Expand your chapter's reach with social media

April 2012 Page 1SIM Chapter Summit

Expand your chapter’s reach with

social media Kim Karagosian

Director of MarketingAssociation Headquarters

Todd NilsonSocial Media Chair

SIM Management Council


Commonly Asked Questions from Chapters…

• How do we leverage and share marketing ideas among chapters?

• How do we use marketing to grow our chapter?

• How do we create more chapter brand awareness?

• What can SIM national do to help?


Running a SIM chapter’s marketing isn’t easy!

• Members... disconnected• Meeting attendance... sparse• Ability to reach technology leaders...

lacking• Membership renewals... lagging• Awareness of your chapter... low


Enter... SOCIAL MEDIA!

SM

http://www.youtube.com/watch?v=0eUeL3n7fDs


By now, you know why your chapter needs social media...

• Establish your brand• Create buzz, conversations• Raise awareness for your cause• Establish familiarity• Build a community & network• Be where your friends, fans, donors, and peers are• Get in front of the search engines• Become a thought leader


So much promise... So little time!

Who will write the content?

Who will manage all of these social media channels?


Stop panic and get organized... CONNECT THE DOTS

Social Media Strategy

Facebook

Twitter LinkedIn

Thought Leadership

Groups

Interaction

Attendance

Followers

Mentions

Publicity

Fans

Shares

New Member

s


AGENDA: Social Marketing tips for your SIM chapter

Free (or low cost) ideas you may not have thought of to...

1.Boost site traffic2.Increase attendance of your events 3.Encourage SIMposium attendance4.Grow your membership

We will cover how to...

•Plan and marshal your content•Interest and recruit potential members •Monitor and measure social media•Build engagement by showing examples from other associations


Audience comes first

• Describe who you want to reach– Demographics (twenty-somethings, affluent)– Psychographics (entrepreneurs, techies)

• What do they want?– What they read– What they talk about online– What kind of content they share

• Where do they congregate?– Facebook– LinkedIn– Twitter– None of the above?

Make. Me.Care.


Survey current chapter members for segmentation

• Keep invitation short

• Use some of the data from last year’s & make them feel like they are a part of something big

• Provide gift cards to the first 25 people to fill it out completely or a larger prize for one winner

• Don’t send more than 2 reminder emails. Filter out email addresses of people who already responded.

• Publish results


Next, what action do you need them to take?

• Be more aware of your SIM chapter• Attend a chapter event

• Become a member• Contribute and interact regularly!


Write it for them

Sometimes you just have to spell it out... Write a letter introducing SIM and post it to your chapter’s website. Prospects and members can download and give it to their manager for approval.

What to include:

Why become a member

Why attend your meetings

Why attend SIMposium

Example: DNA’s Annual Convention

Need help telling your supervisor why you should attend DNA’s 30th Anniversary Annual Convention? Use this letter from the DNA President to show your supervisor what he or she can gain from your attendance at this meeting. You can personalize these templates with specific topics or sessions that you plan to attend, as well as show a breakdown of the costs associated with attendance.


Make it easy to contact you

adds a tab on SIM’s Facebook Page that generates a contact form, allowing anyone visiting your page to get in touch with us at the very moment when they’re most interested.


Develop a plan

• What social media channels do you use now?

• How have you used them so far?• What are your obstacles? Quantify?• Is there a clear leading channel

that enjoys heavy user adoption?• Identify 2-5 channels to focus upon• Inventory your content assets• Create & use a messaging calendar• Be interesting • Be consistent with the SIM brand• Stick with the plan


Inventory your content

Add these...Your content assetsChapter News

Member updates

Chapter News

In-person Education

Online Education

Foundation

Partners

Sponsors and Exhibitors

SIM Connect Newsletter

+ =TONS of news to share on multiple

social media channels

+

Email

Blogs

Forums

Website

Partner Sites


Find new content (you don’t have to create it yourself)

Helps you to• Discover articles you can repurpose• What cities are talking about relevant topics the most.

This could be information used for regional events.• Who is talking about what? Understanding these

conversations can lead to potential partnerships.



Marketing Idea Medium

Follow people on twitter that use keywords “technology” and “leadership” Social Media

Ask your committee to come up with questions and discussion topics

Create # messages for twitter like #CIO or #CTO or #techleaders Social Media

Create # of discussion questions for LinkedIn based SIM membership Social Media

Discussion questions posted on member forums Association Website

Create messaging for Facebook (repurpose and message some messages created for Twitter and LinkedIn) Social Media

Post messages on Facebook w/ link to product site Social Media

Create dedicated email blast using thumbnail image, summary paragraph, who would be interested in purchasing this, member v non member price and some bullets on key learnings Email

Put new events under latest news Association Website

Repost messages on Facebook Social Media

Create 5 new messages for Twitter Social Media

Create 2 new discussion questions for LinkedIn Social Media

New discussion questions posted on member forums Association Website

Example: Chapter Marketing Plan



LinkedIn

• Join related groups• Perform searches (by people, groups,

updates, etc) to find prospects and see how many people are referencing your #hashtags or chapter



Join SIM’s Google+ page

• Post links about and pictures/ videos of chapter events

• Hold virtual "hangouts" for your chapter

• With Google +, Google is tracking the content being shared which helps with search rankings


Join the SIM Facebook Page

• Share photos and videos from your local events on the SIM National Facebook page

• Post stories, announce chapter events

• Engage existing members • Grow membership by posting

regularly • People who like your Page will

get updates in their News Feed. • Talk about your upcoming

chapter event on your Facebook profile facebook.com/societyforinformationmanagement

http://www.facebook.com/societyforinformationmanagement


Define your KPIs (Examples)

Engagement to influencers. Monitor and learn more about those key influencers who are talking about your brand and company in social media. By finding out where and how they are talking about you, you can reach out to them, connect and lay the groundwork for them to eventually become your advocates. Share of Voice. Compare your share of voice against your competitors on a regular basis. Is it improving? What is your strongest online channel? By identifying your strengths and weaknesses you can focus on improvement with better messaging and content.


Track your results


Use bit.ly to track your social media content’s popularity

• Shortens URLs into trackable ones• Track the number of clicks your social media

messages receive• Will help you to repost messages quickly• Gain an understanding of what messaging

resonates best with your audience

Example:https

://simnet.site-ym.com/store/list_products.asp?catid=93346

Using bit.ly, it becomes http://bit.ly/Iqm53z

https://simnet.site-ym.com/store/list_products.asp?catid=93346



http://bit.ly/Iqm53z


Monitor multiple social media pages

• Discover articles you can repurpose

• Follow your speakers, board, and volunteers and see what they are tweeting about

• Discover influencers and try to partner with them

• Find potential members

• Listen to a crisis before it happens



Association Examples

Highlighting 30-year Anniversary through Social Media

What were you thankful for this Thanksgiving?

This Thanksgiving, Dermatology Nurses’ Association (DNA) was thankful for the first five presidents of the association. These women helped create such a positive community of dermatology nurses.


Then and Now

Start thinking about how your chapter can use RLF’s 20th anniversary as part of your messaging


Association Examples

On-site: Tweet Up Lounge

Start thinking about how your chapter can incorporate a tweet-up lounge and Twitter names on badges


Thanks

Question & Answer

Follow us @kim323

@socialsyntax@SIMint

All images in this presentation are from http://office.microsoft.com/en-us/ or are free and open source.

http://office.microsoft.com/en-us/


Presenters: Todd Nilson and Kim Karagosian

Business

Expand your chapter's reach with social media