9 Secrets of Successful Private Online Member Communities

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Learn how to create a thriving private online community for your association or membership organization – from strategy to implementation and ongoing community management.

Watch the full webinar-on-demand here: http://bit.ly/S89tSW

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9 Secrets of Successful Private Online Member Communities

  1. 1. 9 Secrets of SuccessfulPrivate OnlineCommunitiesWWW.SOCIOUS.COM Nonprofit: @SociousSuccess For-Profit: @SociousSoftware
  2. 2. 9 Today’s Secrets of Successful Private Online Presenters CommunitiesPaul Schneider Joshua PaulCo-Founder & SVP, Socious Director of Strategy, Socious
  3. 3. 9 A Little Secrets of Successful Private Online Housekeeping Communities Tech Check Ask Questions in the Q&A Panel We ARE Recording! Twitter: @SociousSuccess
  4. 4. 9 Today’s Secrets of Successful Private Online Agenda Communities1. Why Private Online Communities Matter2. Getting Strategy Right3. Community Management4. How It All Works5. Takeaways
  5. 5. Why Do Successful PrivateOnline Communities Matter?
  6. 6. 9 Why Do Successful Secrets of Successful Private Online Private Online CommunitiesCommunities Matter?Associations reporting a decrease inmembership over the past 5 yearsindicate that weak product or serviceofferings are a major challenge ingrowing their membership*.*2012 Association Membership Benchmarking Report, Marketing General
  7. 7. 9 Why Do Successful Secrets of Successful Private Online Private Online Communities Communities Matter?The primary reasons association executivesgive as to why members join associationscontinues to be:• networking (22%)• access to specialized/current info (12%)• advocacy (12%)**2012 Association Membership Benchmarking Report, Marketing General
  8. 8. 9 Why Do Successful Secrets of Successful Private Online Private Online CommunitiesCommunities Matter?Associations with more than 5,000members report their greatest challengeis attracting and keeping youngmembers*.*2012 Association Membership Benchmarking Report, Marketing General
  9. 9. 9 Why Do Successful Secrets of Successful Private Online Private Online CommunitiesCommunities Matter?Associations that report an increase inoverall membership growth arestatistically more likely to report havinghigher levels of engagement*.*2012 Association Membership Benchmarking Report, Marketing General
  10. 10. 9 Why Do Successful Secrets of Successful Private Online Private Online CommunitiesCommunities Matter?40% of professionals’ online time isspent engaging in peer-to-peer onlinecommunities, followed by interactingwith friends at 31% and family at 13%*.*The Social Mind, Society for New Community Research
  11. 11. 9 Why Do Successful Secrets of Successful Private Online Private Online CommunitiesCommunities Matter?• Low rate of usage and success.• Average industry usage 14%.• Most associations view the technology as the most important aspect of a successful online community-it isn’t.• Technology is a way to deliver your strategy. It is not a strategy itself.• Online communities CAN be successful. We are going to tell you how.
  12. 12. Private Social NetworkingSuccess Starts with a SoundOnline Community Strategy
  13. 13. Should Your Treat Your Private Online Community Like aTechnology, Social Media Tool, or Member Benefit?
  14. 14. 9 What Makes A Secrets of Successful Private Online Strong Member Communities Benefit? Attributes of a strong member benefit: 1. Exclusive 2. Accessible 3. Simple to Grasp 4. Delivers 5. Supported Secret #1:Member Benefit Strategy
  15. 15. 9 How To Make Your Private Secrets of Successful Private OnlineOnline Community A Valuable Communities Member Benefit? A Single Attributes of a strong member benefit: Place 1. Exclusive  Easy to Other 2. Accessible Participate In Members 3. Simple to Grasp Helpful 4. Delivers  Important to the Information 5. Supported Organization Secret #1: Member Benefit Strategy
  16. 16. SECRET #1 Your Private MemberCommunity Can Be Your Most Valuable Member Benefits
  17. 17. What Are YourOnline Community Goals?
  18. 18. SECRET #2 Organizational AndDepartmental Goals Drive Your Online Community Goals
  19. 19. 9 Align Your Private Secrets of Successful Private OnlineCommunity With Your CommunitiesOrganizational GoalsBase online community goals on yourexecutive management team’s goals forthe organization. Secret #2: Goal Setting
  20. 20. 9 Basing Goals on Secrets of Successful Private Online Staff Challenges Communities• What are the top 3 administrative issues you face in your department?• What are the top 3 member communication issues you face in your department?• What are the top 3 benefits you would like an online community to be able to do for your department?• What is the 1 major issue you hope an online community could help our organization with?• Do you currently use Facebook, LinkedIn, Twitter or other social media sites on a weekly or regular basis?• What do you believe is the ONE TOP reason members choose our association?• Which communication methods do you use to communicate with our members currently? Why are you using that method?• What do you believe is the ONE TOP reason members don’t renew? Secret #2: Goal Setting
  21. 21. Getting Members to Use Your Online Community
  22. 22. 9 Common Mistakes that Secrets of Successful Private Online Membership Communities Organizations Make Membership organization must switch from thinking of their private online community “something extra” for their members to viewing it as an all-in-one member-facing platform that bring all electronic interactions together. Secret #3:Positioning Your Community
  23. 23. 9 Online Communities Secrets of Successful Private Online Are at the Center of Communities Member Engagement • Makes all communication social • Augments staff and creates a constant backstop • Provides actionable insight about your membership • Creates growth, buzz, and credit for providing value Secret #3:Positioning Your Community
  24. 24. SECRET #3 Position Your Online Community at the Center ofYour Member Communication Universe
  25. 25. Community Management
  26. 26. The Importance of Online Community Managers
  27. 27. 9 The Role of Online Secrets of Successful Private Online Community Managers Communities The best online community managers focus on creating, maintain, and improving processes than impact the masses rather than addressing individual member issues. Secret #4:Community Management
  28. 28. 9 What Does an Online Secrets of Successful Private Online Community Manager Communities Do? • Content coordination • Outreach • Re-engagement • Measuring & adjusting processes • Look for opportunities to help members & for the organization Secret #4:Community Management
  29. 29. 9 What to Look for in an Secrets of Successful Private Online Online Community Communities Manager? • Understanding of social media, collaboration and, online sharing • Good project management skills • Grasp of your organization’s larger vision • Appropriate authority • Age does not matter Secret #4:Community Management
  30. 30. SECRET #4Private Online CommunitiesNeed Community Managers That Focus on Processes
  31. 31. Content Planning
  32. 32. 9Why Should You Care Secrets of Successful Private Online About Content? Communities Secret #5: Content Planning
  33. 33. 9Why Should Your Care Secrets of Successful Private Online About Content? Communities Secret #5: Content Planning
  34. 34. 9Key Components of an Secrets of Successful Private Online Online Community Communities Content Plan • Real Dates • Prioritization • Type of Content • Categories • Content Owner Secret #5: Content Planning
  35. 35. SECRET #5 The Engagement in Your Private Online Community isDirectly Tied to the Frequency of Quality Content
  36. 36. Measuring Success
  37. 37. 9 What Can You Secrets of Successful Private Online Measure? Communities Visit Event registration Page view Profile Login Time in community Registration Time on page Post Entry page Comment Exit page Click path Purchases Secret #6:Measuring Success
  38. 38. 9 It is Important to Secrets of Successful Private Online Measure the Right Communities Things• Find out why things are happening• See if what you are doing is working• Prevent rework and going down the wrong path• Fix leaks in your member or customer engagement flow Secret #6: Measuring Success
  39. 39. 9Start With These Key Secrets of Successful Private Online Online Community Communities Ratios• Visit to New Registration Ratio• Visit to Login Ratio• Login to Post & Comment Ratio• Post to Comment Ratio• Login to Action Ratio• Members to Completed Profile Ratio Secret #6:Measuring Success
  40. 40. SECRET #6Measure the Right Things and Make Adjustments Often
  41. 41. How It All Works
  42. 42. 13 Key Online Community Features in 6 Minutes
  43. 43. Creating Value: Discussions
  44. 44. Creating Value: File, Video, Audio, Etc.
  45. 45. Creating Value: Expert Blogs
  46. 46. Creating Value: Finding People and Info
  47. 47. Creating Value: Communities
  48. 48. Creating Value: Content Management
  49. 49. Keep Members Engaged: Email Engine
  50. 50. Keep Members Engaged: Email Alerts
  51. 51. Keep Members Engaged: Integrated Listserv
  52. 52. Keeping members Engaged: Surveys & Polls
  53. 53. Keeping Members Engaged: Gamification
  54. 54. Keep Members Engaged: Engagement Analytics
  55. 55. Keep Members Engaged: Mobile App
  56. 56. SECRET #7Make Sure You Have Enough of 2 Kinds of Features in Your Online Community – ThoseThat Create Value & Those That Keep Members Engaged
  57. 57. What You Need to Know AboutImplementing a Private Online Community Platform
  58. 58. 9 What to Expect Secrets of Successful Private Online During Implementation Communities1. Initial design session. 6. Mid Review of Site.2. Initial Site Build / Data 7. Update Conversion / Site. Gathering. 8. Repeat steps 7 and 8 as3. Integrate gathered data needed until client feels site is into site. in a finalized state.4. Initial Review of Site. 9. Prepare for Launch based on5. Data Conversion. document prepared in step 6. 10.Launch site. Secret #8: Implementation
  59. 59. 9 Who Needs to Be Secrets of Successful Private OnlineInvolved from Your Communities Organization? • Project Lead • Functional Area Leads • Technical Leads • Domain Contact • Testers Secret #8:Implementation
  60. 60. SECRET #8 To Avoid Online CommunityImplementation Delays, Share Your Vision, Make Time to Make Decisions, and Know Your Data
  61. 61. 9 You Have Many Secrets of Successful Private Online Integration Options Communities Socious as Stand-Alone Socious Socious Linked to Client Database and CMSClient Systems Socious Socious Events Linked to Client Database Client Systems Socious Secret #9: Integration
  62. 62. SECRET #9 An All-In-One OnlineCommunity Platform Helps YouFill In The Gaps In Your Member Experience
  63. 63. 9 Strategy Secrets of Successful Private Online Takeaways CommunitiesYour Private Member Community Can BeYour Most Valuable Member BenefitOrganizational And Departmental Goals DriveYour Online Community GoalsPlace Your Online Community at the Centerof Your Member Communication Universe
  64. 64. 9 Community Secrets of Successful Private Online Management Communities TakeawaysPrivate Online Communities NeedCommunity ManagersCommunity Engagement is Directly Tied tothe Frequency of Quality ContentMeasure the Right Things
  65. 65. 9 How It All Works Secrets of Successful Private Online Takeaways CommunitiesThere are Two Kinds of Features in YourOnline Community – Those That CreateValue & Those That Keep Members EngagedImplementation: Share Your Vision, MakeTime to Make Decisions, and Know Your DataUse Your Online Community Software to FillIn The Gaps In Your Member Experience
  66. 66. 9 Special Offer for Secrets of Successful Private OnlineWebinar Participants Communities Free Online Community Consultation Are you researching or planning a new private online member community? • Get questions answered • Evaluate your goals • Learn about social software features • Understand the implementation process Sign-Up at SOCIOUS.COM/CONSULTATION

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