Top takeouts from Social Media Marketing World 2017

26 Apr 2017 10:02 PM | Anonymous

This year was my second time attending Social Media Marketing World (SMMW17) in San Diego. Arguably the world’s best social media conference, it certainly didn’t disappoint. I learnt so much that I’ve already bought my conference ticket for 2018!  This year there were five key themes:


1.      Customer engagement and the customer experience


By 2020 the vast majority of purchases will be decided by customer experiences, and social media plays a huge role in this. Customers (i.e. your members) have an increasingly influential voice, and one that many are not afraid to use. A growing number of your members and potential members expect your association to have an active social media presence, so they can engage with you online rather than picking up the phone or sending an email. Now is a good time to review your social media presence – how can you make it better?


Don’t forget your staff. Make it easy for them to share your content on their personal social accounts, and encourage them to do so. We trust people more than we trust brands, so think about how you can get your members to trust your team.


2.      Authenticity


People do business with people they know, like and trust. How can you show your true voice and be more human across every engagement and comment you make? A few ways your association can be more authentic is to do what you promise, listen to your members and engage with them, be honest about your mistakes and own them, and be consistent with your messaging.


3.      Video


Video is growing faster than ever and live video provides a lot of opportunity to show your true authenticity. Video, and especially live video (via Facebook, Instagram, Periscope/Twitter and YouTube), allows people to get to have access to you, which means they get to know, like and trust you more.


People don’t expect live video to be fancy or scripted or beautifully presented. Do it when you have something to say and worry less about what you look like.


4.      Importance of storytelling


Storytelling is essential, as people relate more to stories than they do to facts and numbers. Sharing your stories helps increase your authenticity.


5.      Create content where you own it


Consistently great content will stand the test of time, but be sure you create it where you own it – such as on a blog, podcast or video. Don’t make the mistake of only creating content on social media platforms such as Facebook or Instagram, as you have no control over who can see these – most Facebook posts only reach 2% of your audience. Your database is one of your most valuable assets – think about how you can use it more effectively to reach your members.


For more information on how you can use social media more effectively in your association, contact Mel Kettle on 0404 600 889, mel@melkettle.com or check her out on LinkedIn

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