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Social Media Strategy for Retention and Sales
 

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.

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    Social Media Strategy for Retention and Sales Social Media Strategy for Retention and Sales Presentation Transcript

    • 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
    • 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
    • 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
    • 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
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • 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
    • WebLink Blog Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • 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
    • 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
    • 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
    • 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
    • Strategy
    • What makes up a strategy? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Goal Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Plan Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Action Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Measurement Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Evaluation & Analysis Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media = Communications Tool
    • What is your strategy for... • Newsletter • Events • Email • Website • Blog • Mailers Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • Use Social Media for the same things! (and more)
    • Social Media is about...
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Goal Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • Plan Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Let’s give them something to TALK about
    • How often does your email marketing message get forwarded to a subscriber’s entire address book?
    • Add share buttons from Facebook, Twitter, LinkedIn Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • Action Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Listen, then talk Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Respond Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Tell, Don’t Sell Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Just Be You Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Give Stuff Away Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Admit Your Mistakes Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Be Grateful Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Provide Support Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Get them to tell THEIR story (through YOU)
    • 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
    • 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
    • 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
    • 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
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Yes, your members WANT to know what you’re doing for them and the business community you serve!
    • 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
    • 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
    • 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
    • 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
    • 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
    • Examples Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Twitter tools Strategy to Increase Member Sales & Retention Social Media for local organizations #WebLink © © WebLink International WebLink International
    • Twitter tools Strategy to Increase Member Sales & Retention Social Media for local organizations #WebLink © © WebLink International WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • “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
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Bonus Facebook Tips
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • 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
    • Use your AMS to store members’ profile data Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • Measurement Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Marketing without metrics isn’t marketing.
    • It’s guessing.
    • 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
    • Can you measure it? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • The Ultimate Question How likely is it that you would recommend our organization to a friend or colleague? Scale of 0-10
    • 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
    • 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
    • Net Promoter Score Promoters - Detractors Social Media Strategy to Increase Member Sales & Retention #WebLink = Net Promoter Score © WebLink International
    • The results may be humbling.
    • New member sales Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Member retention Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Evaluation & Analysis Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • 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
    • search.twitter.com Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Google Alerts Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Mention Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • ManageFlitter Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Demographics Pro Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Twazzup Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Facebook Insights Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • LinkedIn Insight & Analytics Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • LinkedIn - View Your Followers Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Website Traffic Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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 $$? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • Keeping Track – Old School • Log time spent • Budget time • Track leads, sales, etc., in CRM software • Divide sales (goals) by time and $$ Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • “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
    • 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
    • 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
    • iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • 3 Questions Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • 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
    • The Purple Cow Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
    • “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
    • 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