highroad u webinar: overview: using social media to grow membership

Welcome to HighRoad UHighRoad Solution is a qualified provider of CAE credits from

ASAE

Introductions

Maneesha Manges, Director of Inbound Marketing• Over 15 years of experience in digital marketing• Consulting experience in the association world

around digital strategy, field and social media marketing and change management

• Expertise in lead generation

Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges

Using Social Media to Grow Membership

Question #1

Do You Use Social Media to Promote Your Association

Programs?

YES!

Question #2:

Do You Use Social Media to Generate Leads and Grow Your Membership Base?

Today’s Topic

• Using Social Media to Grow Membership• Overview

• Definitions

• Why You Should Use Social Media

• Considerations

Social Media – Constant Growth

Social Media Definition

• “Social media are web-based tools that allow people or companies to create, share or exchange information such as career interests, ideas, images,or content in virtual communities and networks.” ~ wikipedia

• Two-Directional Distribution Channel• Many sources of information to many receivers

Why We Use Social MediaTypical characteristics:

• Web 2.0 internet based applications

• User-generated-content is typical desired output

• User-specific / User-centric profiles

• Connecting profiles to other similar profiles to facilitate creation of online networks

Different from Traditional Media Model:

• Reach• Frequency• Usability• Immediacy• Quality

Association Marketers Care About….

• Reach – How else can you get in front of people who don’t know your organization / brand / program?

• Frequency – Quality merits frequency

• Usability – iconography is pervasive

• Immediacy - Real-time is not only acceptable but preferred

• Quality – Cut through the noise – offer something that is of value CONVERSION

Generating Leads aka Grow Membership

How do you generate leads?

• Need a really good offer (call to action)

• Need a way to digitally connect all of your digital properties to work in tandem• Integrated marketing campaign (IMC)

Challenge: How do you get in front of people who don’t know you?

Use Social MediaUnpaid

• Twitter• Twitter Chats

• Facebook

• YouTube

• LinkedIn• Groups• Page

• Association Blog

• SlideShare

• Pinterest

• Private Online Community

Paid

• Twitter Cards

• Facebook Sponsored Content

• LinkedIn Text Ads

• LinkedIn Sponsored Content

• LinkedIn Sponsored InMail

• YouTube Sponsored Content

Why Unpaid Plus Paid Social Media?

• Get in front of prospects / leads who don’t know your organization

• Make impression on prospects through meaningful, relatable content

• Creating awareness of your brand / program to people who don’t exist in your database

Consider Reach

Still Need to Change Perspective

LinkedIn – Perfect Case Study for Your Association

LinkedIn• Sponsored Updates:

• Paid content that appears in a members news feed across all devices and in app

Reach net new customers who have no idea who you are and what you can offer them

Sponsored InMail

EDUCATE

SEO (Google, for example)

Your customer

acquisition funnel:

Impact of Sponsored Updates on LinkedIn?

Sponsored Updates

Two Types of Sponsored Content on LinkedInSponsored Updates

• Appears on the company or showcase page to your followers

• Can be amplified to your audiences in your paid program

Direct Sponsored Content:

• Does not appear on the company or showcase page

• Can be personalized based on your targeting

• Create multiple versions to A/B test

Effective Content on LinkedIn

1. Valuable

2. Relevant

3. Strong in Tone & Voice

Why We Like Social Media:

• Reach

• Frequency

• Usability

• Immediacy

• Quality

Recap – Use Social Media to Grow

• Consider your content and audience

• Consider timing and relevancy

• Don’t have to worry about mastering platform features

• Effort in planning your unpaid & paid social media marketing mix• Play with both – plan paid around campaigns for

additional uplift

• Generate leads

Upcoming Topics in May

Using Social Media to Grow Membership

• May 13 – Best Practices

• May 20 – Measure for Success