2010 ASAE Technology Conference Social Media for the Time-Strapped Association Wednesday, December 15, 2010 #techte1 CONTENT LEADERS: Larry Himelfarb, American Nurses Association Jessica Ek, American Nurses Association Frank Klassen, Syscom Services
Let’s Get Started! What we will cover today…. Introductions: Jessica Ek, American Nurses Association Frank Klassen, Syscom Services Larry Himelfarb, American Nurses Association We welcome your questions and participation Twitter tag #tech10 te1
Let’s Get Social Convincing yourself and your leadership to take the plunge Committing the resources What are your goals/return on investment Increased & expanded awareness/buzz/sales Customer/member loyalty Personalization & engagement & listening Opportunity to mobilize a connected army of ___ Meeting or beating the competition
Lessons Learned Make strategic choices and understand level of effort Go where your natural audience may be Start with low-risk solutions Facilitate viral sharing on website and electronic communications Encourage engagement/participation but be ready to monitor and respond carefully Measure and evaluate—what are you measuring? Create staff guidelines and provide training
Getting Started Listen to conversation before participating Concentrate on one channel at a time Link accounts via RSS feed to maximize reach without increasing resources Create a social media plan Have a point person for monitoring comments Create a framework for action Recommend privacy settings
Facebook Pros: Easy medium for conversation, popular site Cons: Needs monitoring and upkeep, conversations can go awry Best Use: Creating a community, Increase membership Is it worth it?
Twitter Pros: Quick, Easy for broadcasting message, viral potential Cons: Not as many users as FB, takes some time to monitor Best Use: Customer Service Is it worth it?
LinkedIn Pros: Easy to post jobs and news, not as much time to monitor, RSS feed Cons: Infrequent visits, company news hard to distinguish Best Use: Career Resource Is it worth it?
YouTube Pros: Multimedia, Ability to go viral Cons: Video production time Best Use: Put a face on association, User videos Is it worth it?
Social Bookmarking Pros: Can reach new audiences, Can target based on interest Cons: Unpredictable results Best Use: Bringing attention to a new campaign or a popular resource Is it worth it?
Wikipedia Pros: Reaches many people, no comments to moderate Cons: Conflict of Interest to edit your own page, “no follow” links Best Use: You can add value to an article talking about a topic you are experts in Is it worth it?
ANA Nurse Space Pros: More control, Member benefit Cons: Not a site people are already on Best Use: Learning community Is it worth it?
HCR Case Study Facebook Debunking myths Giving advocates a voice Gathering frontline stories about the health care system Twitter Live Tweets from hearings and events YouTube Highlighting nurses discussing why health care reform matters to them
HCR Results Raising Awareness Reaching followers Facebook – started with 568 fans ended with 10,431 Twitter – started with 46 followers ended with 1,292 YouTube – 2,036 views of health care reform videos Traffic Back Facebook - 1,000+ visitors per month during the height of the hcr debate Twitter – Between 60 and 90 visitors per month YouTube – only a few visitors came from YouTube to the ANA website each month Sparking Discussion on Facebook 44 ANA posts with 2546 user interactions 148 user posts with 581 user interactions Recruiting Advocates 1,089 accessed resources, including downloading pdfs and watching videos 632 took action, including sharing HCR stories and emailing congress people Social media helped ANA get 4,000 signatures on a HCR petition in only 48 hours
HCR Lessons What Worked Gained followers we have kept to this day Shared excitement with nurses about being at the table for this historic discussion Gave an outlet for negative feedback What We Would Have Done Differently Stronger comment policy in place Gather feedback prior to announcement Quicker response to correct misinformation
What’s Next for ANA Re-Launched ANANurseSpace Integrate Social Media and NursingWorld for a more engaging user experience
Social Media and Your Website Which types of social media does your organization officially use? -- From Marketing General Inc. 2010 Membership Marketing Benchmarking Report
Social Media and Your Website What is your primary reason for using social networks for professional purposes? -- AMA Social Media Survey, 2009