Social Media 201


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  • Pinpoint a few application/tools to use and use them well.ROI – return on investment
  • It’s been a challenge communicating with membership via email. It’s hard to capture attention when 22% of emails are blocked by spam filters and the average person still receives 574 emails a week. Our membership is asking for “on demand” tools and resources available to them 24/7.We view social media as an online engagement strategy for recruitment and retention. Engagement tool – member can generate and receive content, increase networking opportunities to foster sense of community, increase frequency of touch points with members, increase CAFP visibility.
  • Based on US online adults and percent who do each activity at least monthly or more.In 2005, 8% of online adults had a profile on a social network site. 35% had one in January 2009. By August 2009, 44.2% do! (, August 2009)
  • Facebook ranked #5 for most accessed Web site by Americans. It beat out eBay and news media sites like New York Times and ESPN. Other honorable mentions include WordPress (blogs) at #31, (photo-sharing) at #33, and Twitter (mini blogs) at #46.Flickr is pat of Yahoo! Sites.
  • 217 members on CAFP’s Facebook page.We are not able to embed links back to CAFP Web site with logos and names (point to logo on top) – but what we plan to do is add our URL to the logo so we can promote the Web site.We migrated from a Facebook Group to a Page because it has more customizable options, is easier to work with, and provides a “cleaner look” compared to Groups.A page is very similar to a personal profile, except it allows other Facebook account holders to become “fans” of your organization. Some of the perks include:The page administrator is able to rearrange the layout to better organize the content. We can incorporate Facebook and third party applications onto the page. For example, CAFP uses Social RSS to display content fro our delicious feed. We use Notes to feed content from out RSS feed. When something new is posted on, it appears in the Facebook wall (or the news feed). This gives the content more exposure and allows Facebook users to comment on certain content.You can organize uploaded photos into albums (this feature is not available for Groups).
  • Other tools: Earthkeepers (create branded tools and games), Causes (application for 501c3 non-profits only, great for donation drives and recruitment).
  • Facebook is a great way to reach out to members and prospective members. Make sure you include the URL on the Facebook page so people know where to go for additional information and resources. Clicking on names and logos doesn’t take you to your chapter’s site.
  • Ning networks are searchable by topicCan restrict access – close group
  • Content – mainly generated by RSS feeds.To contact member, click on their photo on the left.Has IM option to conduct chapter business using live chat.
  • Can upload photos and start discussions (people can post responses at any time).Unlike Facebook, the RSS feeds link back directly to the source page.
  • CAFP uses YouTube as another outlet to promote CAFP and communicate with prospective members. We have uploaded advocacy videos and our EVP’s weekly podcast to our channel. Videos are tagged by keywords, and you can track the video’s popularity by looking at the number of views. Uploading videos on YouTube also allows anyone to bookmark or forward the video to others  extremely viral.Subscription available; admin. receives notification when comments are posted.We also house the videos on our Web site, but aim to keep a smaller archive to prevent taking up too much server space.
  • CAFP uses Flickr to store photos so it does not take up too much server/Web site space.We are able to embed photos into CAFP Web pages by using free applications from Flickr (simple html code).Flickr badges.
  • Great way to make a Web page more dynamic with moving photos.
  • CAFP uses Drupal software as our Web content management program, which contains a blog feature.3 blogs – FP Forum (leadership), resident, and legislative advocacy.Included box on home page to increase visibility of the blogs.
  • Comments and Web analytics are simple ways to identify hot topics and evaluate outreach and marketing efforts without conducting a member or readership survey.
  • Since the inclusion of the blogs and comment feature, the number of page views of CAFP home page have almost doubled (2918 to 5286) compared from 2008 to 2009.We make it a point to post a new blog posting each week. A weekly “CAFP This Week” summary is posted to the FP Forum/leadership blog. Other two blogs receives a posting every month or two. We hope to increase readership by assembling a team of FPs as blog posters to help shoulder the time it takes to craft and post messages every few days instead of weeks at a time.
  • Weekly podcast gets about 55-60 views/each on our own Web site. Takes ½ hour to tape with camcorder. Requires minimal editing for 7 minutes of video/audio. Makes a great soundbyte for anyone on the go.People can download to iPods through iTunes or view on cell phone through YouTube.
  • Modify current eNewsletters to be more graphic heavy, including titles only for listing and links to Web site for content.
  • We mimicking our Website design in our eNewsletters. We usethe same colors, logos, link styling, and fonts from your actual site layout to let the reader get a feeling like they’re at the site themselves without leaving their inbox.
  • Use Campaign Monitor to track analytics. AiA gets about 16-18% open rate.We do use eMarketing module in Avectra NetForum for smaller targeted blasts (e.g., chapters, simple one-topic announcements). But rely on Campaign Monitor to send out eblasts to track analytics.
  • A successful eNewsletter is one people will OPEN, Read and Forward.The most effective email newsletters are built around clear, strong content.  Internet users will quickly scan your email to see if it is worth reading. If they don’t “get it” fast, they’ll delete your message.  If they "get it", they’ll click to read more on your website. That’s your goal: Use your eNewsletter to send traffic to your website.Check to make sure every click thru links readers to the correct landing page on your website. It might not be your homepage.Tailor your content so that it precisely addresses your audience’s interest. Create different versions of your email marketing message for segments by age, practice type, and location.
  • Boost traffic and click throughs with a combination of useful content, word-of-mouth marketing, contests, and polls.Need buy-in from leadership and active members. They are your promoters.
  • Social Media 201

    1. 1. CAFP and Social Media<br />Embracing Web 2.0 in Membership Outreach<br />Jessica Kuo – October 7, 2009<br />
    2. 2. Value of Social Media<br />Powerful connector<br />Viral spread<br />Interactive<br />High visibility<br />Accessible anywhere at anytime<br />Cost effective <br />
    3. 3. Association Trends<br />57% are using some type of social media platform; 59% of those not currently engaged in social media plans to launch initiatives by 2010<br />Shift from printed communications to integrated electronic vehicles (e.g., e-newsletters)<br />Open access—to Web sites, social media networks, publications—is expanding<br />Personal and professional use of social media is merging<br />Data sources from Angerosa Research Foundation and Stratton Publishing & Marketing Inc.<br />
    4. 4. Social Media Usage<br />Average time spent on social networking sites is three times longer than traditional news and media sites (Hitwise, 2007)<br />77 million+ Americans visit blogs (Technorati State of the Blogosphere, 2008)<br />More than 4 out of 5 American adults use social media at least once a month (Forrester Research “The Broad Reach of Social Technologies”, August 2009)<br />
    5. 5. Key Benefits and Goals<br />Exposure to younger professional demographics<br />Provides means for members to receive value through both generating and receiving additional content<br />Increases networking opportunities<br />Reinforcement of value proposition<br />
    6. 6. Key Challenges <br />Time/personnel resources to maintain social media presence<br />Adjusting to ever-changing landscape of social media <br />Unsure about members’ comfort level using media media<br />Measuring ROI<br />
    7. 7. California’s Approach<br />
    8. 8. Why Social Media?<br />Need new communication outlet to better connect with membership<br />Use as communication tool to reach out to targeted segments (medical students, residents, and NFPs)<br />Use as an engagement tool to provide a way to reinforce value proposition of membership<br />
    9. 9. CAFP Current Offerings<br />RSS feeds<br />Blogs<br />Podcasts<br />Targeted e-newsletters<br />
    10. 10. RSS: Really Simple Syndication<br />
    11. 11. RSS<br />Refresh content in various social media outlets, including Facebook Page and Ning Group<br />Easy way to update information without manual oversight<br />More preferable than emails – RSS feeds bypass spam filters and allow aggregation of content<br />
    12. 12. Delicious<br />
    13. 13. Web Placement<br />
    14. 14. Primary area of growth<br />
    15. 15. Top 50 Web Properties (U.S.)<br />Source: ComScore Media Metrix, August 2009<br />
    16. 16. Facebook Users by Age<br />Source: ComScore<br />
    17. 17. Pros of Facebook<br />Cleaner look and navigation<br />Young professional crowd<br />Tools for businesses and non-profits <br />Largest online social network<br />
    18. 18. CAFP Facebook Features<br />
    19. 19. CAFP Facebook Features<br />
    20. 20. Facebook<br />
    21. 21. Ning<br />Enable anyone to create their own social network for a particular topic or need<br />Different levels of viewability and membership for participants<br />Free and premium options available<br />Ideal for local chapters, committees, or small to medium-sized groups<br />
    22. 22. Ning<br />
    23. 23.
    24. 24. YouTube <br />Largest and most popular video sharing site<br />Can share video clips on YouTube and across the Internet through Web sites, mobile devices, blogs, and email <br />
    25. 25. CAFP’s YouTube Channel <br />
    26. 26. Flickr<br />Photo management and sharing application<br />Can tag photos to be easily searched and referenced<br />
    27. 27. CAFP’s Use of Flickr<br />
    28. 28.<br />
    29. 29. Importance of Blogs<br />Changed the way people saw the Web<br />Anyone can create, react, and communicate<br />Anyone can make content for a global audience <br />8 out of 10 bloggers post product/service reviews<br />Search engines love blogs<br />
    30. 30. CAFP Blogs<br />
    31. 31. Blogs and Comments<br />Include block on home page to increase blog visibility<br />Enable capability for commenting<br />
    32. 32. Importance of Blogs<br />
    33. 33. CAFP Podcasts<br /><ul><li>Weekly CAFP This Week podcasts posted on, YouTube, and iTunes
    34. 34. Include a copy of the audio transcript </li></li></ul><li>eNewsletters<br />Targeted e-communication with personalized messaging <br />Evaluate analytics to develop eMarketing strategies<br />Graphic-heavy vs. content heavy<br />BostereNewsletter launch with Facebook announcements and Web postings<br />
    35. 35. eNewsletters<br />
    36. 36. eNewsletters<br />
    37. 37. eNewsletters<br />
    38. 38. eNewsletters<br />Subject line is key<br />Keep the articles short<br />Send click-through to the right place<br />Target and boost open rates<br />
    39. 39. AAFP and Social Media<br />
    40. 40. AAFP and Social Media <br />Internal vs. External<br />Initial Steps<br />Social Media Audit<br />Social Media Strategy<br />
    41. 41. AAFP Facebook Strategy<br />Goals<br />Engagement<br />Awareness<br />Observation<br />
    42. 42. AAFP Facebook Strategy<br />Content<br />Facebook Ads<br />Measurement<br />Staff Guidelines<br />A Work in Progress<br />
    43. 43. Take Home Tips<br />
    44. 44. Remember…<br />In order for a social media campaign to be successful, it’s necessary to:<br />Establish strategies to integrate all social media features; <br />Dedicate staff time to maintain each platform; and<br />Create a buzz!<br />
    45. 45. What YouCan Do Today!<br />Conduct a short member survey about social media usage <br />Add social bookmark links to your most important Web pages (or blogs) to enable sharing<br />Utilize your Web site as a centralized resource outlet; use social media to direct traffic to the site<br />
    46. 46. 3 More Ideas to Test Out<br />Create a Flickr or Slide account to build media for specific events <br />Couple your eNewsletter content with additional Web site content for improved commenting<br />Experiment with the value of live video using or Qik on a cell phone<br />
    47. 47. Questions?<br />Jessica at<br /><br />