This document outlines an agenda for a presentation on using social media strategically. The presentation will cover statistics on social media adoption, challenges for marketers in measuring ROI, and how social CRM can help address those challenges. It provides examples of how associations can apply social CRM to goals like member recruitment, retention, and engagement. The presentation will include a Q&A portion to address questions submitted in advance or during the open session. Overall, the presentation aims to demonstrate how social CRM aligns social media activities with membership management and marketing goals.

1. www.socialfish.org

2. AGENDA
PART 1
• Statistics - association social media
• Challenges for marketers
• How Social CRM can help
• Some examples
PART 2
• Questions submitted in advance
PART 3
• Open Q&A

3. POLL: WHO’S HERE?
I consider my organization to be…
• New to social media
• Comfortable, but still experimenting
• Using social media strategically
• A fully integrated social business

4. CURRENT STATISTICS (NOV 2012)
Source: The Realtime Report

5. ASSOCIATION SOCIAL MEDIA
SURVEY
Collaboration of:
 Association Trends
 Qrisp Research

6. BENCHMARKING RESULTS
Report provides group averages that allow associations to compare activity
against peers:
 Large National Associations
 Medium National Associations
 Small National Associations
 Large Regional Associations
 Small Regional Associations

7. METHODOLOGY
330 associations selected from among 15,000 associations
included in Association Trends’ association directories.
Selected associations in five broad categories:
 National > 100 staff (all)
 National 10 to 100 staff
 National < 10 staff
 Regional > 100 staff
 Regional < 100 staff

8. METHODOLOGY
(CONTINUED)
Facebook, Twitter, YouTube
Identified primary account for each organization
Compiled publicly available information:
 Facebook: Likes, Talking About, and Were Here data
 YouTube: Channel Views, Upload Views, Subscribers data
 Twitter: Tweets, Following, Followers, Listed data

9. ADOPTION BY SUBJECT MATTER
Facebook Twitter YouTube
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

10. ADOPTION BY MEMBER TYPE

11. OVERALL ADOPTION

12. A BASIC TRUTH
As organizations, we’re not very good at measuring business results
for social media activity.

13. CHALLENGES FOR MARKETERS
The State of Social Media Marketing Survey 2012 by Awareness concludes:
There is misalignment between Business Objectives, Measurement
Methodologies and Social Marketing Investment
• Biggest challenge – 57% of marketers say it’s MEASURING ROI
• 50% want tighter integration between social and the rest of marketing
and overall business
• 54% do not have an allocated budget for social marketing

14. POLL QUESTION: WHAT’S YOUR BIGGEST
CHALLENGE?
• Not able to measure ROI
• Not enough integration of social media throughout the organization
• Having no allocated budget for social media marketing
• Not knowing what our social media goals should be
• Not using social media yet
• Other

15. CAN SOCIAL CRM HELP?

16. Social Customer Relationship Management (SCRM)
“A philosophy and a business strategy, supported by a technology
platform, business rules, workflow, processes, and social
characteristics, designed to engage the customer in a collaborative conversation
in order to provide mutually beneficial value in a trusted and transparent business
environment. It’s the company’s [programmatic] response to the customer’s
ownership of the conversation.”
- Paul Greenberg

17. WHITE PAPERS www.socialfish.org/whitepaper

18. WHAT IS SOCIAL CRM?
Philosophy & business
strategy
Processes
Technology platform
& workflow
Stakeholder Trust &
Member Value
Engagement Transparency

19. WHAT IS SOCIAL CRM (FOR ASSOCIATIONS)?
Social CRM is the discipline of applying social media data
to membership management.

20. Social CRM is the way to get to the return on
investment (ROI) of our social media activities.

21. SO HOW DO WE START?
STEP 1: START CHANGING THE CONVERSATION
Away from social media (Facebook, LinkedIn, Twitter)
To Social CRM (social data applied to membership management)

22. STEP 2 – IDENTIFY MARKETING GOALS
Recruit Retain Serve
Outreach
Members Members Members

23. SALES/PROMOTION EXAMPLE

24. SALES/PROMOTION EXAMPLE

25. RETENTION EXAMPLE
ORIGINALLY POSTED IN THE SOCIALFISH THINK
TANK. HTTP://THINKTANK.SOCIALFISH.ORG

26. LEAD GENERATION EXAMPLE

27. INFLUENCE SCORING EXAMPLE
ORIGINALLY POSTED IN THE SOCIALFISH THINK
TANK. HTTP://THINKTANK.SOCIALFISH.ORG

28. RETENTION EXAMPLE

29. ENGAGEMENT EXAMPLE

30. ENGAGEMENT EXAMPLE

31. ENGAGEMENT EXAMPLE

32. ENGAGEMENT EXAMPLE

33. ENGAGEMENT EXAMPLE

34. ENGAGEMENT EXAMPLE

35. OUTREACH EXAMPLE

36. WHAT DO THESE ALL HAVE IN COMMON?
It’s not about the tools…
…it’s about aligning your social media activity with your membership
management goals and your MARKETING goals.

37. SUBMITTED QUESTIONS – GETTING STARTED
TYPE OF ORGANIZATION
• How effective is social media for small associations?
• How do you leverage social media when your organization is a global
one?

38. SUBMITTED QUESTIONS – GETTING STARTED
GOALS
• How do we measure success?
• What do you think is the most effective social media tool we have for
societies?
• What tips would you provide for efficiently using social media in
conjunction with the Society’s website?
• How do we choose between Twitter/Facebook/LinkedIn?
• How do we reach our target audience on social media?

39. SUBMITTED QUESTIONS – GETTING STARTED
ENGAGEMENT TACTICS
• Tips on how to make social media posts more visually interesting?
• What is the best way to encourage members to join your social
network?
• What's the best way to get your followers interacting on your Facebook
or LinkedIn page?

40. SUBMITTED QUESTIONS – GETTING STARTED
INFRASTRUCTURE
• How much time does one realistically have to be prepared to invest (per
day or per week)?
• Who do you recommend is responsible for a journal's social media
presence: Editors/Editorial Staff/Society staff? What expertise is
needed?
• What tools to manage multiple departments on multiple social media
networks?

41. SUBMITTED QUESTIONS - INTERMEDIATE
RECRUITMENT
• How can you use social media for membership recruitment of the
younger generation?
• How does social media help to acquire extremely busy people?
• How do you directly recruit non-members using social media?
• What are the things an Association can offer to attract memberships
through the web (discounts, etc)
• What are some strategies for turning 'followers' into members?
• What are the most effective social media marketing campaigns/tactics
for conferences?

42. SUBMITTED QUESTIONS - INTERMEDIATE
MEASUREMENT
• What is the baseline social-media presence needed to get your program
going?
• What are the benchmarks for and measures of success with social
media outreach?
• How to increase the scope of your social media platforms?
• How can we best track how many members joined through social media
campaigns?

43. SUBMITTED QUESTIONS - ADVANCED
• When is it NOT worth implementing social media?

44. RESOURCES
• Olivier Blanchard – Social Media ROI
• Brian Carter – The Like Economy
• Christopher Barger – The Social Media Strategist
• Ann Handley – Content Rules
• SocialFish white papers – Social CRM for Associations & the
ROI of Social CRM: 12 Forward-Looking Use Cases
[handouts]
• SocialFish Be A Social CRM Hero series – How to Apply
Social to Marketing and Membership Recruitment [handout]

45. QUESTIONS?
THANK YOU
Maddie Grant, CAE
Twitter: @maddiegrant
maddie@socialfish.org
www.sociafish.org