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Digital Communications Health Check: Ensure Your        Electronic Communications Will ThriveHarriet Bogdanowicz, American...
Case study: CDS Facebook page
Why CDS chose Facebook• Highest adoption amongst members, both  professionally and personally• Staff resources• Integrates...
Our goals have grown to include•   Engage•   Market programs•   Find new customers or members•   Gain insights
Cycle•Establish goals•Enact tactics•Measure•Adjust•Share insightswith staff
Challenge• Limited staff resources meant page was not  updated enough and thus not effective  enough.
SolutionDon’t Be a                        Freak
Democratize!• Create brand document to share with other  departments.• Grant administrator access to others.• Create sched...
Some best practices• Ask short questions to  encourage conversation• Post photos• Post at least three times  a week
• Tell people what you  want them to do• Create alpha users  among your volunteers  who can interact with  likers to encou...
Challenge• Purely marketing posts often have low traction
Solution• Use Facebook to capture email addresses as  part of marketing strategy
Custom landing pages          • CDS grew email lists by            10% in 2011 with use of            Facebook content,   ...
Email newsletter        • Share your email          newsletter on Facebook          and encourage likers to          subsc...
Engagement on Facebook vs. Email                                    • Average open and click-                             ...
Let’s do the math• 2,400 likers on Facebook x 16% percentage of  likers seeing a post=384 people• 12,000 email addresses x...
Tools we use to measure•   Facebook Insights•   Edgerank Tracker•   Google URL builder with Google Analytics•   URL shorte...
Firehose of data          EdgerankChecker.com
URL shortening
Measurements we have• 22% of increase of likers between Nov.-Feb.• Facebook now number 1 referrer to CDS  website (approxi...
Insights• Likers crave content  they can share on their  own business pages to  market themselves.   – 67% of members have...
• Likers want content that  makes them feel good  about the profession.   – Opportunity for us to     highlight our     ph...
• Likers are interested in  behind-the-scenes news  at organization.
• Post-conference  discussions on  Facebook need to be  capitalized on.
• Cycle for website and email activity doesn’t always match  cycle of activity on Facebook.
Questions?• Keri Kramer  – Tweet me @kerikramer  – Slidedeck posted to slideshare.net/kerikramer
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Slidedeck for Association Forum 2012

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Case study of how one small association with limited staff resources manages and measures its Facebook page.

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Slidedeck for Association Forum 2012

  1. 1. Digital Communications Health Check: Ensure Your Electronic Communications Will ThriveHarriet Bogdanowicz, American Association of EndodontistsSherry Budziak, Org SourceDawn Glossa, American Society of AnesthesiologistsKeri Kramer, Chicago Dental Society
  2. 2. Case study: CDS Facebook page
  3. 3. Why CDS chose Facebook• Highest adoption amongst members, both professionally and personally• Staff resources• Integrates best with other communication vehicles, e.g., blog, website, publications
  4. 4. Our goals have grown to include• Engage• Market programs• Find new customers or members• Gain insights
  5. 5. Cycle•Establish goals•Enact tactics•Measure•Adjust•Share insightswith staff
  6. 6. Challenge• Limited staff resources meant page was not updated enough and thus not effective enough.
  7. 7. SolutionDon’t Be a Freak
  8. 8. Democratize!• Create brand document to share with other departments.• Grant administrator access to others.• Create schedule of posting responsibilities.• Share best practices among this team.
  9. 9. Some best practices• Ask short questions to encourage conversation• Post photos• Post at least three times a week
  10. 10. • Tell people what you want them to do• Create alpha users among your volunteers who can interact with likers to encourage conversation
  11. 11. Challenge• Purely marketing posts often have low traction
  12. 12. Solution• Use Facebook to capture email addresses as part of marketing strategy
  13. 13. Custom landing pages • CDS grew email lists by 10% in 2011 with use of Facebook content, Facebook ads and website promotion
  14. 14. Email newsletter • Share your email newsletter on Facebook and encourage likers to subscribe
  15. 15. Engagement on Facebook vs. Email • Average open and click- through rates for 16% association sector are 18.5% and 11%, respectivelyAccording to Facebook, on • CDS averages 27.4% andaverage 16% of likers see 21.0%any given post. (As of February 2012)
  16. 16. Let’s do the math• 2,400 likers on Facebook x 16% percentage of likers seeing a post=384 people• 12,000 email addresses x 27% open rate=3,240 people• Facebook has advantages that email does not, but consider email capture in your strategy
  17. 17. Tools we use to measure• Facebook Insights• Edgerank Tracker• Google URL builder with Google Analytics• URL shortening
  18. 18. Firehose of data EdgerankChecker.com
  19. 19. URL shortening
  20. 20. Measurements we have• 22% of increase of likers between Nov.-Feb.• Facebook now number 1 referrer to CDS website (approximately 1.5% of all traffic)• 2% traction in social media campaign to website correlates to increased attendance at annual meeting
  21. 21. Insights• Likers crave content they can share on their own business pages to market themselves. – 67% of members have a professional Facebook page, according to our fall 2011 survey
  22. 22. • Likers want content that makes them feel good about the profession. – Opportunity for us to highlight our philanthropy and community relations.
  23. 23. • Likers are interested in behind-the-scenes news at organization.
  24. 24. • Post-conference discussions on Facebook need to be capitalized on.
  25. 25. • Cycle for website and email activity doesn’t always match cycle of activity on Facebook.
  26. 26. Questions?• Keri Kramer – Tweet me @kerikramer – Slidedeck posted to slideshare.net/kerikramer

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