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SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g yUnlock the hidden
value in your membership data
Presented by:Terrance Barkan CAE David Ricciardi
Washington DC - 5 December 2011
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Agenda
Social Media, the new Gold Mine
Viewing Member Data as an Asset
How can I use my Member Data?
What is a Member Data Warehouse?
How can I monetize my data?
Q&A
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Participant Information Individual vs. trade associations? Large vs. small? What AMS are used? Do you have a “private social network”? Which public platforms are you now
using? (LinkedIn, Facebook, Twitter, etc.)
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
“Social Media” includes public sites such as “Facebook”, “Linkedin” or “Twitter” as well as private online communities, empowering individuals to:
connect with friends, colleagues or strangers
create, contribute and publish content,
comment on, rank or embellish that content,
communicate freely using multiple formats including; email, text, mobile devices, voice and video
…and all for free or next to free in terms of real costs!
SOCIAL MEDIAA DEFINITION
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Social Media Strategy addresses: Your objectives
Your audience (current and potential)
Your message
Your Intellectual Property (IP)
Your network (brand) champions
Technology tools and platform(s)
Measurement (ROI and other indicators)
The process, structure, plan and resource allocation to implement your strategy
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Social Media, the new Gold MineWhy is social media so critical? Engagement = Retention Member satisfaction Higher levels of sales
Social Media
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Viewing Member Data as an Asset Data vs. Information Augmenting Data
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Data vs. Information Data is what everyone has – usually more
than you know what do with Information is what you need
Business intelligence Profiling Predictive Modeling Information can be monetized
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
How can I use my Member Data? There are many ways to turn data into
Intelligence Simple Reporting Profiling Statistical Analysis Predictive Modeling Alerts
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
What is a Member Data Warehouse?
What is it? Data Warehouse vs AMS Why do I need one? Integration
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
How can I Monetize All of This? Turning a Profit Using Social Media Data and Platforms
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Strategies for Monetization Using the presented techniques to
Increase member conversion rates Decrease member churn rates
Exposing your data in the aggregate to the industry
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Turning a ProfitWhat are examples of using social media and data to drive ROI? Member recruitment Member retention Meeting attendance Product sales (incl. special offers) Services sales
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Turning a Profit Targeted advertising Sponsorship on various platforms Data mining and aggregation
Reports Access to insights
New product and service innovations Intellectual Property creation
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Q&A
SOCIALSTRATP r o f e s s i o n a l S o c i a l M e d i a S t r a t e g y
Questions?
Terrance Barkan
www.socialstrat.org
David Ricciardi
www.proximo.com