Lime Venue Portfolio (LVP) know that the challenge for all associations is to retain and grow its membership base. So, here at LVP HQ, we’re always looking for new ways to help our customers meet new audiences. Like our customers we like to stay open-minded.
As the old adage goes; “If you always do what you’ve always done, you will always get what you’ve always got”. Many people attribute this quote to Anthony Robbins and before him Albert Einstein, Henry Ford, and even Mark Twain. Regardless of the origin, what matters is the point it makes. If you want to change the end result, you need to change the way you do things.
One way of reaching new audiences is via Social Media. UK social media usage hit an all-time high at the beginning of 2018, with a hefty 83% of the adult population now tweeting, ‘gramming, snapping and liking on one or more channels.
Some associations are already using social media platforms effectively to recruit and engage people, so LVP HQ wanted to share with you some of the pros and cons of some of the social media platforms out there, so you can pick the best channels to engage and grow your membership demographic:
The social media giant that is Facebook, is still the largest social media site in the world, with over 30 million people (that’s around half the UK population) actively using the site. Flint reports that a higher percentage of the UK’s online females use Facebook compared to males (84% vs 73%).
Young adults continue to report using Facebook at high rates, but older adults are joining in increasing numbers. According to Pew Research, some 62% of online adults ages 65 and older now use Facebook.
According to an eMarketer forecast, 700,000 fewer 12-24 year olds will regularly use the platform in 2018 (a decrease of 10%) with many of them moving to Snapchat and other rival sites.
But don’t discount your young demographic on Facebook, as the social network still reigns as the most popular channel. In fact, compared to the previous Pew social report, usage among each age demographic increased from 2014 to 2016.
Key take away: Although this channel shouldn’t be ignored, if you are looking to target a younger demographic maybe consider another channel. If you’re looking to reach an older demographic FB should be your social network of choice.
Instagram is rapidly growing, hitting 700 million global monthly users during 2017, which is more than double the total figure from two years ago.
According to eMarketer, in total, 16.7 million people in the UK will use the platform each month this year. Instagram use is especially high among younger adults. Like Snapchat, Instagram continues to attract younger users, even drawing some of them away from Facebook.
According to Sprout Social
59% of 18–29 year olds use Instagram.
33% of 30–49 year olds use Instagram.
The networks ability to add hashtags and @, gives users easy ways to discover photos, videos and people. Associations should take advantage of using hashtags and @ to stay connected with its member’s interests, hobbies, passions and communities.
According to Instagram; with over 300M using Instagram Stories every day, people are increasingly finding new products from brands they love. In a recent Instagram survey, Instagrammers said they often watch stories to stay in the-know with brands they’re interested in, get an insider view of products they like, and find out about new products that are relevant to them.
The introduction of Instagram advertising has made it even more of a critical space to be for businesses and associations alive.
Key take away: Looking to appeal to a young audience, become an assocation ‘grammer and take advantage of using # and @ to stay connected with your existing community and attract new followers.
Snapchat had over 14 million people logging on at least once per month during 2017. As with Instagram, Snapchat has enjoyed strong growth—it almost doubled its user base between 2015 and 2016, and is expected to see a further significant increase during 2018.
Snapchat provides users with a sense of freedom since users share photos with friends for a set amount of time. Perhaps this is why the social network is so popular and seen as the ‘cooler’ of the social media platforms with Generation X?
This channel capitalises on the FOMO (Fear of missing out) trend, meaning followers are more likely to impulse buy and share experiences. Geofilters and sponsored lenses are regularly used on Snapchat and are a great way for companies to promote their brand.
Instagram and Snapchat have both found success with the younger demographic since both platforms communicate with visual content. The double-digit user growth happening among younger consumers is forcing marketers to revaluate their media plans and shift a portion of their media budget into Snapchat and Instagram.
Key take away: Is your association looking to appeal to Generation Z? Consider creating your own association Geofilter for use at your annual conference.
Twitter is a fast-paced and high-volume network, allowing users to share information instantaneously, from making professional connections to getting the latest breaking news.
Twitter has a total of nearly 13 million users in the UK, equating to 19.0% of the population. According to Sprout Social, 36% of 18–29 year olds use Twitter compared to just 10% of 65+ year olds. The ratio of male vs females Twitter users is 50:50.
The channel is growing in popularity for social customer service. Sprout Social discovered that 34.5% of consumers prefer to connect to customer service agents via social media.
Key take away: Twitter is great for associations to use to keep followers up to date and to follow new audiences. As well as regular posting, consider how your association could use the channel from a social customer service point of view.
In summary, all social media platforms have their place but with so many out there it is crucial you maximise the networks that meet your particular associations objectives, as trying to manage them all can be sometimes where brands fail.
Lime Venue Portfolio (LVP) pride itself on Sales and Marketing excellence with experts in the business on both subject matters. If you would like more information about how we can support your association we would love to hear from you.
Contact Julia Simpson, LVP’s dedicated Association Account Manager on Julia.Simpson@LimeVenuePortfolio.com / 07500 765 894
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