unlock the hidden value in your membership data!
DESCRIPTION
Overview from a workshop on how to get real business value out of the membership data you already have and how to get better data out of your social media efforts.TRANSCRIPT
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g yUnlock the hidden
value in your membership data
Presented by:Terrance Barkan CAE David Ricciardi
Washington DC - 5 December 2011
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Agenda
Social Media, the new Gold Mine
Viewing Member Data as an Asset
How can I use my Member Data?
What is a Member Data Warehouse?
How can I monetize my data?
Q&A
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Participant Information Individual vs. trade associations? Large vs. small? What AMS are used? Do you have a “private social network”? Which public platforms are you now
using? (LinkedIn, Facebook, Twitter, etc.)
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
“Social Media” includes public sites such as “Facebook”, “Linkedin” or “Twitter” as well as private online communities, empowering individuals to:
connect with friends, colleagues or strangers
create, contribute and publish content,
comment on, rank or embellish that content,
communicate freely using multiple formats including; email, text, mobile devices, voice and video
…and all for free or next to free in terms of real costs!
SOCIAL MEDIAA DEFINITION
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Social Media Strategy addresses: Your objectives
Your audience (current and potential)
Your message
Your Intellectual Property (IP)
Your network (brand) champions
Technology tools and platform(s)
Measurement (ROI and other indicators)
The process, structure, plan and resource allocation to implement your strategy
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Social Media, the new Gold MineWhy is social media so critical? Engagement = Retention Member satisfaction Higher levels of sales
Social Media
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Viewing Member Data as an Asset Data vs. Information Augmenting Data
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Data vs. Information Data is what everyone has – usually more
than you know what do with Information is what you need
Business intelligence Profiling Predictive Modeling Information can be monetized
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
How can I use my Member Data? There are many ways to turn data into
Intelligence Simple Reporting Profiling Statistical Analysis Predictive Modeling Alerts
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
What is a Member Data Warehouse?
What is it? Data Warehouse vs AMS Why do I need one? Integration
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
How can I Monetize All of This? Turning a Profit Using Social Media Data and Platforms
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Strategies for Monetization Using the presented techniques to
Increase member conversion rates Decrease member churn rates
Exposing your data in the aggregate to the industry
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Turning a ProfitWhat are examples of using social media and data to drive ROI? Member recruitment Member retention Meeting attendance Product sales (incl. special offers) Services sales
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Turning a Profit Targeted advertising Sponsorship on various platforms Data mining and aggregation
Reports Access to insights
New product and service innovations Intellectual Property creation
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Q&A
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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Questions?
Terrance Barkan
www.socialstrat.org
David Ricciardi
www.proximo.com