memx2014 presentation for memberwise
DESCRIPTION
Our results presentation from an audit of 20 member organisations and trade associations across five social media platforms: Facebook, Twitter, LinkedIn, Google + and YouTube. Includes best practice case studies. For the full audit PDF, email [email protected]TRANSCRIPT
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Deeson Member Communications
Helping businesses and organisations to achieve their goals through digital solutions, publishing, branding and marketing
communications since 1959.
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Emily TurnerContent and Marketing Strategist
Dominic DeesonChairman
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The BIG DMC Social Media Audit
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20 membership organisations
• Airport Operators Association • Association of Accounting
Technicians • Association of Anaesthetists of
Great Britain and Ireland • Association of British Insurers • Association of British Travel Agents • Association of Convenience Stores • Association of Optometrists • British Banking Association • British Beer and Pub Association • British Dental Association
• British Safety Council • British Soft Drinks Association • British Toy & Hobby Association • Chartered Institute of Marketing • Chartered Society of
Physiotherapy • Girlguiding UK • Institution of Engineering &
Technology • Law Society of England & Wales • Renewable UK • Royal College of Psychiatrists
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Five platforms
• Twitter • LinkedIn
• YouTube
• Google+
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The process
• Brand consistency
• Page set up
• Frequency
• Response rate
• Engagement levels
• Customisation
• Community management • Social etiquette
• Variety
• Rich content
30 points per platform across: • Content • Engagement • Branding
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Anyone can do social media!
Can’t they?
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Here are your challenges…
1. KPIs
2. Analytics
3. Skills
4. Resource
5. Content 6. Budget 7. Lack of control
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And then there is this…
The death of organic reach
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Free is over1. Facebook posts in news feeds down to 2% and to
reach zero by end of 2014
2. LinkedIn killed products & services pages, wants showcase pages and is focusing on curation
3. Twitter has launched geo-targeted ads in the UK
4. YouTube is making videos viral before they go viral
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Why all the tinkering?
The venture capitalists want ROI
Drat…
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Top score: 29 Lowest score: 0 Average score: 13 Above 2% engagement: 9
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Winner: GIRLGUIDING UK
Runners up: • Association of Accounting Technicians
• British Safety Council
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• 6% engagement • Aimed at all stakeholders
• Strong management
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Keeping a heritage organisation relevant
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• Advocacy • Emotion
• Beating curation
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Showcasing members
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Shareable graphics
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Lack of images? Use graphics
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Designing for social media
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Top score: 27 Lowest score: 7 Average score: 19 Above average influence: 18
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Winner: GIRLGUIDING UK
Runners up: • Association of Accounting Technicians
• Association of Optometrists
• Institution of Engineering and Technology
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• 40% influence rate
• Outside of 9-5pm
• Visual content
• Member support feed
• Transparent and open
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User generated content
• Simple
• Effective
• Rewarding interaction
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Retweeting member activity Clear calls to action
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Use backgrounds to signpost - even with Twitter’s changes
Scratch and tweet campaigns
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• Event hashtags
• Live event tweeting
• Magazine signposting
• Reciprocal • Retweeting • Show you are listening
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Strong video content
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Top score: 26 Lowest score: 0 Average score: 11 Regular uploads: 5
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Winners: • ASSOCIATION OF ACCOUNTING
TECHNICIANS • INSTITUTION OF ENGINEERING
& TECHNOLOGY
Runners up: • Chartered Institute of Marketing
• British Safety Council
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• 600,000 views
• 516 subscribers
• Featured content • Page complete
• Avatar?
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• Organisation
• Relevant content • Strong profession focus
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• 450,000 views
• 1,790 subscribers
Great content mix: • Humour (+ animals) • Practicals
• Event highlights
• News
• Policy
• Resources
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Showcasing member benefits
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Top score: 28 Lowest score: 0 Average score: 16 Regular uploads: 4
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Winners: ASSOCIATION OF ACCOUNTING TECHNICIANS
Runners up: • British Safety Council • The Law Society
• Royal College of Psychiatrists
• Institution of Engineering and Technology
• Girlguiding UK
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• Nearly 6,000 followers
• Pinned posts
• Daily updates
• Custom visuals
• Good engagement
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• Careers tab
• Promoting jobs
• Featured employees
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Promoting: • Training bookings
• Awards entry
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Top score: 17 Lowest score: 0 Average score: 3 Linked to YouTube: 3
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Even Google isn’t sure…
What’s happening with Google+?
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Winner: ASSOCIATION OF BRITISH TRAVEL AGENTS
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• 27,000 views
• Strong branding
• Daily updates
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tumbleweed
Where do we go from here?
• Social doesn’t take five mins
• It needs cultural change
• Become a social organisation
• Use tools
• Set goals and measure
• Then evaluate, adjust and repeat!
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Don’t rely on luck
Get our tips and advice. A
Ask for our audit PDF.
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Register today
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Follow us! !
@DeesonMC deeson-mc.co.uk