nasba social media 2012

PARTHENON

Nicole Provonchee, VP

SOCIAL MEDIA STATUS & NASBA CASE STUDY

www.parthenonpub.com | 615.627.2225 | nicole.provonchee@parthenonpub.com

Web Development

We help our clients grow through engaging communications

Magazines

Social Media

Parthenon Publishing

Mobile

Newsletters

Smart Phone Apps

SEM/SEOEmail

Content Management

Social Media Today

TechnologyIsShifting

AppsNews

Socialize

Phone Smartphone

Social Media

CompaniesMustParticipate

68% CMOs

“challenged”

by social media

Our Process

Too few companies take the time to develop a planthat matches social media strategies to business objectives

Place engaging content.Interact consistently.

Define business objectives.Select platforms.

Listen to conversations.

Identify audiences.

Measure against metrics.Continue, improve or

eliminate.

Listen&

PlanDefine Implement Measure

Social Media Access

Multiple Screens

Anytime. Anywhere.

65%of Americans

will have smart phoneand/or tablet

by 2015

Sources: In-Stat, Pew Research, Velti

91%of Americans

have access to a computer

60%of Americans

planned to use their smart phone to interact during the

2012 Super Bowl

Daily active users

Prefer to connect w/brands on FB

Use mobile to access

Visitors like <10 brands

Active User on Facebook

Facebook Facts

Source:www.facebook.com80%

483 Million

425 Million

845 Million

*Stats from December 2011

Brand followers are under 35

Visitors follow <10 brands

Unique visitors per month

Total accounts on Twitter

Active on mobile devices

Source:www.twitter.com

Twitter Facts

400 Million

200+ Million

Use site for professional networking

Participate in group discussions

Check site daily

Belong to at least 1 group

Active User on LinkedIn

LinkedIn Facts

Source:www.linkedin.com52%

135 Million

+1 Male Users

Top US brands have page

Active Users

Registered Users

Engineer, Web Developer/Programmer, Teacher, Writer

90 Million

Source:www.google.com

Google+ Facts

26 Million

Top Professions

Average Monthly Time

7 hours, 46 minutesFacebook

2 hours, 53 minutesAOL Media

2 hours, 12 minutesYahoo

1 hour, 48 minutesGoogle

1 hour, 44 minutesMSN, Windows Live,& Bing

1 hour, 41 minutesYouTube

Neilsen data Q3 2011

{The Rest

Social Comparison

+160% of Twitter users also use Facebook 3+ hours per week

Of LinkedIn users, 46% also have Twitter

& 79% have Facebook

LinkedIn is top choice for journalists

Most important socialnetworking tool:

59% LinkedIn

58% Twitter

55% YouTube

53% Facebook

Google+ and Facebook have highest mobile

reach & highest app usage

1. Evaluate which tools are best for your

audience(s)

2. Start slow and maintain before you

expand

3. Remember: Consistent relevant content

4. Benchmark. Stalk your competitors

5. Interaction is key. Do not just broadcast

6. Respond to positive AND negative posts

Social Comparison

Do’s

1. Think of social media as “free” marketing

2. Forget to use metrics. The data will literally

tell you what is and is not working

3. Post before you think

4. Let days pass before you respond

5. Blatantly market yourself or your services

6. Forget you need a personality!

Don’ts

• Extend & Strengthen NASBA brand• Grow Learning Market/Registry

Objectives

Challenges

The NASBA Story

• Different messages to audiences: CPAs, CPA Candidates, Boards

• Limited resources• Current Facebook site reaching

students

Solutions

The NASBA Story

1. Benchmark best practices

2. Create social media plan, identify best platforms

3. Create NASBA Talks on FB and TW

4. Use paid ads to drive traffic

5. Map out & coordinate content

6. Broadcast then engage

7. Include blog on new site

8. Review metrics & revise

Former NASBA Activities

Content focused on CPA Candidates

Participation skewed to Candidates

LinkedIn was limited, Targeted employees

Content posted was NASBA focused

NEW NASBA Activities

NASBA(for CPA Candidates)

NASBA Talks(for CPAs)

GROUPfor CPAs

GROUPfor Learning Providers

blogALL

audiences

adsTARGETLPs & CPAs

NEW! NEW!NEW!

NEW! NEW!

NEW NASBA Activities

GROUPfor CPAs

GROUPfor Learning Providers

blogALL

audiences

adsTARGETLPs & CPAs

Create content for CPAs, place on their platforms

Consistently post relevant content

Drive audiences to website & blog

Use ads to build audiences & traffic

Engaging Audiences

ENGAGED AUDIENCE 4. . . .

. . . .

Blogs, white papers and case studies continue to

position NASBA as experts

SMEs offer insights into trends and news

TraditionalThought

Leadership

Social Media tools expand reach of information, encourage engagement

. . . .

. . 2LinkedIn & Google ads build new audiences and drive traffic to NASBA & Learning Market

ads. . . .

Facebook

1. Content targets each audience

2. Some content can be shared

3. People are stingy with “Likes” - Impressions are the new metric

4. Photos and videos rank higher

5. More interaction on CPA student page

Expanding Facebook

Creating LinkedIn Groups

1. Strong tool to target CPAs and Learning Providers

2. Longer discussions posted in groups prior to launching blog

3. LP Group Goal: Drive traffic to Learning Market

4. Used LinkedIn ads to kickoff membership

Twitter

Expanding Twitter

1. Content targets each audience

2. Works best for news, especially breaking news

3. Drives traffic to NASBA and other sites

4. Links & hashtags included throughout posts

Website & Blog

Driving Traffic to NASBA

1. Social media platforms push visitors to NASBA.org

2. Social media platforms promote features and blogs

3. Goal: Visitors dive deeper into website, explore NASBA offerings

4. Increased traffic improves search results

Results

Social mediaaccounts for

11%of all traffic to

NASBA.org

Pages/Visit Time on Site

The Impact of Social on NASBA.org

6.19 13:07

3.76 4:19

4.05 3:29

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nasba social media 2012

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