Top Social Solutions for Acquiring and Retaining Members in 2009


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A collaborative presentation with Small World Labs (date: 2/12/2009)

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Top Social Solutions for Acquiring and Retaining Members in 2009

  2. 2. <ul><li>privately-held company; founded in 2005 ; hq in austin, texas </li></ul><ul><ul><li>single focus on “building successful & vibrant on line communities” </li></ul></ul><ul><ul><li>social media veteran/pioneer </li></ul></ul><ul><li>150+ enterprise customers </li></ul><ul><li>small world labs buzz </li></ul><ul><ul><li>award winning technology including “best for” award from Inc. magazine </li></ul></ul><ul><ul><li>featured in publications, including : </li></ul></ul>WHO IS SMALL WORLD LABS?
  3. 3. Tough times Reality: Economic conditions are impacting associations across the board, both in mission and in membership.
  4. 4. <ul><li>But the news isn’t all bad. Union membership is on the rise! Why? </li></ul>
  5. 5. <ul><li>meet peers and expand personal network </li></ul><ul><li>collaborate and communicate </li></ul><ul><li>knowledge share </li></ul>social media creates an environment where your users can congregate to: WHAT IS SOCIAL MEDIA?
  6. 6. Hmmm..sound familiar?
  7. 7. With social media Associations become… <ul><li>super connectors </li></ul><ul><li>hub and catalysts for conversations </li></ul><ul><li>fuel for outreach beyond the traditional boundaries </li></ul>
  8. 8. <ul><li>Decade of association experience </li></ul><ul><ul><li>Membership development marketing </li></ul></ul><ul><ul><li>Chair of GWSAE’s Emerging Leaders Group </li></ul></ul><ul><li>Account strategist with Convio </li></ul><ul><ul><li>Worked with both small & large nonprofits </li></ul></ul><ul><li>President, Gravit8 Social Relationship Marketing </li></ul><ul><li>Immersed in web solutions for over ten years…social media for last five years </li></ul>ABOUT CHRIS BAILEY
  9. 9. Social Solution #1 Connections The Tale of the Diabolical Directory “ A classic tale of obsolescence…” One association missed a crucial member need due to their cherished directory How? They merely transferred their paper directory to an online format What happened?
  10. 10. Social Solution #1 Online Community <ul><li>The Big WHY? emphasizes the value of association </li></ul><ul><li>The CHALLENGE </li></ul><ul><li>Offering members the ability to: </li></ul><ul><ul><li>Easily connect with like-minded peers </li></ul></ul><ul><ul><li>Long-term relationships that have value </li></ul></ul><ul><li>Utilizing talents within your membership </li></ul>
  11. 11. <ul><li>Share personal information </li></ul><ul><li>Exchange contacts </li></ul><ul><li>Highlight their own skills and expertise </li></ul>Online Communities allow your members to: The Value of Connections:
  12. 12. <ul><li>community users remain customers 50% longer than non-community users. </li></ul>Source: AT&T, 2002
  13. 13. NEXT STEPS: Online Communities <ul><li>begin with the ‘end’ in mind… business goals drive community goals </li></ul><ul><li>put together a business plan for the community </li></ul><ul><li>grow your technology with the community as they request new features – helps build credibility and ties you into the community needs </li></ul>
  14. 14. Social Solution #2 Conversations The Tale of the Alarming Loudspeaker “ A woeful tale of one-way communication…” One association’s consistent approach to keep doing what it’s always done How? A continuation of old practices like brochure website and outbound-focused publications What happened?
  15. 15. Social Solutions #2 People-Powered Communications <ul><li>The Big Why </li></ul><ul><li>Promote more a deeper sense of efficacy amongst your members </li></ul><ul><li>The Challenge </li></ul><ul><li>Creating ways to encourage actual dialogue </li></ul><ul><ul><li>Member-to-Member </li></ul></ul><ul><ul><li>Member-to-Association </li></ul></ul><ul><ul><li>Member-to-Society </li></ul></ul>
  16. 16. <ul><li>Personalize value of their membership </li></ul><ul><li>Collaborate with other members </li></ul><ul><li>Share and collect business ideas </li></ul>Personally-powered communications that allow your members to Value of Connections:
  17. 17. <ul><li>Online comments by users are second only to offline WOM in purchase influence </li></ul>Source: Rubicon Consulting, October 2008
  18. 18. NEXT STEPS: People Powered Communications <ul><li>Prep legal , executive team, and Board for the issues you’ll face like dissent, trolling, etc. </li></ul><ul><li>Develop strategy for engaging in conversation </li></ul><ul><li>Build structure to stay </li></ul><ul><li>involved . That means identifying staff responsible for communications. </li></ul>
  19. 19. Social Solution #3 Outreach The Tale of the Abominable Advertisement “ A terrifying tale of mass media mayhem…” One association’s noble intention: to spread the word about the benefits of their profession How? Via billboards, nationally televised PSAs, a Got Milk -like ad campaign What happened?
  20. 20. Social Solution #3 Outreach <ul><li>The Big Why </li></ul><ul><li>Social Networks are growing rapidly at the expense of broadcast and print </li></ul><ul><li>The Challenge </li></ul><ul><li>Generating awareness at a grassroots level </li></ul><ul><li>Enabling members to actively recruit and advocate for you association </li></ul>
  21. 21. <ul><li>Peer-to-peer communications </li></ul><ul><li>Trusted reputation </li></ul>Existing external networks that leverage your members’: Value of Outreach:
  22. 22. <ul><li>75% of online users 18-24 years old and 50% of 24-35 year olds online have joined a social network. </li></ul>Source: eMarketer, 2009
  23. 23. NEXT STEPS: Outreach <ul><li>Determine where your members already hang out online </li></ul><ul><li>Build your presence, not just through posting content but through commenting </li></ul><ul><li>Make it easy for your members to share content </li></ul>
  24. 24. <ul><li>Cultivate Structure </li></ul><ul><li>Be Patient </li></ul><ul><li>Experiment and Measure </li></ul>Some Final Keys
  25. 25. Sam Eder [email_address] @sameder Chris Bailey [email_address] @chris_bailey Thank You!