Hot Trends in Association Social Tools - ASAE 2014
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[Presented at The 2014 ASAE Annual Meeting & Expo] ...

[Presented at The 2014 ASAE Annual Meeting & Expo]

Micro-volunteerism, social mentoring and inbound/content marketing are just a few of the top disruptive trends with major implications for associations. Take a look at these trends, hear real examples of associations embracing (and implementing) them, and walk away with a solid understanding of the best and worst member collaborative practices and how to measure them.

Andy Steggles
President & Chief Customer Officer
Higher Logic
andy@higherlogic.com
202.559.7733
higherlogic.com/andysteggles

Michael Cummings
Principal
Tate/Cummings
mcummings@tatecummings.com
646.241.7748

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  • Description: Micro-volunteerism, social mentoring and inbound/content marketing are just a few of the top disruptive trends with major implications for associations. Take a look at these trends, hear real examples of associations embracing (and implementing) them, and walk away with a solid understanding of the best and worst member collaborative practices and how to measure them.
  • WHAT BUSINESS ARE YOU IN? Are you in the Technology Business or the Membership Business? <br /> <br />
  • Before thinking of how social networks could impact the business, think about the evolution we’ve all just been through from a personal perspective. <br />
  • How did we used to connect, back in the day? (pre-social technologies) <br /> Pop around the neighbors for a cup of tea <br /> Chat with the lady across the road <br /> Meet new friends shopping, at work, the pub or at Bingo! <br /> Quantitative Result: <br /> Approx. 20 Level 1 Friends <br /> Approx. 70 Level 2 Friends (friends of friends) <br /> Approx. 0 Level 3 Friends (friends of friends of friends) <br /> Is this Typical of How it Was? <br /> Level of Quality? <br />
  • Each quadrant plays a role, but it’s just a case of figuring out how you define that role? <br /> <br /> Example, should linked in be the place to send all your members to? Or should it be a bill board to pull your prospects from? <br />
  • Examples: <br /> Writing a Newsletter Article (4 hours) <br /> Judging Award Entries (half a day) <br /> Speaking at an Event (1+ day) <br /> Proof Reading a White Paper <br /> Mentoring <br /> <br /> <br /> Fewer structured committees <br /> Role of a committee is to orchestrate content more than creating content <br /> <br /> Audience Question: <br /> What are Examples of Micro-Volunteer Opportunities?
  • Micro-volunteering is another way to take advantage of the volunteering trend in which people are reluctant to volunteer for extended periods of time. <br /> <br /> Offer members the chance to feel good by using their smart phones to do something good while they are using down time (i.e. waiting time-the bus, an appointment, a line at the bank). <br /> <br /> Examples: <br /> Recommend <br /> Endorse <br /> Comment <br /> Share <br /> Forward <br /> Ask <br /> Answer <br /> <br /> <br />
  • Blogs <br /> Discussions <br /> Abstract Submissions – helps with the conference <br /> Pre-conference discussions <br /> SlideShare <br />
  • Learn about the new age of marketing and how the regular "interruption" marketing is being transformed by the onslaught of "inbound" marketing. The convergence of cloud and social technologies have created the perfect platform for intelligent inbound marketing.  Hear how two associations have moved away from traditional interruption marketing by leveraging their member volunteers to generate online engagement to produce a viable inbound marketing hub.  Discuss some of the more known platforms out there i.e. Hubspot, Eloqua, Marketo etc. and some of the pros and cons to each. Learn what Inbound marketing really is and some of the best practices to how it should tie into your AMS/CRM.
  • Other Remarketing Ideas? <br /> Renewals? <br /> Ads to show member benefits <br /> Conference <br /> Your friends are going! <br /> Others?
  • More on this in my session tomorrow… <br />

Hot Trends in Association Social Tools - ASAE 2014 Presentation Transcript

  • 1. #ASAE14 Hot Trends in Association Social Tools Sunday, Aug 10th, 2014 3:30 – 4:30pm hashtag: #asae14 LS2
  • 2. #ASAE14 WELCOME! Andy Steggles President & Chief Customer Officer Higher Logic Michael Cummings Principal Tate Cummings 2
  • 3. #ASAE14 Pre Conference Survey
  • 4. #ASAE14 You Choose: Disruptive Trends 1. Social Business 2. Volunteerism 3. Measuring Social 4. Social Mentoring 5. Talent Identification 6. Mobile 7. Expert Directory/ Speakers Bureau 8. Frictionless Content 9. Employer Branding 10. Automation 11. Social & Content Marketing 12. Share Your Disruptors
  • 5. #ASAE14 Disruptor #1 SOCIAL BUSINESS
  • 6. #ASAE14 THE EVOLUTION OF PERSONAL & BUSINESS SOCIAL NETWORKING 6
  • 7. #ASAE14 PERSONAL SOCIAL NETWORKING 7
  • 8. #ASAE14 Social “Reach” Comparison BUSINESS PERSONAL 8
  • 9. #ASAE14 SOCIAL BUSINESS QUADRANTS 9
  • 10. #ASAE14 Disruptor #2 VOLUNTEERISM 10
  • 11. #ASAE14 TERM BASED VOLUNTEERISM
  • 12. #ASAE14 TASK BASED- VOLUNTEERISM 12
  • 13. #ASAE1413
  • 14. #ASAE14 Seeking: 55th Annual Meeting – Fitness Track Yoga Instructor Type of Opportunity: Open Call for Volunteers Application Deadline: 7/5/2014 Interest Area: Membership Engagement Contact: Alissa Brower Time Commitment: Quick Task (less than a day) Travel Required: No travel required Volunteer Category: Onsite Conference Volunteer Level of Effort: Simple task No. Of Applications Accepted: 2 Description:
  • 15. #ASAE14
  • 16. #ASAE14 MICRO VOLUNTEERISM 16
  • 17. #ASAE14 Disruptor #3 MEASURING SOCIAL 17
  • 18. #ASAE14
  • 19. #ASAE14
  • 20. #ASAE14 ASAE’s Top 10 Members collaborate.asaecenter.org/top10
  • 21. #ASAE14
  • 22. #ASAE14
  • 23. #ASAE14 American Society of Association Executives (ASAE) Case Study • Use Net Promoter Methodology • 21,533 members • 13,272 subscribed to Collaborate • 3016 Completed Survey • 81.6% (2462) of the Respondents were Collaborate Users
  • 24. #ASAE14 Correlation Analysis • Engaged Members: 23% More Likely to Recommend ASAE (Earned Media) • Completed Profile = Double NPS • Higher NPS = More Money Spent • More Money Spent = Higher NPS
  • 25. #ASAE14 2014 Community Benchmarking Report By Marketing General and Higher Logic www.HigherLogic.com/Benchmarking
  • 26. #ASAE14 Disruptor #4 SOCIAL MENTORING 27
  • 27. #ASAE14 SOCIAL MENTORING 28
  • 28. #ASAE1429
  • 29. #ASAE14 Disruptor #5 EMPLOYER BRANDING
  • 30. #ASAE14
  • 31. #ASAE14 It’s Not About the Money
  • 32. #ASAE14 EMPLOYER PERCEPTION Association social communities are a vehicle for company ambassadors to improve their employment brand The industry association is the “front line” for promoting a company’s culture
  • 33. #ASAE14 We Talk More About the Good Things
  • 34. #ASAE14 Disruptor #6 MOBILE 35
  • 35. #ASAE1436
  • 36. #ASAE1437
  • 37. #ASAE1438
  • 38. #ASAE14 40% of employees rely on mobile devices to perform their work 37% for more than 60 minutes per day Almost everything a company does will become mobilized over the next 2 to 3 years 39
  • 39. #ASAE14 Which is more appropriate and when? Responsive vs. Adaptive 40
  • 40. #ASAE1441
  • 41. #ASAE1442
  • 42. #ASAE14 Which is more appropriate and when? Responsive vs. Adaptive vs. Native 43
  • 43. #ASAE14 Disruptor #7 EXPERT DIRECTORY 44
  • 44. #ASAE14
  • 45. #ASAE14
  • 46. #ASAE14
  • 47. #ASAE14
  • 48. #ASAE14
  • 49. #ASAE14
  • 50. #ASAE14
  • 51. #ASAE14 Disruptor #8 FRICTIONLESS CONTENT 52
  • 52. #ASAE14 MAKE IT EASY
  • 53. #ASAE14 Disruptor #9 TALENT IDENTIFICATION
  • 54. #ASAE14 CANDIDATE ENDORSEMENTS Members are utilizing their communities to recruit for themselves and others
  • 55. #ASAE14 TALENT COMMUNITIES Member communities are developing into industry talent communities -Average response to job posting: 400 resumes -35% meet minimum requirements
  • 56. #ASAE14 Disruptor #10 AUTOMATION 57
  • 57. #ASAE14
  • 58. #ASAE14
  • 59. #ASAE14
  • 60. #ASAE14
  • 61. #ASAE14 Disruptor #11 SOCIAL & CONTENT MARKETING 62
  • 62. #ASAE14
  • 63. #ASAE14 OUTBOUND MARKETING • "OLD MARKETING" is "any marketing that pushes products or services on customers.“ • Also referred to as: “Interruption Marketing” • Not Educational • One-Way Communication
  • 64. #ASAE14 INBOUND MARKETING “New Marketing” is “any marketing tactic that relies on earning people’s interest instead of buying it.” Also referred to as “Content Marketing”
  • 65. #ASAE14 INBOUND MARKETING
  • 66. #ASAE14 HIGHER LOGIC’s OWNED MEDIA  Learning Series  Educational Videos  Higher Logic Academy  Success Tips  Engagement Benchmarking  Hired a Writer  Guest Blogs  Paid Blogs  Speaking Engagements  White papers  User Group (HUG)  Net Promoter
  • 67. #ASAE14
  • 68. #ASAE14 www.youtube.com/user/HigherLogicTV
  • 69. #ASAE14 How Can Associations Generate Owned Content?
  • 70. #ASAE14 MEMBER ENGAGEMENT = INBOUND MARKETING 71
  • 71. #ASAE14 AIA MISSION: RAISE AWARENESS OF INDUSTRY Open or Closed? 72
  • 72. #ASAE14
  • 73. #ASAE14 Disruptor #12 SHARE YOUR DISRUPTORS 74
  • 74. #ASAE14 ADDITIONAL RESOURCES: SUCCESS GUIDES 75
  • 75. #ASAE14 Contact us Andy Steggles President & Chief Customer Officer Higher Logic andy@higherlogic.com 202.559.7733 higherlogic.com/andysteggles Michael Cummings Principal Tate / Cummings mcummings@tatecummings.com 646.241.7748