Building Member Loyalty - CPA Firm Associations

Building  Member  Loyalty  Modern  Marke4ng    and  the  Social  Web  

@michellegolden      #intchg12  

By  Michelle  Golden  

Today.    

•  WHAT  &  WHY  •  What’s  SM,  exactly?  

•  Why  does  it  maIer?  

•  HOW  •  Building  community    •  What  works,  what  doesn’t  

Social  media  =  evil  fad  Myth #1  

Happy  Birthday!  

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6  

8  

11  

9  

5  

Image:  thomaschung  (flickr)  

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Social  media  are  for  young  people  (members  don’t  care)  

Myth #2  

US:  Boomers’  Web  use  

2000 2010 Using Net 40% 74%

Daily traffic by Boomers

24% 32%

Online daily 24% 69%

Mult x per day

< 5% 36%

Source: PEW Internet & American Life Project, Mar, 2010 8  

US:  Monthly  internet  use  

Age Avg Hours 35-49 92

55-64 85

65+ 73

25-34 64

12-17 26

18-24 25 Source:  Neilsen   9  Source: PEW Internet & American Life Project, Mar, 2010

As  of  3  years  ago.  Today?  

Image:  fuzzyscalyman  (flickr)  

Fully  integrated  

We  need  a    social-­‐media  plan.  

Myth #3  

Do  fewer  things  beIer  

Leverage  Mul4ple  Channels  

•  Print  •  Web  

•  Email  

•  Paid  media  

•  Earned  media  

•  Events  •  Organiza4onal  ac4vi4es  

Con4nue  personal  in  digital  

•  LinkedIn  •  Groups,  events  •  No4fica4ons,  updates  

•  TwiIer  •  Special  lists  •  Updates  &  resources  

•  Facebook  •  Events,  updates,  resources  

•  Content  sites  (YouTube,  Slideshare,  blogs)  •  Pre-­‐  and  post-­‐event  •  Thought  leadership  

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From  digital  to  personal  

•  LinkedIn  •  Introduc4ons  &  recommenda4ons  (don’t  use  automated)  •  Congrats  &  follow-­‐up  

•  TwiIer  •  Tweetups  &  tweetchats  

•  Facebook  •  Events  &  “likes”  

•  All  •  Correspond!  •  Video  (skype,  face4me)  

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LEADS  

INVOLVEMENT  

Level  of  involvement  

Passive  “come  to  me”  

Par:cipatory  “present,  resource”    

Engaged  “proac:ve,  outreach”    

goldenprac4ces.com   17  

Pick  Your  Purpose  

1.  Associa4on  development  •  Build/strengthen  prospect  rela4onships  •  Credibility  •  Proof  of  strength  as  a  resource  

2.  Member  resources  •  Community  development  •  Interact,  share    

3.  Customer  service/member    •  Monitor  •  Make  problems  right  •  Create  proac4ve  fan  base  

4.  Just  to  learn  

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image: abbeychristine (flickr)

•  Reconnect  (transient)  •  Who  knows  whom?  (minus  context)    

•  Load  up  &  look  up  (mini-­‐CRM)  

•  Reasons  to  reach  out  (no4fica4ons)  •  Moderate  interac4on  (easy)  

•  Demo  exper4se  (answers  &  groups)  

•  Front  of  mind  (unobtrusive)  

•  Research  (mee4ng  prep)  

goldenprac4ces.com   20  

LinkedIn’s  all  biz  

All  aTwiIer  for  news  &  ideas  

goldenprac4ces.com   21  

Facebook  extra  value  

•  Being  “real”  

Blog Aggregators (Yahoo, Newsgator,

Google Reader, others)

Services convert to e-mail (Feedblitz or

Feedburner)

Any webpage as dynamic content

(yours or others)

SUBMIT BLOG POST

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Who’s  Cut  Out    for  Blogging?  

hIp://www.slideshare.net/goldenm/anatomy-­‐blog  hIp://www.slideshare.net/goldenm/new-­‐blog-­‐process-­‐chart  

goldenprac4ces.com   24  

Which  tool  for  what?  

hIp://www.slideshare.net/goldenm/comparing-­‐social-­‐media-­‐tools   25  

File  Sharing  Sites  -­‐  Slideshare  Subscrip4ons:  goldenm  

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File  Sharing  Sites:  YouTube  Subscrip4ons:  cpatrendlines  

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Build  YOUR  house  

BLOGS  

Social  media  channels  

BLOGS  

Channels:  online  &  off  

BLOGS  

Decision  

Where  will  members  hang  out?  

Implemen4ng  

No  spit  shine  

•  Quality  products  or  offerings  

•  Quality  service  

•  Quality  experience  

•  Bringing  people  together  

•  Enriching  [professional]  lives  

Who  cares  

Image:  brian-­‐ford  (flickr)  

Get  found  

•  LinkedIn  profile  (solid)  •  Google  profile  (claim)  

•  Interact  •  Blog  comments?  •  TwiIer?    •  Facebook?  •  Google+  ?  

©  2010  Golden  Prac4ces  Inc  

Friends  &  followers  

•  Peers,  colleagues  •  Industry  experts,  associa4on  reps  •  Local  and  na4onal  media  

•  Thought  leaders  •  Members  

•  Strangers  who  ask  

Winning  new  friends  

•  Be  friendly  and  helpful  •  No  auto  DMs,  no  spammy  posts  

•  Make  lists  that  people  want  to  be  on  

•  RT  •  Thank  •  Promote  others’  stuff  

goldenprac4ces.com   38  

Tune  out  the  noise  

•  Lists  •  Third  party  apps    (feed  readers)  

•  Time  limits  

•  Turn  off  no4fica4ons  (use  separate  email)  

Image:  misskelly  (flickr)  

Google  Reader  to  monitor  

iGoogle  to  watch  

No  

Yes  

Ac4on  plan  

1.  Know  your  audienceS  (clarity)  2.  Polish  up  offerings  for  each  3.  Understand  the  channels  4.  Humanize  &  be  findable  

5.  Listen  6.  Find  your  peeps  7.  Engage  8.  Share  &  build  content  9.  Tie  pieces  together  10. Nurture  community  

michelle@goldenprac4ces.com  goldenprac4cesinc.com  goldenprac4ces.com  (blog)  @michellegolden  (twiIer)  

More  Info:  slideshare.net/goldenm