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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 Presentation Transcript

  • 1. 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
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. Objectives and Resources
  • 6. 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
  • 7. Follow Your Members
  • 8. 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?
  • 9. 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?
  • 10. 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?
  • 11. YouTube
    Pros: Multimedia, Ability to go viral
    Cons: Video production time
    Best Use: Put a face on association, User videos
    Is it worth it?
  • 12. 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?
  • 13. 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?
  • 14. ANA Nurse Space
    Pros: More control, Member benefit
    Cons: Not a site people are already on
    Best Use: Learning community
    Is it worth it?
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. What’s Next for ANA
    Re-Launched ANANurseSpace
    Integrate Social Media and NursingWorld for a more engaging user experience
  • 19. Social Media and Your Website
    Which types of social media does your organization officially use?
    -- From Marketing General Inc. 2010 Membership Marketing Benchmarking Report
  • 20. Social Media and Your Website
    What is your primary reason for using social networks for professional purposes?
    -- AMA Social Media Survey, 2009
  • 21. Social Media and Your Website
    • More than 50% of the active users logon to Facebook daily and more than 35 million update their status daily. -- Facebook Statistics 
    • 22. 41% of Facebook users promote product fan pages. -- eMarketer & Morpace
    • 23. 37% of Facebook users join fan pages for discounts and coupons. -- eMarketer & Morpace
    • 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
  • Social Media and Your Website
    • Reaching 0ut
    • 25. Add This, Share this, Facebook, Twitter, etc.
    • 26. Like/Recommend
    • 27. Tracking Metrics
    • 28. Gathering In
    • 29. Showing activity, friends, messages, etc.
    • 30. Public Social Networks
    • 31. Private Social Networks
    • 32. Using The Social Information to Drive “Business” (It’s not about YOU, it’s about ME)
    • 33. Integrating information from Facebook into a dynamic, personal presentation
  • Social Media and Your Website
  • 34. Social Media and Your Website
  • 35. Social Media and Your Website
    Social Media and Your Website
  • 36. Social Media and Your Website
  • 37. Social Media and Your Website
    • Reaching 0ut
    • 38. Add This, Share this, Facebook, Twitter, etc.
    • 39. Like/Recommend
    • 40. Tracking Metrics
    • 41. Gathering In
    • 42. Showing activity, friends, messages, etc.
    • 43. Public Social Networks
    • 44. Private Social Networks
    • 45. Using The Social Information to Drive “Business” (It’s not about YOU, it’s about ME)
    • 46. Integrating information from Facebook into a dynamic, personal presentation
  • Social Media and Your Website
  • 47. Social Media and Your Website
    • Reaching 0ut
    • 48. Add This, Share this, Facebook, Twitter, etc.
    • 49. Like/Recommend
    • 50. Tracking Metrics
    • 51. Gathering In
    • 52. Showing activity, friends, messages, etc.
    • 53. Public Social Networks
    • 54. Private Social Networks
    • 55. Using The Social Information to Drive “Business” (It’s not about YOU, it’s about ME)
    • 56. Integrating information from Facebook into a dynamic, personal presentation
  • Social Media and Your Website
  • 57. Social Media and Your Website
  • 58. Social Media and Your Website
  • 59. Social Media and Your Website
  • 60. Social Media and Your Website
    Best Practices
    • Connecting…
    • 61. Put it on every page
    • 62. Make it easy to use
    • 63. Don’t show “counts”
    • 64. Displaying (Enticing)…
    • 65. Creating a “community”
    • 66. Creating a “Social environment”
    • 67. Personalizing…
    • 68. Scary – but powerful
    • 69. The User controls the experience (Opt-in and/or Out)
    • 70. Facebook
    • 71. LinkedIn
    • 72. Others
  • Social Media and Your Website
    • What are YOU Doing with your Web site?
  • Questions
    Larry Himelfarb
    Larry.himelfarb@ana.org
    Jessica Ek
    Jessica.ek@ana.org
    Frank Klassen
    Frank@syscomservices.com