CAFP and Social Media Embracing Web 2.0 in Membership Outreach Jessica Kuo – October 7, 2009
Value of Social Media Powerful connector Viral spread Interactive High visibility Accessible anywhere at anytime Cost effective
Association Trends 57% are using some type of social media platform; 59% of those not currently engaged in social media plans to launch initiatives by 2010 Shift from printed communications to integrated electronic vehicles (e.g., e-newsletters) Open access—to Web sites, social media networks, publications—is expanding Personal and professional use of social media is merging Data sources from Angerosa Research Foundation and Stratton Publishing & Marketing Inc.
Social Media Usage Average time spent on social networking sites is three times longer than traditional news and media sites (Hitwise, 2007) 77 million+ Americans visit blogs (Technorati State of the Blogosphere, 2008) More than 4 out of 5 American adults use social media at least once a month (Forrester Research “The Broad Reach of Social Technologies”, August 2009)
Key Benefits and Goals Exposure to younger professional demographics Provides means for members to receive value through both generating and receiving additional content Increases networking opportunities Reinforcement of value proposition
Key Challenges Time/personnel resources to maintain social media presence Adjusting to ever-changing landscape of social media Unsure about members’ comfort level using media media Measuring ROI
Why Social Media? Need new communication outlet to better connect with membership Use as communication tool to reach out to targeted segments (medical students, residents, and NFPs) Use as an engagement tool to provide a way to reinforce value proposition of membership
CAFP Current Offerings RSS feeds Blogs Podcasts Targeted e-newsletters
RSS Refresh content in various social media outlets, including Facebook Page and Ning Group Easy way to update information without manual oversight More preferable than emails – RSS feeds bypass spam filters and allow aggregation of content
Ning Enable anyone to create their own social network for a particular topic or need Different levels of viewability and membership for participants Free and premium options available Ideal for local chapters, committees, or small to medium-sized groups
Importance of Blogs Changed the way people saw the Web Anyone can create, react, and communicate Anyone can make content for a global audience 8 out of 10 bloggers post product/service reviews Search engines love blogs
eNewsletters Targeted e-communication with personalized messaging Evaluate analytics to develop eMarketing strategies Graphic-heavy vs. content heavy BostereNewsletter launch with Facebook announcements and Web postings
Remember… In order for a social media campaign to be successful, it’s necessary to: Establish strategies to integrate all social media features; Dedicate staff time to maintain each platform; and Create a buzz!
What YouCan Do Today! Conduct a short member survey about social media usage Add social bookmark links to your most important Web pages (or blogs) to enable sharing Utilize your Web site as a centralized resource outlet; use social media to direct traffic to the site
3 More Ideas to Test Out Create a Flickr or Slide account to build media for specific events Couple your eNewsletter content with additional Web site content for improved commenting Experiment with the value of live video using uStream.tv or Qik on a cell phone
Questions? Jessica at firstname.lastname@example.org www.familydocs.org