Join us as we delve deeper into the best practices of Using Social Media to Grow Membership. We'll explore who's doing it right, what are the important criteria that make it successful and how you can do it.

1. Welcome to HighRoad U
HighRoad Solution is a qualified provider of CAE credits from
ASAE

2. Introductions
Maneesha Manges, Director of Inbound Marketing
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges

3. Marketing Research – Please Participate!
2016 State of Digital Marketing in Associations Study
$5 Starbucks Gift Card for participating
http://www.surveygizmo.com/s3/2559121/Association-
Marketing-2016

4. Today’s Topic
• Using Social Media to Grow Membership: Best
Practices
• Recap
• Criteria that influence success
• How to execute
• Case Study: Consider Twitter

5. Social Media – Constant Growth

6. Why We Use Social Media
Typical characteristics:
• Web 2.0 internet based
applications
• User-generated-content is
typical desired output
• User-specific / User-
centric profiles
• Connecting profiles to
other similar profiles to
facilitate creation of
online networks
Different from Traditional
Media Model:
• Reach
• Frequency
• Usability
• Immediacy
• Quality

7. Association Marketers Care About….
• Reach – How else can you get in front of people who
don’t know your organization / brand / program?
• Frequency – Quality merits frequency
• Usability – iconography is pervasive
• Immediacy - Real-time is not only acceptable but
preferred
• Quality – Cut through the noise – offer something that
is of value  CONVERSION

8. Generating Leads aka Grow Membership
How do you generate leads?
• Need a really good offer (call to action)
• Need a way to digitally connect all of your digital
properties to work in tandem
• Integrated marketing campaign (IMC)
Challenge: How do you get in front of people who
don’t know you?

9. Use Social Media
Unpaid
• Twitter
• Twitter Chats
• Facebook
• YouTube
• LinkedIn
• Groups
• Page
• Association Blog
• SlideShare
• Pinterest
• Private Online Community
Paid
• Twitter Cards
• Facebook Sponsored Content
• LinkedIn Text Ads
• LinkedIn Sponsored Content
• LinkedIn Sponsored InMail
• YouTube Sponsored Content

10. Why Unpaid Plus Paid Social Media?
• Get in front of prospects / leads who don’t know
your organization
• Make impression on prospects through meaningful,
relatable content
• Creating awareness of your brand / program to
people who don’t exist in your database

11. What you need to be effective

12. What you need to be effective
• Content Marketing Strategy
• Valuable
• Relevant
• Consistent
• Content that is shareable
• Content that is of interest
• Content that educates
Remember Social
Media is
characterized by:
• Reach
• Frequency
• Usability
• Immediacy
• Quality

13. What you need to be effective
• Integrated Marketing Campaign – effort to combine
all medium (print / PR / Advertising / Email /
Digital) to ensure marketing message is received by
the greatest number of people
• Content Calendar
• Social Content Publishing Calendar
• Upcoming Promotion Activities
• Upcoming Campaigns

14. What you need to be effective
• Ability to promote (paid)
• Have to get in front of prospects or potential members that
don’t know you
• Personas
• Use social media to understand your audience
• Start conversations rather than rely on traditional push
marketing techniques
• Social monitoring
• Be in the know – trending topics / take advantage of real time
campaigns

15. Try it Out – Facebook (or Twitter)
Step 1: Build Awareness
• Invest in “Like” ads to grow your fan page with targeted
consumers
• Targeted ads (location, interests, etc.)
Step 2: Activate Fans and Convert
• Post content on your page with clear call to action
• Imagery / quality content / link to CTA
• Leverage boost ads to increase visibility

16. Think About Reach
• Don’t be so quick to dismiss Twitter because your
members aren’t on it
• Twitter is often used as a source of information for
real-time, breaking news and updates
• Twitter’s reach expands across location and timing
• Many opportunities to used sponsored content on
Twitter to hunt for prospects

17. Still About Engaging Content…

18. Consider Twitter to Reach the ...

20. Recap – Use Social Media to Grow
• Consider your content and audience
• Consider timing and relevancy
• Effort in planning your unpaid & paid social media
marketing mix
• Play with both – plan paid around campaigns for
additional uplift
• Identify which campaigns are designed to generate
leads
• Pick your social channel

21. Final Session in May
Using Social Media to Grow Membership
• May 20 – Measure for Success