People + online tools + Information (Text, documents, videos, audio, photos) all encompasses “Social Media” Think of it as a “New Communication Strategy” This is like 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.
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 electronic conversation You need to use tools such as Google Ad words, socialmention, tweetdeck, hootsuite to find out what others are saying about the association or the Example: Beth is following a local reporter in St. Louis on twitter. She noticed that the reporter was tweeting and asking off the record if anyone knew how to get a hold of household staff at the Westin St. Louis hotel, well Beth then copied the tweet and sent it over to the Sales Manager over at the Westin that she knows because he was currently on the board of one of our associations. 3. Reaching a larger audience with your messages You can now expand globally for minimal cost to the association. --------------------------------------------- 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, the industry, and the 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
Introduce the way you would any other new marketing initiative. Easier path, give first-hand testimonials from other experience. We introduced social media last year to one of our clients and it increased their conference attendance by 6%. In the down economy it was a plus. The awareness about the association also was increased because we had followers retweeting our messages 3. ROI - Brian will talk about this in his portion of this workshop. - Clients like to see how it can benefit their bottom line, associations are no different.
Risk-consult with your attorney.
Professional vs. Personal Use of Social Media Well all I say is be careful of who or what you connect to your personal accounts vs. business accounts. Facebook - Use fan pages vs. personal connections
MySpace Started for bands to advertise their music on the internet and connect to fans Currently there are over 68 million users Facebook Started as college students keeping connected, now it is one of the hottest social networking sites out there. Associations are using Fan Pages to harness the power of marketing. It is 6 yrs old and has about 400+ million users LinkedIn The Professional Social Networking site for business connections Associations are using it as a member benefit to have open forum discussions Blogs Create short articles and allow other people to make comments about the article A platform to be an authority on topics Twitter A form of micro-blogging Small precise statements (140 characters) to redirect to another website for more information YouTube Videos Associations using it to broadcast information. How-tos, advertising That is a short overview of the top 6 social media networking platforms
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 There is a hashtag for the AMCi Winter conferenc #AMCI2010 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 TweetStats Quick and easy way to get stats on tweets Twilert Works like google alerts, just for twitter Twitterbeep Mis print on the slide, drop the S Another resource to get hourly updates of mentioning the association or keywords Socialmetion Another google alerts like tool Goes through a bunch of social media sources I mention a bunch of tools about tracking and analyzing, that is important to find out what is going on because it is happening even if the association is not doing anything.
Here are some websites that would be interesting for various reasons Delicious Sharing bookmarks across the interent Xmarks Ever wonder how to sync bookmarks with various computers, this is the tool NING Social networking building site Very easy to setup PING - Great website to send conent to about 40+ social media sites Stumbleupon Get rated websites based on your preferences Tweetadder A way to promotte and marketing tool Dropbox - Way to share files across the internet along with cloud storage SocialOomph Tweetlater name change Socialfish Maddie Grant, CAE and Lindy Dreyer association industry bloggers NTEN Great resource for non-profits professionals and the use of technology
Amci Social Media Wrk Shp Overview
Social Media Basics By Jim Andrews Q&A Business Solutions February 10, 2010
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>
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>
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>
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>
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>
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>