ISA Management Division

Social Media: Why Do We Care, How Do We Put it to Work?

October 18, 2011

Juliann GrantTelesian Technology

Who’s in Control Today?

Social Media: What’s It All About?

• Producing, consuming, exchanging information through online social interactions and platforms

• It’s about knowledge & trust– The Internet is a vast knowledge base– Search engines, web sites, YouTube, LinkedIn,

Facebook, SlideShare, etc.• They all have their uses

– Who do you trust more about information on a new level sensing technology – Google or a fellow worker with hands on experience?

ISA is a Knowledge Rich Resource

• 134 sections representing 26,770 members in 14 districts and 1 region

• 18 Exec Board members• 28 members of the Board of District VPs• 16 members of the board of Dept VPs• 11 Executive Board standing committees, e.g.

conference & exhibits, tech policy, lifetime members

ISA Produces Massive Content

• 14 Department Board-level standing committees• 5 Department Board-level task forces

– Web Task Force– Social Media Task Force

• 3 District Board standing committees• 1 District Board task force

ISA Depts Handle Society Business & Member Information Needs

• Automation & Technology Divisions• Industries & Sciences Divisions• Image & Membership• Professional Development• Publications• Standards & Practices• Strategic Planning

Automation & Technology Divisions

• Analysis• Automatic Controls & Robotics• Communications• Management• Process Measurement & Control• Safety• Test & Measurement

Industries & Sciences Divisions• Aerospace Industries• Chemical & Petroleum• Construction & Design• Education (NEW)• Food & Pharmaceutical• Glass & Ceramics• Mining & Metals• Power Industry• Pulp & Paper• Textiles TIG• Water & Wastewater

Management Division

• Leadership, quality, operations, R&D, sales & marketing, etc.

• 2-3 newsletters per year– Leadership column– Marketing column– Social media column (new)– Standards update– Book reviews– Current topics in Quality, Supply Chain, Education,

etc.

Management Division

• 6th Annual Marketing & Sales Summit• www.marketingsalessummit.com• Leading edge work in social media tools• Contributions to Automation Week• International Management Summit (planning

stages)

Social Media is Word of Mouth Referrals

• Tapping into the referral network helps at a personal level & a business level

• Succeeds because– It is believable– It is self-reinforcing– It is self-spreading

• Connect with enthusiasts– Tap into enthusiasts with recommendations and reviews– Create a community for passionate ISA members– Participate in and energize online communities

Social Media as a Marketing Tool for Society Growth

• We are ISA’s best marketing channel• Traditional OUTBOUND marketing

– Pay your way in, preach• Advertising• PR• Commissions

– Interruption based

• Today’s INBOUND marketing– Earn your way in, share knowledge

• Blogs• Search engine optimization• Social media

– Permission based

Why Do We Care? Today

• Our current members– LinkedIn

• All business• Over 60 million users

– Largest Facebook demographic is ages 35-54• Fastest growing is 55+

– Raw usage numbers are too big to ignore• Twitter: over 75 million users• YouTube: over 100 million visitors per month• Facebook: over 700 million users• Compare to Google’s 400 million visitors per month

Why Do We Care? Tomorrow

• Our future members– Teens spend 60% less time watching TV and 600%

more time online than parents (arthur page soc)

– Emory University’s freshman class survey• 97% had Facebook accounts• 24% logged on 18 or more times a day

– Boston College no longer issues email accounts to students

– 64% of online teenagers engage in at least one type of content creation (pew internet project)

The Shift to Social Media

• People want to be with their peers• Shift thinking to how to serve members online

– Build relationships– Add value to a member’s day

• Make members and volunteers visible– Favorably position organization– Enhance communications– Enable more effective recruitment

What social media network do you use the most (for any reason)?

Facebook 36%

Twitter 3%

LinkedIn 54%

Google+ 1%

Other 4%Business Networking 1%

If you use Facebook, do you use primarily for:

Personal 61%

Both 3%

Skipped 36%

Insights

• LinkedIn still strongest social network for engineers– How are you using it? Are you leveraging that opportunity?

• Facebook mostly used for personal – no surprise• Twitter adoption still slow

– Requires more time to develop a network and techniques to participate

– More brands participating than ever before• 31 percent of consumers follow between one and five brands on Twitter• 47 percent follow a company on Twitter because it has interesting tweets. • Other reasons: getting discounts, participating in contests and speaking

with customer service (http://blog.lab42.com/wp-content/uploads/2011/08/twitterinfo-final.jpg)

• Google+ a network to watch – Not clear how business/brands will be accepted

Which avenues do you pursue for product research?

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INSIGHTS:

• Customer 2.0 still approaching research business as usual

• With Google leading the way• Personal contact still leading

ahead of social media• Trade shows holding strong• Blogs growing as a resource

ISA Presence inSocial Media

ISA’s New Blog

ISA Marketing & Sales Summit

ISA Marketing & Sales Summit on SlideShare

ISA on Twitter

ISA on Facebook

ISA Groups on LinkedIn

ISA Members on Flickr

ISA’s Livestream Video

http://automation.isa.org/livestream

Setting the Strategy

Social Media Strategy• Develop strategy

– Listen, watch, gather info, learn

• Establish organization/brand/your own voice– How can we serve members, industry influencers

better?– How do we present the ISA brand?

• Individuals, one organization ID, several IDs

– How do I represent myself?

• Determine risks• Who needs to be involved?

– Staff and volunteers at the international, national, section, and division levels

Social Media Objectives

• LISTEN: seek member insights for use in marketing and membership benefits (research)

• TALK: extend your current digital outreach initiatives (marketing)

• ENERGIZE: find enthusiasts to energize (sales)

• SUPPORT: be an indispensible resource (support)

• EMBRACE: integrate members into ISA (development)

Start by Listening

• Start small, think big• Dedicate at least one volunteer to the effort• Choose a knowledgeable person to interpret

information and integrate with other sources• Watch other organizations closely

Plan First: Internal Processes

• Content is king– What content? PPTs, webinars,

Videos, technical papers– Who is responsible for content– Establish a content publishing

schedule and flow of information

• How to handle requests or suggestions

• How to handle support issues– Prepare for customer questions,

potential problems

Blogs: Think Differently• Tips for successful blogging

– Start by listening– Determine goals for blog

• Increase membership• Promote events• Provide tech info

– Develop an editorial process• Which members will contribute?• What topics? Industry insight, how to’s, mgmt

– Design blog and connection to web site• Link via ISA web site• Link via social media sites

– Blogging isn’t just writing– Be honest

Tell Stories

• Write in pictures• Write in first person• Tell personal experience stories• Write like you speak• Keep in brief• Cite statistics• Use visuals• Keep headlines declarative• Always cite and link to sources• Invite response

Remember, It’s an Opt-In World

• Power is shifting to the member and communities

• Provide multiple mechanisms to interact– Voting, surveys, guest posts, comments

• Offer options on media choice to receive information– PDF, audio, video

• Want to feel connected to organization• They want it their way• Corporate-speak is not welcome

ISA Marketing & Sales Summit:Social Media Structure

• Website/blog, Facebook, Twitter, LinkedIn Group, SlideShare, Livestream

• Pre-event webinars• Planning Committee

– Social Media Sub-committee– 4-5 volunteers– Team approach

• Establish a blog posting schedule leading up to event– Original posts, Abstracts and speaker bios, sponsor profiles,

webinars, Livestream– Frequency: 1 post/week, more as event got near

• Hootsuite to support Twitter team (3 people - daily)

Using the Tools

Start Listening

Don’t like RSS? Use Email

LinkedIn: The Business Network

• Engage the business community– Create a personal profile– Join relevant groups– Establish closer relationships with contacts– Contribute expertise– Find a job, advertise a job– Create a corporate profile

LinkedIn Groups

ISA LinkedIn Group

Participate in Discussions

Answer Questions

Twitter: Headline News Network

• Ages: 62% 25-54• More than 90% of visitors are moderate or heavy

Internet users• Engage influencers, establish brand, respond to

questions– Customer service– Member leads– Brand building– Personal connection

Changing Communications

Like it or not, Twitter is quickly revolutionizing the way our entire news ecosystem operates, from journalist to consumer, and blurring the

lines in between,"

Andrew LipsmanComScore

Twitter’s Top 2 Power Tools1. Search

2. Hashtags

Search for keywords

Search by #hashtag

Monitor competitors

Catch a conference you could not attend

Automation #Hashtags

Participate, Be Visible

Choose follows wiselyRules of the Road

1. You don’t need to follow back everyone who follows you.

2. Beware of Spammers– High following rate– Low tweet and follower count

3. Evaluate every profile

4. Do not set up Automatic Direct Messages for new followers that are overly promotional.

Respond Quickly

Most

social

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come from

a slow

response

Building your Twitter Brand

Tweetchat schedule: http://bit.ly/9NlzoE

• Great for finding like-minded people to follow

Live tweet an event: Participate in a TweetChat:

Twitter Listening Tool

Set up a Facebook Page

YouTube: The Popularity of Videos

• Develop an organization channel– Create and upload interesting content– Learn lifecycle of your videos– Promote your videos– Review where embedded

Profile Management: Hootsuite

- Multiple Twitter profiles- Facebook (personal and Pages)- LinkedIn- WordPress- FourSquare- Teams- Analytics

Social Media: Summary

• Actively listen and observe before starting– Blog(s)– LinkedIn– YouTube, Slideshare– Twitter, Facebook

• Establish objectives• Create a unifying concept or theme

– Division, section, department, technology

• Set up accounts– Blog: Wordpress or Blogger– Others are local to the community

It’s Social & Interactive:Keep Visitors Coming Back

• Develop a Content Plan• Capture interest, interact with readers• Engage with dialog and surveys, find out

what they want• Build on core pieces like how to articles,

videos, success stories• Need a balanced media mix

– Text, audio, video

Social Media: Summary

• Cross-link your social media assets– ISA web site– Other ISA organizations– Other industry organizations

• Integrate into all efforts– Event promotions, programs, training

• Monitor and respond to member discussions

• Nurture the community

Social Media As a Search Engine Optimization Tool

• Create shareable content– Encourage links

• Make sharing easy– Embed buttons & widgets

• Reward engagement– Use promotional or content offers

Ten things to avoid in Social Media

1. Set up a social media profile and then ignore it.

2. Set up a blog and ignore it.

3. Use social media to broadcast your message only.

4. Using a formal, stodgy corporate tone.

5. Not establish a Listening Strategy first.

Ten things to avoid in Social Media

6. Ignoring information gathered from Listening.

7. Not share other relevant industry information

8. Take false credit for information or links

9. Not be transparent

10.Defend against negative comments, tweets

- Use the opportunity to have a discussion

Questions?

Juliann Grant

Director-Elect, Management Division

julianng@telesian.com

Blog: http://blog.telesian.com

Twitter: www.twitter.com/julianng

LinkedIn: http://www.linkedin.com/in/julianng

Thank you!!