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In today's tech driven environment, there are an array of communication outlets that you can utilize to interact with others. From your organization website to your monthly newsletter to your social media sites, the means by which you can reach your members on a daily basis are endless. With this in mind, it is no surprise that in order to effectively interact and engage with those who matter most to your association, you must find new ways to share information. This webinar will give you a place to start sharpening your social media skills by providing you with 4 simple steps to help your association tackle Twitter.
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4 Simple Steps to Help Your Association Tackle Twitter & Increase Member Engagement
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Session Agenda
• Maximize your presence
• Strategy & Plan
• Take Action
• Measure & Adjust
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
About Me
• Curt Moss, Senior Product Marketing Manager @ WebLink
• 12 years at member-based orgs – Las Vegas Chamber of
Commerce – Chapter of National Safety
Council • 7 years @ WebLink
– Faculty for W.A.C.E. – Present at association and
chamber conferences
linkedin.com/in/curtmoss @curtmoss
linkedin.com/company/weblink-international @WebLink
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
About WebLink
• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
About WebLink
• Association Management Software
• Website Design & Development
• Non-Dues Revenue Programs
• Partner in Your Success
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
WebLink Websites
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database & website
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
About WebLink
• iPad app for mobile commerce
• Integrated credit card reader
• New member sales
• Event registrations
• Pay open invoices
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
WebLink Blog
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Why bother using Twitter?
“Even if you’re on the right track, you’ll get run over if you just sit there.” - Will Rogers
Fish where the fish are.
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Twitter Stats Total number of active registered Twitter users 650,000,000+
Number of new Twitter users signing up every day 135,000
Average number of tweets per day 500,000,000+
Number of Twitter search engine queries every day 2,100,000,000
Number of active Twitter users every month 241,000,000
Percent of active Twitter users on mobile 76 %
Number of tweets that happen every second 5,800
Sources: Statistics Brain, Twitter, Huffington Post, eMarketer
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Twitter = Big Deal
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
How Can Twitter Benefit Your Organization?
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Extend Your Reach
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Improve Your Value
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Increase Member Engagement
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Grow Your Membership
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Maximize Your Presence
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
• Profile image • Header image • Bio • Location • Website/Facebook • Design • Account settings
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Examples
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Strategy & Plan
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
What is your strategy for...
• Newsletter
• Events
• Website
• Blog
• Mailers
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Relevant & Useful Information...
• Business issues
• Government advocacy efforts
• Organizational programs
• Benefits
• Events
• Educational or community topics
Use Twitter for the same things! (and more)
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Establish Your Purpose (Goals)
• Retention • New member sales • Generate website traffic • Event attendance • Connect businesses • Highlight government
affairs items • Industry/community
awareness
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Define An Audience
• Members • Prospective members • Geographic area • Industry experts • Interested others • Follow them!
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Build Your Network
• Find your audience • Follow them • Post valuable content • Share others’ content • Connect and engage • Inspire ideas &
responses • “Listen”
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Create a campaign strategy
• Create editorial calendar for posts (Plan!) – Date, topic, link, author,
target audience
• Add link/icon/widget on your website to Twitter page
• Email signature • Reward users for
following you or sharing your posts
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Sample Twitter Calendar Date Type of
post Topic Text Link/Media? Goal
4/15/2014 Promotion Annual Dinner
Early bird registration ends tomorrow for the annual dinner.
Registration page for event
Event attendance
4/16/2014 Answer Benefits Looking for ways to save money for your biz? Check out our exclusive member discounts.
Benefits page Member sales
4/17/2014 Question Business Needs?
Take our 1 minute poll: What’s the biggest challenge facing your business?
Poll page on website
Retention
4/17/2014 Inside Look New office space
Get a sneak peak at our new office digs!
Photos of new office
Awareness, engagement
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Content for Tweets
• Events – 3-5, spaced out before event (maybe more)
• Photos during/after event • Blog posts – 1
immediately, 1 a week or two later
• “Breaking” news about industry or community
• Legislative issues – 1-3 before votes, 1 after (maybe more)
• News articles on your site or about your org
• New members • Articles about members • New staff
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
It doesn’t have to be all yours!
• Valuable industry or community information – Local news outlet – National or local
association – Industry experts
• Replies to others • Retweets
• 80/20 rule – 1 post sharing your
content – 4 posts sharing others’
content, retweets, replies
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Take Action
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Create & Share Great Content
• Use content as question prompts
• Answers to common questions
• Blog posts • Events • Photos & videos • Industry/community
news • Research, case studies,
whitepapers
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Create & Share Great Content
• Understand your audience
• Connect with them • Give them information
they want & need • Use emotion
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Keep It Short(er)
• Tweets under 100 characters get 17% higher engagement (Buddy Media)
• Tweets with 120-130 characters have highest click through rate (Hubspot)
• Include enough info to get the point across
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Keywords for Tweets
• How will people find you?
• Use words your audience would use
• Use geo terms – City – Region – State
• Avoid acronyms
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Reply!
• When members or followers ask you questions, reply!
• Direct messages (DM) may be better sometimes
• Lets them know you’re paying attention
• Other users can see how much you engage your followers and other Twitter users
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
#Hashtags
• Way of “tagging” posts to be found later.
• search.twitter.com • Create them for events
and major initiatives
#too #many #hashtags #is #very #overwhelming #for #other #users
• Use others’ hashtags in your posts
• Don’t use more than two
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Creating & Sharing Great Content
• Informative – Expertise – Tips – Insight
• Different – Personality – Fresh Take – Surprises
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
“Use” your members
• Who has a big following on Twitter?
• Find ways to engage them to talk about you
• Their followers work for businesses, too!
• Reach the next level
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Tell a story
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
11 Tweet Templates to heighten user engagement and interaction
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
1. The Question
• Use content as a question prompt
• Post a link, ask a related question
• “How do you feel about…”
• “How will this impact your business?”
• “What’s your experience with…”
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
2. The Answer
• “What’s the association’s position on [issue]?”
• When does the [industry] report come out?
• How often are certification classes offered?
• Include a link!
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
3. The Retweet
• The “email forward” of Twitter
• Allows your followers to see someone else’s content on your timeline
• You’re saying “this is valuable to you.”
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4. The Promotion
• Contests • Giveaways • Special promotions for
events
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
5. The Inside Look
• Behind the scenes, sneak peeks
• Interesting internal content
• “Exclusive” in-house content/activities.
• Include photo & videos to increase engagement
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
5. The Inside Look
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
6. The How To
• Similar to answers, but more direct
• Instructions to get something done
• Implies “easy”
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
7. The Survey
• Share the results later • Thank members who
completed the survey (phone, email, letters)
• Ask your members’ & followers’ opinions
• Connect to benefits and value
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
8. The Statistician
• Use a number to attract attention
• “Top X Ways to …” • “90% of SMBs use X, do
you?” • Relate the stat to what
your audience values
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
9. The @reply
• Engages your audience • Lets them know that
you’re paying attention
• Resist the urge to “sell” • Have a conversation
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
10. The Mention
• “Tagging” another Twitter user
• They receive notice that you mentioned them
• Can increase their followers, drives engagement
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
11. The Listener
• @replies to someone you’re not following
• Search for a keyword • search.twitter.com • 3rd party applications
– Hootsuite – Tweetdeck
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
11. The Listener
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Twitter Cards
• Additional information when someone shares your content
• Append to blog posts, news articles, event pages.
• Summary card • Summary card with
large image • Photo card • Gallery card • Player card
(video/audio) • Product card
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
https://dev.twitter.com/docs/cards
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
When and how often to post
• 3-5 times per day • Create a calendar • Schedule some posts
• Tweet on weekends, too
• Experiment
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
When is the best time to Tweet?
• Engagement for brands is 17% higher on weekends
• Retweets have been shown to be highest around 5:00 pm.
• For click-throughs, the best times seem to be around noon and 6:00 pm
Source: http://www.huffingtonpost.com/belle-beth-cooper/a-scientific-guide-to-pos_b_4262571.html
Source: http://www.mediabistro.com/alltwitter/social-best-times-post_b49546
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Source: http://www.bitrebels.com/social/best-time-to-post-on-twitter-facebook-infographic/
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Which Tweets Get the Most Engagement? (Twitter study)
Retweet boost: • Photos – 35% • Videos – 28% • Quotes – 19% • Number/stat - 17% • Hashtag – 16%
Source: http://www.clickz.com/clickz/news/2335489/twitter-study-which-tweets-get-the-most-engagement
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
How To Write The Perfect Tweet
• Amplify • Engage • Convert
• Is it interesting and
readable? • Is it interesting enough to
click? • Is it compelling and built to
be retweeted?
Source: http://www.linkedin.com/today/post/article/20140319110058-1897408-how-to-write-the-perfect-tweet
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Management, listening & influencer tools
• Hootsuite • TweetDeck • Buffer • Radian 6/Salesforce • trackur • Klout
• Google “social media
monitoring software”
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Mention
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
ManageFlitter
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Demographics Pro
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Twazzup
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Measure & Adjust
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Insight & Analytics
analytics.twitter.com
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Website Traffic
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
What were your goals?
• Retention • New member sales • Generate website traffic • Event attendance • Connect businesses • Highlight government
affairs items • Industry/community
awareness
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Bonus Tip – For your members
Add members’ social media links on their listing on your website. Connect them with potential customers.
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Use your AMS to store members’ profile data
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Opening Remarks – DJ & Terry
Coming up: 3 Questions
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Opening Remarks – DJ & Terry
WebLink Recap: An Integrated Solution
• ONE web-based centralized database
• Prospects, members, non-members and all reps in same system
• Financials, events, email, committees, website, reporting
Central DB
Financial System
Website
Email Marketing
Members
Events
Prospects
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Opening Remarks – DJ & Terry
Association & Chamber Websites
• 500+ client websites • WebLink Local business
directory drives 67% increase in traffic from organic searches
• Adds value for members • Non-dues revenue • Responsive website design
– automatically looks great on all devices
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Opening Remarks – DJ & Terry
WebLink Website Management System
• Very easy to add pages and edit content
• Drag and drop new content sections
• Quickly modify the navigation menu
• Easily add photos, videos, buttons, documents, blog posts and more
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Opening Remarks – DJ & Terry
3 Questions
Please answer these to receive a copy of the presentation.
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
Webinar Summary
• Great content • Right audience • Right time • Right channel • Ways to respond • Ways to share • Engage your audience • Stand out from the
crowd
4 Simple Steps to Help Your Association Tackle Twitter and Increase Member Engagement © WebLink International
“Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin
WebLink International 3905 Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com
Curt Moss
Senior Product Marketing Manager [email protected]