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AICPA & CPA/SEA Interchange 2012 event slide deck for Michelle Golden's session on "Building Member Loyalty: Modern Marketing & the Social Web"
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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)
6
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
• 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
15
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)
16
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
18
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
23
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
26
File Sharing Sites: YouTube Subscrip4ons: cpatrendlines
27
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
[email protected] goldenprac4cesinc.com goldenprac4ces.com (blog) @michellegolden (twiIer)
More Info: slideshare.net/goldenm