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2. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Webinar agenda
• Creating a strategy
• Specific steps
• Ideas for posting
• Examples
• Monitoring
• ROI
• Summary

3. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
About Me
• Curt Moss, Senior
Product Marketing
Manager @ WebLink
• 12 years at member-
based orgs
– Las Vegas Chamber of
Commerce
– Chapter of National Safety
Council
• 7 years @ WebLink
– Faculty for W.A.C.E.
– Present at association and
chamber conferences
linkedin.com/in/curtmoss
linkedin.com/company/weblink-international
#WebLink

4. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
About WebLink
• SaaS Company (Software as a Service), Leading Software
Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate

5. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
About WebLink
• Membership
Management Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success

6. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

7. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
WebLink Websites
• Responsive website
design
• Automatically adjusts
for any screen
• Fully integrated
database & website

8. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
About WebLink
• iPad app for mobile
commerce
• Integrated credit card
reader
• New member sales
• Event registrations
• Pay open invoices

9. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
WebLink Blog

10. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Our next webinar:
October 31, 2:00 pm EDT
5 Mistakes That
Haunt Associations
When Using Their
Membership Database
weblinkinternational.com/haunt

11. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Do you have a social media strategy
and content calendar?
We don’t use
social media
9%
We have a
strategy but
don’t always
follow through
17%
We utilize social
media but don’t
have a strategy
59%
We have a
strategy and a
content
calendar
15%

12. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Do you store your members’ social media pages and
profiles in your membership management software?
Unsure
26%
We don’t have
that feature in
our system
49%
We have social
media profile
data stored for a
FEW members.
16%
We have social
media profile
data stored for
MOST
members.
9%

13. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Which social media network have you found to be
most effective in connecting with members?
Facebook
49%
LinkedIn
12%
Twitter
9%
I'm not
sure/other
30%

14. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Have you acquired a new member via your use of
social media?
I’m not sure
how we could
tell
50%
No
25%
Yes
25%

15. Strategy

16. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What makes up a strategy?

17. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Goal

18. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Plan

19. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Action

20. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Measurement

21. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Evaluation & Analysis

22. Social Media = Communications Tool

23. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What is your strategy for...
• Newsletter
• Events
• Email
• Website
• Blog
• Mailers

24. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Relevant & Useful Information...
• Business issues
• Government advocacy
efforts
• Organizational programs
• Benefits
• Events
• Educational or
community topics

25. Use Social Media
for the same things!
(and more)

26. Social Media is about...

29. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

31. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Goal

32. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What are your
social media
goals?
Can you answer in 15 words or fewer?

33. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

34. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

35. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Social Media Goals
• Gain new members
• Improve retention
• Increase event
attendance
• Exposure for members
• Connect businesses
• Extend reach
• Expand influence
• What else?

36. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Plan

37. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

38. Let’s give
them
something
to TALK
about

39. How often does your email
marketing message get
forwarded to a subscriber’s
entire address book?

41. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Add share buttons from Facebook,
Twitter, LinkedIn

43. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Who do they believe?
• Consumers trust
recommendations from
friends and colleagues
over advertising
• The “social graph” is
becoming more
important to
companies’ marketing
efforts

44. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Action

45. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Listen, then talk

46. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Respond

47. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Tell, Don’t Sell

48. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Just Be You

49. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Give Stuff Away

50. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Admit Your Mistakes

51. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Be Grateful

52. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Provide Support

53. Get them to tell THEIR story
(through YOU)

54. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What can you post?
• “How I got the business”
• Write blog posts for you
• How issues affect them, both positive and
negative (with organizational spin)
• Tag them
• Mention them
• Promote them
• Encourage others to reply, respond, retweet

55. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
ASK them to post after/about...
• Joining
• Events
• Awards
• Certifications
• Ribbon cuttings
• Major business issues
• Community topics
• Tie to your organization
whenever possible

56. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Ask for referrals
• “Do you know any
businesses that should
join our organization?”
• Track in your membership
management software
• Reward them if the
business joins
• Thank them via social
media

57. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Catch them promoting you…
• Other businesses,
especially members!
• Ask them to mention
your organization,
events and programs
• Reward them?

58. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

59. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

60. Yes, your members WANT to know
what you’re doing for them and the
business community you serve!

61. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What you’re doing...
• Business issues
• Government advocacy
efforts
• Member programs
• Discounts & affinity
programs
• Events
• Community & business
topics
• Leading
• (fun)

62. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Engaging your tweeps
• Reply to them
• Retweet them
• Ask questions
• Post useful information
• Include links!
• Include photos!

63. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Things to avoid
• Posting same things
everyday
• Not following back (for
local tweeps)
• Not replying (one way
communications)
• Inappropriate posts

64. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Make your content “sharable”
• Social sharing widgets
• Like button
• Tweet this button
• Add This
• Share This
• Wibiya or other social
tool bars

65. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Social Media Profiles
Add links in your signature
Staff page on website
Footer of email newsletters

66. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Examples

67. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

68. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

69. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

70. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

71. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

72. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

73. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLinkTwitter tools for local organizations © WebLink International

74. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLinkTwitter tools for local organizations © WebLink International

75. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

76. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Mix online & offline
• Send notes for items you
see online
• Bring up online
interactions when face to
face
• Post about IRL
interactions
• Share tweets and posts in
print, on your website

77. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
“Use” your members
• Who has a big following
on Facebook or Twitter?
• Find ways to engage
them to talk about you
• Their fans work for
businesses, too!
• Reach the next level

78. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

79. Bonus Facebook Tips

80. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

81. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Friend-vertise
• You can target ads against just the friends of
people who have "liked" your brand on
Facebook
• When those people see your ad, they will see
listed the names of their friends who like your
brand, too.

82. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Bonus Tip – For your members
Add members’ social media links on their listing
on your website. Connect them with potential
customers.

83. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Use your AMS to store
members’ profile data

84. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
90% of consumers would
most likely recommend a
brand name to other people
after interacting with the
brand on social media.
Internet Advertising Bureau Study, July 2013

85. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Measurement

86. Marketing without
metrics isn’t
marketing.

87. It’s guessing.

88. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Word of Mouth
• Powerful
• Free
• Can’t control
• Potentially scary
• What are they saying?

89. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Can
you
measure
it?

90. How likely is it that you
would recommend our
organization to a friend
or colleague?
Scale of 0-10
The Ultimate Question

91. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Why 0-10?
• 1-5 yields “3s”
• With 1-10 some people
will reverse good/bad

92. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
How likely is it that you would recommend our
organization to a friend or colleague?
10 9 8 7 6 5 4 3 2 1 0
Extremely
likely
Not likely
at all
Promoter Passive Detractor

93. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Net Promoter Score
Promoters
Net
Promoter
Score
Detractors- =

94. The results
may be
humbling.

95. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
New member sales

96. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Member retention

97. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

98. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Evaluation & Analysis

99. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Tracking
• Custom fields in
membership management
system
• Lead source code
• Excel or Google docs
spreadsheet
• Twitter lists – members,
prospects
• MUST link online action to
offline action somehow

100. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Social Media Monitoring EZ
• Twitter Search
• Google Alerts
• Facebook Page stats
• LinkedIn Page stats
• Social monitoring tools

101. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
search.twitter.com

102. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Google Alerts

103. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Management, listening &
influencer tools
• Hootsuite
• TweetDeck
• Buffer
• Radian 6/Salesforce
• trackur
• Klout
• Google “social media
monitoring software”

104. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

105. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Mention

106. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
ManageFlitter

107. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Demographics Pro

108. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Twazzup

109. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Facebook Insights

110. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

111. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

112. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
LinkedIn Insight & Analytics

113. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
LinkedIn - View Your Followers

114. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Website Traffic

115. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

116. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
ROI Simplified
• What did you want?
(GOAL)
• What did you get?
(RETURN)
• How much did it cost?
(INVESTMENT)
• What are your social
media goals?
• Do they involve $$?

117. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Keeping Track – Old School
• Log time spent
• Budget time
• Track leads, sales, etc.,
in CRM software
• Divide sales (goals) by
time and $$

118. “Tools can make this
simpler, but ultimately,
it’s down to you and
your friend Mr. Grey
Matter to distill data
into insights, and
insights into actionable
recommendations.”
- Kat French, on Social Media Explorer

119. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
WebLink Recap: An Integrated Solution
• ONE web-based
centralized database
• Prospects, members,
non-members and all
reps in same system
• Financials, events,
email, committees,
website, reporting
Central
DB
Financial
System
Website
Email
Marketing
Members
Events
Prospects

120. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Association & Chamber Websites
• 500+ client websites
• WebLink Local business
directory drives 67%
increase in traffic from
organic searches
• Adds value for members
• Non-dues revenue
• Responsive website
design

121. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
iPad App for Mobile Commerce
• Sell memberships
• Event registrations
• Integrated credit card
reader

122. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Our next webinar:
October 31, 2:00 pm EDT
5 Mistakes That
Haunt Associations
When Using Their
Membership Database
weblinkinternational.com/haunt

123. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
3 Questions

124. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Webinar Recap
• We will email copy of
presentation to
attendees
• Link to video recording
of webinar
• Please let us know if
you have any questions

125. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
The Purple Cow

126. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
“Turn strangers
into friends.
Turn friends into
customers.
Turn customers
into salespeople.”
- Seth Godin

128. WebLink International
3905 W. Vincennes Road, Suite 210 Indianapolis, IN 46268
P 317-872-3909 | 1-877-231-4970 | F 317-872-3929
weblinkinternational.com | weblinkblog.com
Curt Moss
Senior Product Marketing Manager
curt.moss@weblinkinternational.com