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

Engaging Community In The Groundswell
Charlene Li
Altimeter Group
August 17, 2009
For slides, send an email toslides@altimetergroup.com
What engagement often looks like today
2
Meet Dave Carroll
Source: davecarrollmusic.com
Welcome to the Groundswell
5
When people get what they need from each other
A power shift, catalyzed by social technologies
Technologies can be confusing
Source: Wordle.net
It’s about the relationship
Focus on relationships, not technologies
What kind of relationship do you want?
Transactional
Occasional
Impersonal
Short-term
Passionate
Constant
Intimate
Loyal
Goals define your strategy
Always start with Learn
Learn with monitoring tools
Radian6 enables learning organizations
Dialog with your community
How do you join a conversation?
Source: http://www.flickr.com/photos/asaecenter
The Engagement Pyramid
AMA encourage sharing
NAA dialogs with members via a blog
17
http://www.naahq.org/blog
And whereever members may be
18
And on three Twitter accounts
19
Red Cross engages in many channels
20
21 Chapter blogs so far
Social Media handbook/policies help keep order
http://sites.google.com/site/wharman/social-media-strategy-handbook
Provides training for “Red Crossers”
http://sites.google.com/site/wharman/social-media-strategy-handbook
Red Cross engages fans too
Help your members support each other
IEEE supports members support each other
ALA uses private communities to help
62,000+ members
1,300+ groups
http://connect.ala.org/
Goals define your strategy
Starbucks innovates across the organization
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.”
#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
#2 Start small, start now
Audience
Goal
Revolutionary
Deal with different mindsets
Find the “moments of truth” and “moments of crisis” for each mindset
#3 Measure the right things
Your goals determine your metrics
Use the same metrics as your strategic goals
Example “micro” metrics
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)
#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
Wal-mart failed many, many times
Buyer blog hit the right note
#5 Give up the need to be in control
Photo: Kantor, http://www.flickr.com/photos/kantor
Deciding how open to be
40
How to give up control and be in command
The Sandbox Covenant
Summary
Focus on the relationships, not the technologies
Start by learning from the conversations
Foster the right amount of openness in your organization