social media for membership organisations
TRANSCRIPT
Social Media for Membership Organisations
Membership Breakfast Club
Hello.
Why do membership organisations use social media?
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A few examples
● Awareness building
● CRM
● Recruitment/ retention
● Tracking sentiment/ trends
● Influencing
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There is a lot to choose from...
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Step 1 - Start with your audience/ members
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Ask yourself the following
● Where are our members?
● Where do they want to speak to us/ talk about us?
● What do they want from us?
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Don’t know the answers? Ask!
Step 2 - Look at yourself
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Ask yourself the following - be honest
● Do we have things to say?
● Do we have the right resource in place?
● Do we have the right skills?
● Do we have the tools we need?
● Do we know what we want to achieve?
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Step 3 - Channel selection
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Key questions to ask before joining a social network
● Will our members want to speak to us here/ will we be relevant here?
● Can we create a steady stream of high quality content that’s relevant to that
social network e.g. images/ video?
● Will our current resources/ skills be enough?
● How will we ensure that people find us here?
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Step 4 - Your tone of voice & content
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It’s what you say AND how you say it
● Decide how you want to speak to your audience
● Think how to structure your copy - how can it be interesting and open
● Focus on what is likely to provoke a response from your audience
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A picture says a thousand words (sometimes)
● Rich content is key
● What do you have? What can you create?
● Where can you source content from in your organisation?
● Do you really need that video…..
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● Don’t play ‘social media by numbers’
● Find out what your audience like by varying
content
● Use analytics to keep an eye on what works
and what does not
Experiment!
Don’t be afraid to ‘fail’
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Step 5 - Getting your tools right
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There’s no need to break the bank
3rd Party Management Tools
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Native Tools 3rd Party insight Tools
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Step 6 - The art of conversation
Community Management
● Set up relevant keywords in your monitoring tool
● Have resource in place to get involved in conversation
● Think of every conversation as a chance to effect behaviour change
● Carefully consider how your social media links to your CRM
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Step 7 - Measurement and proving success
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Measurement
● Engagement metrics - benchmark over time
● Reach - where important (Facebook)
● Site traffic generated (quality as well as click throughs)
● Conversions and assisted conversions
● Qualitative - capture positive examples from your community management
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Step 8 - Paid
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To pay or not to pay...
● Be sure you know what you want to achieve and how you’re going to measure it
● Experiment with your content
● It can be a great opportunity to speak to new audiences
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Advanced skills
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Handle with care…
● Social Integration
● The Social Business
● Pro-active engagement
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In Summary
● Research your audience - know where they are and where they want to engage with you
● Choose your channels carefully
● Ensure you have the right skills and resource in place
● Ensure you are able to surface the right content
● Experiment
● Track and measure
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