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Using Online Community to
Increase Member Retention
Monday, March 10, 2014
1:30 PM - 2:45 PM
Hashtag: #ideas14 LM4
Maggie McGary, American Occupational Therapy Association
Josh Paul, Socious
Welcome
Retention Lessons From Disney
Who Are We?
10 Ways to Engage Members In Your Online Community | What Can Online Comm
Managers Learn From a Car Auction? | Associations: 8 Myths of Marketing Large
Nonprofits | Why Women Prefer Online Communities to Social Networking Sites
Decisions That Can Make or Break Your Online Community | How to Engage Mem
Using Your Member Database | 4 Membership Marketing Tips From 'The Social N
| Online Community SmackDown: Forums vs. Listservs | 5 Lessons for Associatio
Nonprofits from Super Bowl Commercials | 10 Practical Ways to Use a Mobile Con
App | This Week's Top Member Engagement Posts | 5 Common Pitfalls to Avoid W
Launching an Online Community | How Your Online Community Can Make Your
Conference a Success | 5 Things Software User Groups Need to Know About Onlin
Communities | 10 Tips for Better Conferences Using Mobile and Online Communi
Signs You Have Outgrown Your Online Community Platform | 10 Questions to Ask
Members Before Launching an Online Community | Are Free Membership Models
Future for Associations? | 10 Things Association Execs Need to Know About Mobi
Membership Apps | 5 Ways Associations Can Engage New Members in Their Onlin
Who Are We?
Today’s Discussion
• Why Does Retention Matter
• Why Members Stay Members
• Solving Member Engagement Challenges
• How to Build to Community to Increase Member
Retention
• Takeaways and Real Steps
How Do We Prioritize Retention?
MEMBER RECRUITMENT
INCREASE MEMBERS
MEMBERSHIP GROWTH
MEMBER RETENTION
How Do We Prioritize Retention?
INCREASE SALES
INCREASE RETENTION
MEMBER RECRUITMENT
INCREASE MEMBERS
MEMBERSHIP GROWTH
MEMBER RETENTION
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
0 1 2 3 4 5 6 7 8 9 10
13% Grow /0% Churn
Membership
Revenue
Year Year
Members: 10,000
Average dues: $300/year
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
0 1 2 3 4 5 6 7 8 9 10
13% Grow /0% Churn
13% Grow /10% Churn
Membership
Revenue
Year Year
Members: 10,000
Average dues: $300/year
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
0 1 2 3 4 5 6 7 8 9 10
13% Grow /0% Churn
13% Grow /10% Churn
13% Grow/5% Churn
Membership
Revenue
Year Year
Members: 10,000
Average dues: $300/year
Why Members Stay Members
Why Members Stay Members
To Stay Connected With
Like-Minded People
Recognition and
Appreciation of
Contribution
Tangible
Return on
Investment
Member
Retention
Challenges
How Building Community Increases
Member Retention
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
Strategic Online Community Tools
Discussions/Email
Listserv
Document &
Media Libraries
Email Engine
Content
Management &
Blogs
Event
Management
Online Store /
Virtual Products
Communities and
Subgroups
Crowdsourcing
Tools
Surveys/Polls
Aggregation &
Curation
Virtual
Membership
Games, Contests,
Badges
Creating a Thriving Online Community
How to Avoid Common Pitfalls
Pitfall #1
Not Having Dedicated
Community Management
Pitfall #2
Giving Up Exclusivity
Pitfall #3
Confusing Public Social
Networks and Private
Online Communities
Pitfall #4
Checking the Box
Pitfall #5
Heavy-Handed Moderation
Simple Framework for
Creating a Successful Private
Online Community
Takeaway #1
Value
Takeaway #2
Ongoing Engagement
Takeaway #3
Know Your Data
Takeaway #4
Test, Measure, & Adjust
Takeaway #5
Be Patient & Lead
Next Steps
1. Track your member retention rate.
2. Know your member lifetime value.
3. Be vigilant about value.
4. Research why members stay.
5. Identify challenges to retention.
6. Map challenges to your online community strategy.
7. Create a thriving private online member community.
8. Test, measure, and adjust your plan.
Questions
Maggie McGary
Web & Social Media Administrator
American Occupational Therapy Association
maggielmcg@gmail.com
Joshua Paul
Senior Director, Strategy & Marketing
Socious
jpaul@socious.com

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Using Your Association's Private Online Community to Increase Member Retention

  • 1. Using Online Community to Increase Member Retention Monday, March 10, 2014 1:30 PM - 2:45 PM Hashtag: #ideas14 LM4 Maggie McGary, American Occupational Therapy Association Josh Paul, Socious
  • 5. 10 Ways to Engage Members In Your Online Community | What Can Online Comm Managers Learn From a Car Auction? | Associations: 8 Myths of Marketing Large Nonprofits | Why Women Prefer Online Communities to Social Networking Sites Decisions That Can Make or Break Your Online Community | How to Engage Mem Using Your Member Database | 4 Membership Marketing Tips From 'The Social N | Online Community SmackDown: Forums vs. Listservs | 5 Lessons for Associatio Nonprofits from Super Bowl Commercials | 10 Practical Ways to Use a Mobile Con App | This Week's Top Member Engagement Posts | 5 Common Pitfalls to Avoid W Launching an Online Community | How Your Online Community Can Make Your Conference a Success | 5 Things Software User Groups Need to Know About Onlin Communities | 10 Tips for Better Conferences Using Mobile and Online Communi Signs You Have Outgrown Your Online Community Platform | 10 Questions to Ask Members Before Launching an Online Community | Are Free Membership Models Future for Associations? | 10 Things Association Execs Need to Know About Mobi Membership Apps | 5 Ways Associations Can Engage New Members in Their Onlin Who Are We?
  • 6. Today’s Discussion • Why Does Retention Matter • Why Members Stay Members • Solving Member Engagement Challenges • How to Build to Community to Increase Member Retention • Takeaways and Real Steps
  • 7. How Do We Prioritize Retention? MEMBER RECRUITMENT INCREASE MEMBERS MEMBERSHIP GROWTH MEMBER RETENTION
  • 8. How Do We Prioritize Retention? INCREASE SALES INCREASE RETENTION MEMBER RECRUITMENT INCREASE MEMBERS MEMBERSHIP GROWTH MEMBER RETENTION
  • 9. Why is Member Retention Important? 0 5000 10000 15000 20000 25000 30000 35000 40000 0 1 2 3 4 5 6 7 8 9 10 $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 0 1 2 3 4 5 6 7 8 9 10 13% Grow /0% Churn Membership Revenue Year Year Members: 10,000 Average dues: $300/year
  • 10. Why is Member Retention Important? 0 5000 10000 15000 20000 25000 30000 35000 40000 0 1 2 3 4 5 6 7 8 9 10 $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 0 1 2 3 4 5 6 7 8 9 10 13% Grow /0% Churn 13% Grow /10% Churn Membership Revenue Year Year Members: 10,000 Average dues: $300/year
  • 11. Why is Member Retention Important? 0 5000 10000 15000 20000 25000 30000 35000 40000 0 1 2 3 4 5 6 7 8 9 10 $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 0 1 2 3 4 5 6 7 8 9 10 13% Grow /0% Churn 13% Grow /10% Churn 13% Grow/5% Churn Membership Revenue Year Year Members: 10,000 Average dues: $300/year
  • 12. Why Members Stay Members
  • 13. Why Members Stay Members To Stay Connected With Like-Minded People
  • 17. How Building Community Increases Member Retention
  • 18. What is an Online Community? • THE Online Community • OUR Online Community • AN Online Community
  • 19. What is an Online Community? • THE Online Community • OUR Online Community • AN Online Community
  • 20. What is an Online Community? • THE Online Community • OUR Online Community • AN Online Community
  • 21. Strategic Online Community Tools Discussions/Email Listserv Document & Media Libraries Email Engine Content Management & Blogs Event Management Online Store / Virtual Products Communities and Subgroups Crowdsourcing Tools Surveys/Polls Aggregation & Curation Virtual Membership Games, Contests, Badges
  • 22. Creating a Thriving Online Community
  • 23. How to Avoid Common Pitfalls
  • 24. Pitfall #1 Not Having Dedicated Community Management
  • 25. Pitfall #2 Giving Up Exclusivity
  • 26. Pitfall #3 Confusing Public Social Networks and Private Online Communities
  • 29. Simple Framework for Creating a Successful Private Online Community
  • 35. Next Steps 1. Track your member retention rate. 2. Know your member lifetime value. 3. Be vigilant about value. 4. Research why members stay. 5. Identify challenges to retention. 6. Map challenges to your online community strategy. 7. Create a thriving private online member community. 8. Test, measure, and adjust your plan.
  • 36. Questions Maggie McGary Web & Social Media Administrator American Occupational Therapy Association maggielmcg@gmail.com Joshua Paul Senior Director, Strategy & Marketing Socious jpaul@socious.com