CSAE Social Media Benchmarking Survey

Are You Keeping Pace with Your Peers?

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Today’s Presentation

• Why?• Who?• How?• What we found out?• What’s next?

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Why We Conducted This Research

Social Media…• What are associations doing now? • What are their future plans?• Perceived benefits/concerns?• Success stories/disasters

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Who was Involved?

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How the Survey was Conducted

• Early October 2011• CSAE executive members/non-members• 340 completed entire questionnaire• 20%+ response from CSAE members

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Reporting

• Type of association• Composition • Staff size• Operating budget

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Associations Currently SupportingSome Form of Social Media

YES77%

NO23%

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Proactive or Reactive?

We're being very proactive

We're being somewhat proactive

We're being somewhat reactive

We're being very reactive

Other

16%

51%

19%

7%

7%

Social Media:Proactive or Reactive?

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Proactive or Reactive?

• Most proactive – professional/occupational• Most reactive – trade/industry/business

We're in the Bermuda Triangle — we've got the ships (the platforms) set up but no

wind (staff time) to deal with content.

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Social Media: Benefits

We get a better sense about what people of influence are thinking.

Opportunity to communicate with "next" generation.

Increases brand awareness

89%Develops

community, inter-member

collaboration and information sharing

88%Provides

networking opportunities

88%

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Social Media: Concerns

Social Media not actually effective, more

hype than hope.

Not having a clear Social Media plan with

guidelines and policies for employees to follow.

Lack of participation/

engagement from your members

63%Difficulty protecting brand image from

damaging 3rd party Social Media online

conversations

60%Comments on

Social Media not representative of

general public opinion

59%

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How do you know what your members are thinking?

Knowing What your Members Think

Informal comments and feedback 65%

Regular communications/meetings with members 35%

Online feedback from within Social Media 25%Our "gut" feeling 24%We don't know 23%

Formal general survey with one or twoSocial Media questions 23%

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How do you know what your members are thinking?

Knowing What your Members Think

Informal comments and feedback 65%

Regular communications/meetings with members 35%

Online feedback from within Social Media 25%Our "gut" feeling 24%We don't know 23%

Formal general survey with one or twoSocial Media questions 23%

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Keeping up with Trends?

How are you keeping up with Trends in Social Media

Input from employees and volunteers 61%Attending seminars/conferences 60%Websites 44%Internal Social Media team’s research 27%No formal mechanism 27%

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Keeping up with Trends?

How are you keeping up with Trends in Social Media

Input from employees and volunteers 61%Attending seminars/conferences 60%Websites 44%Internal Social Media team’s research 27%No formal mechanism 27%

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Social Media – Spending

% Spending on Social Media 2011/2012

2011 47%

2012 66%

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Hours devoted to Social Media

10 or more hours a week 2011/20120

2011 18%

2012 45%

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Social Media Training

Social Media Training

2011 – Training provided 52%

2012 – Training will be provided 74%

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Social Media Strategies and Policies

Social Media Strategies

Social Media Risk Management

PoliciesIn development 38% 30%Non-existent 22% 33%Informal or verbal 22% 19%Formal and documented 15% 15%

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Social Media Strategies and Policies

Social Media Strategies

Social Media Risk Management

PoliciesIn development 38% 30%Non-existent 22% 33%Informal or verbal 22% 19%Formal and documented 15% 15%

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Social Media Strategies and Policies

Social Media Strategies

Social Media Risk Management

PoliciesIn development 38% 30%Non-existent 22% 33%Informal or verbal 22% 19%Formal and documented 15% 15%

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Measuring Success

YES32%

NO68%

Do you measure your success?

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Monitoring Your Social Media

No tools used

Google Analytics

Google Alerts

HootSuite, TweetDeck, Seesmic

Facebook Insights

41%

35%

30%

22%

21%

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Best Practices

“Don’t be overly formal”

“It’s about the conversation”

Theme #1The Tone

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Best Practices

“…it has a strategic plan behind it and each tool is being used in a particular way to support the organizations overall goals and activities.”

Theme #2A Disciplined

approach

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Concluding comments

• Increases anticipated in spending/staff time/training

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Concluding comments

• Increases anticipated in spending/staff time/training

• Little understanding of member expectations

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Concluding comments

• Increases anticipated in spending/staff time/training

• Little understanding of member expectations• Strategy and policies are lagging

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Concluding comments

• Increases anticipated in spending/staff time/training

• Little understanding of member expectations• Strategy and policies are lagging • Few have mechanisms in place to monitor and

measure efforts

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Next steps

• Repeat survey in September 2012

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Next steps

• Repeat survey in September 2012• Your input welcome