Supercharge your member referral program hl

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Supercharge your member referral program hl

  1. 1. Supercharge  Your  Member  Referral  Program  With  Social   Media     Presented  by   Sheri  Jacobs,  CAE   President  +  Chief  Strategist   Avenue  M  Group,  LLC     December  16,  2010  
  2. 2. Friends
  3. 3. FriendsTeachers
  4. 4. FriendsTeachers Experts
  5. 5. How  important  is  social  media  to  a  member  referral   program?  
  6. 6. Quick  Poll:  How  do  most  members  first  learn  about  your  organizaQon?  (select  one)  •  Referral  from  a  colleague  or  friend  •  Direct  mail  •  Email  •  PublicaQon  adverQsement  •  OrganizaQon’s  website  
  7. 7. Quick  Poll:  How  do  you  typically  spread  the  word  about  something  new  or  interesQng?  •  I  use  the  telephone  •  I  share  news  when  I  see  someone  in-­‐person  •  I  send  emails  •  I  update  my  profile  on  Facebook  or  LinkedIn  •  I  send  a  text  message  •  None  of  the  above  
  8. 8. Quick  Poll:  How  o[en  do  you  log  in  to  Facebook?  •  More  than  once  a  day  •  About  once  a  week  •  About  once  a  month  •  Less  than  once  a  month  •  Never  
  9. 9. Consider  this…  
  10. 10. Facebook  tops  Google  for  weekly  traffic WHY?  Source: Socialnomics by Erik Qualman
  11. 11. Facebook  tops  Google  for  weekly  traffic WHY?  Source: Socialnomics by Erik Qualman
  12. 12. 60  million  status  updates  daily “I had to be very persistent to download the Tech10 iPhone app. I hope it was worth it. Get it here” “Curious now that the Association Forum is charging to attend the Holiday Showcase - how low the attendance will be. #HSC2010”Source: Socialnomics by Erik Qualman
  13. 13. GeneraQon  Y  +  Z  consider  email  passé  Source: Socialnomics by Erik Qualman
  14. 14. Is  the  second  largest  search  engine  in  the  world  Source: Socialnomics by Erik Qualman
  15. 15. While  I’m  giving  this  presentaQon,  100  hours  will   be  uploaded  to  YouTube.  Source: Socialnomics by Erik Qualman
  16. 16. 25% of search resultsfor the world’s top20 largest brands arelinks to user-generated content!!
  17. 17. 25% of search resultsfor the world’s top20 largest brands arelinks to user-generated content!!
  18. 18. 34%  of  bloggers  post  opinions  about  brands  (organizaQons  +  their  products)   Source: Socialnomics by Erik Qualman
  19. 19. Source: Socialnomics by Erik Qualman
  20. 20. Source: Socialnomics by Erik Qualman
  21. 21. Source: Socialnomics by Erik Qualman
  22. 22. “We  don’t  have  a  choice  on   whether  we  DO  social   media,  the  quesQon  is  how   well  we  do  it.”     ~  erik  qualman  Source: Socialnomics.com
  23. 23. Step  1:  Find  out  who  is  loyal   and  why.  
  24. 24. The  UlQmate  QuesQon  1.  How  likely  are  you  to  recommend   membership  in  XYZ  AssociaQon?     (Scale  1  –  10)    2.  What  would  XYZ  need  to  do  to  change  your   posiQon?    3.  What  is  your  age  group?  Gender?  Work   selng?  Etc.   Source: Fred Reichhold,The Loyalty Effect  
  25. 25. Step  2:   IdenQfy  and  create   your  referral  incenQves  +  tacQcs.  
  26. 26. Moving  Members  to  AcQon:  2010  Benchmarking  Study  on  Member  Referral  Programs  •  100+  AssociaQons     •  66%  Professional  socieQes   •  26%  Trade  associaQons   •  8%  Hybrid  of  both    •  61%  have  a  budget  of  less  than   $5M    •  81%  use  a  referral  program  
  27. 27. Key  Finding  #1:  Tangible,  individual  rewards   are  the  most  commonly   used  incenQves.  
  28. 28. Key  Finding  #1:  Tangible,  individual  rewards   are  the  most  commonly   used  incenQves.  
  29. 29. Moving  Members  to  AcQon:  Rewards  
  30. 30. Key  Finding  #2:  The  most  effecQve  type  of   incenQve  is  an  “Exclusive   Club  for  Members  Who   Make  Referrals.”  
  31. 31. Key  Finding  #2:  The  most  effecQve  type  of   incenQve  is  an  “Exclusive   Club  for  Members  Who   Make  Referrals.”  
  32. 32. Moving  Members  to  AcQon:  Exclusivity   Chairman’s Club
  33. 33. Key  Finding  #3:  AssociaQons  are  constantly  reminding  members  about  their  program  using  online   +  offline  tacQcs.  
  34. 34. Key  Finding  #3:  AssociaQons  are  constantly  reminding  members  about  their  program  using  online   +  offline  tacQcs.  
  35. 35. Key  Finding  #3:  AssociaQons  are  constantly  reminding  members  about  their  program  using  online   +  offline  tacQcs.  
  36. 36. Moving  Members  to  AcQon:  Online  
  37. 37. Moving  Members  to  AcQon:  Offline  
  38. 38. Key  Finding  #4:  InvitaQons  to  live  events  +   loyalty  programs  were  rated  as  the  most  effecQve   tacQcs.  
  39. 39. Key  Finding  #4:  InvitaQons  to  live  events  +   loyalty  programs  were  rated  as  the  most  effecQve   tacQcs.  
  40. 40. Moving  Members  to  AcQon:  RecogniQon  +  rewards  are  important  •  76%  published  names  in  an     electronic  publicaQon    •  30%  gave  an  incenQve  valued   between  $100  -­‐  $249    •  11%  gave  an  incenQve  valued   between  $250  -­‐  $500    •  59%  gave  members  gi[  cards  
  41. 41. Case  Study  –  ABA  Referral  Program  
  42. 42. Case  Study  –  ABA  Referral  Program  
  43. 43. Case  Study  –  ABA  Referral  Program  
  44. 44. Case  Study  –  ABA  Referral  Program  
  45. 45. Case  Study  –  ABA  Referral  Program   •  AcQve  members  received  four  trial   membership  gi[  cards.     •  Asked  to  give  them  to  their   colleagues.     •  1,700  new  members  joined.  
  46. 46. TCMS  changed  its  prospect  member  kit. Or  visit     www.welcometotcms.com  
  47. 47. Step  3:  Launch,  track  and  measure  success.  
  48. 48. 11  Ideas  You  Can  Use  Immediately  to  Jump-­‐Start   Your  Member  Referral   Program.  
  49. 49. 1.  Tell  a  story  that  is  bigger  than  you.
  50. 50. 2.  Ditch  the  single  voice
  51. 51. 3.  Use  a  crowdsourcing  tool  -­‐  slinkset
  52. 52. 4.  Use  social  sharing  to  spread  the  word
  53. 53. 5.  I  Like  it!  Borrow  a  page  from  Facebook.
  54. 54. 6.  Create  a  VIP  Program  •  Offer  meaningful  freebies.    •  Create  a  special   membership  tag.    •  Create  in-­‐person  events   that  will  generate  buzz  via   texQng,  facebook  posts  or   tweets.  
  55. 55. 6.  Create  an  answer  box
  56. 56. 7.  Create  an  answer  boxMember-­‐generated  content  increases  sales  •  PETCO  ran  an  “Answer  This!”  contest.  •    Customers  were  awarded  for  answering  the  quesQon  first.    •  During  the  promoQon,  PETCO  saw:   •  358%  increase  in  answers   •  49%  increase  in  daily  quesQon  volume  •  Those  who  visited  the  Answer  Den  had:   •  100%  more  orders  per  session   •  72%  higher  conversion  rate   •  28%  more  items  ordered  
  57. 57. 8.  Let  members  see  progress Make  members   part  of  the  soluQon.       Share  the  results  –   good  or  bad.  
  58. 58. Engage  members  in  the  markeQng1.  Ask  members  to  review  events  and  post  real   comments  –  good  +  bad  online  2.  Invite  members  to  make  predicQons  about   the  future  –  and  share  it  3.  Interview  members    4.  Highlight  member  achievements  5.  Create  a  statement  from  the  community  6.  Ask  members  to  contribute  op-­‐ed  pieces  7.  Encourage  members  to  be  guest  columnists    
  59. 59. 9.  Be  unscripted  and  authenQcUse  candid  photos  and  unfiltered  comments.  
  60. 60. 10.  Create  an  “Unofficial  Handbook”
  61. 61. 11.  Turn  employees  into  brand  ambassadors#1  thing  people  talk  about  is  amazing  service.  
  62. 62. People don t read ads. They read what interests them and sometimes that happens to be an ad.
  63. 63. The last 7 words spoken by allfailed companies are…
  64. 64. But we vealways doneit that way.
  65. 65. Resources  •  Socialnomics  by  Erik  Qualman  •  The  Loyalty  Effect  by  Fred  Reichheld  •  199  ideas:  Powerful  Marke>ng  Tac>cs   That  Sell  by  Sheri  Jacobs,  CAE    Sheri  Jacobs,  CAE,  President  +  Chief  Strategist  Avenue  M  Group,  LLC    jacobs@avenuemgroup.com  T.    847.849.3396  

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