Social Media: Integration for Today’s Educational Marketing Blogs, microblogs, social networks, virtual worlds … and how t...
What I’ll Cover… <ul><li>Evolution of NCACPA’s re-branding efforts </li></ul><ul><li>Incorporation of social media into yo...
By 2006: <ul><ul><li>Increased the recognition of our programs via the consistency achieved by new style guide </li></ul><...
2008 Membership Survey <ul><ul><li>Interim Report  and e-communications are the most preferred and most read by members </...
2009’s Economic Impact <ul><li>How do we maximize exposure and  further  minimize costs in these uncertain times? </li></u...
2009 HOT Topic Conference
2010 Not-For-Profit Conference
Plans for 2010 <ul><ul><li>Website redesign (finally!) </li></ul></ul><ul><ul><li>Recycled paper </li></ul></ul><ul><ul><l...
 
 
How Does Social Media Fit into  the Marketing Puzzle?
Your Beliefs May Get Debunked! <ul><ul><li>Social media is going to have a significant impact on staff resources; we can’t...
The first step is always the hardest. <ul><ul><li>Form an internal team </li></ul></ul><ul><ul><li>“ Listen” to thought-le...
It takes a village. <ul><ul><li>A “silo” approach simply won’t work…  or at least, it won’t work as well! </li></ul></ul>
Build some buzz. <ul><ul><li>Make a plan, but give yourself flexibility. </li></ul></ul><ul><ul><li>Enlist some help... fr...
The billion-dollar question: What’s the ROI? Video: “Social Media ROI,” from Erik Qualman / Socialnomics
What’s the ROI? Wrong question! <ul><li>“ The ROI question should be tied to an initiative, not a tool.” </li></ul><ul><li...
Event blogging <ul><li>Highlight event content </li></ul><ul><li>Promote thought leadership </li></ul><ul><li>Create buzz ...
Event blogging <ul><li>Inform, </li></ul><ul><li>then promote. </li></ul>
Event blogging <ul><li>Inform, </li></ul><ul><li>then promote. </li></ul>
Event podcasting <ul><li>Highlight event content </li></ul><ul><li>Promote thought leadership </li></ul><ul><li>Create buz...
Second Life
Amplifying the message
<ul><li>Hello. </li></ul>The final word …
Questions?
Social Media: Integration for Today’s Educational Marketing   <ul><li>Bill Sheridan, CAE E-Communications Manager / Editor...
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Social Media: Integration for Today’s Educational Marketing

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This presentation was delivered by Lorrie Leonhardt and Bill Sheridan during the 2010 Northeast CPE Conference, held Feb. 22-23 in Florida.

Published in: Technology, Business

Social Media: Integration for Today’s Educational Marketing

  1. 1. Social Media: Integration for Today’s Educational Marketing Blogs, microblogs, social networks, virtual worlds … and how they can promote our continuing education Bill Sheridan, CAE E-Communications Manager / Editor Maryland Association of CPAs Lorrie Leonhardt Director of Communications North Carolina Association of CPAs
  2. 2. What I’ll Cover… <ul><li>Evolution of NCACPA’s re-branding efforts </li></ul><ul><li>Incorporation of social media into your marketing plan—how do you get started? </li></ul>
  3. 3. By 2006: <ul><ul><li>Increased the recognition of our programs via the consistency achieved by new style guide </li></ul></ul><ul><ul><li>Developed tagline for usage on all NCACPA collateral </li></ul></ul><ul><ul><li>Further streamlined marketing efforts/ coordination between internal departments </li></ul></ul>
  4. 4. 2008 Membership Survey <ul><ul><li>Interim Report and e-communications are the most preferred and most read by members </li></ul></ul><ul><ul><li>Focus e-marketing efforts on CPE opportunities and professional news </li></ul></ul><ul><ul><li>Members’ preferences towards printed and electronic communications were equal </li></ul></ul><ul><ul><li>Interest in association developing more online opportunities to learn/connect </li></ul></ul>
  5. 5. 2009’s Economic Impact <ul><li>How do we maximize exposure and further minimize costs in these uncertain times? </li></ul><ul><ul><li>Eliminated printed pieces for some events </li></ul></ul><ul><ul><li>Changes in CPE promotion/printed brochures </li></ul></ul><ul><ul><li>Savings in both expenses and staff time </li></ul></ul><ul><ul><li>Social responsibility </li></ul></ul>
  6. 6. 2009 HOT Topic Conference
  7. 7. 2010 Not-For-Profit Conference
  8. 8. Plans for 2010 <ul><ul><li>Website redesign (finally!) </li></ul></ul><ul><ul><li>Recycled paper </li></ul></ul><ul><ul><li>Increased utilization of e-marketing vs. print </li></ul></ul><ul><ul><li>Formalize social media efforts </li></ul></ul>
  9. 11. How Does Social Media Fit into the Marketing Puzzle?
  10. 12. Your Beliefs May Get Debunked! <ul><ul><li>Social media is going to have a significant impact on staff resources; we can’t possibly add this to our already-full plates. </li></ul></ul><ul><ul><li>Members aren’t interested in social media channels related to the association. They want to keep their professional and personal interests separate. </li></ul></ul>
  11. 13. The first step is always the hardest. <ul><ul><li>Form an internal team </li></ul></ul><ul><ul><li>“ Listen” to thought-leaders in the profession </li></ul></ul><ul><ul><li>Check out other state societies’ pages </li></ul></ul><ul><ul><li>Create awareness of your presence </li></ul></ul>
  12. 14. It takes a village. <ul><ul><li>A “silo” approach simply won’t work… or at least, it won’t work as well! </li></ul></ul>
  13. 15. Build some buzz. <ul><ul><li>Make a plan, but give yourself flexibility. </li></ul></ul><ul><ul><li>Enlist some help... from members. </li></ul></ul><ul><ul><li>Reinforce your message to those on your mailing list and likely reach others who aren’t even on it! </li></ul></ul><ul><ul><li>Could social media help “convince” prospects to take the plunge and register? </li></ul></ul>
  14. 16. The billion-dollar question: What’s the ROI? Video: “Social Media ROI,” from Erik Qualman / Socialnomics
  15. 17. What’s the ROI? Wrong question! <ul><li>“ The ROI question should be tied to an initiative, not a tool.” </li></ul><ul><li>-- Michelle Golden </li></ul>
  16. 18. Event blogging <ul><li>Highlight event content </li></ul><ul><li>Promote thought leadership </li></ul><ul><li>Create buzz </li></ul>
  17. 19. Event blogging <ul><li>Inform, </li></ul><ul><li>then promote. </li></ul>
  18. 20. Event blogging <ul><li>Inform, </li></ul><ul><li>then promote. </li></ul>
  19. 21. Event podcasting <ul><li>Highlight event content </li></ul><ul><li>Promote thought leadership </li></ul><ul><li>Create buzz </li></ul><ul><li>(Sound familiar?) </li></ul>
  20. 22. Second Life
  21. 23. Amplifying the message
  22. 24. <ul><li>Hello. </li></ul>The final word …
  23. 25. Questions?
  24. 26. Social Media: Integration for Today’s Educational Marketing <ul><li>Bill Sheridan, CAE E-Communications Manager / Editor Maryland Association of CPAs www.MACPA.org www.CPASuccess.com [email_address] </li></ul><ul><li>Twitter.com/BillSheridan </li></ul><ul><li>Facebook.com/BillSheridan </li></ul><ul><li>LinkedIn.com/in/BillDSheridan </li></ul><ul><li>Lorrie Leonhardt Director of Communications North Carolina Association of CPAs www.NCACPA.org [email_address] </li></ul><ul><li>Twitter.com/NCACPAnews </li></ul><ul><li>LinkedIn.com/in/LorrieLeonhardt </li></ul>

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