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How Social Media Can Help Your Organization


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How Social Media Can Help Your Organization presented by Off Madison Ave to the Arizona Society of Association Executives in November 2013

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How Social Media Can Help Your Organization

  1. 1. How Social Media Can Help Your Organization Monday, November 18, 13
  2. 2. If everyone started a Pinterest page would you? 2 Monday, November 18, 13
  3. 3. There is no social media magic bullet. Social media should be part of your overall communications efforts for greater brand awareness, stakeholder engagement and member recruitment. 3 Monday, November 18, 13
  4. 4. Competition is Fierce • 30,000 Members • 656,000 Members • 45,000 Facebook Fans • 70,000 Facebook Fans • 33,000 Twitter Followers • 199,000 Twitter Followers • 83,000 Slideshare Posts • 1,400 Slideshare Posts 4 Monday, November 18, 13
  5. 5. What We’ll Cover Today 1. Just the Facts: Social media by the numbers 2. Harnessing Social Media: How to make it work for you 3. Measuring Success: Resourcing and reporting 4. Questions 5 Monday, November 18, 13
  6. 6. 1 Just  The  Facts 6 Monday, November 18, 13
  7. 7. Social Media Is On The Rise... Between 2005 and today adults in the U.S. who use social media sites has grown from 8% to 72% 7 Monday, November 18, 13
  8. 8. Social Media is Here to Stay 8 Monday, November 18, 13
  9. 9. Facebook • Facebook will account for 13% of worldwide mobile ad revenue in 2013 • Facebook users share 2.5B pieces of content on the site each day • 70% of business-to-consumer marketers have acquired a customer through Facebook Source: Gigya, L2 and Nielsen 9 Monday, November 18, 13
  10. 10. Twitter • Twitter users send 400M tweets each day • 50% of technology companies have acquired a customer through Twitter • 25% of consumers who complain about products on Facebook or Twitter expect a response within 1 hour • 69% of online business-to-consumer marketers use Twitter, compared to 80% for business-to-business Source: Nielsen, Hubspot, AMEX Open Forum, Brafton 10 Monday, November 18, 13
  11. 11. LinkedIn • 43% of US marketers have acquired a customer through LinkedIn • 61% of social media users primarily use LinkedIn for professional networking • 60% of LinkedIn users have clicked on an ad on the site • 51% of online business-to-consumer marketers use LinkedIn, compared to 83% for business-to-business Source: A Sales Guy Consulting, Lab42, Brafton 11 Monday, November 18, 13
  12. 12. YouTube • • • 700 YouTube video links are shared on Twitter every minute • Among all social Twitter accounts, YouTube leads with way with 35 million + 500 years of YouTube videos are watched on Facebook every day The equivalent of 100 hours of video is uploaded to YouTube each minute Source: Relevancy Group, Kleiner Perkins Caufield & Byers, & L2 12 Monday, November 18, 13
  13. 13. Pinterest • 90% of US online specialty retailers use Pinterest, up from 81% in 2012 • 83.8% of luxury brands have a presence on Pinterest • 69% of brands have presences on Pinterest, up 10% from Q4 2012 • 80% of Pinterest users are women Source: Simply Measured L2 13 Monday, November 18, 13
  14. 14. Google+ • 70% of brands have presences on Google+, up 4% from Q4 2012 • 41% of online B2C marketers use Google+, compared to 39% for B2B • Facebook's share of social logins dropped from 54% to 49% during 4Q12, while Google’s share increased from 25% to 31% 14 Monday, November 18, 13
  15. 15. Instagram • Instagram users upload 40M photos to the site each day • 41% of brands post 1 or more photos per week to their Instagram accounts, up from 34% in Q4 2012 • 59% of brands have presences on Instagram, up 9% from Q4 2012 • 17% of teens say Instagram is the most important social network, up from 12% in 2012 Source: Nielsen, Simply Measured 15 Monday, November 18, 13
  16. 16. What does this ALL mean?! • Social media is becoming more prevalent in our lives, with more platforms and more opportunities to reach your audiences • Even while many organizations become more active in social media, you are not in control -- the consumer is driving the bus • You must provide the right content, in the right format, in the right language at the right time 16 Monday, November 18, 13
  17. 17. 2 Harnessing  Social 17 Monday, November 18, 13
  18. 18. Social Media Impacts All Facets of Business 18 Monday, November 18, 13
  19. 19. Social Media Impacts All Facets of Business 18 Monday, November 18, 13
  20. 20. Is Social Media A Good Fit For Your Organization? • Not a question of IF, but which platforms work best • Offers you a chance to stand out among the competition • If you avoid social media, competitors will capture your audience • Prospects, clients, members are checking to see if you are on social 19 Monday, November 18, 13
  21. 21. 5 Ways You Can Use Social Media 1. Social Listening • Listen for conversations about your organization, competitors and other topics 2. Social Conversation • Find, monitor and engage with conversations online 3. Social Marketing • Launch and run campaigns and promotions 4. Social Analytics • Measure and analyze your efforts across various platforms 5. Social Influencer • Identify and engage with influencers who are relevant to your industry 20 Monday, November 18, 13
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  23. 23. How to Evaluate Social Media Platforms Consider business objectives to determine the best platforms for your organization. Is the objective: • To increase awareness or stickiness of brand or messaging? Consider platforms with a volume of those within the target audience • More feedback on services or products before they launch? Consider a platform with easy two-way communication mechanisms • To reduce customer services operational costs? Consider low-barrier platforms where feedback is probably already being shared • To increase or change brand perception? Consider platforms where the brand maintains most of the control of messaging • To allow users to get more information before making a purchase decision? Consider platforms where feedback and reviews from others are readily available 22 Monday, November 18, 13
  24. 24. How to Leverage Social Media Platforms Facebook: Great way to display visual content while supporting conversations around a brand or organization (Content Type: photo, video, article, text, links, contests, voting, reviews, groups, custom applications)  Twitter: Provides ability to connect with people and other brands openly in a “flat” environment (Content Type: photo, article, text, links)  YouTube: Brands can showcase products, launch products, interview organizational leaders and influencers (Content Type: video, comments, channels) Google+: Posts receive higher visibility through Google Search (Content Type: photo, video, article, text)  Instagram: Creatively display photos that showcase products, customers and the faces of employees (Content Type: photo, short video) Pinterest: Reach large female demographic and showcase brand products or lifestyle surrounding the brand (Content Type: photo) LinkedIn: Best platform in U.S. for recruiting, networking, thought leadership positioning and job postings (Content Type: article, text, discussion groups)  Slideshare: Solid platform to reach customers and display thought leadership through professionally designed PowerPoint and Keynote presentations (Content Type: photo, article, text, lead generation) Tumblr: Powerful blogging platform that allows for easy uploading, integration with other social networks and multiple authors (Content Type: photo, article, text, video, animated gif) 23 Monday, November 18, 13
  25. 25. Social Media Best Practices Identify Customer's Needs: Focus on content your members and customers will value and find supportive to their pain points Gain Audience Insights: Find an issue connected to your brand and create content so meaningful your audience can't help but share it Community First, Then Business: Become an active member in key communities to build a bank of trust with audiences and potential members Partner With Like-Minded Brands: Seek co-promotional partnerships to increase content distribution opportunities and expand reach 24 Monday, November 18, 13
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  28. 28. Social Media Best Practices Cont. Know Which Platforms Fit Content Best: Optimize your posts based on platform best practices, don’t compromise your messaging to “make it fit” - timing, image sizes, callto-actions, embedded options Share Your Expertise: Create and publish your content in a sharable way to increase credibility and added reach of current audiences sharing with their own spheres of influence Be Helpful: Consider how your organization can provide a moment of positivity, productivity or form of value in consumers' lives that go beyond the scope of your product or service 27 Monday, November 18, 13
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  31. 31. 3 Measuring  Success 30 Monday, November 18, 13
  32. 32. Resourcing Your Social Media Efforts 31 Monday, November 18, 13
  33. 33. How To Scale Your Social Media Efforts • Set Goals • • • Setting goals unique to your organization is vital to the right plan Be Committed and Consistent • • • What are you trying to accomplish through social media initiatives? Make curating content, posting and engaging a habit Social media is all about building momentum and being consistent to build a loyal following Use Your Time Efficiently • Having a repeatable process is going to lead to success by reducing distractions and helping to optimize your tactics at scale • Once you have committed to set time aside to engage and post content for your followers, you can use applications and tools to support your efforts 32 Monday, November 18, 13
  34. 34. Tools for Automation & Reporting • Social Listening / Social Media Monitoring: Meltwater Buzz, Social Mention, Viral Heat, Sysomos, Shoutlet, Brandwatch • Social Conversation / Social Engagement: Argyle Social, Spredfast, Sprinklr, Hootsuite • Social Marketing: Shortstack, Shoutlet, Agora Pulse, Engage Sciences • Social Analytics: Sprout Social, Simply Measured, Social Bakers • Social Influencer: Group High, Peek Analytics, Traackr 33 Monday, November 18, 13
  35. 35. Measuring Social Media Success 34 Monday, November 18, 13
  36. 36. 4 Ques6ons 35 Monday, November 18, 13
  37. 37. Thank You! Presented by Carol Klimas & Kim Higdon Off Madison Ave 36 Monday, November 18, 13