Social media best practices for ABC chapters
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Presentation for the 2014 Associated Builders & Contractors Presidents Conference. Discusses landscape of social media and strategies and best practices for driving growth and achieving target outcomes.
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Social media best practices for ABC chapters
- 1. Social Media Best Practices for Your ABC Chapter ABC Chapter Presidents Conference Wednesday August 6th, 2014
- 2. Agenda • Social Media & Digital Landscape • Strategies for Leveraging Social Media • Measuring Success • Tools You Can Use
- 3. Current Statistics • Facebook – 829MM Daily Users • 654MM Mobile Users – 57% of US Adults • Half have more than 200 friends • Twitter – 255MM Monthly Users • 52.7MM US Users – 16% of US Adults – 208 Average Followers • LinkedIn – 300MM Users • 100MM US Users – 40% Check LinkedIn Daily • Google+ – 300MM Monthly Users – 23% of GenXers visit/month – 19% of Baby Boomers visit/month – 44% of US 18-29 year-olds have an account • Pinterest – 80% Women – 20% of US Internet-Using Women – 5% of US Internet-Using Men • Instagram – 7.3MM Daily Users – 20% of US Internet-Using Women – 15% of US Internet-Using Men
- 4. Digital Landscape • Social Media Channels – Facebook – Twitter – LinkedIn – Pinterest – Instagram – Foursquare / Swarm – Google+ – Vine – Snapchat • Email • Blogging • Contextual Ads • Social Media Ads • Banner Ads • Native Ads
- 5. Social Media Assessment • POST Method –People –Objectives –Strategies –Technologies • Who do we want to reach? • How often do we want to reach them? • What do we hope to accomplish? • Which channels are appropriate? • Who will manage it? • What resources will we need? • What tools will we need? Source: Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff
- 6. People • Employees • Customers • Volunteers • Donors • Partners • Vendors • Advocates • Celebrities?
- 7. Objectives • Increase Membership • Increase Attendance for Events & Classes • Increase Brand Awareness • Recruit Employees • Improve Customer Service • Drive Action – Petitions, Lobbying Efforts, Etc.
- 8. Strategy Website Centralizes Content: Blogs, Newsletters, Events, Campaigns, Articles, etc. Organization: Facebook Page, LinkedIn Group, Twitter People: Facebook, LinkedIn, Twitter, Email
- 9. Engagement Funnel Awareness (Mentions) Passive (Likes) Active (Sharing) Financial (Dollars) Physical (Time)
- 10. Tools/Platforms Awareness • Radian 6 • SproutSocial • Crimson Hexagon Social Channel Management (Passive) • Hootsuite • SproutSocial • Sprinklr • Shoutlet • Spredfast Active Engagement • Buddy Media • CrowdTwist • Influitive • Zuberance • SocialToaster Financial Engagement • 500friends • Zferral • GetAmbassador Events / Locations • Foursquare / Swarm • Facebook Places • Instagram
- 11. Current Generation Tools • Focus on Engagement • Liking, Commenting, Sharing • Ad-Hoc • Limited viral amplification • Single Channel
- 13. Prerequisites Must Have Decent Website Regularly Publishing Content Blog White Papers Events Existing Supporters Nice To Have Analytics / Tracking Social Media 101
- 14. Social Media 101 Corporate FB Page Corporate Twitter Page Corporate LinkedIn Page Management Tool TIME!
- 15. Traditional Influencer Programs • Manually Identify Influencers (>5000 connections) • Listen to Conversations • Manual Outreach • Manually Engage • Few Hundred People Reach Hundreds of Thousands
- 16. High-Scale Influencer Programs • Systematize Outreach • Thousands Reach Millions • Engage at Scale
- 17. Leverage Existing “Super Fans” • Create Advocate Program: • Targets Passionate Advocates • Rewards Efforts • Streamlines Sharing Activities • Measures Results
- 18. Content to Promote Interesting facts Event information Deals/Discounts Videos Pictures Info graphics Useful information
- 19. Basic Execution • Incentives: – Employees – Partners – Customers • Company Actions: – Blog Regularly – Monitor Sharing – Recognize
- 20. Benefits • Cost-effective Word-of-Mouth Marketing • Strengthens Relationships with Existing Constituents • Multi-channel Engagement • Measurable Results
- 21. Contact Information Brian Razzaque, CEO razzaque@socialtoaster.com @razzaque 443.393.2600 x211
Editor's Notes
- Liking, Commenting, Sharing content posted on specific social channel Ad-Hoc, user decides when to engage Generally restricted to specific social channel Limited viral amplification
- Pro-Active, users are asked to share content Drives viral amplification of specific content Content is promoted across multiple social channels
- Corporate Facebook Page Corporate Twitter Account LinkedIn Company Page Something to Manage Them Hootsuite, Seesmic, TweetDeck Resources Allocated to Publish Content Regularly and monitor conversations
- Manually Identify Influencers (>5000 connections) Listen to Conversations Manual Outreach Manually Engage Few Hundred People Reach Hundreds of Thousands
- Mobilize Existing Supporters Systematize Outreach Engage at Scale Tens of Thousands Reach Millions
- Employees incented with gift cards / paid vacation Partners benefit from content to share Customers get discounts on service Supporters can get gift cards Marketed via email announcing program People opt-in to participate Company Blogs Regularly – 2x per week Every Blog Post email goes out asking opt-in group to share Monitor sharing (Hash Tags, Social Monitoring Tool, Etc.) Recognize Supporters Appropriately