Panel: Christy Jones, CAE, Director of Membership, American Association of University Women; J. John Mancini, President, Association for Information and Image Management; Michael Mathy, Administrator, American Association for Laboratory Animal Science “Engagement” is one of today’s big buzz words. There’s a Web proliferation of new communities, new authority models, and increasing expectations and distractions. But what does it take to build and sustain true connections around your association? Panelists will expose various online methods, multi-networks, guiding principles, best practices, and virtual worlds that support outreach, education, new business models, next generation, varied demographics and personas, a broader reach, member services, and awareness. They will also share alternatives to information-heavy Web sites and illustrate their tools for engagement, collaboration, and attracting and retaining new members.

2. Building and sustaining online
engagement: This Ain't Your
Parent's Social Club
Moderator: Tom Hood, CPA.CITP – MACPA
Panel: John Mancini – AIIM
Christy Jones, CAE – AAUW
Michael Mathy ‐ AALAS

3. Building & sustaining on‐line
engagement – a panel
"Engagement" is one of today’s big buzz words. There’s a web
proliferation of new communities, new authority models, and
increasing expectations and distractions. But what does it take
to build and sustain true connections around your association?
Panelists will expose various online methods, multi‐networks,
guiding principles, best practices, and virtual worlds that support
outreach, education, new business models, next generation,
varied demographics and personas, a broader reach, member
services, and awareness. They will also share alternatives to
information heavy web sites and illustrate their tools for
engagement, collaboration, and attracting and retaining new
members.

4. Learning Outcomes:
• Discover where business networking is headed (both private and public networks).
 Examine trends and Opportunities in Engagement with Volunteers, Public and
Members
 Consider challenges in creating and sustaining online engagement
 Work toward Data driven outcomes and measurements
 Understand how to bridge online and offline content and resources
 Encourage user engagement rather than user consumption of content
 Differentiate community roles, their place in associations and why management
might be a misnomer
 Connect content and people. Empower and educate volunteers, board, members
and current communities to engage and reach new communities
 Consider the difference between the social world’s data and viral connection, and
the association’s vetted body of knowledge with its curators, taxonomy, structure,
transparency and intelligence for rating and automating.
 Cultivating vs. collecting an audience
 Consider an engagement centric business model and board support

5. About AIIM
• Association for Information and Image Management
• We help organizations find, control, and optimize
their information.
• 50,000 basic members (free) and 5,000 premium
(paid)
• Extensive training program for associations and their
members on technologies discussed at this
conference – also available for presentations
• http://www.aiim.org

6. About Me – John Mancini
• President and CEO
• Blog under “Digital Landfill” and “8 Things” –
http://www.aiim.typepad.com
• Twitter = @jmancini77
• Active on Facebook and LinkedIn
• Email = johnmancini@aiim.org

11. AAUW
• American Association of University Women
• AAUW advances equity for women and girls through
advocacy, education, philanthropy and research.
• More than 100,000 members and donors; 1,300
branches nationwide
• Demographics: ages range from 18 to 103; mostly
women (men can join); mostly US
• http://www.aauw.org

12. About me ‐ Christy Jones, CAE
• Director – Membership
• Member and Branch Relations; Customer Care
Center; Records; Recruitment (1.3 million
direct mail campaign this year); retention (incl
social media)
• Blogger: AAUW ‐ http://blog‐aauw.org/
• Twitter (@christytj), Facebook, Second Life,
Linked‐in, Four Square
• Email: jonesc@aauw.org

13. AAUW AAUW on Ning
AAUW on Twitter
AAUW on Facebook

14. AAUW
AAUW Office in Second Life
AAUW via Chapter Leaders Playground

15. AAUW
The AAUW Experience

16. AAUW
The AAUW Experience

17.
What is the AALAS Foundation?
• The American Association for Laboratory Animal Science Foundation supports
educational outreach on the essential role of responsible laboratory animal
care and use in science to advance human and animal health
• Our parent organization, AALAS, has over 14,000 members nationwide
Goals
• Promote public understanding, respect, and support for the life sciences
• Educate future leaders about the essential role of animals in research and
education
• Encourage today’s students to become tomorrow’s laboratory animal science
professionals
© 2008 Numedeon, Inc.

18. About Me – Michael Mathy
• Foundation Administrator
• Active on Whyville
• Email = michael.mathy@aalas.org

19. What is Whyville?
• A vibrant, kid‐safe virtual city designed to engage young people in constructive
educational activities while promoting socially responsible behavior

20. Why Whyville?
• It’s Fun!
• Next Generation of Educational Outreach
• Immediate Access to Our Target Demographic
• Reputable Sponsors
• Measurable Results
© 2008 Numedeon, Inc.

21. AALAS Foundation in Whyville
• The Foundation worked with the creators of Whyville to create three customized
games to teach citizens about the essential role of animals in biomedical research
© 2008 Numedeon, Inc.

22. Positive Results
Game Traffic
• CARE generated over 500,00 game plays in seven months
• Over 12,000 Whyville citizens viewed our informational brochures, which
link to online resources like our Kids4Research.org website
Increase in Financial Support
• Despite the ongoing economic crisis, we set a fund raising record in 2009
Increase in Website Traffic
• 178% monthly increase in unique visitors to the AALAS Foundation site
Quality Survey Data
• Survey data tells us we have a receptive audience and great potential to
shape opinions about the care and use of animals in research
© 2008 Numedeon, Inc.

23. About MACPA
• Maryland Association of CPAs
• Founded in 1901
• Individual, professional membership – 12,000
CPA and student members
• Mission is to promote & protect CPAs, enable
them to conform to high standards
• Connect – Protect – Achieve!
• http://www.macpa.org

24. About me – Tom Hood, CPA.CITP
• President & CEO
• Blogs www.cpasuccess.com &
www.bizlearningblog.com &
www.cpalegislativeinsider.com
• Twitter ‐ @tomhood & @macpa
• Active on Facebook & Linked‐In
• E‐mail: tom@macpa.org

25. This scares the heck out of me!

26. Throw the fishing lines in every pond

27. Accounting Education Pavilion
Our pavilion features a place for Colleges & Universities to
showcase their accounting education and a place for accounting
educators to connect, share, and learn from each other. It is also a
place for prospective students to see the many options available
in an exciting career as a Certified Public Accountant.

28. New Young Professionals Network
Club NYPN on CPA Island
Life’s a beach at the Club NYPN on CPA island. This
special area devoted to New & Young Professionals
has all of the features for networking, casual
meetups, and fun. Complete with a dance floor, tiki
bars, beach, and a real treehouse – it is the place for
students and young professionals to chill.

29. BLI Conference Center
A center facilitating the development and sharing of competencies and
strategic knowledge required for leadership in the rapidly changing
business environment. BLI will deliver competency-based curriculum,
courses, content, and community to enhance learning and grow
intellectual capital for organizational and executive leadership.

30. Where does this all lead to?
• How do you sustain all of these fishing holes?
• Rapidly evolving technology will cause a continuum of options
• What is fundamental value proposition?
• Who are you targeting and where do they hang out?
• It is still about people and content as key principles
• How do you help me do my job better and advance in my
career?
• Or help me connect to someone to do my job better?
• Or help my organization get better (for my profession)?

31. Throw your lines in!

32. Resources
• AAUW
• AAUW Online/Social Media Intro
• SLURL to AAUW Office in Second Life:
http://slurl.com/secondlife/Aloft%20Nonprofit%20Com
mons/199/39/26
 AALAS
 Whyville information page
 Whyville log-in instructions
 CARE PowerPoint presentation

33. Resources
• AIIM
• Link to example of using free content (e-book)
= http://www.aiim.org/8things
Separate social networking site (on Ning) =
http://www.informationzen.org
• MACPA
• www.cpalearning2.com
• How Social networking & remote conferencing
transformed MACPA – slideshare
• PulsePencast of panel conversation