Parthenon Publishing developed a social media plan to help NASBA grow its brand and audiences. Previously, NASBA's social media activities focused mostly on CPA candidates and had limited reach. The new plan created targeted profiles on Facebook, Twitter, and LinkedIn; developed blogs and discussions; and used paid ads. It provided relevant content for CPAs, candidates, and learning providers. The plan expanded NASBA's audiences and engagement across platforms and drove more traffic to its website. Social media now accounts for 11% of NASBA's website traffic, with longer visitor sessions and more pages viewed per visit.
2. Parthenon Publishing
Magazines Newsletters
Social Media Web Development
Content Management Smart Phone Apps
Email SEM/SEO
Mobile Video
We help our clients grow through
engaging communications
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
3. Social Media Today
Phone Smartphone
Technology Companies
Is Mail eMail Must
Shifting Participate
News Apps
CM Os
68% nged”
“challe media
Social cial
Socialize b y so
Media
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
4. Our Process
Too few companies take the time to develop a plan
that matches social media strategies to business objectives
Listen
& Define Implement Measure
Plan
Listen to Measure against metrics.
conversations. Define business objectives. Place engaging content.
Continue, improve or
Identify audiences. Select platforms. Interact consistently.
eliminate.
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
5. Social Media Access
Multiple Screens
Anytime. Anywhere.
91%
of Americans
65%
of Americans
will have smart phone
60%
of Americans
planned to use their smart
have access to a computer and/or tablet phone to interact during the
by 2015 2012 Super Bowl
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
Sources: In-Stat, Pew
Research, Velti
6. Facebook Facts
845 Million Active User on Facebook
483 Million Daily active users
425 Million Use mobile to access
78% Visitors like <10 brands
Source:www.facebook.com
80% Prefer to connect w/brands on FB
*Stats from December 2011
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
7. Twitter Facts
200+ Million Total accounts on Twitter
55% Active on mobile devices
400 Million Unique visitors per month
79% Visitors follow <10 brands
Source:www.twitter.com 26% Brand followers are under 35
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
8. LinkedIn Facts
135 Million Active User on LinkedIn
61% Use site for professional networking
35% Check site daily
81% Belong to at least 1 group
Source:www.linkedin.com
52% Participate in group discussions
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
9. Google+ Facts
90 Million Registered Users
+1
26 Million Active Users
72% Male Users
94% Top US brands have page
Source:www.google.com
Top Professions Engineer, Web Developer/
Programmer, Teacher, Writer
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
10. Average Monthly Time
Facebook 7 hours, 46 minutes
{
AOL Media 2 hours, 53 minutes
The Rest
Yahoo 2 hours, 12 minutes
Google 1 hour, 48 minutes
MSN, Windows Live,
& Bing 1 hour, 44 minutes
YouTube 1 hour, 41 minutes
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
Neilsen data
Q3 2011
11. Social Comparison
+1
60% of Twitter users Most important social Of LinkedIn users,
also use Facebook networking tool:
46% also have Twitter
3+ hours per week
59% LinkedIn &
79% have Facebook
Google+ and Facebook 58% Twitter
have highest mobile
55% YouTube LinkedIn is top choice for
reach & highest
53% Facebook journalists
app usage
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
12. Social Comparison
Do’s Don’ts
1. Evaluate which tools are best for your 1. Think of social media as “free” marketing
audience(s) 2. Forget to use metrics. The data will literally
2. Start slow and maintain before you tell you what is and is not working
expand 3. Post before you think
3. Remember: Consistent relevant content 4. Let days pass before you respond
4. Benchmark. Stalk your competitors 5. Blatantly market yourself or your services
5. Interaction is key. Do not just broadcast 6. Forget you need a personality!
6. Respond to positive AND negative posts
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
13. The NASBA Story
Objectives • Extend & Strengthen NASBA brand
• Grow Learning Market/Registry
NASBA Challenges
• Different messages to audiences:
CPAs, CPA Candidates, Boards
• Limited resources
• Current Facebook site reaching
students
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
14. The NASBA Story
Solutions 1. Benchmark best practices
2. Create social media plan, identify
best platforms
3. Create NASBA Talks on FB and TW
NASBA 4. Use paid ads to drive traffic
5. Map out & coordinate content
6. Broadcast then engage
7. Include blog on new site
8. Review metrics & revise
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
15. Former NASBA Activities
Content focused on CPA Candidates
Participation skewed to Candidates
LinkedIn was limited, Targeted employees
Content posted was NASBA focused
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
16. NEW NASBA Activities
NEW! NEW!
blog
NASBA NASBA GROUP ALL
(for CPA Candidates) (for CPA Candidates) for CPAs audiences
NEW! NEW!
ads
NEW! NEW!
NASBA Talks NASBA Talks GROUP TARGET
(for CPAs) (for CPAs) for Learning Providers LPs & CPAs
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
17. NEW NASBA Activities
blog
Create content for CPAs, place on their platforms
NASBA NASBA GROUP
Consistently post relevant content ALL
(for CPA Candidates) (for CPA Candidates) for CPAs audiences
Drive audiences to website & blog
Use ads to build audiences & traffic ads
NASBA Talks NASBA Talks GROUP TARGET
(for CPAs) (for CPAs) for Learning Providers LPs & CPAs
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
18. Engaging Audiences
Blogs, white papers and Traditional
SMEs offer
case studies continue to Thought
Blogs insights into
trends and news
position NASBA as experts Leadership
......
......
1 4
ENGAGED AUDIENCE
2 3
......
LinkedIn & Google ads build
......
new audiences and drive traffic
to NASBA & Learning Market
Social Media tools expand
reach of information,
encourage engagement ads
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
19. Facebook
Expanding Facebook
1. Content targets each audience
2. Some content can be shared
3. People are stingy with “Likes” -
Impressions are the new metric
4. Photos and videos rank higher
5. More interaction on CPA
student page
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
20. LinkedIn
Creating LinkedIn Groups
1. Strong tool to target CPAs and
Learning Providers
2. Longer discussions posted in
groups prior to launching blog
3. LP Group Goal: Drive traffic to
Learning Market
4. Used LinkedIn ads to kickoff
membership
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
21. Twitter
Expanding Twitter
1. Content targets each audience
2. Works best for news, especially
breaking news
3. Drives traffic to NASBA and
other sites
4. Links & hashtags included
throughout posts
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
22. Website & Blog
Driving Traffic to NASBA
1. Social media platforms push
visitors to NASBA.org
2. Social media platforms promote
features and blogs
3. Goal: Visitors dive deeper into
website, explore NASBA
offerings
4. Increased traffic improves
search results
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
23. Results
The Impact of Social on NASBA.org
Social media
Pages/Visit Time on Site accounts for
6.19
3.76
13:07
4:19
11%
of all traffic to
4.05 3:29 NASBA.org
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
24. Contact Us
/ParthenonPub
102 Woodmont, Suite 450, Nashville, TN 37205
615.627.2225
parthenonpub.com
www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com
25. See you at the next presentation
THANK YOU :)
Check out the presentation on SlideShare