Deeson Member Communications

Helping businesses and organisations to achieve their goals through digital solutions, publishing, branding and marketing

communications since 1959.

Emily TurnerContent and Marketing Strategist

Dominic DeesonChairman

The BIG DMC Social Media Audit

20 membership organisations

• Airport Operators Association • Association of Accounting

Technicians • Association of Anaesthetists of

Great Britain and Ireland • Association of British Insurers • Association of British Travel Agents • Association of Convenience Stores • Association of Optometrists • British Banking Association • British Beer and Pub Association • British Dental Association

• British Safety Council • British Soft Drinks Association • British Toy & Hobby Association • Chartered Institute of Marketing • Chartered Society of

Physiotherapy • Girlguiding UK • Institution of Engineering &

Technology • Law Society of England & Wales • Renewable UK • Royal College of Psychiatrists

Five platforms

• Facebook

• Twitter • LinkedIn

• YouTube

• Google+

The process

• Brand consistency

• Page set up

• Frequency

• Response rate

• Engagement levels

• Customisation

• Community management • Social etiquette

• Variety

• Rich content

30 points per platform across: • Content • Engagement • Branding

Anyone can do social media!

Can’t they?

Here are your challenges…

1. KPIs

2. Analytics

3. Skills

4. Resource

5. Content 6. Budget 7. Lack of control

And then there is this…

The death of organic reach

Free is over1. Facebook posts in news feeds down to 2% and to

reach zero by end of 2014

2. LinkedIn killed products & services pages, wants showcase pages and is focusing on curation

3. Twitter has launched geo-targeted ads in the UK

4. YouTube is making videos viral before they go viral

Why all the tinkering?

The venture capitalists want ROI

Drat…

Top score: 29 Lowest score: 0 Average score: 13 Above 2% engagement: 9

Winner: GIRLGUIDING UK

Runners up: • Association of Accounting Technicians

• British Safety Council

• 6% engagement • Aimed at all stakeholders

• Strong management

Keeping a heritage organisation relevant

• Advocacy • Emotion

• Beating curation

Showcasing members

Shareable graphics

Lack of images? Use graphics

Designing for social media

Top score: 27 Lowest score: 7 Average score: 19 Above average influence: 18

Winner: GIRLGUIDING UK

Runners up: • Association of Accounting Technicians

• Association of Optometrists

• Institution of Engineering and Technology

• 40% influence rate

• Outside of 9-5pm

• Visual content

• Member support feed

• Transparent and open

User generated content

• Simple

• Effective

• Rewarding interaction

Retweeting member activity Clear calls to action

Use backgrounds to signpost - even with Twitter’s changes

Scratch and tweet campaigns

• Event hashtags

• Live event tweeting

• Magazine signposting

• Reciprocal • Retweeting • Show you are listening

Strong video content

Top score: 26 Lowest score: 0 Average score: 11 Regular uploads: 5

Winners: • ASSOCIATION OF ACCOUNTING

TECHNICIANS • INSTITUTION OF ENGINEERING

& TECHNOLOGY

Runners up: • Chartered Institute of Marketing

• British Safety Council

• 600,000 views

• 516 subscribers

• Featured content • Page complete

• Avatar?

• Organisation

• Relevant content • Strong profession focus

• 450,000 views

• 1,790 subscribers

Great content mix: • Humour (+ animals) • Practicals

• Event highlights

• News

• Policy

• Resources

Showcasing member benefits

Top score: 28 Lowest score: 0 Average score: 16 Regular uploads: 4

Winners: ASSOCIATION OF ACCOUNTING TECHNICIANS

Runners up: • British Safety Council • The Law Society

• Royal College of Psychiatrists

• Institution of Engineering and Technology

• Girlguiding UK

• Nearly 6,000 followers

• Pinned posts

• Daily updates

• Custom visuals

• Good engagement

• Careers tab

• Promoting jobs

• Featured employees

Promoting: • Training bookings

• Awards entry

Top score: 17 Lowest score: 0 Average score: 3 Linked to YouTube: 3

Even Google isn’t sure…

What’s happening with Google+?

Winner: ASSOCIATION OF BRITISH TRAVEL AGENTS

• 27,000 views

• Strong branding

• Daily updates

tumbleweed

Where do we go from here?

• Social doesn’t take five mins

• It needs cultural change

• Become a social organisation

• Use tools

• Set goals and measure

• Then evaluate, adjust and repeat!

Don’t rely on luck

Get our tips and advice. A

Ask for our audit PDF.

Register today

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