Membership Building for Toastmasters- Effective Use of Social Media
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This document outlines a webinar presented by Rae Stonehouse on using social media effectively for Toastmasters membership building. During the webinar, participants explored how marketing, advertising, and public relations relate to the VP of Public Relations role. They also identified traditional membership marketing methods and discussed club branding strategies. Finally, the webinar covered how to maximize effectiveness of social media platforms like Facebook, Twitter, LinkedIn, YouTube, and Instagram for Toastmasters membership growth.
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Membership Building for Toastmasters- Effective Use of Social Media
- 1. Membership Building for Toastmasters Effective Use of Social Media by Rae Stonehouse DTM, PDG
- 2. Effective Use of Social Media During this webinar, participants will: • Explore how marketing, advertising & public relations relate to the VP Public Relations Role.
- 3. Effective Use of Social Media During this webinar, participants will: • Explore how marketing, advertising & public relations relate to the VP Public Relations Role. • Identify so-called Traditional Methods of marketing Toastmasters Club membership.
- 4. Effective Use of Social Media During this webinar, participants will: • Explore how marketing, advertising & public relations relate to the VP Public Relations Role. • Identify so-called Traditional Methods of marketing Toastmasters Club membership. • Discuss Club branding & strategies.
- 5. Effective Use of Social Media During this webinar, participants will: • Discuss Toastmasters Club websites and how they work hand-in-hand with social media.
- 6. Effective Use of Social Media During this webinar, participants will: • Discuss Toastmasters Club websites and how they work hand-in-hand with social media. • Explore specific social media programs … what works what doesn’t.
- 7. Effective Use of Social Media During this webinar, participants will: • Discuss Toastmasters Club websites and how they work hand-in-hand with social media. • Explore specific social media programs … what works what doesn’t. • Discuss some specific actions to maximise effectiveness of social media usage.
- 8. The #1 Strategy to get someone to join Toastmasters …
- 9. … invite them to a meeting and then ask them to join!
- 10. Think marketing! Think like a business!
- 11. Marketing Advertising Public Relations Paid Earned Builds exposure Builds trust Audience is skeptical Media gives third-party validation Guaranteed placement No guarantee, must persuade media Competitive creative control Media controls final version Ads are mostly visual PR uses language More expensive Less expensive “Buy this product!” “This is important!”
- 12. Slide Title • Open Houses • Publicize club events • Utilize promotional PR posters • Distribute posters at key locations in your community • Order free brochures, pamphlets, handouts from TI whenever you place an order
- 13. Slide Title • Get out in public. Hold a meeting at libraries, a coffee shop or a public venue. • Publicize your speech contests and the winners • Create & distribute a Newsletter: internal/external • Conduct a Speechcraft then plug your club and benefits of joining
- 14. Slide Title • Have a sign “Toastmasters meets here” at your meeting room
- 15. Slide Title Reach out and touch somebody! You have to touch a customer 7 to 11 times before they make a purchasing decision.
- 16. The New Marketing Strategies On-line social media platforms are within the realms of the do-it- yourselvers and allows Toastmasters clubs to develop an on-line presence that is often greater than their club membership and their local reach.
- 17. The New Marketing Strategies The whole purpose of this presentation is based upon one question …
- 18. The New Marketing Strategies “Should you put time and effort into social media initiatives to attract new members to your Toastmasters club?”
- 19. The New Marketing Strategies It depends …
- 20. Facebook: Advantages • Relatively easy for a Toastmaster to set up. • Good venue for developing a local following and raising awareness of your club in your local community. • Many of your Toastmaster club members are probably already on Facebook. • A person doesn’t have to be a member to view your Facebook Page on-line.
- 21. Facebook: Advantages • Easy for a fan to “Like” and “Share” your posts/content. • Likes are more likely to be local. • Facebook profile is indexed by most search engines, actual posts/content by some. • Invitations can be sent out for friends to Like. • Integrates well with Twitter, YouTube and your club website.
- 22. Facebook: Disadvantages • As Administrator it takes considerable amount of work to keep the momentum going. • Takes effort to build a following i.e. fans. • Requires some graphic artistry skills to add club branding to the Facebook Page. • Few Toastmasters clubs maximize their Facebook Page for effectiveness and search engine optimization.
- 23. Facebook: Disadvantages • Some clubs have created Facebook Groups, instead of Facebook Pages. (Groups are by invitation only and can be restrictive to growing your Toastmasters club). • Takes considerable effort to stand out from your competition. • If your content is not fresh & regular, you will lose visitors. • Likes don’t necessarily mean active followers. Active followers don’t necessarily mean potential new members.
- 24. Facebook: Disadvantages • Can be attractive to a troll aka cyberbully to hijack your Facebook Page and post inappropriate/damaging content. • Can be challenging to pass on the Administrator role to another member when the time comes. The learning curve can be quite steep for some members.
- 25. Twitter: Advantages • Relatively easy for a Toastmaster to set up a Twitter account for their club. • Good venue for raising awareness of your club in your local community. • Easy for a Twitter member to follow you and “Favorite” and “Share” your tweets. • Twitter profile is indexed by most search engines, actual posts/content by some.
- 26. Twitter: Advantages • Some search engines index individual tweets. • Integrates well with Facebook, YouTube and your club webpage. • Fresh content is relatively easy to create. • Easy to create a tweet campaign. • A sizable Followers amount indicates social proof. Social proof is where people believe that if that a large amount of others are following you … you must be worthwhile following.
- 27. Twitter: Disadvantages • A person has to be a member of Twitter to follow you and communicate with you. • Follows are more likely to be worldwide, rather than local. • Number of followers doesn’t mean that all of those Twitter members actually follow you or care what you post. • Takes time to create fresh content. • You have to post frequently so that you stand out in the crowd of other Twitter profiles.
- 28. Twitter: Disadvantages • Takes considerable time & effort to create a list of followers. • Member to member communication can be stilted. If you don’t check regularly, you could miss conversations. • You only have 144 characters for your post, including your link i.e. url. • Personal conversations are taking place on Twitter that should be conducted in person.
- 29. Linkedin: Advantages • Has a good reputation as a platform for professionals to share ideas & promote themselves. • Relatively easy to set up a Toastmasters Club profile, as a business. • Relatively easy to set up a special interest Group.
- 30. Linkedin: Advantages • Relatively easy to invite professional colleagues to connect. • Search engines readily index your profile. • The free version of Linkedin will likely meet all of your needs.
- 31. Linkedin: Disadvantages • More conducive to larger groups than it is for Toastmasters clubs. • Takes time to collect connections. • You need e-mail contact info to connect to people that you are not directly connected to. • Group participation tends to be more self- promotional in many groups than they are interactive.
- 32. Linkedin: Disadvantages • Linkedin has a nasty habit of penalizing you for a list of infractions e.g., posting too many self- promotional postings to groups, sending invitations to people that don’t directly know you, requiring that any of your postings require Group Administrator’s approval before your message is posted. This can cause problems if your message is time sensitive. • Takes some skill to upload artwork to be consistent with other branding of your Toastmaster’s club.
- 33. Linkedin: Disadvantages • Messages to Groups are not indexed by search engines. • Linkedin sends you a lot of promotional material trying to get you to upgrade to the paid version. • You need to be a member yourself to set up a Group. Can be challenging to assign the ownership of the group to someone else should you no longer want to be responsible for the Group.
- 34. YouTube: Advantages • Huge global brand recognition. • Relatively easy to upload videos. • Easy to share videos created and/or uploaded by others. • Viewable on multiple devices.
- 35. YouTube: Advantages • Relatively easy to create your own channel. • Has the ability to brand your videos. • Gives your video an implied credibility “If it’s on YouTube, it must be good!” • Allows you to develop a following i.e. fans.
- 36. YouTube: Advantages • Helps you to stand out from other Toastmasters clubs. • Advancements in electronics e.g., smart phones, allow almost everyone to become a videographer.
- 37. YouTube: Disadvantages • Longer videos can take a long time to upload, sometimes up to a day. • It’s easy to get your content “lost in the crowd”. • Takes time to promote your channel.
- 38. YouTube: Disadvantages • Effective, semi-professional quality video requires an understanding of sound & lighting principals. • While it may be easy to shoot video, effective editing requires skills and time. • Takes time & effort to share your content on-line.
- 39. Instagram: Advantages • Provides an instant snapshot of an idea or concept for those that are visually- minded. • Usually visually appealing, attracts your attention quickly. • Easily allows branding to be incorporated.
- 40. Instagram: Advantages • Easily shared. • If a picture says a thousand words … an Instagram with words & graphics can say considerably more.
- 41. Instagram: Disadvantages • Requires significant graphic artistry skills to create a professional looking graphic. • Requires logistical & strategic thinking skills to convey the message that you want. • Inappropriate choice of colours in your graphic may elicit the wrong emotional response in your viewer than you intended.
- 42. Instagram: Disadvantages • Not everybody likes “big picture” graphics. • Many Instagrams don’t seem to have an actual purpose or leave you wondering if the message might have been better created/crafted differently.
- 43. Branding
- 44. Branding • Logos, Images and Templates
- 45. Club Branding Flying Solo Toastmasters: flying solo … but not alone!
- 46. Club Branding
- 47. Your Social Media Strategy needs to be … A • Informational • Entertaining • Educational B • Thought Provoking • Engaging • Interactive • Timely • Addictive
- 48. E-mail?
- 49. Facebook
- 50. Facebook
- 51. Facebook
- 52. Facebook
- 53. Facebook
- 54. Facebook
- 55. Facebook
- 56. Facebook
- 57. Facebook
- 58. Facebook
- 59. Facebook
- 60. Facebook
- 61. Facebook
- 62. Facebook
- 63. Facebook
- 64. Facebook Reaching Out With Your Facebook Page
- 65. Facebook
- 66. Facebook
- 67. • Develop a strategy • Create a following • Follow others • Be consistent with your brand • Drive traffic to your website Twitter Steps For Social Engagement
- 68. YouTube
- 69. Membership Building for Toastmasters Effective Use of Social Media Was presented by Rae Stonehouse DTM, PDG