Socialmedia associations


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How can associations benefit from social media? Presentation I gave at Association Congress early 2013

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Socialmedia associations

  1. 1. GET SOCIAL MEDIA READY Social Media Introduction for Associations
  2. 2. Marc Campman  25+ years of marketing, branding, advertising & PR experience. 10+ years online marketing  Founder of and Partner in LoveSocialMedia  Worked with start-ups and established businesses on communication, social media & brand strategy  Social media strategy & execution since 2007
  3. 3. About the Class  Extend social media foundation  Practical  Interactive  Ask questions  Start discussions  Have fun!
  5. 5. Amazing Social Media facts  Twitter encountered 24,000 tweets per second during the London 2012 Olympics Opening Ceremony  1 hour of video is being uploaded on Youtube every second  1 billion items are being liked on facebook every day  5000 photos are being uploaded on Flickr every minute  12 billion miles are being driven on Google Maps each  38% of adults say they use search engines to search for businesses  Coldplay became the top page on Google+ with 618,356 followers  Users spend a total of 6.7 billion hours on social networks towards the close of 2011  82% of the worlds online population are using social media networks, boasting 1.2 billion users knowing-for-2012
  6. 6. Media Consumption
  7. 7. What is Social Media? DEFINITIONS: Online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. These tools include blogs, message boards, podcasts, micro blogs, bookmarks, networks, communities, wikis, and vlogs. ( A new set of internet tools that enable shared community experiences, both online and in person. (Technology in Translation)
  8. 8. What is Social Media Social Media earns online and offline coverage Digital Marketing buys online and offline coverage
  9. 9. Social Media Vs. Website  Social media sends to website, creates prospects and builds relationships.
  10. 10. Social Media Vs. Website  Website converts prospect from social media and advertising into sale or lead
  11. 11. Social Media Vs. Website  Social media holds onto customer, prompts them to buy again and helps them refer
  12. 12. Social Media Myths MYTH: Social media is free. TRUTH: Most sites are free to participate, and there are a lot of free tools, but you still need to invest in advertising to drive traffic. You should also plan to invest a considerable amount of time into building your social media presence…and time=money. MYTH: Social media will give my business an immediate boost. TRUTH: For almost all businesses building a loyal following takes time. Monetizing the following takes even longer. Plan on no monetization for at least 6-12 months. MYTH: Your number of Fans and Followers matters. TRUTH: Quality, not quantity, means business. Just because you have a big number of followers doesn‘t mean they are engaged with the brand and interacting with it, or considering doing business with you.
  13. 13. Social Media Myths MYTH: If you build it they will come. TRUTH: Just like a website, until you promote and drive traffic to your social media, your content is a ‗tree falling in the forest.‘ MYTH: Social media isn’t measurable. TRUTH: There are a variety of tools and methods to measure mentions, sentiment, comments, traffic and click-thrus to your website, among other metrics. MYTH: Social media killed traditional marketing. TRUTH: People still watch TV, visit websites, read email, etc. You need these media to inform your audience of your social media profiles. You need social media to support your other marketing efforts.
  14. 14. The Truth (why all this is important)  Your customers are using social media to make buying decisions, with or without your participation.  Social media content—both personal and business related—is ―permanent.‖  Social media can hurt and help you.  It takes a lot of time and a lot of effort.
  15. 15. Social Networking Sites Websites that allow users to build online profiles, share information and connect with people who share interests. Sites usually consist of a profile of each user, his/her social links, and a variety of other services.
  16. 16. Blogs Short for ‗web log‘, a blog is an online diary—a website maintained by an individual that features regular entries of commentary, descriptions of events, or other material such as
  17. 17. Microblogs Like blogs, microblogs are platforms for people to post thoughts about topics but on a much smaller scale. A microblog entry could consist of nothing but a short sentence fragment, or an image or embedded video.
  18. 18. Social Bookmarking Sites where a user can share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them.
  19. 19. Video & Photo Sharing Websites or software that allow users to share and distribute video clips and photos. Videos/photos can be associated with a ―channel‖ or ―album‖ by user or company name.
  20. 20. Forums An online message board or an online discussion site where users gather to discuss subjects or topics. There can be hundreds of topics being discussed on one forum and there is usually a moderator that sets guidelines for posting.  Examples: Fodors, The Fashion Spot, Mac Rumors,
  21. 21. Review & Opinion Sites A site where users can post product or service reviews and share personal experiences they‘ve had with companies.
  22. 22. Article Distribution Sites A directory or collection of topical articles posted for other sites to use and distribute as content. Articles normally include a slugline at the end that includes a description of the author and link to their site.
  23. 23. Presentation sharing site  SlideShare is the world's largest community for sharing presentations. Upload and share on blogs, Twitter, Facebook or LinkedIn. Over 60 million people use SlideShare every month for research, sharing ideas, connecting with others, and generating business leads. SlideShare also supports documents, PDFs, and videos.
  24. 24. Wikis A website that allows the easy collaborative creation and editing of information on a topic, list or any number of interlinked web pages via a web browser.
  26. 26. The Executive point of view
  27. 27.  A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.  As a direct result, markets are getting smarter—and getting smarter faster than most companies. The Cluetrain Manifesto
  28. 28. The Cluetrain Manifesto These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most companies only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is- important-to-us busy signal. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.
  29. 29. The Cluetrain Manifesto
  30. 30. What is it NOT for business  A bulletin board for marketing & PR messages.  A cheap way of advertising.  One-sided.  About self-promotion.  A place for you to vent about your competition.  The only way to market your business.  The answer to your prayers.
  31. 31. What is it for Business…  Awareness.  Word-of-mouth.  New people willing to consider doing business with you.  Customer satisfaction.  Research & Insights.  Positioning.  Recruitment.  Promotion.  Audience building.  Immediate.
  32. 32. ―Social Media is the biggest change in business I have seen in my corporate career.‖ Marc Campman March 2012
  33. 33. Tools vs. Strategy
  34. 34. Define your Social Media Goals  Generate exposure for my business  Improve traffic to my web site  Develop myself as a thought leader  Establish new business partnerships  Generate new leads  Improve SEO for my web site  Improve customer satisfaction
  35. 35. Integration with Business Strategy
  37. 37. Social Networks – User Activity
  38. 38. Social Networks – User Activity
  39. 39. Social Networks – User Activity
  40. 40. Facebook
  41. 41. Top 5 Reasons to Use Facebook  Connect with old friends  Access to engaged and qualified users  Viral opportunity for messaging  Targeted advertising  Facebook adoption Facebook
  42. 42. Getting started  Sign up for Facebook with a dummy account  Create your Facebook Page  Invite people to like your page  Share content and information  Use Apps to promote your Facebook Pages
  43. 43. Your Facebook Page - Features Timeline Cover photo Profile picture About Apps Pinned post Message
  44. 44. Your Facebook Page - Features Milestone
  45. 45. Facebook Pages - dimensions
  46. 46. Getting people to ―Like‖ you
  47. 47. • Promotion. Promote your facebook page on all your marketing collateral (print and online) • Suggest to friends. a simple and free way to get the word out that you have a business Page and to ask friends to Like it. Increase your following • Use the share button. build your fan base by regularly using the Share button at the bottom of each ―link‖ you post on your business Wall. • Events: The event feature comes with its own Share button which insures that you can distribute your Event beyond just your fan base to your friends.
  48. 48. Engage with Facebook Apps  Maximum 12 apps per page  You can change the order (except photo app is always 1st)  You can change icon  You can create your own Facebook App
  49. 49. Twitter
  50. 50. Top 5 reasons to Use Twitter  Develop and promote your brand  Interact with your customer base  Track what people are saying about your brand  Create buzz around upcoming events  Promote your content Twitter
  51. 51. Getting started  Sign up for Twitter  Personalise your profile  Find some friends/clients to follow  Find some friends/clients to follow you  Start tweeting  Engage with your network Twitter – How to get started
  52. 52. Your Twitter Profile - old
  53. 53. Your Twitter profile - new
  54. 54. Your Twitter Activity Feed
  55. 55. Your Twitter Discovery
  56. 56. Twitter terminology  Tweet: When you post or write your 140 characters on Twitter and hit send it‘s called a tweet or tweeting.  Handle: That‘s your Twitter name: short and descriptive (get your personal name if you can even if you don‘t plan to use it right now. It‘s like your URL and will have value someday)  Follow: This is simply the act of adding someone to your list of people you are following — this makes their tweets show up on your home page.  Replies: This is what it is called when someone writes a tweet directly at your handle, this is often an invite to engage with a follower.
  57. 57. Twitter Search – made simpler • Spelling corrections • Related Suggestions • Results with real names and user names • Results from people you follow
  58. 58. Twitter Search
  59. 59. Twitter terminology  Retweet: This is a tactic of republishing someone else‘s tweet, the original tweet along with author stays intact, but you are basically showing someone‘s tweet to your followers  DM: This is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages  Hashtag: This is a way people categorize tweets so that others might use the same tag and effectively create a way for people to view related tweets—it will look something like #marketing
  60. 60.  Use Twitter Search  Use Twitter‘s ―Who to follow‖  Follow people your followers are following  Follow thought leaders and bloggers  Collect people‘s twitter names at events  Follow Hashtags at events Finding People to follow
  61. 61. Finding People to follow
  62. 62.  Make your company‘s twitter name easy to find  Place follow buttons on your blog and web site  Interact with the people you follow but don‘t follow you back  Make your tweets useful Getting people to follow you
  63. 63. Start tweeting  An observation  What you are reading  What you are watching  What events you are attending  Your content  Someone else‘s content  Chat with someone  Retweet what someone else has tweeted Twitter – Start tweeting
  64. 64. Linkedin
  65. 65. Top 5 Reasons to Use Linkedin  Make local, national and international professional connections  Position yourself as an authority  Improve your customer knowledge  Trusted contacts  Legitimate Linkedin
  66. 66. Linkedin – Getting Started Getting Started  Sign up for Linkedin  Personalise your Linkedin profile  Grow your network  Join Groups  Use Apps  Engage with your network  Create company page
  67. 67. Personalise your Linkedin Profile 5 elements of your profile:  Your ―Teaser‖: Picture, Name, Professional Headline, Location and Industry.  Short Overview: Current, Past, Education, Recommendations, Connections, Websites, Twitter, and Public Profile.  The Core: Summary and Specialties.  The Specifics: Experience, Education, and Sections.  The Details: Additional Information, Personal Information, and Contact
  68. 68. Visualise your Linkedin Profile
  69. 69. The new Linkedin Profile The new profile setup will make it easier to:  Tell your professional story  Discover people and opportunities  Engage with your network
  70. 70. Your Linkedin Activity Feed
  71. 71. Expanding your connections  Step 1: Upload your email contacts and connect with the ones already on LinkedIn  Step 2: Find current and former colleagues and classmates and connect with them  Step 3: Discover people you may know and connect with the ones you actually know  Step 4: Promote your LinkedIn Profile with a LinkedIn Email Signature and LinkedIn Profile Badge for your website and blog
  72. 72. Using Linkedin Ways to use Linkedin for lead generation  Linkedin Groups  Linkedin Answers  Linkedin Search  Linkedin Applications  Company Pages  Linkedin Ads
  73. 73. Linkedin Apps
  74. 74. Linkedin Company Page
  75. 75. Products
  76. 76. Careers
  77. 77. Linkedin Advertising
  78. 78. Google+
  79. 79. Photo credit: • Google products • Forced upon you • Search rankings • Back and forth with Facebook • 400 Million users – September 2012 Why should you care
  80. 80. Circles Categorize your customers Sparks Monitor your brand Claim your profile Enhance your profile Embrace business tools
  81. 81. • • Share • Promote • Measure • Plays nice with Analytics Create your profile
  82. 82. Google Circles
  83. 83. • Video chat • 10 people • Q&A, demo a product, meet the CEO • 5 Creative Ways Businesses Are Using Google+ Hangouts Hangouts
  84. 84. • See your posts spread through Google+ • Identify influencers Ripples
  85. 85. • Trends happening around the web • Business to do? Use to create content? Sparks
  86. 86. • Integrates with Google Calendar • Party mode – share video and photos at the event Google+ Events
  87. 87. • Google+ posts • Search results • Articles • YouTube videos • Display ads +1 Button - Endorse
  89. 89. Pinterest is a virtual pinboard which allows users to organize and share beautiful and interesting content they find on the web. Pinterest‘s goal is to connect everyone in the world through the 'things' they find interesting.
  90. 90. What does a user profile look like? Your boards are of all the things that (P)interest you….
  91. 91. Follow people or just the pinboards you like
  92. 92. With the iPhone app you can ‗pin‘ wherever you are
  93. 93. Users can pin, re-pin, follow, like and create boards of interests.
  94. 94. Showcase your products and most importantly, their prices
  95. 95. And you can also browse for gifts too. Along with being able to filter by price….
  96. 96. Find out who has pinned your website content. Insert your website URL after /source. You might be surprised….
  97. 97. Take aways • Great potential for retailers • Boost your brand image by sharing cool but relevant images • If you have a catalogue this is one opportunity to digitize it • Inspire people and generate a viral effect • Generate lead, find out what‘s interesting for users • Never SPAM your followers • Share what‘s interesting and drive traffic to your website • Pin, re-pin and like other users‘ images that you find relevant • Brands that only share own content are uninteresting • Keep in mind, social network rules apply