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Memx2014 presentation for MemberWise

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Our results presentation from an audit of 20 member organisations and trade associations across five social media platforms: Facebook, Twitter, LinkedIn, Google + and YouTube. Includes best practice case studies. For the full audit PDF, email emilyt@deeson.co.uk

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Memx2014 presentation for MemberWise

  1. 1. Deeson Member CommunicationsHelping businesses and organisations to achieve their goals through digital solutions, publishing, branding and marketing communications since 1959.
  2. 2. Emily Turner Content and Marketing Strategist Dominic Deeson Chairman
  3. 3. The BIG DMC Social Media Audit
  4. 4. 20 membership organisations • Airport Operators Association • Association of Accounting Technicians • Association of Anaesthetists of Great Britain and Ireland • Association of British Insurers • Association of British Travel Agents • Association of Convenience Stores • Association of Optometrists • British Banking Association • British Beer and Pub Association • British Dental Association • British Safety Council • British Soft Drinks Association • British Toy & Hobby Association • Chartered Institute of Marketing • Chartered Society of Physiotherapy • Girlguiding UK • Institution of Engineering & Technology • Law Society of England & Wales • Renewable UK • Royal College of Psychiatrists
  5. 5. Five platforms • Facebook • Twitter • LinkedIn • YouTube • Google+
  6. 6. The process • Brand consistency • Page set up • Frequency • Response rate • Engagement levels • Customisation • Community management • Social etiquette • Variety • Rich content 30 points per platform across: • Content • Engagement • Branding
  7. 7. Anyone can do social media! Can’t they?
  8. 8. Here are your challenges… 1. KPIs 2. Analytics 3. Skills 4. Resource 5. Content 6. Budget 7. Lack of control
  9. 9. And then there is this… The death of organic reach
  10. 10. Free is over 1. Facebook posts in news feeds down to 2% and to reach zero by end of 2014 2. LinkedIn killed products & services pages, wants showcase pages and is focusing on curation 3. Twitter has launched geo-targeted ads in the UK 4. YouTube is making videos viral before they go viral
  11. 11. Why all the tinkering? The venture capitalists want ROI Drat…
  12. 12. Top score: 29 Lowest score: 0 Average score: 13 Above 2% engagement: 9
  13. 13. Winner: GIRLGUIDING UK Runners up: • Association of Accounting Technicians • British Safety Council
  14. 14. • 6% engagement • Aimed at all stakeholders • Strong management
  15. 15. Keeping a heritage organisation relevant
  16. 16. • Advocacy • Emotion • Beating curation
  17. 17. Showcasing members
  18. 18. Shareable graphics
  19. 19. Lack of images? Use graphics
  20. 20. Designing for social media
  21. 21. Top score: 27 Lowest score: 7 Average score: 19 Above average influence: 18
  22. 22. Winner: GIRLGUIDING UK Runners up: • Association of Accounting Technicians • Association of Optometrists • Institution of Engineering and Technology
  23. 23. • 40% influence rate • Outside of 9-5pm • Visual content • Member support feed • Transparent and open
  24. 24. User generated content • Simple • Effective • Rewarding interaction
  25. 25. Retweeting member activity Clear calls to action
  26. 26. Use backgrounds to signpost - even with Twitter’s changes Scratch and tweet campaigns
  27. 27. • Event hashtags • Live event tweeting • Magazine signposting • Reciprocal • Retweeting • Show you are listening
  28. 28. Strong video content
  29. 29. Top score: 26 Lowest score: 0 Average score: 11 Regular uploads: 5
  30. 30. Winners: •ASSOCIATION OF ACCOUNTING TECHNICIANS •INSTITUTION OF ENGINEERING & TECHNOLOGY Runners up: •Chartered Institute of Marketing •British Safety Council
  31. 31. • 600,000 views • 516 subscribers • Featured content • Page complete • Avatar?
  32. 32. • Organisation • Relevant content • Strong profession focus
  33. 33. • 450,000 views •1,790 subscribers Great content mix: • Humour (+ animals) • Practicals • Event highlights • News • Policy • Resources
  34. 34. Showcasing member benefits
  35. 35. Top score: 28 Lowest score: 0 Average score: 16 Regular uploads: 4
  36. 36. Winners: ASSOCIATION OF ACCOUNTING TECHNICIANS Runners up: • British Safety Council • The Law Society • Royal College of Psychiatrists • Institution of Engineering and Technology • Girlguiding UK
  37. 37. • Nearly 6,000 followers • Pinned posts • Daily updates • Custom visuals • Good engagement
  38. 38. • Careers tab • Promoting jobs • Featured employees
  39. 39. Promoting: • Training bookings • Awards entry
  40. 40. Top score: 17 Lowest score: 0 Average score: 3 Linked to YouTube: 3
  41. 41. Even Google isn’t sure… What’s happening with Google+?
  42. 42. Winner: ASSOCIATION OF BRITISH TRAVEL AGENTS
  43. 43. • 27,000 views • Strong branding • Daily updates
  44. 44. Where do we go from here? • Social doesn’t take five mins • It needs cultural change • Become a social organisation • Use tools • Set goals and measure • Then evaluate, adjust and repeat!
  45. 45. Don’t rely on luck Get our tips and advice. A Ask for our audit PDF.
  46. 46. Register today
  47. 47. ! Follow us! ! @DeesonMC deeson-mc.co.uk

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