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Marketing in the Age of Social Media: ASAE 2012


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Marketing in the Age of Social Media: ASAE 2012

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  5. 5. Via Joe Pulizzi and the Content Marketing Institute.www.contentmarketinginstitute.com1 = something daily (news update on website, thought for the day, Tip of the Day, etc.)7 = Something each week (Tip of the Week, weekly eletter, etc.)30 = Something monthly (magazine, newsletter, webcast, etc.)4 = Something quarterly (Webinar, etc.)2 = Something twice a year (white paper, research report, etc.)1 = Something annually (conference? 5
  6. 6. Consider the desired outcome when developing a social media strategy and make sureit aligns and is supported by your marketing plan. They must both work towards thesame goals. 6
  7. 7. When the National Pasta Association launched its PastaFits campaign to promote pastaas a healthy food choice, it developed a unified brand to implement into its web siteand all of its social media. This brand has consistent color schemes, logos andmessaging in Facebook and Twitter. 7
  8. 8. #4 Increase member engagement with your social media tools by providing hands ontraining and support at your annual meeting. Set up a “social media bar” during anannual meeting reception. Staffers at kiosks throughout the room provide training andhelp set up member smartphones with the association’s LinkedIn group, shortcut toassociation web page, twitter feed and access to Higher Logic collaboration platform.The event was preceded by a brief explanation at the end of the general session. (TheAmerican Pediatric Surgical Association via The Sherwood Group.) 8
  9. 9. When putting together an integrated marketing plan for your meeting, layout the exactcontent/messaging that is approved for use and define exactly what content is going tobe delivered where – this eliminates a lot of repetitive messaging hitting the sameaudiences over and over again. For TRI we highlighted different components of themeeting benefits/messages and identified ahead of time what was emailed, posted onLinkedIn and put on the web site. 9
  10. 10. Social media marketing plan tool and spreadsheet along with content marketingstrategies. 10
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  12. 12. Don’t create a client-named LinkedIn group for members only. Instead make theLinkedIn group accessible to members and non-members by creating a forum forindustry discussion rather than just association business. 12
  13. 13. Engaging your members: Don’t be afraid to ask your members to get involved with thelaunch of your organization’s Twitter Strategy—just make sure they have the tools to getthe job done! Train your members on the goals, encourage them to get involved, helpthem be successful and recognize them for doing so! (Onsite/online training sessions,guidelines, guest posts and “Thank You” stickers)Social Media Activity Increases at AAHPM Annual AssemblyDue to the large number of attendees tweeting at the 2012 Annual Assembly, attendeesreached nearly 368,000 people which equates to 5.5 million impressions (contacts).More than 637 contributors posted 4,969 tweets during the 5 days in Denver (#hpmhashtag). The numbers represent an impressive 250% increase from last year’s statistics. 13
  14. 14. NYWICI engages Twitter followers with periodically scheduled posts. NYWICI directlyinteracts with other twitter users by responding to their tweets, referencing them withan “@” or re-tweeting their tweets. NYWICI’s twitter program not only keeps itsaudiences informed about important happenings, but it also develops a personalrelationship with them. 14
  15. 15. #9 Use a force multiplier to increase your association members’ twitter engagement,non-member followers and promote your association’s advocacy agenda. Organize aone-day Twitterfest in collaboration with other groups allied around a particular issue.Encourage members to tweet a lot. Provide them ideas for tweets as well as messagesto re-tweet. (The Society of Vertebrate Paleontology via The Sherwood Group.) 15
  16. 16. Tracking ROI or the effectiveness of Social Media tools like Twitter – tools,, and 16
  17. 17. If you’re just starting out there are some great tips for writing content from AndyCrestidina of Orbit Media and the Content Marketing Institute. When opened up myTwitter account for TRI I simply started following people talking about tile roofing andresponded to blogs and tweets – ensuring I was using my key words in all my tweetstoo! 17
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  19. 19. Core functions• Agenda• Speakers• FAQ• Hotel maps• Sponsor• Profiles and pictures of state CIOs2012 we added all speaker pictures and bios and left out thespeaker bios and pictures from the printed program (savingmoney and space).In 2012 we added a charity project for our conference. Themobile site allowed participants to easily make their donations viatheir phone during the conference.What we have launched is a mobile site, not an app. A mobile site 19
  20. 20. can easily be bookmarked and used for a conference without theneed for an actual app. This cuts down on the process of having itapproved. 19
  21. 21. Consider using a QR Code on the cover of your brochure to drive members andprospects to a personalized message from your Board President. 20
  22. 22. When the Airline Passenger Experience Association developed a new mobileapplication, it was able to test its success by using Google Analytics. Google Analyticsallows companies to review various statistics about web traffic such as total number ofhits by location and referral source. A company can also review the average pages pervisit and bounce rate as well as break down the visits by mobile and non-mobile users.When Apex made its site functional with mobile devices, it was able to track mobilevisitors using Google Analytics. It discovered that, since implementing the mobile site,the mobile audience doubled and total visitors for the APEX web site increased by 20%. 21
  23. 23. #14 Make it easy and practical: put a QR code on a free “screen cleaning rag” tointroduce a new web feature or microsite. We call it the Q-Rag. Test its success by usingGoogle Analytics. Sell sponsorship on the cleaning rag, or include it as part of your“Social Media Sponsorship Package.” (Association for University Technology Managersvia Sherwood Group.) 22
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  25. 25. Use question, polling and survey functions to get opinions about current issues/topics.You can then take these responses/discussions and expand on them in a blog post. 24
  26. 26. Use Facebook to engage your members for feedback. It’s quick, easy and let’s themmember share in the outcome. Here AANN asked members to vote on photos forannual photo contest. The winning images would ultimately be included in marketingmaterials. 25
  27. 27. Part of the NPA campaign is a Facebook page, which includes the option for pasta fansto ‘like’ Pasta Fits and communicate their passion for pasta as part of a healthy diet. Toincrease the amount of ‘likes,’ the PR team held a recipe contest with a big prize, hosteda twitter party, promoted the page to friends, asked NPA member companies to ‘like’them and engaged a chef spokesperson who promoted Pasta Fits through her blog andsocial media postings, . 26
  28. 28. #19 Don’t avoid launching open social media platforms like facebook and LinkedIn foryour association for fear of what you can’t control. The value and appeal of open socialnetwork platforms like Facebook and LinkedIn is authenticity and community. Ifsomething negative or untrue is posted about your association, there is an opportunityfor education. These sites are generally self-policing. If a user doesn’t correct, prompt amember. Only rarely should staff provide the correction. Remove posts only when theyare illegal or violate terms of service or your association’s code of conduct. (Academyfor Eating Disorders from the Sherwood Group.) 27
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  30. 30. •Common efforts – matching what we do nationally•Working the local angle into your messages 29
  31. 31. A slideshow on your website is a great way to showcase your member’s products. In thiscase, NFBA showcased all of their award winners. A creative way to highlightthe productto the public, while also adding value to your membership. 30
  32. 32. New York Women in Communications (NYWICI) combines web branding, blogging,twitter, facebook and youtube into a cohesive marketing campaign. NYWICI’s blog,“Aloud,” regularly engages the community and develops NYWICI’s brand by publishingthought-provoking articles. 31
  33. 33. #24 Adaptive and responsive web sites don’t frustrate or penalize users based on theirtechnology. Adaptive sites automatically respond to the user’s device (phone, smalltablet, large tablet, laptop, etc.) with a layout and feature set to maximize theexperience, and you aren’t coding separate “mobile sites.” (The Sherwood Group.) 32
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  35. 35. Google Analytics’ new features include mobile and social tracking tools, advertisingtracking enhancements, and so much more. If you’re in charge of a site you can’t workwithout it. 34
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  37. 37. From Andy Crestodina of Orbit Media. See Content Chemistry: the Periodic Table ofContent. 36
  38. 38. Combining live, physical events (e.g. town halls) with live streaming/tweeting/onlinechat. Social media can be a great compliment to a live event with the properpromotion. (i.e. USFRA Food Dialogues) 37
  39. 39. AAHPM added value to an already valuable course. They created a new offering inconjunction with their regularly sold out Board Review Course—Premium Seating. Foran additional $250, the attendee received preferred seating (in first few rows), a $25discount on the course recordings, an invitation-only wine and cheese reception withthe course faculty and a special gift from AAHPM ($10 Starbuck’s gift card, pen, box ofmints and one of our books, The Primer of Palliative Care). They sold all 125 seats. Agreat way to add value for the attendee, and new revenue for the client. 38
  40. 40. Window Covering Safety technicalities can get dry, so Kellen developed The SuperBabySafety Campaign on behalf of the Window Covering Safety Council. It is a series ofonline videos in which your host, Super Baby, explains how children can be kept safewith window coverings. What’s great about video is that it grabs audiences’ attentionwith visuals and sounds in addition to words. Online videos are also interactive ifposted on Vimeo or YouTube because any user can comment. 39
  41. 41. #29 Use a live audience response system via any web-capable smartphone to engagemeeting participants in an interactive session. Check out for inexpensive or freeservice packages. Don’t forget to make sure there is internet access in the meetingroom. (The American Pediatric Surgical Association via the Sherwood Group.) 40
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