Marketing in the Age of Social Media: ASAE 2012

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Via Joe Pulizzi and the Content Marketing Institute. www.contentmarketinginstitute.com 1 = something daily (news update on website, thought for the day, Tip of the Day, etc.) 7 = Something each week (Tip of the Week, weekly eletter, etc.) 30 = Something monthly (magazine, newsletter, webcast, etc.) 4 = Something quarterly (Webinar, etc.) 2 = Something twice a year (white paper, research report, etc.) 1 = Something annually (conference?

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Consider the desired outcome when developing a social media strategy and make sure it aligns and is supported by your marketing plan. They must both work towards the same goals.

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When the National Pasta Association launched its PastaFits campaign to promote pasta as a healthy food choice, it developed a unified brand to implement into its web site and all of its social media. This brand has consistent color schemes, logos and messaging in Facebook and Twitter.

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#4 Increase member engagement with your social media tools by providing hands on training and support at your annual meeting. Set up a “social media bar” during an annual meeting reception. Staffers at kiosks throughout the room provide training and help set up member smartphones with the association’s LinkedIn group, shortcut to association web page, twitter feed and access to Higher Logic collaboration platform. The event was preceded by a brief explanation at the end of the general session. (The American Pediatric Surgical Association via The Sherwood Group.)

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When putting together an integrated marketing plan for your meeting, layout the exact content/messaging that is approved for use and define exactly what content is going to be delivered where – this eliminates a lot of repetitive messaging hitting the same audiences over and over again. For TRI we highlighted different components of the meeting benefits/messages and identified ahead of time what was emailed, posted on LinkedIn and put on the web site.

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Social media marketing plan tool and spreadsheet along with content marketing strategies.

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Don’t create a client-named LinkedIn group for members only. Instead make the LinkedIn group accessible to members and non-members by creating a forum for industry discussion rather than just association business.

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Engaging your members: Don’t be afraid to ask your members to get involved with the launch of your organization’s Twitter Strategy—just make sure they have the tools to get the job done! Train your members on the goals, encourage them to get involved, help them be successful and recognize them for doing so! (Onsite/online training sessions, guidelines, guest posts and “Thank You” stickers) Social Media Activity Increases at AAHPM Annual Assembly Due to the large number of attendees tweeting at the 2012 Annual Assembly, attendees reached nearly 368,000 people which equates to 5.5 million impressions (contacts). More than 637 contributors posted 4,969 tweets during the 5 days in Denver (#hpm hashtag). The numbers represent an impressive 250% increase from last year’s statistics.

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NYWICI engages Twitter followers with periodically scheduled posts. NYWICI directly interacts with other twitter users by responding to their tweets, referencing them with an “@” or re-tweeting their tweets. NYWICI’s twitter program not only keeps its audiences informed about important happenings, but it also develops a personal relationship with them.

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#9 Use a force multiplier to increase your association members’ twitter engagement, non-member followers and promote your association’s advocacy agenda. Organize a one-day Twitterfest in collaboration with other groups allied around a particular issue. Encourage members to tweet a lot. Provide them ideas for tweets as well as messages to re-tweet. (The Society of Vertebrate Paleontology via The Sherwood Group.)

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Tracking ROI or the effectiveness of Social Media tools like Twitter – tools are www.twazzup.com, socialmention.com, and addictomatic.com.

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If you’re just starting out there are some great tips for writing content from Andy Crestidina of Orbit Media and the Content Marketing Institute. When opened up my Twitter account for TRI I simply started following people talking about tile roofing and responded to blogs and tweets – ensuring I was using my key words in all my tweets too!

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Core functions • Agenda • Speakers • FAQ • Hotel maps • Sponsor • Profiles and pictures of state CIOs 2012 we added all speaker pictures and bios and left out the speaker bios and pictures from the printed program (saving money and space). In 2012 we added a charity project for our conference. The mobile site allowed participants to easily make their donations via their phone during the conference. What we have launched is a mobile site, not an app. A mobile site

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can easily be bookmarked and used for a conference without the need for an actual app. This cuts down on the process of having it approved.

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Consider using a QR Code on the cover of your brochure to drive members and prospects to a personalized message from your Board President.

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When the Airline Passenger Experience Association developed a new mobile application, it was able to test its success by using Google Analytics. Google Analytics allows companies to review various statistics about web traffic such as total number of hits by location and referral source. A company can also review the average pages per visit and bounce rate as well as break down the visits by mobile and non-mobile users. When Apex made its site functional with mobile devices, it was able to track mobile visitors using Google Analytics. It discovered that, since implementing the mobile site, the mobile audience doubled and total visitors for the APEX web site increased by 20%.

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#14 Make it easy and practical: put a QR code on a free “screen cleaning rag” to introduce a new web feature or microsite. We call it the Q-Rag. Test its success by using Google Analytics. Sell sponsorship on the cleaning rag, or include it as part of your “Social Media Sponsorship Package.” (Association for University Technology Managers via Sherwood Group.)

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Use question, polling and survey functions to get opinions about current issues/topics. You can then take these responses/discussions and expand on them in a blog post.

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Use Facebook to engage your members for feedback. It’s quick, easy and let’s them member share in the outcome. Here AANN asked members to vote on photos for annual photo contest. The winning images would ultimately be included in marketing materials.

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Part of the NPA campaign is a Facebook page, which includes the option for pasta fans to ‘like’ Pasta Fits and communicate their passion for pasta as part of a healthy diet. To increase the amount of ‘likes,’ the PR team held a recipe contest with a big prize, hosted a twitter party, promoted the page to friends, asked NPA member companies to ‘like’ them and engaged a chef spokesperson who promoted Pasta Fits through her blog and social media postings, .

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#19 Don’t avoid launching open social media platforms like facebook and LinkedIn for your association for fear of what you can’t control. The value and appeal of open social network platforms like Facebook and LinkedIn is authenticity and community. If something negative or untrue is posted about your association, there is an opportunity for education. These sites are generally self-policing. If a user doesn’t correct, prompt a member. Only rarely should staff provide the correction. Remove posts only when they are illegal or violate terms of service or your association’s code of conduct. (Academy for Eating Disorders from the Sherwood Group.)

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•Common efforts – matching what we do nationally

•Working the local angle into your messages

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A slideshow on your website is a great way to showcase your member’s products. In this case, NFBA showcased all of their award winners. A creative way to highlightthe product to the public, while also adding value to your membership.

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New York Women in Communications (NYWICI) combines web branding, blogging, twitter, facebook and youtube into a cohesive marketing campaign. NYWICI’s blog, “Aloud,” regularly engages the community and develops NYWICI’s brand by publishing thought-provoking articles.

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#24 Adaptive and responsive web sites don’t frustrate or penalize users based on their technology. Adaptive sites automatically respond to the user’s device (phone, small tablet, large tablet, laptop, etc.) with a layout and feature set to maximize the experience, and you aren’t coding separate “mobile sites.” (The Sherwood Group.)

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Google Analytics’ new features include mobile and social tracking tools, advertising tracking enhancements, and so much more. If you’re in charge of a site you can’t work without it.

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From Andy Crestodina of Orbit Media. See Content Chemistry: the Periodic Table of Content. http://www.orbitmedia.com/blog/content-chemistry

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Combining live, physical events (e.g. town halls) with live streaming/tweeting/online chat. Social media can be a great compliment to a live event with the proper promotion. (i.e. USFRA Food Dialogues)

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AAHPM added value to an already valuable course. They created a new offering in conjunction with their regularly sold out Board Review Course—Premium Seating. For an additional $250, the attendee received preferred seating (in first few rows), a $25 discount on the course recordings, an invitation-only wine and cheese reception with the course faculty and a special gift from AAHPM ($10 Starbuck’s gift card, pen, box of mints and one of our books, The Primer of Palliative Care). They sold all 125 seats. A great way to add value for the attendee, and new revenue for the client.

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Window Covering Safety technicalities can get dry, so Kellen developed The SuperBaby Safety Campaign on behalf of the Window Covering Safety Council. It is a series of online videos in which your host, Super Baby, explains how children can be kept safe with window coverings. What’s great about video is that it grabs audiences’ attention with visuals and sounds in addition to words. Online videos are also interactive if posted on Vimeo or YouTube because any user can comment.

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#29 Use a live audience response system via any web-capable smartphone to engage meeting participants in an interactive session. Check out http://www.polleverywhere.com/audience-response-system for inexpensive or free service packages. Don’t forget to make sure there is internet access in the meeting room. (The American Pediatric Surgical Association via the Sherwood Group.)

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