Enhanced Social Media and Engagement Strategies Mark Eichler, SNAME David DeLorenzo, NACUBO Andy Steggles, Higher Logic

Agenda What is Social Media/Networking Website Overview: SNAME.orgSNAME.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 Guide printed 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 channels people 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   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: 

Your Magazine/Journal – How to Integrate?

What else can you socialize?

10 Tips for Engagement 1.Leverage the public networks 2.Start with a very specific, targeted campaign 3.Listen 4.Educate your membership 5.Segment and understand where your best customers are spending their time 6.Connect with your digital extroverts and rock stars 7.Launch your own platform 8.Allow time for momentum to build 9.Leverage User Generated Content (UGC) 10.Socialize Everything (abstracts, events, publications…)

higherlogic.com/snfnp  Mark Eichler  David DeLorenzo  Andy Steggles