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Social media and trade associations

Richard Houghton
Richard Houghton

An overview of how social media can help trade associations achieve thier membership and communications goals. Drafted by corporate communications consultancy, Aspect Consulting. www.aspectconsulting.eu

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Social media workshop 4th July 2012
Hello Richard Houghton London MD, former Chairman of the PRCA and President of ICCO Frans Green Brussels MD Sarah Wilkinson Senior Consultant, ex-Facebook PR
Next 60 minutes 1. What is social media? How is it evolving? 2. Why social media counts 3. Social media at its best 4. Building a social media programme 5. Social media and crisis communications 6. Getting started
Before we start Why might social media be important for your association? What concerns you about using social media?
Why we think you might be interested 1. Member expectations and social media activities 2. Opportunity to start debates and highlighting sector benefits 3. Owned channels to respond to issues and negatives 4. Reach wide audience 1. Members 2. Policy makers 3. Policy influencers 4. Stakeholders 5. Help with crisis communications
What is social media?
Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)
Social media and trade associations
Why social media counts
Fundamental change Changing the philosophy of information Tim Weber Editor, Business and Technology
Evolution of information consumption Fed information Newspapers/Nightly news TV & Print Seek information Search engines & online Digital search newspapers Create information Social media Mobile
EU Stakeholders 70% of MEPs and 22% of Weekly LinkedIn usage: Commission officials use Business 46% Facebook at least once a Trade associations - 57% week NGOs 61% 88% of MEPs use MEPs 20% Wikipedia at least once a month Twitter is used by 48% of MEPs
Commission http://youtu.be/RHfDuKQDO4Q
Social media at its best
Aspect examples Cable Europe Launched Twitter handle to support announcements at Cable Congress Retweeted by Neelie Kroes following her address at the Congress Created #cablecongress2012 and used by attendees,including media. More than 300 tweets during the event. 600 followers. Department of Ageing, Disability and Healthcare Launched Facebook page to raise awareness of activities and celebrate the diversity and abilities of people around Day of People with a Disability Increased attendance at events, wider circulation of Made You Look magazine, steady increase of engagements year on year Breakfast is Best Twitter handle to support launch of European Breakfast Day and drive decision makers to sign online pledge to promote breakfast eating Achieved 300 signatures for online pledge Retweets by MEPs, major nutritional organisations and NGOs
Commercial examples Dell One of the most active B2B and B2B brands on Twitter Within two years Dells revenue through Twitter was $6.5m Dell has a worldwide community of more than 3.5m through its channels Facebook, Twitter and YouTube Cisco Held launch of new router product purely through social media Launch was attended by 9,000 people 90 times more attendees Saved 42,000 gallons of gas, generated 3 times as much press and 40m online impressions One-sixth the cost of traditional launch saving $100,000 American Express Facebook page developed to support long standing OPEN Forum Campaigns ran as required, content included videos and tutorials Small Business Saturday campaign liked by 2.8 million people Posts generate on average 900 comments
Building a social media programme
Programmes Different for every organisation One size doesnt fit all
Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
Setting clear objectives Social media needs objectives like any other programme Agree how success will be measured Consider timescales Write them down!
Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives selection development
Developing a strategy Take a step back and consider Objectives Positioning of your organisation Audiences want to reach Context for conversation What you have communicated before Your traditional communications activities Member activities and opportunities for collaboration Timescales
Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
Channel selection 1. Go back to objectives who is your audience? 2. Identify the channels they are engaged on 3. Test out channels see where most engagement takes place 4. Focus effort on most successful channels
Channel selection Networking Showcase videos Thought leadership Micro blogging Driving traffic Driving traffic Sharing content Networking Showcase pictures Driving traffic Association Website Information source Networking Community building Driving traffic Thought leadership B2B Marketing Driving traffic Thought leadership Search Engine Networking Analytics Community building
Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
Resourcing and social media policy Resourcing Objectives Strategy Frequency of interaction Expertise and interest In-house or external Judgement and refine Social media policy Written, agreed and communicated before start Keep it simple Dont be stupid
Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
10 tips to develop content 1. What conversation do you want to create? 2. Think channel format 3. Text, audio or video 4. Develop a personality and write in the first person 5. Tell a story 6. Keep it concise, consistent and compelling 7. Aim to develop reputation for being subject expert 8. Link to third parties 9. Include search words 10. Know your subject and bring something new Remember ultimate objective
Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
Starting conversations Listen to relevant conversations Identify influencers in your sector Listen Analyse topics being discussed Develop your view on relevant topics and consider what you can add Develop Engage with influencers Slow and steady Engage 20% your messages 80% sharing and responding
Tools Social Media Identifying Dashboards Influencers
Building a programme 8. Refinement 6. Start 7. Monitor conversations and evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
Evaluation Review objectives and select appropriate metrics Goals Metrics Increase awareness Reach Followers Branded mentions Comments Links Drive visitors to website Visits Generate enquiries Number of enquiries and downloads Develop partnerships Visits, returns and downloads Links Member relations Visits, interactions and comments
Evaluation Sentiment analysis Measure perceptions and feelings towards an organisation Based on positive and negative social signals Can identify issues and opportunities
Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
Programme refinement Objectives Implement Evaluation Strategy & Reality Check Tactic Review Good mixture of art and science
Role of social media in crisis
Crisis reality You cant change the reputation you had before the crisis hit. Make sure its a good one Understand what your crisis could look like Plan for a crisis: have people and processes ready at the push of a button Have a social media policy in place for employees Real world crises play out over social media
Crisis preparation Preparation: Know your weak spots: be objective about the sector and organisation Have a crisis plan ready Rehearse and train Action plan Monitor Act quickly but calmly Involve senior management Take it seriously Review and refine once its all over
Aspect Consulting
Aspect services Social media strategy development 1 Full strategy and plan including resource requirements and evaluation techniques Social media team training 2 Understand how to develop a programme, work relevant tools and manage conversations Social media crisis training 3 Social media scenario training on closed network around bespoke scenario 15% discount for todays attendees
Final thought "Twitter is not a technology. It's a conversation. And it's happening with or without you." Charlene Li Founder, Altimeter Group Co-author, Groundswell
Social media workshop 4th July 2012

More Related Content

Social media and trade associations

  • 2. Hello Richard Houghton London MD, former Chairman of the PRCA and President of ICCO Frans Green Brussels MD Sarah Wilkinson Senior Consultant, ex-Facebook PR
  • 3. Next 60 minutes 1. What is social media? How is it evolving? 2. Why social media counts 3. Social media at its best 4. Building a social media programme 5. Social media and crisis communications 6. Getting started
  • 4. Before we start Why might social media be important for your association? What concerns you about using social media?
  • 5. Why we think you might be interested 1. Member expectations and social media activities 2. Opportunity to start debates and highlighting sector benefits 3. Owned channels to respond to issues and negatives 4. Reach wide audience 1. Members 2. Policy makers 3. Policy influencers 4. Stakeholders 5. Help with crisis communications
  • 6. What is social media?
  • 7. Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)
  • 10. Fundamental change Changing the philosophy of information Tim Weber Editor, Business and Technology
  • 11. Evolution of information consumption Fed information Newspapers/Nightly news TV & Print Seek information Search engines & online Digital search newspapers Create information Social media Mobile
  • 12. EU Stakeholders 70% of MEPs and 22% of Weekly LinkedIn usage: Commission officials use Business 46% Facebook at least once a Trade associations - 57% week NGOs 61% 88% of MEPs use MEPs 20% Wikipedia at least once a month Twitter is used by 48% of MEPs
  • 14. Social media at its best
  • 15. Aspect examples Cable Europe Launched Twitter handle to support announcements at Cable Congress Retweeted by Neelie Kroes following her address at the Congress Created #cablecongress2012 and used by attendees,including media. More than 300 tweets during the event. 600 followers. Department of Ageing, Disability and Healthcare Launched Facebook page to raise awareness of activities and celebrate the diversity and abilities of people around Day of People with a Disability Increased attendance at events, wider circulation of Made You Look magazine, steady increase of engagements year on year Breakfast is Best Twitter handle to support launch of European Breakfast Day and drive decision makers to sign online pledge to promote breakfast eating Achieved 300 signatures for online pledge Retweets by MEPs, major nutritional organisations and NGOs
  • 16. Commercial examples Dell One of the most active B2B and B2B brands on Twitter Within two years Dells revenue through Twitter was $6.5m Dell has a worldwide community of more than 3.5m through its channels Facebook, Twitter and YouTube Cisco Held launch of new router product purely through social media Launch was attended by 9,000 people 90 times more attendees Saved 42,000 gallons of gas, generated 3 times as much press and 40m online impressions One-sixth the cost of traditional launch saving $100,000 American Express Facebook page developed to support long standing OPEN Forum Campaigns ran as required, content included videos and tutorials Small Business Saturday campaign liked by 2.8 million people Posts generate on average 900 comments
  • 17. Building a social media programme
  • 18. Programmes Different for every organisation One size doesnt fit all
  • 19. Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
  • 20. Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
  • 21. Setting clear objectives Social media needs objectives like any other programme Agree how success will be measured Consider timescales Write them down!
  • 22. Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives selection development
  • 23. Developing a strategy Take a step back and consider Objectives Positioning of your organisation Audiences want to reach Context for conversation What you have communicated before Your traditional communications activities Member activities and opportunities for collaboration Timescales
  • 24. Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
  • 25. Channel selection 1. Go back to objectives who is your audience? 2. Identify the channels they are engaged on 3. Test out channels see where most engagement takes place 4. Focus effort on most successful channels
  • 26. Channel selection Networking Showcase videos Thought leadership Micro blogging Driving traffic Driving traffic Sharing content Networking Showcase pictures Driving traffic Association Website Information source Networking Community building Driving traffic Thought leadership B2B Marketing Driving traffic Thought leadership Search Engine Networking Analytics Community building
  • 27. Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
  • 28. Resourcing and social media policy Resourcing Objectives Strategy Frequency of interaction Expertise and interest In-house or external Judgement and refine Social media policy Written, agreed and communicated before start Keep it simple Dont be stupid
  • 29. Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
  • 30. 10 tips to develop content 1. What conversation do you want to create? 2. Think channel format 3. Text, audio or video 4. Develop a personality and write in the first person 5. Tell a story 6. Keep it concise, consistent and compelling 7. Aim to develop reputation for being subject expert 8. Link to third parties 9. Include search words 10. Know your subject and bring something new Remember ultimate objective
  • 31. Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
  • 32. Starting conversations Listen to relevant conversations Identify influencers in your sector Listen Analyse topics being discussed Develop your view on relevant topics and consider what you can add Develop Engage with influencers Slow and steady Engage 20% your messages 80% sharing and responding
  • 33. Tools Social Media Identifying Dashboards Influencers
  • 34. Building a programme 8. Refinement 6. Start 7. Monitor conversations and evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
  • 35. Evaluation Review objectives and select appropriate metrics Goals Metrics Increase awareness Reach Followers Branded mentions Comments Links Drive visitors to website Visits Generate enquiries Number of enquiries and downloads Develop partnerships Visits, returns and downloads Links Member relations Visits, interactions and comments
  • 36. Evaluation Sentiment analysis Measure perceptions and feelings towards an organisation Based on positive and negative social signals Can identify issues and opportunities
  • 37. Building a programme 8. Refinement 6. Start 7. Monitor and conversations evaluate 4. Resourcing 5. Content and policies development 1. Setting 2. Strategy 3. Channel objectives development selection
  • 38. Programme refinement Objectives Implement Evaluation Strategy & Reality Check Tactic Review Good mixture of art and science
  • 39. Role of social media in crisis
  • 40. Crisis reality You cant change the reputation you had before the crisis hit. Make sure its a good one Understand what your crisis could look like Plan for a crisis: have people and processes ready at the push of a button Have a social media policy in place for employees Real world crises play out over social media
  • 41. Crisis preparation Preparation: Know your weak spots: be objective about the sector and organisation Have a crisis plan ready Rehearse and train Action plan Monitor Act quickly but calmly Involve senior management Take it seriously Review and refine once its all over
  • 43. Aspect services Social media strategy development 1 Full strategy and plan including resource requirements and evaluation techniques Social media team training 2 Understand how to develop a programme, work relevant tools and manage conversations Social media crisis training 3 Social media scenario training on closed network around bespoke scenario 15% discount for todays attendees
  • 44. Final thought "Twitter is not a technology. It's a conversation. And it's happening with or without you." Charlene Li Founder, Altimeter Group Co-author, Groundswell

Editor's Notes

  • #4: Questions pleas ask as we go.Big subject and lots to cover but need to be clear as we goList on flipchart
  • #5: Flip chart and pens
  • #11: How it is found?How it is shared?InstantInternational
  • #12: Mobile makes social instant and easy472 million smart phones sold in 2011(Gartner)297 million in 201058% increase year on yearDriving growth of social media1. Journalists, 24 hour/weekly news cycle, One way communication2. - Journalists + readers, Rolling news cycle, Limited interaction3. - Journalists + consumers + activists + government + business, 24 -7- 365, Instant and mobile, Little or no editorial control, CONVERSATIONS
  • #13: According to research released by ComRes and ZN at the European Commission on May 10, 70% of MEPs use Facebook at least once a week for professional purposes, while only 22% of European Commission officials do likewise.Methodology: ComRes surveyed 102 MEPs in February 2012 by self-completion postal questionnaire and online. Data were weighted to be geographically and politically representative of the European Parliament. ComRes also surveyed 258 Brussels Influencers in November 2011 online. ComRess research complies with ESOMAR guidelines.
  • #16: Amex in 2010, American Express and FB team up for Small bus sat encourage shoppers to shop small and support small biz. Amex and FB offered free advertising to 10,000 business owners who signed up to participate. Now have more than 1,000 people talking about the benefits of OPEN through FB
  • #17: Amex in 2010, American Express and FB team up for Small bus sat encourage shoppers to shop small and support small biz. Amex and FB offered free advertising to 10,000 business owners who signed up to participate. Now have more than 1,000 people talking about the benefits of OPEN through FB
  • #29: Pull up DADHC Facebook pageTalk thruNeed to cover the following areas:Opinion - personal opinion and not that of the companyCommon sense - dont publish any opinions on the association or its members that you arent happy to say to your colleagues and peersIdentity - open and honest about who you work forRespect copyrightsDont misuse association resources
  • #31: Could we do two examples here one really bad post and one really good and then talk around these points instead of listing them?
  • #41: Can you prepare for a crisis? Yes. During a crisis, youll draw on good or bad will that you have not just with customers, but with any interested party in your business. Make sure its goodwill you have banked. Example: Nestle. Who would believe Nestle over Greenpeace during the KitKat / Palm Oil issue? Greenpeace always had the upper hand.Some of the most serious crises are offline issues thats provoked the crisis viral videos, Twitter storms, visible discussions over Facebook all mean word spreads in minutes. Dont silo social media, or expect that you can control it. You cant but you can contain a crisis. Work out what your crises might be. (and where possible, avoid them). Nestle ended up agreeing to re-assess its sourcing of Palm Oil how much heartache could have been prevented if it had done this ahead of the issue breaking?