U:\Mcuments\Amc Institute\Winter 2010\Sm Workshop\Social Media Workshop Preso

Social Media WorkshopFebruary 10, 2010

Faculty: Steve Drake, DrakeCo

Jim Andrews, Q&A Business SolutionsJamie Notter, Management Solutions Plus

Brian Reuwee, DrakeCo

1) Basics

What to use? Why? Tips. Policies.

2)Strategy

Building, weaving it all together, overcoming clutter

3)AMC Issues

Introducing to clients; billing; use for AMC marketing

4)ROI / Measurement

Expectations from Workshop

Today’s Agenda• Welcome & Introductions• Review survey & Expectations• Preview – Social Media Basics• Listening & Relationship Strategies• Measurement & ROI• Question & Answers

– Break• Hands-on Tutorials (small groups)

Survey on Social Media Usage

AMC InstituteFall 2009

www.pewinternet.org 

Use of Social Media

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

Blogs Google FaceBook LinkedIn

AMC-Yes AMC-No Client-Yes Client-No

Use of Social Media

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

Twitter YouTube SlideShare Flickr

AMC-Yes AMC-No Client-Yes Client-No

Personal Use of Social Media

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

Daily Weekly Monthly Rarely Never

DemographicsScope of Clients

18%

44%

15%

23%

Int'l Nat'lReg/ State Local

Type of Clients

47%

34%

8%

11%

Trade Prof SocCharitable Other

Demographics# of AMC Staff

56%26%

12%6%

1 to 19 20 to 4950 to 99 100+

Position in AMC

66%

10%

5%

0%

19%

Owner/ CEO Sen MgrED ITOther

Your Expectations from Workshop

1) Basics

What to use? Why? Tips. Policies.

2) Strategy

Building, weaving it all together, overcoming clutter

3) AMC Issues

Introducing to clients; billing; use for AMC marketing

4) ROI / Measurement

Social Media Overview

What is Social Media

+

=

+

What is the buzz all about?• Becoming a recognized thought leader to a

wide audience.• Monitoring the electronic conversation about

Industries, Professions, Association Trends, Your association clients, Your AMC

• Reaching a larger audience with your messages.

Positioning Your AMC to Maximize Social Media

• Be current with the technology and social media tools

• Have Policies in place for usage• Risk Management• More Work = More Revenue

Introducing Social Media to Clients

• Social Media is part of the overall marketing plan

• Utilize a volunteer champion from within the association to “sell” the initiative to the Board.

• Focus on metrics and ROI.

Social Media Communities…The Value to Associations

• Not new…Yahoo Groups, Google Groups, Bulleting Boards, Listservs

• Strengthening the affinity with the association.– Members want to be and be associated with

thought leaders.

• Inherent risk.

Professional vs. Personal use of Social Media

• Be careful of who or what you connect to your personal account vs. a business account.– Fan pages vs. personal accounts

Social Media Platforms

• MySpace• Facebook• LinkedIn• Blogs• Twitter• YouTube

Twitter Tools• CoTweet (www.cotweet.com)• TweetChat (www.tweetchat.com)• HootSuite (www.hootsuite.com)• TweeetDeck (www.tweetdeck.com)• TweetLater (www.tweetlater.com)• TweetStats (www.tweetstats.com)• Twilert (www.twilert.com)• TwitterBeeps (www.twitterbeeps.com)• SocialMention (www.socialmention.com)

Other Low-Cost, Effective Tools/Websites

• Delicious (www.delicious.com)• Xmarks (www.xmarks.com)• NING (www.ning.com)• Ping (www.ping.fm)• Stumbleupon (www.socialmention.com)• Tweetadder (www.tweetadder.com)• Dropbox (www.dropbox.com)• SocialOomph (www.socialoommph.com)• Socialfish (www.socialfish.org)• NTEN (www.nten.org)

User-generated content

What’s Social Media Good For?

1. Listening

2. Building Relationships

3. Building Community

Listening

1. Brand Monitoring

2. Finding relevant topics

3. Finding relevant talkers

Listening: Keywords•Organization name

•Organization url

•Execs/personalities/key people

•Other similar or competing orgs

•Programs/products you sell

•Industry terms

•Special events you're running

•Causes you support

•Campaigns you're managing

4 Free Listening Tools

Google Alerts

Tweet Beep

BackType

Social Mention

http://www.google.com/alerts

http://www.tweetbeep.com

http://www.backtype.com

http://www.socialmention.com

Alerts to RSS

RSS in Plain English

www.commoncraft.com

Building Relationships

1. Be yourself

2. Tell your stories

3. Find your social objects

Basic Tools

Blogs

Twitter

Facebook/Linked In

YouTube

Social Media ROI• How do you measure

return on investment for social media?

• How to set objectives to determine ROI?

• What are other AMCs and AMC clients doing?

http://www.youtube.com/watch?v=ypmfs3z8esI

Measuring ROI

Net Gain (increased revenue &/or decreased costs) - Investment (time & resources)

Investment= ROI %

Measuring ROIPLAN FIRST• Set Goals• Determine Metrics• Strategy• Tactics

What others are doing to measure ROI

• Google Analytics• Google News Alerts• New Business Leads• Followers & Fans

ROI Resources

• www.delicious.com/BrianReuwee/ROI

Q&AWhat do you want to learn? Survey’s Top Question Area Topics were:

– Social Media Strategy– AMC “issues” with Social Media– Measurement / ROI

Hands-on Plans3:45 – 4:15 Blogging (Jamie) LinkedIn (Jim) Twitter (Steve) Facebook (Brian)

4:20 – 4:50 Facebook (Brian) Google News Alerts (Steve) LinkedIn (Jim) Twitter (Jamie)