ASAE "Engaging Community" - Expanded Version
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Speech on how associations can use social technologies at American Society of Association Executives 2009 annual conference, August 17, 2009. These are an expanded deck that includes screenshots of the examples. There is another slideshare of the actual slides used at the conference
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ASAE "Engaging Community" - Expanded Version
- 1. Engaging Community In The Groundswell Charlene Li Altimeter Group August 17, 2009 For slides, send an email toslides@altimetergroup.com
- 2. What engagement often looks like today 2
- 3. Meet Dave Carroll Source: davecarrollmusic.com
- 5. Welcome to the Groundswell 5 When people get what they need from each other A power shift, catalyzed by social technologies
- 6. Technologies can be confusing Source: Wordle.net
- 7. It’s about the relationship
- 8. Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal
- 9. Goals define your strategy
- 10. Always start with Learn
- 11. Learn with monitoring tools
- 12. Radian6 enables learning organizations
- 13. Dialog with your community
- 14. How do you join a conversation? Source: http://www.flickr.com/photos/asaecenter
- 17. NAA dialogs with members via a blog 17 http://www.naahq.org/blog
- 18. And whereever members may be 18
- 19. And on three Twitter accounts 19
- 20. Red Cross engages in many channels 20 21 Chapter blogs so far
- 21. Social Media handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook
- 22. Provides training for “Red Crossers” http://sites.google.com/site/wharman/social-media-strategy-handbook
- 23. Red Cross engages fans too
- 24. Help your members support each other
- 25. IEEE supports members support each other
- 26. ALA uses private communities to help 62,000+ members 1,300+ groups http://connect.ala.org/
- 27. Goals define your strategy
- 28. Starbucks innovates across the organization
- 29. Getting started What’s stopping you? “We don’t have the time, money, or people.” “People will abuse it.” “Our boards/volunteers are short-term focused.” “IT/Legal won’t let us.” “I’m afraid of losing control.”
- 31. Find the points of engagement
- 32. Show whatthe competition does
- 35. Internal Twitter (e.g. Yammer)
- 37. Deal with different mindsets Find the “moments of truth” and “moments of crisis” for each mindset
- 38. #3 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals
- 40. Higher order metrics to consider Net Promoter Score How likely are you to recommend this to someone you know? Lifetime Value Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV)
- 41. #4 Fail fast, fail smart Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable mistakes. 36
- 42. Wal-mart failed many, many times
- 43. Buyer blog hit the right note
- 44. #5 Give up the need to be in control Photo: Kantor, http://www.flickr.com/photos/kantor
- 45. Deciding how open to be 40
- 46. How to give up control and be in command The Sandbox Covenant
- 47. Summary Focus on the relationships, not the technologies Start by learning from the conversations Foster the right amount of openness in your organization
- 48. Thank You Charlene LiAltimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli For slides, send an email to slides@altimetergroup.com 43 Copyright © 2009 Altimeter Group
Editor's Notes
- Engaging Community and Celebration of the ProfessionBlogs, Facebook, YouTube, and Twitter. These may be buzz words to you, but for millions of people they are the foundation of their online experiences. Learn how associations are tapping into the power of social technologies to reach, engage and mobilize their members, and leave with a “to do” list on you to get started with your organization. Associations – you have something special, people are members, trustees, or volunteers because they are passionate about the purpose and mission of your association. You draw together like-minded people who come together to accomplish great things. This is a huge advantage when you think about engaging a community – unlike businesses where communities are frequently made up of disgruntled customer or employees. But I see a problem with the way that many organizations are engaging with their communities. As yesterday’s keynote speaker Gary Hamel pointed out, many organizations today are not built with human beings in mind. In many ways, I see the same thing happening with the way you are engaging with your communities.
- Engaging a community has typically meant creating and polishing a message that will result in an action. And you push, nay, SHOUT it out. And if they didn’t hear it and act on it the first time, you shout it again, with greater frequency and greater reach. Worst of all, you can’t see the people behind these messages. It’s been so crafted and controlled, that the people are beaten out of them. Worse, when they are shouting they can’t listen. Here’s an example.
- He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.
- http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.
- When you think of social technologies, you often think about these buzzwords. But that’s not what is important. What is important is relationships and the connections that are made with them. But there’s an upside, if you know how to tap into the power of the Groundswell. Here’s the secret. It’s about the relationships
- The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
- Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?
- http://www.naahq.org/blogCase study: http://associationsocialmedia.com/index.php?title=National_Apartment_Association
- http://www.linkedin.com/groups?gid=1141097http://www.facebook.com/pages/National-Apartment-Association/31597994711http://www.youtube.com/NAAhqVideoshttp://www.naahq.org/memberonly/apartmentology/Wiki%20Pages/Home.aspx
- They do this with minimal staff – it’s part of their everyday outreach to members, and it even helps them scale. http://twitter.com/NAAStudentConfhttp://twitter.com/NAAGreenConfhttp://twitter.com/NAAEduConf
- http://blog.redcross.org/
- Question: think of the possibilities for your organization. How could you achieve dialog at scale? What language do you need to learn at this virtual cocktail party? How important is it for you to control your members and volunteers, versus empowering them to carry your message?
- http://www.facebook.com/group.php?gid=2204806498&ref=search
- http://connect.ala.org/
- Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.Gary Hamel – innovation is important
- Show the current dialog Find the points of engagementShow whatthe competition doesCreate a community “Facebook Fridays”Internal Twitter (e.g. Yammer)Indulge a personal passion
- http://flickr.com/photos/kantor/2279534438/