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2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
2009: The Year Of Engagement
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2009: The Year Of Engagement

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Your organization has a new Facebook page with frequent Twitter updates, a YouTube channel, and every virtual bell and whistle imaginable to build your social presence. So…how do you encourage member …

Your organization has a new Facebook page with frequent Twitter updates, a YouTube channel, and every virtual bell and whistle imaginable to build your social presence. So…how do you encourage member engagement? Discuss strategies for bringing your community to life by leveraging easy-to-use tools that will take your social platform to the next level. Walk away with ideas to recognize and reward your most engaged members, generate even more viral engagement, and ultimately improve member retention.

Andy Steggles, Chief Information Officer, Risk & Insurance Management Society, Inc. (RIMS)

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  • Handout materials you provide will be available online for attendees here: http://www.asaeannualmeeting.org/handouts.cfmupload them:http://www.asaeannualmeeting.org/speaker_service_center.cfm
  • Retooling your Association Social Networking can give your members new and innovative ways ofconducting member business through:Creating new generation member directories Forming affinity groups for members Sharing webinars and on-line presentations Addressing members expectations Attracting new members
  • They have launched a program that asks Alumnae of the sorority to pay dues voluntarily to help the sorority and the younger girls financially. When an alum pays, they get this badge on their Profile.  This is a very visible reward for donating, in a very social organization.   Another idea for our clients to make money using our system.
  • What do we mean by engagement?Attract and entice conversation on lineCommunicate and connect with your membersAddress your members expectations
  • Of course engagement opportunities have limited usefulness without the ability to measure and reward. This is where an Engagement Center will become very useful. Assuming your selected social platform is able to track all the available activities associated with these new social technologies you now have the opportunity to tie them into your mission and vision statement. For example, if you worked for AAA, then your mission might be to promote safer roads. With such a broad mission, one key area of opportunity would be to flood the search engines with content that supports your mission. In this instance, blog creation would be high on your social strategy agenda. A comprehensive engagement center allows you to view your social engagement activities and assign point values to each.
  • Transcript

    • 1. 2009: The Year of Engagement
      Andy Steggles
      CIO, RIMS
      andy@steggles.com
      Connecting Great Ideas and Great People
    • 2. Engaging in a big, big world
      Currently there are 118.2 million blogs and growing
      Public social media websites such as Facebook add on average
      250,000 new users each day
      Across the world, activity in "member communities" accounts for one in every 11 minutes spent online.
      Unique visitors to Twitter increased 1,382% in one year, from 475,000 unique visitors in February 2008 to 7 million in February 2009
    • 3. Agenda
      Social Web 101 – Public vs. Private – Benefits of Private
      Member Demographics as part of your social strategy
      Profile “Completeness”
      Chapter/Component Social Strategy
      Quest for more data: Need updated profiles – good for everyone – demographics are key
      Viral Engagement
      Personal Professional URLs
      Definition of Engagement
      Engagement Generator Tool
      Engagement Points
      Example website which utilizes social media
    • 4. Housekeeping Items
      • Switch on your blackberries and cell phones
      • 5. Use your computers
      • 6. Talk to each other
      • 7. Session specific Tag: #asae09 LS1
      • 8. Annual Meeting Hub at http://asae09.org
      = Presentation 2.0
    • 9. Social Web 101
      What is the social web?
      Social Media
      Social Networking
      Public vs. Private – Pros and Cons
    • 10.
    • 11.
    • 12.
    • 13. Demographics
    • 14.
    • 15. Editing a Demographic Item
    • 16. Profile “Completeness”
      Member Demographics as part of your social strategy
      Profile “Completeness”
      what elements should it consider?
      Weighting?
      Reporting
      Include Your Components
    • 17. Completeness Reports
      Total Average Completeness of
      Communities (Chapters, Committees etc.)
      Members vs. Non-Members
    • 18. Ranking of Chapters
      Create a Competition
      Chapter AwardsProgram
    • 19. Chapter/Component Social Strategy
      Centralize
      Single Source Social Network
      Give them measuring tools – overall community engagement
      Meetings
      Speaker Profiles
      Centralized Meeting Data
      Member/Non-Member Rates
    • 20.
    • 21.
    • 22.
    • 23. Viral Engagement
      In-person Word of Mouth
      Online Word of Mouth (refer a friend)
      Viral Applications
      Member get a Member
      Mentoring
      Refer a Friend
      Tell them
    • 24. Member-Get-A-Member/Mentoring
    • 25. Member-Get-A-Member
      Step 1:
    • 26. Member-Get-A-Member
      Step 2:
      Pay it Forward!
    • 27. Mentor-Me-Mentor-You
    • 28. Mentor-Me-Mentor-You
      Step 2:
      Pay it Forward!
    • 29. Mentor-Me-Mentor-You
      Step 3: Matching Summary
    • 30. Mentor-Me-Mentor-You
      Step 4: CONNECT…
    • 31. Pay It Forward
      What else could Pay It Forward?
      Everything…
    • 32. (Personal) Professional URLs
      Motivate members to include in their email signature
      Trackable Demographics
      Facilitated World of Mouth
    • 33. Definition of Engagement is Changing
      No longer limited to the traditional offline world
    • Return on Engagement
      Return on Engagement or how members, constituents and donors respond
      to various initiatives, through retention, donations and active participation.
      What triggers emotion within a target audience to ultimately cause
      engagement?
      Is ROI an accurate measurement?
      • Social vs. Media
      • 44. Media = impressions, response rates, website visits
      • 45. Social = quality and depth of relationships
      • 46. Need to see concrete results
    • RIMS Engagement Strategy
      Identify Goals
      Find your Creators
      Challenge your Creators
      Thank and Reward
    • 47. Engagement Strategy: Identify Goals
      What do you want to achieve?
      Does it align with your mission etc.
      Advocacy
      Increase Retention
      Improve Member Satisfaction
      More?
    • 48. Engagement Strategy: Find Your Creators: EngagementOmiter
    • 49. Engagement Strategy: Import Activity
    • 50. Challenge Your Creators (strategically)
      Don’t just send them all a blast email
      Flag each individual with their highest engagement type
      If someone has submitted an abstract submission but is also an author of a magazine article, flag them as “Magazine Publisher”
      Put into manageable groups (50 per time) and schedule the blast emails to them
      Ensure emails are personalized based on their engagement type
    • 51. Thank and Reward
      What happens after someone has posted their first blog? (usually, very little)
      Set expectations and encourage them to continue to “build their brand”
      Show them recognition and others being recognized
      Feature Bloggers in Printed Periodical
      Digital Ribbons/Printed Ribbons
      Professional Profile Brand Awareness
      Home Page Recognition
    • 52. Recognition: Phi Sigma Sigma
    • 53. Digital Ribbons
      Community Ribbons (Chapters etc.)
      Individual Recognition (award winners)
      Engagement Recognition
      Activity Based Recognition
    • 54.
    • 55. Ribbon Management – How does it work?
      Community Ribbons
    • 56. Ribbon Selector
    • 57. Ribbon Creation
    • 58. Engagement Points
      What are they?
      How do they work?
      Is Contributor vs. Non-Contributor
      What do points make?
      Social Networking = Member Engagement = Improved Member Retention
    • 59. Popularity Redefined
      The Tangible Metrics
      • Rumored Google Number
      Wiki Glossary
      • Measuring edits and number of character differences for updates
      Content Management
      • Posting new content or editing a page which is a wiki
      Directory 2.0
      • Add friend, create a group, viewing profiles etc
      Resource Library
      • Adding files to share, downloading and rating
      Blogs:
      • Created a blog
      • 60. Rated a blog
      • 61. Commented on a blog
      • 62. Rated a comment on a blog
      • 63. Shared blog
      • 64. Emailed to a friend
       
      eGroups:
    • Example of Point Values
      *Notice how the “Forward to a friend” activity has been assigned a unusually high point value.
      This is because it has been recognized that each instance of this activity might generate a new prospect
      (since the email address of the person it is being forwarded to is being recorded).
      Home eGroups Blogs Directory Wiki Resource Library
      Engagement Point Center
    • 69. The Numbers
    • 70. The Engagement Aggregates
    • 71. Example: http://test.nysaenet.org
    • 72.
    • 73.
    • 74. Social/Viral Applications
      Business Sheep Throwing
      What type of apps are viable viral apps?
      Mentoring Applications
      Salary Surveys
      Industry Benchmark Surveys
      Note: mostly research related
      Public vs. Private Platform Apps
      Public – Get-A-Member (no accountability)
      Private – Industry Benchmarks, Award Nominations, Competitions (accountability)  
    • 75. Sample Business Social/Viral App
      http://apps.facebook.com/areyoupaidenough/
    • 76. Refer a Friend
      http://apps.facebook.com/areyoupaidenough/
    • 77. View Benchmark Results (real time)
      http://apps.facebook.com/areyoupaidenough/
    • 78. Contact Information:
      Andy Steggles
      CIO, RIMS
      Websites:www.RIMS.org
      Andy Steggles
      Chief Operating Officer
      Higher Logic, LLC
      Tel: 917.664.7218
      andy@higherlogic.com
      www.HigherLogic.com
      Connecting Great Ideas and Great People
    • 79. Bonus Slides
    • 80. Viral/Social Applications on Private Platform
    • 81. RIMS Case Study
      Source : Forrester Research/Groundswell
      Creators: Publish Blog, Upload Own Video/Audio
      Critics: Post Ratings/Reviews of products; comments on other’s blogs
      Collectors: Use RSS Feeds, Voting on sites like Digg
      Joiners: Maintain Profile on social networking site
      Spectators: Read Blogs, Watch Video/Audio from other users
      Inactives: Do not create or consumer any social media
    • 82. RIMS –The Results
       
       
      Note: The average age of a RIMS member is currently 49 years.
      Finding: Need to incentivize the creators
    • 83. Exit Strategy
      Who blogs for your association?
      Person or Org?
      What happens when the person leaves?
      Who owns the brand?
      Is it transferrable?
      Ideal Solution is to have a person write the blog under a corporate brand Example:
      “Risk vs. Reward” by Andy Steggles… but when Andy leaves, it is still “Risk vs. Reward” but by Mark Smith
    • 84. Engagement Central
      Social Networking is powerful, but need to measure and reward
      Tie in measurements to mission and vision statement
      Ability to assign point values for activities

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