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? 2

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

Who was Involved? 4

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

Reporting Type of association Composition Staff size Operating budget 6

Associations Currently Supporting Some Form of Social Media 7 YES77%NO23%

Proactive or Reactive? 8

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

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

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

How do you know what your members are thinking? Knowing What your Members Think Informal comments and feedback65% Regular communications/meetings with members35% Online feedback from within Social Media25% Our "gut" feeling24% We don't know23% Formal general survey with one or two Social Media questions23% 12

How do you know what your members are thinking? Knowing What your Members Think Informal comments and feedback65% Regular communications/meetings with members35% Online feedback from within Social Media25% Our "gut" feeling24% We don't know23% Formal general survey with one or two Social Media questions23% 13

Keeping up with Trends? 14 How are you keeping up with Trends in Social Media Input from employees and volunteers61% Attending seminars/conferences60% Websites44% Internal Social Media team’s research27% No formal mechanism27%

Keeping up with Trends? 15 How are you keeping up with Trends in Social Media Input from employees and volunteers61% Attending seminars/conferences60% Websites44% Internal Social Media team’s research27% No formal mechanism27%

Social Media – Spending % Spending on Social Media 2011/ % % 16

Hours devoted to Social Media 10 or more hours a week 2011/ % % 17

Social Media Training 2011 – Training provided52% 2012 – Training will be provided74% 18

Social Media Strategies and Policies 19 Social Media Strategies Social Media Risk Management Policies In development38%30% Non-existent22%33% Informal or verbal22%19% Formal and documented15%

Social Media Strategies and Policies 20 Social Media Strategies Social Media Risk Management Policies In development38%30% Non-existent22%33% Informal or verbal22%19% Formal and documented15%

Social Media Strategies and Policies 21 Social Media Strategies Social Media Risk Management Policies In development38%30% Non-existent22%33% Informal or verbal22%19% Formal and documented15%

Measuring Success 22 YES32%NO68% Do you measure your success?

Monitoring Your Social Media 23

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

Best Practices 25 “…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.” Theme #2 A Disciplined approach

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

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

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

Concluding comments 29 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

Next steps 30 Repeat survey in September 2012

Next steps 31 Repeat survey in September 2012 Your input welcome