Social Media for Membership Organisations

Social Media for Membership Organisations

Membership Breakfast Club

Hello.

Why do membership organisations use social media?

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A few examples

● Awareness building

● CRM

● Recruitment/ retention

● Tracking sentiment/ trends

● Influencing

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There is a lot to choose from...

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Step 1 - Start with your audience/ members

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Ask yourself the following

● Where are our members?

● Where do they want to speak to us/ talk about us?

● What do they want from us?

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Don’t know the answers? Ask!

Step 2 - Look at yourself

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Ask yourself the following - be honest

● Do we have things to say?

● Do we have the right resource in place?

● Do we have the right skills?

● Do we have the tools we need?

● Do we know what we want to achieve?

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Step 3 - Channel selection

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Key questions to ask before joining a social network

● Will our members want to speak to us here/ will we be relevant here?

● Can we create a steady stream of high quality content that’s relevant to that

social network e.g. images/ video?

● Will our current resources/ skills be enough?

● How will we ensure that people find us here?

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Step 4 - Your tone of voice & content

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It’s what you say AND how you say it

● Decide how you want to speak to your audience

● Think how to structure your copy - how can it be interesting and open

● Focus on what is likely to provoke a response from your audience

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A picture says a thousand words (sometimes)

● Rich content is key

● What do you have? What can you create?

● Where can you source content from in your organisation?

● Do you really need that video…..

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MEMBERSHIP BREAKFAST CLUB

MEMBERSHIP BREAKFAST CLUB

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● Don’t play ‘social media by numbers’

● Find out what your audience like by varying

content

● Use analytics to keep an eye on what works

and what does not

Experiment!

Don’t be afraid to ‘fail’

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Step 5 - Getting your tools right

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There’s no need to break the bank

3rd Party Management Tools

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Native Tools 3rd Party insight Tools

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Step 6 - The art of conversation

Community Management

● Set up relevant keywords in your monitoring tool

● Have resource in place to get involved in conversation

● Think of every conversation as a chance to effect behaviour change

● Carefully consider how your social media links to your CRM

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Step 7 - Measurement and proving success

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Measurement

● Engagement metrics - benchmark over time

● Reach - where important (Facebook)

● Site traffic generated (quality as well as click throughs)

● Conversions and assisted conversions

● Qualitative - capture positive examples from your community management

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Step 8 - Paid

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To pay or not to pay...

● Be sure you know what you want to achieve and how you’re going to measure it

● Experiment with your content

● It can be a great opportunity to speak to new audiences

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Advanced skills

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Handle with care…

● Social Integration

● The Social Business

● Pro-active engagement

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In Summary

● Research your audience - know where they are and where they want to engage with you

● Choose your channels carefully

● Ensure you have the right skills and resource in place

● Ensure you are able to surface the right content

● Experiment

● Track and measure

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Sift Digital

0117 915 9610info@siftdigital.co.uk

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