ASAE "Engaging Community" - Expanded Version

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    Engaging Community and Celebration of the ProfessionBlogs, Facebook, YouTube, and Twitter.  These may be buzz words to you, but for millions of people they are the foundation of their online experiences.  Learn how associations are tapping into the power of social technologies to reach, engage and mobilize their members, and leave with a “to do” list on you to get started with your organization. Associations – you have something special, people are members, trustees, or volunteers because they are passionate about the purpose and mission of your association. You draw together like-minded people who come together to accomplish great things. This is a huge advantage when you think about engaging a community – unlike businesses where communities are frequently made up of disgruntled customer or employees. But I see a problem with the way that many organizations are engaging with their communities. As yesterday’s keynote speaker Gary Hamel pointed out, many organizations today are not built with human beings in mind. In many ways, I see the same thing happening with the way you are engaging with your communities.

    Engaging a community has typically meant creating and polishing a message that will result in an action. And you push, nay, SHOUT it out. And if they didn’t hear it and act on it the first time, you shout it again, with greater frequency and greater reach. Worst of all, you can’t see the people behind these messages. It’s been so crafted and controlled, that the people are beaten out of them. Worse, when they are shouting they can’t listen. Here’s an example.

    He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.

    http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.

    When you think of social technologies, you often think about these buzzwords. But that’s not what is important. What is important is relationships and the connections that are made with them. But there’s an upside, if you know how to tap into the power of the Groundswell. Here’s the secret. It’s about the relationships

    The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.

    Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?

    http://www.naahq.org/blogCase study: http://associationsocialmedia.com/index.php?title=National_Apartment_Association

    http://www.linkedin.com/groups?gid=1141097http://www.facebook.com/pages/National-Apartment-Association/31597994711http://www.youtube.com/NAAhqVideoshttp://www.naahq.org/memberonly/apartmentology/Wiki%20Pages/Home.aspx

    They do this with minimal staff – it’s part of their everyday outreach to members, and it even helps them scale. http://twitter.com/NAAStudentConfhttp://twitter.com/NAAGreenConfhttp://twitter.com/NAAEduConf

    http://blog.redcross.org/

    Question: think of the possibilities for your organization. How could you achieve dialog at scale? What language do you need to learn at this virtual cocktail party? How important is it for you to control your members and volunteers, versus empowering them to carry your message?

    http://www.facebook.com/group.php?gid=2204806498&ref=search

    http://connect.ala.org/

    Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.Gary Hamel – innovation is important

    Show the current dialog Find the points of engagementShow whatthe competition doesCreate a community “Facebook Fridays”Internal Twitter (e.g. Yammer)Indulge a personal passion

    http://flickr.com/photos/kantor/2279534438/

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    ASAE "Engaging Community" - Expanded Version - Presentation Transcript

    1. Engaging Community In The Groundswell
      Charlene Li
      Altimeter Group
      August 17, 2009
      For slides, send an email toslides@altimetergroup.com
    2. What engagement often looks like today
      2
    3. Meet Dave Carroll
      Source: davecarrollmusic.com
    4. Welcome to the Groundswell
      5
      When people get what they need from each other
      A power shift, catalyzed by social technologies
    5. Technologies can be confusing
      Source: Wordle.net
    6. It’s about the relationship
    7. Focus on relationships, not technologies
      What kind of relationship do you want?
      Transactional
      Occasional
      Impersonal
      Short-term
      Passionate
      Constant
      Intimate
      Loyal
    8. Goals define your strategy
    9. Always start with Learn
    10. Learn with monitoring tools
    11. Radian6 enables learning organizations
    12. Dialog with your community
    13. How do you join a conversation?
      Source: http://www.flickr.com/photos/asaecenter
    14. The Engagement Pyramid
    15. AMA encourage sharing
    16. NAA dialogs with members via a blog
      17
      http://www.naahq.org/blog
    17. And whereever members may be
      18
    18. And on three Twitter accounts
      19
    19. Red Cross engages in many channels
      20
      21 Chapter blogs so far
    20. Social Media handbook/policies help keep order
      http://sites.google.com/site/wharman/social-media-strategy-handbook
    21. Provides training for “Red Crossers”
      http://sites.google.com/site/wharman/social-media-strategy-handbook
    22. Red Cross engages fans too
    23. Help your members support each other
    24. IEEE supports members support each other
    25. ALA uses private communities to help
      62,000+ members
      1,300+ groups
      http://connect.ala.org/
    26. Goals define your strategy
    27. Starbucks innovates across the organization
    28. Getting started
      What’s stopping you?
      “We don’t have the time, money, or people.”
      “People will abuse it.”
      “Our boards/volunteers are short-term focused.”
      “IT/Legal won’t let us.”
      “I’m afraid of losing control.”
    29. #1 Make it real for your curmudgeon
      • Show the current dialog
      • Find the points of engagement
      • Show whatthe competition does
      • Create a community
      • “Facebook Fridays”
      • Internal Twitter (e.g. Yammer)
      • Indulge a personal passion
    30. #2 Start small, start now
      Audience
      Goal
      Revolutionary
    31. Deal with different mindsets
      Find the “moments of truth” and “moments of crisis” for each mindset
    32. #3 Measure the right things
      Your goals determine your metrics
      Use the same metrics as your strategic goals
    33. Example “micro” metrics
    34. Higher order metrics to consider
      Net Promoter Score
      How likely are you to recommend this to someone you know?
      Lifetime Value
      Lifetime revenue
      Cost of acquisition
      Cost of retention
      Customer referral value (CRV)
    35. #4 Fail fast, fail smart
      Identify the top 5-10 worst case scenarios.
      Develop mitigation and contingency plans.
      Prepare everyone for the inevitable mistakes.
      36
    36. Wal-mart failed many, many times
    37. Buyer blog hit the right note
    38. #5 Give up the need to be in control
      Photo: Kantor, http://www.flickr.com/photos/kantor
    39. Deciding how open to be
      40
    40. How to give up control and be in command
      The Sandbox Covenant
    41. Summary
      Focus on the relationships, not the technologies
      Start by learning from the conversations
      Foster the right amount of openness in your organization
    42. Thank You
      Charlene LiAltimeter Group
      charlene@altimetergroup.com
      blog.altimetergroup.com
      Twitter: @charleneli
      For slides, send an email to
      slides@altimetergroup.com
      43
      Copyright © 2009 Altimeter Group

    + Charlene LiCharlene Li, 3 months ago

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