How can associations benefit from social media? Presentation I gave at Association Congress early 2013

1. GET SOCIAL MEDIA
READY
Social Media Introduction for Associations

2. Marc Campman
 25+ years of marketing, branding, advertising &
PR experience. 10+ years online marketing
 Founder of Marccampman.com and Partner in
LoveSocialMedia
 Worked with start-ups and established
businesses on communication, social media &
brand strategy
 Social media strategy & execution since 2007

3. About the Class
 Extend social media foundation
 Practical
 Interactive
 Ask questions
 Start discussions
 Have fun!

4. Mission: GET THE BASICS
SOCIAL MEDIA
INTRODUCTION

5. Amazing Social Media facts
 Twitter encountered 24,000
tweets per second during the
London 2012 Olympics
Opening Ceremony
 1 hour of video is being
uploaded on Youtube every
second
 1 billion items are being liked
on facebook every day
 5000 photos are being
uploaded on Flickr every
minute
 12 billion miles are being
driven on Google Maps each
 38% of adults say they use
search engines to search for
businesses
 Coldplay became the top
page on Google+ with
618,356 followers
 Users spend a total of 6.7
billion hours on social
networks towards the close of
2011
 82% of the worlds online
population are using social
media networks, boasting 1.2
billion usershttp://www.pixelpulsemedia.com/blog/article/social-media-facts-worth-
knowing-for-2012

6. Media Consumption

7. What is Social Media?
DEFINITIONS:
Online tools that people use to share content, profiles,
opinions, insights, experiences, perspectives and media
itself, thus facilitating conversations and interaction
online between groups of people. These tools include
blogs, message boards, podcasts, micro blogs,
bookmarks, networks, communities, wikis, and vlogs.
(WebProNews.com)
A new set of internet tools that enable shared
community experiences, both online and in person.
(Technology in Translation)

8. What is Social Media
Social Media earns
online and offline coverage
Digital Marketing buys
online and offline coverage

9. Social Media Vs. Website
 Social media sends to website, creates
prospects and builds relationships.

10. Social Media Vs. Website
 Website converts prospect from social media
and advertising into sale or lead

11. Social Media Vs. Website
 Social media holds onto customer, prompts
them to buy again and helps them refer

12. Social Media Myths
MYTH: Social media is free.
TRUTH: Most sites are free to participate, and there are a lot of free tools, but
you still need to invest in advertising to drive traffic. You should also plan to
invest a considerable amount of time into building your social media
presence…and time=money.
MYTH: Social media will give my business an immediate boost.
TRUTH: For almost all businesses building a loyal following takes time.
Monetizing the following takes even longer. Plan on no monetization for at
least 6-12 months.
MYTH: Your number of Fans and Followers matters.
TRUTH: Quality, not quantity, means business. Just because you have a big
number of followers doesn‘t mean they are engaged with the brand and
interacting with it, or considering doing business with you.

13. Social Media Myths
MYTH: If you build it they will come.
TRUTH: Just like a website, until you promote and drive traffic to your social
media, your content is a ‗tree falling in the forest.‘
MYTH: Social media isn’t measurable.
TRUTH: There are a variety of tools and methods to measure mentions,
sentiment, comments, traffic and click-thrus to your website, among other
metrics.
MYTH: Social media killed traditional marketing.
TRUTH: People still watch TV, visit websites, read email, etc. You need these
media to inform your audience of your social media profiles. You need
social media to support your other marketing efforts.

14. The Truth
(why all this is important)
 Your customers are using social media to
make buying decisions, with or without your
participation.
 Social media content—both personal and
business related—is ―permanent.‖
 Social media can hurt and help you.
 It takes a lot of time and a lot of effort.

16. Social Networking Sites
Websites that allow
users to build online
profiles, share
information and
connect with people
who share interests.
Sites usually consist
of a profile of each
user, his/her social
links, and a variety of
other services.

17. Blogs
Short for ‗web log‘, a
blog is an online
diary—a website
maintained by an
individual that
features regular
entries of
commentary,
descriptions of
events, or other
material such as

18. Microblogs
Like blogs, microblogs are
platforms for people to post
thoughts about topics but
on a much smaller scale. A
microblog entry could
consist of nothing but a
short sentence fragment, or
an image or embedded
video.

19. Social Bookmarking
Sites where a user
can share, organize,
search, and manage
bookmarks of web
resources. Unlike file
sharing, the
resources themselves
aren't shared, merely
bookmarks that
reference them.

20. Video & Photo Sharing
Websites or
software that allow
users to share and
distribute video
clips and photos.
Videos/photos can
be associated with
a ―channel‖ or
―album‖ by user or
company name.

21. Forums
An online message board or an online
discussion site where users gather to discuss
subjects or topics. There can be hundreds of
topics being discussed on one forum and there
is usually a moderator that sets guidelines for
posting.
 Examples: Fodors, The Fashion Spot, Mac
Rumors, Bodybuilding.com

22. Review & Opinion Sites
A site where users
can post product or
service reviews and
share personal
experiences they‘ve
had with companies.

23. Article Distribution Sites
A directory or collection
of topical articles
posted for other sites to
use and distribute as
content. Articles
normally include a
slugline at the end that
includes a description
of the author and link to
their site.

24. Presentation sharing site
 SlideShare is the world's largest
community for sharing
presentations. Upload and share on
blogs, Twitter, Facebook or LinkedIn.
Over 60 million people use
SlideShare every month for
research, sharing ideas, connecting
with others, and generating business
leads. SlideShare also supports
documents, PDFs, and videos.

25. Wikis
A website that allows
the easy
collaborative
creation and editing
of information on a
topic, list or any
number of interlinked
web pages via a web
browser.

26. Mission: HOW TO GET STARTED
SOCIAL MEDIA STRATEGY

27. The Executive point of view

28.  A powerful global conversation
has begun. Through the
Internet, people are
discovering and inventing new
ways to share relevant
knowledge with blinding
speed.
 As a direct result, markets are
getting smarter—and getting
smarter faster than most
companies.
The Cluetrain Manifesto

29. The Cluetrain Manifesto
These markets are
conversations. Their
members communicate
in language that is
natural, open, honest,
direct, funny and often
shocking. Whether
explaining or
complaining, joking or
serious, the human
voice is unmistakably
genuine. It can't be
faked.
Most companies only
know how to talk in the
soothing, humorless
monotone of the
mission statement,
marketing brochure,
and your-call-is-
important-to-us busy
signal. No wonder
networked markets
have no respect for
companies unable or
unwilling to speak as
they do.

30. The Cluetrain Manifesto

31. What is it NOT for business
 A bulletin board for marketing & PR
messages.
 A cheap way of advertising.
 One-sided.
 About self-promotion.
 A place for you to vent about your
competition.
 The only way to market your business.
 The answer to your prayers.

32. What is it for Business…
 Awareness.
 Word-of-mouth.
 New people willing to consider doing business with you.
 Customer satisfaction.
 Research & Insights.
 Positioning.
 Recruitment.
 Promotion.
 Audience building.
 Immediate.

33. ―Social Media is
the biggest
change in
business I have
seen in my
corporate career.‖
Marc Campman
March 2012

34. Tools vs. Strategy

35. Define your Social Media Goals
 Generate exposure for my business
 Improve traffic to my web site
 Develop myself as a thought leader
 Establish new business partnerships
 Generate new leads
 Improve SEO for my web site
 Improve customer satisfaction

36. Integration with Business
Strategy

37. SOCIAL MEDIA FOR
BUSINESS

38. Social Networks – User Activity

39. Social Networks – User Activity

40. Social Networks – User Activity

41. Facebook

42. Top 5 Reasons to Use
Facebook
 Connect with old friends
 Access to engaged and qualified users
 Viral opportunity for messaging
 Targeted advertising
 Facebook adoption
Facebook

43. Getting started
 Sign up for Facebook with a
dummy account
 Create your Facebook Page
 Invite people to like your
page
 Share content and
information
 Use Apps to promote your
Facebook Pages

44. Your Facebook Page - Features
Timeline
Cover
photo
Profile
picture
About
Apps
Pinned
post
Message

45. Your Facebook Page - Features
Milestone

46. Facebook Pages - dimensions

47. Getting people to ―Like‖ you

48. • Promotion. Promote your
facebook page on all your
marketing collateral (print and
online)
• Suggest to friends. a
simple and free way to get the
word out that you have a
business Page and to ask
friends to Like it.
Increase your following
• Use the share button. build your fan base by regularly using
the Share button at the bottom of each ―link‖ you post on your
business Wall.
• Events: The event feature comes with its own Share button which
insures that you can distribute your Event beyond just your fan base
to your friends.

49. Engage with Facebook Apps
 Maximum 12 apps per page
 You can change the order (except photo app is always
1st)
 You can change icon
 You can create your own Facebook App

50. Twitter

51. Top 5 reasons to Use Twitter
 Develop and promote your brand
 Interact with your customer base
 Track what people are saying about your
brand
 Create buzz around upcoming events
 Promote your content
Twitter

52. Getting started
 Sign up for Twitter
 Personalise your profile
 Find some friends/clients to follow
 Find some friends/clients to follow you
 Start tweeting
 Engage with your network
Twitter – How to get started

53. Your Twitter Profile - old

54. Your Twitter profile - new

55. Your Twitter Activity Feed

56. Your Twitter Discovery

57. Twitter terminology
 Tweet: When you post or write your 140 characters on
Twitter and hit send it‘s called a tweet or tweeting.
 Handle: That‘s your Twitter name: short and descriptive
(get your personal name if you can even if you don‘t plan
to use it right now. It‘s like your URL and will have value
someday)
 Follow: This is simply the act of adding someone to your
list of people you are following — this makes their tweets
show up on your home page.
 Replies: This is what it is called when someone writes a
tweet directly at your handle, this is often an invite to
engage with a follower.

58. Twitter Search – made simpler
• Spelling
corrections
• Related
Suggestions
• Results with real
names and user
names
• Results from
people you follow

59. Twitter Search

60. Twitter terminology
 Retweet: This is a tactic of republishing someone else‘s
tweet, the original tweet along with author stays intact,
but you are basically showing someone‘s tweet to your
followers
 DM: This is a message that is sent directly to another
user. They must be following you for you to DM them,
but this is a very useful tool for private messages
 Hashtag: This is a way people categorize tweets so that
others might use the same tag and effectively create a
way for people to view related tweets—it will look
something like #marketing

61.  Use Twitter Search
 Use Twitter‘s ―Who to follow‖
 Follow people your followers are
following
 Follow thought leaders and
bloggers
 Collect people‘s twitter names at
events
 Follow Hashtags at events
Finding People to follow

62. Finding People to follow
www.followerwonk.com

63.  Make your company‘s twitter
name easy to find
 Place follow buttons on your
blog and web site
 Interact with the people you
follow but don‘t follow you back
 Make your tweets useful
Getting people to follow you

64. Start tweeting
 An observation
 What you are reading
 What you are watching
 What events you are attending
 Your content
 Someone else‘s content
 Chat with someone
 Retweet what someone else has
tweeted
Twitter – Start tweeting

65. Linkedin

66. Top 5 Reasons to Use Linkedin
 Make local, national and international
professional connections
 Position yourself as an authority
 Improve your customer knowledge
 Trusted contacts
 Legitimate
Linkedin

67. Linkedin – Getting Started
Getting Started
 Sign up for Linkedin
 Personalise your Linkedin profile
 Grow your network
 Join Groups
 Use Apps
 Engage with your network
 Create company page

68. Personalise your Linkedin
Profile
5 elements of your profile:
 Your ―Teaser‖: Picture, Name,
Professional Headline, Location and
Industry.
 Short Overview: Current, Past,
Education, Recommendations,
Connections, Websites, Twitter, and
Public Profile.
 The Core: Summary and Specialties.
 The Specifics: Experience, Education,
and Sections.
 The Details: Additional Information,
Personal Information, and Contact

69. Visualise your Linkedin Profile
vizualize.me

70. The new Linkedin Profile
The new profile
setup will make it
easier to:
 Tell your professional
story
 Discover people and
opportunities
 Engage with your
network

71. Your Linkedin Activity Feed

72. Expanding your connections
 Step 1: Upload your email contacts and
connect with the ones already on LinkedIn
 Step 2: Find current and former colleagues
and classmates and connect with them
 Step 3: Discover people you may know and
connect with the ones you actually know
 Step 4: Promote your LinkedIn Profile with a
LinkedIn Email Signature and LinkedIn Profile
Badge for your website and blog

73. Using Linkedin
Ways to use Linkedin for lead
generation
 Linkedin Groups
 Linkedin Answers
 Linkedin Search
 Linkedin Applications
 Company Pages
 Linkedin Ads

74. Linkedin Apps

75. Linkedin Company Page

76. Products

77. Careers

78. Linkedin Advertising

79. Google+

80. Photo credit: http://www.flickr.com/photos/tomsaint/2987926396/
• Google products
• Forced upon you
• Search rankings
• Back and forth with Facebook
• 400 Million users – September 2012
Why should you care

81. Circles
Categorize your
customers
Sparks
Monitor your brand
Claim your profile
Enhance your profile
Embrace
business
tools

82. • http://www.google.com/+/business/
• Share
• Promote
• Measure
• Plays nice with Analytics
Create your profile

83. Google Circles

84. • Video chat
• 10 people
• Q&A, demo a product, meet the CEO
• 5 Creative Ways Businesses Are Using Google+ Hangouts
Hangouts

85. • See your posts spread through Google+
• Identify influencers
Ripples

86. • Trends happening around the web
• Business to do? Use to create content?
Sparks

87. • Integrates with Google Calendar
• Party mode – share video and photos at the event
Google+ Events

88. • Google+ posts
• Search results
• Articles
• YouTube videos
• Display ads
+1 Button - Endorse

89. BRAND YOUR BUSINESS ON
PINTEREST

90. Pinterest is a virtual pinboard which allows users
to organize and share beautiful and interesting
content they find on the web.
Pinterest‘s goal is to connect
everyone in the world through the
'things' they find interesting.

91. What does a user profile look like?
Your boards are of all the things that (P)interest you….

92. Follow people or just the pinboards you like

93. With the iPhone app you can ‗pin‘ wherever you are

94. Users can pin, re-pin, follow, like and create boards of interests.

95. Showcase your products and most importantly, their prices

96. And you can also browse for gifts too. Along with being
able to filter by price….

97. Find out who has pinned your website content. Insert your
website URL after /source. You might be surprised….

98. Take aways
• Great potential for retailers
• Boost your brand image by sharing cool but relevant images
• If you have a catalogue this is one opportunity to digitize it
• Inspire people and generate a viral effect
• Generate lead, find out what‘s interesting for users
• Never SPAM your followers
• Share what‘s interesting and drive traffic to your website
• Pin, re-pin and like other users‘ images that you find relevant
• Brands that only share own content are uninteresting
• Keep in mind, social network rules apply