Association Twitter Strategy

4 Simple Steps
to Help Your
Association
Tackle Twitter &
Increase Member
Engagement

4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Session Agenda
• Maximize your
presence
• Strategy & Plan
• Take Action
• Measure & Adjust

About Me
• Curt Moss, Senior
Product Marketing
Manager @ WebLink
• 12 years at member-
based orgs
– Las Vegas Chamber of
Commerce
– Chapter of National Safety
Council
• 7 years @ WebLink
– Faculty for W.A.C.E.
– Present at association and
chamber conferences
linkedin.com/in/curtmoss
@curtmoss
linkedin.com/company/weblink-international
@WebLink

About WebLink
• SaaS Company (Software as a Service), Leading Software
Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate

About WebLink
• Association
Management Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success

WebLink Websites
• Responsive website
design
• Automatically adjusts
for any screen
• Fully integrated
database & website

About WebLink
• iPad app for mobile
commerce
• Integrated credit card
reader
• New member sales
• Event registrations
• Pay open invoices

WebLink Blog

Why bother using Twitter?

“Even if you’re
on the right
track, you’ll get
run over if you
just sit there.”
- Will Rogers

Twitter Stats
Total number of active registered Twitter users 650,000,000+
Number of new Twitter users signing up every day 135,000
Average number of tweets per day 500,000,000+
Number of Twitter search engine queries every day 2,100,000,000
Number of active Twitter users every month 241,000,000
Percent of active Twitter users on mobile 76 %
Number of tweets that happen every second 5,800
Sources: Statistics Brain, Twitter, Huffington Post, eMarketer

Twitter = Big Deal

How Can Twitter Benefit
Your Organization?

Extend Your Reach

Improve Your Value

Increase Member Engagement

Grow Your Membership

4 Simple Steps
to Help Your
Association
Tackle Twitter and
Increase Member
Engagement

Maximize Your Presence

• Profile image
• Header image
• Bio
• Location
• Website/Facebook
• Design
• Account settings

Examples

Strategy & Plan

What is your strategy for...
• Newsletter
• Events
• Email
• Website
• Blog
• Mailers

Relevant & Useful Information...
• Business issues
• Government advocacy
efforts
• Organizational programs
• Benefits
• Events
• Educational or
community topics

Use Twitter for the same things!
(and more)

Establish Your Purpose (Goals)
• Retention
• Generate website traffic
• Event attendance
• Connect businesses
• Highlight government
affairs items
• Industry/community
awareness

Define An Audience
• Members
• Prospective members
• Geographic area
• Industry experts
• Interested others
• Follow them!

Build Your Network
• Find your audience
• Follow them
• Post valuable content
• Share others’ content
• Connect and engage
• Inspire ideas &
responses
• “Listen”

Create a campaign strategy
• Create editorial calendar
for posts (Plan!)
– Date, topic, link, author,
target audience
• Add link/icon/widget on
your website to Twitter
page
• Email signature
• Reward users for
following you or sharing
your posts

Sample Twitter Calendar
Date Type of
post
Topic Text Link/Media? Goal
4/15/2014 Promotion Annual
Dinner
Early bird registration
ends tomorrow for the
annual dinner.
Registration
page for event
Event
attendance
4/16/2014 Answer Benefits Looking for ways to save
money for your biz?
Check out our exclusive
member discounts.
Benefits page Member sales
4/17/2014 Question Business
Needs?
Take our 1 minute poll:
What’s the biggest
challenge facing your
business?
Poll page on
website
Retention
4/17/2014 Inside Look New
office
space
Get a sneak peak at our
new office digs!
Photos of new
office
Awareness,
engagement

Content for Tweets
• Events – 3-5, spaced out
before event (maybe
more)
• Photos during/after event
• Blog posts – 1
immediately, 1 a week or
two later
• “Breaking” news about
industry or community
• Legislative issues – 1-3
before votes, 1 after
(maybe more)
• News articles on your site
or about your org
• New members
• Articles about members
• New staff

It doesn’t have to be all yours!
• Valuable industry or
community information
– Local news outlet
– National or local
association
– Industry experts
• Replies to others
• Retweets
• 80/20 rule
– 1 post sharing your
content
– 4 posts sharing others’
content, retweets,
replies

Take Action

Create & Share Great Content
• Use content as question
prompts
• Answers to common
questions
• Blog posts
• Events
• Photos & videos
news
• Research, case studies,
whitepapers

Create & Share Great Content
• Understand your
audience
• Connect with them
• Give them information
they want & need
• Use emotion

Keep It Short(er)
• Tweets under 100
characters get 17%
higher engagement
(Buddy Media)
• Tweets with 120-130
characters have highest
click through rate
(Hubspot)
• Include enough info to
get the point across

Keywords for Tweets
• How will people find
you?
• Use words your
audience would use
• Use geo terms
– City
– Region
– State
• Avoid acronyms

Reply!
• When members or
followers ask you
questions, reply!
• Direct messages (DM)
may be better
sometimes
• Lets them know you’re
paying attention
• Other users can see
how much you engage
your followers and
other Twitter users

#Hashtags
• Way of “tagging” posts
to be found later.
• search.twitter.com
• Create them for events
and major initiatives
#too #many #hashtags #is #very #overwhelming #for #other #users
• Use others’ hashtags in
your posts
• Don’t use more than
two

Creating & Sharing Great Content
• Informative
– Expertise
– Tips
– Insight
• Different
– Personality
– Fresh Take
– Surprises

“Use” your members
• Who has a big following
on Twitter?
• Find ways to engage
them to talk about you
• Their followers work for
businesses, too!
• Reach the next level

Tell a story

11 Tweet Templates
to heighten user engagement and interaction

1. The Question
• Use content as a
question prompt
• Post a link, ask a related
question
• “How do you feel
about…”
• “How will this impact
your business?”
• “What’s your
experience with…”

2. The Answer
• “What’s the
association’s position
on [issue]?”
• When does the
[industry] report come
out?
• How often are
certification classes
offered?
• Include a link!

3. The Retweet
• The “email forward” of
Twitter
• Allows your followers to
see someone else’s
content on your
timeline
• You’re saying “this is
valuable to you.”

4. The Promotion
• Contests
• Giveaways
• Special promotions for
events

5. The Inside Look
• Behind the scenes,
sneak peeks
• Interesting internal
content
• “Exclusive” in-house
content/activities.
• Include photo & videos
to increase engagement

5. The Inside Look

6. The How To
• Similar to answers, but
more direct
• Instructions to get
something done
• Implies “easy”

7. The Survey
• Share the results later
• Thank members who
completed the survey
(phone, email, letters)
• Ask your members’ &
followers’ opinions
• Connect to benefits and
value

8. The Statistician
• Use a number to attract
attention
• “Top X Ways to …”
• “90% of SMBs use X, do
you?”
• Relate the stat to what
your audience values

9. The @reply
• Engages your audience
• Lets them know that
you’re paying attention
• Resist the urge to “sell”
• Have a conversation

10. The Mention
• “Tagging” another
Twitter user
• They receive notice that
you mentioned them
• Can increase their
followers, drives
engagement

11. The Listener
• @replies to someone
you’re not following
• Search for a keyword
• search.twitter.com
• 3rd party applications
– Hootsuite
– Tweetdeck

11. The Listener

Twitter Cards
• Additional information
when someone shares
your content
• Append to blog posts,
news articles, event
pages.
• Summary card
• Summary card with
large image
• Photo card
• Gallery card
• Player card
(video/audio)
• Product card

https://dev.twitter.com/docs/cards

When and how often to post
• 3-5 times per day
• Create a calendar
• Schedule some posts
• Tweet on weekends,
too
• Experiment

When is the best time to Tweet?
• Engagement for brands
is 17% higher on
weekends
• Retweets have
been shown to be
highest around
5:00 pm.
• For click-throughs, the
best times seem to be
around noon and 6:00
pm
Source: http://www.huffingtonpost.com/belle-beth-cooper/a-scientific-guide-to-pos_b_4262571.html
Source: http://www.mediabistro.com/alltwitter/social-best-times-post_b49546

Source: http://www.bitrebels.com/social/best-time-to-post-on-twitter-facebook-infographic/

Which Tweets Get the Most
Engagement? (Twitter study)
Retweet boost:
• Photos – 35%
• Videos – 28%
• Quotes – 19%
• Number/stat - 17%
• Hashtag – 16%
Source: http://www.clickz.com/clickz/news/2335489/twitter-study-which-tweets-get-the-most-engagement

How To Write The Perfect Tweet
• Amplify
• Engage
• Convert
• Is it interesting and
readable?
• Is it interesting enough to
click?
• Is it compelling and built to
be retweeted?
Source: http://www.linkedin.com/today/post/article/20140319110058-1897408-how-to-write-the-perfect-tweet

Management, listening &
influencer tools
• Hootsuite
• TweetDeck
• Buffer
• Radian 6/Salesforce
• trackur
• Klout
• Google “social media
monitoring software”

Mention

ManageFlitter

Demographics Pro

Twazzup

Measure & Adjust

Insight & Analytics
analytics.twitter.com

Website Traffic

What were your goals?
• Retention
• Generate website traffic
• Event attendance
• Connect businesses
• Highlight government
affairs items
awareness

Bonus Tip – For your members
Add members’ social media links on their listing
on your website. Connect them with potential
customers.

Use your AMS to store
members’ profile data

Opening Remarks – DJ & Terry
Coming up: 3 Questions

WebLink Recap: An Integrated Solution
• ONE web-based centralized
database
• Prospects, members, non-
members and all reps in
same system
• Financials, events, email,
committees, website,
reporting
Central
DB
Financial
System
Website
Email
Marketing
Members
Events
Prospects

Association & Chamber Websites
• 500+ client websites
• WebLink Local business
directory drives 67%
increase in traffic from
organic searches
• Adds value for members
• Non-dues revenue
• Responsive website design
– automatically looks great
on all devices

WebLink Website Management System
• Very easy to add pages and
edit content
• Drag and drop new content
sections
• Quickly modify the
navigation menu
• Easily add photos, videos,
buttons, documents, blog
posts and more

3 Questions
Please answer these to receive a
copy of the presentation.

Webinar Summary
• Great content
• Right audience
• Right time
• Right channel
• Ways to respond
• Ways to share
• Engage your audience
• Stand out from the
crowd

“Turn strangers
into friends.
Turn friends into
customers.
Turn customers
into salespeople.”
- Seth Godin

WebLink International
3905 Vincennes Road, Suite 210 Indianapolis, IN 46268
P 317-872-3909 | 1-877-231-4970 | F 317-872-3929
weblinkinternational.com | weblinkblog.com
Curt Moss
Senior Product Marketing Manager
curt.moss@weblinkinternational.com

Association Twitter Strategy

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (16)

Ähnlich wie Association Twitter Strategy

Ähnlich wie Association Twitter Strategy (20)

Mehr von WebLink International

Mehr von WebLink International (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Association Twitter Strategy