Building Communities of Value - Using Social Communities to Add Value to Your Members

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My slides from the Memnet Membership Excellence Conference, 24th February 2012. Case study and overview of using community for membership bodies.

My slides from the Memnet Membership Excellence Conference, 24th February 2012. Case study and overview of using community for membership bodies.

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Transcript

  • 1. BrubakerHRCollaborative InsightBHR Gareth Jones Inmate
  • 2. Using Social Communities ToAdd Value For Your Members
  • 3. Why go ‘social’?
  • 4. Challenges…
  • 5. Grow Membership
  • 6. The route to newmembers is through nonmembers
  • 7. IncreasingCompetition!
  • 8. “Due to budgetconstraints, the light atthe end of the tunnel will beswitched off until furthernotice.”Anonymous
  • 9. Remain Relevant!
  • 10. Solution…
  • 11. “If membership bodiesdidn’t exist, and we werecreating them today, theywould be formed ascommunities with apurpose.”Me! January 2012
  • 12. “The new engagement strategyis seen as the fundamental driver inthe shift from authoritativevoice, institute/professional centre,to a community hub, an expertisecentre, an enabler, a introducer/facilitator of the connection ofothers. ”Xxxxx Xxxxx, CEO, xxxxx. March 2011
  • 13. Engagement in numbers… 135,000 (Total Members) 20% (‘Active’ Members) equals 115,000 Missed Opportunities
  • 14. Non members
  • 15. Insight
  • 16. Increase Revenue Potential
  • 17. Status…
  • 18. Community in numbers…6000 unique monthly visitors 8% - number of visitors who post once a month at least.Average visit duration 16.50 compared to 5.43 for themain site The top post in January generated 41 comments 1138 readsOf total visitors, 52% are new and 48% are repeat visitors 26% - number of members who visited the community.
  • 19. INNOVATION Publishing   Events   FEEDBACK INSIGHT NPD MEMBERSLOYALTY COMMUNITY ADVOCACY Training   Research   TRUST OPENESS Membership   COLLABORATION
  • 20. Benefits to members…Facilitate networking between members and non members Provide a ‘virtual branch network’ to support the ‘offline’ branchesDeliver personalised content through a managed ‘profile’. Integrate their membership with their other social activity.Support knowledge sharing and case management
  • 21. Food for thought…The community is not just in the ‘community’ – increasingactivity on social platforms Harness the power of conversation – ‘conversational SEO’ can act as a powerful search signpostCompanies are using community as a source of innovationfrom customers. Members are customers too. “A person like me” – the new person to trust. Dramatic rise in peer to peer dynamicCommunity members spending 2.5 times the averageonline customer in some cases Social media shows the biggest increase as a trusted source of information.
  • 22. Final thought…
  • 23. “A ‘new and improved’ body willwithout doubt be a participativeone – joining in theconversations, responding,contributing and generallyinteracting with members muchmore intimately and frequentlythan we do currently. ”Re engaging Membership Through Community. Gareth Jones. October 2011
  • 24. You can’t be social on theoutside, if you are not social onthe inside… …the culture shift imperative
  • 25. Thank you! Gareth Jones 07880 742581 @garelaoswww.linkedin.com/in/garethmjones www.garethjones.me www.brubakerhr.com enquiries@brubakerhr.com