alison billings katherine black molly donahue sarah smith eleni vanroden the alamance county area...
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ALISON BILLINGS
KATHERINE BLACK
MOLLY DONAHUE
SARAH SMITH
ELENI VANRODEN
The Alamance County Area Chamber of Commerce
Overview
ProblemResearchCampaign Plan, Goals, and ObjectivesStrategy and TacticsTimetable and BudgetEvaluationPitch
Problem Goals
Chamber members see less value in their membership
Members feel less connected
Chamber must improve its position among other local chambers
To implement a social media campaign incorporating the Chamber’s Carolina Corridor brand
Improve networking and professional business practices
What the Chamber is seeking…
Research Questions
1. What forms of social media do you use on a regular basis?
2. Would social media enhance Chamber-to-member communication as well as member-to-member communication?
3. Do members feel connected with the Chamber?
4. Are members actively involved with the Chamber?
5. Do members value their Chamber membership?
6. Do members use the services provided by the Chamber?
Research Methods
Primary Method Quantitative survey
Supplemental Methods In-depth interviews General social media
research In-depth research on the
Chamber
SurveyMonkey
Research Findings
I feel like the Chamber should be offering more benefits to its members.
10%
25%
50%
15%
Chamber Offerings
Strongly Agree Agree
Neither Disagree
Research Findings
45%
50%
5%
Member Communication
Strongly Agree Agree Neither
It would be beneficial to my business if I could easily communicate with other members from the Chamber.
Research Findings
5%
20%
35%
40%
Website Visits
Strongly Agree Agree Neither
Disagree
I visit the Chamber’s website weekly.
Research Findings
Linked
In
Blogg
ing
Discuss
ion B
oards
Faceb
ook
YouTube
RSS Fee
dsOth
er012345678
2
3.22
1.9
3.89
5.4 5.5 5.38
7.22
Social Media Technologies
Social Media Technologies
Social Media
Res
pon
se A
vera
geWhich of the following forms of social media technologies would you like to see the Chamber use to reach out to its members.
Research Findings
41%
35%
18%
6%
Effective Social Networking
Agree Neither
Disagree Strongly Disagree
I believe social networking sites are an effective way for businesses to connect.
Research Findings
35%
53%
6%6%
Chamber Social Networking Site
Agree Neither Disagree
Srongly Disagree
I believe my business would benefit from a Chamber social networking site.
Research Findings
Based on the response to our quantitative survey, it is clear that implementing social media would add value to Chamber memberships.
Limitations & Future Research
LimitationsSurvey design and distribution
Future ResearchMore in-depth research with larger-scale surveyBetter construction of questionsSurvey availability Qualitative and quantitative methods
Overall Plan
To create an effective social media campaign that involves members and incorporates the Chamber’s current brand and ideals.
Goals
To maximize ways to foster communication with its members
To enable members to network with each other in a more technological and modern manner
To promote and integrate social media use between the Chamber and its members
To foster faster and more effective communication
To provide value add to members
Objectives
To engage at least 25 percent of the Chamber membership base in social media tactics
To enhance communication among members through social media tactics
To boost Chamber standing among competing Chambers
To increase the Chamber’s overall membership
Strategies
Enhance communication
Better utilize social media
Engage members for network and business purposes
Create an effective and professional launch for social media
Educate members
Tactics
Four Phases
1. Public Relations
2. Media Traditional and Non-Traditional
3. Rewards
4. Social Media
Tactics: Public Relations Phase
Promotion of Chamber and “Are You In?” Campaign
Kick-off event
Themed information sessions
Business before and after hours
Traditional Non-Traditional
Teaser advertisementsOnline advertisementPress releasePublic Service
AnnouncementFact Sheet
“Are You In?” eventsStickers and Bumper
StickersMonthly information
sessionsBuzz/word of mouth
Tactics: Media Phase
Tactics: Rewards Phase
Member connection contestsIncentives
Networking Tangible Prizes
Portfolio/Laptop bag Mouse Pad
Tactics: Social Media Phase
Members Only Page Discussion Board How-To YouTube video LinkedIn Facebook Twitter Word Press blog Events Calendar Personal Business profiles and list of all Chamber
members
Discussion Board
Examples of Topics
What is your business doing to stay afloat during the country’s economic downturn?
How have you incorporated social media into your business efforts?
Budget: Traditional Media
Teaser Advertisements: Rates provided by the Burlington-Times News:
Sundays: $210.20 x 7 weeks = $1,471.40 Mondays: $207.20 x 7 weeks = $1,450.40
Online Advertisements: $0Press Release: $0Public Service Announcements: $0Fact Sheet: $0
Budget: Non-Traditional Media
“Are You In?” Events: 3 events x $250 per event = $750
Stickers/Bumper Stickers: 800 Oval Bumper Stickers at $80.99 per package of
50 = $1,295.84
Member-Only Information Sessions: $0
BUZZ: $0
Budget: Social Media
Members Only Page Including Discussion Board and Member-to-Member
Calendar: $5,000
Timetable
September 14, 2009: Kick-off event
Four themed Members-Only information sessions
Two Business After-Hours Events
Media pitching and release schedule
February 15, 2010: Six-month evaluation
Evaluation Criteria
Determine whether at least 25 percent of membership base is involved in social media tactics provided by the Chamber
Engage
Educate
Inform
Evaluation Methods
Website hits
Media monitoring and clippings
Headcounts and distribution quantities
Individualized evaluation