Aenc tech 20.12 social media marni blythePresentation Transcript
“Over the Social Media Rainbow,Social Media for Today’s Association.” Marni Blythe 4.20.12
Agenda A little about me The climate of social media media today The science of social media Marketing yesterday and today So who cares? Why be excited? What your industry thinks Disciplined approach to integrating social into a marketing strategy Measures of digital ROI LinkedIn demonstration Survey
MeMarni at 4 years old
“Social Media marketing makes me feel overwhelmed!” “Let me help you!” Do you… •Know where to start? •Have the right tools? •Have enough resources to measure? •Feel afraid what the data will show? •Have a strategic marketing plan?
“If you’ve read about social media or have been to any marketing conferences you’ve probably heard tons of advice like, “love your customers,” “engage in the conversation,” be yourself and make friends. We call this ‘unicorns and rainbows’ advice. Sure, it sounds good and it probably makes you feel all warm and fuzzy but it’s not actually based on anything more substantial then “truthiness” and guess work.”Dan Zarella. Zarella’s Hierarchy ofContagiousness
“One of the most important things about the web is the nearlyevery interaction can be measured and observed in aggregates of tens and hundreds of millions.” Dan Zarella. Zarella’s Higherarchy of Contagiousness
“To scientists, success in using social media is something you caniterate on, plan for and learn from. Things that work can beanalyzed to produce repeatable, dependable results.” Dan Zarella. Zarella’s Higherarchy of Contagiousness
How it used to be…how it is nowOLD SCHOOL MARKETING NEW WORLD ORDER
So who is active in social media?
Social networking usage“People over the age of 55 are thefastest growing group joiningFacebook, according to researchfrom Nielsen.”
Why are businesses excited? “Changes since the 2011 study: Lead generation increased 7% from our 2011 study to 58% this year.”Source: 2012 SOCIAL MEDIA MARKETING INDUSTRY REPORT. How Marketers Are Using Social Media to Grow Their Businesses. Social Media Examiner
What does the Association industry say? “The technology imperative is not going away. It is going toincrease in importance. And while associations can’t go back and undo the damage that has been done by being slow to adapt, they can move decisively to regain lost ground. The clock is ticking.” Harrison Coerver and Mary Byers, CAE The Center for Association Leadership Race For Relevance
Decisive strategic planning equals resultsRandom social media tool selection equals =
There is a disciplined marketing approach for your associationthat you can take that builds a solid foundation that will yield measureable results using digital marketing tools.
3 step processStep 1 Step 2 Step 3
Step 1: Discovery DiscoveryBackground & Foundational Interview Internal Development of AssociationReview of your Association. Key Stakeholders. and Member Goals and Objectives. Executive Director, Board Fact based evaluation Prioritization based upon Members, Marketing of your current situation. need, time and budget resources. Manager, Operations.
Step 2: Exploration Exploration Assess Member Explore Budget Review of Current Situation Motivation, Parameters, Versus Desired Outcomes. Market & Competition. Timeline and Tactics.Some tools you can use include:•SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats•Brand Assessment – “As is” brand versus the "to be brand" with the corresponding: o Attributes o Personalities o Core values o Brand essence•Research – What’s important and what do members value
Step 3: Integration IntegrationDevelop Marketing Plan From the Measurement and Results Information Gathered During Tools Selection. Methodology.Discovery and Exploration Stages.
Some measures of digital ROI Digital PROverall •Procurement of press visits•Conversation Rate = # of Audience •Retweets by respected professionals/newsComments (or Replies) Per Post •Mentions•Amplification BlogsTwitter: Amplification = # of Retweets •Unique visitorsPer Tweet •Page viewsFacebook and Google+: Amplification= # of Shares Per Post KloutOn a blog or YouTube: Amplification = •Klout score – ability to amplify and influence# of Share Clicks Per Post (or Video)•Click through rate•Lead creation•Conversion studies
Front Row Communications, LLC: • Comprises 40 years and three generations of experience in research, branding and digital customer engagement. • Was formed to give brands access to best-in-class professional services more efficiently and effectively than conventional agencies can possibly provide. Services include: • Comprehensive Strategic Digital Marketing Solutions • Integrated Marketing Education • Quantitative and Qualitative Market Research • Branding and Corporate Identity • High Performance Value & Measurable Results
Conclusion No need to feel overwhelmed Social media creates measurable results The clock is ticking time to take action Disciplined approach is the way to go LinkedIn is a great tool Survey – (2) complimentary brand assessments • “As is” brand versus the "to be brand" with the corresponding: − Attributes. − Personalities. − Core values. − Brand essence.
Thank you! Thank you for the gift of your time today! Education & Value Are Our Best Marketing Tool. How can we help you?Marni BlythePartner at Front Row Communications • Please link in with me! • Linkedin.com/in/marniblythe • Twitter: marniblythenc • 646-413-4872