Social Media Strategy for Retention and Sales

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Recorded webinar on October 9, 2013.

Social media has become critical for associations to keep current members engaged and to reach new potential members.

While many associations are using social media as a communications outlet, very few have connected their online efforts to truly impact revenue for the organization.

Curt Moss, Senior Product Marketing Manager at WebLink International, will share how your organization can create social media strategies to help exceed your membership goals.

In this webinar you'll learn how to:

- Set goals for how using social media will benefit your organization.
- Create a plan for when and where to post.
- Take action on posts by your members.
- Measure your results.
- Evaluate your success and analyze the data.

Note: This webinar will contain all new content and have very little overlap with our LinkedIn webinar.

Social Media Strategy for Retention and Sales

  1. 1. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Webinar agenda • Creating a strategy • Specific steps • Ideas for posting • Examples • Monitoring • ROI • Summary
  2. 2. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink About Me • Curt Moss, Senior Product Marketing Manager @ WebLink • 12 years at member- based orgs – Las Vegas Chamber of Commerce – Chapter of National Safety Council • 7 years @ WebLink – Faculty for W.A.C.E. – Present at association and chamber conferences linkedin.com/in/curtmoss linkedin.com/company/weblink-international #WebLink
  3. 3. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink About WebLink • SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations • Established in 1996, 60 Employees, based in Indianapolis, IN • 94% Customer Retention Rate • Based in Indianapolis, Indiana • 94% Customer Retention Rate
  4. 4. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink About WebLink • Membership Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success
  5. 5. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  6. 6. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink WebLink Websites • Responsive website design • Automatically adjusts for any screen • Fully integrated database & website
  7. 7. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink About WebLink • iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices
  8. 8. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink WebLink Blog
  9. 9. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Our next webinar: October 31, 2:00 pm EDT 5 Mistakes That Haunt Associations When Using Their Membership Database weblinkinternational.com/haunt
  10. 10. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Do you have a social media strategy and content calendar? We don’t use social media 9% We have a strategy but don’t always follow through 17% We utilize social media but don’t have a strategy 59% We have a strategy and a content calendar 15%
  11. 11. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Do you store your members’ social media pages and profiles in your membership management software? Unsure 26% We don’t have that feature in our system 49% We have social media profile data stored for a FEW members. 16% We have social media profile data stored for MOST members. 9%
  12. 12. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Which social media network have you found to be most effective in connecting with members? Facebook 49% LinkedIn 12% Twitter 9% I'm not sure/other 30%
  13. 13. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Have you acquired a new member via your use of social media? I’m not sure how we could tell 50% No 25% Yes 25%
  14. 14. Strategy
  15. 15. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink What makes up a strategy?
  16. 16. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Goal
  17. 17. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Plan
  18. 18. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Action
  19. 19. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Measurement
  20. 20. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Evaluation & Analysis
  21. 21. Social Media = Communications Tool
  22. 22. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink What is your strategy for... • Newsletter • Events • Email • Website • Blog • Mailers
  23. 23. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Relevant & Useful Information... • Business issues • Government advocacy efforts • Organizational programs • Benefits • Events • Educational or community topics
  24. 24. Use Social Media for the same things! (and more)
  25. 25. Social Media is about...
  26. 26. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  27. 27. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Goal
  28. 28. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink What are your social media goals? Can you answer in 15 words or fewer?
  29. 29. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  30. 30. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  31. 31. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Social Media Goals • Gain new members • Improve retention • Increase event attendance • Exposure for members • Connect businesses • Extend reach • Expand influence • What else?
  32. 32. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Plan
  33. 33. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  34. 34. Let’s give them something to TALK about
  35. 35. How often does your email marketing message get forwarded to a subscriber’s entire address book?
  36. 36. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Add share buttons from Facebook, Twitter, LinkedIn
  37. 37. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Who do they believe? • Consumers trust recommendations from friends and colleagues over advertising • The “social graph” is becoming more important to companies’ marketing efforts
  38. 38. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Action
  39. 39. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Listen, then talk
  40. 40. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Respond
  41. 41. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Tell, Don’t Sell
  42. 42. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Just Be You
  43. 43. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Give Stuff Away
  44. 44. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Admit Your Mistakes
  45. 45. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Be Grateful
  46. 46. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Provide Support
  47. 47. Get them to tell THEIR story (through YOU)
  48. 48. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink What can you post? • “How I got the business” • Write blog posts for you • How issues affect them, both positive and negative (with organizational spin) • Tag them • Mention them • Promote them • Encourage others to reply, respond, retweet
  49. 49. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink ASK them to post after/about... • Joining • Events • Awards • Certifications • Ribbon cuttings • Major business issues • Community topics • Tie to your organization whenever possible
  50. 50. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Ask for referrals • “Do you know any businesses that should join our organization?” • Track in your membership management software • Reward them if the business joins • Thank them via social media
  51. 51. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Catch them promoting you… • Other businesses, especially members! • Ask them to mention your organization, events and programs • Reward them?
  52. 52. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  53. 53. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  54. 54. Yes, your members WANT to know what you’re doing for them and the business community you serve!
  55. 55. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink What you’re doing... • Business issues • Government advocacy efforts • Member programs • Discounts & affinity programs • Events • Community & business topics • Leading • (fun)
  56. 56. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Engaging your tweeps • Reply to them • Retweet them • Ask questions • Post useful information • Include links! • Include photos!
  57. 57. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Things to avoid • Posting same things everyday • Not following back (for local tweeps) • Not replying (one way communications) • Inappropriate posts
  58. 58. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Make your content “sharable” • Social sharing widgets • Like button • Tweet this button • Add This • Share This • Wibiya or other social tool bars
  59. 59. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Social Media Profiles Add links in your signature Staff page on website Footer of email newsletters
  60. 60. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Examples
  61. 61. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  62. 62. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  63. 63. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  64. 64. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  65. 65. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  66. 66. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  67. 67. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLinkTwitter tools for local organizations © WebLink International
  68. 68. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLinkTwitter tools for local organizations © WebLink International
  69. 69. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  70. 70. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Mix online & offline • Send notes for items you see online • Bring up online interactions when face to face • Post about IRL interactions • Share tweets and posts in print, on your website
  71. 71. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink “Use” your members • Who has a big following on Facebook or Twitter? • Find ways to engage them to talk about you • Their fans work for businesses, too! • Reach the next level
  72. 72. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  73. 73. Bonus Facebook Tips
  74. 74. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  75. 75. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Friend-vertise • You can target ads against just the friends of people who have "liked" your brand on Facebook • When those people see your ad, they will see listed the names of their friends who like your brand, too.
  76. 76. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Bonus Tip – For your members Add members’ social media links on their listing on your website. Connect them with potential customers.
  77. 77. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Use your AMS to store members’ profile data
  78. 78. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink 90% of consumers would most likely recommend a brand name to other people after interacting with the brand on social media. Internet Advertising Bureau Study, July 2013
  79. 79. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Measurement
  80. 80. Marketing without metrics isn’t marketing.
  81. 81. It’s guessing.
  82. 82. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Word of Mouth • Powerful • Free • Can’t control • Potentially scary • What are they saying?
  83. 83. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Can you measure it?
  84. 84. How likely is it that you would recommend our organization to a friend or colleague? Scale of 0-10 The Ultimate Question
  85. 85. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Why 0-10? • 1-5 yields “3s” • With 1-10 some people will reverse good/bad
  86. 86. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink How likely is it that you would recommend our organization to a friend or colleague? 10 9 8 7 6 5 4 3 2 1 0 Extremely likely Not likely at all Promoter Passive Detractor
  87. 87. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Net Promoter Score Promoters Net Promoter Score Detractors- =
  88. 88. The results may be humbling.
  89. 89. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink New member sales
  90. 90. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Member retention
  91. 91. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  92. 92. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Evaluation & Analysis
  93. 93. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Tracking • Custom fields in membership management system • Lead source code • Excel or Google docs spreadsheet • Twitter lists – members, prospects • MUST link online action to offline action somehow
  94. 94. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Social Media Monitoring EZ • Twitter Search • Google Alerts • Facebook Page stats • LinkedIn Page stats • Social monitoring tools
  95. 95. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink search.twitter.com
  96. 96. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Google Alerts
  97. 97. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Management, listening & influencer tools • Hootsuite • TweetDeck • Buffer • Radian 6/Salesforce • trackur • Klout • Google “social media monitoring software”
  98. 98. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  99. 99. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Mention
  100. 100. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink ManageFlitter
  101. 101. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Demographics Pro
  102. 102. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Twazzup
  103. 103. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Facebook Insights
  104. 104. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  105. 105. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  106. 106. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink LinkedIn Insight & Analytics
  107. 107. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink LinkedIn - View Your Followers
  108. 108. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Website Traffic
  109. 109. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  110. 110. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink ROI Simplified • What did you want? (GOAL) • What did you get? (RETURN) • How much did it cost? (INVESTMENT) • What are your social media goals? • Do they involve $$?
  111. 111. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Keeping Track – Old School • Log time spent • Budget time • Track leads, sales, etc., in CRM software • Divide sales (goals) by time and $$
  112. 112. “Tools can make this simpler, but ultimately, it’s down to you and your friend Mr. Grey Matter to distill data into insights, and insights into actionable recommendations.” - Kat French, on Social Media Explorer
  113. 113. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink WebLink Recap: An Integrated Solution • ONE web-based centralized database • Prospects, members, non-members and all reps in same system • Financials, events, email, committees, website, reporting Central DB Financial System Website Email Marketing Members Events Prospects
  114. 114. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Association & Chamber Websites • 500+ client websites • WebLink Local business directory drives 67% increase in traffic from organic searches • Adds value for members • Non-dues revenue • Responsive website design
  115. 115. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink iPad App for Mobile Commerce • Sell memberships • Event registrations • Integrated credit card reader
  116. 116. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Our next webinar: October 31, 2:00 pm EDT 5 Mistakes That Haunt Associations When Using Their Membership Database weblinkinternational.com/haunt
  117. 117. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink 3 Questions
  118. 118. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Webinar Recap • We will email copy of presentation to attendees • Link to video recording of webinar • Please let us know if you have any questions
  119. 119. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink The Purple Cow
  120. 120. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink “Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin
  121. 121. WebLink International 3905 W. Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com Curt Moss Senior Product Marketing Manager curt.moss@weblinkinternational.com

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