Building Member Loyalty Through Modern Marketing and Social Media
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This document discusses how organizations can build member loyalty through social media and modern marketing techniques. It begins by explaining what social media is and why it is important for organizations. It then provides tips on how to build an online community through social media, including leveraging multiple channels, continuing personal engagement digitally and in-person, and choosing social media platforms based on members' preferences. The document emphasizes quality over quantity, listening to members, and developing an action plan to nurture the online community.
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Building Member Loyalty Through Modern Marketing and Social Media
- 1. Building Member Loyalty Modern Marke4ng and the Social Web By Michelle Golden @michellegolden #intchg12
- 2. Today. • WHAT & WHY • What’s SM, exactly? • Why does it maIer? • HOW • Building community • What works, what doesn’t
- 3. yth #1 M Social media = evil fad
- 4. Happy Birthday! 9 6 11 13 8
- 5. 5
- 6. 6 Image: thomaschung (flickr)
- 7. yt h# 2 M Social media are for young people (members don’t care)
- 8. US: Boomers’ Web use 2000 2010 Using Net 40% 74% Daily traffic 24% 32% by Boomers Online daily 24% 69% Mult x per < 5% 36% day 8 Source: PEW Internet & American Life Project, Mar, 2010
- 9. US: Monthly internet use Age Avg Hours 35-49 92 55-64 85 65+ 73 25-34 64 12-17 26 18-24 25 Source: eilsen Source: NPEW Internet & American Life Project, Mar, 2010 9
- 10. As of 3 years ago. Today?
- 12. Fully integrated
- 13. y th # 3 M We need a social-‐media plan.
- 14. Do fewer things beIer Leverage Mul4ple Channels • Print • Web • Email • Paid media • Earned media • Events • Organiza4onal ac4vi4es
- 15. Con4nue personal in digital • LinkedIn • Groups, events • No4fica4ons, updates • TwiIer • Special lists • Updates & resources • Facebook • Events, updates, resources • Content sites (YouTube, Slideshare, blogs) • Pre-‐ and post-‐event • Thought leadership 15
- 16. From digital to personal • LinkedIn • Introduc4ons & recommenda4ons (don’t use automated) • Congrats & follow-‐up • TwiIer • Tweetups & tweetchats • Facebook • Events & “likes” • All • Correspond! • Video (skype, face4me) 16
- 17. Level of involvement LEADS Engaged “proac:ve, outreach” Par:cipatory “present, resource” Passive “come to me” INVOLVEMENT goldenprac4ces.com 17
- 18. Pick Your Purpose 1. Associa4on development • Build/strengthen prospect rela4onships • Credibility • Proof of strength as a resource 2. Member resources • Community development • Interact, share 3. Customer service/member • Monitor • Make problems right • Create proac4ve fan base 4. Just to learn 18
- 20. LinkedIn’s all biz • Reconnect (transient) • Who knows whom? (minus context) • Load up & look up (mini-‐CRM) • Reasons to reach out (no4fica4ons) • Moderate interac4on (easy) • Demo exper4se (answers & groups) • Front of mind (unobtrusive) • Research (mee4ng prep) goldenprac4ces.com 20
- 21. All aTwiIer for news & ideas goldenprac4ces.com 21
- 22. Facebook extra value • Being “real”
- 23. SUBMIT BLOG POST Blog Aggregators Services convert to Any webpage (Yahoo, Newsgator, e-mail (Feedblitz or as dynamic content Google Reader, others) Feedburner) (yours or others) 23
- 24. Who’s Cut Out for Blogging? hIp://www.slideshare.net/goldenm/anatomy-‐blog hIp://www.slideshare.net/goldenm/new-‐blog-‐process-‐chart goldenprac4ces.com 24
- 25. Which tool for what? hIp://www.slideshare.net/goldenm/comparing-‐social-‐media-‐tools 25
- 26. File Sharing Sites -‐ Slideshare Subscrip4ons: goldenm 26
- 27. File Sharing Sites: YouTube Subscrip4ons: cpatrendlines 27
- 28. Build YOUR house BLOGS
- 29. Social media channels BLOGS
- 30. Channels: online & off BLOGS
- 31. Decision Where will members hang out?
- 32. Implemen4ng
- 33. No spit shine • Quality products or • Bringing people offerings together • Quality service • Enriching • Quality experience [professional] lives
- 34. Who cares
- 36. Get found • LinkedIn profile (solid) • Google profile (claim) • Interact • Blog comments? • TwiIer? • Facebook? • Google+ ? © 2010 Golden Prac4ces Inc
- 37. Friends & followers • Peers, colleagues • Industry experts, associa4on reps • Local and na4onal media • Thought leaders • Members • Strangers who ask
- 38. Winning new friends • Be friendly and helpful • No auto DMs, no spammy posts • Make lists that people want to be on • RT • Thank • Promote others’ stuff goldenprac4ces.com 38
- 39. Tune out the noise • Lists • Third party apps (feed readers) • Time limits • Turn off no4fica4ons (use separate email) Image: misskelly (flickr)
- 40. Google Reader to monitor
- 41. iGoogle to watch
- 42. No
- 43. Yes
- 44. Ac4on plan 1. Know your audienceS (clarity) 2. Polish up offerings for each 3. Understand the channels 4. Humanize & be findable 5. Listen 6. Find your peeps 7. Engage 8. Share & build content 9. Tie pieces together 10. Nurture community
- 45. More Info: slideshare.net/goldenm michelle@goldenprac4ces.com goldenprac4cesinc.com goldenprac4ces.com (blog) @michellegolden (twiIer)