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Social Media Strategy - Moving Beyond the "How to"


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Every day associations are jumping on the social media bandwagon before thinking about what is best for their organizations. Chances are your organization has signed up for Twitter, Facebook, LinkedIn and more, and now you're wondering what to do, how to manage these outposts, and how to fit them into your strategic initiatives. Gain a high-level view of how to effectively leverage your social media program, with a strong emphasis on strategy, approach, and business value. Go beyond the basics to the 30,000 foot view of what these technologies mean for your association.

This was presented at ASAE's 2011 Technology Conference in Washington, DC on December 7-8, 2011.

Published in: Education, Business
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Social Media Strategy - Moving Beyond the "How to"

  1. 1. Social Media Strategy:Moving Beyond “How-To”December 8, 2011 – 10:00amHub Tag: #Tech11 LC9 Trevor Mitchell @trevm22 Sara Wood @ saralwood John Chen @ johnyschen
  2. 2. Objectives• Moving beyond the basics – Strategic planning & communication – Roadblocks – Measuring your social media• Focus on – Strategy – Business value – Approach
  3. 3. RoadblocksThe problems organizationsencounter when creating a plan foronline community development
  4. 4. What’s Next?
  5. 5. What are your road blocks?
  6. 6. Frequent Roadblocks• Internal silos• Purpose• Messaging• Tracking
  7. 7. Dreaded Silos• Marketing• Membership• Publications• Education• IT• Others
  8. 8. What Purpose Does It Fill?• Increase membership numbers?• Increase membership engagement• Increase registrations• Increase product orders?• Increase awareness of the association/industry?• Combination?
  9. 9. Messaging• No message works the same – Twitter: Cocktail party – Facebook: Class reunion – LinkedIn: Business after hours
  10. 10. Tracking• Ask the questions – Who? – What? – When? – Where? – Why? – How?
  11. 11. Breaking Through Roadblocks• Establish a business plan for social media• Tie it into your strategic plan• Get those blocking the success together• Feedback from other sources
  12. 12. Strategic Planning andCommunityBridging the gap between technologyand strategy
  13. 13. How do you overcomeroadblocks?
  14. 14. The Great Disconnect• Getting the technophiles and strategic staff on the same page
  15. 15. Silos won’t destroy themselves• Actively engage with other groups• Assume the others won’t come to you• Take ownership of the problem
  16. 16. Building Blocks of Integration• You can’t put the puzzle together without all of the pieces.
  17. 17. Do you know what you have?• Have any of your departments gone rogue?
  18. 18. Identify Your Goals• What are your association’s objectives
  19. 19. Close the Gap• Brainstorm with both the usual and, more importantly, the unusual suspects
  20. 20. Examples – What We Found• Our certification programs were not represented well.• There was a disconnect with our state affiliates• Staff members didn’t know the social media options available.• Students are crucial.
  21. 21. Organize and Act• Connect outposts to goals• Assign responsibility• Set deadlines
  22. 22. Engaging Senior Management• Actively engage your senior staff using your plan and structured metricsDue Date~ActionItem~Description ~Person Responsible ~Status
  23. 23. Examples – Planning Outcomes• So what exactly did we do?
  24. 24. Viral Student Campaign
  25. 25. Online Forum
  26. 26. Mobile
  27. 27. Review Schedule & Check-in
  28. 28. Facebook and Google AdCampaigns
  29. 29. New Video Projects
  30. 30. Improving Platforms• Social media trends change. Change with them• Take an active role in understanding the online landscape• Adjust your plan accordingly – No static documents.
  31. 31. Following Through• Create metrics for accountability• Build-in a review mechanism
  32. 32. Measuring Your Social MediaAligning organizational goals andsocial media metrics
  33. 33. State of Measurement• No global set of standards• Measure in the context of your organizational goals• There’s more than one way to measure
  34. 34. Why is it hard? Publications Communications Marketing Creative Components Finance Advocacy Events Education Membership Management Sales Public Relations Human ResourcesTechnology
  35. 35. Everyone has different goals Readership Click-Throughs Views Enjoyment Activity Money Change Events Learning Join ROI Purchases Exposure Applications Works
  36. 36. Purpose, Goals & Measurement• What do you want your SM to do?• What are your objectives?• Which metrics and KPIs will determine your success?
  37. 37. Five Levels of Measurement• Internal Validation• External Validation• Exposure• Engagement• Return on Efforts
  38. 38. Internal Validation• “Look what I did mom” stage• Helps define potential reach, not actual reach• Number of blog posts, tweets, FB updates, videos posted, discussions created, etc• Hours/time/money spent on each channel
  39. 39. Internal Validation – Tools
  40. 40. External Validation• “They like me, they really like me” stage• It’s about gathering the “right” eyeballs• Number of followers, fans, mentions, link- backs to posts, subscribers• How much are people “viewing” your efforts
  41. 41. External Validation – Tools
  42. 42. Exposure• “They talk about me behind my back, or to your face” stage• This is about having people talk about you to their friends, networks, & audiences• Number of RTs, forwards, comments, likes, time spent on site, etc• How much is your audience marketing for you?
  43. 43. Exposure – Tools
  44. 44. Engagement• “I got asked out” stage• Your audience does something based on your efforts• Number of newsletter sign-ups, app downloads, purchases, conference registrations, comments, etc• Is your audience engaging and taking action based on your outreach efforts?
  45. 45. Engagement - Tools
  46. 46. Return on Efforts• “Is this worth it” stage• This is about the value you place on your efforts; sales, satisfaction, time saved, etc• Circle back to purpose and objectives; are they being met?• Should not be about finances and money, they are results of good efforts
  47. 47. Return on Efforts – Tools
  48. 48. Return on Efforts – Tools
  49. 49. What’s Next?• Use data from SM to make better and more informed organizational decisions• Refine your social media efforts, metrics, and goals• Add missing metrics to fill in the story• Connect online efforts with offline actions
  50. 50. Questions? Slides available
  51. 51. Contact InformationTrevor Mitchell John ChenDirector of Member Services Communications & Marketing ManagerARMA International NALP – The Association for Legal(913) 217-6004 Career (202) 835 - www.nalp.orgSara WoodAssistant Director, Marketing & CommunicationsNCRA: The Professional Association for Reporters and Captioners(703)
  52. 52. Resources
  53. 53. Sample List of KPIs• Alerts (register and response rates / by channel / CTR /) • Personalisation (pages, display, theme)• Blog posts • Posts• Blog subscribers • Profile Updates (e.g. update avatar, bio, links, email, etc)• Bookmarks (onsite, offsite) • Print page• Comments • Ratings• Conversions • Registered users (new / total / active / dormant / churn)• Customer Service Inquires • Report spam / abuse• E-Book Downloads • ReTweets• Email subscriptions • Reviews• Fans (become a fan of something / someone) • Sales Revenue• Favorites • Social media sharing / participation (activity on key social• Feedback (via the site) media sites, e.g. Facebook, Twitter, Digg, etc)• Followers • Tagging (user-generated metadata)• Forward to a friend • Testimonials• Groups (create / join / total number of groups / group activity) • Time spent on key pages• Install widget (on a blog page, Facebook, etc) • Time spent on site (by source / by entry page)• Inbound Links • Total contributors (and % active contributors)• Invite / Refer (a friend) • Total visits• Love / Like this (a simpler form of rating something) • Traffic from social networkingsites• Mentions • Unique visitors• Messaging (onsite) • Uploads (add an item, e.g. articles, links, images, videos)• Mobile App downloads • Views (videos, ads, rich images)• Page views • Widgets (number of new widgets users / embedded widgets)
  54. 54. 20 SM Monitoring Vendors• Radian 6 • NM Incite• Collective Intellect • Converseon• Lithium • dna13• Sysomos • Attentio• Attensity360 • Visible Technologies• Alterian SM2 • Cymfony• Crimson Hexagon • Buzzcapture• Spiral 16 • BuzzLogic• Webtrends • Meltwater Buzz• Spredfast • Brandwatch