PURL’s
Personal URLs are perfect for potential attendees to interact with the marketing materials. For example, as you send out your save the date postcard, you can send along with it a PURL for the recipient to log on to. On their personal page, you can have them register early, fill out a questionnaire, or have them choose or suggest topics that they would like to have covered during the conference. By allowing the attendee to participate during the pre-conference stage, the conference value and attendance will increase.

Twitter
During the pre-conference stage, you can begin to setup #hashtags for your conference on Twitter. Invite possible attendees to follow your conference twitter account to receive instant updates about the conference and to begin conversations about what they would like to see at the conference and to start networking with other attendees.

Twitter can be used during the conference as well to let attendees provide their own personal views on subjects and to strike up hot topics throughout the conference. Have the speakers setup their own accounts so they can get involved with conversations through twitter.

For more information, check out our newsletter on Twittering your Annual Conference.

Facebook
Setting up a group on Facebook for your conference is a great tool. As you add friends to the group, you can gauge the potential for attendees at your conference. Utilizing the upcoming events tool, the group will be notified about key dates for the conference.

Check out this blog post about using Facebook for your organization.

Registration Offers
Who does not like a discount or special offer? Why not offer a discount for early registration using PURL’s? Provide special offers to your Facebook Fans who participate in discussions. Conduct contests through Twitter during the conference where you provide information or clues only seen through your Twitter updates.  Providing more options for early registration and participation in pre and post conference sessions will encourage members to take advantage of the situation and in turn it will help with conference attendance and late registration because we know “it’s not just a trend, it’s a fact.”

By incorporating these personalization tools, you will help with the overall value of the conference, but more importantly it will help increase your attendance.

Here at RCG we love the world of social media and how it is transforming how people communicate with each other, how advertisers/marketers spread their message, and how it can connect us with each other in ways that makes the world seem smaller.

We could go on all day about the ins, outs and benefits of social media. But, today we want to touch on the first step into the world of social media: discovering what conversations are already happening (especially conversations about you – or your organization).

There are two ways to do this. First, you can spend hours each week searching the web for mentions of your organization. You may find a few news sources or blogs that make regular mention of your association, or a topic that is related to services you provide. But, it can be a very time consuming effort that gives you little information. So, we recommend the second option: using Google Alerts, a free tool that is praised by many.

The beauty of Google Alerts is that it searches the web for conversations about whatever topic you are interested in, and it brings those conversations to you – instead of you pulling your hair out while trying to rummage through inactive blogs and old forums.

It’s fairly simple to use and customize to how you prefer to receive information online. You can even set it up to “alert” you about your topic on specific websites, for example, if you are an association providing services related to victims of crime in the DC area, you can set a Google Alert for articles from the Washington Post’s website about “victim’s rights”. Whenever an article with that phrase appears, you will receive an email with a link to the article.

We hope you can see how this might be a useful tool for your organization. Here are some tips on how to get started:

• Set up an account by visiting Google.com and going to the “Google Alerts” page.
• Select your keywords or phrases that you want to be notified about.
• Use quotations around phrases. For example, “North Carolina Association of Chicken Farmers”.
• If you want to set up an alert for a specific site use this combination: “chicken farmers” site:washingtonpost.com.

This tool can help you easily target communities that are having conversations relevant to your organization. Without much effort, you have the opportunity to target your message to people who are interested and possibly in need of your services. So, go and hear what is being said about your organization. Then you can start to interact in these conversations and you might become as amazed with social media as we are.

This week we are introducing The Best of White Space. This print version captures the highlights of our monthly e-newsletters over the past few months. Conference marketing, Twittering your annual conference and improving membership retention are just a few of the topics included in this premiere edition of The Best of White Space.

Keep an eye out for your copy to arrive on Tuesday or Wednesday of next week.

If you would like to receive a copy, simply email us at rcg@rottmancreative.com.

Businesses, associations, organizations and the professionals who run them are buzzing about social media. Some have it figured out, others are full of questions. But what is clear is that the way we network is changing, and our professional relationships expanding from our address books and into social networking sites.

The most popular professional network is LinkedIn. With over 37 million members and a membership that is rapidly growing, it is the world’s largest professional network. Members can control their professional brand by showcasing talents, skills or services. They can also network and reconnect with past colleagues, business partners and classmates, while tapping into the knowledge, experience and connections of their network. The question and answer capabilities allow users to get fast, accurate information from within their network and experts worldwide. It also allows members the opportunity to build professional credibility by showcasing knowledge and expertise by answering questions.

LinkedIn’s capabilities can take associations to a whole new level of powerful, intentional networking, which can bring numerous benefits to any organization.

Increase Member Retention

Connecting thru social networking with key players of an association such as board members and senior management gives members the sense that the association is easily accessible and transparent. These are key qualities to increasing member retention and increasing member involvement.

Increase Web Presence & Traffic

LinkedIn profiles allow you to list blogs or websites with a short description about your association. This is primary information shown to all your LinkedIn connections, which can increase traffic to your association’s website since a good portion of your connections might be with people who are not familiar with your association.

Make a Good First Impression with a LinkedIn Recommendation

Any association board member or association employee will give instant visibility of your association to all their professional connections. Additionally, any relationship you start with their contacts will start with a good first impression of your non-profit – because their friend is involved.

Connect with a Younger Crowd

Many associations are looking for meaningful ways to connect with younger professionals who may be interested in membership. Young professionals are generally the early adapters of any social networking site, this includes LinkedIn. They are ahead of the curve on taking full advantage of the capabilities and open to making new connections simply through LinkedIn.

Research Potential Sponsors or Partners

LinkedIn can be utilized to gather information on any potential partner. By using the search feature along with looking for mutual connections, your association can find out vital information about potential partners or find that key introduction.

These are just a few of the benefits your association might be missing by not utilizing this growing social network. Take a few minutes this week and visit the Learning Center on LinkedIn’s website to get you started on moving your connections out of your lifeless address book and into a dynamic network that can work for you.