Transcript 2. Facts and figures by Kellen Europe`s report on Social

Communication and information strategy
for the benefit of our members
Round table brainstorming session
09.30-12.30
Part 1:
Information and communication
Key words:
•
•
•
•
Knowledge is power
Information needs to be accurate
Exchange and share
Appropriate & good communication
=
Key to be effective and successful in delivering
the right message !
Use of social media?
• Cross linking information on different
communication platforms (website, event blogs)
with tools as Facebook, LinkedIn or Twitter.
Some food for thought:
• Do your Board members know the AIE?
• Do you sometimes use examples of your sister
associations to reinforce your statements e.g.
negotiating labour agreements
• Your trade magazines have interesting articles,
worthwhile translating …we are only about 15
languages short 
• Presidents’ speeches/messages lighting up
national views could be shared
• Events/technologies/position papers
Information and communication
between AIE and member associations
Questions:
– What kind of information do you want or
can you share: policy, trends, latest technologies,
other members’info?
– How do you spread EU / AIE information to
your members?
– What would be helpful? What format?
– What can you do? How can you exchange
information: issues, articles @ national
level
• Some food for thought:
• Can the AIE secretariat directly work
with your communication
representative or mandated trade
magazine (GS in copy of interactions)?
Known AIE channels
Website level
Ask for event banners with
links in AIE website and your
event page.
Several partners of AIE have
been using this in the
framework of a media
partnership (on free mutual
basis)
Use the Newsslider on our home
page to introduce your event, EU
or national position, award,
festivity.
The AIE ISSUU
Library can be
consulted through
the whole EU and
beyond and you
can start following
interesting links on
your own.
Use Members
wall for cross
reference to your
event/award/pos
ition
Known AIE channels
Public pages on ISSUU - publications
80 million people read
something every month…
15 mio publications on ISSUU
right now
AIE issue accounts counts 28
Publications and some people
are starting to follow – you can
enhance this by linking to blog
and Facebook or Linked In –
and become a follower
yourself
PART 2
Part 2: Social media
• Introduction
• 1. AIE Communication channels
• 2. Facts and figures by Kellen Europe’s
report on Social media
• 3. Ten recommendations by Kellen
Europe’s report on Social media
• 4. Key Findings by Focus Group
• 5. Conclusion(s) & advises
Introduction
• Some food for thought:
Did you pick up interesting info or an article by
reading a little sentence on a LinkedIn or FB
page that led you to the organisations website
later on?
• Fastest growing demographics on FB & other
social networking sites, are people over 50 !
Introduction
Some food for thought:
• “Social media can help to focus on topics and
trends”
• « Defining social media correctly is that it is a
collective term describing the means of
communicating and most of all, engaging with
people ».
1. Known AIE
1.2.
channels
Social Media use until now
Some food for thought:
• Enhance the use of social media, but the timeconsuming input for a small association is always
a tricky point ►search for the right balance
• But we should continue to increase visibility on
various platforms and thus enhance our
importance as a lobbying group / sector
representative
1. Known AIE
1.2.
channels
Social Media use until now & 1.3. Direct Mailing
Platforms:
• > AIE-CYE website
• > AIE_CYE Blog
• > Picasa pictures
• > AIE_CYE Facebook
• Direct mailing through weekly infoflashes and
AIE Newsletters – basis of AIE info
1. Known AIE
1.4.
channels
Enhancing interaction and opinion exchange
• Get accustomed with Skype Premium as to
enhance activity between members and the AIE
secretariat. Up to 9 people can video conference and share
documents while discussing…
► faster feedback on urgent topics that need
attention.
• Good deal: only one member (= AIE General
Secretariat) needs a prepaid Skype premium
account
2. Facts and figures by Kellen
Europe’s report on Social media
•
2.1.
Responsibility of Managing Social media
activities – 49% Communications manager
2. Facts and figures by Kellen
Europe’s report on Social media
• Time dedicated to Social Media activities –
48% 1-5 hours per week (21% less than one
hour) – 19% 6-10 hours a week
2. Facts and figures by Kellen
Europe’s report on Social media
• !! 46% says to be influencing key opinion
formers through Social Media accounts
2. Facts and figures by Kellen
Europe’s report on Social media
• Channels used - are you surprised as
well?
2. Facts and figures by Kellen
Europe’s report on Social media
• Impact of Social Media – Do you agree
on this?
2. Facts and figures by Kellen
Europe’s report on Social media
Impact – Do you agree on this?
• Facebook is most likely to be perceived as the
platform with the greatest potential for negative
impact, whereas
• Twitter is considered to have the greatest potential
for positive influence
• AIE: someone who ‘tweets’ for his association
could only be directly politically involved and
must be able to say the best reflection on a
topic in the shortest way.
2. Facts and figures by Kellen
Europe’s report on Social media
• Measurement of Social Media impact
• 41% say that their organisation measures its
impact
• 51 % doesn’t.
2. Facts and figures by Kellen
Europe’s report on Social media
• The most common form of measuring is the
amount of followers = 73%.
• 53% say that they use the response of their
target audience
• 47 % analyse comments
2. Facts and figures by Kellen
Europe’s report on Social media
• Social media contribution to achieve
Business Objectives.
• Just 18% say that it is effective
• 29% say it is ineffective
• 34% give their organisation’s social media
activities a score of ‘3’ out of ‘5’
• In other words: nobody really knows well 
2. Facts and figures by Kellen
Europe’s report on Social media
• Value of Soc. Media activities
• More than 56% say that the amount of
resources their organisation invests in social
media is worthwhile
• while just 4% say that it is not worthwhile
• However, 31% say that it is too soon to tell if
the resource that they invest is worthwhile or
not.
3. Ten recommendations by Kellen
Europe’s report on Social media
1. Clearly define your association’s objectives
for using social media
2. Outline a social media strategy that fits in with
your association’s overall strategy
3. Set out clear guidelines and policies for the
use of social media within your association
4. Pick the right channels and get acquainted
with them
3. Ten recommendations by Kellen
Europe’s report on Social media
5. Be transparent and ready to react
6. Mandate and trust those responsible for social
media in your association
7. Provide meaningful content !!!!
8. Be clear, focused and adapt your message to
the channels
3. Ten recommendations by Kellen
Europe’s report on Social media
9. Monitor and measure your effort through both
quantitative and qualitative tools
10. Dive into it — explore, evaluate and continue
investment only in channels that work for your
association!
4. Key Findings by Focus Group
Communication Directors from 10 European
associations active in a variety of industries
discussed the key findings (we took 2 out of 4)
• How to fit social media in the association’s
strategy and governance?
• Which type of social media channel should be
used for each type of communication?
4. Key Findings by Focus Group
How to fit social media in the association’s
strategy and governance?
Why use it and what to achieve?
• Clear objectives, a concrete strategy and
implementation plan and tangible goals make
it easier to get associations leadership on
board of Soc. Media.
• Draft a clear implementation plan that includes
defined measurements and staff time.
4. Key Findings by Focus Group
How to fit social media in the association’s
strategy and governance?
• Before embarking on a social media program,
establish a clear policy.
• Consider who will be the voice and social
media gatekeeper
• Define the core messages and those issues
of concern
• Know exactly how each channel works in
terms of good understanding of environment
and atmosphere.
4. Key Findings by Focus Group
Which type of social media channel should be
used for each type of communication?
Select the right channel to get your message to
the right audience.
About TWITTER
• Twitter also serves as an excellent “early
warning system” about issues of concern
• Associations use Twitter to generate traffic to
others
• Your organisation can become an influencer
by investing time to engage and take part in
the debate.
4. Key Findings by Focus Group
Which type of social media channel should be
used for each type of communication?
4. Key Findings by Focus Group
Which type of social media channel should be
used for each type of communication?
About BLOGGING
• Blogging for associations requires a strong
commitment and investment in terms of
human resources.
• Associations should know, however, that they
do not have to blog all by themselves. You may
engage academia or journalists to ghost write
blog articles or to post occasional guest blogs
to supplement your own content.
4. Key Findings by Focus Group
Which type of social media channel should be
used for each type of communication?
About LINKEDIN
• LinkedIn can be very effective in reaching a
targeted B2B community. Member engagement,
member recruitment and events are posted
here. It is an easy tool to engage/dialogue with
key people and stakeholders operating within
the community.
• Benefits of a LinkedIn group over other social
media platforms is that you can still keep the
group “locked” for members only.
4. Key Findings by Focus Group
Which type of social media channel should be
used for each type of communication?
About YOU TUBE / VIMEO / PICASA
• The use of video has gained importance over
the past years. Event reporting and short
messaging on the associations’ website and as
part of advocacy campaigns are growing
interest. In combination with Facebook or
Twitter, linking to the association’s You Tube
channel, Picasa pages or website can be very
effective.
5. Conclusion(s) & advises
Social media:
• should act as means of support for any form of
communication your association undertakes.
• should have authentic dialogues
• needs constant monitoring and prompt
response to be effective in message
management
• is not a “one-size-fits-all” communications tool
for associations
5. Conclusion(s) & advises
Social media:
• may not be the right solution for every
application. Other electronic communications
such as email, text messaging or webinars
might be better solutions for specific needs.
• need an integrated approach across social
media channels and traditional media vehicles
to generate more traffic to all communication
tools used.
• Associations need to consider social media as
a fully accepted and integrated part of the
overall communication strategy and budget.
5. Conclusion(s) & advises
Finally:
• Social media is dynamic.
• Like a garden, you must cultivate it.
• Example: Article of CEO Pfizer
• Ian C. Read on LinkedIn:
• ‘You can gain respect in Drops,
but can lose it in Gallons’