Social Media 101 for Associations


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Social Media 101 for Associations

  1. 1. College of Association MarketingSocial Media 101 – Just the Basics<br />October 20, 2009<br />
  2. 2. What we’ll answer today<br />Why should we care about social media?<br />What is the social media culture?<br />How do I convince my boss?<br />How do we start? Where can I begin?<br />
  3. 3. What is Social Media?<br />Web-based tools that provide a platform for conversation and community.<br />Traditional media is a 1 to many message.<br />Social media is a 1 to 1 conversation where anyone can participate. Connecting not broadcasting.<br />
  4. 4. Why should I care about social media?<br />Professional development<br />News and information<br />Networking<br />Community building<br />Event marketing<br />Membership marketing<br />Member/customer service<br />Grassroots political action<br />
  5. 5. Why should I care about social media?<br />Professional development<br /> News and information<br /> Public relations<br />Provide valuable content.<br />Become a thought leader in your community.<br />
  6. 6. Why should I care about social media?<br />Platform for peer-to-peer networking<br />Community building<br />Ties that bond<br />
  7. 7. Why should I care about social media?<br />Social media is like word of mouth on steroids for your event and membership marketing.<br />Social media is viral.<br />
  8. 8. Why should I care about social media?<br />Member and customer service<br />Listening<br />Social media coach<br />
  9. 9. Why should I care about social media?<br />Political action alerts<br />
  10. 10. Reality Check<br />How wisely is your association using… <br /><ul><li>Face to face meetings?
  11. 11. Web site?
  12. 12. E-mails?
  13. 13. E-newsletters?
  14. 14. Mailers?</li></li></ul><li>Reality Check<br />Member needs assessment?<br />Environmental scan? Futures projection? Future needs?<br />Web site analytics?<br />Sharing widgets?<br />Segmented communications?<br />Communication coordination?<br />Click tracking?<br />Communication preferences? RSS feed option?<br />
  15. 15. Is social media really a big deal?<br />Facebook is the 4th most populated place in the world. Fastest growing group, 35+.<br />80% of companies plan to use LinkedIn as their primary tool to find employees this year. <br />18 million new Twitter users per year.<br />
  16. 16. Is social media really a big deal?<br />4.1 billion text messages are sent daily.<br />22% of Facebook’s users access it on their phone.<br />iPhone application downloads hit 1 billion in 9 months. <br />
  17. 17. Is social media really a big deal?<br />In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.<br />
  18. 18. Is social media really a big deal?<br /> Less than 10% of those under 35 are inactive in social media.<br /> By 2010 GenY will outnumber Boomers, and 96% of them have joined a social network.<br />
  19. 19. Social Media Culture<br />Collaboration and sharing<br />
  20. 20. Social Media Culture<br />You only think you are in control. <br /> You’re not.<br />Conversations are happening, perceptions are being formed.<br /> Without you.<br />
  21. 21. Social Media Culture<br />Transparency is demanded.<br />
  22. 22. Social Media Culture<br />We prefer having relationships with people…<br /> …not brands or logos.<br />
  23. 23. Social Media Culture<br />Keep sales/promo to a minimum.<br /> Focus on content<br /> of value.<br />
  24. 24. Free?<br />It’s not free…<br /> ….it must be nurtured.<br />
  25. 25. How to start?<br />Use it yourself.<br />
  26. 26. How do we start?<br />Fish where your fish are.<br />Survey your members.<br />
  27. 27. Find your fish<br />
  28. 28. How do we start?<br />What will move you closer to the goals of your strategic plan?<br /> Make a plan. Start small.<br />
  29. 29. How do we start?<br />Define some measurable objectives. <br />What will success look like to you?<br />
  30. 30. How to convince the boss?<br />Find allies<br />Rehearse<br />Tie to strategic plan<br />Show and tell<br />Dispel myths and fears<br />Community<br />Competition<br />Baby steps<br />
  31. 31. How do we start?<br />Put together your team.<br />
  32. 32. Behave!<br />See for one-page version of simple guidelines.<br />
  33. 33. FAIL!<br />Anticipate some failures.<br />
  34. 34. Listen<br />Select keywords.<br />Brainstorm.<br />Check web site.<br />Choose your tools.<br />Google Alerts<br /><br />Backtype<br />BoardTracker<br />LinkedIn, Facebook<br />
  35. 35. Engage<br />Grow your community.<br />Comment on blogs.<br />Social media web page.<br />Be a resource.<br />Customer service.<br />Market research.<br />Be a first responder.<br />Always think value.<br />
  36. 36. Peek at Facebook<br />
  37. 37. Twitter<br />
  38. 38. LinkedIn<br />
  39. 39. Resources<br />Blogs<br /><ul><li>Association mgmt blogs –
  40. 40. Social media blogs –</li></ul>Chris Brogan, Amber Naslund, Beth Kanter<br />Common Craft videos –<br />Books<br /><ul><li>Groundswell – Bernoff & Li
  41. 41. The New Rules of Marketing and PR - Scott
  42. 42. Here Comes Everybody - Shirky</li></li></ul><li>Our contact info<br />Slides –<br />Deirdre Reid<br /><br /><br /><br />Ted LaBarbera<br /><br /><br /><br />College of Association Marketing -<br />