{"id":310,"date":"2012-11-05T09:33:48","date_gmt":"2012-11-05T09:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter30292_310\/"},"modified":"2018-08-07T16:17:30","modified_gmt":"2018-08-07T16:17:30","slug":"associations-measuring-social-mobile-roi","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/associations-measuring-social-mobile-roi\/","title":{"rendered":"Research Shows Associations Measuring Social, Mobile ROI"},"content":{"rendered":"<p>Even if you think auto racing is boring, the recent Daytona\u00a0500 was hard not to like. Star driver Matt Kenseth may have won, but Brad\u00a0Keselowski, a little known driver on the NASCAR circuit, stole the spotlight by\u00a0tweeting and posting real-time photos and commentary of the race while waiting\u00a0for a horrific accident to clear ahead of his car. &#8220;I&#8217;m in that 18-49\u00a0demographic and find \u00a0myself asking, &#8216;What would I want to see?'&#8221; Keselowski\u00a0told reporters.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-675\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2013\/01\/takeaways1.png\" alt=\"takeaways\" width=\"200\" height=\"47\" \/><\/p>\n<table style=\"border-collapse: collapse; width: 100%; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li>More than one billion people worldwide have some form of social media account and 25 percent of online time is now spent on social media.<\/li>\n<\/ul>\n<ul>\n<li>Organizations must adjust to a social networking culture of &#8220;brandividuals&#8221; who are very collaborative and transparent about themselves and their organizations.<\/li>\n<li>Measuring for the sake of collecting numbers is a waste of time. Only measure something if you can learn from it.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Still skeptical about social media\u2019s hold on our subconscious? Fasten your\u00a0seatbelts. There\u2019s more.<\/p>\n<p>Researchers at <a href=\"http:\/\/www.pqmedia.com\/\" target=\"_blank\" rel=\"noopener\">PQ Media<\/a> say the average U.S. adult spends about 400 hours a year on the Internet, with about one-fourth of that time now devoted to social media activity. Here\u2019s an example of why: While waiting for the fiery fender-bender to be cleared ahead, Keselowski pulled a smartphone from his racing suit pocket so he could show fans what the race looked like from his vantage point behind the wheel. He also took time to answer fans\u2019 questions in real-time while waiting out the delay. For real!<\/p>\n<p>Keselowski\u2019s accident photos were re-tweeted thousands of times and his <a href=\"http:\/\/twitter.com\/keselowski\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> following instantly\u00a0tripled to 200,000 by the end of the accident-filled race. Your organization\u2019s live events and legislative updates may not be as dramatic as a NASCAR crash, but the ability to send your members simple, un-edited, real-time updates that they care about from a trusted source (you) can be highly effective and rewarding.<\/p>\n<h2><strong>Too large an audience to ignore<\/strong><\/h2>\n<p>Facebook has about 800 million users according to research firm <a href=\"http:\/\/www.marketo.com\/\" target=\"_blank\" rel=\"noopener\">Marketo<\/a>. Twitter has about 300 million\u00a0users, LinkedIn boasts 116 million users and newcomer Google+ claims 60 million users. When you add in YouTube\u2019s 800 million unique users, it\u2019s clear you have a lot of new competition for your members\u2019 attention.<\/p>\n<p>But you can\u2019t be all things to all people, cautioned Michael Jacoby<span style=\"font-weight: bold;\">,<\/span> executive director of the<a href=\"http:\/\/www.iasbo.org\/i4a\/pages\/index.cfm?pageid=1\" target=\"_blank\" rel=\"noopener\"> Illinois Association of Business Officials<\/a> (IASBO). You have to figure out which social media platforms are working for you and which are not. Most associations don\u2019t have the resources to be fluent in all, but you better become fluent in some form of social media.<\/p>\n<p>As Connecticut-based social media strategist De Boone explained, your &#8220;absence of presence&#8221; on social media will absolutely kill your brand. &#8220;If you don\u2019t post a response to something that affects your members ASAP\u2014or react to something someone else has posted, whether it\u2019s good or bad\u2014then someone else will.&#8221;<\/p>\n<h2><strong>Age of experimentation over<\/strong><\/h2>\n<p>OK. So associations know they need to be all over social media, but are they doing it well? Generally, no. As our benchmarking and client gap analyses show time and time again, members\u2019 perceived value of their association&#8217;s social media offerings (3.35 out of a possible 5.0) remains lower than their perceived value of the association\u2019s live events (4.30), print publications (3.97) and online media (3.95).<\/p>\n<p>Members\u2019 perceived value of association media types:<\/p>\n<table style=\"border: 1px solid black; background-color: #dcdcdc; border-collapse: collapse;\" border=\"1\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"\">\n<tbody>\n<tr>\n<td style=\"text-align: left; vertical-align: top; background-color: #dcdcdc; letter-spacing: 0pt; word-spacing: 0pt; border: 1px solid black;\" valign=\"top\" width=\"139\"><span style=\"font-weight: bold; font-size: 10pt;\">Social Media<\/span><\/td>\n<td style=\"text-align: right; vertical-align: top; background-color: #dcdcdc; letter-spacing: 0pt; word-spacing: 0pt; border: 1px solid black; width: 50px;\" valign=\"top\" width=\"246\"><span style=\"font-weight: bold; font-size: 10pt;\">3.35<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: left; vertical-align: top; background-color: #dcdcdc; letter-spacing: 0pt; word-spacing: 0pt; border: 1px solid black;\" valign=\"top\" width=\"139\"><span style=\"font-weight: bold; font-size: 10pt;\">Live Events<\/span><\/td>\n<td style=\"text-align: right; vertical-align: top; background-color: #dcdcdc; letter-spacing: 0pt; word-spacing: 0pt; border: 1px solid black; width: 50px;\" valign=\"top\" width=\"246\"><span style=\"font-weight: bold; font-size: 10pt;\">4.30<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: left; vertical-align: top; background-color: #dcdcdc; letter-spacing: 0pt; word-spacing: 0pt; border: 1px solid black;\" valign=\"top\" width=\"139\"><span style=\"font-weight: bold; font-size: 10pt;\">Print Publications<\/span><\/td>\n<td style=\"text-align: right; vertical-align: top; background-color: #dcdcdc; letter-spacing: 0pt; word-spacing: 0pt; border: 1px solid black; width: 50px;\" valign=\"top\" width=\"246\"><span style=\"font-weight: bold; font-size: 10pt;\">3.97<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: left; vertical-align: top; background-color: #dcdcdc; letter-spacing: 0pt; word-spacing: 0pt; border: 1px solid black;\" valign=\"top\" width=\"139\"><span style=\"font-weight: bold; font-size: 10pt;\">Online Media<\/span><\/td>\n<td style=\"text-align: right; vertical-align: top; background-color: #dcdcdc; letter-spacing: 0pt; word-spacing: 0pt; border: 1px solid black; width: 50px;\" valign=\"top\" width=\"246\"><span style=\"font-weight: bold; font-size: 10pt;\">3.95<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-style: italic;\">Source: <\/span>Association Adviser\u00a0<span style=\"font-size: 12pt;\">e<\/span>news<span style=\"font-style: italic;\"> and Naylor, LLC, N=674<\/span><\/p>\n<p>Like many experts we interviewed, Boone said association leaders, particularly the over-40 crowd, have to understand the social networking culture better. They\u2019re not used to being so transparent about themselves and their organizations. They\u2019re not used to thinking of themselves as individual brands.<\/p>\n<p>&#8220;If it\u2019s all a one-way dialogue\u2014talking about itself instead of letting members<br \/>\nshare comments and experiences they\u2019ve had with your organization\u2014that\u2019s a turnoff,&#8221; she said. &#8220;You\u2019re not really building a community and members aren\u2019t coming back,&#8221; she said.<\/p>\n<h2><strong>What to measure<\/strong><\/h2>\n<p>Our association communication benchmarking study found that one-third of associations (35.4 percent) do not measure the outcome of their social media offerings, and among who do measure, they\u2019re still using crude metrics such as the number of followers, friends or contacts (55.8 percent); the number of posts (41.8 percent) and unique users (16.8 percent).<\/p>\n<p>There\u2019s just too much to measure and too many tools that can overwhelm you with data, according to Jamie Notter of\u00a0<a href=\"http:\/\/www.mgmtsol.com\/\" target=\"_blank\" rel=\"noopener\">Management Solutions Plus Inc.<\/a>\u00a0(MSP) a consulting and association management firm in Rockville, Maryland.To make it simple, he advised, just measure things you can really learn from. &#8220;So you started a Facebook fan page and got 100 likes. So what? Are those fans and 100 likes helping you get more members, advancing your industry or moving the needle with regard to public policy?&#8221;<\/p>\n<p>Naylor\u2019s Vice President of Online Media Marcus Underwood noted, most associations (and businesses) are still struggling with how to measure ROI on their social media efforts. &#8220;Counting the number of Twitter followers or Facebook likes gives some indication about whether or not you grabbed their attention, but it doesn\u2019t tell you if members were really engaged with your message. Likewise, with mobile, the number of application downloads shows interest, but offers little in the way of ROI,&#8221; he said. &#8220;To truly capture ROI, associations will need to provide more action-oriented content through these channels so that engagement can be tracked more effectively.&#8221;<\/p>\n<p><span style=\"font-weight: bold;\"><span style=\"font-style: italic;\">READER NOTE: See Marcus\u2019s story last month about the importance of <\/span><\/span><a title=\"Content (With Wide Distribution) is King\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter29993_317\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: bold; font-style: italic; text-decoration: underline;\">content with wide distribution.<\/span><\/a><\/p>\n<h2><span style=\"font-weight: bold;\">Facebook ROI<\/span><\/h2>\n<p>Don\u2019t bother measuring Fans and Likes, said Boone. Many people will like your page without ever coming back. You need to measure engagement. How many people are sharing your content? How many likes are you getting on the comments (as opposed to likes on the page)? Facebook measurement tools like Insight will tell you what kinds of news, facts, photos, etc. resonate with your audience. Edgerank is Facebook\u2019s analytical tool that decides the viewing availability on the user\u2019s personal profile wall\/news feed. Several experts told us a good metric to use is the number of member complaints that you\u2019ve diffused quickly via social media. That\u2019s highly measurable as member retention and goes straight to the bottom line.<\/p>\n<p>When it comes to Facebook strategy, Boone recommends adding a welcome page to your arsenal. Research from PageLever found that a good welcome page raises the probability of someone liking your fan page by 46 percent. A good welcome page will have a minor call to action, Boone said, and will tell customers or members what they get in exchange for liking your page. She points to <a href=\"http:\/\/www.facebook.com\/cocacola\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">Coca Cola<\/span><\/a>\u2019s welcome page as a good example.<\/p>\n<h2><span style=\"font-weight: bold;\">Twitter ROI<\/span><\/h2>\n<p>People (and organizations) like to brag about how many followers they have, but again, the numbers don\u2019t mean anything if followers aren\u2019t engaging with you regularly, said Boone. &#8220;Re-tweets are a better metric\u2014how many tweets do your followers think highly enough of to share with others? Tools like <a href=\"http:\/\/klout.com\/home\" target=\"_blank\" rel=\"noopener\">Klout<\/a> can tell you who you\u2019re influencing.&#8221;<\/p>\n<p><span style=\"font-style: italic;\">See Kelly Donovan\u2019s <a title=\"Scared to Use Twitter?\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter30292_311\/\" target=\"_blank\" rel=\"noopener\">article<\/a> in today\u2019s issue for more Twitter tips and best practices.<\/span><\/p>\n<h2><strong>LinkedIn ROI<\/strong><\/h2>\n<p>Notter said the value of LinkedIn is best assessed by the degree to which you\u2019re creating loyalty and stronger bonds with members and prospective members. LinkedIn is ideal for nurturing relationships, added Boone. &#8220;It\u2019s nothow many total contacts you have in your network. You have to look at how many contacts are making referrals on your behalf or regularly participating in your discussions. How many quality engagements are you having?&#8221;<\/p>\n<h2><strong>Videos and video blogging<\/strong><\/h2>\n<p>Jay Karen<a name=\"title\"><\/a>, President &amp; CEO<a name=\"company\"><\/a> of the <a title=\"Find users who have worked at this company\" href=\"http:\/\/www.innkeeping.org\/\" target=\"_blank\" rel=\"noopener\">Professional Association of Innkeepers International<\/a> (PAII), now does his upfront article as a <a href=\"http:\/\/www.nxtbook.com\/nxtbooks\/naylor\/PAIQ0112\/index.php\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">video<\/span><\/a> in PAII\u2019s digital member magazine <span style=\"font-style: italic;\">Innkeeping Now.<\/span> Karen also creates frequent five-minute video blog posts for members on PAII\u2019s private YouTube channel <span style=\"font-style: italic;\"><a href=\"http:\/\/www.youtube.com\/user\/innkeepingtvob=0&amp;feature=results_main\" target=\"_blank\" rel=\"noopener\">Innkeeping TV<\/a>,<\/span> and uses video blogs rather than written reports to keep his board of directors up to speed. Karen said feedback shows the board pays better attention to his video reports than his written reports.<\/p>\n<p>Like Karen, IASBO\u2019s Jacoby also produces a video companion to his organization\u2019s member e-zine <span style=\"font-style: italic;\"><a href=\"http:\/\/www.iasbo.org\/i4a\/pages\/index.cfm?pageid=3327\" target=\"_blank\" rel=\"noopener\">The Journal of School Business Management<\/a> <\/span>andserves up videos of the annual awards ceremony.<\/p>\n<p>While the overall number of views your video gets counts for something, Boone said it\u2019s more important to measure how many viewers watched <span style=\"font-style: italic;\">all the way to the end<\/span>. How many shares, likes and comments did your video get? People can watch your video without liking it, she warned.<\/p>\n<h2><span style=\"font-weight: bold;\">Peer-to-Peer Networking ROI<\/span><\/h2>\n<p>While Facebook, Twitter and LinkedIn get all the buzz, private social networks are still thriving at many organizations such as the 2,200 member IASBO. The association\u2019s <a href=\"http:\/\/www.iasbo.org\/i4a\/pages\/index.cfm?pageid=3938\" target=\"_blank\" rel=\"noopener\">Peer2Peer Network<\/a> launched last year, has 19 sub-groups according to Jacoby, and members have enthusiastically supported hot discussion topics such as legislative alerts, collective bargaining, proposal language and best practices. Jacoby said IASBO not only measures how many members are participating and the number of posts, but closely monitors the percentage of members who ask each other questions and the click-throughs from its Legislative Alert emails to the P2P Networking site.<\/p>\n<h2><span style=\"font-weight: bold;\">Mobile ROI<\/span><\/h2>\n<p>Forrester Research estimates that 112.5 million U.S.\u00a0adults\u2014one-third of the adult population\u2014will own a tablet by 2016 and\u00a0already 37 percent of U.S.\u00a0tablet owners are bring them to the office or job site. What\u2019s more, of the 285\u00a0million mobile phones operating in the U.S., PQ Media says about one-third\u00a0(34 percent) are smartphones. Rest\u00a0assured your members are included in those stats.<\/p>\n<p>MSP\u2019s Notter said about the small-screen format,\u00a0&#8220;You\u2019ve got to be brutally clear about what you want people to do with what you\u00a0send them\u2014i.e. register for your event or attend your webinar.&#8221; You can measure\u00a0the response to those calls-to-action pretty easily, he said, but you can\u2019t ask\u00a0members to do more than one thing at a time. The screen space won\u2019t allow it. Mobile can also be measured\u00a0from a cost-savings perspective, he said. &#8220;Look at how much money you\u2019re saving\u00a0when an app replaces all the conference brochures, agendas, schedules and\u00a0exhibit guides that you used to print.&#8221;<\/p>\n<h2><span style=\"font-weight: bold;\">Social media success\u00a0stories <\/span><\/h2>\n<p>Notter\u00a0said the <span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.nten.org\/\" target=\"_blank\" rel=\"noopener\">Non-Profit Technical Network<\/a>\u00a0<\/span>is doing a good job of empowering staff to speak to the outside world on behalf of\u00a0their industry. The <span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.redcross.org\/\" target=\"_blank\" rel=\"noopener\">American Red Cross<\/a>\u00a0<\/span>also does a great job with social media, he said. &#8220;They really do a lot of\u00a0listening to members\u2019 and the public\u2019s concerns about safety issues.&#8221; While\u00a0some organizations get antsy about losing control of the discussion in the\u00a0social space, it sometimes works to your advantage. For instance, Notter said the <a href=\"http:\/\/www.asha.org\/members\/socialnetworks\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">American Speech\u00a0Language &amp; Hearing Association<\/span><\/a> discovered an unaffiliated group was\u00a0using its logo without permission on a Facebook group for speech pathologists.\u00a0But before sending a cease-and-desist order, they discovered 5,000 active\u00a0participants and were so impressed by the level of engagement that they allowed\u00a0the group to continue and helped support it.<\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p>We all know texting and driving is dangerous, but so is a slapdash\u00a0social\/mobile communication effort. Without a clear road map, both\u00a0activities can lead to disastrous consequences if you\u2019re not paying attention.\u00a0So take off the training wheels. Keep your eyes on the road ahead and measure\u00a0what\u2019s important. Your members will thank you time and time again.<\/p>\n<p><span style=\"font-style: italic;\">Hank Berkowitz <\/span><span style=\"font-style: italic;\">is\u00a0the moderator-in-chief of <\/span>Association Adviser <span style=\"font-size: 12pt;\">e<\/span>news.<\/p>\n<div align=\"center\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Researchers at PQ Media say the average U.S. adult spends about 400 hours a year on the Internet, with about one-fourth of that time devoted to social media activity. All that activity should be measured, but only measure something if you can learn from it.<br \/>\n<em>By Hank Berkowitz<\/em><\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12,6],"tags":[21,97,98,22,99,8,100,101,23,102,25],"class_list":["post-310","post","type-post","status-publish","format-standard","hentry","category-features","category-marketing-communications","category-technology","tag-facebook","tag-illinois-association-of-business-officials","tag-inc","tag-linkedin","tag-management-solutions-plus","tag-mobile","tag-nascar","tag-professional-association-of-innkeepers-international","tag-social-media","tag-text-messaging","tag-twitter"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Research Shows Associations Measuring Social, Mobile ROI - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/associations-measuring-social-mobile-roi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Research Shows Associations Measuring Social, Mobile ROI - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Researchers at PQ Media say the average U.S. adult spends about 400 hours a year on the Internet, with about one-fourth of that time devoted to social media activity. 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