Social Media for the Time-Strapped Association

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  • 1,350 people have come from Facebook into the join process.
  • Wikipedia is the social media site that brings the most traffic to our site, with an average of 900 visitors per month.
  • Recruiting Advocates In Total (Social Media and Other Sources):Petition – 4,000 Signatures in 48 Hours3,089 Stories Shared4,778 Emails Sent to Congress
  • Today we have over 23,000 followers on Facebook and over 3,000 between our 4 Twitter accounts.
  • I’ll gather some more of these…
  • I’ll gather some more of these…
  • I’ll gather some more of these…
  • How many people have these on their web sites?How many people still have a “hit counter” display on their web sites?
  • Start a conversation with the audience…
  • Social Media for the Time-Strapped Association

    1. 1. 2010 ASAE Technology Conference<br />Social Media for the Time-Strapped Association<br />Wednesday, December 15, 2010<br />#techte1<br />CONTENT LEADERS:<br />Larry Himelfarb, American Nurses Association<br />Jessica Ek, American Nurses Association<br />Frank Klassen, Syscom Services<br />
    2. 2. Let’s Get Started!<br />What we will cover today….<br />Introductions:<br />Jessica Ek, American Nurses Association<br />Frank Klassen, Syscom Services<br />Larry Himelfarb, American Nurses Association<br />We welcome your questions and participation<br />Twitter tag #tech10 te1<br />
    3. 3. Let’s Get Social<br />Convincing yourself and your leadership to take the plunge<br />Committing the resources<br />What are your goals/return on investment<br />Increased & expanded awareness/buzz/sales<br />Customer/member loyalty<br />Personalization & engagement & listening<br />Opportunity to mobilize a connected army of ___<br />Meeting or beating the competition<br />
    4. 4. Lessons Learned<br />Make strategic choices and understand level of effort<br />Go where your natural audience may be<br />Start with low-risk solutions <br />Facilitate viral sharing on website and electronic communications<br />Encourage engagement/participation but be ready to monitor and respond carefully<br />Measure and evaluate—what are you measuring?<br />Create staff guidelines and provide training<br />
    5. 5. Objectives and Resources<br />
    6. 6. Getting Started<br />Listen to conversation before participating<br />Concentrate on one channel at a time<br />Link accounts via RSS feed to maximize reach without increasing resources<br />Create a social media plan <br />Have a point person for monitoring comments<br />Create a framework for action<br />Recommend privacy settings<br />
    7. 7. Follow Your Members<br />
    8. 8. Facebook<br />Pros: Easy medium for conversation, popular site<br />Cons: Needs monitoring and upkeep, conversations can go awry<br />Best Use: Creating a community, Increase membership<br />Is it worth it? <br />
    9. 9. Twitter<br />Pros: Quick, Easy for broadcasting message, viral potential<br />Cons: Not as many users as FB, takes some time to monitor<br />Best Use: Customer Service<br />Is it worth it?<br />
    10. 10. LinkedIn<br />Pros: Easy to post jobs and news, not as much time to monitor, RSS feed<br />Cons: Infrequent visits, company news hard to distinguish<br />Best Use: Career Resource<br />Is it worth it?<br />
    11. 11. YouTube<br />Pros: Multimedia, Ability to go viral<br />Cons: Video production time<br />Best Use: Put a face on association, User videos<br />Is it worth it?<br />
    12. 12. Social Bookmarking<br />Pros: Can reach new audiences, Can target based on interest<br />Cons: Unpredictable results<br />Best Use: Bringing attention to a new campaign or a popular resource<br />Is it worth it?<br />
    13. 13. Wikipedia<br />Pros: Reaches many people, no comments to moderate<br />Cons: Conflict of Interest to edit your own page, “no follow” links<br />Best Use: You can add value to an article talking about a topic you are experts in<br />Is it worth it? <br />
    14. 14. ANA Nurse Space<br />Pros: More control, Member benefit<br />Cons: Not a site people are already on <br />Best Use: Learning community<br />Is it worth it?<br />
    15. 15. HCR Case Study<br />Facebook<br />Debunking myths<br />Giving advocates a voice<br />Gathering frontline stories about the health care system<br />Twitter<br />Live Tweets from hearings and events<br />YouTube<br />Highlighting nurses discussing why health care reform matters to them<br />
    16. 16. HCR Results<br />Raising Awareness<br />Reaching followers<br />Facebook – started with 568 fans ended with 10,431<br />Twitter – started with 46 followers ended with 1,292<br />YouTube – 2,036 views of health care reform videos<br />Traffic Back<br />Facebook - 1,000+ visitors per month during the height of the hcr debate<br />Twitter – Between 60 and 90 visitors per month<br />YouTube – only a few visitors came from YouTube to the ANA website each month<br />Sparking Discussion on Facebook<br />44 ANA posts with 2546 user interactions<br />148 user posts with 581 user interactions<br />Recruiting Advocates<br />1,089 accessed resources, including downloading pdfs and watching videos<br />632 took action, including sharing HCR stories and emailing congress people<br />Social media helped ANA get 4,000 signatures on a HCR petition in only 48 hours<br />
    17. 17. HCR Lessons<br />What Worked<br />Gained followers we have kept to this day<br />Shared excitement with nurses about being at the table for this historic discussion<br />Gave an outlet for negative feedback<br />What We Would Have Done Differently<br />Stronger comment policy in place<br />Gather feedback prior to announcement<br />Quicker response to correct misinformation<br />
    18. 18. What’s Next for ANA<br />Re-Launched ANANurseSpace<br />Integrate Social Media and NursingWorld for a more engaging user experience<br />
    19. 19. Social Media and Your Website<br />Which types of social media does your organization officially use?<br />-- From Marketing General Inc. 2010 Membership Marketing Benchmarking Report<br />
    20. 20. Social Media and Your Website<br />What is your primary reason for using social networks for professional purposes?<br />-- AMA Social Media Survey, 2009<br />
    21. 21. Social Media and Your Website<br /><ul><li>More than 50% of the active users logon to Facebook daily and more than 35 million update their status daily. -- Facebook Statistics 
    22. 22. 41% of Facebook users promote product fan pages. -- eMarketer & Morpace
    23. 23. 37% of Facebook users join fan pages for discounts and coupons. -- eMarketer & Morpace
    24. 24. Two-thirds of Facebook users are more likely to purchase a product or visit a retailer based on a Facebook friend referral. -- eMarketer & Morpace</li></li></ul><li>Social Media and Your Website<br /><ul><li>Reaching 0ut
    25. 25. Add This, Share this, Facebook, Twitter, etc.
    26. 26. Like/Recommend
    27. 27. Tracking Metrics
    28. 28. Gathering In
    29. 29. Showing activity, friends, messages, etc.
    30. 30. Public Social Networks
    31. 31. Private Social Networks
    32. 32. Using The Social Information to Drive “Business” (It’s not about YOU, it’s about ME)
    33. 33. Integrating information from Facebook into a dynamic, personal presentation</li></li></ul><li>Social Media and Your Website<br />
    34. 34. Social Media and Your Website<br />
    35. 35. Social Media and Your Website<br />Social Media and Your Website<br />
    36. 36. Social Media and Your Website<br />
    37. 37. Social Media and Your Website<br /><ul><li>Reaching 0ut
    38. 38. Add This, Share this, Facebook, Twitter, etc.
    39. 39. Like/Recommend
    40. 40. Tracking Metrics
    41. 41. Gathering In
    42. 42. Showing activity, friends, messages, etc.
    43. 43. Public Social Networks
    44. 44. Private Social Networks
    45. 45. Using The Social Information to Drive “Business” (It’s not about YOU, it’s about ME)
    46. 46. Integrating information from Facebook into a dynamic, personal presentation</li></li></ul><li>Social Media and Your Website<br />
    47. 47. Social Media and Your Website<br /><ul><li>Reaching 0ut
    48. 48. Add This, Share this, Facebook, Twitter, etc.
    49. 49. Like/Recommend
    50. 50. Tracking Metrics
    51. 51. Gathering In
    52. 52. Showing activity, friends, messages, etc.
    53. 53. Public Social Networks
    54. 54. Private Social Networks
    55. 55. Using The Social Information to Drive “Business” (It’s not about YOU, it’s about ME)
    56. 56. Integrating information from Facebook into a dynamic, personal presentation</li></li></ul><li>Social Media and Your Website<br />
    57. 57. Social Media and Your Website<br />
    58. 58. Social Media and Your Website<br />
    59. 59. Social Media and Your Website<br />
    60. 60. Social Media and Your Website<br /> Best Practices<br /><ul><li>Connecting…
    61. 61. Put it on every page
    62. 62. Make it easy to use
    63. 63. Don’t show “counts”
    64. 64. Displaying (Enticing)…
    65. 65. Creating a “community”
    66. 66. Creating a “Social environment”
    67. 67. Personalizing…
    68. 68. Scary – but powerful
    69. 69. The User controls the experience (Opt-in and/or Out)
    70. 70. Facebook
    71. 71. LinkedIn
    72. 72. Others</li></li></ul><li>Social Media and Your Website<br /><ul><li>What are YOU Doing with your Web site?</li></li></ul><li>Questions<br />Larry Himelfarb<br />Larry.himelfarb@ana.org<br />Jessica Ek<br />Jessica.ek@ana.org<br />Frank Klassen<br />Frank@syscomservices.com<br />

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