How to Leverage Social Media For Successful Marketing and Membership Recruitment

HOW T

O LEVERAGE S

OCIAL M

EDIA

FOR S

UCCESSFUL M

ARKETING A

ND

MEMBERSHIP R

ECRUITMENT

www.socialfish.org

AGENDAPART 1

• Statistics - association social media

• Challenges for marketers

• How Social CRM can help

• Some examples

PART 2

• Common Questions

• Open Q&A

WHO AM I?

WHO AM I?

WHO’S HERE?

I consider my organization to be…• New to social media• Comfortable, but still

experimenting• Using social media strategically• A fully integrated social business

CURRENT STATISTICS (MAY 2014)

Source: The Realtime Report

ASSOCIATION TRENDS

Social Media Report 2013

METHODOLOGY

Facebook, Twitter, YouTube, Pinterest, LinkedIn

Identified primary account for each organization (chose account with largest audience if there was more than one)

Compiled publicly available information

Representative sample of 345 associations out of database of 17,000

Associations’ adoption of social media

Ref: Association Trends’ Association Social Media Report 2013

A LESSON FROM OLIVIER BLANCHARD:

FREQUENCY

REACH

YIELD

FRY

A BASIC TRUTH

As organizations, we’re not very good at measuring business results for social media activity.

CHALLENGES FOR MARKETERS

The State of Social Media Marketing 2014 by Awareness concludes:

There is misalignment between Business Objectives, Measurement Methodologies and Social Marketing Investment.

CHALLENGES FOR MARKETERS

The State of Social Media Marketing 2014 by Awareness concludes:

There is misalignment between Business Objectives, Measurement Methodologies and Social Marketing Investment.

…The 2012 State of Social Media Marketing said the same thing.

WHAT’S YOUR BIGGEST CHALLENGE?

• Not able to measure ROI• Not enough integration of social

media throughout the organization

• Having no allocated budget for social media marketing

• Not knowing what our social media goals should be

• Not using social media yet

http://www.awarenesshub.com/state-of-social-media-marketing-2014-infographic/

In 2014…

Social Marketers are starting to measure what matters

CAN SOCIAL CRM HELP?

WHITE PAPERS

04/12

/2023

www.socialfish.org/whitepaper

“A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s [programmatic] response to the customer’s ownership of the conversation.”

- Paul Greenberg

Social Customer Relationship Management (SCRM)

WHAT IS SOCIAL CRM?

Philosophy & business strategy

Technology platform

Stakeholder

Engagement

Member Value

Processes &

workflow

Trust & Transparen

cy

WHAT IS SOCIAL CRM (FOR ASSOCIATIONS)?

Social CRM is the discipline of applying social media data to membership management.

Social CRM is the way to get to the return on investment

(ROI) of our social media activities.

SO HOW DO WE START?

STEP 1: START CHANGING THE CONVERSATION

Away from social media (Facebook, LinkedIn, Twitter)

To Social CRM (social data applied to membership management)

STEP 2 – IDENTIFY MARKETING GOALS

Recruit Member

s

Retain Member

s

Serve Member

s

Outreach

SOCIAL CRM TACTICS

SALES/PROMOTION EXAMPLE

SALES/PROMOTION EXAMPLE

RETENTION EXAMPLE

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023

O R I G I N A L LY P O S T E D I N T H E S O C I A L F I S H T H I N K TA N K . H T T P : / / T H I N KTA N K . S O C I A L F I S H . O R G

LEAD GENERATION EXAMPLE

04/12

/2023

INFLUENCE SCORING EXAMPLE

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O R I G I N A L LY P O S T E D I N T H E S O C I A L F I S H T H I N K TA N K . H T T P : / / T H I N KTA N K . S O C I A L F I S H . O R G

RETENTION EXAMPLE

ENGAGEMENT EXAMPLE

ENGAGEMENT EXAMPLE

ENGAGEMENT EXAMPLE

ENGAGEMENT EXAMPLE

OUTREACH EXAMPLE

WHAT DO THESE ALL HAVE IN COMMON?

It’s not about the tools…

…it’s about aligning your social media activity with your membership management goals and your MARKETING goals.

COMMON QUESTIONS – BASIC

• How do we measure success?• How do we choose between

Twitter/Facebook/LinkedIn?• How do we reach our target audience on

social media? • How much time does one realistically have to

be prepared to invest (per day or per week)?• What are good tools to manage multiple

departments on multiple social media networks?

COMMON QUESTIONS - INTERMEDIATE

• What are some strategies for turning 'followers' into members?

• What are the most effective social media marketing campaigns/tactics for conferences?

• When should we implement a private community?

• When is it NOT worth implementing social media?

RESOURCES FOR YOU

• Olivier Blanchard – Social Media ROI

• Brian Carter – The Like Economy

• Christopher Barger – The Social Media Strategist

• Ann Handley – Content Rules

• SocialFish white papers – Social CRM for Associations & the ROI of Social CRM: 12 Forward-Looking Use Cases [handouts]

• SocialFish Be A Social CRM Hero series – How to Apply Social to Marketing and Membership Recruitment [handout]

THANK YOUMaddie Grant, CAE

Twitter: @maddiegrant

maddie@socialfish.org

www.socialfish.org