[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
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
24. #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
25. #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
33. #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
39. #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
64. #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
65. #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”
76. #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
Editor's Notes
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:
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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
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