Enhanced Social Media and Engagement Strategies Mark Eichler, SNAME David DeLorenzo, NACUBO Andy...

Enhanced Social Media andEngagement Strategies

Mark Eichler, SNAMEDavid DeLorenzo, NACUBOAndy Steggles, Higher Logic

Agenda• What is Social Media/Networking• Website Overview: SNAME.org• Business Problems & Goals Statement Non-Dues Revenue Opportunities Section Strategy: Integrate Your Components Launching the Site Measurable Results Social Strategy – The NACUBO Way Listening What to Achieve Is it Measurable Simple Rules Statistics Social Strategy – Intermediate/Advanced Mobile Mentoring/Magazine/FAQs and more What Would Facebook Do? 10 Tips for Engagement Questions?

Website Overview

Personalized Home Page

Demographics – Dynamic Network Creation

Integrating with the AMS

Business Problems

10,000 document historical archive “Pay Per File” document access Peer Review Collaboration on Research etc. AMS Integration/Seamless Experience Overseas Membership – Non-Engaged

Goals Statement

Member Value Survey Listing to Members Responding to their Needs Improve Member Engagement Website Stickiness

Non-Dues Revenue Opportunities

Listserv vs. eGroups Pay per access General Advertising Advertising on Section Sites More traffic

Traditional Listserv

Sections: Integrate Your Components

Microsite Template Options

Not Just Sections!

Launching the Site

Marketing Plan

User’s Guideprinted and online

Video Tutorial YouTube and embedded on SNAME.org

Engagement: Quantifiable Results

Strategy – Fundamental/Intermediate

The NACUBO Way

Platform

People

Process

Politics

Participation

SaaS model fully integrated with AMS

Multi-tiered rollout plan prioritizing member needs

Slow approach to buy-in. Consensus not required.

eGroups and Communities growing steadily and highly active – new plans all the time

Can I have that too? Carrot vs. Stick

Social Media should be….

User-defined Transparent Engaging Inclusive Real

and not…

Impersonal Controlled One-sided Exclusive Structured

What’s with this whole social media business?

A good social media strategy will guide you in selecting…

media channelspeople to engage

conversations to join

A Social Strategy …hmm Sounds Familiar

Think of it in terms of having a conversation. The key to any good conversation begins and ends your ability and willingness to LISTEN.

What Tools Do You Use Now?

Websites Direct Mail E-mail Newsletters Phone campaigns Member outreach

Listening Mentions of your

organization Industry sites Selected News sites The blogging world Other organizations

like yours

What you might learn..

Better understanding of your brand New online communities you should join People you should engage Organizational values you should promote Attitudes you might have to change

Ask yourself…

What sites have the most activity related to my organization?

What kind of people do the most posting? What other organizations and issues are

these people connected to? What opinions exist about my organization

(positive or negative)?

Things to Consider

Size and technical experience of staff Volunteer base (long-term vs short term) Time staff and volunteer members can/are

willing to devote to social media Content already produced that can be

used on social media sites

This keeps your strategy..

Realistic Manageable Achievable Efficient And not the source of frustration and

staff discontent

Think backwards

Go where the people are online You don’t have to always create on your

own

NACUBO found sites already existed on LinkedIn and Facebook without our knowledge

Key Member Engagement Concepts

See who I am

See what I like

See who else is like me

Give me something special

What Do You Want to Achieve?

Relationships? Awareness? Increased web traffic? More members? Call to action? Donations/sponsorships?

Is it Measurable?

Relationships? (numbers of people) Awareness? (comments and links) Increased web traffic? (web stats) More members? (numbers) Call to action? (response rates) Donations/sponsorships? ($$$)

A Few Simple Rules Transparency is Important Be Conversational – a blog or forum post is not an

annual report. Stick To What You Know

Organizational issues that position you as an expert Try to add knowledge rather than opinions

Mistakes Happen! – Deal with them and move on. Embrace the Malcontents

It is a chance to turn critics into supporters Be courteous and understanding in responses

Next For NACUBO

Completed Redesign of Connections Website

Integrated Events

Expanded Content Libraries

Specialty Communities

Meet the Millenial They now outnumber baby

boomers More than $350 billion in

spending power More than 18 hours a week are

spent online More than 95% have joined at

least one social network They care more about what their

friends think and what they like. THE ARE OUR CURRENT/FUTURE

MEMBERS

Social Strategy: Intermediate/Advanced

Mobile Which Platforms? iPhone, Blackberry, Symbian

(Europe), Windows Mobile, Android What Functionality? Conference, Directory,

News, Events etc.

Mentoring Magazine Viral Marketing (LivingSocial)

What Would Facebook Do?

Introducing the Referral Control Viral Engagement Peer Endorsed How else could you leverage this control?

Other Viral Opportunities?

Public Networks: Example: http://apps.facebook.com/areyoupaidenough/

Your Magazine/Journal – How to Integrate?

What else can you socialize?

10 Tips for Engagement1. Leverage the public networks2. Start with a very specific, targeted campaign3. Listen4. Educate your membership5. Segment and understand where your best

customers are spending their time6. Connect with your digital extroverts and rock stars7. Launch your own platform8. Allow time for momentum to build9. Leverage User Generated Content (UGC)10.Socialize Everything (abstracts, events,

publications…)

higherlogic.com/snfnp

Mark Eichlermeichler@sname.org

David DeLorenzo DDeLorenzo@nacubo.org

Andy Stegglesandy@higherlogic.com