Social media for associations - including assocations using social media examples


Social media explained
SocialB Ltd
@SocialBUK
Social Media & Online Marketing Experts

What will you leave with this morning?
 The four key areas to build social media success
 What social media platforms you should be using
for your Association
 Tips on using social media as part of your every day
business

SocialB
 Social media & online marketing experts
- social media training courses/webinars
- Inhouse social media training
- social media consultancy/management
- search engine optimisation (being found on Google, etc)
- Pay per click
 Social media council

Different types of social media
Although they all enable sharing, there are
several different types of social media
 Blogs are online diaries
 Microblogs (Twitter) is texting online
 Forums are conversational threads
 Video sharing (YouTube) is shared video clips
 Social photo (Flickr/Pinterest/Intagram) is
shared images and photos
 Social networking (Facebook, LinkedIn,
Googleplus) is all of the above

How it relates to Associations
 Associations can – and do – use social media. For every major
business function, there is an equivalent social media
function:
 Research=Listening to the conversations people have with
each other to understand their wants and needs
 Marketing=Talking in the conversations people have with
each other to spread messages about your Association and
products/services
 Membership =Energising others to sell you by finding your
most enthusiastic members and supercharging them online
 Support=Supporting members to support each other
 Development=Embracing members to work with each other
by integrating them into your association

Association Insight
 74% Associations want to increase member engagement
 The top three reasons for members not renewing is a lack of
engagement with the organisation
 Many Associations that are already investing in social media
struggle to engage their members and audience since they
solicit new members or promote membership in general,
using them as sales platforms.
 Social media is not the place to blatantly sell products,
services or membership, those Associations are not seeing
many results.

Why the social media explosion?
 Free!
 Sharing is a deeply ingrained human instinct
 Traditional communications were brand led
 New communications are word of mouth led
 Access to internet!
 Instant!
 Free

The four key S’s to social media success
 Strategy
 Social
 SEO (keywords)
 Search

Social Media Strategy

 Without a plan you plan to ……..
 What does success look like?
 How has your Association become
successful? With a plan/strategy by any
chance??
Q1 “What do we want to achieve
with our social media activity?”

 Your overall objectives will inform what you do in social media
in terms of:
 Who you want to connect with
 What content you share
 How you interact with people
 How often you need to interact with people
 How you want to influence people to act

Social Media Calendar
In social media, it’s key to Do Something regularly!
When you create a new blog post, tweet about it!
When you attend an event/show/networking follow up
with someone you met by connecting with them on Twitter
and or LinkedIn.
Read any interesting blog articles? See a good video on
YouTube? Tweet about it.

Measure, Measure, Measure!
 Google analytics
 Hootsuite/Tweetdeck
 Tweetreach
 Socialmention

How to measure in one place – Excel!
 Weekly per platform per
tab
 Monthly on one tab
 Create graphs

Social

Social -Two-way communication
 The key feature that
differentiates social media
from traditional media is its
facility for two-way dialogue
 This brings with it a number
of important advantages:
 More powerful engagement
 Improved recall
 Active involvement
 Participative for both parties
 Make this principle core to a
social media strategy

Two-way communication
 Engage with your target
audience (whoever they may
be, e.g. journalists, potential
clients, existing clients)
 Help people if you know the
answer or contact
 Share useful information

SEO

SEO
 Search engine optimisation
 Search engines index websites & social media
platforms
 Google, Yahoo, Bing have to decide what answers to
give people
 SEO = having the right keywords that people search
on
 More on this in relation to social media later

Where to go keyword digging?
 Use Google Keyword Planner
 Use the search engines and their predictive text
 If you pay for advertising on Google adwords note
these down
 Use your Google Analytics data (keyword source)
 Google Insights Trend tool
http://www.google.com/insights/search/

Google Keyword Planner
 Note down longer keywords i.e. Medical device
development – great tip later!
 Think like a client! Ask clients / colleagues what they
would type in
 What locations do you cover? City, county, regions, UK
wide, global
 Set up an excel sheet with keywords/keyphrases so they
can be used across all your online areas (social media,
website, etc.)
 Review every two to three months if you get the chance

SEO friendlyTwitter
 These Bios contain relevant keywords and info
 The locations they cover
 What services they provide
 Why follow them!
 Why you might want to contact them

Search

Great Social MediaTools for Search
 Hootsuite/Tweet Deck
 Use to set up streams to target your
audience
 Use for lists – great way of staying in
touch with people (Twitter)
 Scheduling – but don’t get in that trap
apart from blog posts etc
 Measuring – all have a stats section

Which Social Media Platforms to use?

Facebook
 Great for B2C companies (local and large brands)
and some Associations
 Interaction is key, Facebook want you to work for
your credibility
 The REAL value is in your fans content and
interaction you your page
 Think target audience

Facebook Examples
Aim for shares, likes & comments in that order – not
getting them means you are talking to yourself!

Twitter
 Great for B2B and B2C
businesses/Associations
 Create / share links to send traffic to
you website/blog
 Keep up to speed on your industry
 Network
 Find / Answer questions – great for
credibility

Twitter – key to success
 Keywords
 Getting Retweets
 Using hashtags

Participation - Hashtags
 People often use hashtags to find information about specific
subjects or to filter information, so if you use hashtags they
are more likely to find you via that subject. Hashtags are
therefore a great way to extend your reach and get more
followers in a meaningful way.
 There are a wide variety of already established hashtags and
new ones being created daily, that you can start to use/filter
with
 They are generally around a location, subject, interest or a
campaign
Online Marketing & Social Media Experts

LinkedIn
businesses/Associations
 Online business networking
 Keep up to speed on your industry
 Find / Answer questions – great for
credibility
 Great in Google’s eyes

LinkedIn
 Keywords, Keywords, Keywords
 Get in to a habit of linking up with people when you
meet, speak, email them
 Add your LinkedIn details to your email, business card,
website
 Ask for recommendations
 Company pages inc new show case pages
 Groups

Blogging
 Brings your Association to life
 Shares useful information
 Good for search engine results
 Blogs are often shared on social media
networks

Bringing your Association to life

Maximise your blogs
 Blog once a week (or more if relevant)
 Use these to share on your social media platforms
 Use for your email marketing
 Create in a video
 One piece of content maximised!

YouTube
 Brings your Association to life
 Great for search engine results
 Its about content not how slick your
video is

YouTube example

Freebies!
 FREE – Top ten social media tips for Associations eBook
http://www.socialmedia-trainingcourses.com/social-media-
10-easy-social-media-steps-for-associations-ebook/
 FREE – LinkedIn group -
https://www.linkedin.com/groups?trk=my_groups-b-grp-
v&gid=7466549
 Our weekly hints and tips email sign up http://socialb.co.uk/
 Questions or queries always feel free to ask on @socialbuk on
Twitter, info@socialb.co.uk or call +44(0)1223 258000

Stay in touch!
+44 (0)1223 258000
info@socialB.co.uk
www.socialB.co.uk
@socialBUK

Social media for associations - including assocations using social media examples

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Social media for associations - including assocations using social media examples