Building Member Loyalty - CPA Firm Associations

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AICPA & CPA/SEA Interchange 2012 event slide deck for Michelle Golden's session on "Building Member Loyalty: Modern Marketing & the Social Web"

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Building Member Loyalty - CPA Firm Associations

  1. 1. Building  Member  Loyalty   Modern  Marke4ng     and  the  Social  Web   By  Michelle  Golden   @michellegolden      #intchg12  
  2. 2. Today.    •  WHAT  &  WHY   •  What’s  SM,  exactly?   •  Why  does  it  maIer?  •  HOW   •  Building  community     •  What  works,  what  doesn’t  
  3. 3. yth #1  M Social  media  =  evil  fad  
  4. 4. Happy  Birthday!   9   6   11   13   8  
  5. 5. 5  
  6. 6. 6   Image:  thomaschung  (flickr)  
  7. 7. yt h# 2  M Social  media  are  for  young   people  (members  don’t  care)  
  8. 8. US:  Boomers’  Web  use   2000 2010 Using Net 40% 74% Daily traffic 24% 32% by Boomers Online daily 24% 69% Mult x per < 5% 36% day 8  Source: PEW Internet & American Life Project, Mar, 2010
  9. 9. US:  Monthly  internet  use   Age Avg Hours 35-49 92 55-64 85 65+ 73 25-34 64 12-17 26 18-24 25Source: eilsen  Source:  NPEW Internet & American Life Project, Mar, 2010 9  
  10. 10. As  of  3  years  ago.  Today?  
  11. 11. Image:  fuzzyscalyman  (flickr)  
  12. 12. Fully  integrated  
  13. 13. y th # 3  M We  need  a     social-­‐media  plan.  
  14. 14. Do  fewer  things  beIer   Leverage  Mul4ple  Channels   •  Print   •  Web   •  Email   •  Paid  media   •  Earned  media   •  Events   •  Organiza4onal  ac4vi4es  
  15. 15. Con4nue  personal  in  digital  •  LinkedIn   •  Groups,  events   •  No4fica4ons,  updates  •  TwiIer   •  Special  lists   •  Updates  &  resources  •  Facebook   •  Events,  updates,  resources  •  Content  sites  (YouTube,  Slideshare,  blogs)   •  Pre-­‐  and  post-­‐event   •  Thought  leadership   15  
  16. 16. From  digital  to  personal  •  LinkedIn   •  Introduc4ons  &  recommenda4ons  (don’t  use  automated)   •  Congrats  &  follow-­‐up  •  TwiIer   •  Tweetups  &  tweetchats  •  Facebook   •  Events  &  “likes”  •  All   •  Correspond!   •  Video  (skype,  face4me)   16  
  17. 17. Level  of  involvement  LEADS   Engaged   “proac:ve,  outreach”     Par:cipatory   “present,  resource”     Passive   “come  to  me”   INVOLVEMENT   goldenprac4ces.com   17  
  18. 18. Pick  Your  Purpose  1.  Associa4on  development   •  Build/strengthen  prospect  rela4onships   •  Credibility   •  Proof  of  strength  as  a  resource  2.  Member  resources   •  Community  development   •  Interact,  share    3.  Customer  service/member     •  Monitor   •  Make  problems  right   •  Create  proac4ve  fan  base  4.  Just  to  learn   18  
  19. 19. image: abbeychristine (flickr)
  20. 20. LinkedIn’s  all  biz   •  Reconnect  (transient)   •  Who  knows  whom?  (minus  context)     •  Load  up  &  look  up  (mini-­‐CRM)   •  Reasons  to  reach  out  (no4fica4ons)   •  Moderate  interac4on  (easy)   •  Demo  exper4se  (answers  &  groups)   •  Front  of  mind  (unobtrusive)   •  Research  (mee4ng  prep)  goldenprac4ces.com   20  
  21. 21. All  aTwiIer  for  news  &  ideas  goldenprac4ces.com   21  
  22. 22. Facebook  extra  value  •  Being  “real”  
  23. 23. SUBMIT BLOG POST Blog Aggregators Services convert to Any webpage (Yahoo, Newsgator, e-mail (Feedblitz or as dynamic contentGoogle Reader, others) Feedburner) (yours or others) 23  
  24. 24. Who’s  Cut  Out    for  Blogging?   hIp://www.slideshare.net/goldenm/anatomy-­‐blog   hIp://www.slideshare.net/goldenm/new-­‐blog-­‐process-­‐chart  goldenprac4ces.com   24  
  25. 25. Which  tool  for  what?   hIp://www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools   25  
  26. 26. File  Sharing  Sites  -­‐  Slideshare  Subscrip4ons:  goldenm   26  
  27. 27. File  Sharing  Sites:  YouTube  Subscrip4ons:  cpatrendlines   27  
  28. 28. Build  YOUR  house   BLOGS  
  29. 29. Social  media  channels   BLOGS  
  30. 30. Channels:  online  &  off   BLOGS  
  31. 31. Decision  Where  will   members   hang  out?  
  32. 32. Implemen4ng  
  33. 33. No  spit  shine  •  Quality  products  or   •  Bringing  people   offerings   together  •  Quality  service   •  Enriching  •  Quality  experience   [professional]  lives  
  34. 34. Who  cares  
  35. 35. Image:  brian-­‐ford  (flickr)  
  36. 36. Get  found  •  LinkedIn  profile  (solid)  •  Google  profile  (claim)  •  Interact   •  Blog  comments?   •  TwiIer?     •  Facebook?   •  Google+  ?  ©  2010  Golden  Prac4ces  Inc  
  37. 37. Friends  &  followers  •  Peers,  colleagues  •  Industry  experts,  associa4on  reps  •  Local  and  na4onal  media  •  Thought  leaders  •  Members  •  Strangers  who  ask  
  38. 38. Winning  new  friends   •  Be  friendly  and  helpful   •  No  auto  DMs,  no  spammy  posts   •  Make  lists  that  people  want  to  be  on   •  RT   •  Thank   •  Promote  others’  stuff  goldenprac4ces.com   38  
  39. 39. Tune  out  the  noise  •  Lists  •  Third  party  apps     (feed  readers)  •  Time  limits  •  Turn  off  no4fica4ons   (use  separate  email)   Image:  misskelly  (flickr)  
  40. 40. Google  Reader  to  monitor  
  41. 41. iGoogle  to  watch  
  42. 42. No  
  43. 43. Yes  
  44. 44. Ac4on  plan  1.  Know  your  audienceS  (clarity)  2.  Polish  up  offerings  for  each  3.  Understand  the  channels  4.  Humanize  &  be  findable  5.  Listen  6.  Find  your  peeps  7.  Engage  8.  Share  &  build  content  9.  Tie  pieces  together  10. Nurture  community  
  45. 45. More  Info:  slideshare.net/goldenm  michelle@goldenprac4ces.com  goldenprac4cesinc.com  goldenprac4ces.com  (blog)  @michellegolden  (twiIer)  

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