Cultivating value for a network, within a network and why we all need to practise a little imagination in envisaging a future for the Web.

1. Association Models for the
Network Age

2. Objective
How to connect to, engage and create
value for “next generation” executives
within member companies…
2

3. Session Agenda
We’re going to power through:
1. Semantics and scope
2. Social platforms – how they’re evolving
3. Active perspective (mindset of “next generation”)
4. Value exchange – platform and participant
5. Network structure
6. Network health
7. Social behaviours
8. Mobile & ambient data
9. Perceived challenges
10. Discussion
3

4. Interpretation
Best-in-class marketing in a digital age
Building bridges between:
In addition to nurturing relationships between different member types
4
Members Association
Management Leadership
Individuals Communities
Millennials Baby Boomers, Gen Xrs

5. But….
No instant mix or fix
Optimal experiences cater to
audience
Anything that can be easily
packaged, can be easily copied
5

6. Semantics and Scope
6

7. Association Networks
CEO Share Group
The Web
7
In today’s discussion we’re
looking at nested networks. Our
association networks within this
CEO Share Group, in the context
of the World Wide Web

8. Social Media Semantics
“Social Media is an
insidiously
convenient
oxymoron.”
Phil Adams, Blonde Digital
http://philadams.co/2011/04/drowning-kittens-is-bad-but-its-hard-
not-to-drown-kittens-when-drowning-kittens-is-so-damn-
convenient/
http://forrester.typepad.com/groundswell/2009/04/why-social-
media-sucks.html
8
Adams continues:
“To be more precise it’s the “media” in social media that
sucks. Social is unequivocally good.
Media = something you pay for
Media = paying for eyeballs allows you to control your
message
Media = one way and one-to-many broadcast
Media = event-based content with long lead times
Social Media is a very convenient industry shorthand,
but it can lead to anti-social behaviours:
Social = something you don’t pay for
Social = not just accepting loss of control, but planning
for and embracing it
Social = dropping the “on-message” mindset
Social – two-way, one-to-one, many-to-many and
personal
Social = continual, rapid, real-time interactions with
very, if non-existent, lead times”

9. Mutation in Evolution
“The Web is more a social creation than
a technical one. I designed it for social
effect – to help people work together –
and not as a technical toy. The ultimate
goal of the Web is to support and
improve our weblike existence in the
world. We clump into families,
associations and companies. We develop
trust across miles and distrust around
the corner.”
Tim Berners-Lee, Weaving the Web
(Harper)
9
The Web was designed to be
social, but the emergence of
walled gardens like Facebook
have distorted and mutated the
vision so we now isolate “social”
within our digital investment.

10. Bridge-Building
“You can’t think about social media
in a silo anymore …
A social media manager has to
bridge the gaps and discover new
efficiencies so that each department
in a company can communicate with
consumers and other businesses.”
Dipayan Gupta, head of social media at New York Life
Insurance Company
http://digiday.com/brands/turn-the-social-media-
manager-grows-u/
10
“Twenty-something social butterflies with always-
on creative minds, mobile connections and a knack
for copywriting and Photoshop are still great assets
but no longer represent the typical community
manager,” said Nathaniel Perez, global head of
social at agency SapientNitro.
“Instead, we are seeing more seasoned, multi-
disciplinary professionals, who have embraced
digital media from many angles, have a few
communication crises or trophies under their belt
and work well as true managers across the
business disciplines social touches.”

11. 11
We’re somewhere here
at the moment….
But the sweet spot is where we can
fluidly socialize our content, guided by
confident vision and metrics map

12. 12
Thinking about how we
actually frame “next
generation networking”
“Always design a thing by considering it in its next
larger context – a chair in a room, a room in a house, a
house in an environment, an environment in a city
plan.”
Eliel Saarinen
(Finnish architect famous for art nouveau buildings)

13. 13
Take the time to talk to your members
and customers about where they “hang
out” online; personally and
professionally (as much as they want to
share.) Understanding what mobile
platform/OS they use & how they engage
with specific apps will also be helpful.
Reach out to investigate the real
issues that keeping your
association members up at night.
How can you facilitate
conversation that will add value?
There are many ways to convey a point.
Perhaps we combine print DM pieces
with extended online content. Perhaps we
use (short) video clips of charismatic
personalities to communicate complex
messages. Experiment with content types
and track engagement.
There is a technology solution
for almost anything these days,
so think about where the
biggest information gaps are
and then we can explore the
technical implementation.

14. 14

15. Social Platforms
Mapping Adaptation
15
There is no point trying to second-
guess which platform will dominate
and how to adapt your business to a
specific environment. (Forced)
Better to focus on platform acquisition
trends and invest in innovative
content production, which if
successfully presented to the right
audience (up to you to identify) will
generate conversation organically.

16. Trends
Personalization
Platforms seeking to increase share of attention, by ensuring news feeds are
personalized
Implicit and algorithmic
Diversification
As Facebook grows, features become apps and apps become channels
Monopolization of certain digital territories
Expansion into foreign territory
Commercialization
All social platforms now funded by advertising
Innovation in analytics and content delivery
16

17. Over 50 acquisitions in the last 9 years.
98% ownership of all photo-sharing apps
Think identity platform over network
1000 different versions of Facebook live at any one time
Facebook has to choose between 1500 possible posts to show at the top of your news feed
17
Facebook has arguably
outgrown the definition
of “social network”

18. 18
If personalization is
important to ALL
mainstream social
platforms – it’s safe to
assume it should also be a
strategic theme in our
marketing strategy

19. Parakey * ConnectU * FriendFeed * Octazen *
Divvyshot * Friendster patents * ShareGrove *
Nextstop * Chai Labs * Hot Potato * Drop io *
Rel8tion * Beluga * Snaptu * RecRec * DayTum *
Sofa * MailRank * Push Pop Press * Friend.ly *
Strobe * Gowalla * Instagram * Tagtile * Glancee *
Lightbox.com * Karma * Face.com * Spool *
Acrylic Software * Threadsy * Atlas * Osmeta * Hot
Studio * Spaceport * Parse * Monoidics * Jibbigo *
Onavo * Sportstream * Little Eye Labs * Brance *
WhatsApp * Oculus VR * ProtoGeo Oy * Pryte 19
Facebook acquisitions by company name.

20. Offline applications/Web OS * Social networking * Social networking
aggregator * Contact importer * Photo management * Intellectual
property/patents * Private conversations/Forums * Travel recommendations
* Internet applications * Check-ins/status updates * File hosting and sharing
* Domain name * Mobile advertising * Group messaging * Mobile app
developer * Computer vision * Information graphics * Software design *
Email prioritization * Digital publishing * Social casual Q&A service app *
HTML5 mobile apps, SproutCore * Location Based Service * Photo sharing *
Customer loyalty app * Social discovery platform * Photo sharing * Social
gifting * Face recognition platform * Mobile bookmarking and sharing
content * RSS app Pulp and secure database app Wallet * Threadsy is a
social aggregator, Maker of social marketing tool Swaylo * Atlas advertiser
suite * Mobile software * Design agency * Cross-platform game framework *
Mobile app backends * Automatic verification software * Speech translation
app * Mobile analytics * Sports conversation analysis * Performance analysis
and monitoring tools for Android * Web conversation platform * Mobile
instant messaging * Virtual reality technology * Fitness tracking app Moves
Facebook acquisitions by company type.

21. “The company's researchers decided
after tweaking the content of peoples'
"news feeds" that there was "emotional
contagion" across the social network, by
which people who saw one emotion
being expressed would themselves
express similar emotions.”
21
This should concern us all, but action will always be
more productive than protest.
Better to beg forgiveness than ask permission….
http://www.theguardian.com/technology/2014/jul/02/facebook-
apologises-psychological-experiments-on-users
http://psychcentral.com/blog/archives/2014/06/23/emotional-
contagion-on-facebook-more-like-bad-research-methods/

22. Values of n * Mixer labs * Atebits *
Cloudhopper * Smallthought Systems *
Fluther * TweetDeck * AdGrok * BackType *
Bagcheck * Julpan * Whisper Systems *
Summify * Dasient * Posterous * Hotspots.io
* RestEngine * Nclud * Vine * Crashlytics *
Bluefin Labs * Ubalo * Lucky Sort * Spindle
Labs * Locomatix * Marakana * Trendrr *
MoPub * Gnip * Namo Media *
TapCommerce * SecondSync * Cover
Twitter acquisitions by company name
http://www.out-law.com/articles/2014/february/tech-acquisitions-in-2014/

23. Deja * Outride * Pyra Labs * Netonic Software * Applied Semantics * Kaltix * Sprinks Genius Labs * Ignite
Logic * Picasa * ZipDash * Where2 * Keyhole * Urchin Software Coporation * Dodgeball * Akwan
Information Technologies *Reqwireless * Current Communications Group * Android * Skia * Phatbits *
allPAY GmbH * bruNET GmbH * dMarc Broadcasting * Measure Map * Upstartle * @Last Software *
Orion * sWeb Technologies * Neven Vision Germany GmbH * YouTube * JotSpot * Endoxon * Adscape *
Trendalyzer *Tonic Systems * Marratech * DoubleClick * GreenBorder * Panoramio * FeedBurner *
PeakStream * Zenter * GrandCentral * ImageAmerica * Postini * Zingku * Jaiku * Omnisio * TNC * On2 *
reCAPTCHA * AdMob * Gizmo5 * Teracent * AppJet * Aardvark * reMail * Picnik * DocVerse * Episodic *
PlinkArt * Agnilux * LabPixies * BumpTop * Global IP Solutions * Simplify Media * Ruba.com * Invite
Media * ITA Software * Metaweb * Zetawire * Instantiations * Slide.com * Jambool * Like.com * Angstro *
SocialDeck, Inc. * Quiksee * Plannr * BlindType * Phonetic Arts * Widevine Technologies * eBook
Technologies * SayNow * Fflick * Zynamics * BeatThatQuote.com * Next New Networks * Green Parrot
Pictures * PushLife * TalkBin * Sparkbuy * PostRank * Admeld * SageTV * Punchd * Fridge * PittPatt *
Dealmap * Motorola Mobility * Zave Networks * Zagat * DailyDeal * SocialGrapple * Apture * Katango *
RightsFlow * Clever Sense * TxVia * Meebo * Quickoffice * Sparrow * WIMM Labs * Wildfire Interactive *
VirusTotal.com * Nik Software, Inc. * Viewdle * Incentive Targeting Inc. * BufferBox * Channel
Intelligence * DNNresearch Inc. * Talaria Technologies * Behavio * Wavii * Makani Power * Waze * Bump
* Flutter * FlexyCore * SCHAFT, Inc. * Industrial Perception * Redwood Robotics * Meka Robotics *
Holomni * Bot & Dolly * Autofuss * Boston Dynamics * Bitspin * Nest Labs, Inc * Impermium * DeepMind
Technologies * SlickLogin * spider.io * GreenThrottle * Titan Aerospace * Rangespan * Adometry *
Appetas * Stackdriver * MyEnergy * Quest Visual * Divide * Skybox Imaging * mDialo * Alpental
Technologies * Dropcam * Appurify * Songza * Twitch (unconfirmed)
Google acquisitions by company name
http://www.forbes.com/sites/insertcoin/2014/05/19/why-google-buying-twitch-is-an-unsettling-thought/
http://www.out-law.com/articles/2014/february/tech-acquisitions-in-2014/

24. Mspoke * ChoiceVendor * CardMunch *
Connected * IndexTank * Rapportive *
SlideShare * Pulse * Bright
LinkedIn can be a very useful platform, but it’s the
least innovative out of all the mainstream social
platforms and hopefully not the bar in terms of
professional social networks.

25. Role (for the brand) Specifically Metrics
Facebook Social equity/acquisition
Social authentication
Inspiration
Relationship building
Data acquisition
Referral to website
Customer service
Shares
Comments
Post Likes
Page Likes
Twitter Social equity/acquisition
Social networking
Relationship building
Customer service
Referral to website
Followers
Retweets
Favourites
Mentions
Instagram Social media/content
Social equity
Content curation/hub
Mainstream creator channel
Content for website and other social platforms
Followers
Favourites/
Pinterest Social media/content
Social authentication
Inspiration for retail
Referral to website
Followers
Repins
Likes
Google+ SEO
Social networking*
Content hub
SERP support
Content optimization for slightly different audience
Hangouts
Followers
Shares
+1s
YouTube Social media Content hub Subscibers
Shares
Likes (and dislikes)
% of complete plays
Views
LinkedIn Social networking
Social equity/acquisition
Thought leadership
Relationship building
Lead generation
Customer service
Followers
Shares
Views
Comments
Likes
We don’t have to build
extensive communities on
every social platform.
Some social platforms
may be better as content
hubs (YouTube, Vimeo,
Flickr, Pinterest), some
may help with SEO
(YouTube, Google+,
Twitter), some may help
us generate content
(Instagram, Storify) and
some may be better for
lead generation,
relationship building and
contact acquisition (FB,
Linkedin).
Platform role and metrics
should probably be
reviewed every six
months.

26. Active Perspective
26
“Social networking” isn’t defined or
restricted to the imagination of
boys in the Valley.

27. Imagination Before Implementation
Intuition + insight
Social structure is not defined by existing social platforms
Next generation means actively shaping existing
environment
27
Worry about what’s relevant,
not what’s possible.
Assume that “Digital” can do
anything, so it’s up to you to
decide what superpower
would be helpful.

28. “What holds us back from
thinking creatively is an
obsession in the world with
analytical thinking.
What we need to do is
combine the best of
analytical thinking, which
produces consistent,
replicable outcomes, with
intuitive thinking, which
produces new outcomes.
Think about how you think.”
28
From interview with Roger
Martin (Rotman School of
Management) in Porter's
flight magazine.

29. Investing in (the right) “Insights” Averages should never be taken at
face-value. Social behaviors must
be aligned with brand values.
29
Some examples of banal social “insights”
that get pumped out online.

30. Active Participation in Future of the Web
“There's a lot of work underway now in developing
open-source, interoperable, and encrypted versions of
social media, in response to the increasing
authoritarianism and state collaboration of existing
walled-garden media.”
Kevin Carson, a senior fellow at the Center for a Stateless Society and contributor to the P2P
Foundation blog
30
Remember Facebook is rented space and largely redundant as a content repository. As a “walled-garden”
- it’s not indexed by Google either, so don’t expect to grow your membership here unless you invest in a
media buy.
Accessibility to information should be our primary focus
http://www.elon.edu/e-web/imagining/surveys/2014_survey/2025_Internet_Looming_Threats.xhtml
http://www.webat25.org/news/tbl-web25-welcome
http://blog.p2pfoundation.net/

31. The Importance of Vision
“Visions matter. Visions give
people a direction and inspire
people to act, and a group of
inspired people is the most
powerful force in the world. ”
Bret Victor,
Engineer, Creative Technologist, UI
Designer, Inventor
Worrydream.com
31
“Vision as defined in the service
of visibility is more than this.
Obviously understanding
where you want to be long
term is vital, but at the same
time it’s no use looking far off
into the distance if you don’t
have a good reason for the
journey, your view is hazy, and
you’ve got no idea about the
people you’ll meet or the places
you’ll visit along the way. ”
http://rorynatkiel.com/vision

32. P.O.S.T
“To develop a compelling strategy, you have to begin by staking
out the territory you want. That is an act of choice and
imagination. After you’ve made the choice, then it is the time for
analysis: figuring out exactly what you have to do to get to where
you want to be and to be able to play the way you need to in order
to win.”
Roger Martin
Premier’s Chair in Productivity and Competitiveness and Academic Director of the Martin Prosperity Institute at
the Rotman School of Management at the University of Toronto in Canada
32
People, Objectives, Strategy, Technology
Mapping content to connections
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
http://blogs.hbr.org/2014/05/strategize-first-analyze-later/?

33. The “Free” Ride
“The future is already here – it's just not evenly distributed.”
William Gibson
33

34. Opportunity & Challenge
Social media, social networking, social platforms bring
tremendous opportunity to access:
Greater information
Networks beyond physical access
Specific people or demographic anywhere in the world
In return we trade data.
34
Increased access & convenience is at the
expense of transparency.

35. The Alpha Geek
"Young people are just smarter“
If you want to found a successful
company, you should only hire young
people with technical expertise.
"you should presume that someday, we will be able to make
machines that can reason, think and do things better than we can.”
“… if you had a coordinated way to just reduce the work week. And
then, if you add slightly less employment, you can adjust and
people will still have jobs" 35
http://www.newrepublic.com/article/117088/silicons-valleys-
brutal-ageism
http://venturebeat.com/2014/07/05/both-google-co-founders-
reveal-beliefs-on-rent-privacy-taxes-law-future-tech-in-7-
quotes/
http://www.evancarmichael.com/Famous-
Entrepreneurs/645/Sergey-Brin-and-Larry-Page-Quotes.html

36. “Free” at the expense of “Freedom”
“Commercialization of the experience may come to bound or limit the
expectation that many people have of what the Internet is for.”
David Clark, a senior research scientist at MIT’s Computer Science and Artificial Intelligence
Laboratory
“Network operators’ desire to monetize their assets to the detriment of
progress represents the biggest potential problem. Enabling content creators
to easily and directly reach audiences, better search tools, better promotion
mechanisms and curation tools—continuing to dismantle the ‘middle men’ is
key.”
Glenn Edens, director of research in networking, security, and distributed systems at PARC
36
“Concerns over commercial influences altering the overall online experience were led by some of the architects of
the Internet.”
http://www.elon.edu/e-web/imagining/surveys/2014_survey/2025_Internet_Looming_Threats.xhtml

37. “The economy of the future
will be built on relationship
rather than possession.”
I had (and still have) a dream that
the Web could be less of a television
channel and more of an interactive
sea of shared knowledge.”
Tim Berners-Lee
John Perry Barlow
37
“Creativity will proliferate,
but quality will be scarce
and hard to recognize.”
Esther Dyson

38. Social APIs
Leverage trusted networks
Convenient for users/customers
Extended access to demographic data
We can leverage insights about social behaviours, but the
platforms also get insights into our business / association
38
“What Is an API and Why Does It Matter?”
http://sproutsocial.com/insights/api-definition/

39. Network Structure
39

40. Culture of Hoarding
“There is something mysterious about social networks. We live
surrounded by them, but usually cannot see more than one step
beyond the people we are directly connected to, if that. It is like
being stuck in a traffic jam surrounded by cars and trucks.”
Understanding Social Networks
Charles Kadushin
40

41. Network Diversity
41
Large customers/members will have their own ecosystem
and internal tools, which *may* make them less dependent
on the association. Essentially a network within a network.
Small customers/members *may* be under
more pressure in bearing generalist roles
and the need to wear many hats. They won’t
have access to the same resources
(specialists/research/infrastructure) as
larger members. Most importantly, it may
difficult to find support in sharing learnings.

42. Network Management
“Modern societies and large networks in general are less
dense and have structural holes, more dense parts of a
network that are hardly connected at all; if connected,
then it is by nodes that serve as brokers between the
otherwise barely connected regions
Large modern world networks are held together by weak
ties – relationships that are infrequent, less close and less
intimate, but for that reason very important. Flows
through networks are critical and can take place through
redundant dense ties or through weak ties”
Understanding Social Networks, Charles Kadushin
42
The more similar nodes/members in
a network become, the less value they
offer to each other.

43. Network Health
43

44. Network Health
“In the last decade, two important papers were presented to learned societies, one on
anthropology and the other on biology. And both these researchers were working
completely independently. But it happened by chance that I saw both papers. The
biological one was looking into all the biological species that have become extinct. The
anthropological one was looking into all the human tribes that had become extinct. Both
researchers were trying to find a commonality of causes for extinction. Both of them found
the same cause independently – extinction is a consequence of over-specialization. As you
get more and more over-specialized, you inbreed specialization. It’s organic. As you do,
you outbreed general adaptability.
So here we have the warning that specialization is a way to extinction, and our whole
society is thus organized.”
Page 326, Design for the Real World | Human Ecology and Social Change, Victor Papanek”
44
Published in 1985…
An innovation is arguably conceived
across disparate networks, and
honed within a network

45. 45
https://www.goodreads.com/work/quotes/10074639-cognitive-surplus

46. Analyzing Behaviours
46

47. “it doesn't seem to sink in that Facebook dampens our mood. If
people did draw this conclusion, it's hard to see how the site
would remain as popular and ubiquitous as it is. Ironically, this
failure persists despite the fact that we often read about such
studies directly via Facebook”
“Test participants who had used Facebook for 20 minutes reported
being in a worse mood than those in two other test groups (one
browsed the Internet, one served as a control and did nothing); the
Facebook participants also felt their time had been used in a less
meaningful way.
Amid the wreckage, Sagioglou and Greitemeyer spotted a clue for
why we go back: we think we'll enjoy it. In a separate experiment,
they asked test participants to guess whether spending 20 minutes
on Facebook would make them feel better or worse. Contrary to
the findings of the earlier experiment, in which using Facebook put
people in a worse mood, participants expected that using Facebook
would make them feel better.”
47
http://www.fastcodesign.com/3028783/evidence/we-hate-ourselves-
for-spending-so-much-time-on-facebook-so-why-do-we-do-it

48. 48

49. 49
Facebook Leads Social Traffic
Referrals with 21%
Pinterest contributes 7% and Twitter
1% of total social referral traffic to
other sites.
BuzzFeed and Huffington Post
dominate on Facebook, while the
BBC and New York Times rule
Twitter. This indicates hard news
may fare better on Twitter, while
human interest stories and memes
win on Facebook.
http://techcrunch.com/gallery/mary
-meeker-internet-trends/slide/15/

50. 50
http://www.slate.com/articles/technology/technology/2014/04/faceboo
k_news_feed_edgerank_facebook_algorithms_facebook_machine_lear
ning.html
“Many of the same stories that thousands of people Facebook-liked
turned out to be ones that thousands of other people genuinely hated.
They included posts that had clicky headlines designed to score cheap
likes and clicks, but that actually led to pages filled with spammy ads
rather than the content that the headline promised. But in the absence of
a “dislike” button, Facebook’s algorithms had no way of knowing which
posts were turning users off. Eventually, about a year ago, Facebook
acknowledged that it had a “quality content” problem.
Three sources of data in particular are helping Facebook to refashion its
news feed algorithms to show users the kinds of posts that will keep
them coming back: surveys, A/B tests, and data on the time users spend
away from Facebook once they click on a given post—and what they do
when they come back.”
“When users click on a link in their news feed, Cathcart says, Facebook
looks very carefully at what happens next. “If you’re someone who,
every time you see an article from the New York Times, you not only
click on it, but go offsite and stay offsite for a while before you come
back, we can probably infer that you in particular find articles from
the New York Times more relevant”—even if you don’t actually hit “like”
on them.”

51. 51
http://oursocialtimes.com/whos-
viewed-your-updates-new-metrics-
for-linkedin-marketing/
http://www.slate.com/blogs/money
box/2014/05/22/how_you_rank_lin
kedin_adds_new_ranking_metrics_
to_its_online_profiles.html

52. Social Ecosystem Design
1. Each social platform has a specific culture (nurture different social
behaviours)
2. Not all social metrics are created equal
3. The demographics of each social platform should influence how we
target and distribute content
4. Digital content may seem disposable, but its legacy has a long-term
impact
5. We should see social content in a way that it gives us capacity to grow
as a social brand and inspire social influence
6. As Digital and Social grow as ecosystems, we will need to adapt our
brand guidelines to accommodate expansion
7. Need to understand relationships between online properties as well as
the relationship between online and offline properties
52
A share is worth more than a
like, but even shares are in
question, because people often
share links before they’ve clicked
on them

53. Mobile & Ambient Data
53

54. 54
https://intelligence.businessin
sider.com/mobile-insider-
internet-of-things-forecast--
snapchat-tops-whatsapp-in-
us--facebook-personalization-
2014-5

55. Trends
Internet of Things & ambient data
Social APIs and mobile platforms
Personal assistants
Share economy (Uber, Airbnb)
Loyalty + mobile + multi-channel retail
55
https://intelligence.businessinsider.com/mobile-insider-standalone-wearables--the-future-of-app-constellations--security-risks-with-iot-2014-7

56. 56
“One of the most important
trends in mobile strategy has
been the move toward "app
constellations." These are a
variety of apps from one
company, each servicing one
specific purpose, as opposed to
one catch-all app that
encompasses multiple services.
A good example is Facebook's
Messenger app, which stands
apart from the main Facebook
app.
LinkedIn has also moved
toward an app constellation,
and today operates six
individual apps, including one
for managing business
contacts and one for job
searches.”
http://techcrunch.com/gallery
/mary-meeker-internet-
trends/slide/14/
http://firstround.com/article/
hardware-adam-Macbeth

57. 57

58. “Tracking a person’s daily movements via smartphone GPS
signals and credit-card transactions is far more revealing
than, say, Web browsing habits or social media comments.
What people do is deemed critical by social physics
researchers, not what they say or think”
Alex Pentland
Social Physics: How Good Ideas Spread-The Lessons from the New
Science
58
http://www.redorbit.com/news/technology/1113169666/tracking-personal-data-new-technology-061314/#4RVWso8QrfJhsAJB.16
http://www.datanami.com/2014/05/21/social-physics-harnesses-big-data-predict-human-behavior/
https://intelligence.businessinsider.com/mobile-insider-standalone-wearables--the-future-of-app-constellations--security-risks-with-iot-2014-7

59. 59
http://www.marketingweek.co.uk/opinion/pouch-loyalty-app-shows-
mobile-is-retailers-lifeline/4009522.article
http://www.techinasia.com/inloyal-loyalty-app/

60. 60

61. Perceived Challenges
61

62. Survey
“Have capability, but need improvement in execution”
“Engagement varies”
“Lack of channel integration”
“Want to be more effective at communicating key messages and
leveraging platforms for CRM”
“Increasing with importance”
“Hired a digital media manager”
“Would like to better understand the state of the art”
“Bandwidth to leverage opportunities”
62
Gratefully received…. But they could have come from anyone
anywhere. Business problems must drive social strategy.

63. Questions
Membership health
Budget for social marketing and content management
Growth goals
Recruitment
63
My questions for you regarding the evolution of your associations:
What keeps you relevant?
What’s your vision?
What’s the total membership size compared to online participation?
Is membership size a concern?
How do you recruit new members?
What are your goals for the future?
How specifically do you add value?

64. 64

65. Quotes from “detective” work
“No offence, but the barrier to
social media is so low.
Everyone’s an expert.”
65
“We are the last big industry to change.”
“The sales reps are the most resistant to change [and
technology]. It’s a very competitive space and there’s a
lot of job insecurity. The average sales rep is 20 years
older than the average customer.”
“The sales reps are the most resistant to change [and technology]. It’s
a very competitive space and there’s a lot of job insecurity. The
average sales rep is 20 years older than the average customer.”
“Our industry has historically
been a B2B space, but we’re
increasingly showing B2C
characteristics.”“We’re a member, but don’t
interact a lot [with
association]. We’re so big,
we’re largely self-sufficient.”
“Our industry has historically
been a B2B space, but we’re
increasingly showing B2C
characteristics.”
“I learn a lot from looking at “play” in other industries.”

66. Discussion
66

67. Graphic from http://worrydream.com/ABriefRantOnTheFutureOfInteractionDesign/
Different types of members will have different types of needs – how can we build social tools
that address specific challenges?

68. Strategic Themes
Mapping meaningful
content to connections
(Through social data & our
extensive human experience)
How can we be more
relevant?
Defining our comfort zones
(How much do we want to
share?)
Social integration
(Website + email + mobile +
social platforms + …)
68
Because technology can do almost anything now. We should
assume anything is possible. So if anything is possible, what
would actually be useful to us?
http://theloyaltyawards.com/wp-
content/uploads/2013/05/TheloyaltyAwards2013shortlist.pdf
Need strong vision
Define association challenge
Mapping membership behaviours and characteristics
Distilling how you support and how you add value
How to build loyalty
Exploring how technology can enable you to do this
Socializing the value
Honest discussion about resources, willingness to invest /
share learnings