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April 2012 Page 1SIM Chapter Summit
Expand your chapter’s reach with
social media Kim Karagosian
Director of MarketingAssociation Headquarters
Todd NilsonSocial Media Chair
SIM Management Council
April 2012 Page 2SIM Chapter Summit
Commonly Asked Questions from Chapters…
• How do we leverage and share marketing ideas among chapters?
• How do we use marketing to grow our chapter?
• How do we create more chapter brand awareness?
• What can SIM national do to help?
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Running a SIM chapter’s marketing isn’t easy!
• Members... disconnected• Meeting attendance... sparse• Ability to reach technology leaders...
lacking• Membership renewals... lagging• Awareness of your chapter... low
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Enter... SOCIAL MEDIA!
SM
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By now, you know why your chapter needs social media...
• Establish your brand• Create buzz, conversations• Raise awareness for your cause• Establish familiarity• Build a community & network• Be where your friends, fans, donors, and peers are• Get in front of the search engines• Become a thought leader
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So much promise... So little time!
Who will write the content?
Who will manage all of these social media channels?
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Stop panic and get organized... CONNECT THE DOTS
Social Media Strategy
Twitter LinkedIn
Thought Leadership
Groups
Interaction
Attendance
Followers
Mentions
Publicity
Fans
Shares
New Member
s
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AGENDA: Social Marketing tips for your SIM chapter
Free (or low cost) ideas you may not have thought of to...
1.Boost site traffic2.Increase attendance of your events 3.Encourage SIMposium attendance4.Grow your membership
We will cover how to...
•Plan and marshal your content•Interest and recruit potential members •Monitor and measure social media•Build engagement by showing examples from other associations
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Audience comes first
• Describe who you want to reach– Demographics (twenty-somethings, affluent)– Psychographics (entrepreneurs, techies)
• What do they want?– What they read– What they talk about online– What kind of content they share
• Where do they congregate?– Facebook– LinkedIn– Twitter– None of the above?
Make. Me.Care.
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Survey current chapter members for segmentation
• Keep invitation short
• Use some of the data from last year’s & make them feel like they are a part of something big
• Provide gift cards to the first 25 people to fill it out completely or a larger prize for one winner
• Don’t send more than 2 reminder emails. Filter out email addresses of people who already responded.
• Publish results
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Next, what action do you need them to take?
• Be more aware of your SIM chapter• Attend a chapter event
• Become a member• Contribute and interact regularly!
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Write it for them
Sometimes you just have to spell it out... Write a letter introducing SIM and post it to your chapter’s website. Prospects and members can download and give it to their manager for approval.
What to include:
Why become a member
Why attend your meetings
Why attend SIMposium
Example: DNA’s Annual Convention
Need help telling your supervisor why you should attend DNA’s 30th Anniversary Annual Convention? Use this letter from the DNA President to show your supervisor what he or she can gain from your attendance at this meeting. You can personalize these templates with specific topics or sessions that you plan to attend, as well as show a breakdown of the costs associated with attendance.
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Make it easy to contact you
adds a tab on SIM’s Facebook Page that generates a contact form, allowing anyone visiting your page to get in touch with us at the very moment when they’re most interested.
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Develop a plan
• What social media channels do you use now?
• How have you used them so far?• What are your obstacles? Quantify?• Is there a clear leading channel
that enjoys heavy user adoption?• Identify 2-5 channels to focus upon• Inventory your content assets• Create & use a messaging calendar• Be interesting • Be consistent with the SIM brand• Stick with the plan
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Inventory your content
Add these...Your content assetsChapter News
Member updates
Chapter News
In-person Education
Online Education
Foundation
Partners
Sponsors and Exhibitors
SIM Connect Newsletter
+ =TONS of news to share on multiple
social media channels
+
Blogs
Forums
Website
Partner Sites
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Find new content (you don’t have to create it yourself)
Helps you to• Discover articles you can repurpose• What cities are talking about relevant topics the most.
This could be information used for regional events.• Who is talking about what? Understanding these
conversations can lead to potential partnerships.
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April 2012 Page 18SIM Chapter Summit
Marketing Idea Medium
Follow people on twitter that use keywords “technology” and “leadership” Social Media
Ask your committee to come up with questions and discussion topics
Create # messages for twitter like #CIO or #CTO or #techleaders Social Media
Create # of discussion questions for LinkedIn based SIM membership Social Media
Discussion questions posted on member forums Association Website
Create messaging for Facebook (repurpose and message some messages created for Twitter and LinkedIn) Social Media
Post messages on Facebook w/ link to product site Social Media
Create dedicated email blast using thumbnail image, summary paragraph, who would be interested in purchasing this, member v non member price and some bullets on key learnings Email
Put new events under latest news Association Website
Repost messages on Facebook Social Media
Create 5 new messages for Twitter Social Media
Create 2 new discussion questions for LinkedIn Social Media
New discussion questions posted on member forums Association Website
Example: Chapter Marketing Plan
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• Join related groups• Perform searches (by people, groups,
updates, etc) to find prospects and see how many people are referencing your #hashtags or chapter
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Join SIM’s Google+ page
• Post links about and pictures/ videos of chapter events
• Hold virtual "hangouts" for your chapter
• With Google +, Google is tracking the content being shared which helps with search rankings
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Join the SIM Facebook Page
• Share photos and videos from your local events on the SIM National Facebook page
• Post stories, announce chapter events
• Engage existing members • Grow membership by posting
regularly • People who like your Page will
get updates in their News Feed. • Talk about your upcoming
chapter event on your Facebook profile facebook.com/societyforinformationmanagement
April 2012 Page 24SIM Chapter Summit
Define your KPIs (Examples)
Engagement to influencers. Monitor and learn more about those key influencers who are talking about your brand and company in social media. By finding out where and how they are talking about you, you can reach out to them, connect and lay the groundwork for them to eventually become your advocates. Share of Voice. Compare your share of voice against your competitors on a regular basis. Is it improving? What is your strongest online channel? By identifying your strengths and weaknesses you can focus on improvement with better messaging and content.
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Track your results
April 2012 Page 26SIM Chapter Summit
Use bit.ly to track your social media content’s popularity
• Shortens URLs into trackable ones• Track the number of clicks your social media
messages receive• Will help you to repost messages quickly• Gain an understanding of what messaging
resonates best with your audience
Example:https
://simnet.site-ym.com/store/list_products.asp?catid=93346
Using bit.ly, it becomes http://bit.ly/Iqm53z
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Monitor multiple social media pages
• Discover articles you can repurpose
• Follow your speakers, board, and volunteers and see what they are tweeting about
• Discover influencers and try to partner with them
• Find potential members
• Listen to a crisis before it happens
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Association Examples
Highlighting 30-year Anniversary through Social Media
What were you thankful for this Thanksgiving?
This Thanksgiving, Dermatology Nurses’ Association (DNA) was thankful for the first five presidents of the association. These women helped create such a positive community of dermatology nurses.
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Then and Now
Start thinking about how your chapter can use RLF’s 20th anniversary as part of your messaging
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Association Examples
On-site: Tweet Up Lounge
Start thinking about how your chapter can incorporate a tweet-up lounge and Twitter names on badges
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Thanks
Question & Answer
Follow us @kim323
@socialsyntax@SIMint
All images in this presentation are from http://office.microsoft.com/en-us/ or are free and open source.
April 2012 Page 33SIM Chapter Summit
Presenters: Todd Nilson and Kim Karagosian