Social Media & Your Association Marketing
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Social Media & Your Association Marketing

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Social Media & Your Association Marketing Social Media & Your Association Marketing Presentation Transcript

  • Branding NOW !!!
  • • Static • Centrally Managed • Slow to Change Web 1.0 • Unidirectional • Tech Heavy
  • Web 2.0 Participate Listen Understand Engage
  • On-Demand Personal Engaging Networked
  • Get Involved Web 2.0quot; strategies, likens it to the JFK saying about duty - only in this context it's, quot;Ask not what your social network can do for you, but what you can do for it.quot;
  • Canadians View the Most Content Canada beats the World and has the highest amount of Average Pages Per Visitor! Canada United Kingdom Germany United States France Japan Italy Russia 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Average Pages Per Visitor - Total Audience Source: comScore Media Metrix Worldwide, Persons 15+, Average Jul.‘07 - Sep. ‘07 6
  • Canadians Spend the Most Time Online Average Hours Per Visitor Per Month Source: comScore World Metrix, February 2008 7
  • Canada a leader in Social Networking 90.00 120,000 Online Reach% 80.00 Total Unique Visitors 100,000 70.00 60.00 80,000 Total Unique Visitors (000) % Online Reach 50.00 60,000 40.00 30.00 40,000 20.00 20,000 10.00 0.00 0 Canada UK Brazil Chile Argentina Mexico United States Source: comScore Inc. Multi-Country December 2007, 8
  • Social Networking Around the World Reach of the Worldwide Web Population February 2008 Avg. Avg. Unique %Reach Minutes Pages Visitors (Web per per Location (000) Pop.) Visitor Visitor World-Wide 538,375 65.4 205.6 499 United States 108,248 66.4 225.4 518 United Kingdom 25,502 76.7 308.6 719 Canada 18,181 84.3 349.6 828 France 17,583 52.0 176.0 531 Germany 15,794 53.7 186.0 480 *Person 15+ Source: comScore Inc, Worldwide Feb’08, All Locations,
  • Fish Where the Fish Are
  • Know Your Audience
  • Web 2.0 plus
  • Social Networking 124 million 2–6 times/day 25 million 2x / 3 months (2007) 225 million The industry leader
  • Classifieds Today Over 2M unique Canadian visitors every month • Over 9B page views/month • 30M unique visitors • 9th place overall in N.A. • Over 2M new job listings/month
  • Facebook Profile
  • LinkedIn Profile
  • Facebook Page
  • Facebook Group
  • People Relate to People
  • Nuts from the beginning
  • Nuts from the beginning
  • You Tube yes You Tube
  • Why work here? • Originally, why did you choose to work for this company? • What are the top 3 factors that have enabled your success in your current position? • What do you feel differentiates this organization from others for whom you could work? • What would you tell a prospective hire to this company?
  • Why Build? • Building awareness, spreading the word • Providing support and motivation • Coordinating unified approach • Involving those affected • Help people take action • Customizing messages • Humanizing the issues
  • 1 + 1 = 11 • Gotoweb20.net • Howsocialble.com • Because the mathematics of collaboration is nothing less than MAGIC.
  • Any brand can be charismatic 1. Differentiate 2. Collaborate 3. Innovate 4. Validate 5. Cultivate … EVEN YOURS
  • ~ Anytime ~ Any place ~ Any way Brand as story tellers Let them “talk” about you Create empathy, understanding & openness Use different media to touch your customer
  • Brand •Brand is not a logo •Brand is not an identity •Brand is not a product A brand is a person’s gut feeling about a product, service, or organization
  • Strategic vs. Creative On one side of the gap On the other side are the are the strategic thinkers creative thinkers Analytical Intuitive Verbal Physical Numerical Visual Logical Emotional Linear Spatial
  • Hyperconnected
  • Texting
  • This is NOT advertising • Social media marketing, requires communicating not ADVERTISING so act appropriately • Targeting beyond demographics of Facebook, you need to become part of the community • Listen. Learn, and be ready to make mistakes
  • Cutting through the noise • Good marketing comes from understanding your audience • Its easier to cut through the noise in an uncrowded space • The goal is to find non-obvious places to reach your audience • Don’t market a golf club in golf magazine, market it at Home Depot
  • How do we get the message out?
  • What is a your brand?
  • Why should I be a part of your brand?
  • • Google – 383,000 • Yahoo – 727,000 • MSN – 282,000 • LinkedIn – 9 jobs • Facebook – 19 groups • YouTube – 5
  • It’s about understanding the progression of success Visitor Prospect Candidate Community Member 39
  • It is about THEM • It is not about “job postings” • It is about communicating with candidates • It is about engaging them on their turf • It is about becoming more transparent
  • Sources of Hires Employment Website 21% - 55% Referrals 19 % - 28% General Job Boards 11% - 15% Search Firms 8% - 10% Campus Recruiting 2% - 8% Other 6% Niche Job Boards 6% - 12% Social Networking 5% - 8%
  • Own your presence online
  • Web Presence cga-canada.org cga-ontario.org thinkcga.org nameyourneed.org
  • Web Presence cga.ca cga.com cga.org cgajobs.org
  • What is your brand saying? What are your strategies to reach your targets – students, employers, job seekers?
  • Mark R. Thompson w: www.mckinleysolutions.com e: mark@mckinleysolutions.com t: 888-769-1577 X222 www.linkedin.com/in/markrthompson www.twitter.com/markrthompson www.delicious.com/mark_mckinleysolutions www.slideshare.net/markrthompson www.flickr.com/photos/markrthompson