Social Media Strategy for Retention and Sales

Webinar agenda
• Creating a strategy
• Specific steps
• Ideas for posting
• Examples
• Monitoring
• ROI
• Summary

Social Media Strategy to Increase Member Sales & Retention

#WebLink

© WebLink International

About Me
• Curt Moss, Senior
Product Marketing
Manager @ WebLink
• 12 years at memberbased orgs
– Las Vegas Chamber of
Commerce
– Chapter of National Safety
Council

• 7 years @ WebLink

linkedin.com/in/curtmoss
linkedin.com/company/weblink-international

– Faculty for W.A.C.E.
– Present at association and
chamber conferences

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#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


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About WebLink
• Membership
Management Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success


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WebLink Websites
• Responsive website
design
• Automatically adjusts
for any screen
• Fully integrated
database & website


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About WebLink
• iPad app for mobile
commerce
• Integrated credit card
reader
• New member sales
• Event registrations
• Pay open invoices


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WebLink Blog


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Our next webinar:
October 31, 2:00 pm EDT
5 Mistakes That
Haunt Associations
When Using Their
Membership Database
weblinkinternational.com/haunt

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Do you have a social media strategy
and content calendar?
We have a
strategy and a
content
calendar
15%

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%


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Do you store your members’ social media pages and
profiles in your membership management software?
We have social
media profile
data stored for
MOST
members.
9%

We have social
media profile
data stored for a
FEW members.
16%

Unsure
26%
We don’t have
that feature in
our system
49%

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Which social media network have you found to be
most effective in connecting with members?

I'm not
sure/other
30%
Facebook
49%
Twitter
9%
LinkedIn
12%


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Have you acquired a new member via your use of
social media?

Yes
25%
I’m not sure
how we could
tell
50%
No
25%


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What makes up a strategy?


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Goal


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Plan


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Action


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Measurement


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Evaluation & Analysis


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Social Media = Communications Tool

What is your strategy for...
• Newsletter
• Events
• Email
• Website
• Blog
• Mailers


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Relevant & Useful Information...
• Business issues
• Government advocacy
efforts
• Organizational programs
• Benefits
• Events
• Educational or
community topics


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

What are your
social media
goals?

Can you answer in 15 words or fewer?

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Social Media Goals
• Gain new members
• Improve retention
• Increase event
attendance
• Exposure for members
• Connect businesses
• Extend reach
• Expand influence
• What else?

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Let’s give
them
something
to TALK
about

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

Add share buttons from Facebook,
Twitter, LinkedIn


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Who do they believe?
• Consumers trust
recommendations from
friends and colleagues
over advertising
• The “social graph” is
becoming more
important to
companies’ marketing
efforts


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Listen, then talk


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Respond


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Tell, Don’t Sell


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Just Be You


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Give Stuff Away


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Admit Your Mistakes


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Be Grateful


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Provide Support


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Get them to tell THEIR story
(through YOU)

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

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ASK them to post after/about...
•
•
•
•
•
•
•
•

Joining
Events
Awards
Certifications
Ribbon cuttings
Major business issues
Community topics
Tie to your organization
whenever possible


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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


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Catch them promoting you…
• Other businesses,
especially members!
• Ask them to mention
your organization,
events and programs
• Reward them?


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

What you’re doing...
• Business issues
• Government advocacy
efforts
• Member programs
• Discounts & affinity
programs
• Events
• Community & business
topics
• Leading
• (fun)

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Engaging your tweeps
• Reply to them
• Retweet them
• Ask questions
• Post useful information
• Include links!
• Include photos!


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Things to avoid
• Posting same things
everyday
• Not following back (for
local tweeps)
• Not replying (one way
communications)
• Inappropriate posts


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Make your content “sharable”
•
•
•
•
•
•

Social sharing widgets
Like button
Tweet this button
Add This
Share This
Wibiya or other social
tool bars


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Social Media Profiles
Add links in your signature
Staff page on website
Footer of email newsletters


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Examples


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Twitter tools Strategy to Increase Member Sales & Retention
Social Media for local organizations

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© © WebLink International
WebLink International

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


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“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


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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.


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Bonus Tip – For your members
Add members’ social media links on their listing
on your website. Connect them with potential
customers.


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Use your AMS to store
members’ profile data


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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


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Marketing without
metrics isn’t
marketing.

Word of Mouth
• Powerful
• Free
• Can’t control
• Potentially scary
• What are they saying?


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Can
you
measure
it?

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

Why 0-10?
• 1-5 yields “3s”
• With 1-10 some people
will reverse good/bad


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How likely is it that you would recommend our
organization to a friend or colleague?

Extremely
likely

10

Not likely
at all

9

Promoter

8

7

6

5

4

Passive


3

2

1

0

Detractor

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Net Promoter Score

Promoters

-

Detractors


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=

Net
Promoter
Score


New member sales


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Member retention


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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

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Social Media Monitoring EZ
• Twitter Search
• Google Alerts
• Facebook Page stats
• LinkedIn Page stats
• Social monitoring tools


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search.twitter.com


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Google Alerts


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Management, listening &
influencer tools
•
•
•
•
•
•

Hootsuite
TweetDeck
Buffer
Radian 6/Salesforce
trackur
Klout

• Google “social media
monitoring software”

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Mention


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ManageFlitter


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Demographics Pro


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Twazzup


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Facebook Insights


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LinkedIn Insight & Analytics


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LinkedIn - View Your Followers


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Website Traffic


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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 $$?


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Keeping Track – Old School
• Log time spent
• Budget time
• Track leads, sales, etc.,
in CRM software
• Divide sales (goals) by
time and $$


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“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

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

Financial
System
Prospects

Website

Central
DB
Email
Marketing

Events

Members


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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


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iPad App for Mobile Commerce
• Sell memberships
• Event registrations
• Integrated credit card
reader


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3 Questions


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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


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The Purple Cow


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“Turn strangers
into friends.
Turn friends into
customers.
Turn customers
into salespeople.”
- Seth Godin

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Curt Moss

Senior Product Marketing Manager
curt.moss@weblinkinternational.com

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

Social Media Strategy for Retention and Sales

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