Social Media Strategy for Retention and Sales

681 views
554 views

Published on

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

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
681
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media Strategy for Retention and Sales

  1. 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. 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. 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. 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. 5. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  6. 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. 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. 8. WebLink Blog Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  9. 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. 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. 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. 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. 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. 14. Strategy
  15. 15. What makes up a strategy? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  16. 16. Goal Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  17. 17. Plan Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  18. 18. Action Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  19. 19. Measurement Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  20. 20. Evaluation & Analysis Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  21. 21. Social Media = Communications Tool
  22. 22. What is your strategy for... • Newsletter • Events • Email • Website • Blog • Mailers Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  23. 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. 24. Use Social Media for the same things! (and more)
  25. 25. Social Media is about...
  26. 26. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  27. 27. Goal Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  28. 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. 29. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  30. 30. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  31. 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. 32. Plan Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  33. 33. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  34. 34. Let’s give them something to TALK about
  35. 35. How often does your email marketing message get forwarded to a subscriber’s entire address book?
  36. 36. Add share buttons from Facebook, Twitter, LinkedIn Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  37. 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. 38. Action Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  39. 39. Listen, then talk Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  40. 40. Respond Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  41. 41. Tell, Don’t Sell Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  42. 42. Just Be You Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  43. 43. Give Stuff Away Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  44. 44. Admit Your Mistakes Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  45. 45. Be Grateful Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  46. 46. Provide Support Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  47. 47. Get them to tell THEIR story (through YOU)
  48. 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. 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. 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. 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. 52. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  53. 53. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  54. 54. Yes, your members WANT to know what you’re doing for them and the business community you serve!
  55. 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. 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. 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. 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. 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. 60. Examples Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  61. 61. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  62. 62. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  63. 63. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  64. 64. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  65. 65. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  66. 66. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  67. 67. Twitter tools Strategy to Increase Member Sales & Retention Social Media for local organizations #WebLink © © WebLink International WebLink International
  68. 68. Twitter tools Strategy to Increase Member Sales & Retention Social Media for local organizations #WebLink © © WebLink International WebLink International
  69. 69. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  70. 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. 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. 72. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  73. 73. Bonus Facebook Tips
  74. 74. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  75. 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. 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. 77. Use your AMS to store members’ profile data Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  78. 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. 79. Measurement Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  80. 80. Marketing without metrics isn’t marketing.
  81. 81. It’s guessing.
  82. 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. 83. Can you measure it? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  84. 84. The Ultimate Question How likely is it that you would recommend our organization to a friend or colleague? Scale of 0-10
  85. 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. 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. 87. Net Promoter Score Promoters - Detractors Social Media Strategy to Increase Member Sales & Retention #WebLink = Net Promoter Score © WebLink International
  88. 88. The results may be humbling.
  89. 89. New member sales Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  90. 90. Member retention Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  91. 91. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  92. 92. Evaluation & Analysis Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  93. 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. 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. 95. search.twitter.com Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  96. 96. Google Alerts Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  97. 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. 98. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  99. 99. Mention Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  100. 100. ManageFlitter Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  101. 101. Demographics Pro Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  102. 102. Twazzup Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  103. 103. Facebook Insights Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  104. 104. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  105. 105. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  106. 106. LinkedIn Insight & Analytics Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  107. 107. LinkedIn - View Your Followers Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  108. 108. Website Traffic Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  109. 109. Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  110. 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 $$? Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  111. 111. Keeping Track – Old School • Log time spent • Budget time • Track leads, sales, etc., in CRM software • Divide sales (goals) by time and $$ Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  112. 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. 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. 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. 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. 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. 117. 3 Questions Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  118. 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. 119. The Purple Cow Social Media Strategy to Increase Member Sales & Retention #WebLink © WebLink International
  120. 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. 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

×