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Social Media Strategy for Retention and Sales
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Social Media Strategy for Retention and Sales

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From a webinar I did with WebLink in the fall of 2013.

From a webinar I did with WebLink in the fall of 2013.

Published in: Business, News & Politics
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  • 1. Webinar agenda • Creating a strategy • Specific steps • Ideas for posting • Examples • Monitoring • ROI • Summary Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 2. About Me • Curt Moss, Senior Product Marketing Manager @ WebLink • 12 years at memberbased orgs – Las Vegas Chamber of Commerce – Chapter of National Safety Council • 7 years @ WebLink linkedin.com/in/curtmoss linkedin.com/company/weblink-international – Faculty for W.A.C.E. – Present at association and chamber conferences Social Media Strategy to Increase Member Sales & Retention #WebLink #WebLink © WebLink International
  • 3. About WebLink • SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations • Established in 1996, 60 Employees, based in Indianapolis, IN • 94% Customer Retention Rate • Based in Indianapolis, Indiana • 94% Customer Retention Rate Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 4. About WebLink • Membership Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 5. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 6. WebLink Websites • Responsive website design • Automatically adjusts for any screen • Fully integrated database & website Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 7. About WebLink • iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 8. WebLink Blog Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 9. Our next webinar: October 31, 2:00 pm EDT 5 Mistakes That Haunt Associations When Using Their Membership Database weblinkinternational.com/haunt Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 10. Do you have a social media strategy and content calendar? We have a strategy and a content calendar 15% We don’t use social media 9% We have a strategy but don’t always follow through 17% We utilize social media but don’t have a strategy 59% Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 11. Do you store your members’ social media pages and profiles in your membership management software? We have social media profile data stored for MOST members. 9% We have social media profile data stored for a FEW members. 16% Unsure 26% We don’t have that feature in our system 49% Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 12. Which social media network have you found to be most effective in connecting with members? I'm not sure/other 30% Facebook 49% Twitter 9% LinkedIn 12% Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 13. Have you acquired a new member via your use of social media? Yes 25% I’m not sure how we could tell 50% No 25% Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 14. Strategy
  • 15. What makes up a strategy? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 16. Goal Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 17. Plan Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 18. Action Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 19. Measurement Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 20. Evaluation & Analysis Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 21. Social Media = Communications Tool
  • 22. What is your strategy for... • Newsletter • Events • Email • Website • Blog • Mailers Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 23. Relevant & Useful Information... • Business issues • Government advocacy efforts • Organizational programs • Benefits • Events • Educational or community topics Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 24. Use Social Media for the same things! (and more)
  • 25. Social Media is about...
  • 26. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 27. Goal Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 28. What are your social media goals? Can you answer in 15 words or fewer? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 29. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 30. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 31. Social Media Goals • Gain new members • Improve retention • Increase event attendance • Exposure for members • Connect businesses • Extend reach • Expand influence • What else? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 32. Plan Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 33. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 34. Let’s give them something to TALK about
  • 35. How often does your email marketing message get forwarded to a subscriber’s entire address book?
  • 36. Add share buttons from Facebook, Twitter, LinkedIn Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 37. Who do they believe? • Consumers trust recommendations from friends and colleagues over advertising • The “social graph” is becoming more important to companies’ marketing efforts Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 38. Action Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 39. Listen, then talk Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 40. Respond Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 41. Tell, Don’t Sell Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 42. Just Be You Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 43. Give Stuff Away Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 44. Admit Your Mistakes Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 45. Be Grateful Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 46. Provide Support Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 47. Get them to tell THEIR story (through YOU)
  • 48. What can you post? • “How I got the business” • Write blog posts for you • How issues affect them, both positive and negative (with organizational spin) • Tag them • Mention them • Promote them • Encourage others to reply, respond, retweet Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 49. ASK them to post after/about... • • • • • • • • Joining Events Awards Certifications Ribbon cuttings Major business issues Community topics Tie to your organization whenever possible Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 50. Ask for referrals • “Do you know any businesses that should join our organization?” • Track in your membership management software • Reward them if the business joins • Thank them via social media Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 51. Catch them promoting you… • Other businesses, especially members! • Ask them to mention your organization, events and programs • Reward them? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 52. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 53. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 54. Yes, your members WANT to know what you’re doing for them and the business community you serve!
  • 55. What you’re doing... • Business issues • Government advocacy efforts • Member programs • Discounts & affinity programs • Events • Community & business topics • Leading • (fun) Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 56. Engaging your tweeps • Reply to them • Retweet them • Ask questions • Post useful information • Include links! • Include photos! Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 57. Things to avoid • Posting same things everyday • Not following back (for local tweeps) • Not replying (one way communications) • Inappropriate posts Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 58. Make your content “sharable” • • • • • • Social sharing widgets Like button Tweet this button Add This Share This Wibiya or other social tool bars Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 59. Social Media Profiles Add links in your signature Staff page on website Footer of email newsletters Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 60. Examples Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 61. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 62. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 63. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 64. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 65. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 66. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 67. Twitter tools Strategy to Increase Member Sales & Retention Social Media for local organizations #WebLink © © WebLink International WebLink International
  • 68. Twitter tools Strategy to Increase Member Sales & Retention Social Media for local organizations #WebLink © © WebLink International WebLink International
  • 69. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 70. Mix online & offline • Send notes for items you see online • Bring up online interactions when face to face • Post about IRL interactions • Share tweets and posts in print, on your website Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 71. “Use” your members • Who has a big following on Facebook or Twitter? • Find ways to engage them to talk about you • Their fans work for businesses, too! • Reach the next level Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 72. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 73. Bonus Facebook Tips
  • 74. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 75. Friend-vertise • You can target ads against just the friends of people who have "liked" your brand on Facebook • When those people see your ad, they will see listed the names of their friends who like your brand, too. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 76. Bonus Tip – For your members Add members’ social media links on their listing on your website. Connect them with potential customers. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 77. Use your AMS to store members’ profile data Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 78. 90% of consumers would most likely recommend a brand name to other people after interacting with the brand on social media. Internet Advertising Bureau Study, July 2013 Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 79. Measurement Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 80. Marketing without metrics isn’t marketing.
  • 81. It’s guessing.
  • 82. Word of Mouth • Powerful • Free • Can’t control • Potentially scary • What are they saying? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 83. Can you measure it? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 84. The Ultimate Question How likely is it that you would recommend our organization to a friend or colleague? Scale of 0-10
  • 85. Why 0-10? • 1-5 yields “3s” • With 1-10 some people will reverse good/bad Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 86. How likely is it that you would recommend our organization to a friend or colleague? Extremely likely 10 Not likely at all 9 Promoter 8 7 6 5 4 Passive Social Media Strategy to Increase Member Sales & Retention 3 2 1 0 Detractor #WebLink © WebLink International
  • 87. Net Promoter Score Promoters - Detractors Social Media Strategy to Increase Member Sales & Retention #WebLink = Net Promoter Score © WebLink International
  • 88. The results may be humbling.
  • 89. New member sales Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 90. Member retention Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 91. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 92. Evaluation & Analysis Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 93. Tracking • Custom fields in membership management system • Lead source code • Excel or Google docs spreadsheet • Twitter lists – members, prospects • MUST link online action to offline action somehow Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 94. Social Media Monitoring EZ • Twitter Search • Google Alerts • Facebook Page stats • LinkedIn Page stats • Social monitoring tools Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 95. search.twitter.com Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 96. Google Alerts Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 97. Management, listening & influencer tools • • • • • • Hootsuite TweetDeck Buffer Radian 6/Salesforce trackur Klout • Google “social media monitoring software” Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 98. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 99. Mention Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 100. ManageFlitter Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 101. Demographics Pro Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 102. Twazzup Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 103. Facebook Insights Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 104. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 105. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 106. LinkedIn Insight & Analytics Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 107. LinkedIn - View Your Followers Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 108. Website Traffic Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 109. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 110. ROI Simplified • What did you want? (GOAL) • What did you get? (RETURN) • How much did it cost? (INVESTMENT) • What are your social media goals? • Do they involve $$? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 111. Keeping Track – Old School • Log time spent • Budget time • Track leads, sales, etc., in CRM software • Divide sales (goals) by time and $$ Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 112. “Tools can make this simpler, but ultimately, it’s down to you and your friend Mr. Grey Matter to distill data into insights, and insights into actionable recommendations.” - Kat French, on Social Media Explorer
  • 113. WebLink Recap: An Integrated Solution • ONE web-based centralized database • Prospects, members, non-members and all reps in same system • Financials, events, email, committees, website, reporting Financial System Prospects Website Central DB Email Marketing Events Members Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 114. Association & Chamber Websites • 500+ client websites • WebLink Local business directory drives 67% increase in traffic from organic searches • Adds value for members • Non-dues revenue • Responsive website design Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 115. iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 116. Our next webinar: October 31, 2:00 pm EDT 5 Mistakes That Haunt Associations When Using Their Membership Database weblinkinternational.com/haunt Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 117. 3 Questions Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 118. Webinar Recap • We will email copy of presentation to attendees • Link to video recording of webinar • Please let us know if you have any questions Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 119. The Purple Cow Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 120. “Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  • 121. Curt Moss Senior Product Marketing Manager curt.moss@weblinkinternational.com WebLink International 3905 W. Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com

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