Leadership Summit. Empowering Leaders to Succeed. Institutional Knowledge Track

Transcription

1

2 Leadership Summit Empowering Leaders to Succeed Institutional Knowledge

3 Social Media: You ll Like This Institutional Knowledge

4 Today s Plan Social Media Usage Social Media Secrets What to post & Where to get it What to measure How to get it all done The Community Unifying CPCU Society social properties Questions & Discussion

5 Let s put it in perspective 8,000,000,000 7,000,000,000 6,000,000,000 5,000,000,000 4,000,000,000 3,000,000,000 2,000,000,000 1,000,000,000 0

6 How many people use social media? 1.96 billion social media users estimated worldwide for billion by % of all U.S. adults use social media sites. 42% use two or more social media sites. Women (74%) use social media slightly more than men (70%)

7 Just for young people, right? Wrong! ~40% ~63% ~57% ~45%

8 Why does social media matter? 90% of consumers trust peer recommendations. Only 14% trust advertisements. Over 15 million consumers go to social media channels before making purchase decisions. 33% of U.S. online consumers have made a purchase based on recommendations from friends on Facebook. On Twitter, 53% of consumers recommend companies or products in their tweets. Of those, 48% follow through with the intent to buy that product or service. 33% of millennial consumers are more likely to buy from a company if it has a Facebook page.

9 Social Media Secrets

10 Social Media Secret #1: Social media is a means to an end, not an end in itself. Social media supports goals it doesn t accomplish them. One tool in your toolbox Social media is a tactic, not a goal.

11 Social Media Secret #1: Social media is a means to an end, not an end in itself. Start with the goal (why), not the tactic (how) Let s start a Facebook page (tactic) vs. Let s increase event attendance by 3% (goal). We need a Twitter feed (tactic) vs. We want 10 new designees to become members of our chapter (goal) Short-term and long-term goals Short-term goals: increasing traffic to your website, registering for an upcoming webinar Long-term goals: Growing chapter membership, Building your chapter or interest group s reputation Answer the following: Who do you want to reach and why? What do you want them to do when you reach them?

12 Your Turn Small group discussion 1. Who do you want to reach on social media? 2. Why do you want to reach them? 3. What do you want them to do when you reach them?

13 Social Media Metrics Facebook Pages Reach Number of people who have seen your page s posts Engagement Likes, Clicks, Shares, Comments Twitter Number of people who are following you Tweet impressions the number of times your tweet was served up in the feeds of Twitter users Profile visits How many people visited your profile page Mentions How many times you were mentioned in other people s tweets Number of followers Number of people who are following you Engagement - Retweets, Replies, Favorites LinkedIn Groups: Group Members & Engagement Group members Number of people in your group Engagement - Discussion posts & Comments Demographic data on followers

14 Social Media Metrics

15 Social Media Metrics Facebook metrics

16 Social Media Metrics Twitter Metrics

17 Social Media Metrics Twitter Metrics

18 Social Media Metrics Twitter Metrics

19 Social Media Metrics Twitter Metrics

20 Social Media Metrics LinkedIn Group Metrics

21 Social Media Metrics LinkedIn Group Metrics

22 Social Media Metrics LinkedIn Group Metrics

23 Social Media Metrics LinkedIn Group Metrics

24 Social Media Metrics LinkedIn Group Metrics

25 Social Media Secret #2: Social media is not about you. Show, don t tell by sharing valuable knowledge, ideas and expertise. Provide something of value before expecting anything in return. Build a reputation as a social media player that continually provides value to your social followers.

26 Social Media Secret #3: Engage by creating relevant, shareable content Lifeblood of social media is strong, solid, useful content.

27

28 Social Media Secret #3: Engage by creating relevant, shareable content What your social followers want to see and need What gets published What you know

29 Social Media Secret #3: Engage by creating relevant, shareable content Keeping active as a candidate member really helped me to not lose sight of someday achieving the CPCU designation. The network I have built with CPCU has been tremendous! -Kimberly Caravaglia, CPCU, CIC, API

30 Social Media Secret #2: Engage by creating relevant, shareable content As members of the CPCU Society Regulatory & Legislative Interest Group, we have our eyes on these issues and wanted to share typical questions we receive about hurricane and windstorm deductibles. To learn more about the CPCU Society Regulatory & Legislative Interest Group, visit us at Ilana G. Hessing, CPCU

31 Social Media Secret #3: Engage by creating relevant, shareable content The knowledge gained from both the CPCU courses and the Society will help you to stay at the top of your game and will differentiate you from others in the industry. -Scott Garrison, CPCU, CLU, ChFC

32 Social Media Secret #3: Engage by creating relevant, shareable content

33 Social Media Secret #3: Engage by creating relevant, shareable content Jimmy Rumney, CPCU, AIC Video 2014 CPCU Conferment Designation Video 2015 Annual Meeting Save the Date Video

34 Content Resources Watch (and steal from!) The Community Sign up for the weekly chapter and interest group with status updates Watch for details on the CPCU Society s social ambassador program

35 Content Resources

36 Social Media Secret #4: Use social media to amplify and integrate your efforts. Integrate social media into all of your efforts, from events and meetings, to articles and updates Publish links to your social media channels in all communications

37 Social Media Secret #5: It takes an army. Minimal start-up financial cost, but not cheap when it comes to time. Ensure that you have the people power to not only start, but maintain, your social media efforts. Consider assembling a team of social media volunteers to develop, monitor and respond to content/comments/questions daily.

38 Social Media Secret #5: It takes an army. What to look for in social media volunteer team members: Solid understanding of your chapter or interest group Enjoys helping and communicating with people Calm temperament Good instincts Willing to go the extra mile Strong writer

39 Social Media Secret #6: Foster a community by showing gratitude. No better place to say thank you to those who support or help your chapter or interest group. Honor your followers with a little public recognition and they will honor you by helping to spread your word.

40 Social Media Secret #7: Take it all the good and the bad. Rare on social media, but sometimes people will vent their frustrations about an organization or issue. Rush to respond to, not to delete, negative feedback. Often when people complain on social media sites, they are looking for a resolution and/or simply to be heard Deleting posts that are derogatory or that use offensive language is always acceptable.

41 The Community

42 The Community Launched with new features last month including a CPCU Society filter Membership: 132,000+ members 11,500+ potential CPCU Society Candidate Members 3,000+ potential CPCU Society Members The Community

43 Unified Social Media Properties

44 Unified Social Properties

45 CPCU Society Chapter on Twitter

46 CPCU Society Chapter on Facebook

47 CPCU Society Chapter on LinkedIn (group)

48 CPCU Society Interest Group on Twitter

49 CPCU Society Interest Group on LinkedIn (group)

50 Unified Social Properties Progress: CPCU Society Chapters CPCU Society Chapters Chapters who have Chapters in compliance Twitter accounts Facebook pages LinkedIn Groups

51 Unified Social Properties Progress: CPCU Society Interest Groups CPCU Society Interest Groups Interest Groups who have Interest Groups in compliance Twitter accounts Facebook pages LinkedIn Groups

52 Next Steps Join and/or check out The Community Sign up for the Weekly Chapter and Interest Group Keep your eye out for details on the Social Ambassador Program Share your content with Unify your social media properties