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#ASAE14
Hot Trends in Association
Social Tools
Sunday, Aug 10th, 2014
3:30 – 4:30pm
hashtag: #asae14 LS2
#ASAE14
WELCOME!
Andy Steggles
President & Chief Customer Officer
Higher Logic
Michael Cummings
Principal
Tate Cummings
2
#ASAE14
Pre Conference Survey
#ASAE14
You Choose: Disruptive Trends
1. Social Business
2. Volunteerism
3. Measuring Social
4. Social Mentoring
5. Talent...
#ASAE14
Disruptor #1
SOCIAL
BUSINESS
#ASAE14
THE EVOLUTION OF
PERSONAL & BUSINESS
SOCIAL NETWORKING
6
#ASAE14
PERSONAL SOCIAL
NETWORKING
7
#ASAE14
Social “Reach” Comparison
BUSINESS PERSONAL
8
#ASAE14
SOCIAL BUSINESS
QUADRANTS
9
#ASAE14
Disruptor #2
VOLUNTEERISM
10
#ASAE14
TERM BASED
VOLUNTEERISM
#ASAE14
TASK BASED-
VOLUNTEERISM
12
#ASAE1413
#ASAE14
Seeking: 55th Annual Meeting –
Fitness Track Yoga Instructor
Type of Opportunity: Open Call for Volunteers
Applica...
#ASAE14
#ASAE14
MICRO
VOLUNTEERISM
16
#ASAE14
Disruptor #3
MEASURING
SOCIAL
17
#ASAE14
#ASAE14
#ASAE14
ASAE’s Top 10 Members
collaborate.asaecenter.org/top10
#ASAE14
#ASAE14
#ASAE14
American Society of Association
Executives (ASAE) Case Study
• Use Net Promoter Methodology
• 21,533 members
• 13,...
#ASAE14
Correlation Analysis
• Engaged Members: 23% More Likely to
Recommend ASAE (Earned Media)
• Completed Profile = Dou...
#ASAE14
2014 Community Benchmarking Report
By Marketing General
and Higher Logic
www.HigherLogic.com/Benchmarking
#ASAE14
Disruptor #4
SOCIAL
MENTORING
27
#ASAE14
SOCIAL MENTORING
28
#ASAE1429
#ASAE14
Disruptor #5
EMPLOYER
BRANDING
#ASAE14
#ASAE14
It’s Not About the Money
#ASAE14
EMPLOYER PERCEPTION
Association social communities
are a vehicle for company
ambassadors to improve their
employme...
#ASAE14
We Talk More About the Good Things
#ASAE14
Disruptor #6
MOBILE
35
#ASAE1436
#ASAE1437
#ASAE1438
#ASAE14
40% of employees rely on mobile
devices to perform their work
37% for more than 60 minutes per day
Almost everythi...
#ASAE14
Which is more appropriate and when?
Responsive vs. Adaptive
40
#ASAE1441
#ASAE1442
#ASAE14
Which is more appropriate and when?
Responsive vs. Adaptive vs. Native
43
#ASAE14
Disruptor #7
EXPERT
DIRECTORY
44
#ASAE14
#ASAE14
#ASAE14
#ASAE14
#ASAE14
#ASAE14
#ASAE14
#ASAE14
Disruptor #8
FRICTIONLESS
CONTENT
52
#ASAE14
MAKE IT EASY
#ASAE14
Disruptor #9
TALENT
IDENTIFICATION
#ASAE14
CANDIDATE ENDORSEMENTS
Members are utilizing their communities
to recruit for themselves and others
#ASAE14
TALENT COMMUNITIES
Member communities are developing
into industry talent communities
-Average response to job pos...
#ASAE14
Disruptor #10
AUTOMATION
57
#ASAE14
#ASAE14
#ASAE14
#ASAE14
#ASAE14
Disruptor #11
SOCIAL &
CONTENT
MARKETING
62
#ASAE14
#ASAE14
OUTBOUND MARKETING
• "OLD MARKETING" is "any marketing that
pushes products or services on customers.“
• Also refe...
#ASAE14
INBOUND MARKETING
“New Marketing” is “any marketing tactic
that relies on earning people’s interest
instead of buy...
#ASAE14
INBOUND MARKETING
#ASAE14
HIGHER LOGIC’s OWNED MEDIA
 Learning Series
 Educational Videos
 Higher Logic Academy
 Success Tips
 Engageme...
#ASAE14
#ASAE14
www.youtube.com/user/HigherLogicTV
#ASAE14
How Can
Associations
Generate Owned
Content?
#ASAE14
MEMBER
ENGAGEMENT
=
INBOUND
MARKETING
71
#ASAE14
AIA MISSION: RAISE
AWARENESS OF INDUSTRY
Open or Closed?
72
#ASAE14
#ASAE14
Disruptor #12
SHARE YOUR
DISRUPTORS
74
#ASAE14
ADDITIONAL RESOURCES:
SUCCESS GUIDES
75
#ASAE14
Contact us
Andy Steggles
President & Chief Customer Officer
Higher Logic
andy@higherlogic.com
202.559.7733
higherl...
Hot Trends in Association Social Tools - ASAE 2014
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Hot Trends in Association Social Tools - ASAE 2014

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[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

Published in: Technology
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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?

  • Before thinking of how social networks could impact the business, think about the evolution we’ve all just been through from a personal perspective.
  • How did we used to connect, back in the day? (pre-social technologies)
    Pop around the neighbors for a cup of tea
    Chat with the lady across the road
    Meet new friends shopping, at work, the pub or at Bingo!
    Quantitative Result:
    Approx. 20 Level 1 Friends
    Approx. 70 Level 2 Friends (friends of friends)
    Approx. 0 Level 3 Friends (friends of friends of friends)
    Is this Typical of How it Was?
    Level of Quality?
  • Each quadrant plays a role, but it’s just a case of figuring out how you define that role?

    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?
  • Examples:
    Writing a Newsletter Article (4 hours)
    Judging Award Entries (half a day)
    Speaking at an Event (1+ day)
    Proof Reading a White Paper
    Mentoring


    Fewer structured committees
    Role of a committee is to orchestrate content more than creating content

    Audience Question:
    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.

    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).

    Examples:
    Recommend
    Endorse
    Comment
    Share
    Forward
    Ask
    Answer


  • Blogs
    Discussions
    Abstract Submissions – helps with the conference
    Pre-conference discussions
    SlideShare
  • 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?
    Renewals?
    Ads to show member benefits
    Conference
    Your friends are going!
    Others?
  • More on this in my session tomorrow…
  • Transcript of "Hot Trends in Association Social Tools - ASAE 2014"

    1. 1. #ASAE14 Hot Trends in Association Social Tools Sunday, Aug 10th, 2014 3:30 – 4:30pm hashtag: #asae14 LS2
    2. 2. #ASAE14 WELCOME! Andy Steggles President & Chief Customer Officer Higher Logic Michael Cummings Principal Tate Cummings 2
    3. 3. #ASAE14 Pre Conference Survey
    4. 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. 5. #ASAE14 Disruptor #1 SOCIAL BUSINESS
    6. 6. #ASAE14 THE EVOLUTION OF PERSONAL & BUSINESS SOCIAL NETWORKING 6
    7. 7. #ASAE14 PERSONAL SOCIAL NETWORKING 7
    8. 8. #ASAE14 Social “Reach” Comparison BUSINESS PERSONAL 8
    9. 9. #ASAE14 SOCIAL BUSINESS QUADRANTS 9
    10. 10. #ASAE14 Disruptor #2 VOLUNTEERISM 10
    11. 11. #ASAE14 TERM BASED VOLUNTEERISM
    12. 12. #ASAE14 TASK BASED- VOLUNTEERISM 12
    13. 13. #ASAE1413
    14. 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. 15. #ASAE14
    16. 16. #ASAE14 MICRO VOLUNTEERISM 16
    17. 17. #ASAE14 Disruptor #3 MEASURING SOCIAL 17
    18. 18. #ASAE14
    19. 19. #ASAE14
    20. 20. #ASAE14 ASAE’s Top 10 Members collaborate.asaecenter.org/top10
    21. 21. #ASAE14
    22. 22. #ASAE14
    23. 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. 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. 25. #ASAE14 2014 Community Benchmarking Report By Marketing General and Higher Logic www.HigherLogic.com/Benchmarking
    26. 26. #ASAE14 Disruptor #4 SOCIAL MENTORING 27
    27. 27. #ASAE14 SOCIAL MENTORING 28
    28. 28. #ASAE1429
    29. 29. #ASAE14 Disruptor #5 EMPLOYER BRANDING
    30. 30. #ASAE14
    31. 31. #ASAE14 It’s Not About the Money
    32. 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. 33. #ASAE14 We Talk More About the Good Things
    34. 34. #ASAE14 Disruptor #6 MOBILE 35
    35. 35. #ASAE1436
    36. 36. #ASAE1437
    37. 37. #ASAE1438
    38. 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. 39. #ASAE14 Which is more appropriate and when? Responsive vs. Adaptive 40
    40. 40. #ASAE1441
    41. 41. #ASAE1442
    42. 42. #ASAE14 Which is more appropriate and when? Responsive vs. Adaptive vs. Native 43
    43. 43. #ASAE14 Disruptor #7 EXPERT DIRECTORY 44
    44. 44. #ASAE14
    45. 45. #ASAE14
    46. 46. #ASAE14
    47. 47. #ASAE14
    48. 48. #ASAE14
    49. 49. #ASAE14
    50. 50. #ASAE14
    51. 51. #ASAE14 Disruptor #8 FRICTIONLESS CONTENT 52
    52. 52. #ASAE14 MAKE IT EASY
    53. 53. #ASAE14 Disruptor #9 TALENT IDENTIFICATION
    54. 54. #ASAE14 CANDIDATE ENDORSEMENTS Members are utilizing their communities to recruit for themselves and others
    55. 55. #ASAE14 TALENT COMMUNITIES Member communities are developing into industry talent communities -Average response to job posting: 400 resumes -35% meet minimum requirements
    56. 56. #ASAE14 Disruptor #10 AUTOMATION 57
    57. 57. #ASAE14
    58. 58. #ASAE14
    59. 59. #ASAE14
    60. 60. #ASAE14
    61. 61. #ASAE14 Disruptor #11 SOCIAL & CONTENT MARKETING 62
    62. 62. #ASAE14
    63. 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. 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. 65. #ASAE14 INBOUND MARKETING
    66. 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. 67. #ASAE14
    68. 68. #ASAE14 www.youtube.com/user/HigherLogicTV
    69. 69. #ASAE14 How Can Associations Generate Owned Content?
    70. 70. #ASAE14 MEMBER ENGAGEMENT = INBOUND MARKETING 71
    71. 71. #ASAE14 AIA MISSION: RAISE AWARENESS OF INDUSTRY Open or Closed? 72
    72. 72. #ASAE14
    73. 73. #ASAE14 Disruptor #12 SHARE YOUR DISRUPTORS 74
    74. 74. #ASAE14 ADDITIONAL RESOURCES: SUCCESS GUIDES 75
    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
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