FACEBOOK, LINKEDIN, TWITTER, ONLINE COMMUNITY, ETC. Increasing Membership with New Media

Introductions Sherry Budziak, President, .orgSource Stuart Meyer, Marketing, Membership, and Communications Officer, Emergency Nurses Association George Dearing, Senior Corporate Evangelist, Telligent Amith Nagarajan, Chairman and Chief Executive Officer, Aptify Corporation

Sherry Budziak, President, .orgSource

Stuart Meyer, Marketing, Membership, and Communications Officer, Emergency Nurses Association

George Dearing, Senior Corporate Evangelist, Telligent

Amith Nagarajan, Chairman and Chief Executive Officer, Aptify Corporation

Word of Mouth Marketing Social Media and Networking Powerful tools + Easy to use = Everyone can create content

Social Media and Networking

Powerful tools + Easy to use =

Everyone can create content

How Do We Use New Media to Market Membership By Building Trust and Community Organizations can no longer dictate their brands Credibility and trustworthiness is crucial We must harness our members as brand defenders and brand champions Trust overcomes fear of risk at the end of the purchase cycle Word of mouth marketing

By Building Trust and Community

Organizations can no longer dictate their brands

Credibility and trustworthiness is crucial

We must harness our members as brand defenders and brand champions

Trust overcomes fear of risk at the end of the purchase cycle

Word of mouth marketing

So how do you build trust? Meet your members online, and engage Show up where they search Facebook Twitter Twine LinkedIn Blogs YouTube Flickr Wikipedia Monitor (listen) everything being said about you, engage when you can help Build tools and materials for your brand defenders

Meet your members online, and engage

Show up where they search

Facebook

Twitter

Twine

LinkedIn

Blogs

YouTube

Flickr

Wikipedia

Monitor (listen) everything being said about you, engage when you can help

Build tools and materials for your brand defenders

Get connected everywhere…

EMERGENCY NURSES ASSOCIATION Case Study

EMERGENCY NURSES ASSOCIATION

ENA PROFILE 36,780 Members 50 State ENA Councils 200+ Local ENA Chapters Work Environment

ENA PROFILE

36,780 Members

50 State ENA Councils

200+ Local ENA Chapters

Work Environment

Building Blocks for Increasing Membership Through Social Media and Networking Experimentation Bottom-up grassroots focus Outreach and engagement Indirect relational membership marketing mentality Activist audiences that are already engaged Components Interest groups Functional segments & volunteers

Building Blocks for Increasing Membership Through Social Media and Networking

Experimentation

Bottom-up grassroots focus

Outreach and engagement

Indirect relational membership marketing mentality

Activist audiences that are already engaged

Components

Interest groups

Functional segments & volunteers

In Search o the O ficial ENA Facebook Group

GEORGE DEARING TELLIGENT Case Study

GEORGE DEARING

TELLIGENT

Quick Snapshot // NBCF “ NBCF accomplishes its mission through initiatives such as the National Mammography Program (NMP), Beyond the Shock educational video, MyNBCF online community , and the Early Detection Plan.” We provide funding for RESEARCH to find the cure for breast cancer We increase awareness through EDUCATION We provide MAMMOGRAMS for those in need

Developing A Strategy What Are The Tools To Tell Our Story? Where do we need to be? When we get there, what do we do? When we figure out what to do, how do we engage? How do we manage all of our digital properties? How do we measure it? How Do We Find Our Influencers?

What Are The Tools To Tell Our Story?

Where do we need to be?

When we get there, what do we do?

When we figure out what to do, how do we engage?

How do we manage all of our digital properties?

How do we measure it?

How Do We Find Our Influencers?

Developing The Digital Footprint NBCF’s new media strategy started with a social media audit. Usual suspects ensued –MySpace,Facebook,Twitter Recognized website as #1 marketing vehicle to further the cause. But how to evolve its reach? After Digital Footprint, NBCF needed to manage communication and digital media – executed its community strategy next Image Credit //

NBCF’s new media strategy started with a social media audit. Usual suspects ensued –MySpace,Facebook,Twitter

Recognized website as #1 marketing vehicle to further the cause. But how to evolve its reach?

After Digital Footprint, NBCF needed to manage communication and digital media – executed its community strategy next

Facebook // Marketing & Communications Facebook For Brand Awareness Users Can Connect At The “Cause” Level Facebook platform for brand communication and messaging Helps refine “Influencer Model”

Facebook For Brand Awareness

Users Can Connect At The “Cause” Level

Facebook platform for brand communication and messaging

Helps refine “Influencer Model”

Twitter / Microblogging Twitter is a communications outlet for conversations and brand communication Provides “lubricant” for NBCF’s web content – PR, community links and other targeted content Functions as backchannel for NBCF for partner and employee communication

Twitter is a communications outlet for conversations and brand communication

Provides “lubricant” for NBCF’s web content – PR, community links and other targeted content

Functions as backchannel for NBCF for partner and employee communication

Social Networking / Twitter NBCF uses social networking directories to raise awareness, find influencers, and recruit partners Provides SEO and SEM lift for NBCF’s web content

NBCF uses social networking directories to raise awareness, find influencers, and recruit partners

Provides SEO and SEM lift for NBCF’s web content

Content Aggregation Via Alltop NBCF uses Alltop’s content aggregation model to raise brand awareness and garner thought leadership Easy way to bolster SEO / SEM results as content is optimized and indexed daily Alltop provides “discovery” opportunities within am industry. Who are the trend makers & who can NBCF partner with for content distribution?

NBCF uses Alltop’s content aggregation model to raise brand awareness and garner thought leadership

Easy way to bolster SEO / SEM results as content is optimized and indexed daily

Alltop provides “discovery” opportunities within am industry. Who are the trend makers & who can NBCF partner with for content distribution?

Using Community To Connect, Collaborate, & Communicate Early community presence trusted a 3 rd -party to engage with community members Sought a social networking platform to create deeper relationships, facilitate conversations and encourage feedback. Needed an integrated platform that allowed NBCF to use Web 2.0 apps like blogs, wikis, forums and groups Analytics allow NBCF to respond in real-time to users and industry trends Integration w/CRM and other marketing automation capabilities provides holistic view of the customer

Early community presence trusted a 3 rd -party to engage with community members

Sought a social networking platform to create deeper relationships, facilitate conversations and encourage feedback.

Needed an integrated platform that allowed NBCF to use Web 2.0 apps like blogs, wikis, forums and groups

Analytics allow NBCF to respond in real-time to users and industry trends

Integration w/CRM and other marketing automation capabilities provides holistic view of the customer

Communities Of Interest // Groups “ Groups” rollout provides users with sub-communities or “communities of interest Provides collaboration capabilities inside and outside the firewall NBCF can administer groups or delegate to sponsors or community members..cuts down on technical requirements & maintenance Groups can have certain apps turned on or off ( i.e – a group might start by provisioning a blog and wiki with no need for a forum)

“ Groups” rollout provides users with sub-communities or “communities of interest

Provides collaboration capabilities inside and outside the firewall

NBCF can administer groups or delegate to sponsors or community members..cuts down on technical requirements & maintenance

Groups can have certain apps turned on or off ( i.e – a group might start by provisioning a blog and wiki with no need for a forum)

Value Drives Usage And Loyalty Onramp application that drives usage and adoption Users get reminders on their terms -text, Facebook, email,calendar,RSS

Onramp application that drives usage and adoption

Users get reminders on their terms -text, Facebook, email,calendar,RSS

“ The Reporting Aspect For Us Was Huge” How many new users are signing up? Where conversations are happening? Are conversations positive or negative? Data is parsed by department and used for different workflows

How many new users are signing up?

Where conversations are happening?

Are conversations positive or negative?

Data is parsed by department and used for different workflows

Community Strategy Drove Results a 13% increase in online donations $$ and a 28% increase in MyNBCF Community sign ups 500 New Members in less than 2 weeks post launch

a 13% increase in online donations $$

and a 28% increase in MyNBCF Community sign ups

500 New Members in less than 2 weeks post launch

The Future // Mobile, Mashups, Micro-communities Viddler for Video Distribution Flickr API WordPress API for Journaling LBS – location-based services iPhone app Mobile Community Google Map APIs (mashups) Plus 3 Network (niche community)

Viddler for Video Distribution

Flickr API

WordPress API for Journaling

LBS – location-based services

iPhone app

Mobile Community

Google Map APIs (mashups)

Plus 3 Network (niche community)

Case Study AMITH NAGARAJAN CHIEF EXECUTIVE OFFICER APTIFY

Social Network Overview Social Networks enable groups of like-minded individuals to congregate and share knowledge…sound familiar? Integration is where the real value comes from, and is highly dependent on the AMS The AMS must seamlessly transfer relationship and interest information in and out of the database A Social Network is good for members. A Social Network tied to an AMS is great for members!

Social Networks enable groups of like-minded individuals to congregate and share knowledge…sound familiar?

Integration is where the real value comes from, and is highly dependent on the AMS

The AMS must seamlessly transfer relationship and interest information in and out of the database

Social Network Approaches

Integrating Social Media with an AMS - Access to new sources of relevant information - Ability to form/create communities or groups based on interests, hobbies, etc. - Enables seamless networking - Ability to stay in touch (through career changes and/or life changing moments) Member Benefits

- Access to new sources of relevant information

- Ability to form/create communities or groups based on interests, hobbies, etc.

- Enables seamless networking

- Ability to stay in touch (through career changes and/or life changing moments)

Integrating Social Media with an AMS - Extend the value of your organizations brand - Embrace new technologies (both from an individual and association perspective) - Leverage information to improve business practices/processes - Reach a diverse segment of the population Professional Communities/Groups Fans/Friends Professional Interests/Hobbies Take sub-service strategies to the next level! Free your staff for other important work Associations

- Extend the value of your organizations brand

- Embrace new technologies (both from an individual and association perspective)

- Leverage information to improve business practices/processes

- Reach a diverse segment of the population

Professional Communities/Groups

Fans/Friends

Professional Interests/Hobbies

Take sub-service strategies to the next level!

Free your staff for other important work

Integrating Social Media with an AMS - Incorporate viral marketing and member referral campaigns Fundraising, membership campaigns, grass-roots, and events - Use as a recruitment tool - Use as a marketing tool - Manage a member’s change in employers - Advance social causes Examples

- Incorporate viral marketing and member referral campaigns

Fundraising, membership campaigns, grass-roots, and events

- Use as a recruitment tool

- Use as a marketing tool

- Manage a member’s change in employers

- Advance social causes

Pitfalls/Concerns A few things to watch out for… Security Issues Branding/marketing concerns Availability of resources Advanced planning (think about strategy upfront) User adoption Metrics

A few things to watch out for…

Security Issues

Branding/marketing concerns

Availability of resources

Advanced planning (think about strategy upfront)

User adoption

Metrics

Conclusion Conclusion Be Transparent Be Accurate Be Respectful Be Connected Monitor Comments Be a Valued Member Think Before You Post Maintain Confidentiality Be Aware of Liability Protect Your Identity and the Organization’s Brand

Conclusion

Be Transparent

Be Accurate

Be Respectful

Be Connected

Monitor Comments

Be a Valued Member

Think Before You Post

Maintain Confidentiality

Be Aware of Liability

Protect Your Identity and the Organization’s Brand