“Over the Social Media Rainbow, Social Media for Today’s Association.”

Marni Blythe4.20.12

Agenda

A little about me The climate of social media media today The science of social media Marketing yesterday and today So who cares? Why be excited? What your industry thinks Disciplined approach to integrating social into a marketing strategy Measures of digital ROI LinkedIn demonstration Survey

Me

Marni at 4 years old

“Social Media marketing makes me feel

overwhelmed!”

“Let me help you!”

Do you…•Know where to start?•Have the right tools?•Have enough resources to measure?•Feel afraid what the data will show?•Have a strategic marketing plan?

“If you’ve read about social media or have been to any marketing conferences you’ve probably heard tons of advice like, “love your customers,” “engage in the conversation,” be yourself and make friends.

We call this ‘unicorns and rainbows’ advice. Sure, it sounds good and it probably makes you feel all warm and fuzzy but it’s not actually based on anything more substantial then “truthiness” and guess work.”

Dan Zarella. Zarella’s Hierarchy of Contagiousness

“One of the most important things about the web is the nearly every interaction can be measured and observed in aggregates

of tens and hundreds of millions.”

Dan Zarella. Zarella’s Higherarchy of Contagiousness

“To scientists, success in using social media is something you can iterate on, plan for and learn from. Things that work can be analyzed to produce repeatable, dependable results.”

Dan Zarella. Zarella’s Higherarchy of Contagiousness

How it used to be…how it is now

OLD SCHOOL MARKETING NEW WORLD ORDER

So who is active in social media?

“People over the age of 55 are the fastest growing group joining Facebook, according to research from Nielsen.”

Social networking usage

Why are businesses excited?

Source: 2012 SOCIAL MEDIA MARKETING INDUSTRY REPORT. How Marketers Are Using Social Media to Grow Their Businesses. Social Media Examiner

“Changes since the 2011 study: Lead

generation increased 7% from our 2011 study to

58% this year.”

“The technology imperative is not going away. It is going to increase in importance. And while associations can’t go back and undo the damage that has been done by being slow to

adapt, they can move decisively to regain lost ground. The clock is ticking.”

Harrison Coerver and Mary Byers, CAEThe Center for Association Leadership

Race For Relevance

What does the Association industry say?

Decisive strategic planning equals results

Random social media tool selection equals =

There is a disciplined marketing approach for your association that you can take that builds a solid foundation that will yield

measureable results using digital marketing tools.

3 step process

Step 1 Step 2 Step 3

Step 1: Discovery

Discovery

Background & Foundational Review of your Association.

Interview Internal Key Stakeholders.

Development of Association and Member Goals and Objectives.

Fact based evaluation of your current situation.

Executive Director, Board Members, Marketing Manager, Operations.

Prioritization based upon need, time and budget resources.

Step 2: Exploration

Exploration

Review of Current Situation Versus Desired Outcomes.

Assess Member Motivation,

Market & Competition.

Explore Budget Parameters,

Timeline and Tactics.

Some tools you can use include:•SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats•Brand Assessment – “As is” brand versus the "to be brand" with the corresponding:

o Attributeso Personalitieso Core valueso Brand essence

•Research – What’s important and what do members value

Step 3: Integration

IntegrationDevelop Marketing Plan From the

Information Gathered During Discovery and Exploration Stages.

Tools Selection. Measurement and Results Methodology.

Some measures of digital ROI

Overall•Conversation Rate = # of Audience Comments (or Replies) Per Post

•AmplificationTwitter: Amplification = # of Retweets Per TweetFacebook and Google+: Amplification = # of Shares Per PostOn a blog or YouTube: Amplification = # of Share Clicks Per Post (or Video) •Click through rate•Lead creation•Conversion studies

Digital PR•Procurement of press visits•Retweets by respected professionals/news •Mentions

Blogs•Unique visitors•Page views

Klout•Klout score – ability to amplify and influence

LinkedIn Demonstration

Questions?

Front Row Communications, LLC:• Comprises 40 years and three generations of experience in research, branding

and digital customer engagement. • Was formed to give brands access to best-in-class professional services more

efficiently and effectively than conventional agencies can possibly provide. Services include:

• Comprehensive Strategic Digital Marketing Solutions• Integrated Marketing Education• Quantitative and Qualitative Market Research• Branding and Corporate Identity• High Performance Value & Measurable Results

Conclusion

No need to feel overwhelmedSocial media creates measurable resultsThe clock is ticking time to take actionDisciplined approach is the way to goLinkedIn is a great toolSurvey – (2) complimentary brand assessments

• “As is” brand versus the "to be brand" with the corresponding:−Attributes.− Personalities.− Core values.− Brand essence.

Thank you!

Thank you for the gift of your time today!

Education & Value Are Our Best Marketing Tool.

How can we help you?

Marni Blythe Partner at Front Row Communications

• Please link in with me!• Linkedin.com/in/marniblythe• Twitter: marniblythenc• 646-413-4872