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Adopting Education Strategy toJump-start Member Engagement      Wednesday, Jan. 16, 2013          2 – 3 p.m. ET
@AaronWolowiec
Poll Question• Which of the following best describes  you?  – CEO (association or AMC leader)  – Professional staff (non-C...
Learning Road Map•   Strategic planning•   Education equation•   Q&A break•   Education strategy•   Community•   Wrap-up• ...
Strategic PlanningAccording to LinkedIn Skills & Expertise:                   Strategic planning is                   an o...
Key Components
MissionDefinition                           Example: MSAE• Reason for existence               MSAE exists to ensure a• Des...
VisionDefinition                          Example: MSAE•   Future successful state         Over the next three years,•   I...
ValuesDefinition                          Example: MSAE• Organization’s belief system      •   Commitment• A moral compass...
Reflection
Process• Extensive interaction with key  stakeholders• Present state of the industry• Role of the association within that ...
Timeframe    Short Term       Long Term• 1-12 months    • 3-5 years or more• Operational    • Strategic
Elements• Government        •   Public relations  relations         •   Meetings• Membership        •   Technology• Human ...
Poll Question• Does your organization have a separate  strategic education plan?  – Yes  – No  – I don’t know
Education EquationEducation   Engagement   Loyalty   Membership   Return
Education       Association             Membership•   Digital learning     •   Blogging•   Classroom learning   •   RSS fe...
Engagement      •   Creators      •   Conversationalists      •   Critics      •   Collectors      •   Joiners      •   Sp...
LoyaltyPeople will:  – Do business with someone they are familiar with    and have learned to trust  – Try to establish a ...
Return• Member  acquisitions• Retention  numbers• Meetings  attendance• Bottom line  – Purchases  – Sponsors  – Exhibitors
1.   Jump-start member     engagement2.   Leverage/tweak current     education programs/content3.   Work smarter (Not hard...
Strategy 1: Job Analysis                                     • Task analysis                                     • Role de...
Engagement Opportunities• Planning                    • Release questionnaire/• Draft questionnaire/          conduct inte...
Strategy 2: Content Curation• What is it?  –   Sorting through vast amounts of content  –   Presenting it in a meaningful ...
Engagement Opportunities•   Guest bloggers       • Curated:•   Executive briefs       –   Slide decks•   White papers     ...
Strategy 3: Branding• Brands matter• Align customer  expectations with  extraordinary  experiences• Special/unique qualiti...
Engagement Opportunities• Plan quality                  • Innovative brand  education sessions              – Clever name,...
Strategy 4: Communication     • Communication channels     • Comprehensive, multi-       media marketing     • Education b...
Engagement Opportunities• Channels                  • Roles  –   Newsletter/magazine     –   Interviewers  –   Blog/websit...
Strategy 5: Transference            • Past experiences            • Learning task            • Bridge theory with         ...
Engagement Opportunities• Follow through    • Remove barriers  – 90-day window      – Clarification                       ...
Five Education Strategies1. Job analysis2. Content curation3. Branding4. Communication5. Transference
Next Steps• Refine ideas  – Action items  – Resources  – Completion dates• Implement ideas• Accountability  – Partner/team
Community•   Board members   •   Speakers•   Components      •   Sponsors•   Facilitators    •   Staff•   Legislators     ...
Final Thoughts• Write a separate strategic education plan• Education  Engagement  Loyalty   Membership  Return• Levera...
Housekeeping• Consultation discount:  – aaron@eventgarde.com  – Email within one week• Slide deck:  – http://www.slideshar...
Discussion• What’s the biggest takeaway you’re leaving  with today?• What strategy will you implement first?• What engagem...
Aaron D. WolowiecMSA, CAE, CMP, CTA                     (616) 710-1891                     aaron@eventgarde.com           ...
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
Adopting Education Strategy to Jump-Start Member Engagement
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Adopting Education Strategy to Jump-Start Member Engagement

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Aaron delivered this presentation as part of The New World of Member Engagement Webinar Series sponsored by Young Association Professionals, Aggregage, Association Universe and Infinite Conferencing on Wednesday, Jan. 16, 2013.

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Adopting Education Strategy to Jump-Start Member Engagement

  1. 1. Adopting Education Strategy toJump-start Member Engagement Wednesday, Jan. 16, 2013 2 – 3 p.m. ET
  2. 2. @AaronWolowiec
  3. 3. Poll Question• Which of the following best describes you? – CEO (association or AMC leader) – Professional staff (non-CEO staff) – Industry partner (association supplier) – Consultant (services the industry) – Young professional (30 and under) – Other
  4. 4. Learning Road Map• Strategic planning• Education equation• Q&A break• Education strategy• Community• Wrap-up• Discussion• Contact information
  5. 5. Strategic PlanningAccording to LinkedIn Skills & Expertise: Strategic planning is an organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy. Resource: http://linkd.in/WKlXh5
  6. 6. Key Components
  7. 7. MissionDefinition Example: MSAE• Reason for existence MSAE exists to ensure a• Describes what the knowledgeable, professional company does and successful association• Communicates purpose to: community. – Employees – Customers – Vendors – StakeholdersResource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
  8. 8. VisionDefinition Example: MSAE• Future successful state Over the next three years,• Inspirational MSAE will evolve its services• Aspirational and refine its operations to achieve a high level of value• Mental image of the future for its members and its• Challenge and members’ members as inspire employees demonstrated by three pillars of success.Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
  9. 9. ValuesDefinition Example: MSAE• Organization’s belief system • Commitment• A moral compass for the • Integrity company and its employees • Diversity• Guides decision making • Community• Principles of the organization’s culture• Shared by leadershipResource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
  10. 10. Reflection
  11. 11. Process• Extensive interaction with key stakeholders• Present state of the industry• Role of the association within that environment• Implications for the future
  12. 12. Timeframe Short Term Long Term• 1-12 months • 3-5 years or more• Operational • Strategic
  13. 13. Elements• Government • Public relations relations • Meetings• Membership • Technology• Human resources • International
  14. 14. Poll Question• Does your organization have a separate strategic education plan? – Yes – No – I don’t know
  15. 15. Education EquationEducation Engagement Loyalty Membership Return
  16. 16. Education Association Membership• Digital learning • Blogging• Classroom learning • RSS feeds• Expositions • Social bookmarking• Meetings • Social networking• Events • File sharing• Certification • Communication tools• Field experience • Collaboration tools
  17. 17. Engagement • Creators • Conversationalists • Critics • Collectors • Joiners • Spectators • Inactives Resource: http://slidesha.re/11teTNv
  18. 18. LoyaltyPeople will: – Do business with someone they are familiar with and have learned to trust – Try to establish a long-term relationship with an organization after a positive experience – Become loyal to organizations with whom a relationship has been established – Base their membership decisions on past experiences, customer service and quality
  19. 19. Return• Member acquisitions• Retention numbers• Meetings attendance• Bottom line – Purchases – Sponsors – Exhibitors
  20. 20. 1. Jump-start member engagement2. Leverage/tweak current education programs/content3. Work smarter (Not harder!)
  21. 21. Strategy 1: Job Analysis • Task analysis • Role delineation • Identify – Knowledge – Skills – Successful performance – Competencies – DomainsResource: Certification Simplified: A Primer for Staff and Volunteer Leaders
  22. 22. Engagement Opportunities• Planning • Release questionnaire/• Draft questionnaire/ conduct interviews interview questions • Interpret findings• Communication • Recommendations• Incentivize participation • Implementation • Evaluation
  23. 23. Strategy 2: Content Curation• What is it? – Sorting through vast amounts of content – Presenting it in a meaningful way – Organizing it around a specific theme• Why is it valuable? – We live in an era of content abundance – Content curation offers high value – Maximizes resources and builds community
  24. 24. Engagement Opportunities• Guest bloggers • Curated:• Executive briefs – Slide decks• White papers – Resource materials – Discussions• Social media feeds – Chat transcripts• YouTube videos – Question/answer• Articles/columns summaries
  25. 25. Strategy 3: Branding• Brands matter• Align customer expectations with extraordinary experiences• Special/unique qualities• Promote brand identity• Trust improves meeting attendance
  26. 26. Engagement Opportunities• Plan quality • Innovative brand education sessions – Clever name, logo and – Thought leaders tagline – Instructional strategies – Consistent graphics, shapes and colors• Intentional networking – Meeting value and brand – Meaningful connections promise
  27. 27. Strategy 4: Communication • Communication channels • Comprehensive, multi- media marketing • Education benefits, outcomes, testimonials • Number of touch points • Release strategy • Shared calendar
  28. 28. Engagement Opportunities• Channels • Roles – Newsletter/magazine – Interviewers – Blog/website – Writers – Social media – Editors – Online community – Posters – Direct mail – Reviewers – Email
  29. 29. Strategy 5: Transference • Past experiences • Learning task • Bridge theory with practice • Transfer task • Modified behavior • Teach others
  30. 30. Engagement Opportunities• Follow through • Remove barriers – 90-day window – Clarification – Practice scenarios• Offer support – Additional training – Proactive – Community • Celebrate successes – Responsive – Recognition
  31. 31. Five Education Strategies1. Job analysis2. Content curation3. Branding4. Communication5. Transference
  32. 32. Next Steps• Refine ideas – Action items – Resources – Completion dates• Implement ideas• Accountability – Partner/team
  33. 33. Community• Board members • Speakers• Components • Sponsors• Facilitators • Staff• Legislators • Thought leaders• Members • Vendors/suppliers• Regulators • Volunteer leaders
  34. 34. Final Thoughts• Write a separate strategic education plan• Education  Engagement  Loyalty  Membership  Return• Leverage/tweak current education programs/content first• Work smarter (Not harder!)• The secret to your success is intentionality• Implement a new strategy within 90 days
  35. 35. Housekeeping• Consultation discount: – aaron@eventgarde.com – Email within one week• Slide deck: – http://www.slideshare.net/aaronwolowiec – Available tomorrow morning
  36. 36. Discussion• What’s the biggest takeaway you’re leaving with today?• What strategy will you implement first?• What engagement best practices do you employ within your organization?• What additional resources would you like to share with participants?• What lingering questions do you have?
  37. 37. Aaron D. WolowiecMSA, CAE, CMP, CTA (616) 710-1891 aaron@eventgarde.com www.eventgarde.com

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