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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 [email protected]
David DeLorenzo [email protected]
Andy [email protected]
