Every day associations are jumping on the social media bandwagon before thinking about what is best for their organizations. Chances are your organization has signed up for Twitter, Facebook, LinkedIn and more, and now you're wondering what to do, how to manage these outposts, and how to fit them into your strategic initiatives. Gain a high-level view of how to effectively leverage your social media program, with a strong emphasis on strategy, approach, and business value. Go beyond the basics to the 30,000 foot view of what these technologies mean for your association. This was presented at ASAE's 2011 Technology Conference in Washington, DC on December 7-8, 2011.

1. Social Media Strategy:
Moving Beyond “How-To”
December 8, 2011 – 10:00am
Hub Tag: #Tech11 LC9
Trevor Mitchell @trevm22
Sara Wood @ saralwood
John Chen @ johnyschen

2. Objectives
• Moving beyond the basics
– Strategic planning & communication
– Roadblocks
– Measuring your social media
• Focus on
– Strategy
– Business value
– Approach

3. Roadblocks
The problems organizations
encounter when creating a plan for
online community development

4. What’s Next?

5. What are your road blocks?

6. Frequent Roadblocks
• Internal silos
• Purpose
• Messaging
• Tracking

7. Dreaded Silos
• Marketing
• Membership
• Publications
• Education
• IT
• Others

8. What Purpose Does It Fill?
• Increase membership numbers?
• Increase membership engagement
• Increase registrations
• Increase product orders?
• Increase awareness of the
association/industry?
• Combination?

9. Messaging
• No message works the same
– Twitter: Cocktail party
– Facebook: Class reunion
– LinkedIn: Business after hours

10. Tracking
• Ask the questions
– Who?
– What?
– When?
– Where?
– Why?
– How?

11. Breaking Through Roadblocks
• Establish a business plan for social media
• Tie it into your strategic plan
• Get those blocking the success together
• Feedback from other sources

12. Strategic Planning and
Community
Bridging the gap between technology
and strategy

13. How do you overcome
roadblocks?

14. The Great Disconnect
• Getting the technophiles and strategic staff
on the same page

15. Silos won’t destroy themselves
• Actively engage with
other groups
• Assume the others
won’t come to you
• Take ownership of the
problem

16. Building Blocks of Integration
• You can’t put the puzzle
together without all of
the pieces.

17. Do you know what you have?
• Have any of your departments gone
rogue?

18. Identify Your Goals
• What are your association’s objectives

19. Close the Gap
• Brainstorm with both the usual and, more
importantly, the unusual suspects

20. Examples – What We Found
• Our certification programs were not
represented well.
• There was a disconnect with our state
affiliates
• Staff members didn’t know the social
media options available.
• Students are crucial.

21. Organize and Act
• Connect outposts to goals
• Assign responsibility
• Set deadlines

22. Engaging Senior Management
• Actively engage your senior staff using your
plan and structured metrics
Due Date~ActionItem~Description ~Person Responsible ~
Status

23. Examples – Planning Outcomes
• So what exactly did we do?

24. Viral Student Campaign

25. Online Forum

26. Mobile

27. Review Schedule & Check-in

28. Facebook and Google Ad
Campaigns

29. New Video Projects

30. Improving Platforms
• Social media trends change. Change with
them
• Take an active role in understanding the
online landscape
• Adjust your plan accordingly – No static
documents.

31. Following Through
• Create metrics for accountability
• Build-in a review mechanism

32. Measuring Your Social Media
Aligning organizational goals and
social media metrics

33. State of Measurement
• No global set of standards
• Measure in the context of your
organizational goals
• There’s more than one way to measure

34. Why is it hard?
Publications Communications Marketing
Creative Components Finance
Advocacy Events Education
Membership Management Sales
Public Relations Human ResourcesTechnology

35. Everyone has different goals
Readership Click-Throughs Views
Enjoyment Activity Money
Change Events Learning
Join ROI Purchases
Exposure Applications Works

36. Purpose, Goals & Measurement
• What do you want your SM to do?
• What are your objectives?
• Which metrics and KPIs will determine your
success?

37. Five Levels of Measurement
• Internal Validation
• External Validation
• Exposure
• Engagement
• Return on Efforts

38. Internal Validation
• “Look what I did mom” stage
• Helps define potential reach, not actual
reach
• Number of blog posts, tweets, FB updates,
videos posted, discussions created, etc
• Hours/time/money spent on each channel

39. Internal Validation – Tools

40. External Validation
• “They like me, they really like me” stage
• It’s about gathering the “right” eyeballs
• Number of followers, fans, mentions, link-
backs to posts, subscribers
• How much are people “viewing” your efforts

41. External Validation – Tools

42. Exposure
• “They talk about me behind my back, or to
your face” stage
• This is about having people talk about you
to their friends, networks, & audiences
• Number of RTs, forwards, comments, likes,
time spent on site, etc
• How much is your audience marketing for
you?

43. Exposure – Tools

44. Engagement
• “I got asked out” stage
• Your audience does something based on
your efforts
• Number of newsletter sign-ups, app
downloads, purchases, conference
registrations, comments, etc
• Is your audience engaging and taking
action based on your outreach efforts?

45. Engagement - Tools

46. Return on Efforts
• “Is this worth it” stage
• This is about the value you place on your
efforts; sales, satisfaction, time saved, etc
• Circle back to purpose and objectives; are
they being met?
• Should not be about finances and money,
they are results of good efforts

47. Return on Efforts – Tools

48. Return on Efforts – Tools

49. What’s Next?
• Use data from SM to make better and more
informed organizational decisions
• Refine your social media efforts, metrics,
and goals
• Add missing metrics to fill in the story
• Connect online efforts with offline actions

50. Questions?
Slides available at:
www.slideshare.net/johnyschen

51. Contact Information
Trevor Mitchell John Chen
Director of Member Services Communications & Marketing Manager
ARMA International NALP – The Association for Legal
(913) 217-6004 Career Professionals
Trevor.Mitchell@armaintl.org (202) 835 - 1001
www.arma.org jchen@nalp.org
www.nalp.org
Sara Wood
Assistant Director, Marketing &
Communications
NCRA: The Professional Association for
Reporters and Captioners
(703) 556-6272
swood@ncrahq.org
www.ncra.org

52. Resources

53. Sample List of KPIs
• Alerts (register and response rates / by channel / CTR /) • Personalisation (pages, display, theme)
• Blog posts • Posts
• Blog subscribers • Profile Updates (e.g. update avatar, bio, links, email, etc)
• Bookmarks (onsite, offsite) • Print page
• Comments • Ratings
• Conversions • Registered users (new / total / active / dormant / churn)
• Customer Service Inquires • Report spam / abuse
• E-Book Downloads • ReTweets
• Email subscriptions • Reviews
• Fans (become a fan of something / someone) • Sales Revenue
• Favorites • Social media sharing / participation (activity on key social
• Feedback (via the site) media sites, e.g. Facebook, Twitter, Digg, etc)
• Followers • Tagging (user-generated metadata)
• Forward to a friend • Testimonials
• Groups (create / join / total number of groups / group activity) • Time spent on key pages
• Install widget (on a blog page, Facebook, etc) • Time spent on site (by source / by entry page)
• Inbound Links • Total contributors (and % active contributors)
• Invite / Refer (a friend) • Total visits
• Love / Like this (a simpler form of rating something) • Traffic from social networkingsites
• Mentions • Unique visitors
• Messaging (onsite) • Uploads (add an item, e.g. articles, links, images, videos)
• Mobile App downloads • Views (videos, ads, rich images)
• Page views • Widgets (number of new widgets users / embedded widgets)

54. 20 SM Monitoring Vendors
• Radian 6 • NM Incite
• Collective Intellect • Converseon
• Lithium • dna13
• Sysomos • Attentio
• Attensity360 • Visible Technologies
• Alterian SM2 • Cymfony
• Crimson Hexagon • Buzzcapture
• Spiral 16 • BuzzLogic
• Webtrends • Meltwater Buzz
• Spredfast • Brandwatch
http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/