Tying Online Social Networking to Membership
Wednesday, April 24
• Smartphone adoption
• Optimizing content for social sharing
• Real-time
• Limitations
The Mobile Imperative
Trends
• Vine
• YouTube
• How to evaluate/allocate resources to new platforms
Proliferation of Platforms
Trends
• Promote on the timeline
• e-commerce integration
• Share buttons
• Link to unique URL
“Join” Tab on Facebook
Acquisition
• Tie to social platform
• Offer during slow periods
• Follow-up with tailored campaign
Special Promotions
Acquisition
• Highly targetable
• Sidebar vs promoted posts
• Offers/Apps
• On the fly budget
Facebook Advertising
Acquisition
Strategic Contests
• Raise awareness, create buzz
• Thread mission messaging into theme
• Photo, video, trivia, scavenger hunt, Pinterest
• Prospect data capture
Acquisition
• QR Codes
• Email Sign Up
• Surveys/Polls
• Mobile opt-in
AcquisitionOther Data Capture Strategies
Member Promo Reel/Spotlight
Retention
Highlight Member Only Events
Retention
• Share a favorite memory
• Why do they support?
• Ask them to make the ask
Encourage Members to Share
Retention
Retention
• Login protected content vs “open” members pages
• Customer service is expected
Members Only
Retention
• Tell the story behind why members matter
Public “Thank You!”
