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How to Leverage Social Media for Successful Marketing and Membership Recruitment

Here are the slides for a webinar I’m conducting today for Springer; where I’ll be talking to 100 scientific and healthcare societies about their social media marketing efforts. These slides should be self explanatory, but if you have any specific questions about social media marketing for associations, please feel free to post them in the comments.

The main points I make in this presentation are the following:

- most associations have some social media presence; if you don’t yet, you are well behind the curve, at this point.
- the biggest challenges for most marketers are measuring ROI, having social integrated throughout the organization, and having enough budget to do it properly.
- Social CRM is the way that you will get to ROI. Change the conversation away from the tools (“we should be on Facebook”) towards how you’re applying social data to membership management; then it becomes part of everyone’s job, not some annoying frivolous thing on top of everyone’s already full plate.
- Identify your marketing goals. Pretty much all of marketing will fall into these buckets: Recruitment, retention, outreach (sales).
- Those marketing goals will determine what sites you should be on.
- See a bunch of examples
- Test, test, test, and then test some more
- read Social Media ROI, the Like Economy, Content Rules, The Social Media Strategist and our white papers for more.

 

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(photo credit)

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