When EU trade associations go social
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Four elements key to EU trade association social media success. Delivered in Feb and March 2015 at FleishmanHillard Brussels to an audience of 70+ by Brett Kobie (FleishmanHillard), Shweta Kulkarni (MedTech Europe) and Mark Redgrove (Orgalime).
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When EU trade associations go social
- 1. When trade associations go social 25 February 2015 & 12 March 2015 #FHgosocial
- 2. Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion #FHgosocial
- 3. What is today about? • Taking the next step in social #FHgosocial
- 4. What is today about? • Taking the next step in social • Learning what works #FHgosocial
- 5. What is today about? • Taking the next step in social • Learning what works • Meeting your colleagues #FHgosocial
- 6. What is today about? • Taking the next step in social • Learning what works • Meeting your colleagues • Sharing war stories #FHgosocial
- 7. Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion #FHgosocial
- 8. Associations and social media: what works best? #FHgosocial
- 9. Associations and social media: what works best? We’ve spotted four common elements that seem to lead to social success #FHgosocial
- 12. Meaningful objectives that are aligned with the broader objectives of your organisation. #FHgosocial
- 13. Meaningful objectives that your board, leadership, working groups have agreed upon. #FHgosocial
- 14. Meaningful objectives like “we want to move the needle on the XYZ directive.” #FHgosocial policy
- 15. Meaningful objectives like “we want to raise our industry’s profile”. #FHgosocial comms
- 16. 1. Meaningful objectives 2. A focus on audience #FHgosocial
- 17. 1. Meaningful objectives 2. A focus on audience #FHgosocial Whom do we need to reach to accomplish our objective?
- 18. 1. Meaningful objectives 2. A focus on audience #FHgosocial MEPs? The Council? The general public? Our own members?
- 19. 1. Meaningful objectives 2. A focus on audience #FHgosocial Focus on the right audience. The rest is unimportant.
- 20. 1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) #FHgosocial
- 24. …but please bring great content or I will ignore you.
- 26. Great content = your proof points told through stories that are directly relevant to and relatable for your audience. #FHgosocial
- 27. Great content = your proof points told through stories that give your audience a reason to stay tuned. #FHgosocial
- 30. Great content + The right channel #FHgosocial Measurable ROI
- 31. 1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple story #FHgosocial
- 32. 1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple story #FHgosocial “We reached 1.5 million mums in the UK”
- 33. 1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple story #FHgosocial “20,000 of them engaged with our content”
- 34. 1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple story #FHgosocial “We engaged with 60% of the ECON Committee on Twitter”
- 35. 1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple story #socialtrade “The rapporteur referenced our campaign in a committee hearing”
- 36. 1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple story #FHgosocial
- 37. Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion #FHgosocial
- 38. #socialtrade
- 39. Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion #FHgosocial
- 41. What is it? • A brand journalism platform that tells the emotional story of MedTech from a people-first perspective. • We tell the stories that traditional media isn’t telling and bring them directly to our target audience, primarily through paid advertising on facebook.
- 42. #socialtrade
- 44. Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion #FHgosocial
- 45. Qs… • How did you convince your org to get on board? • How do you measure social success in your org? • How should orgs new to social get started? #FHgosocial
- 46. There’s more to this conversation • Gathering insights from data • Creating and curating content • Facebook and Twitter ads • Practical tips for social media management and measurement Useful stuff coming soon to your inbox!* *unless you don’t want it
- 47. How to reach me, Brett Kobie @kobiebrett brett.kobie@fleishmaneurope.com be.linked.com/in/brettkobie