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Building Member Loyalty - CPA Firm Associations

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Michelle Golden
Michelle Golden

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   Modern  Marke4ng     and  the  Social  Web   By  Michelle  Golden   @michellegolden      #intchg12  
Today.     •  WHAT  &  WHY   •  What’s  SM,  exactly?   •  Why  does  it  maIer?   •  HOW   •  Building  community     •  What  works,  what  doesn’t  
yth #1   M Social  media  =  evil  fad  
Happy  Birthday!   9   6   11   13   8  
5  
6   Image:  thomaschung  (flickr)  
yt h# 2   M Social  media  are  for  young   people  (members  don’t  care)  
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
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  
As  of  3  years  ago.  Today?  
Image:  fuzzyscalyman  (flickr)  
Fully  integrated  
y th # 3   M We  need  a     social-­‐media  plan.  
Do  fewer  things  beIer   Leverage  Mul4ple  Channels   •  Print   •  Web   •  Email   •  Paid  media   •  Earned  media   •  Events   •  Organiza4onal  ac4vi4es  
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  
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  
Level  of  involvement   LEADS   Engaged   “proac:ve,  outreach”     Par:cipatory   “present,  resource”     Passive   “come  to  me”   INVOLVEMENT   goldenprac4ces.com   17  
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  
image: abbeychristine (flickr)
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  
All  aTwiIer  for  news  &  ideas   goldenprac4ces.com   21  
Facebook  extra  value   •  Being  “real”  
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  
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  
Which  tool  for  what?   hIp://www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools   25  
File  Sharing  Sites  -­‐  Slideshare   Subscrip4ons:  goldenm   26  
File  Sharing  Sites:  YouTube   Subscrip4ons:  cpatrendlines   27  
Build  YOUR  house   BLOGS  
Social  media  channels   BLOGS  
Channels:  online  &  off   BLOGS  
Decision   Where  will   members   hang  out?  
Implemen4ng  
No  spit  shine   •  Quality  products  or   •  Bringing  people   offerings   together   •  Quality  service   •  Enriching   •  Quality  experience   [professional]  lives  
Who  cares  
Image:  brian-­‐ford  (flickr)  
Get  found   •  LinkedIn  profile  (solid)   •  Google  profile  (claim)   •  Interact   •  Blog  comments?   •  TwiIer?     •  Facebook?   •  Google+  ?   ©  2010  Golden  Prac4ces  Inc  
Friends  &  followers   •  Peers,  colleagues   •  Industry  experts,  associa4on  reps   •  Local  and  na4onal  media   •  Thought  leaders   •  Members   •  Strangers  who  ask  
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  
Tune  out  the  noise   •  Lists   •  Third  party  apps     (feed  readers)   •  Time  limits   •  Turn  off  no4fica4ons   (use  separate  email)   Image:  misskelly  (flickr)  
Google  Reader  to  monitor  
iGoogle  to  watch  
No  
Yes  
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  
More  Info:   slideshare.net/goldenm   michelle@goldenprac4ces.com   goldenprac4cesinc.com   goldenprac4ces.com  (blog)   @michellegolden  (twiIer)  

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Building Member Loyalty - CPA Firm Associations

  • 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  
  • 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?  
  • 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  
  • 30. Channels:  online  &  off   BLOGS  
  • 31. Decision   Where  will   members   hang  out?  
  • 33. No  spit  shine   •  Quality  products  or   •  Bringing  people   offerings   together   •  Quality  service   •  Enriching   •  Quality  experience   [professional]  lives  
  • 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  
  • 42. No  
  • 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)