2009: The Year Of Engagement


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Your organization has a new Facebook page with frequent Twitter updates, a YouTube channel, and every virtual bell and whistle imaginable to build your social presence. So…how do you encourage member engagement? Discuss strategies for bringing your community to life by leveraging easy-to-use tools that will take your social platform to the next level. Walk away with ideas to recognize and reward your most engaged members, generate even more viral engagement, and ultimately improve member retention.

Andy Steggles, Chief Information Officer, Risk & Insurance Management Society, Inc. (RIMS)

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  • Handout materials you provide will be available online for attendees here: http://www.asaeannualmeeting.org/handouts.cfmupload them:http://www.asaeannualmeeting.org/speaker_service_center.cfm
  • Retooling your Association Social Networking can give your members new and innovative ways ofconducting member business through:Creating new generation member directories Forming affinity groups for members Sharing webinars and on-line presentations Addressing members expectations Attracting new members
  • They have launched a program that asks Alumnae of the sorority to pay dues voluntarily to help the sorority and the younger girls financially. When an alum pays, they get this badge on their Profile.  This is a very visible reward for donating, in a very social organization.   Another idea for our clients to make money using our system.
  • What do we mean by engagement?Attract and entice conversation on lineCommunicate and connect with your membersAddress your members expectations
  • Of course engagement opportunities have limited usefulness without the ability to measure and reward. This is where an Engagement Center will become very useful. Assuming your selected social platform is able to track all the available activities associated with these new social technologies you now have the opportunity to tie them into your mission and vision statement. For example, if you worked for AAA, then your mission might be to promote safer roads. With such a broad mission, one key area of opportunity would be to flood the search engines with content that supports your mission. In this instance, blog creation would be high on your social strategy agenda. A comprehensive engagement center allows you to view your social engagement activities and assign point values to each.
  • 2009: The Year Of Engagement

    1. 1. 2009: The Year of Engagement<br />Andy Steggles<br />CIO, RIMS<br />andy@steggles.com <br />Connecting Great Ideas and Great People<br />
    2. 2. Engaging in a big, big world<br />Currently there are 118.2 million blogs and growing<br />Public social media websites such as Facebook add on average<br /> 250,000 new users each day<br />Across the world, activity in &quot;member communities&quot; accounts for one in every 11 minutes spent online.<br />Unique visitors to Twitter increased 1,382% in one year, from 475,000 unique visitors in February 2008 to 7 million in February 2009<br />
    3. 3. Agenda<br />Social Web 101 – Public vs. Private – Benefits of Private<br />Member Demographics as part of your social strategy<br />Profile “Completeness” <br />Chapter/Component Social Strategy<br />Quest for more data: Need updated profiles – good for everyone – demographics are key<br />Viral Engagement<br />Personal Professional URLs<br />Definition of Engagement<br />Engagement Generator Tool <br />Engagement Points<br />Example website which utilizes social media<br />
    4. 4. Housekeeping Items<br /><ul><li>Switch on your blackberries and cell phones
    5. 5. Use your computers
    6. 6. Talk to each other
    7. 7. Session specific Tag: #asae09 LS1
    8. 8. Annual Meeting Hub at http://asae09.org</li></ul> = Presentation 2.0<br />
    9. 9. Social Web 101<br />What is the social web?<br />Social Media<br />Social Networking<br />Public vs. Private – Pros and Cons<br />
    10. 10.
    11. 11.
    12. 12.
    13. 13. Demographics<br />
    14. 14.
    15. 15. Editing a Demographic Item<br />
    16. 16. Profile “Completeness” <br />Member Demographics as part of your social strategy<br />Profile “Completeness” <br />what elements should it consider? <br />Weighting?<br />Reporting<br />Include Your Components<br />
    17. 17. Completeness Reports<br />Total Average Completeness of<br />Communities (Chapters, Committees etc.)<br />Members vs. Non-Members<br />
    18. 18. Ranking of Chapters<br />Create a Competition<br />Chapter AwardsProgram<br />
    19. 19. Chapter/Component Social Strategy<br />Centralize<br />Single Source Social Network<br />Give them measuring tools – overall community engagement<br />Meetings<br />Speaker Profiles<br />Centralized Meeting Data<br />Member/Non-Member Rates<br />
    20. 20.
    21. 21.
    22. 22.
    23. 23. Viral Engagement<br />In-person Word of Mouth<br />Online Word of Mouth (refer a friend)<br />Viral Applications<br />Member get a Member<br />Mentoring<br />Refer a Friend<br />Tell them<br />
    24. 24. Member-Get-A-Member/Mentoring<br />
    25. 25. Member-Get-A-Member<br />Step 1:<br />
    26. 26. Member-Get-A-Member<br />Step 2:<br />Pay it Forward!<br />
    27. 27. Mentor-Me-Mentor-You<br />
    28. 28. Mentor-Me-Mentor-You<br />Step 2:<br />Pay it Forward!<br />
    29. 29. Mentor-Me-Mentor-You<br />Step 3: Matching Summary<br />
    30. 30. Mentor-Me-Mentor-You<br />Step 4: CONNECT…<br />
    31. 31. Pay It Forward<br />What else could Pay It Forward?<br />Everything…<br />
    32. 32. (Personal) Professional URLs<br />Motivate members to include in their email signature<br />Trackable Demographics<br />Facilitated World of Mouth<br />
    33. 33. Definition of Engagement is Changing<br />No longer limited to the traditional offline world<br /><ul><li>Chapters
    34. 34. Volunteer Role
    35. 35. Attendance
    36. 36. Events
    37. 37. Annual Conference
    38. 38. Workshops
    39. 39. Committees
    40. 40. Position
    41. 41. Length Served
    42. 42. Bylaw Voting
    43. 43. Survey Participant</li></li></ul><li>Return on Engagement<br />Return on Engagement or how members, constituents and donors respond <br />to various initiatives, through retention, donations and active participation.<br />What triggers emotion within a target audience to ultimately cause<br />engagement?<br />Is ROI an accurate measurement?<br /><ul><li>Social vs. Media
    44. 44. Media = impressions, response rates, website visits
    45. 45. Social = quality and depth of relationships
    46. 46. Need to see concrete results</li></li></ul><li>RIMS Engagement Strategy<br />Identify Goals<br />Find your Creators<br />Challenge your Creators<br />Thank and Reward<br />
    47. 47. Engagement Strategy: Identify Goals<br />What do you want to achieve? <br />Does it align with your mission etc.<br />Advocacy<br />Increase Retention<br />Improve Member Satisfaction<br />More?<br />
    48. 48. Engagement Strategy: Find Your Creators: EngagementOmiter<br />
    49. 49. Engagement Strategy: Import Activity<br />
    50. 50. Challenge Your Creators (strategically)<br />Don’t just send them all a blast email<br />Flag each individual with their highest engagement type <br />If someone has submitted an abstract submission but is also an author of a magazine article, flag them as “Magazine Publisher”<br />Put into manageable groups (50 per time) and schedule the blast emails to them<br />Ensure emails are personalized based on their engagement type<br />
    51. 51. Thank and Reward<br />What happens after someone has posted their first blog? (usually, very little)<br />Set expectations and encourage them to continue to “build their brand”<br />Show them recognition and others being recognized<br />Feature Bloggers in Printed Periodical<br />Digital Ribbons/Printed Ribbons<br />Professional Profile Brand Awareness<br />Home Page Recognition<br />
    52. 52. Recognition: Phi Sigma Sigma<br />
    53. 53. Digital Ribbons<br />Community Ribbons (Chapters etc.)<br />Individual Recognition (award winners)<br />Engagement Recognition<br />Activity Based Recognition<br />
    54. 54.
    55. 55. Ribbon Management – How does it work?<br />Community Ribbons<br />
    56. 56. Ribbon Selector<br />
    57. 57. Ribbon Creation<br />
    58. 58. Engagement Points<br />What are they?<br />How do they work?<br />Is Contributor vs. Non-Contributor<br />What do points make?<br />Social Networking = Member Engagement = Improved Member Retention<br />
    59. 59. Popularity Redefined<br />The Tangible Metrics<br /><ul><li>Rumored Google Number</li></ul>Wiki Glossary <br /><ul><li> Measuring edits and number of character differences for updates</li></ul>Content Management<br /><ul><li> Posting new content or editing a page which is a wiki</li></ul>Directory 2.0<br /><ul><li> Add friend, create a group, viewing profiles etc</li></ul>Resource Library<br /><ul><li>Adding files to share, downloading and rating</li></ul>Blogs:<br /><ul><li>Created a blog
    60. 60. Rated a blog
    61. 61. Commented on a blog
    62. 62. Rated a comment on a blog
    63. 63. Shared blog
    64. 64. Emailed to a friend</li></ul> <br />eGroups:<br /><ul><li>  Posted
    65. 65. Replied to Sender
    66. 66. Replied to eGroup
    67. 67. Viewed
    68. 68. Forwarded to a friend</li></li></ul><li>Example of Point Values<br />*Notice how the “Forward to a friend” activity has been assigned a unusually high point value.<br /> This is because it has been recognized that each instance of this activity might generate a new prospect<br /> (since the email address of the person it is being forwarded to is being recorded).<br /> Home eGroups Blogs Directory Wiki Resource Library<br />Engagement Point Center<br />
    69. 69. The Numbers<br />
    70. 70. The Engagement Aggregates<br />
    71. 71. Example: http://test.nysaenet.org<br />
    72. 72.
    73. 73.
    74. 74. Social/Viral Applications<br />Business Sheep Throwing<br />What type of apps are viable viral apps?<br />Mentoring Applications<br />Salary Surveys<br />Industry Benchmark Surveys<br />Note: mostly research related<br />Public vs. Private Platform Apps<br />Public – Get-A-Member (no accountability)<br />Private – Industry Benchmarks, Award Nominations, Competitions (accountability)  <br />
    75. 75. Sample Business Social/Viral App<br />http://apps.facebook.com/areyoupaidenough/<br />
    76. 76. Refer a Friend<br />http://apps.facebook.com/areyoupaidenough/<br />
    77. 77. View Benchmark Results (real time)<br />http://apps.facebook.com/areyoupaidenough/<br />
    78. 78. Contact Information:<br />Andy Steggles<br />CIO, RIMS<br />Websites:www.RIMS.org<br />Andy Steggles<br />Chief Operating Officer<br />Higher Logic, LLC<br />Tel: 917.664.7218<br />andy@higherlogic.com<br />www.HigherLogic.com<br />Connecting Great Ideas and Great People<br />
    79. 79. Bonus Slides<br />
    80. 80. Viral/Social Applications on Private Platform<br />
    81. 81. RIMS Case Study <br />Source : Forrester Research/Groundswell<br />Creators: Publish Blog, Upload Own Video/Audio<br />Critics: Post Ratings/Reviews of products; comments on other’s blogs<br />Collectors: Use RSS Feeds, Voting on sites like Digg<br />Joiners: Maintain Profile on social networking site<br />Spectators: Read Blogs, Watch Video/Audio from other users<br />Inactives: Do not create or consumer any social media<br />
    82. 82. RIMS –The Results<br /> <br /> <br />Note: The average age of a RIMS member is currently 49 years.<br />Finding: Need to incentivize the creators<br />
    83. 83. Exit Strategy<br />Who blogs for your association?<br />Person or Org?<br />What happens when the person leaves?<br />Who owns the brand?<br />Is it transferrable?<br />Ideal Solution is to have a person write the blog under a corporate brand Example:<br />“Risk vs. Reward” by Andy Steggles… but when Andy leaves, it is still “Risk vs. Reward” but by Mark Smith<br />
    84. 84. Engagement Central<br />Social Networking is powerful, but need to measure and reward<br />Tie in measurements to mission and vision statement<br />Ability to assign point values for activities<br />