U:\My Documents\Amc Institute\Winter 2010\Sm Workshop\Social Media Workshop Preso


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Updated and revised slides from AMC Institute's 2010 Social Media Workshop (Feb 10, San Antonio) with resources and links.

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  • Look at slide on left … what are demographics of your organization? Current members? Potential members? More and more are “connected” online. Challenges organizational communications strategies. Chart at right shows growth … note the growth among those over 50.
  • Chart at Left shows challenge: where are your target audiences? Likely to be in multiple locations. Makes difficult to know which platform to use. Chart at Right shows that Associations are not the sole provider of content. 30% of “online adults” are now creating and sharing content (photos, videos, artwork, stories) … what are your members doing? What are they sharing? Are you providing framework for them to share within your community? Are you part of the community or on the outside watching and wondering?
  • New Communication Strategy Printed pieces like newsletters and journals morphed into electronic pieces posted on your website. Now these pieces, along with a whole host of other content is being distributed at lightning speed through social media tools. People Internet Information (Text, documents, videos, audio, photos)
  • 1. Being a purveyor of information is valuable. Conveyor of information for the associations The association needs to be the source for information to it’s members. If the association does not provide the information, some else or another group will 2. Monitoring the web You need to use tools such as Google Ad words, tweetdeck, hootsuite findout what others are saying about the association or the Westin St. Louis hotel. 3. New marketing opportunities for your clients and you. Marketing the associations in a different way Associations no longer just send an postcard, hardcopy brochure or e-blast out to market the activities They use the social networking outlets, twitters, facebook, linkedin to delivery messages and harness the power of connections to spread the word. This will drive new business for you as the “expert”.
  • It is not just okay today to have a website.. Current with Technology Need to be aware of what is out there and what your association members are using. Social Media is not for every association I personally disagree, each association should have some presence in the social media world, but it depends on the culture of the association Policies Create new policies that are more encompassing of the risk associated with social media. You cannot control what people say about the association Consult your counsel for specifics. Risk Management An association runs the risk of members finding information somewhere else if they don’t provide it. Monitoring the conversation let’s you know what is being said about your client, you, industry, profession. More work If you are doing social media for associations, look to increased workload. Just look a couple of years ago, an association wasn’t worried about social media Today it is beginning to become common practice for an association Watch out for “Scope Creep” because when the contracts were written, you might not have thought about additional hours needed to generate material and push it to the social media sites More Revenue By working with your association you can build more hours into your contracts for “social media”, which in turn will provide you with more revenue Revenue for your associations, increased participation in educational offerings, conferences, subscriptions to magazines, sponsorship participation, etc.
  • Introduce the way you would any other new marketing initiative. Easier path, give first-hand testimonials from other experience. Brian will talk about this in his portion of this workshop.
  • Risk-consult with your attorney.
  • Jamie is going to talk about the main tools that we are all familiar with, but here are a few the can be used in different ways CoTweet Harness twitter and collaborate as a team to deliver tweets It is web-based Tweetchat Follow hashtag converstations For instance you maybe following someone that puts a hashtag in and you see the tweets from that person, but you are not seeing tweets if someone else would be tweeting about the same hashtag Hootsuite Brings all your twitter and facebook feeds into one place Web-based and now there is an iphone version Allows you to have multiple association sets Sets meaning what you tweet, what people tweet about the association, pending tweets TweetDeck Very similar to HootSuite where you can bring together multiple feeds Windows Desktop application along with an iphone version TweetLater A way to schedule tweets if you are not using another tool to schedule tweets Scheduling tweets is a very valuable resource because you can set them up in advance and not worry about them going out everyday Highly recommend that you do scheduled tweets, will save you time in the long run TweetMention
  • U:\My Documents\Amc Institute\Winter 2010\Sm Workshop\Social Media Workshop Preso

    1. 1. Social Media Workshop February 10, 2010 Faculty: Steve Drake, DrakeCo Jim Andrews, Q&A Business Solutions Jamie Notter, Management Solutions Plus Brian Reuwee, DrakeCo
    2. 2. <ul><li>Basics </li></ul><ul><ul><li>What to use? Why? Tips. Policies. </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Building, weaving it all together, overcoming clutter </li></ul></ul><ul><li>AMC Issues </li></ul><ul><ul><li>Introducing to clients; billing; use for AMC marketing </li></ul></ul><ul><li>ROI / Measurement </li></ul>Expectations from Workshop
    3. 3. Today’s Agenda <ul><li>Welcome & Introductions </li></ul><ul><li>Review survey & Expectations </li></ul><ul><li>Preview – Social Media Basics </li></ul><ul><li>Listening & Relationship Strategies </li></ul><ul><li>Measurement & ROI </li></ul><ul><li>Question & Answers </li></ul><ul><ul><li>Break </li></ul></ul><ul><li>Hands-on Tutorials (small groups) </li></ul>
    4. 4. Survey on Social Media Usage AMC Institute Fall 2009
    5. 5. www.pewinternet.org 
    6. 8. Use of Social Media
    7. 9. Use of Social Media
    8. 10. Personal Use of Social Media
    9. 11. Demographics
    10. 12. Demographics
    11. 13. Your Expectations from Workshop <ul><li>Basics </li></ul><ul><ul><li>What to use? Why? Tips. Policies. </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Building, weaving it all together, overcoming clutter </li></ul></ul><ul><li>AMC Issues </li></ul><ul><ul><li>Introducing to clients; billing; use for AMC marketing </li></ul></ul><ul><li>ROI / Measurement </li></ul>
    12. 14. Social Media Overview
    13. 15. What is Social Media + = +
    14. 16. What is the buzz all about? <ul><li>Becoming a recognized thought leader to a wide audience. </li></ul><ul><li>Monitoring the electronic conversation about Industries, Professions, Association Trends, Your association clients, Your AMC </li></ul><ul><li>Reaching a larger audience with your messages. </li></ul>
    15. 17. Positioning Your AMC to Maximize Social Media <ul><li>Be current with the technology and social media tools </li></ul><ul><li>Have Policies in place for usage </li></ul><ul><li>Risk Management </li></ul><ul><li>More Work = More Revenue </li></ul>
    16. 18. Introducing Social Media to Clients <ul><li>Social Media is part of the overall marketing plan </li></ul><ul><li>Utilize a volunteer champion from within the association to “sell” the initiative to the Board. </li></ul><ul><li>Focus on metrics and ROI. </li></ul>
    17. 19. Social Media Communities… The Value to Associations <ul><li>Not new…Yahoo Groups, Google Groups, Bulleting Boards, Listservs </li></ul><ul><li>Strengthening the affinity with the association. </li></ul><ul><ul><li>Members want to be and be associated with thought leaders. </li></ul></ul><ul><li>Inherent risk. </li></ul>
    18. 20. Professional vs. Personal use of Social Media <ul><li>Be careful of who or what you connect to your personal account vs. a business account. </li></ul><ul><ul><li>Fan pages vs. personal accounts </li></ul></ul>
    19. 21. Social Media Platforms <ul><li>MySpace </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul>
    20. 22. Twitter Tools <ul><li>CoTweet ( www.cotweet.com ) </li></ul><ul><li>TweetChat ( www.tweetchat.com ) </li></ul><ul><li>HootSuite ( www.hootsuite.com ) </li></ul><ul><li>TweeetDeck ( www.tweetdeck.com ) </li></ul><ul><li>TweetLater ( www.tweetlater.com ) </li></ul><ul><li>TweetStats ( www.tweetstats.com ) </li></ul><ul><li>Twilert ( www.twilert.com ) </li></ul><ul><li>TwitterBeeps ( www.twitterbeeps.com ) </li></ul><ul><li>SocialMention ( www.socialmention.com ) </li></ul>
    21. 23. Other Low-Cost, Effective Tools/Websites <ul><li>Delicious ( www.delicious.com ) </li></ul><ul><li>Xmarks ( www.xmarks.com ) </li></ul><ul><li>NING ( www.ning.com ) </li></ul><ul><li>Ping ( www.ping.fm ) </li></ul><ul><li>Stumbleupon ( www.socialmention.com ) </li></ul><ul><li>Tweetadder ( www.tweetadder.com ) </li></ul><ul><li>Dropbox ( www.dropbox.com ) </li></ul><ul><li>SocialOomph ( www.socialoommph.com ) </li></ul><ul><li>Socialfish ( www.socialfish.org ) </li></ul><ul><li>NTEN ( www.nten.org ) </li></ul>
    22. 26. User-generated content
    23. 28. What’s Social Media Good For? 1. Listening 2. Building Relationships 3. Building Community
    24. 29. Listening 1. Brand Monitoring 2. Finding relevant topics 3. Finding relevant talkers
    25. 30. Listening: Keywords <ul><ul><ul><li>Organization name </li></ul></ul></ul><ul><ul><ul><li>Organization url </li></ul></ul></ul><ul><ul><ul><li>Execs/personalities/key people </li></ul></ul></ul><ul><ul><ul><li>Other similar or competing orgs </li></ul></ul></ul><ul><ul><ul><li>Programs/products you sell </li></ul></ul></ul><ul><ul><ul><li>Industry terms </li></ul></ul></ul><ul><ul><ul><li>Special events you're running </li></ul></ul></ul><ul><ul><ul><li>Causes you support </li></ul></ul></ul><ul><ul><ul><li>Campaigns you're managing </li></ul></ul></ul>
    26. 31. 4 Free Listening Tools Google Alerts Tweet Beep BackType Social Mention
    27. 32. http://www.google.com/alerts
    28. 34. http://www.tweetbeep.com
    29. 35. http://www.backtype.com
    30. 36. http://www.socialmention.com
    31. 38. Alerts to RSS
    32. 39. RSS in Plain English www.commoncraft.com
    33. 40. Building Relationships 1. Be yourself 2. Tell your stories 3. Find your social objects
    34. 41. Basic Tools Blogs Twitter Facebook/Linked In YouTube
    35. 55. Social Media ROI <ul><li>How do you measure return on investment for social media? </li></ul><ul><li>How to set objectives to determine ROI? </li></ul><ul><li>What are other AMCs and AMC clients doing? </li></ul>
    36. 56. http://www.youtube.com/watch?v=ypmfs3z8esI
    37. 57. Measuring ROI <ul><li>Net Gain (increased revenue &/or decreased costs) - Investment (time & resources) </li></ul><ul><li>Investment </li></ul>= ROI %
    38. 58. Measuring ROI <ul><li>PLAN FIRST </li></ul><ul><li>Set Goals </li></ul><ul><li>Determine Metrics </li></ul><ul><li>Strategy </li></ul><ul><li>Tactics </li></ul>
    39. 59. What others are doing to measure ROI <ul><li>Google Analytics </li></ul><ul><li>Google News Alerts </li></ul><ul><li>New Business Leads </li></ul><ul><li>Followers & Fans </li></ul>
    40. 60. ROI Resources <ul><li>www.delicious.com/BrianReuwee/ROI </li></ul>
    41. 61. Q&A <ul><li>What do you want to learn? </li></ul><ul><li>Survey’s Top Question Area Topics were: </li></ul><ul><ul><li>Social Media Strategy </li></ul></ul><ul><ul><li>AMC “issues” with Social Media </li></ul></ul><ul><ul><li>Measurement / ROI </li></ul></ul>
    42. 62. Hands-on Plans <ul><li>3:45 – 4:15 </li></ul><ul><li>Blogging (Jamie) </li></ul><ul><li>LinkedIn (Jim) </li></ul><ul><li>Twitter (Steve) </li></ul><ul><li>Facebook (Brian) </li></ul><ul><li>4:20 – 4:50 </li></ul><ul><ul><ul><li>Facebook (Brian) </li></ul></ul></ul><ul><ul><ul><li>Google News Alerts (Steve) </li></ul></ul></ul><ul><ul><ul><li>LinkedIn (Jim) </li></ul></ul></ul><ul><ul><ul><li>Twitter (Jamie) </li></ul></ul></ul>