Social media can help associations create member value by allowing members to participate online rather than just consume information. The document discusses various social media platforms and how associations can use them to [1] engage members qualitatively rather than just focusing on quantitative metrics, [2] authentically connect members to share knowledge and support organizational goals, and [3] embrace change and risk over maintaining the status quo. It provides examples of how associations can create blogs, wikis, videos, and social networking presences to facilitate member collaboration and disseminate information.

1. Social Media and Member Value:
How to Create One with the Other
Presented by:
C. David Gammel, CAE
High Context Consulting, LLC
+1 (410) 742-9088
david@highcontext.com

2. What is member value?

3. Improving the capacity of
members to act.

4. Social media is about people
participating in media online rather
than simply consuming it.

5. Social media for association makes
it even easier for members to
improve each other’s ability to act.

6. What are the possibilities?

7. Simple vs. Elaborate
A blog. Blogs.
Wikis.
Podcasts.
YouTube
LinkedIn
Facebook
Twitter

8. Qualitative vs. Quantitative
Member Engagement More site visitors.
Awareness. More page views.
Being present online. More links.
Increased organizational Better Google placement.
knowledge.
Increased membership.
Increased revenue.

9. Vision vs. Execution
Association as another way to Writing, recording and posting.
connect, on a par with other
social media sites. Connecting.
Facilitating.
Promoting.
Authentic.

10. Individual vs. Comparison
What is the association doing? What are your members and
other constituents doing?
How does this support our
strategy and goals? What are your competitors doing?
How present are your issues and
organization in the online world?

11. Change vs. Status Quo
Exciting and interesting! The world won’t end, quite
frankly.
New and unknown!
The world won’t know much
Risk! about you either.
Easy!
Less risky! Maybe?

12. SQVID
Simple — Elaborate
Qualitative — Quantitative
Vision — Execution
Individual — Comparison
Change — Status Quo
Source: Dan Roam in The Back of the Napkin.

13. Value
Social
Blogs Wikis Video/Audio Twitter
Networking
Free text
Authentic Easy content Create presence
on existing Dissemination messages to
voices. collaboration. services. followers.
Best for
The profile is Follow
Linkable. focused, Capture.
core value. influencers.
narrow, goals.
Enhances
Easy to create Wikipedia is DIY by Bleeding
value of your
and manage. an anomaly. Members edge.
network.

14. Vision Thing
You
Digg Facebook
Flickr Online Sphere LinkedIn
Twitter YouTube
Blogs

24. 6 Ws
Who/What
How Much
Where
When
How
Why
Source: The Back of the Napkin by Dan Roam

25. 6 Ws of an Event Blog
Who/What How Much Where When How Why
Big annual At least On our web Use free Raise
Before.
event. once a day. site. service. awareness.
Staff and
More during From our Sell
Attendees. During. members to
event. office. registration!
write.
Once a day Promote Collect/
From the
Exhibitors. for a month After. online and share
event.
post-event. in print. knowledge.

26. 6 Ws of an Career Group on
Facebook
Who/What How Much Where When How Why
College ~10,000 Last year of Help students
On FB! Use FB.
students. students. college. find jobs.
Establish
Staff/advisors
Facebook Start it next Existing and relationship
add content 3x From our office.
group by staff. month. new content. with future
week.
members.
Career
Promote in Fall Recruit career
development Promote on Increase future
One FB Group. and during experts and
and job hunting campus. membership.
career fairs. mentors.
info.

27. Social media works best
when applied to areas that
already produce significant
value for your members.

28. Find out where your members are
and what they are doing online.
Start there!

29. 6 Ws of your [insert here]!
Who/What How Much Where When How Why

30. Questions?
Want a copy of the slides and a
subscription to David Gammel’s Web
Strategy Report?

31. Social media can unleash the
power of your members
to improve the
value of the association.