shopit4me review - how social media helps to boost your reputation and sales

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Webinar agenda

• Creating a strategy

• Specific steps

• Ideas for posting

• Examples

• Monitoring

• ROI

• Summary

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

About Me

• Curt Moss, Senior Product Marketing Manager @ WebLink

• 12 years at member-based orgs – Las Vegas Chamber of

Commerce – Chapter of National Safety

Council • 7 years @ WebLink

– Faculty for W.A.C.E. – Present at association and

chamber conferences

linkedin.com/in/curtmoss

linkedin.com/company/weblink-international

#WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

About WebLink

• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations

• Established in 1996, 60 Employees, based in Indianapolis, IN

• 94% Customer Retention Rate

• Based in Indianapolis, Indiana

• 94% Customer Retention Rate

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

About WebLink

• Membership Management Software

• Website Design & Development

• Non-Dues Revenue Programs

• Partner in Your Success

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

WebLink Websites

• Responsive website design

• Automatically adjusts for any screen

• Fully integrated database & website

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

About WebLink

• iPad app for mobile commerce

• Integrated credit card reader

• New member sales

• Event registrations

• Pay open invoices

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

WebLink Blog

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Our next webinar: October 31, 2:00 pm EDT

5 Mistakes That Haunt Associations When Using Their

Membership Database

weblinkinternational.com/haunt

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Do you have a social media strategy and content calendar?

We don’t use social media

9% We have a

strategy but don’t always

follow through 17%

We utilize social media but don’t have a strategy

59%

We have a strategy and a

content calendar

15%

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Do you store your members’ social media pages and profiles in your membership management software?

Unsure 26%

We don’t have that feature in

our system 49%

We have social media profile

data stored for a FEW members.

16%

We have social media profile

data stored for MOST

members. 9%

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Which social media network have you found to be most effective in connecting with members?

Facebook 49%

LinkedIn 12%

Twitter 9%

I'm not sure/other

30%

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Have you acquired a new member via your use of social media?

I’m not sure how we could

tell 50%

No 25%

Yes 25%

Strategy

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

What makes up a strategy?

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Goal

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Plan

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Action

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Measurement

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Evaluation & Analysis

Social Media = Communications Tool

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

What is your strategy for...

• Newsletter

• Events

• Email

• Website

• Blog

• Mailers

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Relevant & Useful Information...

• Business issues

• Government advocacy efforts

• Organizational programs

• Benefits

• Events

• Educational or community topics

Use Social Media for the same things!

(and more)

Social Media is about...

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Goal

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

What are your

social media

goals?

Can you answer in 15 words or fewer?

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Goals

• Gain new members • Improve retention • Increase event

attendance • Exposure for members • Connect businesses • Extend reach • Expand influence • What else?

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Plan

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Let’s give them something to TALK about

How often does your email marketing message get

forwarded to a subscriber’s entire address book?

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Add share buttons from Facebook, Twitter, LinkedIn

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Who do they believe?

• Consumers trust recommendations from friends and colleagues over advertising

• The “social graph” is becoming more important to companies’ marketing efforts

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Action

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Listen, then talk

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Respond

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Tell, Don’t Sell

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Just Be You

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Give Stuff Away

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Admit Your Mistakes

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Be Grateful

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Provide Support

Get them to tell THEIR story (through YOU)

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

What can you post?

• “How I got the business” • Write blog posts for you • How issues affect them, both positive and

negative (with organizational spin) • Tag them • Mention them • Promote them • Encourage others to reply, respond, retweet

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

ASK them to post after/about...

• Joining • Events • Awards • Certifications • Ribbon cuttings • Major business issues • Community topics • Tie to your organization

whenever possible

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Ask for referrals

• “Do you know any businesses that should join our organization?”

• Track in your membership management software

• Reward them if the business joins

• Thank them via social media

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Catch them promoting you…

• Other businesses, especially members!

• Ask them to mention your organization, events and programs

• Reward them?

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Yes, your members WANT to know what you’re doing for them and the

business community you serve!

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

What you’re doing...

• Business issues • Government advocacy

efforts • Member programs • Discounts & affinity

programs • Events • Community & business

topics • Leading • (fun)

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Engaging your tweeps

• Reply to them

• Retweet them

• Ask questions

• Post useful information

• Include links!

• Include photos!

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Things to avoid

• Posting same things everyday

• Not following back (for local tweeps)

• Not replying (one way communications)

• Inappropriate posts

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Make your content “sharable”

• Social sharing widgets • Like button • Tweet this button • Add This • Share This • Wibiya or other social

tool bars

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Profiles

Add links in your signature

Staff page on website

Footer of email newsletters

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Examples

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Twitter tools for local organizations © WebLink International

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Twitter tools for local organizations © WebLink International

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Mix online & offline

• Send notes for items you see online

• Bring up online interactions when face to face

• Post about IRL interactions

• Share tweets and posts in print, on your website

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

“Use” your members

• Who has a big following on Facebook or Twitter?

• Find ways to engage them to talk about you

• Their fans work for businesses, too!

• Reach the next level

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Bonus Facebook Tips

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Friend-vertise

• You can target ads against just the friends of people who have "liked" your brand on Facebook

• When those people see your ad, they will see listed the names of their friends who like your brand, too.

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Bonus Tip – For your members

Add members’ social media links on their listing on your website. Connect them with potential customers.

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Use your AMS to store members’ profile data

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

90% of consumers would most likely recommend a

brand name to other people after interacting with the

brand on social media. Internet Advertising Bureau Study, July 2013

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Measurement

Marketing without

metrics isn’t

marketing.

It’s guessing.

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Word of Mouth

• Powerful • Free

• Can’t control • Potentially scary

• What are they saying?

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Can you measure it?

How likely is it that you would recommend our organization to a friend

or colleague?

Scale of 0-10

The Ultimate Question

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Why 0-10?

• 1-5 yields “3s”

• With 1-10 some people will reverse good/bad

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

How likely is it that you would recommend our organization to a friend or colleague?

10 9 8 7 6 5 4 3 2 1 0

Extremely likely

Not likely at all

Promoter Passive Detractor

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Net Promoter Score

Promoters Net

Promoter Score

Detractors - =

The results may be

humbling.

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

New member sales

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Member retention

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Evaluation & Analysis

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Tracking

• Custom fields in membership management system

• Lead source code • Excel or Google docs

spreadsheet • Twitter lists – members,

prospects • MUST link online action to

offline action somehow

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Monitoring EZ

• Twitter Search

• Google Alerts

• Facebook Page stats

• LinkedIn Page stats

• Social monitoring tools

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

search.twitter.com

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Google Alerts

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Management, listening & influencer tools

• Hootsuite • TweetDeck • Buffer • Radian 6/Salesforce • trackur • Klout

• Google “social media

monitoring software”

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Mention

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

ManageFlitter

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Demographics Pro

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Twazzup

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Facebook Insights

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

LinkedIn Insight & Analytics

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

LinkedIn - View Your Followers

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Website Traffic

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

ROI Simplified

• What did you want? (GOAL)

• What did you get? (RETURN)

• How much did it cost? (INVESTMENT)

• What are your social media goals?

• Do they involve $$?

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Keeping Track – Old School

• Log time spent

• Budget time

• Track leads, sales, etc., in CRM software

• Divide sales (goals) by time and $$

“Tools can make this simpler, but ultimately, it’s down to you and your friend Mr. Grey Matter to distill data into insights, and insights into actionable recommendations.”

- Kat French, on Social Media Explorer

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

WebLink Recap: An Integrated Solution

• ONE web-based centralized database

• Prospects, members, non-members and all reps in same system

• Financials, events, email, committees, website, reporting

Central DB

Financial System

Website

Email Marketing

Members

Events

Prospects

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Association & Chamber Websites

• 500+ client websites • WebLink Local business

directory drives 67% increase in traffic from organic searches

• Adds value for members • Non-dues revenue • Responsive website

design

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

iPad App for Mobile Commerce

• Sell memberships • Event registrations • Integrated credit card

reader

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Our next webinar: October 31, 2:00 pm EDT

5 Mistakes That Haunt Associations When Using Their

Membership Database

weblinkinternational.com/haunt

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

3 Questions

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

Webinar Recap

• We will email copy of presentation to attendees

• Link to video recording of webinar

• Please let us know if you have any questions

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

The Purple Cow

Social Media Strategy to Increase Member Sales & Retention © WebLink International #WebLink

“Turn strangers into friends. Turn friends into customers. Turn customers into salespeople.” - Seth Godin

WebLink International 3905 W. Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com

Curt Moss

Senior Product Marketing Manager curt.moss@weblinkinternational.com