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When trade associations go social 25 February 2015 & 12 March 2015
#FHgosocial
Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion
#FHgosocial
What is today about? • Taking the next step in social
#FHgosocial
What is today about? • Taking the next step in social • Learning what works
#FHgosocial
What is today about? • Taking the next step in social • Learning what works • Meeting your colleagues
#FHgosocial
What is today about? • Taking the next step in social • Learning what works • Meeting your colleagues • Sharing war stories
#FHgosocial
Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion
#FHgosocial
Associations and social media: what works best?
#FHgosocial
Associations and social media: what works best?
We’ve spotted four common elements that seem to lead to social success
#FHgosocial
1. Meaningful objectives
#FHgosocial
Meaningful objectives?
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What are
Meaningful objectives that are aligned with the broader objectives of your organisation.
#FHgosocial
Meaningful objectives that your board, leadership, working groups have agreed upon.
#FHgosocial
Meaningful objectives like “we want to move the needle on the XYZ directive.”
#FHgosocial
policy
Meaningful objectives like “we want to raise our industry’s profile”.
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comms
1. Meaningful objectives 2. A focus on audience
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1. Meaningful objectives 2. A focus on audience
#FHgosocial
Whom do we need to reach to accomplish our objective?
1. Meaningful objectives 2. A focus on audience
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MEPs? The Council? The general public? Our own members?
1. Meaningful objectives 2. A focus on audience
#FHgosocial
Focus on the right audience. The rest is unimportant.
1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s)
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…but please bring great content or I will ignore you.
Great content
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Great content = your proof points told through stories that are directly relevant to and relatable for your audience.
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Great content = your proof points told through stories that give your audience a reason to stay tuned.
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Great content + The right channel
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Measurable ROI
1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple
story
#FHgosocial
1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple
story
#FHgosocial
“We reached 1.5 million mums in the UK”
1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple
story
#FHgosocial
“20,000 of them engaged with our content”
1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple
story
#FHgosocial
“We engaged with 60% of the ECON Committee on Twitter”
1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple
story
#socialtrade
“The rapporteur referenced our campaign in a committee hearing”
1. Meaningful objectives 2. A focus on audience 3. Great content on the right channel(s) 4. Measurable results that tell a simple
story
#FHgosocial
Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion
#FHgosocial
#socialtrade
Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion
#FHgosocial
What is it? • A brand journalism platform that tells the emotional story
of MedTech from a people-first perspective. • We tell the stories that traditional media isn’t telling
and bring them directly to our target audience, primarily through paid advertising on facebook.
#socialtrade
Today… • Food • Brett Kobie - FleishmanHillard • Mark Redgrove - Orgalime • Shweta Kulkarni – MedTech Europe • Q&A, discussion
#FHgosocial
Qs… • How did you convince your org to get
on board? • How do you measure social success in
your org? • How should orgs new to social get
started?
#FHgosocial
There’s more to this conversation • Gathering insights from data • Creating and curating content • Facebook and Twitter ads • Practical tips for social media
management and measurement
Useful stuff coming soon to your inbox!*
*unless you don’t want it
How to reach me, Brett Kobie
@kobiebrett
be.linked.com/in/brettkobie
