Socializing the association

         May 15, 2010
       by Doug Lacombe, MBA
•    Member list/directory
•    Event pricing
•    Accreditation/credentials/logo use
•    Resources, templates
•    Newsl...
•    Quebec was the last jurisdiction in North America to force margarine producers to ensure that
     their product coul...
•  Possible reactions:
  –  The four Ps
     •  Price
     •  Product
     •  Place
     •  Promotion
  –  Regulatory/lobb...
• Social Media Adoption Curve
                                                                                            ...
The social media BUMPP

•    Brand
•    Understand
•    Monitor
•    Policy
•    Participate
•    Database examples
•    Dave Fleet’s guide
•    General internal policy considerations “PAST RICE”:
      –  People
  ...
Strategic framework
People	
         New	
  prac77oners:	
  
                 • 	
  Marke7ng	
  
                 • 	
  PR,	
  marcomm	
  
   ...
Questions?

    Doug Lacombe
doug@communicatto.com
Socializing the association
Socializing the association
Socializing the association
Socializing the association
Socializing the association
Socializing the association
Socializing the association
Socializing the association
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Socializing the association

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A presentation I gave at the IABC Canada Western Regional "Dare to Lead" conference May 15, 2010

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Socializing the association

  1. 1. Socializing the association May 15, 2010 by Doug Lacombe, MBA
  2. 2. •  Member list/directory •  Event pricing •  Accreditation/credentials/logo use •  Resources, templates •  Newsletter/intranet •  Job listings •  Networking •  Business referrals •  Social/fun
  3. 3. •  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
  4. 4. •  Possible reactions: –  The four Ps •  Price •  Product •  Place •  Promotion –  Regulatory/lobbying
  5. 5. • 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  
  6. 6. The social media BUMPP •  Brand •  Understand •  Monitor •  Policy •  Participate
  7. 7. •  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)
  8. 8. Strategic framework
  9. 9. 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  
  10. 10. Questions? Doug Lacombe doug@communicatto.com

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