How to Effectively Budget Your Social Media Program in 2013 Infographic

Check out this article from at ClickZ for an overview of six key budget sectors for your social media marketing. Figures are based on a mid-sized organization and should be on target for national associations. Given the wealth of content your association probably has, you may be able to save by repurposing existing content. Strategy may require a higher initial investment if you have multiple member segments as well as a need to communicate with prospects, vendors, press, and the public.

How to Effectively Budget Your Social Media Program in 2013 | ClickZ.

How to Effectively Budget Your Social Media Program in 2013 | ClickZ


The State of B2B Content Marketing [Infographic]

Facebook, Twitter, and LinkedIn are the only social networks that more than 80% of B2B marketers are using. For associations, there are HUGE opportunities on the more visual networks. Make it easy for your members to share their allegiance and their favorite programs by using visual networks Pinterest and Instagram. Provide qualify content on Slideshare and G+. Most of you have huge content archives… make 2013 the year you put them to work all around the web!

Kamal Bennani Photography

The following infographic provides a visual interpretation of the most revealing stats from a report b

See on

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Get Your Free B2B Marketing Innovations eBook — Featuring Lynn O’Connell’s Winning Tip

See the B2B Marketing Innovation eBook from @marketingprofs and @TopRank on Slideshare by clicking the image above.

Lynn O’Connell is a winner of Top Ranks B2B Marketing Innovation Blog Contest! Her winning tip is included in this FREE B2B Marketing Innovation eBook – Break Free of Boring B2B With These 33 Tips.  See the slideshare version here, or download the PDF and get a preview of tips and featured experts at Top Rank’s blog post. Flip to Tip #31 to see Lynn’s winning B2B marketing tip.

Lynn O’Connell is the Creative Director of O’Connell Meier, a digital + direct marketing firm serving national trade and professional associations. Follow her tweets @omdirect.

Sensible Social Media Checklist for Businesses v2.0

LOVE this infographic! It’s a handy checklist for those new to social media and for organizations working to increase their online visibility.

Sensible Social Media Checklist Infographic

Sensible Social Media Checklist for Businesses v2.0 [Infographic] | Search Engine Journal.

Where we test content curation sites so you don’t have to

We haven’t posted much to this blog over the last week. Why? Because we’re immersed in testing content curation sites so you don’t have to. This is a daunting project as there are hundreds of sites out there. We’ll be reporting on our findings, but you can get a sneak peek of our work in progress here:

Does RebelMouse or Twylah showcase tweets better? You decide: or

Prefer or for curated articles? You decide:  The O’Connell Meier Daily ( or Association Marketing: Digital + Direct (

Prefer Facebook, Twitter, or LinkedIn for quick updates? Follow us on Facebook, Twitter, and LinkedIn.

Follow our Pinterest boards on:

For a quick introduction to content curation check out this post from @cendrinemedia. 7 Content Curation Tools You Should Start Using Today 

Or for links to 60 content curation tools, find 30 here and 30 more here, both via @webadvantage.


Lynn O’Connell is the Creative Director of O’Connell Meier, a digital + direct marketing firm serving national trade and professional associations.

Today’s Association Marketing Tip: The right metrics + the right content = the right results

How do you know if your social media strategy is working?

See more at Social Media Isn’t About The Numbers! Or Is It?.

You can’t judge your success just by quantity. The key to successful measurement is to first decide what your social media program is designed to do and then identify metrics that will help you achieve the results you want.

Let’s take membership as an example. Is your objective to:

  • increase paid memberships? Your goal should be to encourage members to share content and to get prospective members to follow you. Plan to measure retweets and new follows from viable prospects. (No, exhibitors at your conference don’t count.)
  • engage your members? Participation becomes the key. Measure replies, hash tag usage, and mentions.
  • showcase the expertise of your members? Define who your members want to reach, follow and engage those people, and measure how many follow back and engage with your content. (And, be sure to make your posts a steady stream of articles and retweets from members.)

Taking time to think through your objective makes it much easier to focus your social media efforts on the right topics and right audience. You’ll be amazed by how quickly you can zero in on the right content once you have a clear objective and defined metrics. Plus, your metrics will give you the ammunition you need to keep your channels on message when people want to use your posts or tweets as electronic press releases – – social media is a conversation, not the announcements you used to hear over the PA system in school.

Today’s Association Marketing Tip: Meet your members where they are

If your marketing mix is primarily email and mail, you may not be reaching a significant number of prospects. Worse, if your customer service is email and phone-based, your members may find your association disengaged and slow to respond.

You need to go where your members are. That could mean text, twitter, or Facebook. And, remember — even if your current members are happy with your communications channels, the rapid pace of  social media adoption means they won’t be for long. You may already be missing students and new professionals.

Social Media Today reported on this innovative techniques from Cloudforce, which could easily apply to member service. (You can watch a video of the presentation here:

Video gamer publisher, Activision are seeing customers abandoning the phone and flocking to Twitter and Facebook so they had to ‘meet the gamers where they are’. They demo’d an experience whereby a customer service phone exchange brings up the users’ social profiles (e.g. Twitter, Facebook) and what devices they use. For example they can see customer Joe Bloggs is an iPhone user and can start a Facetime conversation with him and solve the problem there and then.

Integrating Social Media Into Business: Lessons from Cloudforce Expo

Lynn O’Connell is the Creative Director of O’Connell Meier, a digital + direct marketing firm serving national trade and professional associations.

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