highroad u webinar: overview: using social media to grow membership
TRANSCRIPT
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
• YouTube
• LinkedIn• Groups• Page
• Association Blog
• SlideShare
• 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