Presented at Membership Excellence, March 2014, London.

1. Deeson Member
Communications Helping businesses and organisations to achieve their goals
through digital solutions, publishing, branding and marketing
communications since 1959.

2. Emily Turner
Content and Marketing
Strategist
Dominic Deeson
Chairman

3. The BIG DMC
Social Media Audit

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. Five platforms
• Facebook
• Twitter
• LinkedIn
• YouTube
• Google+

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. Anyone can do
social media!
Can’t they?

8. Here are your challenges…
1. KPIs
2. Analytics
3. Skills
4. Resource
5. Content
6. Budget
7. Lack of control

9. And then there is this…
The death of organic reach

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. Why all the tinkering?
The venture capitalists want ROI
Drat…

12. Top score: 29
Lowest score: 0
Average score: 13
Above 2% engagement: 9

13. Winner: GIRLGUIDING UK
Runners up:
• Association of Accounting Technicians
• British Safety Council

14. • 6% engagement
• Aimed at all stakeholders
• Strong management

15. Keeping a heritage organisation relevant

16. • Advocacy
• Emotion
• Beating curation

17. Showcasing members

18. Shareable graphics

19. Lack of images? Use graphics

20. Designing for social media

21. Top score: 27
Lowest score: 7
Average score: 19
Above average influence: 18

22. Winner: GIRLGUIDING UK
Runners up:
• Association of Accounting Technicians
• Association of Optometrists
• Institution of Engineering and Technology

23. • Member support feed
• Transparent and open
• 40% influence rate
• Outside of 9-5pm
• Visual content

24. • • • Simple
Effective
User Rewarding generated interaction
content

25. Retweeting member activity
Clear calls to action

26. Scratch and tweet campaigns
Use backgrounds to
signpost - even with
Twitter’s changes

27. • Event hashtags
• Live event tweeting
• Magazine signposting
• Reciprocal
• Retweeting • Show you are listening

28. Strong video content

29. Top score: 26
Lowest score: 0
Average score: 11
Regular uploads: 5

30. Winners:
• ASSOCIATION OF ACCOUNTING
TECHNICIANS
• INSTITUTION OF ENGINEERING
& TECHNOLOGY
Runners up:
• Chartered Institute of Marketing
• British Safety Council

31. • 600,000 views
• 516 subscribers
• Featured content
• Page complete
• Avatar?

32. • Organisation
• Relevant content
• Strong profession focus

33. • 450,000 views
• 1,790 subscribers
Great content mix:
• Humour (+ animals)
• Practicals
• Event highlights
• News
• Policy
• Resources

34. Showcasing member benefits

35. Top score: 28
Lowest score: 0
Average score: 16
Regular uploads: 4

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. • Nearly 6,000 followers
• Pinned posts
• Daily updates
• Custom visuals
• Good engagement

38. • Careers tab
• Promoting jobs
• Featured employees

39. Promoting:
• Training bookings
• Awards entry

40. Top score: 17
Lowest score: 0
Average score: 3
Linked to YouTube: 3

41. What’s happening with Google+?
Even Google isn’t sure…

42. Winner:
ASSOCIATION OF BRITISH
TRAVEL AGENTS

43. • 27,000 views
• Strong branding
• Daily updates

45. tumbleweed
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!

46. Don’t rely on luck
Get our tips and advice. A
Ask for our audit PDF.

47. Register today

48. !Follow us!
!@DeesonMC
deeson-mc.co.uk