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Building an Active Online Member Community

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