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Social Media for Associations


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Social Media for Associations

  1. 1. presents influence by association: embracing social media as a communications tool
  2. 2. social Media: Defined What is social media anyway? tools trend How people use decentralized, people-based networks to get the things they need from each other. Bottom Line: social media isn’t just a list of destinations. it’s a new standard of expectations.
  3. 3. it’s part of how our expectations — and our very culture — are shifting. People are taking a new “tac”: the vast majority of people report the opinion they trust t trust most is one from “someone like me.” for the first time in our history, peers have bested the wisdom of experts. no matter how unusual or obscure the topic, we want — we a access expect — to be able to find information on it. and not just information, but details, perspectives, and context. it’s all about how we enter that decision-making situation. c confidence We are unwilling to go unarmed, to be at the mercy of the expert on the other side of the table.
  4. 4. HoW PeoPle aRe usinG social MeDia
  5. 5. How We use it the ways people use social media today fall into three key categories: CONTENT Works like: blogs Wikis Twitter YouTube RECOMMENDATIONS CONNECTIONS Works like: Digg Google Works like: facebook
  6. 6. How We use it 1 create content • Publish a blog or website • Upload video or pictures CONTENT • Create music or mashups Works like: blogs • Write articles or commentary Wikis Twitter YouTube RECOMMENDATIONS CONNECTIONS Works like: Digg Google Works like: facebook
  7. 7. How We use it 2 Make connections • Create online profiles • Interact with friends CONTENT • Seek out new connections Works like: blogs Wikis Twitter YouTube RECOMMENDATIONS CONNECTIONS Works like: Digg Google Works like: facebook
  8. 8. How We use it 3 Make Recommendations • Post a rating or review • Make a comment CONTENT • Tag or rank content Works like: blogs • Contribute to articles or wikis Wikis Twitter • Vote YouTube RECOMMENDATIONS CONNECTIONS Works like: Digg Google Works like: facebook
  9. 9. How We use it 18% of people create content 48% 25% review 25% join + are “spectators” who read and use the ideas, reviews, and content and comment and participate they find in social 12% tag networking and collect
  10. 10. How We use it Social media has reached critical mass • 182 million Americans used the social web in 2008 • the most popular youtube videos have a wider audience than the most-watched Super Bowls It has an impact • 60–80% of americans look for health information online, rivaling physicians as the leading source for health answers • 91% of decision makers for business technology purchases refer to blogs and other user-generated content It’s not just for kids • 75% of college students use the social web, but so do 60% of the wired wealthy • facebook’s fastest-growing population is 50+, followed closely by the 41–45 age group • the average twitter user is 31
  11. 11. HoW bRanDs & nonPRofits use social MeDia
  12. 12. ople l ike you pe HoW bRanDs & nonPRofits use social MeDia
  13. 13. Why do organizations invest in social media? for many of the same reasons they invest in more traditional marketing and advertising: create encourage build inspire awareness consideration Preference loyalty • Greater market share • Less price sensitivity • Stronger reputation
  14. 14. How do nonprofits use social media? Most nonprofits are experimenting with tactics and tools. • 74% of nonprofits maintain facebook presence and average 5,454 members. • 4 out of 5 nonprofit organizations commit a quarter of a full-time staffer’s time to social networking. and, half intend to increase the number of staff assigned to those projects over the next 12 months. • a third of nonprofits have built one or more “house” networks — and 83% of those organizations host communities of 10,000 members or fewer.
  15. 15. How should people like you use social media? this one might take a few pages. cnet recently reported that 75% of fortune 1000 companies will launch a social media campaign this year. of course, they also noted that 50% of those campaigns will fail. the strategies that succeed follow one of four proven models.
  16. 16. 1 Build a Community let your supporters connect with each other. Pros: • Very authentic way to use the social web • inexpensive to operate and can reduce costs Cons: • takes a lot of work to seed and build • the crowd can turn on you if you’re unresponsive Make sure you: • set expectations: What does success look like?
  17. 17. 1 Build a Community: Best Buy’s Blue Shirt Nation • connects tens of thousands of employees • in a forum to talk to and support one another • Where they can solve problems, share ideas, archive solutions, build a whole new kind of interconnected culture • and just be people — who make jokes, have complaints, dig new things Who else is doing it: • TiVo customers solve each other’s technical problems • Victoria Secret PINK fans on Facebook vote and chat together • March of Dimes connects families through its share your story community • Many local associations use linkedin groups to power ad hoc problem-solving networks
  18. 18. 1 Build a Community: AARP aaRP’s online community gives members access to deep content on issues they care about most and enables them to form their own groups and micro-communities. • Makes it easy to get started • Powers multiple ways to find what people like you are thinking and talking about • Groups run the gamut from caregivers to kittens • in first year, 350,000 members registered (who use 1,700 groups)
  19. 19. 2 Energize Passionate People it’s about inspiring individuals to carry your message into the places they talk, connect, and create. Pros: • builds relationships with influencers • Gets real people talking one to one Cons: • scale is limited to personal networks • More difficult to listen to the conversation about your brand because it is widely dispersed Make sure you: • encourage fans to be transparent about any direct contact they have with you, samples they receive, and so on
  20. 20. 2 Energize Passionate People it takes a new way of thinking. What’s wrong with this picture?
  21. 21. 2 Energize Passionate People it wasn’t built to be easy to pass on. • bold • succinct • action oriented
  22. 22. 2 Energize Passionate People: Zappos Customer Service • built its social media strategy on a core tenet of the brand: We’re a customer service organization that happens to sell shoes • Hundreds of associates and executives use social media to connect one on one with customers • they answer questions, give advice, solve problems, build relationships • creates brand ambassadors who cannot stop telling “i ♥ Zappos” stories Who else is doing it: • ford fiesta is offering a six-month test drive • Dell won big with free laptops • ibM supports its bloggers and alumni • aurora Health and others are “tweeting” cutting-edge surgeries
  23. 23. 2 Energize Passionate People: Capital University • Rallied a passionate community around a new, inspirational story • asked students to share their aspirations and feedback in various mediums • aggregated the collective experience • inspired a larger strategy that enabled potential students to connect with admissions counselors on the social web
  24. 24. 2 Energize Passionate People: Red Cross the Red cross starts with providing the content people want to attract active, engaged audiences in social media. • thousands of socially active constituents join their facebook and twitter networks and subscribe to their blog and content feeds • When an important issue arises or an event needs to be publicized, they leverage these networks to quickly get a message out and have people pass it on • across its social networks, the Red cross has an audience of over 100,000 people
  25. 25. 2 Energize Passionate People: Huntington Bank • Huntington’s “scout cards” are a very cost effective and decidedly low-tech way to engage with potential associates Are you • Drives people to a recruiting website HUNTINGTON? • empowers ambassadors to recruit on their behalf • creates a sense of exclusivity If you’ve received this card, it’s because we saw something in you that reminded us of—well, us. Maybe you showed us you’re passionate about something. Maybe you shared something you know. Or maybe you simply greeted us with a smile that said you could be Huntington. Are you Huntington? Visit to learn about career opportunites with Huntington. ® ® and Huntington are federally registered service marks of Huntington Bancshares Incorporated. ©2007 Huntingon Bancshares Incorporated.
  26. 26. 3 Find a Good Idea imagine if you could get the very best development or marketing ideas you’d never thought of from people who actually use your product or service. Pros: • connects you to the best ideas inside your own organization and in your larger community • often very cost effective, leveraging resources you already have Cons: • can generate overwhelming content • can take your brand in inauthentic directions Make sure you: • Have a very savvy filter for the input
  27. 27. 3 Find a Good Idea: Exxon • leveraged an idea-crowdsourcing engine called innocentive that connects problems to solvers • took on a sticky problem: how to separate frozen oil from water • connected with an unlikely “expert”: an illinois chemist from the concrete industry • Got an almost immediate solution to a 20-year-old problem Who else is doing it: • bell canada’s employees share ideas and vote the best ones to the top for executive review • Mini, Memorial Sloan Kettering, and Del Monte listen to what their customers are saying online to target their marketing • Procter & Gamble gets fresh ideas from pet owners who log in to share insights
  28. 28. 3 Find a Good Idea: SXSW over the years, many of the most compelling panels and presentations for the sXsW interactive festival have come directly from the online community. the festival’s social strategy harnesses the power of those crowdsourced ideas both to bring the best content to the conference and to build reputation and attendance. • sXsW built an application that accepts and categorizes panel ideas from the industry • in 2009, 100 of the 150 sessions were created and selected by the community • tens of thousands of attendees and supporters vote • Hundreds of thousands read about the panels on blogs and in other social media
  29. 29. 3 Find a Good Idea it takes a new way of thinking. What could go wrong with this video?
  30. 30. 3 Find a Good Idea talking to your audience makes all the difference. • Resonance • authenticity • accuracy
  31. 31. 4 Meet a Need to Make a Connection the toughest way to use social media is also one of the best: give people something they need. Pros: • creates significant conversation • builds brand perceptions and attachments Cons: • Hard to do • tends to be a long-term commitment Make sure you: • test the concept with users of social media before you go live
  32. 32. 4 Meet a Need to Make a Connection: FedEx • needed a relevant way to participate in social media • scanned the various tools and networks people use, looking for a gap • found a limitation on facebook: Members can send email-like messages, but can’t add attachments • built a branded app that filled the gap — winning 100,000 installs in the first 48 hours, becoming the #1 most active page, and gaining lots of repeat users Who else is doing it: • american express is offering tools for small business • brooklyn Museum gave new photographers an exhibit curated by a social community
  33. 33. 4 Meet a Need to Make a Connection: Goodwill Goodwill of Greater Washington, Dc, uses a personal voice and a very unexpected strategy to meet the needs of price-conscious fashionistas in the region. • Goodwill transformed its live fashion show into a virtual fashion show • it supports the event year round with a blog featuring quality clothes on the cheap • the social media strategy is supported by an online store • nearly 4,000 people visit the blog every week • one out of every 14 readers buys something at the online store
  34. 34. DefininG youR stRateGy
  35. 35. How Should You Use Social Media? back to the big question. there’s really just one essential thing to Value to Value to keep in mind: It should provide value your your to the audience and to the brand. organization audience looking at it another way, the circles could read: • true to the core of your brand eFFeCTIVe SoCIaL MeDIa STraTeGy • new or unexpected
  36. 36. Start with an Honest Appraisal Very Willing to Embrace Risk-Averse New Opportunities More conservative and More powerful and less powerful tactics less conservative tactics • listening tools • targeted applications • social networks • private communities • moderated contests • sponsored communities • blogs • licensed tools • idea generation
  37. 37. Set a Strategy start with who Get to know what your audience does on the you want to talk PeoPle social web to, not what technology Define what you want to oBJeCTIVeS accomplish you want to use. tools Decide which social technologies to use Your Social Media Strategy
  38. 38. Above All Else: Be Authentic technology changes our expectations for behavior, our standards for etiquette. social media is no exception. a few live-by rules: 1. Listen, then talk. Know your community. Be relevant. Hear other opinions. 2. Set expectations and deliver on them. try to be consistent. focus on a topic. let people know when things change. 3. Be real. be honest about your identity. speak with your true voice. share your personality. 4. Be personal, don’t broadcast. Don’t be one-sided. Don’t be overly promotional. Don’t repeat, repeat, repeat. 5. Be responsive. engage in conversation. Reply quickly. answer questions. 6. Edit. Don’t overwhelm with frequency. be brief. be compelling. 7. Be a good host. Make people feel comfortable. thank your community. translate new terms and insider references.
  39. 39. PuttinG it to use
  40. 40. 1 Facebook — Why Facebook? Relevancy and interaction Dayton ♥’S FaCeBooK • Have content when and where people are searching 59,468,200 users • Get access to a more focused audience • listen and react to what people are 105,200 Dayton users talking about • share frequent updates with supporters 26,240 Women 18–30 years and advocates
  41. 41. 1 Facebook — Key Elements PROFILE about you or your organization
  42. 42. 1 Facebook — Key Elements CONNECTIONS your friends or fans
  43. 43. 1 Facebook — Key Elements WALL POSTS bulletin board-style posts
  44. 44. 1 Facebook — Key Elements NEWS FEEDS the dashboard
  45. 45. 1 Facebook — How to Use It Join seed update interact • Personal • let people • set status • Plan events profile know you’re • Write notes • create causes • fan page on facebook • Post pictures, • Write on walls • Groups • ask them to links, and video pass it on
  46. 46. 1 Facebook — Page or Group? PAGES GROUPS best for: community and brand connections small-scale interactions status updates populate fan Discussion boards enable unique interactivity: news feeds conversation threads Privacy: open to all can set: open, approve, or invite-only Direct Messages/Walls: updates tab (unlimited) inbox (limit 5,000) Design flexibility: little, but supports applications little connected to individuals: no yes indexed by search engines: yes no
  47. 47. 2 Twitter — Why Twitter? Relevancy and interaction • follow the conversations that interest you the average age of today’s twitter • Participate in the conversation to make real connections user is • build credibility by sharing relevant information 31
  48. 48. 2 Twitter — Key Elements @REPLIES comment aimed at one user but visible to the public. DM Message sent in private to another user.
  49. 49. 2 Twitter — Key Elements RETWEETING sharing someone else’s tweet. abbreviated “Rt.” ORIGINAL CONTENT sharing your own thoughts or links with your network.
  50. 50. 2 Twitter — How to Use It be Join talk follow strategic • create • talk about • talk to the • time your a name what’s people you posts for meaningful follow when your • fill in bio to you target • follow people audience is • upload • share links your friends your pic most active follow
  51. 51. 2 Twitter — Tracking vs. Hash Tags TRACKING HASH TAGS Retrieving: involuntary Voluntary content: Results are broader and less contextual Results are specific with greater context best for: customer care, marketing networking, research archiving: More recent anytime
  52. 52. 3 Blogs — Why Start a Blog? Relevancy and interaction • Position yourself as an expert • Develop a niche following 24% • boost search engine of all adults optimization online read blogs regularly
  53. 53. 3 Blogs — Key Elements POSTS & COMMENTS contributions to your blog and other blogger’s posts.
  54. 54. 3 Blogs — Key Elements WIDGETS act like mini websites embedded into your blog, allowing users to interact with them.
  55. 55. 3 Blogs — Key Elements REPORTING Data that tracks how, when, and how often visitors are interacting with your blog.
  56. 56. 3 Blogs — Key Elements RSS (Really simple syndication) aggregates all your interests onto one page.
  57. 57. 3 Blogs — How to Use Them sign up Post comment track • choose your • Post content • track comments • Watch incoming platform regularly to your blog and and referring respond to traffic • sign up • use keywords in questions posts • Make posts • leave comments during time of • opt for your blog on other blogs day and week posts to feed covering topics with most activity facebook and you are familiar other social tools with • track comments
  58. 58. 3 Blogs — Commenting Etiquette The form: fill out the form with a legitimate name, email, and uRl. (email addresses will remain private). Stay on topic: Make sure your comment adds value to the conversation. Read the rules: Respect the policies put in place by other bloggers. Edit the content: Make sure what you write is readable and not too long. cite your sources: link to your sources, but be careful about how often you link to your own site — this can been seen as spam. The reply: bloggers may reply to your comment within the comment thread. Do not expect a direct message.
  59. 59. Other Sites and Terms You Should Know WHAT IS IT? WHAT YOU SHOULD KNOW a way to classify, store, and share your favorite tag specific words in each article to make links and search links from others. future searches easier. tagging can be done by the owner of the tagging assigning a keyword to a piece of information content or by the community. because the information is community-edited, Wikis community-edited information be careful about using this as a resource. the information may not always be accurate. social networking site dedicated to helping an extension of linkedin — linkedin for Good — linkedin professionals connect lets you rally for a cause. susan boyle from Britain’s Got Talent attracted youtube a video sharing and rating tool well over 100 million views and more than 250,000 comments following her first performance.
  60. 60. Questions? leigh Householder