The document discusses unlocking the value of membership data through social media strategy. The agenda includes discussing social media as a new asset, viewing member data as an asset, how to use member data, data warehousing, and monetizing data. Member data can be turned into business intelligence through reporting, profiling, analysis and modeling. A data warehouse integrates member data from different sources. Strategies for monetization include increasing member conversion and retention, exposing aggregate data, targeted advertising, and creating new products/services.

1. SOCIALSTRAT
Unlock the hidden
Professional Social Media Strategy
value in your
membership data
Presented by:
Terrance Barkan CAE David Ricciardi
Washington DC - 5 December 2011

2. SOCIALSTRAT
Professional Social Media Strategy
Agenda
Social Media, the new Gold Mine
Viewing Member Data as an Asset
How can I use my Member Data?
What is a Member Data Warehouse?
How can I monetize my data?
Q&A

3. SOCIALSTRAT
Professional Social Media Strategy
Participant Information
 Individual vs. trade associations?
 Large vs. small?
 What AMS are used?
 Do you have a “private social network”?
 Which public platforms are you now
using? (LinkedIn, Facebook, Twitter, etc.)

4. SOCIALSTRAT
Professional Social Media Strategy
SOCIAL MEDIA
A DEFINITION
“Social Media” includes public sites such as
“Facebook”, “Linkedin” or “Twitter” as well as private online
communities, empowering individuals to:
 connect with friends, colleagues or strangers
 create, contribute and publish content,
 comment on, rank or embellish that content,
 communicate freely using multiple formats including;
email, text, mobile devices, voice and video
…and all for free or next to free in terms of real costs!

5. SOCIALSTRAT
Professional Social Media Strategy
Social Media Strategy addresses:
 Your objectives
 Your audience (current and potential)
 Your message
 Your Intellectual Property (IP)
 Your network (brand) champions
 Technology tools and platform(s)
 Measurement (ROI and other indicators)
 The process, structure, plan and resource allocation to
implement your strategy

6. SOCIALSTRAT
Professional Social Media Strategy
Social Media, the new Gold Mine
Why is social media so critical?
Social Media
Engagement =
 Retention
 Member satisfaction
 Higher levels of sales

7. SOCIALSTRAT
Professional Social Media Strategy
Viewing Member Data as an Asset
 Data vs. Information
 Augmenting Data

8. SOCIALSTRAT
Professional Social Media Strategy
Data vs. Information
 Data is what everyone has – usually more
than you know what do with
 Information is what you need
 Business intelligence
 Profiling
 Predictive Modeling
 Information can be monetized

9. SOCIALSTRAT
Professional Social Media Strategy
How can I use my Member Data?
 There are many ways to turn data into
Intelligence
 Simple Reporting
 Profiling
 Statistical Analysis
 Predictive Modeling
 Alerts

10. SOCIALSTRAT
Professional Social Media Strategy
What is a Member Data Warehouse?
 What is it?
 Data Warehouse vs AMS
 Why do I need one?
 Integration

11. SOCIALSTRAT
Professional Social Media Strategy
How can I Monetize All of This?
 Turning a Profit
 Using Social Media Data and Platforms

12. SOCIALSTRAT
Professional Social Media Strategy
Strategies for Monetization
 Using the presented techniques to
 Increase member conversion rates
 Decrease member churn rates
 Exposing your data in the aggregate to
the industry

13. SOCIALSTRAT
Professional Social Media Strategy
Turning a Profit
What are examples of using social media
and data to drive ROI?
 Member recruitment
 Member retention
 Meeting attendance
 Product sales (incl. special offers)
 Services sales

14. SOCIALSTRAT
Professional Social Media Strategy
Turning a Profit
 Targeted advertising
 Sponsorship on various platforms
 Data mining and aggregation
 Reports
 Access to insights
 New product and service innovations
 Intellectual Property creation

15. SOCIALSTRAT
Professional Social Media Strategy
Q&A

16. SOCIALSTRAT
Professional Social Media Strategy
Questions?
Terrance Barkan
www.socialstrat.org
tbarkan@globalstrat.org
David Ricciardi
www.proximo.com
dricciardi@proximo.com