5. Via Joe Pulizzi and the Content Marketing Institute.
www.contentmarketinginstitute.com
1 = something daily (news update on website, thought for the day, Tip of the Day, etc.)
7 = Something each week (Tip of the Week, weekly eletter, etc.)
30 = Something monthly (magazine, newsletter, webcast, etc.)
4 = Something quarterly (Webinar, etc.)
2 = Something twice a year (white paper, research report, etc.)
1 = Something annually (conference?
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6. Consider the desired outcome when developing a social media strategy and make sure
it aligns and is supported by your marketing plan. They must both work towards the
same goals.
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7. When the National Pasta Association launched its PastaFits campaign to promote pasta
as a healthy food choice, it developed a unified brand to implement into its web site
and all of its social media. This brand has consistent color schemes, logos and
messaging in Facebook and Twitter.
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8. #4 Increase member engagement with your social media tools by providing hands on
training and support at your annual meeting. Set up a “social media bar” during an
annual meeting reception. Staffers at kiosks throughout the room provide training and
help set up member smartphones with the association’s LinkedIn group, shortcut to
association web page, twitter feed and access to Higher Logic collaboration platform.
The event was preceded by a brief explanation at the end of the general session. (The
American Pediatric Surgical Association via The Sherwood Group.)
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9. When putting together an integrated marketing plan for your meeting, layout the exact
content/messaging that is approved for use and define exactly what content is going to
be delivered where – this eliminates a lot of repetitive messaging hitting the same
audiences over and over again. For TRI we highlighted different components of the
meeting benefits/messages and identified ahead of time what was emailed, posted on
LinkedIn and put on the web site.
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10. Social media marketing plan tool and spreadsheet along with content marketing
strategies.
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12. Don’t create a client-named LinkedIn group for members only. Instead make the
LinkedIn group accessible to members and non-members by creating a forum for
industry discussion rather than just association business.
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13. Engaging your members: Don’t be afraid to ask your members to get involved with the
launch of your organization’s Twitter Strategy—just make sure they have the tools to get
the job done! Train your members on the goals, encourage them to get involved, help
them be successful and recognize them for doing so! (Onsite/online training sessions,
guidelines, guest posts and “Thank You” stickers)
Social Media Activity Increases at AAHPM Annual Assembly
Due to the large number of attendees tweeting at the 2012 Annual Assembly, attendees
reached nearly 368,000 people which equates to 5.5 million impressions (contacts).
More than 637 contributors posted 4,969 tweets during the 5 days in Denver (#hpm
hashtag). The numbers represent an impressive 250% increase from last year’s statistics.
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14. NYWICI engages Twitter followers with periodically scheduled posts. NYWICI directly
interacts with other twitter users by responding to their tweets, referencing them with
an “@” or re-tweeting their tweets. NYWICI’s twitter program not only keeps its
audiences informed about important happenings, but it also develops a personal
relationship with them.
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15. #9 Use a force multiplier to increase your association members’ twitter engagement,
non-member followers and promote your association’s advocacy agenda. Organize a
one-day Twitterfest in collaboration with other groups allied around a particular issue.
Encourage members to tweet a lot. Provide them ideas for tweets as well as messages
to re-tweet. (The Society of Vertebrate Paleontology via The Sherwood Group.)
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16. Tracking ROI or the effectiveness of Social Media tools like Twitter – tools are
www.twazzup.com, socialmention.com, and addictomatic.com.
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17. If you’re just starting out there are some great tips for writing content from Andy
Crestidina of Orbit Media and the Content Marketing Institute. When opened up my
Twitter account for TRI I simply started following people talking about tile roofing and
responded to blogs and tweets – ensuring I was using my key words in all my tweets
too!
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19. Core functions
• Agenda
• Speakers
• FAQ
• Hotel maps
• Sponsor
• Profiles and pictures of state CIOs
2012 we added all speaker pictures and bios and left out the
speaker bios and pictures from the printed program (saving
money and space).
In 2012 we added a charity project for our conference. The
mobile site allowed participants to easily make their donations via
their phone during the conference.
What we have launched is a mobile site, not an app. A mobile site
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20. can easily be bookmarked and used for a conference without the
need for an actual app. This cuts down on the process of having it
approved.
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21. Consider using a QR Code on the cover of your brochure to drive members and
prospects to a personalized message from your Board President.
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22. When the Airline Passenger Experience Association developed a new mobile
application, it was able to test its success by using Google Analytics. Google Analytics
allows companies to review various statistics about web traffic such as total number of
hits by location and referral source. A company can also review the average pages per
visit and bounce rate as well as break down the visits by mobile and non-mobile users.
When Apex made its site functional with mobile devices, it was able to track mobile
visitors using Google Analytics. It discovered that, since implementing the mobile site,
the mobile audience doubled and total visitors for the APEX web site increased by 20%.
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23. #14 Make it easy and practical: put a QR code on a free “screen cleaning rag” to
introduce a new web feature or microsite. We call it the Q-Rag. Test its success by using
Google Analytics. Sell sponsorship on the cleaning rag, or include it as part of your
“Social Media Sponsorship Package.” (Association for University Technology Managers
via Sherwood Group.)
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25. Use question, polling and survey functions to get opinions about current issues/topics.
You can then take these responses/discussions and expand on them in a blog post.
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26. Use Facebook to engage your members for feedback. It’s quick, easy and let’s them
member share in the outcome. Here AANN asked members to vote on photos for
annual photo contest. The winning images would ultimately be included in marketing
materials.
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27. Part of the NPA campaign is a Facebook page, which includes the option for pasta fans
to ‘like’ Pasta Fits and communicate their passion for pasta as part of a healthy diet. To
increase the amount of ‘likes,’ the PR team held a recipe contest with a big prize, hosted
a twitter party, promoted the page to friends, asked NPA member companies to ‘like’
them and engaged a chef spokesperson who promoted Pasta Fits through her blog and
social media postings, .
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28. #19 Don’t avoid launching open social media platforms like facebook and LinkedIn for
your association for fear of what you can’t control. The value and appeal of open social
network platforms like Facebook and LinkedIn is authenticity and community. If
something negative or untrue is posted about your association, there is an opportunity
for education. These sites are generally self-policing. If a user doesn’t correct, prompt a
member. Only rarely should staff provide the correction. Remove posts only when they
are illegal or violate terms of service or your association’s code of conduct. (Academy
for Eating Disorders from the Sherwood Group.)
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30. •Common efforts – matching what we do nationally
•Working the local angle into your messages
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31. A slideshow on your website is a great way to showcase your member’s products. In this
case, NFBA showcased all of their award winners. A creative way to highlightthe product
to the public, while also adding value to your membership.
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32. New York Women in Communications (NYWICI) combines web branding, blogging,
twitter, facebook and youtube into a cohesive marketing campaign. NYWICI’s blog,
“Aloud,” regularly engages the community and develops NYWICI’s brand by publishing
thought-provoking articles.
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33. #24 Adaptive and responsive web sites don’t frustrate or penalize users based on their
technology. Adaptive sites automatically respond to the user’s device (phone, small
tablet, large tablet, laptop, etc.) with a layout and feature set to maximize the
experience, and you aren’t coding separate “mobile sites.” (The Sherwood Group.)
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35. Google Analytics’ new features include mobile and social tracking tools, advertising
tracking enhancements, and so much more. If you’re in charge of a site you can’t work
without it.
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37. From Andy Crestodina of Orbit Media. See Content Chemistry: the Periodic Table of
Content. http://www.orbitmedia.com/blog/content-chemistry
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38. Combining live, physical events (e.g. town halls) with live streaming/tweeting/online
chat. Social media can be a great compliment to a live event with the proper
promotion. (i.e. USFRA Food Dialogues)
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39. AAHPM added value to an already valuable course. They created a new offering in
conjunction with their regularly sold out Board Review Course—Premium Seating. For
an additional $250, the attendee received preferred seating (in first few rows), a $25
discount on the course recordings, an invitation-only wine and cheese reception with
the course faculty and a special gift from AAHPM ($10 Starbuck’s gift card, pen, box of
mints and one of our books, The Primer of Palliative Care). They sold all 125 seats. A
great way to add value for the attendee, and new revenue for the client.
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40. Window Covering Safety technicalities can get dry, so Kellen developed The SuperBaby
Safety Campaign on behalf of the Window Covering Safety Council. It is a series of
online videos in which your host, Super Baby, explains how children can be kept safe
with window coverings. What’s great about video is that it grabs audiences’ attention
with visuals and sounds in addition to words. Online videos are also interactive if
posted on Vimeo or YouTube because any user can comment.
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41. #29 Use a live audience response system via any web-capable smartphone to engage
meeting participants in an interactive session. Check out
http://www.polleverywhere.com/audience-response-system for inexpensive or free
service packages. Don’t forget to make sure there is internet access in the meeting
room. (The American Pediatric Surgical Association via the Sherwood Group.)
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