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Kim Karagosian                                    Director of Marketing                                  Association Headq...
Commonly Asked Questions from Chapters…• How do we leverage and share marketing ideas  among chapters?• How do we use mark...
Running a SIM chapter’s marketing isn’t easy!•   Members... disconnected•   Meeting attendance... sparse•   Ability to rea...
Enter... SOCIAL MEDIA!April 2012              SIM Chapter Summit   Page ‹#›
By now, you know why your chapter needs social media...•   Establish your brand•   Create buzz, conversations•   Raise awa...
So much promise... So little time!                    Who will write the content?Who will manage all of thesesocial media ...
Stop panic and get organized... CONNECT THE             DOTS                                   Social Media Strategy      ...
AGENDA: Social Marketing tips for your SIM                      chapterFree (or low cost) ideas you maynot have thought of...
Audience comes first• Describe who you want to reach  – Demographics (twenty-somethings, affluent)  – Psychographics (entr...
Survey current chapter members for             segmentation• Keep invitation short• Use some of the data from last year’s ...
Next, what action do you need them to take?• Be more aware of your SIM chapter• Attend a chapter event• Become a member• C...
Write it for themSometimes you just have to spell it out... Write a letterintroducing SIM and post it to your chapter’s we...
Make it easy to contact you             adds a tab on SIM’s Facebook Page that generates acontact form, allowing anyone vi...
Develop a plan                • What social media channels do you                  use now?                • How have you ...
Inventory your contentAdd these... Your content assets Chapter News                           Email Member updates Chap...
Find new content (you don’t have to create it                 yourself)Helps you to•   Discover articles you can repurpose...
April 2012   SIM Chapter Summit   Page ‹#›
Example: Chapter Marketing PlanMarketing Idea                                                                             ...
LinkedIn• Join related groups• Perform searches (by  people, groups, updates, etc) to find prospects  and see how many peo...
April 2012   SIM Chapter Summit   Page ‹#›
Join SIM’s Google+ page• Post links about and  pictures/ videos of  chapter events• Hold virtual "hangouts"  for your chap...
Join the SIM Facebook Page• Share photos and videos from  your local events on the SIM  National Facebook page• Post stori...
Define your KPIs (Examples)                                       Engagement to influencers.                              ...
Track your resultsApril 2012              SIM Chapter Summit   Page ‹#›
Use bit.ly to track your social media content’s                 popularity• Shortens URLs into trackable ones• Track the n...
Monitor multiple social media pages• Discover articles you can repurpose• Follow your speakers, board, and volunteers and ...
April 2012   SIM Chapter Summit   Page ‹#›
Association ExamplesHighlighting 30-year Anniversarythrough Social MediaWhat were you thankful for this Thanksgiving?This ...
Then and NowStart thinking abouthow your chapter canuse RLF’s 20thanniversary as part ofyour messaging    April 2012      ...
Association ExamplesStart thinking about howyour chapter canincorporate a tweet-uplounge and Twitternames on badges       ...
Thanks           Question & Answer                    Follow us                     @kim323                   @socialsynta...
Presenters: Todd Nilson and Kim KaragosianApril 2012               SIM Chapter Summit               Page ‹#›
Expand your chapter's reach with social media
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Expand your chapter's reach with social media

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A version of this presentation by Kim Karagosian and myself was given on April 27, 2012 at the SIM Chapter Leaders Summit in St. Louis, MO. The purpose of the presentation was to introduce chapter leaders to new ideas for approaching social media to grow their membership and gain greater visibility.

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Expand your chapter's reach with social media

  1. 1. Kim Karagosian Director of Marketing Association Headquarters Todd Nilson Social Media Chair SIM Management CouncilApril 2012 SIM Chapter Summit Page ‹#›
  2. 2. Commonly Asked Questions from Chapters…• How do we leverage and share marketing ideas among chapters?• How do we use marketing to grow our chapter?• How do we create more chapter brand awareness?• What can SIM national do to help? April 2012 SIM Chapter Summit Page ‹#›
  3. 3. Running a SIM chapter’s marketing isn’t easy!• Members... disconnected• Meeting attendance... sparse• Ability to reach technology leaders... lacking• Membership renewals... lagging• Awareness of your chapter... low April 2012 SIM Chapter Summit Page ‹#›
  4. 4. Enter... SOCIAL MEDIA!April 2012 SIM Chapter Summit Page ‹#›
  5. 5. By now, you know why your chapter needs social media...• Establish your brand• Create buzz, conversations• Raise awareness for your cause• Establish familiarity• Build a community & network• Be where your friends, fans, donors, and peers are• Get in front of the search engines• Become a thought leader April 2012 SIM Chapter Summit Page ‹#›
  6. 6. So much promise... So little time! Who will write the content?Who will manage all of thesesocial media channels? April 2012 SIM Chapter Summit Page ‹#›
  7. 7. Stop panic and get organized... CONNECT THE DOTS Social Media Strategy New Thought Publicity Attendance Leadership Members Shares Mentions Interaction Fans Followers Groups Facebook Twitter LinkedInApril 2012 SIM Chapter Summit Page ‹#›
  8. 8. AGENDA: Social Marketing tips for your SIM chapterFree (or low cost) ideas you maynot have thought of to...1.Boost site traffic2.Increase attendance of your events3.Encourage SIMposium attendance4.Grow your membershipWe will cover how to...•Plan and marshal your content•Interest and recruit potential members•Monitor and measure social media•Build engagement by showing examples fromother associations April 2012 SIM Chapter Summit Page ‹#›
  9. 9. Audience comes first• Describe who you want to reach – Demographics (twenty-somethings, affluent) – Psychographics (entrepreneurs, techies)• What do they want? – What they read – What they talk about online – What kind of content they share Make.• Where do they congregate? Me. Care. – Facebook – LinkedIn – Twitter – None of the above? April 2012 SIM Chapter Summit Page ‹#›
  10. 10. Survey current chapter members for segmentation• Keep invitation short• Use some of the data from last year’s & make them feel like they are a part of something big• Provide gift cards to the first 25 people to fill it out completely or a larger prize for one winner• Don’t send more than 2 reminder emails. Filter out email addresses of people who already responded.• Publish results April 2012 SIM Chapter Summit Page ‹#›
  11. 11. Next, what action do you need them to take?• Be more aware of your SIM chapter• Attend a chapter event• Become a member• Contribute and interact regularly! April 2012 SIM Chapter Summit Page ‹#›
  12. 12. Write it for themSometimes you just have to spell it out... Write a letterintroducing SIM and post it to your chapter’s website. Prospects andmembers can download and give it to their manager for approval.What to include: Why become a member Why attend your meetings Why attend SIMposiumExample: DNA’s Annual ConventionNeed help telling your supervisor why you should attend DNA’s 30th Anniversary AnnualConvention? Use this letter from the DNA President to show your supervisor what he orshe can gain from your attendance at this meeting. You can personalize thesetemplates with specific topics or sessions that you plan to attend, as well as show abreakdown of the costs associated with attendance. April 2012 SIM Chapter Summit Page ‹#›
  13. 13. Make it easy to contact you adds a tab on SIM’s Facebook Page that generates acontact form, allowing anyone visiting your page to get in touchwith us at the very moment when they’re most interested. April 2012 SIM Chapter Summit Page ‹#›
  14. 14. Develop a plan • What social media channels do you use now? • How have you used them so far? • What are your obstacles? Quantify? • Is there a clear leading channel that enjoys heavy user adoption? • Identify 2-5 channels to focus upon • Inventory your content assets • Create & use a messaging calendar • Be interesting • Be consistent with the SIM brand • Stick with the planApril 2012 SIM Chapter Summit Page ‹#›
  15. 15. Inventory your contentAdd these... Your content assets Chapter News Email Member updates Chapter News Blogs TONS of news to In-person Education+ + Forums = share on multiple Online Education Website social media Foundation Partner channels Partners Sites Sponsors and Exhibitors SIM Connect Newsletter April 2012 SIM Chapter Summit Page ‹#›
  16. 16. Find new content (you don’t have to create it yourself)Helps you to• Discover articles you can repurpose• What cities are talking about relevant topics the most. This could be information used for regional events.• Who is talking about what? Understanding these conversations can lead to potential partnerships. April 2012 SIM Chapter Summit Page ‹#›
  17. 17. April 2012 SIM Chapter Summit Page ‹#›
  18. 18. Example: Chapter Marketing PlanMarketing Idea MediumFollow people on twitter that use keywords “technology” and “leadership” Social MediaAsk your committee to come up with questions and discussion topicsCreate # messages for twitter like #CIO or #CTO or #techleaders Social MediaCreate # of discussion questions for LinkedIn based SIM membership Social MediaDiscussion questions posted on member forums Association WebsiteCreate messaging for Facebook(repurpose and message some messages created for Twitter and LinkedIn) Social MediaPost messages on Facebook w/ link to product site Social MediaCreate dedicated email blast using thumbnail image, summary paragraph, who would beinterested in purchasing this, member v non member price and some bullets on key learnings EmailPut new events under latest news Association WebsiteRepost messages on Facebook Social MediaCreate 5 new messages for Twitter Social MediaCreate 2 new discussion questions for LinkedIn Social MediaNew discussion questions posted on member forums Association Website April 2012 SIM Chapter Summit Page ‹#›
  19. 19. LinkedIn• Join related groups• Perform searches (by people, groups, updates, etc) to find prospects and see how many people are referencing your #hashtags or chapter April 2012 SIM Chapter Summit Page ‹#›
  20. 20. April 2012 SIM Chapter Summit Page ‹#›
  21. 21. Join SIM’s Google+ page• Post links about and pictures/ videos of chapter events• Hold virtual "hangouts" for your chapter• With Google +, Google is tracking the content being shared which helps with search rankings April 2012 SIM Chapter Summit Page ‹#›
  22. 22. Join the SIM Facebook Page• Share photos and videos from your local events on the SIM National Facebook page• Post stories, announce chapter events• Engage existing members• Grow membership by posting regularly• People who like your Page will get updates in their News Feed.• Talk about your upcoming chapter event on your Facebook profile facebook.com/societyforinformationmanagement April 2012 SIM Chapter Summit Page ‹#›
  23. 23. Define your KPIs (Examples) Engagement to influencers. Monitor and learn more about those key influencers who are talking about your brand and company in social media. By finding out where and how they are talking about you, you can reach out to them, connect and lay the groundwork for them to eventually become your advocates. Share of Voice. Compare your share of voice against your competitors on a regular basis. Is it improving? What is your strongest online channel? By identifying your strengths and weaknesses you can focus on improvement with better messaging and content.April 2012 SIM Chapter Summit Page ‹#›
  24. 24. Track your resultsApril 2012 SIM Chapter Summit Page ‹#›
  25. 25. Use bit.ly to track your social media content’s popularity• Shortens URLs into trackable ones• Track the number of clicks your social media messages receive• Will help you to repost messages quickly• Gain an understanding of what messaging resonates best with your audienceExample:https://simnet.site-ym.com/store/list_products.asp?catid=93346Using bit.ly, it becomes http://bit.ly/Iqm53z April 2012 SIM Chapter Summit Page ‹#›
  26. 26. Monitor multiple social media pages• Discover articles you can repurpose• Follow your speakers, board, and volunteers and see what they are tweeting about• Discover influencers and try to partner with them• Find potential members• Listen to a crisis before it happens April 2012 SIM Chapter Summit Page ‹#›
  27. 27. April 2012 SIM Chapter Summit Page ‹#›
  28. 28. Association ExamplesHighlighting 30-year Anniversarythrough Social MediaWhat were you thankful for this Thanksgiving?This Thanksgiving, Dermatology Nurses’ Association(DNA) was thankful for the first five presidents of theassociation. These women helped create such a positivecommunity of dermatology nurses. April 2012 SIM Chapter Summit Page ‹#›
  29. 29. Then and NowStart thinking abouthow your chapter canuse RLF’s 20thanniversary as part ofyour messaging April 2012 SIM Chapter Summit Page ‹#›
  30. 30. Association ExamplesStart thinking about howyour chapter canincorporate a tweet-uplounge and Twitternames on badges On-site: Tweet Up Lounge April 2012 SIM Chapter Summit Page ‹#›
  31. 31. Thanks Question & Answer Follow us @kim323 @socialsyntax @SIMintAll images in this presentation are from http://office.microsoft.com/en-us/ or are free and open source. April 2012 SIM Chapter Summit Page ‹#›
  32. 32. Presenters: Todd Nilson and Kim KaragosianApril 2012 SIM Chapter Summit Page ‹#›

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