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Association Social Media Soundbytes

  1. 1. Sound Bytes to Leverage Social Media Tools Leikny Johnson Claire Berlin #Tech12 SB1 Maddie Grant
  2. 2. Agenda 1. Leikny Johnson – ASCE and LinkedIn 2. Claire Berlin – NSA and Twitter 3. Maddie Grant – Google+, in theory 1. GROUP DISCUSSION – how to choose which tools to use?
  3. 3. Social Media at ASCE Leikny Johnson
  4. 4. Current social media channels at ASCE
  5. 5. How to choose the right platform • Who is your audience? – Where do they already interact? • What kind of content can you use? • How much time can you commit? • Have stakeholders in your organization already claimed social sites on your behalf?
  6. 6. Who is your audience? • Students? Professionals? • Technical? • Age group? • Are there already conversations on a particular platform? • ASCE’s primary audience is its membership: technical professionals, and LinkedIn has proven to be extremely popular
  7. 7. What does your content look like? • All social media tries to spur conversation, but what you bringing to the mix? • Pictures? Video? Links to interesting articles? • Remember to balance informational content with promotions
  8. 8. How ASCE developed a LinkedIn presence • Merged with an existing group that had potential (and a member-moderator) • Kept the portal restricted to relevant information and jobs (not promotional) • Seed discussions, but not from staff—find members to start discussions • Largely a ―hands-off‖ approach
  9. 9. ASCE LinkedIn in numbers • 80,000 members (35,000 in December 2011) • 500-800 new members each week • Conversations can go on for months, with hundreds of comments • Dozens of new conversations each week
  10. 10. How ASCE handles LinkedIn • Access is limited to people with relevant profiles • Non-ASCE promotional posts are removed as soon as possible • No staff posting beyond the Social Media Team • Linked from the website, emails, etc. • Staff will only step-in to conversations if policies are violated
  11. 11. Accountants and Social Media? Case Study + Tips & Tricks Claire Berlin National Society of Accountants
  12. 12. NSA Social Media Twitter: Facebook: LinkedIn: National Society of Accountants
  13. 13. About @NSAtax
  14. 14. NSA Twitter Content & Usage • NSA press releases • Industry news and releases • Recruitment offers • Giveaways • Lead generation • Customer Service • Blogs: internal and external SMEs
  15. 15. Tools: Using Lists to Manage Followers
  16. 16. Tools: Buffer • Set time zone and schedule • Install browser extension
  17. 17. Tools: HootSuite • Setup campaign/keyword specific streams • Clunkier UI for scheduling posts • Hootlet browser extension for curation • Understand free vs. paid features
  18. 18. Tools: IFTTT • Create if – then tasks using My Recipes • RSS Updates Post to Twitter
  19. 19. What’s Next? • Full integration of social media into marketing strategy • Increase original content sharing • Track more members who are using social media • Pull in Twitter followers
  20. 20. Thank You! Claire Berlin Twitter: @claireberlin
  21. 21. Best Tips To Maximize Google+ Maddie Grant, CAE
  23. 23. WHY SHOULD YOU BE ON GOOGLE+? ―Websites using Google+ experience significant uplift in organic traffic.‖ - Kevin Gibbons, Managing Director, Blue Glass content marketing agency
  24. 24. WHY SHOULD YOU BE ON GOOGLE+? ―Websites using Google+ experience significant uplift in organic traffic.‖ - Kevin Gibbons, Managing Director, Blue Glass content marketing agency SOURCE: How Much SEO Juice do you Get From Google+?
  25. 25. (HANDOUT) Hubspot: How To Use Google+ for Business
  26. 26. (HANDOUT) Slide deck by Gideon Rosenblatt
  27. 27. ROSENBLATT ON NETWORKS 1. Web = information network connected by links. [GOOGLE] 2. Community = social network connected by relationships.[FACEBOOK] 3. But then came TWITTER…. connecting us to people we don’t know, around topics we’re interested in. 4. So now we’re ―information networkers‖, using social networks to connect information networks.
  28. 28. Google’s Mission Statement: ―To organize the world’s information and make it universally accessible and useful‖.
  29. 29. Google’s Mission Statement: ―To organize the world’s information and make it universally accessible and useful‖.
  30. 30. Google + is NOT trying to compete with Facebook to be another social network; Google wants to map people to their interests. Google already knows what our interests are…
  31. 31. But Google wants to know how we share those interests with others. Google wants to know who CURATES content – not just creates it or consumes it.
  32. 32. The most important thing to get started: • Circles = who you follow. • Follow people/orgs with relevant interests. • Many will follow (circle) you back.
  33. 33. Find Shared Interests
  34. 34. Browse G+ Directories
  35. 35. Follow relevant people
  36. 36. Follow Influencers
  37. 37. Measure the effects of your content
  38. 38. Measure the reach of your content
  39. 39. Use Google+ help
  40. 40. Google+ is not about It’s about
  41. 41. THANK YOU • Maddie Grant, CAE • Twitter: @maddiegrant • •
  43. 43. Social Media Flow Chart
  44. 44. Social Media Flow Chart

Editor's Notes

  • FB: 13,000Twitter: 11,000YouTube:PinterestLinkedIn: ~80,000
  • Who are you trying to reach and why?
  • Content curation is a commitment. Civil engineering is very visual—it lends itself well to social media for images: Facebook, Pinterest
  • Use the economic studies as an example of member posts for staff efforts
  • Networks connect people and information.
  • So if information is now being shared, and FOUND, through social networks, that means Google need to tap into social networks in order to fulfill their mission.
  • Facebook and Twitter both restrict Google from accessing much of their data, which limits their SEO effectiveness.They needed to build their own engine for social signals: Google+.
  • This is our ASCE social media flow chart.It’s purpose is to help you select a social media platform to meet your needs. We will run through one senario as an example but if you have a more specific question we can come back to this slide during the question and answer portion. Senario 1 Your goal is to grow your section or branch through recruitment. Next you would determine what your audience demographic is
  • The next step would be determining the type of content you will be using to engage this audience. Next is deciding how often you would like to post this content and then finally the platform that will meet your needs.