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Gaining members, attendance, and buzz through social engagementHow ATD Puget Sound chapter filled an annual conference and posted its way into Chapter of The Month for November 2018.
The problemCompany
The Association for Talent Development servs and empowers corporate training professionals in over 300 chapters worldwide.
Context
The Puget Sound region:
● Highly professional hub with several competing networking groups.
● Thought leaders in the L&D field with high communication potential.
Problem statement
There was a lack of engagement between ATDPS and its members/thought leaders in online communication.
Challenges deep-dive
Challenge 1
Expanding social
While ATDPS had social media accounts, the primary online engagement was through email, which people may not always read.
Challenge 2
Bolstering attendance
People need better awareness of our chapter offerings to overcome obstacles such as busy schedules and the notorious rush hour commute.
Challenge 3
Increasing memberships
The ultimate goal of any community is to intelligently grow itself in a way that improves the network.
Solution
1. Connect the many great offerings from ATDPS to the audience of members and guests who need to know about them.
2. Connect the audience of members and guests to prominent thought leaders in the fields of marketing. L&D, and research (and
vice-versa)
Implementation
May 14
Onboarding Social Media board volunteer
May-June
Volunteer organizes software stack, Bitly, etc)
June-July
Introduce area interest groups, engage periodically.
Aug-Oct
#WLC18 hype campaign
Oct-Dec
Sustain increased growth and pave the way for new volunteer.
WLC18 - Strategy
1. Use outside speakers and sponsors to drive up engagement.
2. Utilize facilitator info to generate buzz.3. Like and Retweet active online
members in our community.4. Have fun!
WLC18 - Outside Speakers
Guest speakers with strong social influence, like @djgeoffe, can help drive up impressions to levels never before seen by the chapter.
WLC18 - SponsorsNot only is calling out sponsors a “value add” for them, it can help you engage with employees across organizations, which in turn may help boost attendance numbers.
This post has twice the engagement per view rate (6%) compared to the @djgeoffe post.
WLC18 - Facilitators
Our facilitators make up the backbone of our chapter’s mission. It is crucial that we acknowledge member contributions during this campaign. Despite the low engagement, likes and retweets were pretty high.
WLC18-Twitter Insights
Sept 6 - Oct 5 2017 2018 % variation
Impressions 1,200 13,100 1092% increase
Engagement* 31 301 971% increase
Link Clicks 4 29 725% increase
*Engagement raw number derived from engagement percentages multiplied by total impressions.
WLC18 - LinkedInStrategic posting from LinkedIn led to a surge of unique visitors into the company LinkedIn page.
● Top down announcements on Page, keep few and formal, don’t “shoot from the hip”.
● Utilize the group chat for exchanging advice!
WLC18 - Instagram
When Clifton first logged into ATDPS instagram, there were about 12 followers. Currently, there are now 50.
● Followers are often members and stakeholders.
● Terrific community engagement tool.
● In person experiences do better than graphics/generic announcements.
Advice, going forward
● Utilize Hootsuite or CoSchedule to schedules posts in advance, especially during peak periods like #WLC18
Your Three Exs
● Use Twitter to experiment● Use Instagram to share experiences● Use LinkedIn to convey expertise
Questions or comments:
Or
Thanks!