Topic: Linking Your FF Club s Membership Marketing to Social Media Application Use

Transcription

1 Friendship Force World Conference 2012 Hiroshima, Japan Panelist Karen Overly Smith, FFI Board Member Topic: Linking Your FF Club s Membership Marketing to Social Media Application Use Steps to an Effective Social Media Marketing Strategy for your Friendship Force Club I. Perform a Social Media Audit A. Determine social networks currently in use by your club members: , websites, social media B. Determine which club members are using the media 1. Determine the percentage of your club members using personal computers, laptops, & text messaging 2. Determine how frequently club members are online: always open online, online a few times per day, once a week, etc C. How is the social media content being shared between members D. Determine club goals and objective for social media use: attract prospective club members, promote club events E. What is your club s overall marketing strategy inclusive of social media does your club use the US postal service for mailings, radio, TV, etc F. Identify target of for social media effort narrow your focus, i.e. recently retired educators between age 45 to 65. G. Is your club using the most effective social media opportunity to reach your target group for membership

2 H. Determine the effectiveness of your current strategy II. Develop a Social Media Marketing Strategy A. Develop realistic goals with clear definition 1. Improve communication between current club members 2. Improve communication to promote club events 3. Attract prospective club members from the target group B. Target the correct audience C. Achieve interaction between the club and the target audience D. Monitor discussion about your club taking place from prospective members E. Social media marketing strategy may include, but is not limited to: 1. Most popular platforms You Tube Video (largest user platform) For added exposure create your club s ownyou Tube video channel using the simple instructions at the site. Upload your digital video of club exchanges and events from your smart phone or from your personal computer.

3 Or select existing videos from the FFIToday You Tube Channel to embed in your Facebook page. Click and Open the video, highlight and copy the URL, then paste it into your club FaceBook page s Status box. You do not have to create new video content when You Tube has a great store of Friendship Force related videos which can be shared on your club s FaceBook page.

4 Twitter www,twitter.com This is a micro-blog of a 140 character limit. There are 500 million active users as of It is one of the top 10 sites visited on the Internet. You can upload short updates about events/exchanges in progress. This will enable the club to build relationships with local journalists/club members who can follow your activity. Club members could follow activity here at the 2012 World Conference. Add karen s tweet address here In order to continue to link tweets that exceed 140 characters, add # (the pound sign) to your following tweet. FaceBook FB has one billion users. If your club has limited resources a FB page can be created quickly for no cost. Websites have cost and increased maintenance requirements. FaceBook is a first step to a club s online presence. It is less complex than a website but fewer viewers can see and have access to the site.

5 There are two types of FaceBook pages: a profile page that is individual in nature. It is not generally open to the public without permission. The site is only shared with trusted friends. A Friendship Force ambassador can post photos from exchanges directly uploaded from a smart phone or from a personal computer.

6 a club page FaceBook layout is similar to an individual s FaceBook profile but it has more functionality. Club members can like and make a friend request to gain access to the club s FaceBook page. There can be unlimited numbers of friends or if preferred, the audience can be limited. The page can have a number of administrators. The advantage to this public site is that it can be searched on Google and can attract prospective members. The FaceBook analytics page can provide information on the effectiveness of the club s FaceBook page: the age of viewers can be determined, the most popular posts can be determined (this informs the administrator of topics/activities that are most popular), the number or people reached can be determined, the countries and the languages spoken can be reviewed. Make sure to add links to club s dedicated club website. This can be done on the FaceBook About page.

7 Use the create an event application to mobilize club members on the FaceBook page members to RSVP for events.

8 Dedicated Club website This is a best practice for club to keep a higher profile on the Internet that is accessible to everyone with Internet access. Your club s website can be set up to work with smart phones and tablets. Information and photos on your club s website will be those which are more static/unchanging over the long term. Place casual photo on FaceBook. Use more representative and formal photos on the club website. Keep the website neat and clean, uncluttered. Use the Friendship Force provided logos. Add calendars and club newsletters in PDF format on the website. Include slide shows from past events. Add links to to the club s FaceBook page, to Flickr club member photo site, to Twitter account, to LinkedIn account, etc Attach a link to the Friendship Force video located on the Home Page of

9 See other Friendship Force club website models at club resources tab, Website Development, or club resources, then for example, do a club search India s website at wwwfriendshipforceindia.org.

10 III. Social Media Marketing Strategy Implementation A. Develop a branded presence using your club s FF logo. Find the logo ready to go for your specific club at on the club resources page tab, under Logos.

11 B. Develop your club s content and post you can borrow from other Friendship Force club sites, from the FFI site, from You Tube sites with FF videos, you can use Google images to find generic photos of international places and faces, and the best source of photos are from your exchange ambassadors.

12 C. Blog on various Internet directories to increase your club s visibility. your club s news articles in periodicals to editor@thefriendshipforce.org. After approval see the article posted for all to see welcome tab, FF News.

13 D. Set up social media/internet monitoring to enable tracking of various site use

14 IV. On-Going Social Media Marketing Strategy Management/Analysis A. Assign media management (in house volunteers or contractor) B. Train club members to use the media Linking Your FF Club s Membership Marketing to Social Media Application Use Provides an Opportunity to Reconnect/Retain Your Club s Existing Members and Attract Prospective Members Karen Smith 1713 North Third Street Harrisburg, Pennsylvania USA Csmith9061@aol.com, FaceBook Karen Overly Smith

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