Social Skillsbuilding an active online community<br />David Sieg<br />Vice President, Strategic Marketing<br />YourMembers...
INTRO: what are we? <br /><ul><li>David Sieg, Vice President of Strategic Marketing
… and I’m older than the Internet…
Unique place and time in marketing history
What are we? </li></ul>COMMUNITY<br />#BAOC<br />
INTRO: why are we here?  <br /><ul><li>Making the decision
Setting the one goal
Gathering an audience
Creating a community
Building the buzz!
Achieving strong ROI </li></ul>#BAOC<br />
QUICK POLL  <br /><ul><li>Website?
Facebook Page?
Online Community? </li></ul>#BAOC<br />
LEGWORK: preparation <br /><ul><li>Not the sexy part of social
Lots of prep work before we can launch
Big decision to be made…
What’s the goal? </li></ul>#BAOC<br />
ONE GOAL <br /><ul><li>Goal must be quantifiable over time
To increase membership by XX percent by XX date
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Building an Active Online Member Community

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Building an Active Online Member Community

  1. 1. Social Skillsbuilding an active online community<br />David Sieg<br />Vice President, Strategic Marketing<br />YourMembership.com <br />
  2. 2. INTRO: what are we? <br /><ul><li>David Sieg, Vice President of Strategic Marketing
  3. 3. … and I’m older than the Internet…
  4. 4. Unique place and time in marketing history
  5. 5. What are we? </li></ul>COMMUNITY<br />#BAOC<br />
  6. 6. INTRO: why are we here? <br /><ul><li>Making the decision
  7. 7. Setting the one goal
  8. 8. Gathering an audience
  9. 9. Creating a community
  10. 10. Building the buzz!
  11. 11. Achieving strong ROI </li></ul>#BAOC<br />
  12. 12. QUICK POLL <br /><ul><li>Website?
  13. 13. Facebook Page?
  14. 14. Online Community? </li></ul>#BAOC<br />
  15. 15. LEGWORK: preparation <br /><ul><li>Not the sexy part of social
  16. 16. Lots of prep work before we can launch
  17. 17. Big decision to be made…
  18. 18. What’s the goal? </li></ul>#BAOC<br />
  19. 19. ONE GOAL <br /><ul><li>Goal must be quantifiable over time
  20. 20. To increase membership by XX percent by XX date
  21. 21. Objective
  22. 22. To provide more value to our members
  23. 23. Strategy
  24. 24. Deliver value via online channels
  25. 25. Tactic
  26. 26. Build the online community
  27. 27. Analyze and Review </li></ul>#BAOC<br />
  28. 28. HEAVY LIFTING<br /><ul><li>Start with your own database
  29. 29. Build it, clean it, update it
  30. 30. Four key components to heavy lifting phase:
  31. 31. PR: press releases, media relations, positive pub
  32. 32. Adv: pay to play online and offline
  33. 33. Direct Marketing: use your database to segment
  34. 34. Social Media: use open social sites
  35. 35. Maximize ROI when all are in place</li></ul>#BAOC<br />
  36. 36. BUILDING YOUR COMMUNITY<br /><ul><li>You need an online community.
  37. 37. There’s an app for that (shameless plug)
  38. 38. You provide more value
  39. 39. Perceived value comes from you (not FB…)
  40. 40. You’ve been around longer than the Internet!
  41. 41. You are the brand
  42. 42. You own data, transactions
  43. 43. Private online community vs. open social </li></ul>#BAOC<br />
  44. 44. CRAM IT WITH CONTENT <br /><ul><li>Set the stage with unique content – lots of it
  45. 45. Everything your members need, anticipate
  46. 46. Provide an experience: what’s the one thing?
  47. 47. Legislative news source for members
  48. 48. Careers
  49. 49. Gamification (points for actions)
  50. 50. What’s ideal for your organization? </li></ul>#BAOC<br />
  51. 51. BUILD THE BUZZ! <br /><ul><li>This is when the action starts!
  52. 52. Vibrant, lively, social
  53. 53. Providing value to your members online
  54. 54. Connected members = renewals and referrals</li></ul>#BAOC<br />
  55. 55. BUILD THE BUZZ! <br /><ul><li>Must-haves:
  56. 56. Member profiles
  57. 57. Member-member connections
  58. 58. Groups, chapters, committees
  59. 59. Blogs, wikis, forums
  60. 60. Photo albums and media uploads </li></ul>#BAOC<br />
  61. 61. BUILD THE BUZZ! <br /><ul><li>Online same as offline
  62. 62. Welcoming, inviting, cordial
  63. 63. Informative introduction, guidance
  64. 64. Logistics: what am I to do here?
  65. 65. Your brand lives here: mission, vision, principles </li></ul>#BAOC<br />
  66. 66. BUILD THE BUZZ! <br /><ul><li>Phases of your community
  67. 67. Pre-launch, Grand Opening, Milestones
  68. 68. Pre-launch:
  69. 69. Prep the database
  70. 70. Four key components: PR, Adv, DM, Social
  71. 71. Populate content
  72. 72. Schedule events, activities
  73. 73. Rewards programs</li></ul>#BAOC<br />
  74. 74. BUILD THE BUZZ! <br /><ul><li>Grand Opening (or launch)
  75. 75. Huge marketing opportunity
  76. 76. Largest PR push!
  77. 77. Using social media outlets to announce
  78. 78. Declare an official launch date</li></ul>#BAOC<br />
  79. 79. KEEP THE BUZZ! <br /><ul><li>Milestones:
  80. 80. Ongoing info, communications and interest
  81. 81. First 100 registered for a gift
  82. 82. 1000th member
  83. 83. Anniversary of the community
  84. 84. Continual blog posts
  85. 85. New community features
  86. 86. New members
  87. 87. Organizational news/articles (keep content flowing)</li></ul>#BAOC<br />
  88. 88. KEEP THE BUZZ! <br /><ul><li>Recognize your top contributors (1-2 percent)
  89. 89. Referral programs: member drives/rewards
  90. 90. Guest bloggers: outside your association or even your industry
  91. 91. eMarketing: consistent (1 email, 2 messages)
  92. 92. Your members are valuable, don’t frighten them!
  93. 93. Social Media Marketing: use continually
  94. 94. Post a blog, tweet the blog, post link on FB </li></ul>#BAOC<br />
  95. 95. KEEP THE BUZZ! <br /><ul><li>Remain in touch and available
  96. 96. Transparency is vital…
  97. 97. Have a crisis/response plan: how to react and be proactive
  98. 98. The Red Cross is not drunk </li></ul>#BAOC<br />
  99. 99. ROI OF YOUR COMMUNITY <br /><ul><li>Why are we doing this?
  100. 100. Social media is a trend, not a fad
  101. 101. (know any millennials?)
  102. 102. Providing value to your members
  103. 103. Tie the community into your database
  104. 104. Social networking with a purpose: profile data, transactions, activity histories</li></ul>#BAOC<br />
  105. 105. ROI OF YOUR COMMUNITY <br /><ul><li>Direct Dollars:
  106. 106. online dues, lower mailing costs, membership growth, event registrations, ecommerce, sponsors
  107. 107. Collaborate:
  108. 108. use information your members share to promote your industry
  109. 109. Engaged, active and happy members lead to more members! </li></ul>#BAOC<br />
  110. 110. Thank you!<br />dsieg@yourmembership.com <br />@david_sieg<br />
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