Get Ready, Set,EngageUsing Social Media toConnect with YourMembers
Join our conversation:#AIAGR-SocMediaWe’ve started a conversationand will continue it after thepanel. Chime—or “tweet”—in!
What Is Social Media?    Presenter: Sybil Walker Barnes                      AIA National
What is social media?           An umbrella term that defines           the various activities that           integrate te...
Put another way, it’s the millionsof conversations taking placeonline every day, all day.
What’s the big deal?           New technologies are changing           consumer (member) behavior.            Shifted fro...
What sites comprise social media?
Why should my component careabout social media?Reason #1:Because 3 out of 4 Americans use socialmedia(Forrester, The Growt...
Why should my component careabout social media?Reason #3:Because time spent on social sites is growingat three times the o...
LinkedIn Case StudyBoston Society of Architects         Presenter: Karin Broadhurst
What is it? Professional networking (rather than social) Business oriented An online resume
Why use it? Create a contact network  (yours plus access to your contacts’ contacts) Find jobs, people, and business opp...
How is the BSA using LinkedIn?LinkedIn Groups and Subgroups: like the oldBSA network, but online (& international) Post n...
Groups: Things to Consider Who can join?  (members? industry folks? everyone?) Monitoring posts Who manages it?  (staff...
Facebook Case Study                     AIA | DC   Presenter: Jennifer Motruk-Loy
What is it?Imagine LinkedIn as you in a suit, networking,professional.Facebook is you in business casual, or weekend casua...
How does Facebook work? It’s a social networking web site where users can add friends and send themmessages and update th...
Washington chapter AIA case studyAIA | DC established a Facebook page in summer2008 to garner more recognition and raiseaw...
Group: Organization Members Info Discussions Photos Events Video
 Admins Officers Members (profiles) Events Settings
AIA|DC use and successful applications of Facebook toolsFor visibility and cross-marketing of programs, events      Calls...
What has Facebook done for AIA | DC? We’ve garnered a spot on this discussion panel! We’ve connected with constituent me...
How do you know if it’s right for your component? Is your component small or large? Will you potentially grow to havemore...
Facebook best practices for AIA components Visit and join other groups to learn about the functionality and bestapplicati...
Facebook best practices for AIA components > more Include a Facebook link to join the Group on the home page of  your web...
Twitter Case StudyAIA New York Chapter    Presenter: Emily Nemens
What is it? Microblogging site launched in 2006 Millions of users around globe
What is it? Microblogging site launched in 2006 Millions of users around globe
It’s also… Fast, efficient, communication    Each tweet is 140 characters – the same as a text message –     but much sa...
…and it offers: Utility + social media = Long lasting web presence    “Plumbing” for the internet, “Why Twitter will end...
Who is using Twitter? Politicians Celebrities Businesses …and architects?
How does it work? The Basics: Sign up for an account Start sending out short messages Invite friends through other mean...
How does it work? The Basics Sign up for an account Start send out short messages Find people you want to follow, and h...
Sample Tweet
Twitter.com/CenterForArch Started tweeting spring 2009 Send out messages    CenterforArch tweets about events, competit...
How AIANY is using Twitter. Beyond the basics: Retweeting and Mentions    “RT” quotes someone else, “@name” is a link to...
How AIANY is using Twitter. Beyond the basics: Hashtags: #AIAGR-SocMedia    Instant search that links tweets into a chai...
Why AIANY is using Twitter: Utility – ease of communication Social media    Resource sharing leads to relationships, lo...
For every component! Big – Components – broadcast news about events    Can be delegated to communications staff Publica...
– and small Personal accounts – share expert opinions    As leaders in the field, people want to know what you’re thinki...
Things to consider: Decide which is right for you and your  component    No “right” answer for all AIA chapters, but as ...
Good luck tweeting!
Roadmap for Your Component        Presenter: Erin Hoffer, AIA, LEED AP
Social Media Road Map Defining Objectives Recapping On-ramps Measuring Success
Defining Objectives   Making knowledge accessible?   Increasing member engagement?   Increasing member competency?   I...
Social Media Policy Issues   Transparency   Standards   Content Readiness and Review Process   Content Appropriateness...
Measurement Issues   Technology   Resources – budget and capacity   Mapping to objectives   Research framing question
Measuring Success - Twitter   Event Registrants Driven by Content?   Event Attendees Driven by Content   Outbound Commu...
Measuring Success - LinkedIn   How many members?   Discussion activity?   Discussion reposts?   Interconnections   Ne...
Measuring Success - Facebook Attachment? Departures? Contributions,  Comments? Event Registrants  Driven by Content? ...
Recapping the On-ramps – Twitter   Market your Twitter stream(s)   Tweeting frequency, ownership   Use Twitter Profile...
Recapping the On-Ramps – LinkedIn   Engagement   Standards, Rules   Awareness   Linkages
Recapping the On-Ramps – Facebook   Event Awareness – date, time, locations   Interactive Experiences – Photos/Video   ...
Measuring Success – Monitoring Tools Social Media Monitoring Tools    TruCast http://www.trucast.net/ Positive vs. Nega...
Measurement            Current Tool               Success MetricNeedListening/Monitoring   -Social Media Monitoring   Sent...
Social Media Alternatives ex: Retrofit Game ex: YouTube ex: AU
Thinking about the Future
GENERAL:Getting Started with Social Media – A Guide and Resource ListArticle: http://www.technotheory.com/how-to-use-socia...
FACEBOOK:Getting Started with Facebook for Companies and OrganizationsArticle: http://fastwonderblog.com/2009/04/07/gettin...
. . . So start engaging!            Questions?            Karin Broadhurst,            kbroadhurst@architects.org         ...
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
Get Ready, Set, Engage!  Using Social Media to Connect with Your Members
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Get Ready, Set, Engage! Using Social Media to Connect with Your Members

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Social media can be leveraged to help chapters connect with their members--all around such common goals as increasing awareness, gaining members, or highlighting chapter events.

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Get Ready, Set, Engage! Using Social Media to Connect with Your Members

  1. 1. Get Ready, Set,EngageUsing Social Media toConnect with YourMembers
  2. 2. Join our conversation:#AIAGR-SocMediaWe’ve started a conversationand will continue it after thepanel. Chime—or “tweet”—in!
  3. 3. What Is Social Media? Presenter: Sybil Walker Barnes AIA National
  4. 4. What is social media? An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. - Wikipedia
  5. 5. Put another way, it’s the millionsof conversations taking placeonline every day, all day.
  6. 6. What’s the big deal? New technologies are changing consumer (member) behavior.  Shifted from a one-way conversation  No longer communicating in a tunnel where only one person benefits  Now everyone is a publisher
  7. 7. What sites comprise social media?
  8. 8. Why should my component careabout social media?Reason #1:Because 3 out of 4 Americans use socialmedia(Forrester, The Growth of Social Technology Adoption, 2008)Reason #2:Because visiting social sites is the fourthmost popular online activity(Nielsen, Global Faces and Networked Places, 2009)
  9. 9. Why should my component careabout social media?Reason #3:Because time spent on social sites is growingat three times the overall Internet rate(Nielsen, Global Faces and Networked Places, 2009)Reason #4:Because social media is like word of mouthon steroids
  10. 10. LinkedIn Case StudyBoston Society of Architects Presenter: Karin Broadhurst
  11. 11. What is it? Professional networking (rather than social) Business oriented An online resume
  12. 12. Why use it? Create a contact network (yours plus access to your contacts’ contacts) Find jobs, people, and business opportunities Cultivate a talent pool
  13. 13. How is the BSA using LinkedIn?LinkedIn Groups and Subgroups: like the oldBSA network, but online (& international) Post news and discussion questions Send group messages Share files
  14. 14. Groups: Things to Consider Who can join? (members? industry folks? everyone?) Monitoring posts Who manages it? (staff? volunteer members?)
  15. 15. Facebook Case Study AIA | DC Presenter: Jennifer Motruk-Loy
  16. 16. What is it?Imagine LinkedIn as you in a suit, networking,professional.Facebook is you in business casual, or weekend casualdress, chatting and sharing things you have in commonwith others.Twitter is you in track shoes, trying to keep up or justkeep ahead...
  17. 17. How does Facebook work? It’s a social networking web site where users can add friends and send themmessages and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by city, workplace, school, andregion. Users can join and create up to 200 groups (formatted as pages) as membersaccording to their interests or areas of expertise. The Group will appear in thesearch results of Facebook if the group is on ‘public’ view. Users can choose to become a fan of pages according to their interests toconnect and interact with other strangers that can become connections.
  18. 18. Washington chapter AIA case studyAIA | DC established a Facebook page in summer2008 to garner more recognition and raiseawareness of the Chapter’s activities and topromote membership, educational opportunities,and special events.We also created DesignDC 2009 for a conferencebut will consolidate both this year.On Facebook, both groups are classified as:a Group > specifically an OrganizationCurrently, with 446 “members,” which continuesto grow daily.
  19. 19. Group: Organization Members Info Discussions Photos Events Video
  20. 20.  Admins Officers Members (profiles) Events Settings
  21. 21. AIA|DC use and successful applications of Facebook toolsFor visibility and cross-marketing of programs, events  Calls for entry to competitions  Registration for classes and events  Showcasing award-winning projects in a virtual galleryFor generating dialogue between members  Introducing members to each other  ‘Meeting’ new members or colleagues in other regions  Generating an informal “Job Bank”Reaching out to younger generation constituents  Mobile communications / link to web site blogs and Twitter
  22. 22. What has Facebook done for AIA | DC? We’ve garnered a spot on this discussion panel! We’ve connected with constituent members that we don’t otherwise interact with on a regular basis We’ve spread the word on DesignDC and have elevated recognitionof AIA | DC in search results It has made us seriously review and revise our strategic marketingplanning for 2010 and beyond!
  23. 23. How do you know if it’s right for your component? Is your component small or large? Will you potentially grow to havemore than 5,000 Facebook fans or members? Do you need a new way to communicate to and engage with yourconstituents? Is your web site static? Do you want to incorporate interactivemedia in an easy way? Is there someone who can dedicate the time and consistency toupdate and maintain the page?
  24. 24. Facebook best practices for AIA components Visit and join other groups to learn about the functionality and bestapplications for your component Display a clear representation of your brand / chapter Use multiple administrators to keep information current and relevant Link to other social media / traditional online communications via web sitefeed, blogs, Twitter, etc. Showcase upcoming events; take RSVPs and link to event sites Post component event documentation via photos or videos Generate discussions and forums for sharing best practices, new information on business developments Survey group members for suggestions, committee participation or for leadership involvement
  25. 25. Facebook best practices for AIA components > more Include a Facebook link to join the Group on the home page of your web site Link your web site blog to your Facebook page and to your Twitter account so you’re updating in one place and aggregating information for your members Always include event links / links for more information and shorten via http://bit.ly Allow Facebook to contact you via email when a new member joins – send a thank you and ask them to get involved Keep up on the Facebook discussion boards and general best practices to make the most of this social networking and membership-building tool
  26. 26. Twitter Case StudyAIA New York Chapter Presenter: Emily Nemens
  27. 27. What is it? Microblogging site launched in 2006 Millions of users around globe
  28. 28. What is it? Microblogging site launched in 2006 Millions of users around globe
  29. 29. It’s also… Fast, efficient, communication  Each tweet is 140 characters – the same as a text message – but much savvier than “mass texting” An informational, social, and professional network  You have “followers” and can “follow” others
  30. 30. …and it offers: Utility + social media = Long lasting web presence  “Plumbing” for the internet, “Why Twitter will endure,” NYT, 1/1/2010 http://www.nytimes.com/2010/01/03/weekinreview/ 03carr.html?scp=5&sq=twitter&st=cse Free, sophisticated marketing tool for the right user  Anyone can learn how to make the most of twitter: twitter.com/Twitter_Tips
  31. 31. Who is using Twitter? Politicians Celebrities Businesses …and architects?
  32. 32. How does it work? The Basics: Sign up for an account Start sending out short messages Invite friends through other means  Email, social media, newsletters, Twitter mentions Start a conversation
  33. 33. How does it work? The Basics Sign up for an account Start send out short messages Find people you want to follow, and hope thatpeople start to follow you.
  34. 34. Sample Tweet
  35. 35. Twitter.com/CenterForArch Started tweeting spring 2009 Send out messages  CenterforArch tweets about events, competitions, and news Following colleagues, components, members,and publications  As of Jan 2010, we had 1406 followers, and were listed on 109 lists (new feature in 2009)
  36. 36. How AIANY is using Twitter. Beyond the basics: Retweeting and Mentions  “RT” quotes someone else, “@name” is a link to account Send messages to specific people  140 word personal messages, start tweet with “@name”
  37. 37. How AIANY is using Twitter. Beyond the basics: Hashtags: #AIAGR-SocMedia  Instant search that links tweets into a chain/conversation Analytics  http://bit.ly/ will shorten your web address, tracks clicks
  38. 38. Why AIANY is using Twitter: Utility – ease of communication Social media  Resource sharing leads to relationships, loyalty Two-way relationship replaces standard, one-way marketing – and it’s FREE  Expanding network, improving “member” (follower) value
  39. 39. For every component! Big – Components – broadcast news about events  Can be delegated to communications staff Publications  Break stories between publishing dates, generate traffic to news site, editorialize on other publications’ news
  40. 40. – and small Personal accounts – share expert opinions  As leaders in the field, people want to know what you’re thinking about, reading, and designing
  41. 41. Things to consider: Decide which is right for you and your component  No “right” answer for all AIA chapters, but as professionals, there is one wrong way: too personal. Be a good representative! Commit to consistency  Don’t overtweet or go missing for months – you want to be a reliable source
  42. 42. Good luck tweeting!
  43. 43. Roadmap for Your Component Presenter: Erin Hoffer, AIA, LEED AP
  44. 44. Social Media Road Map Defining Objectives Recapping On-ramps Measuring Success
  45. 45. Defining Objectives Making knowledge accessible? Increasing member engagement? Increasing member competency? Increasing career opportunities through networking? Influencing member interest, action? Other ideas?
  46. 46. Social Media Policy Issues Transparency Standards Content Readiness and Review Process Content Appropriateness (Audience Considerations) Emphasis on Relevance, Value Managing Feedback and Response
  47. 47. Measurement Issues Technology Resources – budget and capacity Mapping to objectives Research framing question
  48. 48. Measuring Success - Twitter Event Registrants Driven by Content? Event Attendees Driven by Content Outbound Communications? Customer Engagement? Attachment? Click Through? Retweets?
  49. 49. Measuring Success - LinkedIn How many members? Discussion activity? Discussion reposts? Interconnections Networking?
  50. 50. Measuring Success - Facebook Attachment? Departures? Contributions, Comments? Event Registrants Driven by Content? Event Attendees Driven by Content? Click Through?
  51. 51. Recapping the On-ramps – Twitter Market your Twitter stream(s) Tweeting frequency, ownership Use Twitter Profile Find “Tweeple” Download applications Link to web content
  52. 52. Recapping the On-Ramps – LinkedIn Engagement Standards, Rules Awareness Linkages
  53. 53. Recapping the On-Ramps – Facebook Event Awareness – date, time, locations Interactive Experiences – Photos/Video Links connected to member-relevant topics Divide and conquer Wall settings Frequency of Status Updates Provocative Discussion
  54. 54. Measuring Success – Monitoring Tools Social Media Monitoring Tools  TruCast http://www.trucast.net/ Positive vs. Negative Sentiment Number of threads discovered Number of responses to threads
  55. 55. Measurement Current Tool Success MetricNeedListening/Monitoring -Social Media Monitoring Sentiment, topic mentions, post authors, post Tools (i.e. TruCast) volume, share of voice in market (engagement)Tracking initiatives - Analytics tagging & Traffic driven to a destination, traffic converting MURLs (i.e. event registrations)Publishing Amount of publishing over a set period of time; - TweetDeck (individual) amount of content reuse (RT, YT embeds, FB - Cotweet (group) shares); relationships developed with other advocate publishersVolume/Influence - Facebook Subscriber/fan/follower numbers - Twitter YouTube: video star rating & # of comments - YouTube YT/FB/TW: star rating, favorites, etc.Problems, - TruPulse Case studies of issue resolution; EmergenciesComplaints - cotweet handled ; Member surveys demonstrating - Member surveys improved satisfaction or engagement.
  56. 56. Social Media Alternatives ex: Retrofit Game ex: YouTube ex: AU
  57. 57. Thinking about the Future
  58. 58. GENERAL:Getting Started with Social Media – A Guide and Resource ListArticle: http://www.technotheory.com/how-to-use-social-media-guide/40 Key Elements to Get Started in Social MediaArticle: http://www.louisgray.com/live/2009/01/40-key-elements-to-getting-started-in.htmlHow to Get Started With Social Networking: Picking the Right Social Network For YouArticle: http://webtrends.about.com/od/socialnetworking/a/socialnetwork_h.htmTWITTER:How to Use Twitter (Google Video)Twitter 101 for Business: A Special GuideeGuide: http://business.twitter.com/twitter101Newbies Guide to TwittereGuide: http://news.cnet.com/newbies-guide-to-twitter/
  59. 59. FACEBOOK:Getting Started with Facebook for Companies and OrganizationsArticle: http://fastwonderblog.com/2009/04/07/getting-started-with-facebook-for-companies-and-organizations/32 Ways to Use Facebook for BusinessArticle: http://webworkerdaily.com/2009/07/21/32-ways-to-use-facebook-for-business/Facebook for MarketingWebsite: http://www.facebook.com/marketingLINKEDIN:100+ Smart Ways to Use LinkedInWebsite: http://www.linkedintelligence.com/smart-ways-to-use-linkedin/GENERAL:Book: “ANYWHERE” by Emily Nagle Green of www.yankeegroup.com
  60. 60. . . . So start engaging! Questions? Karin Broadhurst, kbroadhurst@architects.org Erin Hoffer, erinrae.hoffer@autodesk.com Jennifer Motruk-Loy, jml@marketingbyjml.com Emily Nemens, enemens@aiany.org Sybil Walker Barnes, sbarnes@aia.org

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