Using Online Community to
Increase Member Retention
Monday, March 10, 2014
1:30 PM - 2:45 PM
Hashtag: #ideas14 LM4
Maggie ...
Welcome
Retention Lessons From Disney
Who Are We?
10 Ways to Engage Members In Your Online Community | What Can Online Comm
Managers Learn From a Car Auction? | Association...
Today’s Discussion
• Why Does Retention Matter
• Why Members Stay Members
• Solving Member Engagement Challenges
• How to ...
How Do We Prioritize Retention?
MEMBER RECRUITMENT
INCREASE MEMBERS
MEMBERSHIP GROWTH
MEMBER RETENTION
How Do We Prioritize Retention?
INCREASE SALES
INCREASE RETENTION
MEMBER RECRUITMENT
INCREASE MEMBERS
MEMBERSHIP GROWTH
ME...
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$...
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$...
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$...
Why Members Stay Members
Why Members Stay Members
To Stay Connected With
Like-Minded People
Recognition and
Appreciation of
Contribution
Tangible
Return on
Investment
Member
Retention
Challenges
How Building Community Increases
Member Retention
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
Strategic Online Community Tools
Discussions/Email
Listserv
Document &
Media Libraries
Email Engine
Content
Management &
B...
Creating a Thriving Online Community
How to Avoid Common Pitfalls
Pitfall #1
Not Having Dedicated
Community Management
Pitfall #2
Giving Up Exclusivity
Pitfall #3
Confusing Public Social
Networks and Private
Online Communities
Pitfall #4
Checking the Box
Pitfall #5
Heavy-Handed Moderation
Simple Framework for
Creating a Successful Private
Online Community
Takeaway #1
Value
Takeaway #2
Ongoing Engagement
Takeaway #3
Know Your Data
Takeaway #4
Test, Measure, & Adjust
Takeaway #5
Be Patient & Lead
Next Steps
1. Track your member retention rate.
2. Know your member lifetime value.
3. Be vigilant about value.
4. Researc...
Questions
Maggie McGary
Web & Social Media Administrator
American Occupational Therapy Association
maggielmcg@gmail.com
Jo...
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Using Your Association's Private Online Community to Increase Member Retention

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This presentation was developed by Socious's Joshua Paul and experienced online community manager, Maggie McGary, for the 2014 ASAE Great Ideas Conference.

This session focused on the reasons why building community online is the future of member retention. It detailed practical ideas that association executives can apply to their organization’s online community strategy to increase member retention.

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Using Your Association's Private Online Community to Increase Member Retention

  1. 1. Using Online Community to Increase Member Retention Monday, March 10, 2014 1:30 PM - 2:45 PM Hashtag: #ideas14 LM4 Maggie McGary, American Occupational Therapy Association Josh Paul, Socious
  2. 2. Welcome
  3. 3. Retention Lessons From Disney
  4. 4. Who Are We?
  5. 5. 10 Ways to Engage Members In Your Online Community | What Can Online Comm Managers Learn From a Car Auction? | Associations: 8 Myths of Marketing Large Nonprofits | Why Women Prefer Online Communities to Social Networking Sites Decisions That Can Make or Break Your Online Community | How to Engage Mem Using Your Member Database | 4 Membership Marketing Tips From 'The Social N | Online Community SmackDown: Forums vs. Listservs | 5 Lessons for Associatio Nonprofits from Super Bowl Commercials | 10 Practical Ways to Use a Mobile Con App | This Week's Top Member Engagement Posts | 5 Common Pitfalls to Avoid W Launching an Online Community | How Your Online Community Can Make Your Conference a Success | 5 Things Software User Groups Need to Know About Onlin Communities | 10 Tips for Better Conferences Using Mobile and Online Communi Signs You Have Outgrown Your Online Community Platform | 10 Questions to Ask Members Before Launching an Online Community | Are Free Membership Models Future for Associations? | 10 Things Association Execs Need to Know About Mobi Membership Apps | 5 Ways Associations Can Engage New Members in Their Onlin Who Are We?
  6. 6. Today’s Discussion • Why Does Retention Matter • Why Members Stay Members • Solving Member Engagement Challenges • How to Build to Community to Increase Member Retention • Takeaways and Real Steps
  7. 7. How Do We Prioritize Retention? MEMBER RECRUITMENT INCREASE MEMBERS MEMBERSHIP GROWTH MEMBER RETENTION
  8. 8. How Do We Prioritize Retention? INCREASE SALES INCREASE RETENTION MEMBER RECRUITMENT INCREASE MEMBERS MEMBERSHIP GROWTH MEMBER RETENTION
  9. 9. Why is Member Retention Important? 0 5000 10000 15000 20000 25000 30000 35000 40000 0 1 2 3 4 5 6 7 8 9 10 $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 0 1 2 3 4 5 6 7 8 9 10 13% Grow /0% Churn Membership Revenue Year Year Members: 10,000 Average dues: $300/year
  10. 10. Why is Member Retention Important? 0 5000 10000 15000 20000 25000 30000 35000 40000 0 1 2 3 4 5 6 7 8 9 10 $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 0 1 2 3 4 5 6 7 8 9 10 13% Grow /0% Churn 13% Grow /10% Churn Membership Revenue Year Year Members: 10,000 Average dues: $300/year
  11. 11. Why is Member Retention Important? 0 5000 10000 15000 20000 25000 30000 35000 40000 0 1 2 3 4 5 6 7 8 9 10 $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 0 1 2 3 4 5 6 7 8 9 10 13% Grow /0% Churn 13% Grow /10% Churn 13% Grow/5% Churn Membership Revenue Year Year Members: 10,000 Average dues: $300/year
  12. 12. Why Members Stay Members
  13. 13. Why Members Stay Members To Stay Connected With Like-Minded People
  14. 14. Recognition and Appreciation of Contribution
  15. 15. Tangible Return on Investment
  16. 16. Member Retention Challenges
  17. 17. How Building Community Increases Member Retention
  18. 18. What is an Online Community? • THE Online Community • OUR Online Community • AN Online Community
  19. 19. What is an Online Community? • THE Online Community • OUR Online Community • AN Online Community
  20. 20. What is an Online Community? • THE Online Community • OUR Online Community • AN Online Community
  21. 21. Strategic Online Community Tools Discussions/Email Listserv Document & Media Libraries Email Engine Content Management & Blogs Event Management Online Store / Virtual Products Communities and Subgroups Crowdsourcing Tools Surveys/Polls Aggregation & Curation Virtual Membership Games, Contests, Badges
  22. 22. Creating a Thriving Online Community
  23. 23. How to Avoid Common Pitfalls
  24. 24. Pitfall #1 Not Having Dedicated Community Management
  25. 25. Pitfall #2 Giving Up Exclusivity
  26. 26. Pitfall #3 Confusing Public Social Networks and Private Online Communities
  27. 27. Pitfall #4 Checking the Box
  28. 28. Pitfall #5 Heavy-Handed Moderation
  29. 29. Simple Framework for Creating a Successful Private Online Community
  30. 30. Takeaway #1 Value
  31. 31. Takeaway #2 Ongoing Engagement
  32. 32. Takeaway #3 Know Your Data
  33. 33. Takeaway #4 Test, Measure, & Adjust
  34. 34. Takeaway #5 Be Patient & Lead
  35. 35. Next Steps 1. Track your member retention rate. 2. Know your member lifetime value. 3. Be vigilant about value. 4. Research why members stay. 5. Identify challenges to retention. 6. Map challenges to your online community strategy. 7. Create a thriving private online member community. 8. Test, measure, and adjust your plan.
  36. 36. Questions Maggie McGary Web & Social Media Administrator American Occupational Therapy Association maggielmcg@gmail.com Joshua Paul Senior Director, Strategy & Marketing Socious jpaul@socious.com

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