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A review of the social media landscape in 2012 and a case study of how social media worked in 2011 for NASBA.org
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PARTHENON
Nicole Provonchee, VP
SOCIAL MEDIA STATUS & NASBA CASE STUDY
www.parthenonpub.com | 615.627.2225 | [email protected]
Web Development
We help our clients grow through engaging communications
Magazines
Social Media
Parthenon Publishing
Mobile
Newsletters
Video
Smart Phone Apps
SEM/SEOEmail
Content Management
www.parthenonpub.com | 615.627.2225 | [email protected]
Social Media Today
TechnologyIsShifting
AppsNews
Socialize
Phone Smartphone
Social Media
CompaniesMustParticipate
68% CMOs
“challenged”
by social media
www.parthenonpub.com | 615.627.2225 | [email protected]
Our Process
Too few companies take the time to develop a planthat matches social media strategies to business objectives
Place engaging content.Interact consistently.
Define business objectives.Select platforms.
Listen to conversations.
Identify audiences.
Measure against metrics.Continue, improve or
eliminate.
Listen&
PlanDefine Implement Measure
www.parthenonpub.com | 615.627.2225 | [email protected]
Social Media Access
Multiple Screens
Anytime. Anywhere.
65%of Americans
will have smart phoneand/or tablet
by 2015
Sources: In-Stat, Pew Research, Velti
91%of Americans
have access to a computer
60%of Americans
planned to use their smart phone to interact during the
2012 Super Bowl
www.parthenonpub.com | 615.627.2225 | [email protected]
Daily active users
Prefer to connect w/brands on FB
Use mobile to access
Visitors like <10 brands
Active User on Facebook
Facebook Facts
Source:www.facebook.com80%
78%
483 Million
425 Million
845 Million
*Stats from December 2011
www.parthenonpub.com | 615.627.2225 | [email protected]
Brand followers are under 35
Visitors follow <10 brands
Unique visitors per month
Total accounts on Twitter
Active on mobile devices
Source:www.twitter.com
Twitter Facts
400 Million
200+ Million
79%
55%
26%
www.parthenonpub.com | 615.627.2225 | [email protected]
Use site for professional networking
Participate in group discussions
Check site daily
Belong to at least 1 group
Active User on LinkedIn
LinkedIn Facts
Source:www.linkedin.com52%
81%
61%
35%
135 Million
www.parthenonpub.com | 615.627.2225 | [email protected]
+1 Male Users
Top US brands have page
Active Users
Registered Users
Engineer, Web Developer/Programmer, Teacher, Writer
90 Million
Source:www.google.com
Google+ Facts
94%
26 Million
Top Professions
72%
www.parthenonpub.com | 615.627.2225 | [email protected]
Average Monthly Time
7 hours, 46 minutesFacebook
2 hours, 53 minutesAOL Media
2 hours, 12 minutesYahoo
1 hour, 48 minutesGoogle
1 hour, 44 minutesMSN, Windows Live,& Bing
1 hour, 41 minutesYouTube
Neilsen data Q3 2011
{The Rest
www.parthenonpub.com | 615.627.2225 | [email protected]
Social Comparison
+160% of Twitter users also use Facebook 3+ hours per week
Of LinkedIn users, 46% also have Twitter
& 79% have Facebook
LinkedIn is top choice for journalists
Most important socialnetworking tool:
59% LinkedIn
58% Twitter
55% YouTube
53% Facebook
Google+ and Facebook have highest mobile
reach & highest app usage
www.parthenonpub.com | 615.627.2225 | [email protected]
1. Evaluate which tools are best for your
audience(s)
2. Start slow and maintain before you
expand
3. Remember: Consistent relevant content
4. Benchmark. Stalk your competitors
5. Interaction is key. Do not just broadcast
6. Respond to positive AND negative posts
Social Comparison
Do’s
1. Think of social media as “free” marketing
2. Forget to use metrics. The data will literally
tell you what is and is not working
3. Post before you think
4. Let days pass before you respond
5. Blatantly market yourself or your services
6. Forget you need a personality!
Don’ts
www.parthenonpub.com | 615.627.2225 | [email protected]
• Extend & Strengthen NASBA brand• Grow Learning Market/Registry
Objectives
Challenges
The NASBA Story
• Different messages to audiences: CPAs, CPA Candidates, Boards
• Limited resources• Current Facebook site reaching
students
NASBA
www.parthenonpub.com | 615.627.2225 | [email protected]
Solutions
The NASBA Story
1. Benchmark best practices
2. Create social media plan, identify best platforms
3. Create NASBA Talks on FB and TW
4. Use paid ads to drive traffic
5. Map out & coordinate content
6. Broadcast then engage
7. Include blog on new site
8. Review metrics & revise
NASBA
www.parthenonpub.com | 615.627.2225 | [email protected]
Former NASBA Activities
Content focused on CPA Candidates
Participation skewed to Candidates
LinkedIn was limited, Targeted employees
Content posted was NASBA focused
www.parthenonpub.com | 615.627.2225 | [email protected]
NEW NASBA Activities
NASBA(for CPA Candidates)
NASBA Talks(for CPAs)
NASBA(for CPA Candidates)
NASBA Talks(for CPAs)
GROUPfor CPAs
GROUPfor Learning Providers
blogALL
audiences
adsTARGETLPs & CPAs
NEW! NEW!NEW!
NEW! NEW!
NEW!
www.parthenonpub.com | 615.627.2225 | [email protected]
NEW NASBA Activities
NASBA(for CPA Candidates)
NASBA Talks(for CPAs)
NASBA(for CPA Candidates)
NASBA Talks(for CPAs)
GROUPfor CPAs
GROUPfor Learning Providers
blogALL
audiences
adsTARGETLPs & CPAs
Create content for CPAs, place on their platforms
Consistently post relevant content
Drive audiences to website & blog
Use ads to build audiences & traffic
www.parthenonpub.com | 615.627.2225 | [email protected]
Engaging Audiences
ENGAGED AUDIENCE 4. . . .
. .
. . . .
. .
Blogs, white papers and case studies continue to
position NASBA as experts
SMEs offer insights into trends and news
3
TraditionalThought
Leadership
Social Media tools expand reach of information, encourage engagement
. . . .
. . 2LinkedIn & Google ads build new audiences and drive traffic to NASBA & Learning Market
Blogs
ads. . . .
. .
1
www.parthenonpub.com | 615.627.2225 | [email protected]
1. Content targets each audience
2. Some content can be shared
3. People are stingy with “Likes” - Impressions are the new metric
4. Photos and videos rank higher
5. More interaction on CPA student page
Expanding Facebook
www.parthenonpub.com | 615.627.2225 | [email protected]
Creating LinkedIn Groups
1. Strong tool to target CPAs and Learning Providers
2. Longer discussions posted in groups prior to launching blog
3. LP Group Goal: Drive traffic to Learning Market
4. Used LinkedIn ads to kickoff membership
www.parthenonpub.com | 615.627.2225 | [email protected]
Expanding Twitter
1. Content targets each audience
2. Works best for news, especially breaking news
3. Drives traffic to NASBA and other sites
4. Links & hashtags included throughout posts
www.parthenonpub.com | 615.627.2225 | [email protected]
Website & Blog
Driving Traffic to NASBA
1. Social media platforms push visitors to NASBA.org
2. Social media platforms promote features and blogs
3. Goal: Visitors dive deeper into website, explore NASBA offerings
4. Increased traffic improves search results
www.parthenonpub.com | 615.627.2225 | [email protected]
Results
Social mediaaccounts for
11%of all traffic to
NASBA.org
Pages/Visit Time on Site
The Impact of Social on NASBA.org
6.19 13:07
3.76 4:19
4.05 3:29
www.parthenonpub.com | 615.627.2225 | [email protected]
615.627.2225
parthenonpub.com
/ParthenonPub
Contact Us
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