How Social Media Can Help Your Organization presented by Off Madison Ave to the Arizona Society of Association Executives in November 2013

1. How Social Media
Can Help Your
Organization
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2. If everyone started a Pinterest page
would you?
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3. There is no social media magic bullet.
Social media should be part of your overall
communications efforts for greater brand awareness,
stakeholder engagement and member recruitment.
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4. Competition is Fierce
•
30,000 Members
•
656,000 Members
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45,000 Facebook Fans
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70,000 Facebook Fans
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33,000 Twitter Followers
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199,000 Twitter Followers
•
83,000 Slideshare Posts
•
1,400 Slideshare Posts
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5. What We’ll Cover Today
1. Just the Facts: Social media by the numbers
2. Harnessing Social Media: How to make it work for you
3. Measuring Success: Resourcing and reporting
4. Questions
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6. 1
Just
The
Facts
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7. Social Media Is On The Rise...
Between 2005 and today adults in the U.S. who use social
media sites has grown from 8% to 72%
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8. Social Media is Here to Stay
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9. Facebook
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Facebook will account for 13% of worldwide mobile ad revenue in 2013
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Facebook users share 2.5B pieces of content on the site each day
•
70% of business-to-consumer marketers have acquired a customer
through Facebook
Source: Gigya, L2 and Nielsen
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10. Twitter
•
Twitter users send 400M tweets each day
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50% of technology companies have acquired a customer through
Twitter
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25% of consumers who complain about products on Facebook or
Twitter expect a response within 1 hour
•
69% of online business-to-consumer marketers use Twitter,
compared to 80% for business-to-business
Source: Nielsen, Hubspot, AMEX Open Forum, Brafton
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11. LinkedIn
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43% of US marketers have acquired a customer through LinkedIn
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61% of social media users primarily use LinkedIn for professional
networking
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60% of LinkedIn users have clicked on an ad on the site
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51% of online business-to-consumer marketers use LinkedIn,
compared to 83% for business-to-business
Source: A Sales Guy Consulting, Lab42, Brafton
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12. YouTube
•
•
•
700 YouTube video links are shared on Twitter every minute
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Among all social Twitter accounts, YouTube leads with way with 35
million +
500 years of YouTube videos are watched on Facebook every day
The equivalent of 100 hours of video is uploaded to YouTube each
minute
Source: Relevancy Group, Kleiner Perkins Caufield & Byers, & L2
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13. Pinterest
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90% of US online specialty retailers use Pinterest, up from 81% in 2012
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83.8% of luxury brands have a presence on Pinterest
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69% of brands have presences on Pinterest, up 10% from Q4 2012
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80% of Pinterest users are women
Source: Simply Measured L2
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14. Google+
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70% of brands have presences on Google+, up 4% from Q4 2012
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41% of online B2C marketers use Google+, compared to 39% for B2B
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Facebook's share of social logins dropped from 54% to 49% during
4Q12, while Google’s share increased from 25% to 31%
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15. Instagram
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Instagram users upload 40M photos to the site each day
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41% of brands post 1 or more photos per week to their Instagram
accounts, up from 34% in Q4 2012
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59% of brands have presences on Instagram, up 9% from Q4 2012
•
17% of teens say Instagram is the most important social network,
up from 12% in 2012
Source: Nielsen, Simply Measured
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16. What does this ALL mean?!
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Social media is becoming more prevalent in our lives, with more
platforms and more opportunities to reach your audiences
•
Even while many organizations become more active in social
media, you are not in control -- the consumer is driving the bus
•
You must provide the right content, in the right format, in the
right language at the right time
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17. 2
Harnessing
Social
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18. Social Media Impacts All Facets of Business
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19. Social Media Impacts All Facets of Business
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20. Is Social Media A Good Fit
For Your Organization?
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Not a question of IF, but which platforms work best
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Offers you a chance to stand out among the competition
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If you avoid social media, competitors will capture your audience
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Prospects, clients, members are checking to see if you are on social
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21. 5 Ways You Can Use Social Media
1. Social Listening
• Listen for conversations about your organization, competitors and other topics
2. Social Conversation
•
Find, monitor and engage with conversations online
3. Social Marketing
• Launch and run campaigns and promotions
4. Social Analytics
• Measure and analyze your efforts across various platforms
5. Social Influencer
• Identify and engage with influencers who are relevant to your industry
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23. How to Evaluate Social Media Platforms
Consider business objectives to determine the best platforms for your organization.
Is the objective:
•
To increase awareness or stickiness of brand or messaging?
Consider platforms with a volume of those within the target audience
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More feedback on services or products before they launch?
Consider a platform with easy two-way communication mechanisms
•
To reduce customer services operational costs?
Consider low-barrier platforms where feedback is probably already being shared
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To increase or change brand perception?
Consider platforms where the brand maintains most of the control of messaging
•
To allow users to get more information before making a purchase decision?
Consider platforms where feedback and reviews from others are readily available
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24. How to Leverage Social Media Platforms
Facebook: Great way to display visual content while supporting conversations around a brand or
organization (Content Type: photo, video, article, text, links, contests, voting, reviews, groups, custom
applications)
Twitter: Provides ability to connect with people and other brands openly in a “flat” environment (Content
Type: photo, article, text, links)
YouTube: Brands can showcase products, launch products, interview organizational leaders and
influencers (Content Type: video, comments, channels)
Google+: Posts receive higher visibility through Google Search (Content Type: photo, video, article, text)
Instagram: Creatively display photos that showcase products, customers and the faces of employees
(Content Type: photo, short video)
Pinterest: Reach large female demographic and showcase brand products or lifestyle surrounding the
brand (Content Type: photo)
LinkedIn: Best platform in U.S. for recruiting, networking, thought leadership positioning and job
postings (Content Type: article, text, discussion groups)
Slideshare: Solid platform to reach customers and display thought leadership through professionally
designed PowerPoint and Keynote presentations (Content Type: photo, article, text, lead generation)
Tumblr: Powerful blogging platform that allows for easy uploading, integration with other social networks
and multiple authors (Content Type: photo, article, text, video, animated gif)
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25. Social Media Best Practices
Identify Customer's Needs: Focus on content your members and customers will value
and find supportive to their pain points
Gain Audience Insights: Find an issue connected to your brand and create content so
meaningful your audience can't help but share it
Community First, Then Business: Become an active member in key communities to
build a bank of trust with audiences and potential members
Partner With Like-Minded Brands: Seek co-promotional partnerships to increase
content distribution opportunities and expand reach
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26. 25
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27. 26
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28. Social Media Best Practices Cont.
Know Which Platforms Fit Content Best: Optimize your posts based on platform best
practices, don’t compromise your messaging to “make it fit” - timing, image sizes, callto-actions, embedded options
Share Your Expertise: Create and publish your content in a sharable way to increase
credibility and added reach of current audiences sharing with their own spheres of
influence
Be Helpful: Consider how your organization can provide a moment of positivity,
productivity or form of value in consumers' lives that go beyond the scope of your
product or service
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29. 28
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30. 29
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31. 3
Measuring
Success
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32. Resourcing Your Social Media Efforts
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33. How To Scale Your Social Media Efforts
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Set Goals
•
•
•
Setting goals unique to your organization is vital to the right plan
Be Committed and Consistent
•
•
•
What are you trying to accomplish through social media initiatives?
Make curating content, posting and engaging a habit
Social media is all about building momentum and being consistent to build a loyal
following
Use Your Time Efficiently
• Having a repeatable process is going to lead to success by reducing distractions and
helping to optimize your tactics at scale
• Once you have committed to set time aside to engage and post content for your
followers, you can use applications and tools to support your efforts
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34. Tools for Automation & Reporting
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Social Listening / Social Media Monitoring: Meltwater Buzz, Social Mention, Viral
Heat, Sysomos, Shoutlet, Brandwatch
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Social Conversation / Social Engagement: Argyle Social, Spredfast, Sprinklr,
Hootsuite
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Social Marketing: Shortstack, Shoutlet, Agora Pulse, Engage Sciences
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Social Analytics: Sprout Social, Simply Measured, Social Bakers
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Social Influencer: Group High, Peek Analytics, Traackr
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35. Measuring Social Media Success
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36. 4
Ques6ons
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37. Thank You!
Presented by Carol Klimas & Kim Higdon
Off Madison Ave
Facebook.com/OffMadisonAve
Twitter.com/OffMadisonAve
OffMadisonAve.com
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