Social media for associations - including assocations using social media examples

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SocialB are an international award winning social media and online marketing organisation. We have a wealth of knowledge and experience of working within the association sector having delivered …

SocialB are an international award winning social media and online marketing organisation. We have a wealth of knowledge and experience of working within the association sector having delivered talks at international conferences, helped to roll our successful social media strategies and provided training for a range of associations.

Associations already have highly valuable content to offer their members and social media is a great way of showcasing this value to a wider audience.

Social media marketing can be utilised to attract new and potential members as well as retain your current membership base and clientele. Social media is a cost-effective and easily accessible manner to promote the value of your association and what is currently being achieved within your organisation.

Also take a look at our dedicated area of resources for associations wanting to take advantage of social media http://www.socialmedia-trainingcourses.com/social-media-marketing-for-associations/

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  • 1.  Social media explained SocialB Ltd @SocialBUK Social Media & Online Marketing Experts
  • 2. What will you leave with this morning?  The four key areas to build social media success  What social media platforms you should be using for your Association  Tips on using social media as part of your every day business Social Media & Online Marketing Experts
  • 3. SocialB  Social media & online marketing experts - social media training courses/webinars - Inhouse social media training - social media consultancy/management - search engine optimisation (being found on Google, etc) - Pay per click  Social media council Social Media & Online Marketing Experts
  • 4. Different types of social media Although they all enable sharing, there are several different types of social media  Blogs are online diaries  Microblogs (Twitter) is texting online  Forums are conversational threads  Video sharing (YouTube) is shared video clips  Social photo (Flickr/Pinterest/Intagram) is shared images and photos  Social networking (Facebook, LinkedIn, Googleplus) is all of the above Social Media & Online Marketing Experts
  • 5. How it relates to Associations  Associations can – and do – use social media. For every major business function, there is an equivalent social media function:  Research=Listening to the conversations people have with each other to understand their wants and needs  Marketing=Talking in the conversations people have with each other to spread messages about your Association and products/services  Membership =Energising others to sell you by finding your most enthusiastic members and supercharging them online  Support=Supporting members to support each other  Development=Embracing members to work with each other by integrating them into your association Social Media & Online Marketing Experts
  • 6. Association Insight  74% Associations want to increase member engagement  The top three reasons for members not renewing is a lack of engagement with the organisation  Many Associations that are already investing in social media struggle to engage their members and audience since they solicit new members or promote membership in general, using them as sales platforms.  Social media is not the place to blatantly sell products, services or membership, those Associations are not seeing many results. Social Media & Online Marketing Experts
  • 7. Why the social media explosion?  Free!  Sharing is a deeply ingrained human instinct  Traditional communications were brand led  New communications are word of mouth led  Access to internet!  Instant!  Free Social Media & Online Marketing Experts
  • 8. The four key S’s to social media success  Strategy  Social  SEO (keywords)  Search Social Media & Online Marketing Experts
  • 9. Social Media Strategy Social Media & Online Marketing Experts
  • 10. Social Media Strategy  Without a plan you plan to ……..  What does success look like?  How has your Association become successful? With a plan/strategy by any chance?? Q1 “What do we want to achieve with our social media activity?” Social Media & Online Marketing Experts
  • 11. Social Media Strategy  Your overall objectives will inform what you do in social media in terms of:  Who you want to connect with  What content you share  How you interact with people  How often you need to interact with people  How you want to influence people to act Social Media & Online Marketing Experts
  • 12. Social Media Calendar In social media, it’s key to Do Something regularly! When you create a new blog post, tweet about it! When you attend an event/show/networking follow up with someone you met by connecting with them on Twitter and or LinkedIn. Read any interesting blog articles? See a good video on YouTube? Tweet about it. Social Media & Online Marketing Experts
  • 13. Measure, Measure, Measure!  Google analytics  Hootsuite/Tweetdeck  Tweetreach  Socialmention Social Media & Online Marketing Experts
  • 14. How to measure in one place – Excel!  Weekly per platform per tab  Monthly on one tab  Create graphs
  • 15. Social Social Media & Online Marketing Experts
  • 16. Social -Two-way communication  The key feature that differentiates social media from traditional media is its facility for two-way dialogue  This brings with it a number of important advantages:  More powerful engagement  Improved recall  Active involvement  Participative for both parties  Make this principle core to a social media strategy Social Media & Online Marketing Experts
  • 17. Two-way communication  Engage with your target audience (whoever they may be, e.g. journalists, potential clients, existing clients)  Help people if you know the answer or contact  Share useful information Social Media & Online Marketing Experts
  • 18. SEO Social Media & Online Marketing Experts
  • 19. SEO  Search engine optimisation  Search engines index websites & social media platforms  Google, Yahoo, Bing have to decide what answers to give people  SEO = having the right keywords that people search on  More on this in relation to social media later Social Media & Online Marketing Experts
  • 20. Where to go keyword digging?  Use Google Keyword Planner  Use the search engines and their predictive text  If you pay for advertising on Google adwords note these down  Use your Google Analytics data (keyword source)  Google Insights Trend tool http://www.google.com/insights/search/ Social Media & Online Marketing Experts
  • 21. Google Keyword Planner
  • 22. Google Keyword Planner  Note down longer keywords i.e. Medical device development – great tip later!  Think like a client! Ask clients / colleagues what they would type in  What locations do you cover? City, county, regions, UK wide, global  Set up an excel sheet with keywords/keyphrases so they can be used across all your online areas (social media, website, etc.)  Review every two to three months if you get the chance Social Media & Online Marketing Experts
  • 23. SEO friendlyTwitter  These Bios contain relevant keywords and info  The locations they cover  What services they provide  Why follow them!  Why you might want to contact them Social Media & Online Marketing Experts
  • 24. Search Social Media & Online Marketing Experts
  • 25. Search – LinkedIn example
  • 26. Search Example
  • 27. Great Social MediaTools for Search  Hootsuite/Tweet Deck  Use to set up streams to target your audience  Use for lists – great way of staying in touch with people (Twitter)  Scheduling – but don’t get in that trap apart from blog posts etc  Measuring – all have a stats section Social Media & Online Marketing Experts
  • 28. Which Social Media Platforms to use? Social Media & Online Marketing Experts
  • 29. Facebook  Great for B2C companies (local and large brands) and some Associations  Interaction is key, Facebook want you to work for your credibility  The REAL value is in your fans content and interaction you your page  Think target audience Social Media & Online Marketing Experts
  • 30. Facebook Examples Social Media & Online Marketing Experts Aim for shares, likes & comments in that order – not getting them means you are talking to yourself!
  • 31. Twitter  Great for B2B and B2C businesses/Associations  Create / share links to send traffic to you website/blog  Keep up to speed on your industry  Network  Find / Answer questions – great for credibility Social Media & Online Marketing Experts
  • 32. Twitter – key to success  Keywords  Getting Retweets  Using hashtags Social Media & Online Marketing Experts
  • 33. Participation - Hashtags  People often use hashtags to find information about specific subjects or to filter information, so if you use hashtags they are more likely to find you via that subject. Hashtags are therefore a great way to extend your reach and get more followers in a meaningful way.  There are a wide variety of already established hashtags and new ones being created daily, that you can start to use/filter with  They are generally around a location, subject, interest or a campaign Online Marketing & Social Media Experts
  • 34. LinkedIn  Great for B2B and B2C businesses/Associations  Online business networking  Keep up to speed on your industry  Find / Answer questions – great for credibility  Great in Google’s eyes Social Media & Online Marketing Experts
  • 35. LinkedIn  Keywords, Keywords, Keywords  Get in to a habit of linking up with people when you meet, speak, email them  Add your LinkedIn details to your email, business card, website  Ask for recommendations  Company pages inc new show case pages  Groups Social Media & Online Marketing Experts
  • 36. LinkedIn Example
  • 37. Blogging  Great for B2B and B2C  Brings your Association to life  Shares useful information  Good for search engine results  Blogs are often shared on social media networks Social Media & Online Marketing Experts
  • 38. Bringing your Association to life
  • 39. Maximise your blogs Social Media & Online Marketing Experts  Blog once a week (or more if relevant)  Use these to share on your social media platforms  Use for your email marketing  Create in a video  One piece of content maximised!
  • 40. YouTube  Great for B2B and B2C  Brings your Association to life  Great for search engine results  Its about content not how slick your video is Social Media & Online Marketing Experts
  • 41. YouTube example Social Media & Online Marketing Experts
  • 42. Freebies!  FREE – Top ten social media tips for Associations eBook http://www.socialmedia-trainingcourses.com/social-media- 10-easy-social-media-steps-for-associations-ebook/  FREE – LinkedIn group - https://www.linkedin.com/groups?trk=my_groups-b-grp- v&gid=7466549  Our weekly hints and tips email sign up http://socialb.co.uk/  Questions or queries always feel free to ask on @socialbuk on Twitter, info@socialb.co.uk or call +44(0)1223 258000 Online Marketing & Social Media Experts
  • 43. Stay in touch! +44 (0)1223 258000 info@socialB.co.uk www.socialB.co.uk @socialBUK Online Marketing & Social Media Experts
  • 44.  Social media explained SocialB Ltd @SocialBUK Social Media & Online Marketing Experts