Social Media for Trade Associations at Confederation of British Industry in London

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Summary of Social Media for Trade Associations seminar delivered by Jorgen Sundberg of Link Humans at Trade Association Forum in London, part of the Confederation of British Industry (CBI). How to …

Summary of Social Media for Trade Associations seminar delivered by Jorgen Sundberg of Link Humans at Trade Association Forum in London, part of the Confederation of British Industry (CBI). How to build a community for your members on LinkedIn, how to use Twitter and possibly Google Plus to recruit new members How to use Facebook as a lead generation tool on behalf of your member companies.

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  • 1. Social Media for Trade AssociationsTrade Association ForumConfederation of British IndustryLondon, 25th of Jan 2012Jorgen Sundberg@jorgensundberg
  • 2. INTRODUCTIONJorgenLink Humans
  • 3. PHILIPS CASE STUDY 1) Strengthen the brand 2) Create more promoters 3) Focus on clinical staff 4) Build relationships 5) Facilitate dialogue 6) Be trustworthy/credible
  • 4. CORPORATE WEBSITE
  • 5. INSIDE HEALTH COMMUNITY
  • 6. LINKEDIN COMMUNITY
  • 7. COMMUNITY RESULTS• 80,000+ members on Linkedin• Top 5 in Health• Professionals exchanging information• Traffic rising steadily to community and website
  • 8. SOCIAL MEDIA SYSTEM
  • 9. Networking Thought Microblogging Showcase videos Leadership Sharing content Driving traffic Driving traffic Networking Your website / blogShowcase Events pictures NetworkingDriving traffic B2B Marketing Networking Thought Leadership Community Thought Networking building leadership Community Building Driving traffic Driving traffic
  • 10. FACEBOOK• 800 / 30 million• B2C Heaven• Profiles / Pages / Groups• You are the product
  • 11. YOUTUBE• 3 billion, 48 hours• Use existing video clips, tag properly• Share on LinkedIn profiles• Embed on blog posts
  • 12. GOOGLE PLUS• 90 million• Search impact• Profiles & brands• Chris Brogan
  • 13. TWITTER• Real-time newsfeed• London #1• Hashtags, Mentions, Retweets• What to tweet?
  • 14. SEARCH
  • 15. TWEETS THAT TRAVEL
  • 16. WHENTOTWEET(UK)
  • 17. LINKEDIN• 147 / 8 – London #1• B2B heaven• Salary, experience, age• How many recruiters?
  • 18. PROFILE• Headshot• Headline• Summary• Keywords
  • 19. STATUSUPDATES• Indirect marketing• RSS, News, Blogs, non-LinkedIn• Content strategy
  • 20. POLLS
  • 21. NEWS(demo)
  • 22. SIGNAL(demo)
  • 23. YOUR OWN GROUP (demo)• Purpose?• Community building• Seed conversation• Moderate
  • 24. EVENTS (demo)• Finding relevant events• Promote events (seminars, showcases, networking)• Showcase your expertise
  • 25. PAGES (demo)• Status updates• Career• Insights• Analytics
  • 26. TOOLS• Hootsuite• Buffer• Klout• Google Analytics
  • 27. STAY HUMAN• Objectives – Audience – Content• People follow people• Engage, be interesting and share value
  • 28. THANK YOUJorgen Sundberg@jorgensundberg