Posts Tagged ‘social media

16
Dec
14

The makings of marketing mavens

Marketing_tomschaepperTwo years after graduating college, I entered the association world.

I served as director of communications for an association for four years – and I loved every minute of it. As all association professionals understand, resources were thin but job responsibilities were huge. I was all things communications, media relations and public relations.

But marketing? Not so much.

True, we launched our first official marketing campaign a couple years into the job. But with too few hours in the day and a never-ending list of priorities, marketing just wasn’t at the top of the list.

Fast forward 10 years, and I’m now a public relations professional who loves all things marketing. Today, we blur the lines between public relations and marketing, especially thanks to digital and social media. Yet, the mission is the same: Build your brand, your reputation and your credibility by engaging key audiences with specific (albeit simple) messaging.

And that takes an incredible amount of work and vision.

Associations are in a tough spot, forced to do more with less. So where does marketing fit in?

It often struggles to justify its existence, but associations seem to be embracing it as best as they can, according to a new report by Demand Metric Research Corp., a research and advisory firm serving the association industry.

The 2014 State of Digital Marketing in Associations benchmarking study was administered mid-October through mid-November, with membership associations holding the largest response rate. The median size was 1,001 to 5,000 members.

Marketing business salesKey findings:

  • Three-fourths of associations in this study report their marketing is somewhat to very effective. Eighty-eight percent think members perceive their marketing and communication efforts as sometimes to always relevant and professional.
  • For associations rating themselves most effective at marketing, strategy and planning is their most frequently cited capability. But for those that rate themselves least effective at marketing, strategy and planning is the fifth most-cited capability.
  • E-mail, event and content marketing are the top ranked tactics in terms of effectiveness.
  • Almost 90 percent of associations include an e-mail newsletter in their digital marketing portfolio, but only 41 percent use an e-mail preference center.
  • The ownership of marketing tasks – such as pricing, positioning, promotional channels, data analysis and technology spend – is fragmented, with a number of other association departments frequently owning these tasks.
  • In an increasingly technology-driven market, IT owns most of the technical skills marketing needs to succeed.
  • Only 13 percent of associations report not using any marketing metrics. For the 87 percent that are, most are using volume or activity metrics, such as click-through rates, which don’t provide true indicators of marketing’s contribution.

So, more than half of respondents reported that marketing strategy is important, and that they have the staff to design and implement such a strategy. But the key is to achieve buy-in: Marketing is an all-hands-on-deck approach. It shouldn’t just fall on the shoulders of the director of marketing and/or director of communications. Leaders should provide the vision; the board of directors should adopt it; and leadership should provide guidance to all staff. And all staff should operate with key messages in mind.

In the survey, respondents possessed three marketing capabilities: membership engagement strategies and campaigns; public relations; and membership retention and strategies.

But what about tactics?

Respondents ranked e-mail and event marketing as the top two marketing tactics, followed by social media, website/SEO and content marketing. But here’s the problem: Without content, there’s no marketing strategy. Content is the foundation from which to create all marketing strategies.

For example, e-mail newsletters and campaigns should be consistent with branding (the look and feel of the association).

The same goes with blogs. Although many associations aren’t blogging, blogs are crucial marketing tactics. They’re the perfect places to post content (content marketing). In addition, blogs are invaluable SEO tools.

Of course, marketing without analytics is useless. Google analytics are simple and effective, and associations should be using them. But the only two analytics most associations employ according to the study: click through and open rates.

“Marketing is simply too important to leave entirely in the hands of the marketing team,” the study’s authors wrote. “It is a function that must pervade the entire organization, guided by strong leadership that collaborates effectively with everyone, from the board and below.”

best-marketing-tacticsAs a marketing and public relations geek, I’m excited about the data this study provides. In summary, though, here are some takeaways, as listed in the report:

  • Strategic orientation. The most effective marketing functions in this study are those who prioritize strategy and planning. If your team feels like it’s too busy to take time out to plan and develop marketing strategy, then you’re opting for lower marketing effectiveness.
  • Embrace content. The content marketing effectiveness gap revealed in this study is huge. Most of the marketing tactics associations are using rely on some form of content as input. Learn how to develop and deploy content effectively.
  • The ownership and responsibility for some of the key marketing tasks is very fragmented. Much of this fragmentation would go away under strong, executive marketing leadership. Even without a marketing executive, associations can give their marketing teams a better chance by allowing them fuller ownership of the things for which they have, or should have, responsibility.
  • Marketing is increasingly a technical pursuit. Associations need to equip their marketing teams with the skills and training to function in the modern world of marketing.
  • Any use of marketing metrics and an analytics process is good, but even better is when that process uses metrics that do more than just report on activity levels. Association marketers need to identify metrics that truly indicate the value they create and then hold themselves accountable to them.

So what do you think? Is marketing part of the plan for 2015?

25
Nov
14

More than turkey and stuffing

thank you noteAnd so it begins.

Thanksgiving is upon us, and soon we’ll be spending the day with family and friends, gorging on our favorite foods, watching football and talking about our many blessings.

Yep. Thursday kicks off the holiday season.

So now what? Try starting with “thank you.”

“This is a great opportunity for organizations of all sizes to show their gratitude for customers,” said John Foley, CEO of interlinkONE and Grow Socially. “With so many businesses taking advantage of the holidays, it can be difficult to create a message that stands out. While many organizations offer sales and discounts during the holiday season, try using a slightly different approach to show appreciation.”

Foley produced a short video offering tips for effective holiday marketing. He suggests rather than promoting your business, promote your giveback efforts. Or, better yet, give some props to one of your clients or members. And social media is a perfect platform.

Foley also suggests sending Thanksgiving cards – not just Christmas cards – to your customers.

If you’re looking for more ideas, Help Scout provides an awesome list of 25 original ways to say thanks. Some ideas: handwritten thank you notes; customer appreciation events at a local coffee shop; surprise office lunches for members; social media love on Twitter and Facebook.

But it doesn’t end there.

volunteer2After Black Friday and Cyber Monday comes #GivingTuesday, a global day dedicated to giving back. This year, #GivingTuesday is Dec. 2. Just two years after launching, more than 10,000 organizations around the globe join forces to do good.

Efforts can be small or large. Coordinate a food drive. Make a financial contribution to a cause you support – and then ask a board member to match it. Host a day of service in your community.

And use social media. Use #GivingTuesday on Twitter to raise awareness. Retweet often. Ask your members to share their giveback efforts.

Whatever your organization does, make sure you communicate your efforts. Take photos and include them in your digital publications and post them on Facebook. Include short write-ups on your website. And most importantly, include information in your member communications.

Big or small, your efforts to say “thank you” and to give back reinforce that your organization cares about more than the bottom line. Your members will jump at the chance to belong to something inspirational, something larger than they can accomplish on their own.

“Letting your customers know you appreciate their business is the right thing to do, besides being good business sense,” wrote Ostari, an IT firm. “Telling your vendors you value them by saying ‘thank you’ is not just common politeness; it gives them a sense of worth to be appreciated, and it makes them try harder to give satisfaction. Show everyone you do business with they matter to you, and you reinforce a good relationship. Common courtesy is not common today, but it’s very much appreciated when it’s shown.”

And so, on behalf of Event Garde, thank you for your continued support. This year, Event Garde has reached some incredible milestones. Without you, we wouldn’t be here.

From the Event Garde team, Happy Thanksgiving to you and yours.

28
Oct
14

Technology truths for meetings and events

Silicon Valley Human Rights ConferenceI’ve admitted it before, and I’ll do it again: I’m a social media and technology addict.

So when I’m choosing conferences to attend, I look for technology use. Is there a hashtag? Will speakers engage with participants in real time – or afterward – via social media? If something comes up, will the organizer provide content virtually? Also, is there an app that can help me plan where to eat, where to stay and sights to see?

According to a new report by American Express Meetings and Events, I’m not alone.

In the first half of this year, American Express Global Business and Travel surveyed 336 meeting planners and 161 meeting and event attendees to learn more about the evolving landscape of technology in meetings.

Overall, the survey found smartphones and wireless data/streaming video have had the most influence on the meetings industry. In fact, according to the study, 77 percent of smartphone holders use their phones “always” or “often” for business during a meeting or conference.

And almost all attendees have computers, which makes virtual attendance a breeze. While virtual meetings are becoming more popular, they’re still far less common than on-the-ground events, the study found.

Survey respondents ranked less time away from the office and a reduced need to travel as the top reasons for attending virtual or hybrid events. But interestingly, most event planners reported they don’t offer virtual options. Among the top reasons: distraction. They seem to be worried that a virtual environment offers too many temptations to pay full attention.

From the report: “There is strong agreement that in-person attendance still provides the best overall experience. Seventy-four percent of attendees and 85% of planners feel that: ‘In-person meetings are more valuable to me because they allow more social interaction.’”

So, American Express Meetings and Events recommends event planners survey target audiences to gauge interest and need for virtual events. Once it’s determined virtual events are necessary, planners need to provide tailored content, specific for the web.

SocialMediaUseNow. Let’s talk social media. Event organizers use Twitter and Facebook to spread the word about events and to track interest among users. But there seems to be a divide: The survey found social media is more important to planners than it is to attendees. (This surprised me!) Forty-three percent of planners said social media capabilities were important, while only 35 percent of attendees said the same. So it follows, then, that planners ranked hashtags as more important than attendees.

The report speculates that social media users are still a bit hesitant about posting things that aren’t relevant to their followers, i.e. a conference/event they aren’t attending. And, there’s still concern about privacy.

Like social media, meeting planners rank meeting apps as more useful than participants – 67 percent vs. 55 percent. Access to basic event information and scheduling features are important app features for both groups. (See page 13 of the report for a comprehensive chart of important features.)

Specifically, networking capabilities of an app are important to both groups, especially when it offers search functions so users can search by company. Meeting apps that provide the ability to schedule meetings with exhibitors and vendors are also valuable to both groups, according to the report.

Event planners also listed apps as the most effective measurement tools for success, followed by social media. That said, in-person monitoring and post-event surveys are still the most popular.

“Technology continues to change the landscape of meetings and events, presenting new opportunities to increase engagement, reach a broader audience and deliver value for attendees and meeting owners alike,” the report said. “Meeting planners and meeting owners bear the burden of incorporating these technologies into meetings and events in a way that drives value for meeting attendees. Understanding the expectations of your meeting attendees as it relates to technology is an important step in the meeting planning process.”

How do you use technology for your meetings and events? Share with us here.

23
Sep
14

The benefits of educating about benefits

surveyAs a follow up to my Aug. 19 post about associations offering voluntary benefits to their members, I thought it would be wise think about benefits for association employees.

I’ll mention it again: With extensive media coverage of the Affordable Care Act, benefits are on everyone’s mind. In fact, just the other day while I was grocery shopping, two women were discussing their benefits while they compared the price of cheese.

It’s true that larger organizations can generally provide better – and more comprehensive – health care benefits. But according to a rather surprising Unum survey conducted recently, most employees don’t know or understand the benefits they have.

And employers are at fault, the study found. Surveying 1,521 working adults, it revealed that employee satisfaction with their workplaces and benefits is at its lowest since 2008.

Conducted by Harris Poll on behalf of Unum, an insurance provider, only 49 percent of workers indicated their places of employment are good places to work, while only 47 percent ranked their benefits as good.

But here’s the kicker: The research also showed that employees don’t feel they’re getting adequate information about their benefits. In the survey, only 33 percent of employees rated the benefits education they received as excellent or very good – a drop from 2012 and a reversal to the upward trend in ratings since 2009.

So why does this matter? Associations generally operate with small staffs, so it’s important that your employees are happy, and the survey found a correlation between good benefits education and employee happiness. In other words, an informed employee is a productive employee.

In addition, according to the survey, 79 percent of workers who reviewed benefits in the past year and rated their education as excellent or very good also rate their employer as excellent or very good – compared to only 30 percent of those who said the education they received was fair or poor.

“This research underscores the value of an effective benefits education plan because when an employee understands their benefits, they tend to value them more and in turn may then value their employers more for providing access to them,” said Bill Dalicandro, vice president of the consumer solutions group at Unum.

educationBottom line: Employers need to do a better job educating their staffs about benefits. But how?

It doesn’t matter how large or small your organization is, chances are, a dedicated staff person handles human resources. That person should be responsible for providing such an education.

How? Rapid Learning Institute shared some tips in a recent blog post. It suggests offering materials for various learning types: printed materials and videos for visual learners; podcasts and audio conferences for auditory learners; and interactive online tools or worksheets for tactile learners.

The most common way to educate continues to be printed materials, the institute said, but emails, social media and internal messaging systems also work well.

Or consider hosting educational benefit sessions throughout the year. Have a little-known perk? A tax tip? Communicate with your employees on a regular basis.

16
Sep
14

Fun and games for associations

Chase-Bank-Gamification-Example-CaseStudy-IGamifyJust about everyone I know is addicted to Candy Crush. (Not me. I tried and was terrible.) And I have quite a few friends who thrive on becoming king of a location on FourSquare.

Me? I get excited when I get a new badge on my hotels reward program and can share it on Facebook.

Ah, Facebook. Its gamification genius has taken social media by storm. In fact, it seems companies of all sizes are joining the gamification bandwagon.

But what is it?

According to Clickipedia, “Gamification is used by brands to motivate employees, create healthy competition among teams, generate buzz or social proof and encourage customer loyalty, among other benefits. With a variety of techniques – some easy to implement, some requiring advanced planning, coding, or technical expertise – any business can use gamification to get better results, no matter what your goals.”

And this means associations.

For example, if your association operates a blog, consider ranking users – and commenters – to reward those who contribute the most to your blog. Create badge levels and then allow commenters to share the badge on Facebook. You can also do this on your website. Create reward programs for the materials your customers buy, the articles they read and the events they attend.

Or, if you’re unveiling a new education module, consider making the demo a game.

For more ideas, check out Clickpedia’s 25 Best Examples of Gamification.

According to EventMobi, there are five basics of gamification:

  • collect points
  • achieve new levels
  • earn achievements such as badges and prizes
  • participate in challenges
  • compare progress with others via leader boards.

g1But where to start? In June, Incentive Research Foundation released a whitepaper on gamification, listing some important dos and don’ts.

It suggests thinking of those you’re trying to entice as “gamers.” These gamers could be employees, customers, community members or meeting attendees. An app might be the best way to do it. For instance, if you’re hosting a conference, create an app. Think about doing a mobile scavenger hunt with the app to foster networking and creativity. Or, reward conference attendees with badges for taking short quizzes at the end of a session.

Gamification is mostly about psychology, not technology, the authors wrote. So it’s important to identify the behaviors you’re trying to engage.

But be careful. Games can be addicting and they can alienate a potential customer base. So make sure that your efforts are valuable.

“Gamification is hyped and often touted as a kind of magic bullet for getting consumers or employees to do what you want,” IRF said. “Yes, gamification can change human behavior, and it is effective, but your players aren’t stupid. Regardless of the experience you are gamifying, it must eventually generate some real value. Otherwise, your players will eventually realize that you’ve wasted a lot of their time playing, but provide no value what so ever. This leads to gamification backlash, where your players start to resist your future attempts at gamification.”

Has your association entered the gamification world? If so, tell us about it.

19
Aug
14

Take advantage of the benefits gap

health-care-benefitsA friend of mine was lamenting the other day that soon she’ll have fewer health care benefits. Looking to cut costs, her employer switched health care plans and decided to eliminate some “frills.” But the kicker: She’ll be paying more.

Unfortunately, as businesses continue to recover from the recent economic downturn, and now with the introduction of the Affordable Care Act, this scenario will probably become more common.

As much as businesses would love to provide full coverage for all their employees and their families, some just can’t. In addition, many employers are no longer offering optional benefits, such as life and accident insurance.

And that’s where your association should step in, according to a new whitepaper by Genius Ave.

Associations can easily grow their memberships by offering voluntary benefits, which are traditionally benefits that employers offer as all-employee-paid options. In fact, offering such benefits may be the most effective method for increasing non-dues revenue.

“The impact of offering voluntary benefits to your members is two-fold,” the authors wrote. “First, providing members with access to valuable benefits and savings opportunities can greatly improve the perceived value of their membership, help increase their engagement and boost retention rates. Second, it can drive non-dues revenue for your organization through commissions or revenue sharing with benefit providers. And obviously, the more benefits you provide, the greater the opportunity for engagement and revenue.”

Experts argue the voluntary benefit market will continue to grow, so now is the time to jump on board, Genius Ave. said.

Examples of voluntary benefits include critical illness, identity theft protection, accident coverage, preventive care/wellness screenings, supplemental medical coverage, legal assistance and, yes, pet health.

Perhaps one of the most popular options is discount programs. According to the report, only 24 percent of associations provide discount programs for their members. But who doesn’t love a discount? Good discount programs include gym memberships, prescription drugs, office supplies and pet products.

So how does an association decide what to provide? Ask your members. Conduct a survey and collect data about what members truly want. It’s important, Genius Ave. says, to offer diversity. Make sure you offer a range of options to meet the social and economic demographics of your membership.

Health Benefits-315*304And it’s best to partner with one company that can provide a multitude of options, rather than scoping the industry for multiple providers. Once all that has been established, communication and marketing are musts.

“Overall, individuals feel that the most important attributes of voluntary benefits are ‘cost’ and the fact that these benefits are ‘guaranteed issue’ – or available without underwriting,” the authors wrote. “Members will also value that you have carefully vetted offerings for value and reliability and that they are able to leverage your organization’s buying power for affordable rates. Your communications should carefully reinforce these attributes while promoting the specific emotional benefits of each product in terms of an individual’s key interests and desires: convenience, security, exclusivity, good health and peace of mind.”

When communicating with your members, it’s best to use multiple channels, especially to reach younger audiences. So try social media, email and text messages.

It seems like a lot, so start small. Perhaps start by providing life insurance. Or maybe solicit your community to form partnerships with local businesses. (Cross advertising works incredibly well.)

I’d like to learn more about voluntary benefits so I can help spread the world. So tell me: What does your association offer? What seems to be the most popular?

22
Jul
14

Association membership is on the rise

association-membership-recruitmentI love my Barnes and Noble membership. Last Christmas, I saved nearly $100 because I was a member. I also love my World Market membership because, well, I enjoy the wine discounts.

And then, there’s my Public Relations Society of America membership, which provides professional development, networking opportunities and member-only must-haves for public relations junkies like me.

Simply put: Membership has its perks.

So that must be why associations are experiencing a steady increase in memberships.

Marketing General Inc. recently released the results of its annual Membership Marketing Benchmarking Report, in which 53 percent of associations reported membership growth throughout the last year.

An unprecedented 865 associations responded to the survey, reporting on things such as membership recruitment and renewal, social media usage and marketing budgets.

“The purpose of this study continues to be the development of meaningful benchmarks by which the leadership of individual membership and trade associations can evaluate their own membership marketing strategies and tactics,” MGI wrote.

Associations representing nonprofit companies, health care and professional services experienced the largest membership growth. As for membership recruitment tools, email and world-of-mouth continue to be the most effective, but this year’s results revealed that direct mail is quickly gaining steam.

But membership renewals seem to present separate challenges. Membership may be growing, but data seem to suggest new members – not renewals – account for that.

For a while, association members blamed shrinking budgets and a poor economy for not renewing memberships. Now, the economy is slowly on an uptick, so association leaders believe lack of engagement with members is the reason for stagnant or decreasing membership renewals. Second: If membership ROI isn’t evident, it’s on the chopping block.

In the study, the majority of associations reported a two- to three-month grace period for membership benefits once memberships expire.

bar graphAlso in the report, associations indicated communicating membership value is the No. 1 challenge, while cost remains an obstacle.

Other interesting takeaways:

  • Facebook, Twitter and LinkedIn are the most popular social media platforms (in that order), with Twitter experiencing the biggest boom in usage. Most associations reported their communications staff manages social media accounts.
  • On average, associations send their members about four emails per week.
  • A slight decrease from last year, 56 percent of associations said they increase dues as needed, with 27 percent planning to increase dues this year.
  • Branding and marketing are becoming more important, as 32 percent of associations have increased budget line items for such expenses.
  • Associations with membership growth also saw increases in attendance for tradeshow/conferences and professional development offerings; volunteerism; non-dues revenue; and certifications.
  • Associations with a renewal rate of less than 80 percent are less likely to experience a decline in membership.
  • Most association leaders believe networking is the top reason for joining an association.
  • To improve member engagement, 65 percent of associations have made changes to their websites.
  • About half of associations offer a student membership.

At the end of the report is a Words of Wisdom section, in which survey respondents shared their thoughts and ideas on issues, challenges and lessons they’ve learned as association professionals.

For example, one of the associations indicated it has expanded mentoring programs by 600 percent and has introduced a Visa Reward Card whereby members who have not attended an event in the past year receive cash rewards for doing so. As a result, event attendance is up 38 percent, while non-member event attendance is up 11 percent.

“Don’t just join an association; take full advantage of what we have to offer,” another association leader wrote. “When you come to us for help or resources and can’t find what you’re looking for, let us know so that we can keep improving. We want to be a true partner in your professional success, but we struggle with knowing what it is you need.”

So, where does your association fit into the membership equation? Has it experienced membership growth?

Take a look at the MGI report and see where your association stacks up.

 

 

 

 

 

 

 

 

 

 

 

 




meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, hot yoga, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Proud mom of three. Total word geek. Spartan for life.

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