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

AGENDA

PART 1

• Statistics - association social media

• Challenges for marketers

• How Social CRM can help

• Some examples

PART 2

• Questions submitted in advance

PART 3

• Open Q&A

POLL: 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 (NOV 2012)

Source: The Realtime Report

ASSOCIATION SOCIAL MEDIA SURVEYCollaboration of: Association Trends Qrisp Research

BENCHMARKING RESULTS

Report provides group averages that allow associations to compare activity against peers:

Large National Associations Medium National Associations Small National Associations Large Regional Associations Small Regional Associations

METHODOLOGY

330 associations selected from among 15,000 associations included in Association Trends’ association directories.

Selected associations in five broad categories: National > 100 staff (all) National 10 to 100 staff National < 10 staff Regional > 100 staff Regional < 100 staff

METHODOLOGY (CONTINUED)

Facebook, Twitter, YouTube

Identified primary account for each organization

Compiled publicly available information: Facebook: Likes, Talking About, and Were Here data YouTube: Channel Views, Upload Views, Subscribers data Twitter: Tweets, Following, Followers, Listed data

ADOPTION BY SUBJECT MATTER

0%10%20%30%40%50%60%70%80%90%

100%

Facebook Twitter YouTube

ADOPTION BY MEMBER TYPE

OVERALL ADOPTION

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 Survey 2012 by Awareness concludes:

There is misalignment between Business Objectives, Measurement Methodologies and Social Marketing Investment

• Biggest challenge – 57% of marketers say it’s MEASURING ROI

• 50% want tighter integration between social and the rest of marketing and overall business

• 54% do not have an allocated budget for social marketing

POLL QUESTION: 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

• Other

CAN SOCIAL CRM HELP?

“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)

WHITE PAPERS

04/18

/2023

www.socialfish.org/whitepaper

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.

STEP 1: START CHANGING THE CONVERSATION

Away from social media (Facebook, LinkedIn, Twitter)

To Social CRM (social data applied to membership management)

SO HOW DO WE START?

STEP 2 – IDENTIFY MARKETING GOALS

Recruit Member

s

Retain Member

s

Serve Member

s

Outreach

SALES/PROMOTION EXAMPLE

SALES/PROMOTION EXAMPLE

RETENTION EXAMPLE

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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

04/18

/2023

INFLUENCE SCORING EXAMPLE

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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

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.

SUBMITTED QUESTIONS – GETTING STARTED

TYPE OF ORGANIZATION

• How effective is social media for small associations?

• How do you leverage social media when your organization is a global one?

SUBMITTED QUESTIONS – GETTING STARTED

GOALS

• How do we measure success?

• What do you think is the most effective social media tool we have for societies?

• What tips would you provide for efficiently using social media in conjunction with the Society’s website?

• How do we choose between Twitter/Facebook/LinkedIn?

• How do we reach our target audience on social media?

SUBMITTED QUESTIONS – GETTING STARTED

ENGAGEMENT TACTICS

• Tips on how to make social media posts more visually interesting?

• What is the best way to encourage members to join your social network?

• What's the best way to get your followers interacting on your Facebook or LinkedIn page?

SUBMITTED QUESTIONS – GETTING STARTED

INFRASTRUCTURE

• How much time does one realistically have to be prepared to invest (per day or per week)?

• Who do you recommend is responsible for a journal's social media presence: Editors/Editorial Staff/Society staff? What expertise is needed?

• What tools to manage multiple departments on multiple social media networks?

SUBMITTED QUESTIONS - INTERMEDIATE

RECRUITMENT

• How can you use social media for membership recruitment of the younger generation?

• How does social media help to acquire extremely busy people?

• How do you directly recruit non-members using social media?

• What are the things an Association can offer to attract memberships through the web (discounts, etc)

• What are some strategies for turning 'followers' into members?

• What are the most effective social media marketing campaigns/tactics for conferences?

SUBMITTED QUESTIONS - INTERMEDIATE

MEASUREMENT

• What is the baseline social-media presence needed to get your program going?

• What are the benchmarks for and measures of success with social media outreach?

• How to increase the scope of your social media platforms?

• How can we best track how many members joined through social media campaigns?

SUBMITTED QUESTIONS - ADVANCED

• When is it NOT worth implementing social media?

RESOURCES

• 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]

QUESTIONS?

THANK YOUMaddie Grant, CAE

Twitter: @maddiegrant

[email protected]

www.sociafish.org