Supercharge	  Your	  Member	  Referral	  Program	  With	  Social	                 Media	                             	    ...
Friends
FriendsTeachers
FriendsTeachers   Experts
How	  important	  is	  social	  media	  to	  a	  member	  referral	     program?	  
Quick	  Poll:	  How	  do	  most	  members	  first	  learn	  about	  your	  organizaQon?	  (select	  one)	  •    Referral	  ...
Quick	  Poll:	  How	  do	  you	  typically	  spread	  the	  word	  about	  something	  new	  or	  interesQng?	  •    I	  u...
Quick	  Poll:	  How	  o[en	  do	  you	  log	  in	  to	  Facebook?	  •    More	  than	  once	  a	  day	  •    About	  once	...
Consider	  this…	  
Facebook	  tops	  Google	  for	  weekly	  traffic                                       WHY?	  Source: Socialnomics by Erik ...
Facebook	  tops	  Google	  for	  weekly	  traffic                                       WHY?	  Source: Socialnomics by Erik ...
60	  million	  status	  updates	  daily  “I had to be very persistent to download the  Tech10 iPhone app. I hope it was wo...
GeneraQon	  Y	  +	  Z	  consider	  email	  passé	  Source: Socialnomics by Erik Qualman
Is	  the	  second	  largest	  search	  engine	  in	  the	  world	  Source: Socialnomics by Erik Qualman
While	  I’m	  giving	  this	  presentaQon,	  100	  hours	  will	                            be	  uploaded	  to	  YouTube.	...
25% of search resultsfor the world’s top20 largest brands arelinks to user-generated content!!
25% of search resultsfor the world’s top20 largest brands arelinks to user-generated content!!
34%	  of	  bloggers	  post	  opinions	  about	  brands	  (organizaQons	  +	  their	  products)	        Source: Socialnomic...
Source: Socialnomics by Erik Qualman
Source: Socialnomics by Erik Qualman
Source: Socialnomics by Erik Qualman
“We	  don’t	  have	  a	  choice	  on	     whether	  we	  DO	  social	     media,	  the	  quesQon	  is	  how	     well	  we...
Step	  1:	  Find	  out	  who	  is	  loyal	           and	  why.	  
The	  UlQmate	  QuesQon	  1.  How	  likely	  are	  you	  to	  recommend	      membership	  in	  XYZ	  AssociaQon?	  	     ...
Step	  2:	   IdenQfy	  and	  create	      your	  referral	  incenQves	  +	  tacQcs.	  
Moving	  Members	  to	  AcQon:	  2010	  Benchmarking	  Study	  on	  Member	  Referral	  Programs	  •  100+	  AssociaQons	 ...
Key	  Finding	  #1:	  Tangible,	  individual	  rewards	    are	  the	  most	  commonly	           used	  incenQves.	  
Key	  Finding	  #1:	  Tangible,	  individual	  rewards	    are	  the	  most	  commonly	           used	  incenQves.	  
Moving	  Members	  to	  AcQon:	  Rewards	  
Key	  Finding	  #2:	  The	  most	  effecQve	  type	  of	   incenQve	  is	  an	  “Exclusive	    Club	  for	  Members	  Who	 ...
Key	  Finding	  #2:	  The	  most	  effecQve	  type	  of	   incenQve	  is	  an	  “Exclusive	    Club	  for	  Members	  Who	 ...
Moving	  Members	  to	  AcQon:	  Exclusivity	                                  Chairman’s Club
Key	  Finding	  #3:	  AssociaQons	  are	  constantly	  reminding	  members	  about	  their	  program	  using	  online	    ...
Key	  Finding	  #3:	  AssociaQons	  are	  constantly	  reminding	  members	  about	  their	  program	  using	  online	    ...
Key	  Finding	  #3:	  AssociaQons	  are	  constantly	  reminding	  members	  about	  their	  program	  using	  online	    ...
Moving	  Members	  to	  AcQon:	  Online	  
Moving	  Members	  to	  AcQon:	  Offline	  
Key	  Finding	  #4:	  InvitaQons	  to	  live	  events	  +	    loyalty	  programs	  were	  rated	  as	  the	  most	  effecQv...
Key	  Finding	  #4:	  InvitaQons	  to	  live	  events	  +	    loyalty	  programs	  were	  rated	  as	  the	  most	  effecQv...
Moving	  Members	  to	  AcQon:	  RecogniQon	  +	  rewards	  are	  important	  •  76%	  published	  names	  in	  an	  	    ...
Case	  Study	  –	  ABA	  Referral	  Program	  
Case	  Study	  –	  ABA	  Referral	  Program	  
Case	  Study	  –	  ABA	  Referral	  Program	  
Case	  Study	  –	  ABA	  Referral	  Program	  
Case	  Study	  –	  ABA	  Referral	  Program	   •  AcQve	  members	  received	  four	  trial	      membership	  gi[	  cards...
TCMS	  changed	  its	  prospect	  member	  kit.                 Or	  visit	  	            www.welcometotcms.com	  
Step	  3:	  Launch,	  track	  and	  measure	  success.	  
11	  Ideas	  You	  Can	  Use	  Immediately	  to	  Jump-­‐Start	    Your	  Member	  Referral	             Program.	  
1.	  Tell	  a	  story	  that	  is	  bigger	  than	  you.
2.	  Ditch	  the	  single	  voice
3.	  Use	  a	  crowdsourcing	  tool	  -­‐	  slinkset
4.	  Use	  social	  sharing	  to	  spread	  the	  word
5.	  I	  Like	  it!	  Borrow	  a	  page	  from	  Facebook.
6.	  Create	  a	  VIP	  Program	  •  Offer	  meaningful	  freebies.	     	  •  Create	  a	  special	     membership	  tag.	...
6.	  Create	  an	  answer	  box
7.	  Create	  an	  answer	  boxMember-­‐generated	  content	  increases	  sales	  •  PETCO	  ran	  an	  “Answer	  This!”	 ...
8.	  Let	  members	  see	  progress Make	  members	   part	  of	  the	  soluQon.	  	   	   Share	  the	  results	  –	   go...
Engage	  members	  in	  the	  markeQng1.  Ask	  members	  to	  review	  events	  and	  post	  real	      comments	  –	  go...
9.	  Be	  unscripted	  and	  authenQcUse	  candid	  photos	  and	  unfiltered	  comments.	  
10.	  Create	  an	  “Unofficial	  Handbook”
11.	  Turn	  employees	  into	  brand	  ambassadors#1	  thing	  people	  talk	  about	  is	  amazing	  service.	  
People don t read ads.      They read what      interests them       and sometimes     that happens to           be an ad.
The last 7 words  spoken by allfailed companies      are…
But we vealways doneit that way.
Resources	  •  Socialnomics	  by	  Erik	  Qualman	  •  The	  Loyalty	  Effect	  by	  Fred	  Reichheld	  •  199	  ideas:	  P...
Supercharge your member referral program hl
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Supercharge your member referral program hl

  1. 1. Supercharge  Your  Member  Referral  Program  With  Social   Media     Presented  by   Sheri  Jacobs,  CAE   President  +  Chief  Strategist   Avenue  M  Group,  LLC     December  16,  2010  
  2. 2. Friends
  3. 3. FriendsTeachers
  4. 4. FriendsTeachers Experts
  5. 5. How  important  is  social  media  to  a  member  referral   program?  
  6. 6. Quick  Poll:  How  do  most  members  first  learn  about  your  organizaQon?  (select  one)  •  Referral  from  a  colleague  or  friend  •  Direct  mail  •  Email  •  PublicaQon  adverQsement  •  OrganizaQon’s  website  
  7. 7. Quick  Poll:  How  do  you  typically  spread  the  word  about  something  new  or  interesQng?  •  I  use  the  telephone  •  I  share  news  when  I  see  someone  in-­‐person  •  I  send  emails  •  I  update  my  profile  on  Facebook  or  LinkedIn  •  I  send  a  text  message  •  None  of  the  above  
  8. 8. Quick  Poll:  How  o[en  do  you  log  in  to  Facebook?  •  More  than  once  a  day  •  About  once  a  week  •  About  once  a  month  •  Less  than  once  a  month  •  Never  
  9. 9. Consider  this…  
  10. 10. Facebook  tops  Google  for  weekly  traffic WHY?  Source: Socialnomics by Erik Qualman
  11. 11. Facebook  tops  Google  for  weekly  traffic WHY?  Source: Socialnomics by Erik Qualman
  12. 12. 60  million  status  updates  daily “I had to be very persistent to download the Tech10 iPhone app. I hope it was worth it. Get it here” “Curious now that the Association Forum is charging to attend the Holiday Showcase - how low the attendance will be. #HSC2010”Source: Socialnomics by Erik Qualman
  13. 13. GeneraQon  Y  +  Z  consider  email  passé  Source: Socialnomics by Erik Qualman
  14. 14. Is  the  second  largest  search  engine  in  the  world  Source: Socialnomics by Erik Qualman
  15. 15. While  I’m  giving  this  presentaQon,  100  hours  will   be  uploaded  to  YouTube.  Source: Socialnomics by Erik Qualman
  16. 16. 25% of search resultsfor the world’s top20 largest brands arelinks to user-generated content!!
  17. 17. 25% of search resultsfor the world’s top20 largest brands arelinks to user-generated content!!
  18. 18. 34%  of  bloggers  post  opinions  about  brands  (organizaQons  +  their  products)   Source: Socialnomics by Erik Qualman
  19. 19. Source: Socialnomics by Erik Qualman
  20. 20. Source: Socialnomics by Erik Qualman
  21. 21. Source: Socialnomics by Erik Qualman
  22. 22. “We  don’t  have  a  choice  on   whether  we  DO  social   media,  the  quesQon  is  how   well  we  do  it.”     ~  erik  qualman  Source: Socialnomics.com
  23. 23. Step  1:  Find  out  who  is  loyal   and  why.  
  24. 24. The  UlQmate  QuesQon  1.  How  likely  are  you  to  recommend   membership  in  XYZ  AssociaQon?     (Scale  1  –  10)    2.  What  would  XYZ  need  to  do  to  change  your   posiQon?    3.  What  is  your  age  group?  Gender?  Work   selng?  Etc.   Source: Fred Reichhold,The Loyalty Effect  
  25. 25. Step  2:   IdenQfy  and  create   your  referral  incenQves  +  tacQcs.  
  26. 26. Moving  Members  to  AcQon:  2010  Benchmarking  Study  on  Member  Referral  Programs  •  100+  AssociaQons     •  66%  Professional  socieQes   •  26%  Trade  associaQons   •  8%  Hybrid  of  both    •  61%  have  a  budget  of  less  than   $5M    •  81%  use  a  referral  program  
  27. 27. Key  Finding  #1:  Tangible,  individual  rewards   are  the  most  commonly   used  incenQves.  
  28. 28. Key  Finding  #1:  Tangible,  individual  rewards   are  the  most  commonly   used  incenQves.  
  29. 29. Moving  Members  to  AcQon:  Rewards  
  30. 30. Key  Finding  #2:  The  most  effecQve  type  of   incenQve  is  an  “Exclusive   Club  for  Members  Who   Make  Referrals.”  
  31. 31. Key  Finding  #2:  The  most  effecQve  type  of   incenQve  is  an  “Exclusive   Club  for  Members  Who   Make  Referrals.”  
  32. 32. Moving  Members  to  AcQon:  Exclusivity   Chairman’s Club
  33. 33. Key  Finding  #3:  AssociaQons  are  constantly  reminding  members  about  their  program  using  online   +  offline  tacQcs.  
  34. 34. Key  Finding  #3:  AssociaQons  are  constantly  reminding  members  about  their  program  using  online   +  offline  tacQcs.  
  35. 35. Key  Finding  #3:  AssociaQons  are  constantly  reminding  members  about  their  program  using  online   +  offline  tacQcs.  
  36. 36. Moving  Members  to  AcQon:  Online  
  37. 37. Moving  Members  to  AcQon:  Offline  
  38. 38. Key  Finding  #4:  InvitaQons  to  live  events  +   loyalty  programs  were  rated  as  the  most  effecQve   tacQcs.  
  39. 39. Key  Finding  #4:  InvitaQons  to  live  events  +   loyalty  programs  were  rated  as  the  most  effecQve   tacQcs.  
  40. 40. Moving  Members  to  AcQon:  RecogniQon  +  rewards  are  important  •  76%  published  names  in  an     electronic  publicaQon    •  30%  gave  an  incenQve  valued   between  $100  -­‐  $249    •  11%  gave  an  incenQve  valued   between  $250  -­‐  $500    •  59%  gave  members  gi[  cards  
  41. 41. Case  Study  –  ABA  Referral  Program  
  42. 42. Case  Study  –  ABA  Referral  Program  
  43. 43. Case  Study  –  ABA  Referral  Program  
  44. 44. Case  Study  –  ABA  Referral  Program  
  45. 45. Case  Study  –  ABA  Referral  Program   •  AcQve  members  received  four  trial   membership  gi[  cards.     •  Asked  to  give  them  to  their   colleagues.     •  1,700  new  members  joined.  
  46. 46. TCMS  changed  its  prospect  member  kit. Or  visit     www.welcometotcms.com  
  47. 47. Step  3:  Launch,  track  and  measure  success.  
  48. 48. 11  Ideas  You  Can  Use  Immediately  to  Jump-­‐Start   Your  Member  Referral   Program.  
  49. 49. 1.  Tell  a  story  that  is  bigger  than  you.
  50. 50. 2.  Ditch  the  single  voice
  51. 51. 3.  Use  a  crowdsourcing  tool  -­‐  slinkset
  52. 52. 4.  Use  social  sharing  to  spread  the  word
  53. 53. 5.  I  Like  it!  Borrow  a  page  from  Facebook.
  54. 54. 6.  Create  a  VIP  Program  •  Offer  meaningful  freebies.    •  Create  a  special   membership  tag.    •  Create  in-­‐person  events   that  will  generate  buzz  via   texQng,  facebook  posts  or   tweets.  
  55. 55. 6.  Create  an  answer  box
  56. 56. 7.  Create  an  answer  boxMember-­‐generated  content  increases  sales  •  PETCO  ran  an  “Answer  This!”  contest.  •    Customers  were  awarded  for  answering  the  quesQon  first.    •  During  the  promoQon,  PETCO  saw:   •  358%  increase  in  answers   •  49%  increase  in  daily  quesQon  volume  •  Those  who  visited  the  Answer  Den  had:   •  100%  more  orders  per  session   •  72%  higher  conversion  rate   •  28%  more  items  ordered  
  57. 57. 8.  Let  members  see  progress Make  members   part  of  the  soluQon.       Share  the  results  –   good  or  bad.  
  58. 58. Engage  members  in  the  markeQng1.  Ask  members  to  review  events  and  post  real   comments  –  good  +  bad  online  2.  Invite  members  to  make  predicQons  about   the  future  –  and  share  it  3.  Interview  members    4.  Highlight  member  achievements  5.  Create  a  statement  from  the  community  6.  Ask  members  to  contribute  op-­‐ed  pieces  7.  Encourage  members  to  be  guest  columnists    
  59. 59. 9.  Be  unscripted  and  authenQcUse  candid  photos  and  unfiltered  comments.  
  60. 60. 10.  Create  an  “Unofficial  Handbook”
  61. 61. 11.  Turn  employees  into  brand  ambassadors#1  thing  people  talk  about  is  amazing  service.  
  62. 62. People don t read ads. They read what interests them and sometimes that happens to be an ad.
  63. 63. The last 7 words spoken by allfailed companies are…
  64. 64. But we vealways doneit that way.
  65. 65. Resources  •  Socialnomics  by  Erik  Qualman  •  The  Loyalty  Effect  by  Fred  Reichheld  •  199  ideas:  Powerful  Marke>ng  Tac>cs   That  Sell  by  Sheri  Jacobs,  CAE    Sheri  Jacobs,  CAE,  President  +  Chief  Strategist  Avenue  M  Group,  LLC    jacobs@avenuemgroup.com  T.    847.849.3396  

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