trade association forum best practice exchange 2014
DESCRIPTION
Presentation of the results from our social media audit of 10 trade associations and 10 membership organisations.TRANSCRIPT
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