Accru National Conf March 2012
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This document summarizes a presentation by Tim Nicholas on social media strategies. It discusses: 1. Social media usage trends in Australia and the leading social networks. 2. The Institute's existing social media strategy which aims to engage members through multiple channels like Twitter, Facebook, and their own community platform. 3. Recommendations for Accru's social media strategy, suggesting they use platforms like Twitter, YouTube, and LinkedIn to promote their expertise, drive recruitment, and engage their target audiences.
Accru National Conf March 2012
- 1. Presentation to Accru Conference by Tim Nicholas Manager Marketing Services, ICAA 3 March 2012
- 2. Agenda 1. Social media – an Australian perspective 2. The Institute’s SM strategy 3. SM for Accru 4. Questions and discussion
- 3. SM use in Australia Source: Nielsen White Paper 2011
- 4. Leading SM networks accessed by Australians 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000 10,000,000 UniqueAustralianVisits2011
- 5. By 2014 mobile will overtake PCs as the no 1 online medium
- 7. Social media is… • …not free – requires people, their time and (some) technology • …not a quick-to-market tactic - long term investment • …not just ‘social’ – resource for all businesses • …not a fad – now integral to business strategies for companies of all sizes/types • …unlike anything else– it’s a game changer
- 8. The Institute’s social media strategy
- 9. What did the Institute do? • Late 2009 recognised SM as key channel to engage with members more often, more informally, more two-way • At that stage primarily used Facebook to connect with university students • Needed a strategy and to build capability internally • Appointed experienced social media community managers • Reviewed learnings from international accounting bodies & local research • Developed SM strategy based around 6 channels and 4 audiences – Twitter, Facebook, LinkedIn, YouTube, SlideShare, Delicious – Members, candidates, students, and media
- 10. What did the Institute do? • Worked with Corporate Communications to embed SM into PR activities • Expanded use of blogs with our advocacy team • Wrote SM guidelines for staff use • Implemented community functionality on website May 2011 – myCommunity (blogs, forums, groups) • Increased use of SM pre/during/post events
- 11. Institute SM strategy Objectives 1. To extend the reach of our messages 2. To enhance the Institute’s reputation as leading thinkers in accounting and related fields 3. To provide additional methods for audiences to interact with the Institute 4. To become the leading online community for accountants 5. To engage with our key influencers where relevant discussions are taking place 6. To enhance/supplement our training and events by pre- and post- content sharing and collaboration.
- 12. A phased approach to the Institute’s social media plans •Integration of monitoring program into content development •Develop a more complete content strategy across the organisation •Resourcing at a department level Phase 1: Consolidation of social media Phase 2: Expand social media initiatives internally Phase 3: Member outreach Phase 4: Holistic content strategy •Write a strategy •Advocate internally •Internal SM publishing policy •Monitoring and reporting •Internal training •Integration into training and events •SM ‘champions’ •Socialise successes •Training seminars for members •Recruitment drive through social media •Member engagement via in-house platform
- 14. Institute SM 2011 stats
- 15. A dedicated social networking platform for members, candidates and others to… > read the Institute’s opinions and comment/contribute their own > become more ‘connected’ to the Institute > share ideas, network with peers.
- 16. myCommunity Structure Blogs • 9 blogs (by author) • Public access • Login to comment • Subscribe by email & RSS Forums • 6 forums (by topic) • Public access • Login to comment • Subscribe by email & RSS Groups • 30+ open, closed, and private groups • Wall updates / blog & forum / docs &photos • All groups moderated myProfile • Your bio, pic, links to personal SM accounts • myCommunity inbox • Appears in Google search results
- 17. myCommunity Structure Blogs • 9 blogs (by author) • Public access • Login to comment • Subscribe by email & RSS Forums • 6 forums (by topic) • Public access • Login to comment • Subscribe by email & RSS Groups • 30+ open, closed, and private groups • Wall updates / blog & forum / docs &photos • All groups moderated myProfile • Your bio, pic, links to personal SM accounts • myCommunity inbox • Appears in Google search results Summary • ‘Family’ of Institute sites • Automatically logged in • Content sharing • URLs retain our branding • Destination for our community
- 18. SM strategies for Accru
- 20. • Simplest to do – hardest to master • 140 characters • Time sensitive • Links, RTs, lists, dialogue • Confidence • Opportunities – Research – Recruitment – Announcements – Press releases – Connections
- 21. • YouTube can effectively promote Accru’s expertise, thought leadership and drive recruitment – Create short videos of valuable tips of interest to your clients and prospects – Post an interview with a ‘subject matter expert’ – Engage with YouTube community by commenting on other videos (e.g. ICAA) – Embed YT videos on your website THE ‘HOW TO’ VIDEO CATEGORY IS THE FASTEST GROWING VERTICAL ON YOUTUBE The average YouTube user visits the site 14 times per month On average there are 400+ tweets per minute containing a YouTube link
- 22. Approx 72% <45 60% <35 35% <25
- 23. M marketing
- 24. Link SM strategy to business objectives • Create measurable goals • Start by doing simple things well • Find your SM “sweet spot”
- 25. Thank you. Questions and discussion. @timontwtr | au.linkedin.com/in/timnicholas
Editor's Notes
- #16: GOALS:Provide an online networking environment as part of the new website ‘experience’Demonstrate to our members that social media channels can be effective to extend our ‘reach’ and ‘relevancy’ Grow the influence and ‘stature’ of our thought leadership content and technical spokespersonsCultivate State-based content so members become less reliant on email for up-to-date informationProvide a secure and private online networking facility for Institute committees and participants in training courses/conferences