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!

13

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)


LinkedIn’s all biz

All aTwiIer for news & ideas


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


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


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

[email protected] goldenprac4cesinc.com goldenprac4ces.com (blog) @michellegolden (twiIer)

More Info: slideshare.net/goldenm

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Building Member Loyalty - CPA Firm Associations