Socializing the association

Socializing the association May 15, 2010 by Doug Lacombe, MBA

•  Member list/directory •  Event pricing •  Accreditation/credentials/logo use •  Resources, templates •  Newsletter/intranet •  Job listings •  Networking •  Business referrals •  Social/fun

•  Quebec was the last jurisdiction in North America to force margarine producers to ensure that their product could not be confused with butter — at least when it came to colour. Read more: http://www.cbc.ca/consumer/story/2008/07/09/f-margarine.html#ixzz0o12s6rqy

•  Possible reactions: –  The four Ps •  Price •  Product •  Place •  Promotion –  Regulatory/lobbying

• Social Media Adoption Curve • collabora&on • rela&onships • par&cipa&on • broadcast • take value → add value • observa&on • educa&on • 1-‐way → 2-‐way • social media experience • November 2008

The social media BUMPP •  Brand •  Understand •  Monitor •  Policy •  Participate

•  Database examples •  Dave Fleet’s guide •  General internal policy considerations “PAST RICE”: –  People –  Access –  Secrets –  Tone –  Real job –  Identity (voice) –  Consequences –  Existing policies •  Will need an external policy too (what is allowed on an IABC discussion forum, for example)

Strategic framework

People New prac77oners: •  Marke7ng •  PR, marcomm •  Adver7sing •  Internal Objec7ves Migrate new grads from student membership to post-‐grad membership to full membership by showing value Strategy Provide early career tools as “loss leader” such as templates Technology Build a “star7ng your comms career wiki” and pre-‐populate as much as possible with IABC branded templates, pitch on boNom, encourage upload of other templates

Questions? Doug Lacombe doug@communicatto.com

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Socializing the association

by Doug Lacombe on May 16, 2010

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