This month we'll explore the topic of Using Social Media to Grow Membership. Join us for this webinar as we get an overview of how important Social Media is for your organization.

1. Welcome to HighRoad U
HighRoad Solution is a qualified provider of CAE credits from
ASAE

2. Introductions
Maneesha Manges, Director of Inbound Marketing
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges

3. Using Social Media to
Grow Membership

4. Question #1
Do You Use Social Media to
Promote Your Association
Programs?
YES!

5. Question #2:
Do You Use Social Media to
Generate Leads and Grow
Your Membership Base?

6. Today’s Topic
• Using Social Media to Grow Membership
• Overview
• Definitions
• Why You Should Use Social Media
• Considerations

7. Social Media – Constant Growth

8. Social Media Definition
• “Social media are web-based tools that allow
people or companies to create, share or exchange
information such as career interests, ideas,
images,or content in virtual communities and
networks.” ~ wikipedia
• Two-Directional Distribution Channel
• Many sources of information to many receivers

9. Why We Use Social Media
Typical characteristics:
• Web 2.0 internet based
applications
• User-generated-content is
typical desired output
• User-specific / User-
centric profiles
• Connecting profiles to
other similar profiles to
facilitate creation of
online networks
Different from Traditional
Media Model:
• Reach
• Frequency
• Usability
• Immediacy
• Quality

10. Association Marketers Care About….
• Reach – How else can you get in front of people who
don’t know your organization / brand / program?
• Frequency – Quality merits frequency
• Usability – iconography is pervasive
• Immediacy - Real-time is not only acceptable but
preferred
• Quality – Cut through the noise – offer something that
is of value  CONVERSION

11. Generating Leads aka Grow Membership
How do you generate leads?
• Need a really good offer (call to action)
• Need a way to digitally connect all of your digital
properties to work in tandem
• Integrated marketing campaign (IMC)
Challenge: How do you get in front of people who
don’t know you?

12. Use Social Media
Unpaid
• Twitter
• Twitter Chats
• Facebook
• YouTube
• LinkedIn
• Groups
• Page
• Association Blog
• SlideShare
• Pinterest
• Private Online Community
Paid
• Twitter Cards
• Facebook Sponsored Content
• LinkedIn Text Ads
• LinkedIn Sponsored Content
• LinkedIn Sponsored InMail
• YouTube Sponsored Content

13. Why Unpaid Plus Paid Social Media?
• Get in front of prospects / leads who don’t know
your organization
• Make impression on prospects through meaningful,
relatable content
• Creating awareness of your brand / program to
people who don’t exist in your database

14. Consider Reach

15. Still Need to Change Perspective

16. LinkedIn – Perfect Case Study for Your
Association
LinkedIn
• Sponsored Updates:
• Paid content that
appears in a
members news feed
across all devices
and in app

17. Reach net new
customers who have
no idea who you are
and what you can
offer them
Sponsored
InMail
EDUCATE
SEO (Google,
for example)
Your customer
acquisition funnel:
Impact of Sponsored Updates on
LinkedIn?
Sponsored
Updates

18. Two Types of Sponsored Content on
LinkedIn
Sponsored Updates
• Appears on the company
or showcase page to your
followers
• Can be amplified to your
audiences in your paid
program
Direct Sponsored Content:
• Does not appear on the
company or showcase
page
• Can be personalized
based on your targeting
• Create multiple versions
to A/B test

19. Effective Content on LinkedIn
1. Valuable
2. Relevant
3. Strong in Tone &
Voice
Why We Like Social Media:
• Reach
• Frequency
• Usability
• Immediacy
• Quality

20. Recap – Use Social Media to Grow
• Consider your content and audience
• Consider timing and relevancy
• Don’t have to worry about mastering platform
features
• Effort in planning your unpaid & paid social media
marketing mix
• Play with both – plan paid around campaigns for
additional uplift
• Generate leads

21. Upcoming Topics in May
Using Social Media to Grow Membership
• May 13 – Best Practices
• May 20 – Measure for Success