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Here are the updated/revised slides from the AMC Institute's Social Media Workshop ... presented in San Antonio, February 10, 2010. It includes resources and links.
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Social Media WorkshopFebruary 10, 2010
Faculty: Steve Drake, DrakeCo
Jim Andrews, Q&A Business SolutionsJamie Notter, Management Solutions Plus
Brian Reuwee, DrakeCo
1) Basics
What to use? Why? Tips. Policies.
2)Strategy
Building, weaving it all together, overcoming clutter
3)AMC Issues
Introducing to clients; billing; use for AMC marketing
4)ROI / Measurement
Expectations from Workshop
Today’s Agenda• Welcome & Introductions• Review survey & Expectations• Preview – Social Media Basics• Listening & Relationship Strategies• Measurement & ROI• Question & Answers
– Break• Hands-on Tutorials (small groups)
Survey on Social Media Usage
AMC InstituteFall 2009
www.pewinternet.org
Use of Social Media
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Blogs Google FaceBook LinkedIn
AMC-Yes AMC-No Client-Yes Client-No
Use of Social Media
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Twitter YouTube SlideShare Flickr
AMC-Yes AMC-No Client-Yes Client-No
Personal Use of Social Media
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
Daily Weekly Monthly Rarely Never
DemographicsScope of Clients
18%
44%
15%
23%
Int'l Nat'lReg/ State Local
Type of Clients
47%
34%
8%
11%
Trade Prof SocCharitable Other
Demographics# of AMC Staff
56%26%
12%6%
1 to 19 20 to 4950 to 99 100+
Position in AMC
66%
10%
5%
0%
19%
Owner/ CEO Sen MgrED ITOther
Your Expectations from Workshop
1) Basics
What to use? Why? Tips. Policies.
2) Strategy
Building, weaving it all together, overcoming clutter
3) AMC Issues
Introducing to clients; billing; use for AMC marketing
4) ROI / Measurement
Social Media Overview
What is Social Media
+
=
+
What is the buzz all about?• Becoming a recognized thought leader to a
wide audience.• Monitoring the electronic conversation about
Industries, Professions, Association Trends, Your association clients, Your AMC
• Reaching a larger audience with your messages.
Positioning Your AMC to Maximize Social Media
• Be current with the technology and social media tools
• Have Policies in place for usage• Risk Management• More Work = More Revenue
Introducing Social Media to Clients
• Social Media is part of the overall marketing plan
• Utilize a volunteer champion from within the association to “sell” the initiative to the Board.
• Focus on metrics and ROI.
Social Media Communities…The Value to Associations
• Not new…Yahoo Groups, Google Groups, Bulleting Boards, Listservs
• Strengthening the affinity with the association.– Members want to be and be associated with
thought leaders.
• Inherent risk.
Professional vs. Personal use of Social Media
• Be careful of who or what you connect to your personal account vs. a business account.– Fan pages vs. personal accounts
Social Media Platforms
• MySpace• Facebook• LinkedIn• Blogs• Twitter• YouTube
Twitter Tools• CoTweet (www.cotweet.com)• TweetChat (www.tweetchat.com)• HootSuite (www.hootsuite.com)• TweeetDeck (www.tweetdeck.com)• TweetLater (www.tweetlater.com)• TweetStats (www.tweetstats.com)• Twilert (www.twilert.com)• TwitterBeeps (www.twitterbeeps.com)• SocialMention (www.socialmention.com)
Other Low-Cost, Effective Tools/Websites
• Delicious (www.delicious.com)• Xmarks (www.xmarks.com)• NING (www.ning.com)• Ping (www.ping.fm)• Stumbleupon (www.socialmention.com)• Tweetadder (www.tweetadder.com)• Dropbox (www.dropbox.com)• SocialOomph (www.socialoommph.com)• Socialfish (www.socialfish.org)• NTEN (www.nten.org)
User-generated content
What’s Social Media Good For?
1. Listening
2. Building Relationships
3. Building Community
Listening
1. Brand Monitoring
2. Finding relevant topics
3. Finding relevant talkers
Listening: Keywords•Organization name
•Organization url
•Execs/personalities/key people
•Other similar or competing orgs
•Programs/products you sell
•Industry terms
•Special events you're running
•Causes you support
•Campaigns you're managing
4 Free Listening Tools
Google Alerts
Tweet Beep
BackType
Social Mention
http://www.google.com/alerts
http://www.tweetbeep.com
http://www.backtype.com
http://www.socialmention.com
Alerts to RSS
RSS in Plain English
www.commoncraft.com
Building Relationships
1. Be yourself
2. Tell your stories
3. Find your social objects
Basic Tools
Blogs
Facebook/Linked In
YouTube
Social Media ROI• How do you measure
return on investment for social media?
• How to set objectives to determine ROI?
• What are other AMCs and AMC clients doing?
http://www.youtube.com/watch?v=ypmfs3z8esI
Measuring ROI
Net Gain (increased revenue &/or decreased costs) - Investment (time & resources)
Investment= ROI %
Measuring ROIPLAN FIRST• Set Goals• Determine Metrics• Strategy• Tactics
What others are doing to measure ROI
• Google Analytics• Google News Alerts• New Business Leads• Followers & Fans
Q&AWhat do you want to learn? Survey’s Top Question Area Topics were:
– Social Media Strategy– AMC “issues” with Social Media– Measurement / ROI
Hands-on Plans3:45 – 4:15 Blogging (Jamie) LinkedIn (Jim) Twitter (Steve) Facebook (Brian)
4:20 – 4:50 Facebook (Brian) Google News Alerts (Steve) LinkedIn (Jim) Twitter (Jamie)
