Using Your Association's Private Online Community to Increase Member Retention
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This presentation was developed by Socious's Joshua Paul and experienced online community manager, Maggie McGary, for the 2014 ASAE Great Ideas Conference. This session focused on the reasons why building community online is the future of member retention. It detailed practical ideas that association executives can apply to their organization’s online community strategy to increase member retention.
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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
- 2. Welcome
- 3. Retention Lessons From Disney
- 4. Who Are We?
- 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
- 27. Pitfall #4 Checking the Box
- 29. Simple Framework for Creating a Successful Private Online Community
- 32. Takeaway #3 Know Your Data
- 33. Takeaway #4 Test, Measure, & Adjust
- 34. Takeaway #5 Be Patient & Lead
- 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