trade association forum best practice exchange 2014

TAF BPX 6 November 2014

Emily Turner Content & Marketing Strategist

The BIG Social Media Audit

1. The methodology

Across five platforms

Auditing:

• Content

• Engagement

• Branding

2. The trade associations

Airport Operators Association

Association of British Insurers

Association of British Travel Agents

Association of Convenience Stores

British Banking Association

British Beer and Pub Association

British Safety Council

British Soft Drinks Association

British Toy & Hobby Association

Renewable UK

3. Understanding the challenges

!

• Skills

• Resource

• Content

!

• Budget

• KPIs

• Analytics

4. Paid-for strategy

!

• Facebook zero

• LinkedIn Content Marketing Score

• YouTube’s viral tinkering

• Twitter’s geo-ads

Facebook - the results

5. The scores!

• Top score: 29

• Lowest score: 0

• Average: 13

• Above average engagement: 9

6. What we saw!

• Service excellence

• Proving relevance

• Advocacy

• Shareable visuals

• Campaigns

• User generated content

• Emotion

• Showcasing members

• Use of trends

Twitter - the results

7. The scores

!

• Top score: 27

• Lowest score: 7

• Average: 19

• Above average influence: 18

8. What we saw!

• 24/7 response

• Member support feeds

• High influence

• Visual impact

• Good etiquette

• Rewarding interaction

• User generated content

• Clear calls to action

• Offline/online campaigns

• Live event tweeting

• Marketing signposting

YouTube - the results

9. The scores

!

• Top score: 26

• Lowest score: 0

• Average: 11

• Regular uploads: 5

10. What we saw!

• Complete profiles

• Chanel welcome

• Featured video

• High views per video

• Curated playlists

• Good SEO copy

• Strong branding

• Regular uploads

• Professional content

• Mix of content

LinkedIn - the results

11. The scores

!

• Top score: 28

• Lowest score: 0

• Average: 16

• Regular uploads: 4

12. What we saw

!

• Complete profiles

• High follower numbers

• Daily updates

• Custom visuals

• Engagement

• Pinned posts

• Successful groups

• Membership signposting

Trade associations - overview

13. What’s happening?!

• Trade associations in the lower half

• Content is an issue

• Engagement is one-way

• Clash with members’ profiles

Get the audit report @DeesonAgency

emilyt@deeson.co.uk