Recorded webinar on October 9, 2013. Social media has become critical for associations to keep current members engaged and to reach new potential members. While many associations are using social media as a communications outlet, very few have connected their online efforts to truly impact revenue for the organization. Curt Moss, Senior Product Marketing Manager at WebLink International, will share how your organization can create social media strategies to help exceed your membership goals. In this webinar you'll learn how to: - Set goals for how using social media will benefit your organization. - Create a plan for when and where to post. - Take action on posts by your members. - Measure your results. - Evaluate your success and analyze the data. Note: This webinar will contain all new content and have very little overlap with our LinkedIn webinar.

2. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Webinar agenda
• Creating a strategy
• Specific steps
• Ideas for posting
• Examples
• Monitoring
• ROI
• Summary

3. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
About Me
• Curt Moss, Senior
Product Marketing
Manager @ WebLink
• 12 years at member-
based orgs
– Las Vegas Chamber of
Commerce
– Chapter of National Safety
Council
• 7 years @ WebLink
– Faculty for W.A.C.E.
– Present at association and
chamber conferences
linkedin.com/in/curtmoss
linkedin.com/company/weblink-international
#WebLink

4. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
About WebLink
• SaaS Company (Software as a Service), Leading Software
Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate

5. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
About WebLink
• Membership
Management Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success

6. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

7. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
WebLink Websites
• Responsive website
design
• Automatically adjusts
for any screen
• Fully integrated
database & website

8. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
About WebLink
• iPad app for mobile
commerce
• Integrated credit card
reader
• New member sales
• Event registrations
• Pay open invoices

9. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
WebLink Blog

10. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Our next webinar:
October 31, 2:00 pm EDT
5 Mistakes That
Haunt Associations
When Using Their
Membership Database
weblinkinternational.com/haunt

11. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Do you have a social media strategy
and content calendar?
We don’t use
social media
9%
We have a
strategy but
don’t always
follow through
17%
We utilize social
media but don’t
have a strategy
59%
We have a
strategy and a
content
calendar
15%

12. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Do you store your members’ social media pages and
profiles in your membership management software?
Unsure
26%
We don’t have
that feature in
our system
49%
We have social
media profile
data stored for a
FEW members.
16%
We have social
media profile
data stored for
MOST
members.
9%

13. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Which social media network have you found to be
most effective in connecting with members?
Facebook
49%
LinkedIn
12%
Twitter
9%
I'm not
sure/other
30%

14. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Have you acquired a new member via your use of
social media?
I’m not sure
how we could
tell
50%
No
25%
Yes
25%

15. Strategy

16. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What makes up a strategy?

17. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Goal

18. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Plan

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Action

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Measurement

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Evaluation & Analysis

22. Social Media = Communications Tool

23. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What is your strategy for...
• Newsletter
• Events
• Email
• Website
• Blog
• Mailers

24. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Relevant & Useful Information...
• Business issues
• Government advocacy
efforts
• Organizational programs
• Benefits
• Events
• Educational or
community topics

25. Use Social Media
for the same things!
(and more)

26. Social Media is about...

29. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

31. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Goal

32. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What are your
social media
goals?
Can you answer in 15 words or fewer?

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34. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

35. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Social Media Goals
• Gain new members
• Improve retention
• Increase event
attendance
• Exposure for members
• Connect businesses
• Extend reach
• Expand influence
• What else?

36. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Plan

37. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

38. Let’s give
them
something
to TALK
about

39. How often does your email
marketing message get
forwarded to a subscriber’s
entire address book?

41. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Add share buttons from Facebook,
Twitter, LinkedIn

43. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Who do they believe?
• Consumers trust
recommendations from
friends and colleagues
over advertising
• The “social graph” is
becoming more
important to
companies’ marketing
efforts

44. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Action

45. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Listen, then talk

46. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Respond

47. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Tell, Don’t Sell

48. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Just Be You

49. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Give Stuff Away

50. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Admit Your Mistakes

51. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Be Grateful

52. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Provide Support

53. Get them to tell THEIR story
(through YOU)

54. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What can you post?
• “How I got the business”
• Write blog posts for you
• How issues affect them, both positive and
negative (with organizational spin)
• Tag them
• Mention them
• Promote them
• Encourage others to reply, respond, retweet

55. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
ASK them to post after/about...
• Joining
• Events
• Awards
• Certifications
• Ribbon cuttings
• Major business issues
• Community topics
• Tie to your organization
whenever possible

56. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Ask for referrals
• “Do you know any
businesses that should
join our organization?”
• Track in your membership
management software
• Reward them if the
business joins
• Thank them via social
media

57. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Catch them promoting you…
• Other businesses,
especially members!
• Ask them to mention
your organization,
events and programs
• Reward them?

58. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

59. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

60. Yes, your members WANT to know
what you’re doing for them and the
business community you serve!

61. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
What you’re doing...
• Business issues
• Government advocacy
efforts
• Member programs
• Discounts & affinity
programs
• Events
• Community & business
topics
• Leading
• (fun)

62. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Engaging your tweeps
• Reply to them
• Retweet them
• Ask questions
• Post useful information
• Include links!
• Include photos!

63. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Things to avoid
• Posting same things
everyday
• Not following back (for
local tweeps)
• Not replying (one way
communications)
• Inappropriate posts

64. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Make your content “sharable”
• Social sharing widgets
• Like button
• Tweet this button
• Add This
• Share This
• Wibiya or other social
tool bars

65. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Social Media Profiles
Add links in your signature
Staff page on website
Footer of email newsletters

66. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Examples

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70. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

71. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

72. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

73. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLinkTwitter tools for local organizations © WebLink International

74. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLinkTwitter tools for local organizations © WebLink International

75. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

76. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Mix online & offline
• Send notes for items you
see online
• Bring up online
interactions when face to
face
• Post about IRL
interactions
• Share tweets and posts in
print, on your website

77. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
“Use” your members
• Who has a big following
on Facebook or Twitter?
• Find ways to engage
them to talk about you
• Their fans work for
businesses, too!
• Reach the next level

78. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

79. Bonus Facebook Tips

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81. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Friend-vertise
• You can target ads against just the friends of
people who have "liked" your brand on
Facebook
• When those people see your ad, they will see
listed the names of their friends who like your
brand, too.

82. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Bonus Tip – For your members
Add members’ social media links on their listing
on your website. Connect them with potential
customers.

83. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Use your AMS to store
members’ profile data

84. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
90% of consumers would
most likely recommend a
brand name to other people
after interacting with the
brand on social media.
Internet Advertising Bureau Study, July 2013

85. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Measurement

86. Marketing without
metrics isn’t
marketing.

87. It’s guessing.

88. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Word of Mouth
• Powerful
• Free
• Can’t control
• Potentially scary
• What are they saying?

89. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Can
you
measure
it?

90. How likely is it that you
would recommend our
organization to a friend
or colleague?
Scale of 0-10
The Ultimate Question

91. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Why 0-10?
• 1-5 yields “3s”
• With 1-10 some people
will reverse good/bad

92. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
How likely is it that you would recommend our
organization to a friend or colleague?
10 9 8 7 6 5 4 3 2 1 0
Extremely
likely
Not likely
at all
Promoter Passive Detractor

93. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Net Promoter Score
Promoters
Net
Promoter
Score
Detractors- =

94. The results
may be
humbling.

95. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
New member sales

96. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Member retention

97. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

98. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Evaluation & Analysis

99. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Tracking
• Custom fields in
membership management
system
• Lead source code
• Excel or Google docs
spreadsheet
• Twitter lists – members,
prospects
• MUST link online action to
offline action somehow

100. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Social Media Monitoring EZ
• Twitter Search
• Google Alerts
• Facebook Page stats
• LinkedIn Page stats
• Social monitoring tools

101. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
search.twitter.com

102. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Google Alerts

103. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Management, listening &
influencer tools
• Hootsuite
• TweetDeck
• Buffer
• Radian 6/Salesforce
• trackur
• Klout
• Google “social media
monitoring software”

104. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

105. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Mention

106. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
ManageFlitter

107. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Demographics Pro

108. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Twazzup

109. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Facebook Insights

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111. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

112. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
LinkedIn Insight & Analytics

113. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
LinkedIn - View Your Followers

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Website Traffic

115. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink

116. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
ROI Simplified
• What did you want?
(GOAL)
• What did you get?
(RETURN)
• How much did it cost?
(INVESTMENT)
• What are your social
media goals?
• Do they involve $$?

117. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Keeping Track – Old School
• Log time spent
• Budget time
• Track leads, sales, etc.,
in CRM software
• Divide sales (goals) by
time and $$

118. “Tools can make this
simpler, but ultimately,
it’s down to you and
your friend Mr. Grey
Matter to distill data
into insights, and
insights into actionable
recommendations.”
- Kat French, on Social Media Explorer

119. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
WebLink Recap: An Integrated Solution
• ONE web-based
centralized database
• Prospects, members,
non-members and all
reps in same system
• Financials, events,
email, committees,
website, reporting
Central
DB
Financial
System
Website
Email
Marketing
Members
Events
Prospects

120. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Association & Chamber Websites
• 500+ client websites
• WebLink Local business
directory drives 67%
increase in traffic from
organic searches
• Adds value for members
• Non-dues revenue
• Responsive website
design

121. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
iPad App for Mobile Commerce
• Sell memberships
• Event registrations
• Integrated credit card
reader

122. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Our next webinar:
October 31, 2:00 pm EDT
5 Mistakes That
Haunt Associations
When Using Their
Membership Database
weblinkinternational.com/haunt

123. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
3 Questions

124. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
Webinar Recap
• We will email copy of
presentation to
attendees
• Link to video recording
of webinar
• Please let us know if
you have any questions

125. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
The Purple Cow

126. Social Media Strategy to Increase Member Sales & Retention © WebLink International#WebLink
“Turn strangers
into friends.
Turn friends into
customers.
Turn customers
into salespeople.”
- Seth Godin

128. WebLink International
3905 W. Vincennes Road, Suite 210 Indianapolis, IN 46268
P 317-872-3909 | 1-877-231-4970 | F 317-872-3929
weblinkinternational.com | weblinkblog.com
Curt Moss
Senior Product Marketing Manager
curt.moss@weblinkinternational.com