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ASAE Speech "Engaging Community"

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Speech on how associations can use social technologies at American Society of Association Executives 2009 annual conference, August 17, 2009. These are the actual slides shown at the conference. …

Speech on how associations can use social technologies at American Society of Association Executives 2009 annual conference, August 17, 2009. These are the actual slides shown at the conference. Another deck with more detailed screenshots is also available.

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  • Associations are special and unique. But they have a problem – they aren’t really engaging with the people in the groundswell. <show next slide cue> “This is what engagement looks like today.”
  • Organizations are shouting at customers<back to video cue> “For example, Dave Carroll” Dave Carroll and United Breaks Guitars story – 5 million views Definition of the Groundswell It’s about the relationships, not the technologies Obama What kind of relationship do YOU want? Short term versus long term<show next slide> “In order to build these deep relationships, you need a strategy. And that strategy is driven by 4 goals”
  • These are the four goals. Description<back to vide cue”> “You have to start first with Learn” Learn – American Heart Association Track blogs using Google & Tecnorati Twitter – changing people’s lives with it The key is creating learning organizations. What could be the benefits of your learning organization? Dialog – it’s like a cocktail party The way to think about engagement is a process. The Engagement pyramid<show next slide>
  • Go through the Engagement Pyramid quickly. <back to video cue> “It’s most important to start at the bottom of the pyramid” Start at the bottom American Medical Association – share white papers and best practices with ShareThis feature It’s also important to have a dialog whereever your audience is. Red Cross – their mission is disaster preparedness and responseThey are anywhere their chapters and members need them to be. Blog, but decentralized Facebook, YouTube, Twitter Different audiences like Youth, Chapters Control? Handbook, guidelines, presentation to Red Crossers<cue next slide>”Red Cross engages these Red Crossers on its Facebook page” - Updates disasters alerts. Sharing the passion. <back to video cue> “What kind of dialog would you want with your members/volunteers?” What are they passionate about?
  • - Updates disasters alerts. Sharing the passion. <back to video cue> “What kind of dialog would you want with your members/volunteers?” What are they passionate about?Help. Support your members by allowing them to help themselves. IEEE on FacebookNigerian 500 college engineers students Changing voltage from 9V DC to 30V DC, along with links Or you can form a private community – American Libary Association 62,000 members 1,300 groupsInnovate. Important part for any organization. Gary Hamel – you need a multitude of ideas to get a good one. <cue to slide>”Here’s an example. I love going to Starbucks, but there’s one problem” <show slide>
  • The lines are horrendously long!<go back to video>MyStarbucksideas.com 50 people at Starbucks monitoring the site, part of their job They have 6 people actively working on social media = most engaged top brandWhere is your greatest need for innovation? How could you benefit from more people being engaged in this? How do you get started? Lots of problems to overcome No money, no time resources IT/Legal won’t let us Fear of losing of controlThree things to do<cue slide>”The first is to get started with something small”
  • But it’s important to start. <back to video> Audience, Goal, Revolutionary, Just Do It If you do nothing else, start listening and learning. Do it Monday. <cue slide>”The second is to measure the right thing”
  • ROI is always an issue. What’s the ROI of social technologies?<back to video> Measuring the wrong thing – it’s the goal that matters. Make your goal aligns with associations’ strategic goals Lots of micro metrics. E.g. Support versus Innovation Two “higher order metrics” NPS and LTV<slide cue>”The third part is the most important and hardest – letting go of control”.
  • You will make mistakes. Inevitable<back to video>It’s a relationship, and they are never perfect. An example – Walmart. The Hub, Walmarting across America, Walmart Facebook Then blog, “Check Out” was a success. Best way to deal with mistakes – be prepared. 5-10 worst case scenarios Mitigation and contingency plans Key is to fail fast, and fail smart – Google Flip side of giving up control is how to be in command. How open do you need to be? Goals, Audience, Competition Sandbox Covenant<Next slide cue>”In Summary” Focus on the relationships, not the technologies Start small, start with learning Prepare to let go of control, and be open to the power of the groundswell that can work in your favor. For slides, send an email to slides@altimetergroup.com
  • Focus on the relationships, not the technologies Start small, start with learning Prepare to let go of control, and be open to the power of the groundswell that can work in your favor. For slides, send an email to slides@altimetergroup.com
  • 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. Goals define your strategy
    • 4. The Engagement Pyramid
    • 5. How Red Cross has a dialog
    • 6. 6
      Source: http://www.flickr.com/people/ahniwa/
    • 7. Getting started
      7
    • 8. Getting started
      8
    • 9. Getting started
      9
    • 10. Copyright © 2009 Altimeter Group
      Summary
      Focus on relationships, not technologies
      Start small, start with learning
      Prepare to let go of control
      For slides, send an email to
      slides@altimetergroup.com
      10

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