2011 asae tech conf social media strategy
TRANSCRIPT
Social Media Strategy: Moving Beyond “How-to”12/8/11 & 10:00 a.m.Hub Tag: #Tech11 xxx
2011 Technology Conference & Expo
John ChenTrevor Mitchell
Sara Wood
Objectives
• Moving beyond the basics– Roadblocks– Strategic Planning & Community– Next Level
• Focus on– Strategy– Business Value– Approach
RoadblocksThe problems organizations encounter when creating a plan for online community development.
Trevor Mitchell
What’s Next?
Discussion: What are your roadblocks?
Frequent Roadblocks
• Internal silos• Purpose• Messaging• Tracking
Dreaded silos
• Marketing• Membership• Publications/Education• IT• Others
What Purpose Does it Fill?
• Increase membership numbers?• Increase membership engagement?• Increase registrations?• Increase product orders?• Increase awareness of the
association/industry?• Combination?
Messaging
• No message works the same– Twitter = Cocktail Party– Facebook = Class Reunion– LinkedIn = Business After hours
Tracking
• Ask the questions– Who?– What? – When?– Where?– Why?– How?
Breaking Through Roadblocks
• Establish a business plan for social media• Tie it into your strategic plan• Get those blocking the success together• Feedback from other sources
Strategic Planning & CommunityBridging the gap between technology and strategy.
Sara Wood
Brainstorming: How do you overcome roadblocks?
The Great Disconnect
• Getting the technofiles and strategic staff on the same page.
• Photo
Silos won’t destroy themselves
• Actively engage with other groups.• Assume the others won’t come to you.• Take ownership of the problem.• Photo
Building blocks of a Strategic Plan
• Identify your outposts• Identify association goals• Brainstorm with both the usual and, more
importantly, the unusual suspects.
Continued…
• Connecting outposts to goals• Assign responsibility
Getting Senior Staff On Board
• Actively engage your senior staff using your plan.
• Put social media in terms they will understand.
• Drive the point – this is not about cool apps, this is about strategy.
Following Through
• Create metrics for accountability• Build-in a review mechanism
Improving Platforms
• Social media trends change. Change with them.
• Take an active role in understanding the online landscape.
• Adjust your plan accordingly – No static document
The Next LevelThe latest and greatest in social media trends.
John Chen
What are your tips?
Contact InformationTrevor MitchellDirector of Member ServicesARMA InternationalPhone: 913-217-6004Email: [email protected]: www.arma.org
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