional Non-Traditional

Teaser advertisementsOnline advertisementPress releasePublic Service

AnnouncementFact Sheet

“Are You In?” eventsStickers and Bumper

StickersMonthly information

sessionsBuzz/word of mouth

Tactics: Media Phase

Stickers and Bumper Stickers

Tactics: Rewards Phase

Member connection contestsIncentives

Networking Tangible Prizes

Portfolio/Laptop bag Mouse Pad

Portfolio/Laptop bag Mouse pad

Rewards

Tactics: Social Media Phase

Members Only Page Discussion Board How-To YouTube video LinkedIn Facebook Twitter Word Press blog Events Calendar Personal Business profiles and list of all Chamber

members

Members Only Page

Discussion Board

Examples of Topics

What is your business doing to stay afloat during the country’s economic downturn?

How have you incorporated social media into your business efforts?

LinkedIn: Chamber Group

LinkedIn: Campaign Group

Facebook: Chamber Group

Facebook: Campaign Group

Twitter

WordPress Blog

Budget: Traditional Media

Teaser Advertisements: Rates provided by the Burlington-Times News:

Sundays: $210.20 x 7 weeks = $1,471.40 Mondays: $207.20 x 7 weeks = $1,450.40

Online Advertisements: $0Press Release: $0Public Service Announcements: $0Fact Sheet: $0

Budget: Non-Traditional Media

“Are You In?” Events: 3 events x $250 per event = $750

Stickers/Bumper Stickers: 800 Oval Bumper Stickers at $80.99 per package of

50 = $1,295.84

Member-Only Information Sessions: $0

BUZZ: $0

Budget: Rewards

Computer Bags: 25 bags at $26.23 = $655.75

Mouse Pads: 200 at $3.78 each = $756

Budget: Social Media

Members Only Page Including Discussion Board and Member-to-Member

Calendar: $5,000

Budget: Members Only Page Offerings

Blogging: $0

Facebook: $0

LinkedIn: $0

Twitter: $0

YouTube: $0

Total Budget

Estimated Budget Total

$11,379.39

Timetable

September 14, 2009: Kick-off event

Four themed Members-Only information sessions

Two Business After-Hours Events

Media pitching and release schedule

February 15, 2010: Six-month evaluation

Calendar

Evaluation Criteria

Determine whether at least 25 percent of membership base is involved in social media tactics provided by the Chamber

Engage

Educate

Inform

Evaluation Methods

Website hits

Media monitoring and clippings

Headcounts and distribution quantities

Individualized evaluation

OUR PITCH…