Most Common On Line Challenges Kevin Jerge (Tin180 Com)


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  • We’d like to thank Pearson Vue, Professional Testing and the Certification Networking Group for organizing this meeting, advancing and supporting the mission of CNG.
  • In my recent research of this industry I was struck by one of the overwhelming themes that I ran across over and over again as I visited several of your sites trying to get my arms around this industry. The word QUALITY resonated the loudest. Every industry uses the word but in my own newly informed opinion – this industry owns it. You own it by definition, by practice and by commitment.
  • How many of you have a Linked In Profile? FaceBook? MYSPACE?
  • This recognition is vitally important. People want information, content, interaction when they want, where they want it, and how they want it.
  • The days of putting together a great web site and serving up a great content experience are over. People can get information and content anywhere. Newspapers and Associations are feeling this shift in dramatic ways.
  • We’d like to thank Pearson Vue, Professional Testing and the Certification Networking Group for organizing this meeting, advancing and supporting the mission of CNG.
  • Most Common On Line Challenges Kevin Jerge (Tin180 Com)

    1. 1. CNG Meeting December 5, 2007 Kevin Jerge ThePort Network, Inc.
    2. 2. Our Sponsors <ul><li>Thanks For Supporting this morning’s program </li></ul>
    3. 3. Theme for Today’s Conversation <ul><li>Methods May Change But Standards of Quality Endure </li></ul>
    4. 4. Demystification Process <ul><li> </li></ul><ul><li> </li></ul><ul><li>Demystifying </li></ul><ul><li>Social </li></ul><ul><li>Media </li></ul>
    5. 5. Social Media Certification Test <ul><li>How Many of You Have Composed an E-mail and sent it or responded to an e-mail? </li></ul><ul><li>How Many of You Have Used Microsoft Word to Create a document? </li></ul><ul><li>How Many of You have uploaded or attached a file or picture to an e-mail? </li></ul><ul><li>How many of you have filled out a survey? </li></ul><ul><li>How many of you have registered for an event or filled out a profile questionnaire? </li></ul>
    6. 6. CONGRATULATIONS! You Are All Certified Social Media Professionals
    7. 7. Online Communities That Build Certification Programs & Increase Your Customer Base ARE YOU ON?…
    8. 8. Social Media is Exploding!!!!
    9. 9. Interactive Media Growth <ul><li>Social Media Sites Account for 12% of Overall Internet Web Traffic </li></ul><ul><li>The Past Year has Shown a 668% Increase </li></ul>Source: June 11, 2007 BusinessWeek Online
    10. 10. Why is Social Media so Powerful??? <ul><li>Most Sites Are Usually FREE </li></ul><ul><li>Bi-Directional and personally controlled experience. </li></ul><ul><li>Facilitated a movement by providing a platform for close to real-life interaction on-line. </li></ul><ul><li>Allows people to initiate a connection with new individuals or re-connect with friends, old colleagues, classmates, etc. You can learn a lot about people before you even connect. (Unlike Chat rooms, etc) </li></ul><ul><li>Sites like LinkedIn allow you to represent yourself professionally, build a professional network, find mentors, your next job, build your reputation, etc. </li></ul>
    11. 11. How do social communities apply to associations? <ul><li>Associations*: an organization of people with a common purpose and having a formal structure </li></ul><ul><li>Social communities*: A social network is a social structure made of individuals tied by one or more specific types of relations , such as values, visions, idea, …. </li></ul>Source: &quot;association.&quot; Unabridged (v 1.1). Random House, Inc. 09 Jul. 2007. <>.Wikipedia, modified <ul><li>Online communities are a natural extension of real life activity within an association. </li></ul>
    12. 12. We Are At A Crossroads
    13. 13. Choices, Choices, Choices <ul><li>Choice #1 Let’s re-design our web site so we can get more web traffic. </li></ul><ul><li>WRONG!!! </li></ul><ul><li>Choice #2: Incorporate community and social media features with our web site to provide an engaging experience for our members? </li></ul><ul><li>Ding! Ding! Ding! </li></ul>
    14. 14. Most Common On-Line Challenges <ul><li>Managing Content </li></ul><ul><li>Providing Members an Engaging and Valuable Web Experience. </li></ul>
    15. 15. Field of Dreams <ul><li>If You Build It they Will Come …… </li></ul>
    16. 16. Field of Reality …. <ul><li>If you let them build it, participate, collaborate, connect and interact… </li></ul><ul><li>They will stay – longer </li></ul><ul><li>They will come back more often </li></ul><ul><li>They will invite their friends and colleagues </li></ul>
    17. 17. Where Do You Start???? <ul><li>Acknowledgement that this is important to your future. </li></ul><ul><li>Assessment of Current Web Strategy </li></ul><ul><li>Mindset = Long-Term Commitment </li></ul><ul><li>Develop Your Business Case </li></ul><ul><li>Begin to Weave Social Media Into Your Overall Engagement Strategy </li></ul>
    18. 18. Acknowledgement <ul><li>The Model has been proven </li></ul><ul><li>The niche community market will be the next natural extension (it is happening now) </li></ul><ul><li>Provide your members the experience that they want or they will seek it out from another source. </li></ul><ul><li>The conversation is already happening. You need to facilitate the conversation </li></ul>
    19. 19. Assessment <ul><li>How strong is your web presence now? </li></ul><ul><li>Is your target audience visiting regularly? </li></ul><ul><li>Do you know who they are? </li></ul><ul><li>Do you know why they visit? </li></ul><ul><li>Are you accomplishing your business goals with your current web strategy? </li></ul><ul><li>Are you managing content in a way that is dynamic and valuable to your visitors? </li></ul>
    20. 20. Long-term Approach <ul><li>Community/Social Media strategy needs to be deployed with a long-term mindset. </li></ul><ul><li>There is no magic formula. </li></ul><ul><li>Your community strategies will evolve and adapt over time. </li></ul><ul><li>This is still relatively new. You have to have a blend of patience and persistence. </li></ul>
    21. 21. Develop YOUR Business Case <ul><li>This platform has to meet the needs and work for your organization. </li></ul><ul><li>Can you articulate your goals? </li></ul><ul><ul><li>Increased client base? </li></ul></ul><ul><ul><li>More tests administered? </li></ul></ul><ul><ul><li>Increased awareness about your organization and the certifications you offer? </li></ul></ul><ul><ul><li>Provide Networking opportunities for all community members? </li></ul></ul><ul><ul><li>??????? </li></ul></ul>
    22. 22. Weave Social Media Into Your Organization’s Fabric <ul><li>Promote the community through all existing communication mediums. </li></ul><ul><ul><li>E-mail Publications/Newsletters </li></ul></ul><ul><ul><li>Web Site At Conferences/Seminars </li></ul></ul><ul><ul><li>Etc. Direct Mail </li></ul></ul><ul><ul><li>Drive your membership back to the community at every opportunity by providing incentives or desired content. </li></ul></ul>
    23. 23. What is the DNA make-up of your Group <ul><ul><li>How Many Types Of Community Members Do You Have? What does their DNA look like? </li></ul></ul>
    24. 24. Certification Industry Profile <ul><li>Who is your audience? What does your community look like? </li></ul><ul><ul><li>Client Companies that send their employees or contractors for certification. </li></ul></ul><ul><ul><li>The individuals being certified </li></ul></ul><ul><ul><li>Industry Partners </li></ul></ul><ul><ul><li>Your Certification Body and Staff </li></ul></ul><ul><ul><li>Etc…. </li></ul></ul>
    25. 25. Community Breakdown <ul><li>Communities can be segmented in many different ways by: </li></ul><ul><ul><ul><li>Geography </li></ul></ul></ul><ul><ul><ul><li>Job Function </li></ul></ul></ul><ul><ul><ul><li>Area of Expertise </li></ul></ul></ul><ul><ul><ul><li>Organization Type and Size </li></ul></ul></ul><ul><ul><ul><li>Education </li></ul></ul></ul><ul><ul><ul><li>Personal Interests </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul>
    26. 26. Connect Members via Intelligent Profiling <ul><li>What information do you need to gather that will help your members connect within the community? </li></ul><ul><ul><li>Personal information and interests </li></ul></ul><ul><ul><li>Professional information and interests </li></ul></ul><ul><ul><li>Educational background </li></ul></ul><ul><ul><li>Certification History </li></ul></ul><ul><ul><li>Other Data </li></ul></ul>
    27. 27. Engage Your Members By Providing a Great Content Experience <ul><li>Through RSS Technology (Really Simple Syndication) your organization can provide a dynamic and relevant content experience on every visit. </li></ul><ul><li>Allowing your members to personalize their content around professional or personal interests is the key ingredient. </li></ul><ul><li>RSS = (Really Secret Sauce) </li></ul>
    28. 28. Let Your Members Build The Community <ul><li>Allow them to interact with the site’s content. </li></ul><ul><li>Allow them to have a voice via commenting, polls, surveys, blogging, ratings, etc. </li></ul><ul><li>Allow them to form groups of interest within the community (Sub Communities) </li></ul><ul><li>Get a sense for who your community influencers are and embrace them. </li></ul><ul><ul><li>You receive the benefit of having this all take place under your brand on your platform. You can get a true pulse on your organization and determine any directional changes you may have to take. </li></ul></ul>
    29. 29. Do We Need A Quick Break? <ul><li>BREAK TIME </li></ul><ul><li>10 Minutes </li></ul>
    30. 30. ACHE Certification Challenge <ul><li>ACHE has several members that are eligible to take the Board of Governor’s Exam to achieve the FACHE Certification. </li></ul><ul><li>The Average Age of the ACHE membership is 47 years old. </li></ul><ul><li>Individuals Preparing for the Exam usually undertake this in a solitary fashion. </li></ul><ul><li>Resource Information and content for the exam preparation are found in many disparate areas. </li></ul>
    31. 31. Goals of the BOG Community <ul><li>Establish one Platform or hub for exam preparation and support by blending the resources, reference material and other content with social media tools. </li></ul><ul><ul><li>Allow individuals preparing for the exam to share information, experiences and content with other members connecting these people so that they can form study/support groups. </li></ul></ul>
    32. 32. Goals of the BOG Community <ul><ul><li>2. Help alleviate the apprehension for registration and the stigma currently associated with preparing for the exam. ACHE members will now belong to a community of registered users preparing for the exam. </li></ul></ul><ul><ul><li>This experience will provide a communal sense and should foster greater participation and success . </li></ul></ul>
    33. 33. Goals of the BOG Community <ul><ul><li>Introduce the ACHE organization to social media and the power of community as they look to strengthen, grow and manage their Association. </li></ul></ul><ul><ul><ul><li>Deploy other communities throughout the Association </li></ul></ul></ul>
    34. 34. Goals of the BOG Community <ul><ul><li>4. Provide a solution that is simple and straight forward. </li></ul></ul><ul><ul><ul><li>Easy to Understand </li></ul></ul></ul><ul><ul><ul><li>Easy to Join </li></ul></ul></ul><ul><ul><ul><li>Easy to Connect with Peers </li></ul></ul></ul><ul><ul><ul><li>Not overly busy and easy to navigate. </li></ul></ul></ul>
    35. 35. The ACHE Community
    36. 36. Profile
    37. 37. Find Others
    38. 38. NMA Community Overview <ul><li>On-Line Demo </li></ul><ul><li>Establishing a Profile or Community Persona </li></ul><ul><li>Interacting with Content </li></ul><ul><li>Using RSS Technology </li></ul><ul><li>Building A Group </li></ul>
    39. 39. Benefits of a Community Platform <ul><li>Increase Engagement </li></ul><ul><li>Enable Member Relationships </li></ul><ul><li>Provide a Forum to Discuss Organizational Challenges </li></ul><ul><li>Update Members on Industry News </li></ul><ul><li>Provide a Platform that will allow members to continue conversations that began In-person </li></ul>
    40. 40. Conclusion <ul><ul><li>Connect Members with a Common Interest </li></ul></ul><ul><ul><li>Listen to the Conversation Between Members </li></ul></ul><ul><ul><li>Use the Information Gathered to Activate Member Participation </li></ul></ul>Listen Activate Connect
    41. 41. Our Sponsors <ul><li>Thanks For Supporting this morning’s program </li></ul>