get ready, set, engage! using social media to connect with your members
DESCRIPTION
Social media can be leveraged to help chapters connect with their members--all around such common goals as increasing awareness, gaining members, or highlighting chapter events.TRANSCRIPT
Get Ready, Set, EngageUsing Social Media to Connect with Your Members
Join our conversation:
#AIAGR-SocMedia
We’ve started a conversation and will continue it after the panel. Chime—or “tweet”—in!
What Is Social Media?
Presenter: Sybil Walker BarnesAIA National
What is social media?
An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.
- Wikipedia
Put another way, it’s the millions of conversations taking place online every day, all day.
What’s the big deal?
New technologies are changing consumer (member) behavior.
Shifted from a one-way conversation
No longer communicating in a tunnel where only one person benefits
Now everyone is a publisher
What sites comprise social media?
Why should my component care about social media?
Reason #1: Because 3 out of 4 Americans use social media(Forrester, The Growth of Social Technology Adoption, 2008)
Reason #2:Because visiting social sites is the fourth most popular online activity(Nielsen, Global Faces and Networked Places, 2009)
Why should my component care about social media?
Reason #3:Because time spent on social sites is growing at three times the overall Internet rate(Nielsen, Global Faces and Networked Places, 2009)
Reason #4:Because social media is like word of mouth on steroids
LinkedIn Case StudyBoston Society of Architects
Presenter: Karin Broadhurst
What is it? Professional networking (rather than social)
Business oriented
An online resume
Why use it? Create a contact network (yours plus access to your contacts’ contacts)
Find jobs, people, and business opportunities
Cultivate a talent pool
How is the BSA using LinkedIn?
LinkedIn Groups and Subgroups: like the old BSA network, but online (& international)
Post news and discussion questions
Send group messages
Share files
Groups: Things to Consider Who can join? (members? industry folks? everyone?)
Monitoring posts
Who manages it? (staff? volunteer members?)
Facebook Case StudyAIA | DC
Presenter: Jennifer Motruk-Loy
What is it?
Imagine LinkedIn as you in a suit, networking, professional.
Facebook is you in business casual, or weekend casual dress, chatting and sharing things you have in common with others.
Twitter is you in track shoes, trying to keep up or just keep ahead...
How does Facebook work?
It’s a social networking web site where users can add friends and send them messages and update their personal profiles to notify friends about themselves.
Additionally, users can join networks organized by city, workplace, school, and region.
Users can join and create up to 200 groups (formatted as pages) as members according to their interests or areas of expertise. The Group will appear in the search results of Facebook if the group is on ‘public’ view.
Users can choose to become a fan of pages according to their interests to connect and interact with other strangers that can become connections.
Washington chapter AIA case study
AIA | DC established a Facebook page in summer 2008 to garner more recognition and raise awareness of the Chapter’s activities and to promote membership, educational opportunities, and special events.
We also created DesignDC 2009 for a conference but will consolidate both this year.
On Facebook, both groups are classified as:
a Group > specifically an Organization
Currently, with 446 “members,” which continues to grow daily.
Group: Organization
Members
Info
Discussions
Photos
Events
Video
Admins
Officers
Members (profiles)
Events
Settings
AIA|DC use and successful applications of Facebook tools
For visibility and cross-marketing of programs, events Calls for entry to competitions Registration for classes and events Showcasing award-winning projects in a virtual gallery
For generating dialogue between members Introducing members to each other ‘Meeting’ new members or colleagues in other regions Generating an informal “Job Bank”
Reaching out to younger generation constituents Mobile communications / link to web site blogs and Twitter
What has Facebook done for AIA | DC?
We’ve garnered a spot on this discussion panel! We’ve connected with constituent members that we don’t otherwise interact with on a regular basis We’ve spread the word on DesignDC and have elevated recognition of AIA | DC in search results It has made us seriously review and revise our strategic marketing planning for 2010 and beyond!
How do you know if it’s right for your component?
Is your component small or large? Will you potentially grow to have more than 5,000 Facebook fans or members?
Do you need a new way to communicate to and engage with your constituents?
Is your web site static? Do you want to incorporate interactive media in an easy way?
Is there someone who can dedicate the time and consistency to update and maintain the page?
Facebook best practices for AIA components
Visit and join other groups to learn about the functionality and best applications for your component Display a clear representation of your brand / chapter Use multiple administrators to keep information current and relevant Link to other social media / traditional online communications via web site feed, blogs, Twitter, etc. Showcase upcoming events; take RSVPs and link to event sites Post component event documentation via photos or videos Generate discussions and forums for sharing best practices, new information on business developments Survey group members for suggestions, committee participation or for leadership involvement
Facebook best practices for AIA components > more
Include a Facebook link to join the Group on the home page of your web site Link your web site blog to your Facebook page and to your Twitter account so you’re updating in one place and aggregating information for your members Always include event links / links for more information and shorten via http://bit.ly Allow Facebook to contact you via email when a new member joins – send a thank you and ask them to get involved Keep up on the Facebook discussion boards and general best practices to make the most of this social networking and membership-building tool
Twitter Case StudyAIA New York Chapter
Presenter: Emily Nemens
What is it?
Microblogging site launched in 2006
Millions of users around globe
What is it?
Microblogging site launched in 2006
Millions of users around globe
It’s also…
Fast, efficient, communication Each tweet is 140 characters – the same as a text message – but much savvier than “mass texting”
An informational, social, and professional network You have “followers” and can “follow” others
…and it offers:
Utility + social media = Long lasting web presence “Plumbing” for the internet, “Why Twitter will endure,” NYT, 1/1/2010 http://www.nytimes.com/2010/01/03/weekinreview/ 03carr.html?scp=5&sq=twitter&st=cse
Free, sophisticated marketing tool for the right user
Anyone can learn how to make the most of twitter: twitter.com/Twitter_Tips
Who is using Twitter?
Politicians
Celebrities
Businesses
…and architects?
How does it work? The Basics:
Sign up for an account
Start sending out short messages
Invite friends through other means Email, social media, newsletters, Twitter mentions
Start a conversation
How does it work? The Basics
Sign up for an account
Start send out short messages
Find people you want to follow, and hope that people start to follow you.
Sample Tweet
Twitter.com/CenterForArch
Started tweeting spring 2009
Send out messages CenterforArch tweets about events, competitions, and news
Following colleagues, components, members, and publications
As of Jan 2010, we had 1406 followers, and were listed on 109 lists (new feature in 2009)
How AIANY is using Twitter. Beyond the basics:
Retweeting and Mentions “RT” quotes someone else, “@name” is a link to account
Send messages to specific people 140 word personal messages, start tweet with “@name”
How AIANY is using Twitter. Beyond the basics:
Hashtags: #AIAGR-SocMedia Instant search that links tweets into a chain/conversation
Analytics http://bit.ly/ will shorten your web address, tracks clicks
Why AIANY is using Twitter:
Utility – ease of communication
Social media Resource sharing leads to relationships, loyalty
Two-way relationship replaces standard, one-way marketing – and it’s FREE
Expanding network, improving “member” (follower) value
For every component! Big –
Components – broadcast news about events Can be delegated to communications staff
Publications Break stories between publishing dates, generate traffic to news site, editorialize on other publications’ news
– and small
Personal accounts – share expert opinions As leaders in the field, people want to know what you’re thinking about, reading, and designing
Things to consider:
Decide which is right for you and your component
No “right” answer for all AIA chapters, but as professionals, there is one wrong way: too personal. Be a good representative!
Commit to consistency Don’t overtweet or go missing for months – you want to be a reliable source
Good luck tweeting!
Roadmap for Your Component
Presenter: Erin Hoffer, AIA, LEED AP
Social Media Road Map
Defining Objectives Recapping On-ramps Measuring Success
Defining Objectives Making knowledge accessible? Increasing member engagement? Increasing member competency? Increasing career opportunities through networking? Influencing member interest, action? Other ideas?
Social Media Policy Issues
Transparency Standards Content Readiness and Review Process Content Appropriateness (Audience Considerations) Emphasis on Relevance, Value Managing Feedback and Response
Measurement Issues
Technology Resources – budget and capacity Mapping to objectives Research framing question
Event Registrants Driven by Content? Event Attendees Driven by Content Outbound Communications? Customer Engagement? Attachment? Click Through? Retweets?
Measuring Success - Twitter
How many members? Discussion activity? Discussion reposts? Interconnections Networking?
Measuring Success - LinkedIn
Attachment? Departures? Contributions,
Comments? Event Registrants
Driven by Content? Event Attendees
Driven by Content? Click Through?
Measuring Success - Facebook
Recapping the On-ramps – Twitter
Market your Twitter stream(s) Tweeting frequency, ownership Use Twitter Profile Find “Tweeple” Download applications Link to web content
Recapping the On-Ramps – LinkedIn
Engagement Standards, Rules Awareness Linkages
Recapping the On-Ramps – Facebook
Event Awareness – date, time, locations Interactive Experiences – Photos/Video Links connected to member-relevant topics Divide and conquer Wall settings Frequency of Status Updates Provocative Discussion
Measuring Success – Monitoring Tools
Social Media Monitoring Tools TruCast http://www.trucast.net/
Positive vs. Negative Sentiment Number of threads discovered Number of responses to threads
Measurement Need Current Tool Success Metric
Listening/Monitoring -Social Media Monitoring Tools (i.e. TruCast)
Sentiment, topic mentions, post authors, post volume, share of voice in market (engagement)
Tracking initiatives - Analytics tagging & MURLs
Traffic driven to a destination, traffic converting (i.e. event registrations)
Publishing- TweetDeck (individual)- Cotweet (group)
Amount of publishing over a set period of time; amount of content reuse (RT, YT embeds, FB shares); relationships developed with other advocate publishers
Volume/Influence - Facebook - Twitter- YouTube
Subscriber/fan/follower numbers YouTube: video star rating & # of commentsYT/FB/TW: star rating, favorites, etc.
Problems, Complaints
- TruPulse - cotweet - Member surveys
Case studies of issue resolution; Emergencies handled ; Member surveys demonstrating improved satisfaction or engagement.
Social Media Alternatives ex: Retrofit Game
ex: YouTube
ex: AU
Thinking about the Future
GENERAL:
Getting Started with Social Media – A Guide and Resource List
Article: http://www.technotheory.com/how-to-use-social-media-guide/
40 Key Elements to Get Started in Social Media
Article: http://www.louisgray.com/live/2009/01/40-key-elements-to-getting-started-in.html
How to Get Started With Social Networking: Picking the Right Social Network For You
Article: http://webtrends.about.com/od/socialnetworking/a/socialnetwork_h.htm
TWITTER:
How to Use Twitter (Google Video)
Twitter 101 for Business: A Special Guide
eGuide: http://business.twitter.com/twitter101
Newbies Guide to Twitter
eGuide: http://news.cnet.com/newbies-guide-to-twitter/
FACEBOOK:
Getting Started with Facebook for Companies and Organizations
Article: http://fastwonderblog.com/2009/04/07/getting-started-with-facebook-for-companies-and-organizations/
32 Ways to Use Facebook for Business
Article: http://webworkerdaily.com/2009/07/21/32-ways-to-use-facebook-for-business/
Facebook for Marketing
Website: http://www.facebook.com/marketing
LINKEDIN:
100+ Smart Ways to Use LinkedIn
Website: http://www.linkedintelligence.com/smart-ways-to-use-linkedin/
GENERAL:
Book: “ANYWHERE” by Emily Nagle Green of www.yankeegroup.com
. . . So start engaging!
Questions?
Karin Broadhurst, [email protected]
Erin Hoffer,[email protected]
Jennifer Motruk-Loy,[email protected]
Emily Nemens,[email protected]
Sybil Walker Barnes, [email protected]