Members, prospects, and other stakeholders are talking about your association in blogs, on Facebook, Linkedin and Twitter. What they say there influences what people think about your organization. Are you listening? Are you responding? The Avectra Social Console gives your association the power to monitor and engage in social media conversations. Attend this session to discover what kinds of topics to monitor, how to engage in social media conversations, and why the Social Console is the Social Media Management tool of choice for any organization running netFORUM.

1. ENGAGEMENT 2.0
SOCIAL MEDIA MANAGEMENT
MEETS CRM
#AUDC12

2. www.Avectra.com
MEET YOUR
PRESENTERS
Brian Cheung Ben Martin, CAE
SOCAP International AVECTRA
Manager, Education & Product & Community
Marketing Manager
@bdcheung @bkmcae
#AUDC12

3. TWEET!
www.Avectra.com
#AUDC12

4. www.Avectra.com
#AUDC12

5. www.Avectra.com
THEY’RE TALKING ABOUT YOU
#AUDC12

6. www.Avectra.com
SOCIAL MEDIA MANAGEMENT
• A social media
management system
aggregates social media
content in one location
making it efficient and
effective for an
organization to monitor
and participate in social
media conversations
#AUDC12

7. www.Avectra.com
#AUDC12

8. www.Avectra.com
• Manage outgoing messaging to all sites – one
message, all sites, all at once
• Track friends’, fans’ and followers’ updates as well as
keywords on the web and in the social sphere
• Automate social updates, notifications and responses
• Constantly monitor all activity for multiple sites in one
location
• Report on trends
#AUDC12

9. www.Avectra.com
WHY DOES AN ASSOCIATION
NEED THE SOCIAL CONSOLE?
• Members, prospects, and stakeholders in your
profession or industry are influencing what
other members, prospects and stakeholders
believe about your association in conversations
on social media outlets.
#AUDC12

10. www.Avectra.com
HOW DOES THE SOCIAL
CONSOLE HELP?
• Avectra Social Console can help you become
aware of those conversations by allowing
association staff to listen in to keywords on
social media outlets.
#AUDC12

11. www.Avectra.com
WHY DOES AN ASSOCIATION
NEED THE SOCIAL CONSOLE?
• Your association needs to maintain a level of
control over publishing to social media sites
but not inhibit staff from working efficiently.
#AUDC12

12. www.Avectra.com
HOW DOES THE SOCIAL
CONSOLE HELP?
• Avectra Social Console allows your association
to set publishing permissions, giving
administrators the ability to determine who on
staff can post content immediately to the
Association’s public social networks, and
whose posts need to be approved by an editor
before publishing.
#AUDC12

13. www.Avectra.com
WHY DOES AN ASSOCIATION
NEED THE SOCIAL CONSOLE?
• Your association has multiple social media
outlets for various programs, conferences, and
initiatives.
#AUDC12

14. www.Avectra.com
HOW DOES THE SOCIAL
CONSOLE HELP?
• Avectra Social Console allows associations to
manage multiple social media accounts by
setting up Properties, each of which can be
independently configured and managed.
#AUDC12

15. www.Avectra.com
WHY DOES AN ASSOCIATION
NEED THE SOCIAL CONSOLE?
• Your association wants to create a stronger
affinity with its Twitter Followers without
creating a lot more work.
#AUDC12

16. www.Avectra.com
HOW DOES THE SOCIAL
CONSOLE HELP?
• Avectra Social Console has a Direct Message
Responder to automate messages to members
or prospects when they Follow your association
on Twitter.
#AUDC12

17. www.Avectra.com
WHY DOES AN ASSOCIATION
NEED THE SOCIAL CONSOLE?
• Your association doesn’t have a dedicated
social media manager to constantly monitor
social media.
#AUDC12

18. www.Avectra.com
HOW DOES THE SOCIAL
CONSOLE HELP?
• Avectra Social Console has an e-mail digest
feature that sends one or more staff scheduled
summaries of social media posts on the sites
and keywords being tracked.
#AUDC12

19. www.Avectra.com
WHY DOES AN ASSOCIATION
NEED THE SOCIAL CONSOLE?
• Your association doesn’t have a dedicated
social media manager to constantly publish
content to social media.
#AUDC12

20. www.Avectra.com
HOW DOES THE SOCIAL
CONSOLE HELP?
• Avectra Social Console has an auto pilot
feature that allows staff to schedule out social
media marketing and communications
campaigns weeks or months in advance.
#AUDC12

21. www.Avectra.com
WHAT SHOULD WE MONITOR?
• Organization name • Industry/Profession
– Acronym hashtags
• Conferences • Books/Magazines
• Board Chair’s name • Research/Surveys
• CEO’s name • Your organization’s
• Legislative agenda website
– Bill numbers • Certifications
• Influential speakers • Competition
& authors • Other ideas?
#AUDC12

22. www.Avectra.com
HOW SHOULD WE ENGAGE?
• It depends, but…
– Participate, don’t
dominate
– Conversational tone
– Be responsive
– Be helpful
– Be authentic
– Set boundaries & give
staff freedom to work
within them
#AUDC12

23. www.Avectra.com
CASE STUDY
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24. www.Avectra.com
DEMO TIME
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25. www.Avectra.com
BUT WAIT, THERE’S MORE!
• Social Profile Discovery
– Social Console will compile a social media dossier
for constituent records in netFORUM
• User-Centric Social Activity Tracking
– Clip social content from the Web and attach it to
constituent records in netFORUM
• Monitor and engage in MemberFuse
• Tighter integration with netFORUM
#AUDC12

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27. www.Avectra.com
WHICH IS MORE
IMPORTANT?
WHAT’S WHO’S
BEING SAYING
SAID IT

28. www.Avectra.com
IT DEPENDS
ON THE CONTEXT

29. www.Avectra.com
IMPORTANCE
IS IN THE EYE OF
THE BEHOLDER

30. www.Avectra.com
WHICH IS MORE
INFLUENTIAL?
10,000 100
FOLLOWERS FOLLOWERS

31. www.Avectra.com
IT DEPENDS
ON THE CONTEXT

32. www.Avectra.com
INFLUENCE
IS IN THE EYE OF
THE BEHOLDER

33. CASE STUDY
www.Avectra.com
The Communications Director approaches you
with a question: We have 10,000 members,
some percentage of which are active on the
various social networking sites. We only have
time to actively manage two social networking
sites. How can I decide which two I should invest
our time in?

34. CASE STUDY
www.Avectra.com
The VP of Tradeshows asks you: I have a list of
1197 tweets from last week’s tradeshow. How
can I figure out who these people are, which
ones are members, and who, if any of them, are
people that I should invite to serve on the
tradeshow committee?

35. CASE STUDY
www.Avectra.com
The Marketing Coordinator asks you: We have
4391 Twitter followers. I want to send an e-mail
blast to our members who are following us on
Twitter and who attended last year’s
conference. Can you help me?

36. www.Avectra.com
HOW DO I LEARN WHO’S
INFLUENTIAL?

40. www.Avectra.com
HOW DO I LEARN MORE
ABOUT WHO’S
INFLUENTIAL?

49. www.Avectra.com
WHAT HAVE WE
LEARNED?

50. CASE STUDY
www.Avectra.com
The Communications Director approaches you
with a question: We have 10,000 members,
some percentage of which are active on the
various social networking sites. We only have
time to actively manage two social networking
sites. How can I decide which two I should invest
our time in?

51. CASE STUDY
www.Avectra.com
The VP of Tradeshows asks you: I have a list of
1197 tweets from last week’s tradeshow. How
can I figure out who these people are, which
ones are members, and who, if any of them, are
people that I should invite to serve on the
tradeshow committee?

52. CASE STUDY
www.Avectra.com
The Marketing Coordinator asks you: We have
4391 Twitter followers. I want to send an e-mail
blast to our members who are following us on
Twitter and who attended last year’s
conference. Can you help me?

53. www.Avectra.com
WHERE IS ALL
OF THIS GOING?
• CRM/AMS Integration • Automation
– Tracking private comm- – Social profile discovery
unity activity – Social activity tracking
– Tracking social profiles – Social marketing
– Social activity records acceleration
– Report on social media – Social topic discovery
influencers

54. www.Avectra.com
QUESTIONS TO ASK
YOUR TECH VENDORS
• How are you incorporating social into your AMS?
• How are you making our web content social?
• How are you automating our social strategies?

55. THANK YOU
#AUDC12