Social Media 2012 Update with NASBA.ORG case study

PARTHENON
SOCIAL MEDIA STATUS & NASBA CASE STUDY

Nicole Provonchee, VP

Parthenon Publishing

Magazines Newsletters

Social Media Web Development

Content Management Smart Phone Apps

Email SEM/SEO

Mobile Video
We help our clients grow through
engaging communications
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com

Social Media Today

Phone Smartphone

Technology Companies
Is Mail eMail Must
Shifting Participate
News Apps
CM Os
68% nged”
“challe media
Social cial
Socialize b y so
Media


Our Process

Too few companies take the time to develop a plan
that matches social media strategies to business objectives

Listen
& Deﬁne Implement Measure
Plan

Listen to Measure against metrics.
conversations. Deﬁne business objectives. Place engaging content.
Continue, improve or
Identify audiences. Select platforms. Interact consistently.
eliminate.


Social Media Access

Multiple Screens
Anytime. Anywhere.

91%
of Americans
65%
of Americans
will have smart phone
60%
of Americans
planned to use their smart
have access to a computer and/or tablet phone to interact during the
by 2015 2012 Super Bowl


Sources: In-Stat, Pew
Research, Velti

Facebook Facts

845 Million Active User on Facebook

483 Million Daily active users

425 Million Use mobile to access

78% Visitors like <10 brands

Source:www.facebook.com
80% Prefer to connect w/brands on FB

*Stats from December 2011


Twitter Facts

200+ Million Total accounts on Twitter

55% Active on mobile devices

400 Million Unique visitors per month

79% Visitors follow <10 brands

Source:www.twitter.com 26% Brand followers are under 35


LinkedIn Facts

135 Million Active User on LinkedIn

61% Use site for professional networking

35% Check site daily

81% Belong to at least 1 group

Source:www.linkedin.com
52% Participate in group discussions


Google+ Facts

90 Million Registered Users

+1
26 Million Active Users

72% Male Users

94% Top US brands have page

Source:www.google.com
Top Professions Engineer, Web Developer/
Programmer, Teacher, Writer


Average Monthly Time

Facebook 7 hours, 46 minutes

{
AOL Media 2 hours, 53 minutes
The Rest

Yahoo 2 hours, 12 minutes

Google 1 hour, 48 minutes

MSN, Windows Live,
& Bing 1 hour, 44 minutes

YouTube 1 hour, 41 minutes

Neilsen data
Q3 2011

Social Comparison

+1
60% of Twitter users Most important social Of LinkedIn users,
also use Facebook networking tool:
46% also have Twitter
3+ hours per week
59% LinkedIn &
79% have Facebook
Google+ and Facebook 58% Twitter
have highest mobile
55% YouTube LinkedIn is top choice for
reach & highest
53% Facebook journalists
app usage


Social Comparison

Do’s Don’ts
1. Evaluate which tools are best for your 1. Think of social media as “free” marketing
audience(s) 2. Forget to use metrics. The data will literally
2. Start slow and maintain before you tell you what is and is not working
expand 3. Post before you think
3. Remember: Consistent relevant content 4. Let days pass before you respond
4. Benchmark. Stalk your competitors 5. Blatantly market yourself or your services
5. Interaction is key. Do not just broadcast 6. Forget you need a personality!
6. Respond to positive AND negative posts


The NASBA Story

Objectives • Extend & Strengthen NASBA brand
• Grow Learning Market/Registry

NASBA Challenges
• Diﬀerent messages to audiences:
CPAs, CPA Candidates, Boards
• Limited resources
• Current Facebook site reaching
students


The NASBA Story

Solutions 1. Benchmark best practices
2. Create social media plan, identify
best platforms
3. Create NASBA Talks on FB and TW

NASBA 4. Use paid ads to drive traﬃc
5. Map out & coordinate content
6. Broadcast then engage
7. Include blog on new site
8. Review metrics & revise


Former NASBA Activities

Content focused on CPA Candidates
Participation skewed to Candidates
LinkedIn was limited, Targeted employees
Content posted was NASBA focused


NEW NASBA Activities

NEW! NEW!

blog
NASBA NASBA GROUP ALL
(for CPA Candidates) (for CPA Candidates) for CPAs audiences
NEW! NEW!

ads
NEW! NEW!

NASBA Talks NASBA Talks GROUP TARGET
(for CPAs) (for CPAs) for Learning Providers LPs & CPAs


NEW NASBA Activities

blog
Create content for CPAs, place on their platforms
NASBA NASBA GROUP
Consistently post relevant content ALL
(for CPA Candidates) (for CPA Candidates) for CPAs audiences

Drive audiences to website & blog
Use ads to build audiences & traﬃc ads
NASBA Talks NASBA Talks GROUP TARGET
(for CPAs) (for CPAs) for Learning Providers LPs & CPAs


Engaging Audiences

Blogs, white papers and Traditional
SMEs oﬀer
case studies continue to Thought
Blogs insights into
trends and news
position NASBA as experts Leadership

......
......

1 4
ENGAGED AUDIENCE
2 3
......

LinkedIn & Google ads build

......
new audiences and drive traﬃc
to NASBA & Learning Market

Social Media tools expand
reach of information,
encourage engagement ads

Facebook

Expanding Facebook
1. Content targets each audience
2. Some content can be shared
3. People are stingy with “Likes” -
Impressions are the new metric
4. Photos and videos rank higher
5. More interaction on CPA
student page


LinkedIn

Creating LinkedIn Groups
1. Strong tool to target CPAs and
Learning Providers
2. Longer discussions posted in
groups prior to launching blog
3. LP Group Goal: Drive traﬃc to
Learning Market
4. Used LinkedIn ads to kickoﬀ
membership


Twitter

Expanding Twitter
1. Content targets each audience
2. Works best for news, especially
breaking news
3. Drives traﬃc to NASBA and
other sites
4. Links & hashtags included
throughout posts


Website & Blog

Driving Traffic to NASBA
1. Social media platforms push
visitors to NASBA.org
2. Social media platforms promote
features and blogs
3. Goal: Visitors dive deeper into
website, explore NASBA
offerings
4. Increased traffic improves
search results


Results

The Impact of Social on NASBA.org
Social media
Pages/Visit Time on Site accounts for
6.19
3.76
13:07
4:19
11%
of all traﬃc to
4.05 3:29 NASBA.org


Contact Us

/ParthenonPub

102 Woodmont, Suite 450, Nashville, TN 37205

615.627.2225

parthenonpub.com


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Social Media 2012 Update with NASBA.ORG case study

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