Social Media Strategy for Retention and Sales

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Recorded webinar on October 9, 2013. …

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.

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  • 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. 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. 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink WebLink Blog
  • 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. 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. 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. 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. 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. Strategy
  • 15. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink What makes up a strategy?
  • 16. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Goal
  • 17. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Plan
  • 18. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Action
  • 19. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Measurement
  • 20. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Evaluation & Analysis
  • 21. Social Media = Communications Tool
  • 22. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink What is your strategy for... • Newsletter • Events • Email • Website • Blog • Mailers
  • 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. Use Social Media for the same things! (and more)
  • 25. Social Media is about...
  • 26. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 27. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Goal
  • 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 30. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Plan
  • 33. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 34. Let’s give them something to TALK about
  • 35. How often does your email marketing message get forwarded to a subscriber’s entire address book?
  • 36. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Add share buttons from Facebook, Twitter, LinkedIn
  • 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Action
  • 39. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Listen, then talk
  • 40. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Respond
  • 41. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Tell, Don’t Sell
  • 42. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Just Be You
  • 43. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Give Stuff Away
  • 44. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Admit Your Mistakes
  • 45. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Be Grateful
  • 46. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Provide Support
  • 47. Get them to tell THEIR story (through YOU)
  • 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. 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. 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 53. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 54. Yes, your members WANT to know what you’re doing for them and the business community you serve!
  • 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. 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. 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. 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Examples
  • 61. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 62. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 63. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 64. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 65. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 66. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 67. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLinkTwitter tools for local organizations © WebLink International
  • 68. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLinkTwitter tools for local organizations © WebLink International
  • 69. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 73. Bonus Facebook Tips
  • 74. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Use your AMS to store members’ profile data
  • 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Measurement
  • 80. Marketing without metrics isn’t marketing.
  • 81. It’s guessing.
  • 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Can you measure it?
  • 84. How likely is it that you would recommend our organization to a friend or colleague? Scale of 0-10 The Ultimate Question
  • 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Net Promoter Score Promoters Net Promoter Score Detractors- =
  • 88. The results may be humbling.
  • 89. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink New member sales
  • 90. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Member retention
  • 91. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 92. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Evaluation & Analysis
  • 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink search.twitter.com
  • 96. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Google Alerts
  • 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 99. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Mention
  • 100. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink ManageFlitter
  • 101. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Demographics Pro
  • 102. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Twazzup
  • 103. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Facebook Insights
  • 104. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 105. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 106. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink LinkedIn Insight & Analytics
  • 107. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink LinkedIn - View Your Followers
  • 108. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Website Traffic
  • 109. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
  • 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 $$?
  • 111. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink Keeping Track – Old School • Log time spent • Budget time • Track leads, sales, etc., in CRM software • Divide sales (goals) by time and $$
  • 112. “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. 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. 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. 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. 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink 3 Questions
  • 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. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink The Purple Cow
  • 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. 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