Simple social strategy @danfarkas#osae16

Do you remember when social media use to be fun?

@danfarkas #osae16

What will you learn in 45 minutes?• What are the biggest mistakes

associations (and many brands) make with current social media strategy?

• What are data driven ways to improve social media efficiency?

• How can you take this information and immediately apply it to your association?

@danfarkas #osae16

Let’s cut to the chase:my strategic points• Stop thinking about social

media and start thinking about social communication.

• Remember the goal.• Hit them where they ain’t.

@danfarkas #osae16

It’s not social media.It’s social communication

@danfarkas #osae16

• Our eyes are tired of all the bad news.• Facebook changed its algorithm to deemphasize

news.• Associations have to reach people on their terms

and their turf.• That will only grow with millennials and Generation

Z, which just so happen to be your future dues paying members.

We have to think look at this…not look at me

@danfarkas #osae16

So how do you does a busy association employee implement this strategy?• Content Buckets are universal

themes embedded in customers and likely customers.

• Find three.

@danfarkas #osae16

What can a bmw teach you about your association’s social media strategy?

@danfarkas #osae16

Where did we go wrong?We forgot the goal! • Reputation Management Goals:

Do you like me? • Relationship Management Goals:

Will you vouch for me?• Task Management Goals:

Will you help me with my do to list?• Great social media aligns with a company’s goals.

Goals inevitably connect with revenue. @danfarkas

#osae16

Stop thinking about aggregationstart thinking about behavior

What is behavior? what is conversion?

How can social media change behavior in a way that helps association membership? • Social media followers who

purchase/use products:• Social commerce sales: Are people

buying products from social media? • Increased overall sales: Are more

people buying your service?

@danfarkas #osae16

How can social media change behavior in a way that helps association membership? • Sales leads: Can you find potential

members? • Engagement: Do more people ask

questions of you? • Duration: Do more people spend

time on your website or at events?

@danfarkas #osae16

How can social media change behavior in a way that helps association membership? • Demographics: Are you getting a certain

segment of people to join or participate? • Spending habits: Are more national

members joining state or local chapters?• Active hubs and communities: Are more

people taking part in state or local events?

@danfarkas #osae16

How can you do this?ask your customers what they want

@danfarkas #osae16

How can you do this?Let’s stick my own neck on the line

@danfarkas #osae16

Step one: We identified the goal• We wanted more people to visit the

school website.• We wanted more people to contact us

with information.• We wanted more people to apply.• We want more people to enroll.

@danfarkas #osae16

Step two:We tested three content buckets• Students want to see other students

succeed.• It’s important to have the best facilities

possible to help students learn. • Everyone wants to be part of an award

winning organization.

@danfarkas #osae16

Step three:let’s test which photo works the best.• Three Photos with Same Copy and

Headline• Test for a week by sponsoring $5 a

day for five days. • Which worked the best?

• Students want to see other students succeed.• It’s important to have the best facilities possible to help

students learn. • Everyone wants to be part of an award winning organization.

@danfarkas #osae16

Step three:test which one works the best • Three Photos• Same Copy• Same Headline• Which worked the best?

• Students want to see other students succeed.• It’s important to have the best facilities possible to help

students learn. • Everyone wants to be part of an award winning organization.

@danfarkas #osae16

Step four:headline• Winning Photo, Three Headlines and

Same Copy• Test for a week at $5 a day. • Which worked the best?

• Students want to see other students succeed.• It’s important to have the best facilities possible to help

students learn. • Everyone wants to be part of an award winning organization.

@danfarkas #osae16

Step four:headline• Winning Photos• Three Headlines • Same Copy• Which worked the best?

• Students want to see other students succeed.• It’s important to have the best facilities possible to help

students learn. • Everyone wants to be part of an award winning organization.

@danfarkas #osae16

Step five:Copy• Winning Photo, Winning Headline

and Three Pieces of Copies• Test for a week at $5 a day.• Which worked the best?

• Students want to see other students succeed.• It’s important to have the best facilities possible to help

students learn. • Everyone wants to be part of an award winning organization.

@danfarkas #osae16

Step five:Copy• Winning Photo• Winning Headline• Three Pieces of Copy • Which worked the best?

• Students want to see other students succeed.• It’s important to have the best facilities possible to help

students learn. • Everyone wants to be part of an award winning organization.

@danfarkas #osae16

What do we have?• Data driven feedback on engaging

social media content.• A clear direction on what you

should post.• Sponsor content and post less.

@danfarkas #osae16

What else can happen this week? Private facebook group

@danfarkas #osae16

What can willie keeler teach you about social media?

Win the social calendar game

Five things I tell every client about social media• You compete with Nike, your member’s favorite

restaurant and cool uncle.• Great moments and what your clients think are great

moments are often two different things.• Fight for research. That means posting less and

studying more. • Great stories reach the right audience at home.• Viral isn’t a strategy.

@danfarkas #osae16

Tools that can help:Buzzsumo

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Tools that can help:thunderclap

@danfarkas #osae16

Let’s cut to the chase:my strategic points• Stop thinking about social

media and start thinking about social communication.

• Remember the goal.• Hit them where they ain’t.

@danfarkas #osae16

So now what? • @danfarkas• farkasd@ohio.edu• (614) 668-8921• http://www.slideshare.net/

danFarkas1975