The document discusses social media marketing for associations. It outlines Marni Blythe's presentation agenda which includes an overview of the current social media climate, the science behind social media, how marketing has changed, and why associations should be excited about social media. It also discusses measuring digital ROI and conducting a LinkedIn demonstration. The presentation emphasizes taking a disciplined, strategic approach to social media integration based on discovery, exploration, and implementation phases.

1. “Over the Social Media Rainbow,
Social Media for Today’s Association.”
Marni Blythe
4.20.12

2. Agenda
 A little about me
 The climate of social media media today
 The science of social media
 Marketing yesterday and today
 So who cares? Why be excited?
 What your industry thinks
 Disciplined approach to integrating social into a marketing strategy
 Measures of digital ROI
 LinkedIn demonstration
 Survey

3. Me
Marni at 4 years old 

4. “Social Media marketing
makes me feel
overwhelmed!”
“Let me help you!”
Do you…
•Know where to start?
•Have the right tools?
•Have enough resources to
measure?
•Feel afraid what the data will
show?
•Have a strategic marketing plan?

5. “If you’ve read about social
media or have been to any
marketing conferences you’ve
probably heard tons of advice
like, “love your customers,”
“engage in the conversation,” be
yourself and make friends.
We call this ‘unicorns and
rainbows’ advice. Sure, it sounds
good and it probably makes you
feel all warm and fuzzy but it’s
not actually based on anything
more substantial then
“truthiness” and guess work.”
Dan Zarella. Zarella’s Hierarchy of
Contagiousness

6. “One of the most important things about the web is the nearly
every interaction can be measured and observed in aggregates
of tens and hundreds of millions.”
Dan Zarella. Zarella’s Higherarchy of Contagiousness

7. “To scientists, success in using social media is something you can
iterate on, plan for and learn from. Things that work can be
analyzed to produce repeatable, dependable results.”
Dan Zarella. Zarella’s Higherarchy of Contagiousness

8. How it used to be…how it is now
OLD SCHOOL MARKETING NEW WORLD ORDER

9. So who is active in social media?

10. Social networking usage
“People over the age of 55 are the
fastest growing group joining
Facebook, according to research
from Nielsen.”

11. Why are businesses excited?
“Changes since the
2011 study: Lead
generation
increased 7% from
our 2011 study to
58% this year.”
Source: 2012 SOCIAL MEDIA MARKETING INDUSTRY REPORT. How Marketers Are Using
Social Media to Grow Their Businesses. Social Media Examiner

12. What does the Association industry say?
“The technology imperative is not going away. It is going to
increase in importance. And while associations can’t go back
and undo the damage that has been done by being slow to
adapt, they can move decisively to regain lost ground.
The clock is ticking.”
Harrison Coerver and Mary Byers, CAE
The Center for Association Leadership
Race For Relevance

13. Decisive strategic planning equals results
Random social media tool
selection equals =

14. There is a disciplined marketing approach for your association
that you can take that builds a solid foundation that will yield
measureable results using digital marketing tools.

15. 3 step process
Step 1 Step 2 Step 3

16. Step 1: Discovery
Discovery
Background & Foundational Interview Internal Development of Association
Review of your Association. Key Stakeholders. and Member Goals and Objectives.
Executive Director, Board
Fact based evaluation Prioritization based upon
Members, Marketing
of your current situation. need, time and budget resources.
Manager, Operations.

17. Step 2: Exploration
Exploration
Assess Member Explore Budget
Review of Current Situation
Motivation, Parameters,
Versus Desired Outcomes.
Market & Competition. Timeline and Tactics.
Some tools you can use include:
•SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats
•Brand Assessment – “As is” brand versus the "to be brand" with the corresponding:
o Attributes
o Personalities
o Core values
o Brand essence
•Research – What’s important and what do members value

18. Step 3: Integration
Integration
Develop Marketing Plan From the
Measurement and Results
Information Gathered During Tools Selection.
Methodology.
Discovery and Exploration Stages.

19. Some measures of digital ROI
Digital PR
Overall •Procurement of press visits
•Conversation Rate = # of Audience •Retweets by respected professionals/news
Comments (or Replies) Per Post •Mentions
•Amplification Blogs
Twitter: Amplification = # of Retweets •Unique visitors
Per Tweet •Page views
Facebook and Google+: Amplification
= # of Shares Per Post Klout
On a blog or YouTube: Amplification = •Klout score – ability to amplify and influence
# of Share Clicks Per Post (or Video)
•Click through rate
•Lead creation
•Conversion studies

20. LinkedIn Demonstration

21. Questions?

22.  Front Row Communications, LLC:
• Comprises 40 years and three generations of experience in research, branding
and digital customer engagement.
• Was formed to give brands access to best-in-class professional services more
efficiently and effectively than conventional agencies can possibly provide.
 Services include:
• Comprehensive Strategic Digital Marketing Solutions
• Integrated Marketing Education
• Quantitative and Qualitative Market Research
• Branding and Corporate Identity
• High Performance Value & Measurable Results

23. Conclusion
 No need to feel overwhelmed
 Social media creates measurable results
 The clock is ticking time to take action
 Disciplined approach is the way to go
 LinkedIn is a great tool
 Survey – (2) complimentary brand assessments
• “As is” brand versus the "to be brand" with the corresponding:
− Attributes.
− Personalities.
− Core values.
− Brand essence.

24. Thank you!
Thank you for the gift of your time today!
Education & Value Are Our
Best Marketing Tool.
How can we help you?
Marni Blythe
Partner at Front Row Communications
• Please link in with me!
• Linkedin.com/in/marniblythe
• Twitter: marniblythenc
• 646-413-4872