Pair Emerging Technologies with Established Resources for Effective Marketing and Member Engagement

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Pair Emerging Technologies with Established Resources for Effective Marketing and Member Engagement (with Stephanie Kuenn). Great Ideas 2011. March 14, 2011.

In this interactive session, learn how newer technologies and established delivery methods can be strategically paired to promote and market association products and services, improve member engagement, and even boost revenues. Explore methods for getting buy-in from member leaders, discuss implementation strategies, and learn about tools to aid in delivery, such as Twitter clients, and video and audio hosting.

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Pair Emerging Technologies with Established Resources for Effective Marketing and Member Engagement

  1. 1. 2011 Great Ideas Conference Pair Emerging Technologies with Established Resources for Effective Marketing and Member Engagement March 14, 10:45 a.m.-Noon Hub Id: #ideas11 lf1 Stephanie Kuenn, M.S. David Free, M.A, M.A.L.S.
  2. 2. ACRL Member of the Week
  3. 3. ACRL Member of the Week
  4. 4. ACRL Member of the Week
  5. 5. ACRL Member of the Week
  6. 6. ACRL Member of the Week
  7. 7. ACRL Member of the Week
  8. 8. ACRL Member of the Week <ul><li>Great for member engagement/ good will </li></ul><ul><li>Social sharing raises awareness of your association </li></ul><ul><li>Acts as informal focus group/ survey of what members value </li></ul><ul><li>Lots of ongoing marketing potential! </li></ul>
  9. 9. ACRL MOTW Tools/ Tips <ul><li>Tools: </li></ul><ul><li>WordPress – www.wordpress.org OR www.wordpress.com </li></ul><ul><li>Flickrslidr– www.flickrslidr.com </li></ul><ul><li>Goodreads – www.goodreads.com </li></ul><ul><li>Tips: </li></ul><ul><li>Get permissions. </li></ul><ul><li>Ask good questions. </li></ul><ul><li>Emphasize diversity of your membership. </li></ul><ul><li>Solicit profiles at conferences/ events AND ask for nominations. </li></ul><ul><li>Reuse content for marketing/ promotion! </li></ul>
  10. 10. Facebook Fundraising www.facebook.com/booksforteens
  11. 11. Facebook Fundraising
  12. 12. Facebook Fundraising
  13. 13. Facebook Fundraising
  14. 14. Facebook Fundraising <ul><li>Easy way to set up fundraising and encourage small-scale giving (microdonations) </li></ul><ul><li>Fundraising can be accomplished quickly – YALSA raised nearly $300 in one month </li></ul><ul><li>Offers members way to lead fundraising by creating widgets for own pages or websites </li></ul><ul><li>Can be used to create memes or campaigns for awareness (see Susan Komen/bra color campaign) </li></ul>
  15. 15. Facebook Fundraising Tools/ Tips <ul><li>Tools: </li></ul><ul><li>Causes – www.causes.com </li></ul><ul><li>Network for Good – www.networkforgood.org </li></ul><ul><li>Guidestar – www.guidestar.org </li></ul><ul><li>Jumo – www.jumo.com </li></ul><ul><li>Tips: </li></ul><ul><li>Know your organization’s Employer ID Number (EIN) from the IRS </li></ul><ul><li>Inform VIPs of new initiative; you need at least 25 “likes” to create a custom URL on Facebook </li></ul><ul><li>Cross-promote! Causes.com lets you make widgets to include in email newsletters or on your website </li></ul><ul><li>Update content on a regular basis; the more you post, the more visibility you have. </li></ul><ul><li>Work with a member group or committee to help with workload. </li></ul>
  16. 16. Discuss! What else can associations do with social media for member engagement or fundraising? What are YOU doing at YOUR association in these areas?
  17. 17. Twitter/Facebook Webinar Promotion
  18. 18. Twitter/Facebook Webinar Promotion <ul><li>Posts run three times a week for two weeks’ prior to registration </li></ul><ul><li>For March webinar, registration quadrupled in first week of social media posts </li></ul><ul><li>Although “likes” and retweets are limited (3 each), impressions significant – 3,000+ views on Facebook. </li></ul>
  19. 19. Twitter/Facebook Promo Tools and Tips <ul><li>Tools: </li></ul><ul><li>HootSuite – www.hootsuite.com </li></ul><ul><li>TweetDeck – www.tweetdeck.com </li></ul><ul><li>Tips: </li></ul><ul><li>Schedule posts to run over specified period of time using Twitter client </li></ul><ul><li>Keep messages short and leave enough space for a URL </li></ul><ul><li>Use a link shortener to better track clicks </li></ul><ul><li>Check Facebook preview to include correct logos and artwork </li></ul>
  20. 20. Twitter Member Contests
  21. 21. Twitter Member Contests
  22. 22. Twitter Member Contests <ul><li>Use to promote membership or to give away spots at a conference event </li></ul><ul><li>Builds buzz for events, can create testimonials for marketing use </li></ul><ul><li>An easy way to work with partners – they pay for giveaway, you give them exposure </li></ul>
  23. 23. Twitter Contest Tips <ul><li>Tips: </li></ul><ul><li>Choose an interesting, relevant prize – an e-reader, a free year of membership </li></ul><ul><li>Get members involved and interested </li></ul><ul><li>Make sure to get permission to reprint entries </li></ul><ul><li>Use a hashtag, but ask to reply to you </li></ul><ul><li>Check for entries regularly and mark as favorite to aid in judging </li></ul>
  24. 24. Conference Video Contest
  25. 25. Conference Video Contest <ul><li>3 minutes maximum. </li></ul><ul><li>Talk about your experience at previous conference/ what you hope to get our of this one. </li></ul><ul><li>Post to YouTube and tag with conference tag. </li></ul><ul><li>Make it fun/ funny! </li></ul>
  26. 26. Conference Video Contest
  27. 27. Conference Video Contest
  28. 28. Conference Video Contest
  29. 29. Conference Video Contest <ul><li>Creates buzz around your conference or other events </li></ul><ul><li>Winning entry received more than 5,000 views on YouTube alone </li></ul><ul><li>Engages members/ attendees in creative way </li></ul><ul><li>“ Free” marketing materials! </li></ul>
  30. 30. Video Contest Tools/ Tips <ul><li>Tools: </li></ul><ul><li>Xtranormal – www.xtranormal.com </li></ul><ul><li>YouTube – www.youtube.com </li></ul><ul><li>Tips: </li></ul><ul><li>Provide an example if possible. </li></ul><ul><li>Give clear guidelines. </li></ul><ul><li>Get permissions to reuse submissions for promotion. </li></ul><ul><li>Use member leaders to judge. </li></ul><ul><li>Reward good “honorable mention” entries if possible. </li></ul><ul><li>Post to YouTube/ blogs/ Facebook/ Twitter for maximum exposure. </li></ul><ul><li>Allow comments/ sharing. </li></ul>
  31. 31. Discuss! What other types of social media based contests can promote association activities? What are YOU doing at YOUR association in these areas?
  32. 32. Podcasts and Elections
  33. 33. Podcasts and Elections
  34. 34. Podcasts and Elections <ul><li>Offers members a way to connect with candidates, particularly those who can’t attend in-person events </li></ul><ul><li>Gives candidates a chance to express themselves beyond candidates statement </li></ul><ul><li>Can be easily included in blog or linked to in emails or on website </li></ul><ul><li>For 2011 election, more than 200 downloads/listeners between podcast & blog site </li></ul>
  35. 35. More Podcasting
  36. 36. More Podcasting
  37. 37. More Podcasting
  38. 38. Podcast Tools <ul><li>Tools: </li></ul><ul><li>Skype – www.skype.com </li></ul><ul><li>PowerGramo - www.powergramo.com </li></ul><ul><li>Audacity – www.audacity.com </li></ul><ul><li>LibSyn – www.libsyn.com </li></ul><ul><li>Check your association’s blog, many have built-in podcast tools </li></ul>
  39. 39. Podcast Tips <ul><li>Tips: </li></ul><ul><li>Work with member volunteers to ensure that no endorsement appears from staff. And save time/ resources. </li></ul><ul><li>Keep it short. </li></ul><ul><li>Prepare but don’t read from a script. </li></ul><ul><li>Get permissions. </li></ul><ul><li>Advertise widely – link to interviews in email newsletters, include on blog and website. </li></ul><ul><li>Promote through iTunes Store. </li></ul>
  40. 40. Project Links <ul><li>ACRL Member of the Week: www.acrl.ala.org/acrlinsider/category/member-of-the-week/ </li></ul><ul><li>ACRL Video Contest: http://bit.ly/hdDd8e , http://bit.ly/fg6Bx1 </li></ul><ul><li>ACRL Podcasts: www.acrl.ala.org/acrlinsider/category/podcasts/ </li></ul><ul><li>ACRL on Facebook: www.facebook.com/ala.acrl </li></ul><ul><li>ACRL on Twitter: www.twitter.com/ala_acrl </li></ul><ul><li>Y ALSA Books for Teens Facebook Fundraising Page: www.facebook.com/booksforteens </li></ul><ul><li>YALSA Election Podcasts: yalsa.ala.org/blog/category/election/ </li></ul><ul><li>YALSA on Facebook: www.facebook.com/yalsa </li></ul><ul><li>YALSA on Twitter: www.twitter.com/yalsa </li></ul>
  41. 41. Contact Information Presentation Website: davidfree.pbworks.com/asae2011

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