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Allan Nyhus: Engaging with a member base gone social


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As a large democratic member organization of 130.000 members, the Danish Society for Nature Conservation (DN), must at all times listen, involve and embrace its members. But with 130.000 members spread across Denmark, spread across interest, segments etc., that demands an ongoing and close relationship and dialog with the members. In the short run, it would be the easiest thing not to listen to and involve the members in the daily business of DN, but in the long run that could lead to estranged members not feeling sympathy or involvement with the cause of Danish Society for Nature Conservation.

There are many ways you could keep a close relationship with your members, but one of the most efficient ones, are the use of social media/collaborative tools and community management. DN has setup a wide spread social media community where everything from nature conservation, highways and new webpage is being discussed. The discussions, dialogues and conversations are between members of DN, employees in DN and often both. And both employees and members can be the facilitators of the groups in cyberspace. In these groups members of DN, from across the country are brought together to provide and bring value to DN. Out of our 130.000 members, around 2.000 of those interact and participate in our community. That may not seem much, but the 2.000 are again ambassadors for the 130.000.

In my opinion bringing your members close and involving your organization, can give your organization ideas, feed ownership among members, all in all providing the organization with a very innovative and engaged audience. Thus is collaboration and community management not a goal, but an important means to achieve a goal of embracing and involving your members in an innovative environment.

The members go from being passive non contributing members, to being involved and pro contributing social members.

In this presentation, I’ll will show you how DN organize the many engaged members, how we set up Podio and how we as employees get value from our members, trough social collaboration.

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Allan Nyhus: Engaging with a member base gone social

  1. 1. Do you value your social community? @allannyhus #jboye15 • Allan Nyhus • @allannyhus • CIO Danish Society for Nature Conservation
  2. 2. Social communities @allannyhus #jboye15 Question: Do you use a social based community like Yammer, Podio, etc.? No, it’s not relevant No, but we are considering it Yes In proces Andet Survey by Astrid Haug & Michael Christiansen,
  3. 3. • But we a doing focus grops and surveys once a year The world is changing every second
  4. 4. The future of organizations • The future organisation, is not even an organization • The future organization, is an unlimited movement – (in Unboss, by Lars Kolind/Jacob Bøtter) • The rise of network society – Manuel Castells – Castells was right • Networking society replacing/challenging the traditionel vertical society/hierachi • Social communities makes this possible
  5. 5. Network • In a network society, where traditional structured organizations are under pressure, what is your respond? • The answer is obviously social communites. WHY
  6. 6. Why is DN involving members in social communities? • Skabe fællesskab • Aktivere viden • Fastholde • Rekruttere @allannyhus #medlem14
  7. 7. Social communities in DN • Aprox. 200 workspaces • 95 take point in our organisation • 100 created by request from members • 2000 member, 300 active each week.
  8. 8. Creating community • Making it possible for people to find eachother – find like minded • Create ”rooms/spaces”, where people feel they get value correspoinding to their effort • Digital social communities as a means – not a goal @allannyhus #medlem14
  9. 9. Creating community DN Member/volunteer DN employee
  10. 10. Creating community DN Volunteer
  11. 11. Activate knowledge • Make people a recource • Can you involve your members/customers in the work of your organization? • Do your members posses qualifications/skills that can be activated in benefit of the organization? • If not, you just need to educate them • Danish Society for Nature Conservation is working on behalf of and presevering nature, and we are many doing it @allannyhus #medlem14
  12. 12. Activate knowledge DN Frivillig DN Frivillig
  13. 13. Activate knowledge DN ansat
  14. 14. Activate knowledge DN ansat DN Frivillig
  15. 15. Fastholde • Medlemmer og frivillige • Endnu kun stikprøver og tendenser: • I kommuner med aktive DN afdelinger, er vi bedre til at fastholde medlemmer og frivillige • De aktive DN afdelinger er generelt de mest aktive på DNs digitale platform @allannyhus #medlem14
  16. 16. Rekruttere • Rekruttering af frivillige • Fleksibel rekruttering udenom faste strukturer • Nye måder at være frivillig på • • Fredningstjek • #nypaatwitter  (sociale communites er midlet) @allannyhus #medlem14
  17. 17. Frivillig…gider vi det? • Ja – det gad 36% af danskerne i 2012 (samme som i 2004) • Derudover…. @allannyhus #medlem14
  18. 18. Hvor svært kan det være? • Vil din organisationen frivilligheden? – Har det en værdi at aktivere medlemmerne/frivillige? • Sekretariatet skal – Vælge system og yde support – Afsætte manpower – Skabe meningsfyldte aktiviteter – Facilitere digitale sociale fora • Og ja, det kan godt være svært….. – Ikke mindst internt @allannyhus #medlem14
  19. 19. Sociale medlemmer giver værdi • Hvis du skaber meningsfyldte aktiviteter for organisationens medlemmer - og understøtter det med digitale fora og professionel facilitering • så kan du – Skabe fælleskab – Aktivere ny viden – Fastholde – Rekruttere • Til gavn for din organisation • Digitale communities er midlet @allannyhus #medlem14
  20. 20. Tak og evt. spørgsmål? • @allannyhus • @allannyhus #medlem14