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CSAE Social Media Benchmarking Survey

CSAE Social Media Benchmarking Survey. Are You Keeping Pace with Your Peers?. Today’s Presentation. • Why? • Who? • How? • What we found out? • What’s next?. Why We Conducted This Research. Social Media… • What are associations doing now? • What are their future plans?

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CSAE Social Media Benchmarking Survey

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  1. CSAE Social Media Benchmarking Survey Are You Keeping Pace with Your Peers?

  2. Today’s Presentation • Why? • Who? • How? • What we found out? • What’s next?

  3. Why We Conducted This Research Social Media… • What are associations doing now? • What are their future plans? • Perceived benefits/concerns? • Success stories/disasters

  4. Who was Involved?

  5. How the Survey was Conducted • Early October 2011 • CSAE executive members/non-members • 340 completed entire questionnaire • 20%+ response from CSAE members

  6. Reporting • Type of association • Composition • Staff size • Operating budget

  7. Associations Currently SupportingSome Form of Social Media NO 23% YES 77%

  8. Proactive or Reactive?

  9. Proactive or Reactive? • Most proactive – professional/occupational • Most reactive – trade/industry/business We're in the Bermuda Triangle — we've got the ships (the platforms) set up but no wind (staff time) to deal with content.

  10. Social Media: Benefits 89% 88% 88% Increases brand awareness Develops community, inter-member collaboration and information sharing Provides networking opportunities We get a better sense about what people of influence are thinking. Opportunity to communicate with "next" generation.

  11. Social Media: Concerns 63% 60% 59% Lack of participation/engagement from your members Difficulty protecting brand image from damaging 3rd party Social Media online conversations Comments on Social Media not representative of general public opinion Social Media not actually effective, more hype than hope. Not having a clear Social Media plan with guidelines and policies for employees to follow.

  12. How do you know what your members are thinking?

  13. How do you know what your members are thinking?

  14. Keeping up with Trends?

  15. Keeping up with Trends?

  16. Social Media – Spending

  17. Hours devoted to Social Media

  18. Social Media Training

  19. Social Media Strategies and Policies

  20. Social Media Strategies and Policies

  21. Social Media Strategies and Policies

  22. Measuring Success Do you measure your success? NO 68% YES 32%

  23. Monitoring Your Social Media

  24. Best Practices Theme #1The Tone “Don’t be overly formal” “It’s about the conversation”

  25. Best Practices Theme #2A Disciplined approach “…it has a strategic plan behind it and each tool is being used in a particular way to support the organizations overall goals and activities.”

  26. Concluding comments • Increases anticipated in spending/staff time/training

  27. Concluding comments • Increases anticipated in spending/staff time/training • Little understanding of member expectations

  28. Concluding comments • Increases anticipated in spending/staff time/training • Little understanding of member expectations • Strategy and policies are lagging

  29. Concluding comments • Increases anticipated in spending/staff time/training • Little understanding of member expectations • Strategy and policies are lagging • Few have mechanisms in place to monitor and measure efforts

  30. Next steps • Repeat survey in September 2012

  31. Next steps • Repeat survey in September 2012 • Your input welcome

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