HOW TO MAKE YOUR ONLINE COMMUNITYYOUR MOST VALUABLE MEMBER BENEFIT
Housekeeping Tech Check Ask Questions in the Q&A Panel We ARE Recording! Twitter Hashtag: #MemBenefit
Today’s Presenters    Who’s Who    Josh Paul          Peggy Hoffman @SociousSuccess       @PeggyHoffman    blog.socious.co...
Today’s Discussion1. Membership as a Product2. What Makes a Great Member Benefit?3. Steps to Make Your Member Community a ...
Finding Member Value
Treat Membership      Like A     Product
Association Membership MGMA
The Anatomy ofMembership as a    Product
List of Products  and Services
A Greater Good
Contribution
Attributes of aStrong MemberBenefit
ExclusiveExclusive
AccessibleRichard Croft [CC-BY-SA-2.0], via Wikimedia Commons
Simple to Grasp
Delivers           Delivers
SupportedSupported
TRADITIONAL   +   VIRTUAL   =   SWEET                                 SPOT
5    Steps to Make Your Online    Member Community Your Most    Valuable Member Benefit
Four P’s + One1.   Product2.   Price3.   Promotion4.   Place        ?
Four P’s + One1.   Product2.   Price3.   Promotion4.   Place
Give aCompelling Reason   Why
Identifying Problems1. Interviews2. Confirmatory Surveys3. Prioritization
Become aConsistent Content             Content              Factory     Image: http://www.flickr.com/photos/kalinagoenglish/
Online Community       Content Ideas•   Blog posts     •   Podcasts•   Webinars       •   Video•   Guides         •   Surv...
Online Community Content Plan
Image: By Donovan Govan. [GFDL (www.gnu.org/copyleft/fdl.html)      Position                                     Centrally
The Member Engagement Difference45.0%        45.0%40.0%35.0%                               Using the 5 Steps30.0%25.0%    ...
Keep Members  Engaged     Is your online         Does your onlinecommunity perceived         community keepas a benefit of...
Characteristics of a Valuable Member    Community
Members Get Value From:• A Single Place                   Exclusive                   Accessible                   Simple ...
Members Get Value From:• A Single Place• Other Members    Exclusive                   Accessible                   Simple ...
Members Get Value From:• A Single Place• Other Members    Exclusive• Helpful          Accessible  Information             ...
Members Get Value From:• A Single Place• Other Members    Exclusive• Helpful          Accessible  Information• Easy to    ...
Members Get Value From:• A Single Place• Other Members      Exclusive• Helpful            Accessible  Information• Easy to...
Members Get Value From:• A Single Place• Other Members      Exclusive• Helpful            Accessible  Information• Easy to...
Questions?
More Information  on Planning Online   Communities for     Associationshttp://info.socious.com/association-management-reso...
How to Make Your Association's Private Online Community Your Most Valuable Member Benefit
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How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

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Learn how to utilize the assets that your organization has (members, staff, and information) and make your online member community one of your most valuable member benefits to improve recruitment, retention, and non-dues revenue.

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  • Membership as a ProductWhat Makes a Great Member Benefit?Why an Online Community is a Top Tier Member Benefit?Steps to Make Your Member Community a Benefit of MembershipCharacters of an Online Community that Members Value
  • Finding Member Value
  • Induces Engagement
  • MGMAHow I Feel (Experience)What I Get (Value)How I Give Back (Volunteerism)
  • Lists of products and services
  • Work that produces the “Greater good” (think mission)
  • Contribution element (think how I connect & contribute to the group)
  • Exclusive
  • Richard Croft [CC-BY-SA-2.0 (www.creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons
  • Delivers
  • Team is there for you.
  • Translate 4 P’s of marketing – coin in the 1960’sAsk them how they want to receive informationAsk them about how they access information onlineAsk them about what is important to themAsk them what they need the most help with
  • Interview/Survey processAsk/SurveyInterviewSurvey to ValidateSurvey to Priorities
  • Consistent ContentBlog postsGuidesEbooksWhte papersPodcastsVideoPresentationsCurated content
  • Position Centrally
  • How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

    1. 1. HOW TO MAKE YOUR ONLINE COMMUNITYYOUR MOST VALUABLE MEMBER BENEFIT
    2. 2. Housekeeping Tech Check Ask Questions in the Q&A Panel We ARE Recording! Twitter Hashtag: #MemBenefit
    3. 3. Today’s Presenters Who’s Who Josh Paul Peggy Hoffman @SociousSuccess @PeggyHoffman blog.socious.com www.marinermanagement.com/idea-center
    4. 4. Today’s Discussion1. Membership as a Product2. What Makes a Great Member Benefit?3. Steps to Make Your Member Community a Benefit of Membership
    5. 5. Finding Member Value
    6. 6. Treat Membership Like A Product
    7. 7. Association Membership MGMA
    8. 8. The Anatomy ofMembership as a Product
    9. 9. List of Products and Services
    10. 10. A Greater Good
    11. 11. Contribution
    12. 12. Attributes of aStrong MemberBenefit
    13. 13. ExclusiveExclusive
    14. 14. AccessibleRichard Croft [CC-BY-SA-2.0], via Wikimedia Commons
    15. 15. Simple to Grasp
    16. 16. Delivers Delivers
    17. 17. SupportedSupported
    18. 18. TRADITIONAL + VIRTUAL = SWEET SPOT
    19. 19. 5 Steps to Make Your Online Member Community Your Most Valuable Member Benefit
    20. 20. Four P’s + One1. Product2. Price3. Promotion4. Place ?
    21. 21. Four P’s + One1. Product2. Price3. Promotion4. Place
    22. 22. Give aCompelling Reason Why
    23. 23. Identifying Problems1. Interviews2. Confirmatory Surveys3. Prioritization
    24. 24. Become aConsistent Content Content Factory Image: http://www.flickr.com/photos/kalinagoenglish/
    25. 25. Online Community Content Ideas• Blog posts • Podcasts• Webinars • Video• Guides • Surveys/polls• eBooks • Email courses• White papers • Curated content
    26. 26. Online Community Content Plan
    27. 27. Image: By Donovan Govan. [GFDL (www.gnu.org/copyleft/fdl.html) Position Centrally
    28. 28. The Member Engagement Difference45.0% 45.0%40.0%35.0% Using the 5 Steps30.0%25.0% Average Association Using20.0% a Private Social Network15.0%10.0% 8.7%* 5.0% 0.0% Member Participation * Source: Marketing General
    29. 29. Keep Members Engaged Is your online Does your onlinecommunity perceived community keepas a benefit of being a members ormember or customer? customers engaged? © Socious 2011
    30. 30. Characteristics of a Valuable Member Community
    31. 31. Members Get Value From:• A Single Place Exclusive Accessible Simple to Grasp Delivers Supported
    32. 32. Members Get Value From:• A Single Place• Other Members Exclusive Accessible Simple to Grasp Delivers Supported
    33. 33. Members Get Value From:• A Single Place• Other Members Exclusive• Helpful Accessible Information Simple to Grasp Delivers Supported
    34. 34. Members Get Value From:• A Single Place• Other Members Exclusive• Helpful Accessible Information• Easy to Simple to Grasp Participate In Delivers Supported
    35. 35. Members Get Value From:• A Single Place• Other Members Exclusive• Helpful Accessible Information• Easy to Simple to Grasp Participate In Delivers• Important to the Supported Organization
    36. 36. Members Get Value From:• A Single Place• Other Members Exclusive• Helpful Accessible Information• Easy to Simple to Grasp Participate In Delivers• Important to the Supported Organization
    37. 37. Questions?
    38. 38. More Information on Planning Online Communities for Associationshttp://info.socious.com/association-management-resources/

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