Post on 13-Jan-2015
description
REGISTER TODAY! hug.higherlogic.com/SF/Registration
READ THE TOP TEN REASONS TO ATTEND: hug.higherlogic.com/SF/Home/Top10
Meet Today’s Thought Leader: John Foley, Jr.
•CEO and President•Software (SaaS)
• ilink V8: Customer Communications Management • MAX: Marketing Automation. Executed.
•President and CMO•Consulting for Associations
• Marketing, Strategy, Transformation•Marketing for Associations
• Strategy: Audits, and Strategic Planning• Online Marketing Plans: Content, Social, and SEO
•Website Development for Associations
Author
Buy at: JohnFoleyJr.com/Bookstore
I Encourage Multi-Tasking!• Tweet– @HigherLogic– @JohnFoleyJr– #HLlearn
• Ask questions!– Use the interactive chat log– Dialogue with attendees, me, or better yet…ask questions!– We’ll answer as many questions as time allows :)
Today’s Overview1. Chart the Course
2. Assess Challenges and Opportunities
3. Look for Unmovable Obstacles or Large Roadblocks
4. Rally Your Team
5. Enjoy the View!
6. Wrap-Up and Q&A
1
Chart the Course
advisorsontarget.com
Trailblazers are known for being innovators.
They welcome problems and gain momentum by overcoming them.
Start by understanding the culture of your membership and look for their needs.
Ask, will this make their professional life easier?
Understand the Culture of Your Membership• Demographics
• It’s a multi-channel world we live in
• What are they reading daily?
• Your members don’t all use the same type of communication!
philmckinney.com
Demographics
Why Do Members Join Associations?*
•24% for networking•13% for access to specialized information•8% for advocacy•8% to learn “best practices” in their profession
The experience you provide to members has to encompass all of the above, and then some.
Ten Coolest Examples of Social Networking Success
Provide Members with a Member Benefit They Can’t Live Without
The American Staffing AssociationASA Central
The American Staffing AssociationDirectories
Your Members Seek Education DifferentlyDrive Them to Your Community by Connecting Through Multiple Channels
I use emailI Google
everything!
I use Twitter
I’m on Facebook & LinkedIn
I go straight to my association’s
community portal!
What Do Your Members Need?• Educational Content– White Papers– Ebooks– Blog Posts– Podcasts– Charts, Graphs, Statistics
• Resources– Links– Case Studies– Videos
• A good user experience
Will this make my professional
life easier?
memix.com
Ten Coolest Examples of Social Networking Success
Exceptional User Experience for Members
California Society of Association Executives
California Society of Association ExecutivesWebsite + Community = Member Experience
California Society of Association ExecutivesWebsite + Community = Member Experience
2
Assess Challenges and Opportunities
It’s your job to know what your members need
…even before they need it!
Thinkpoint.wordpress.com
Thought Leadership
• YOU are a thought leader (whether you realize it or not!)
thought lead·ernoun
An individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded. wikipedia
• This is why you have members! They look to you for the answers.
Ten Coolest Examples of Social Networking Success
Hosting Relevant Conversations on a Community Site
The American Association of Nurse Assessment CoordinationAANAConnect
The American Association of Nurse Assessment CoordinationUse Discussions for Post-Webinar Engagement
Sharing
• Sharing is caring! :)
• Encourage members to share knowledge and content in the communities
• Highlight what they share to other members as a way to thank them for sharing AND to encourage other members to share!
• The more you show off your members and thank them for what they do, the more you can encourage future sharing!
dashburst.com
Ten Coolest Examples of Social Networking Success
Remind Members of Their Hard Work
Association of Corporate Contributions ProfessionalsLINK Birthday Card – Side One
Association of Corporate Contributions ProfessionalsLINK Birthday Card – Side Two
Association of Corporate Contributions ProfessionalsLINK
Manage Challenges and Opportunities
Ask yourself:
Do I want to be an active or passive part of the future of this organization?
Ten Coolest Examples of Social Networking Success
Cultivate Volunteer Leaders
The American Society of Association ExecutivesVolunteer Town Square
The American Society of Association ExecutivesVolunteer Town Square
3Look for unmovable obstacles
or large roadblocks
Find out which obstacles continue to hinder change and determine ways to address it
Huffi
ngtonpost.com
Ten Coolest Examples of Social Networking Success
Think Out of The Box to Get Members Excited About Your Community Site
The Association of Pediatric Hematology/Oncology Nurses ashpo
The Association of Pediatric Hematology/Oncology Nurses Engagement Puzzle – Promo Poster
Content
• Where does content come from?– Member evangelists– Writers in your association• Look beyond the obvious marketing/communications folks!
– Publications (yes…you wrote it already!)– Freelance writers• WritersAccess.com• Elance.com
• Reuse/Recycle!
coursera.org
If You Write It…They Will Come…Or Will They?
• You know what assuming does…
• TELL members what to do • LURE prospective members in
• Content must have perceived value• PLAN!• Overcome objections early and often use an automated marketing
campaign
Ten Coolest Examples of Social Networking Success
Auto-Subscribe all members to the community
The Society for Human Resource Management
SHRM Connect
Acquisition does not have to be so hard!
• You have to give to get! …yes, give it away
• Most members discover associations through:– word-of-mouth recommendations (86%) They communicated the value to
others– the association website (80%) They came to you for valuable content– email (66%) You reached them with something of value
• See the pattern here…? It’s all about your greatest asset: education! *MGI 2013
Ten Coolest Examples of Social Networking Success
Engage at Your Annual Conference
The International Franchise AssociationFranSocial
The International Franchise AssociationFranSocial – Articles in Member Pubs
The International Franchise AssociationFranSocial Launch – Professional Photographer
The International Franchise AssociationFranSocial Launch Party
Events• Use events to engage, connect, and gain member and non-
member participation
• Focus the conversation pre-event
• Use supporting content from the presenters/educators in pre-event marketing
Ten Coolest Examples of Social Networking Success
Use Collaborate Software to Support Your Event SitesBetter yet…connect them on the same software!
American Society of Health-System PharmacistsAnnual Conference Microsite
Advisory Panels
• Allow members to help overcome obstacles by setting up committees for them to participate in
• Panels allow for membership representation and buy-in
• Those on advisory panels can help shape the future of your association
Ten Coolest Examples of Social Networking Success
Facilitate Networking Relationships
The Association for Professionals in Infection Control and Epidemiology
MyAPIC
The Association for Professionals in Infection Control and Epidemiology
APIContact
Your community site should serve as the hub of all conversations.
Use public social networks to drive traffic to your private social network.
When Do I Use Public Social Media Channels?
Social Media Statistics1 BILLION+
users400 MILLION+
tweets daily
400 MILLION+
users
80 MILLION+
users
12 MILLION+
users
72+ hours of videos uploaded
each minute 2 MILLION+
searches each minute
Social MarketingSocial media marketing focuses on sharing content that attracts attention and
encourages readers to share it.
More than PR! Focus on Conversations• Twitter– Hashtags– Retweets– Twitter Chats
• Facebook:– Questions/Polls– Invite Comments!
• LinkedIn– Groups– Discussions
• Blog – Posts and Comments
Why Should You Care?
Members
Here’s How Social Media Can Help YOU
• Build Awareness and Thought-Leadership
• Generate Inquiries and Qualified Membership Leads
• Create Happy Members Higher Level of Member Service
4Rally Your Team
It’s always more fun to hike with peers.
Talk, share and learn the strengths of your team.
Be thoughtful as you set off on your journey.
Educate and Share
• See a great article on LinkedIn? – Share it!
• Inspired to write a new post for your community? – Collaborate
• Host internal Lunch-and-Learn events with guest speakers
Overcome Challenges!
• Challenge: Insufficient Staff• Solution: Volunteers and Freelancers – Psst outsource?
• Challenge: Association Perception• Solution: Staff and Member Enthusiasts
• Challenge: Lack of a Marketing Strategy (Content, Acquisition, etc)
• Solution: Staff Retreat and Write It Together!
5Enjoy the View
The results of your hard work will pay off!
Watching your member engagement data grow, seeing retention rates increase and discovering new community evangelists are just the beginning.
addicted2success.com
Questions…?• We’ll start with the questions that were asked
ahead of the session
• New questions? Get ready to raise those hands!
6Wrap-Up
TO BECOME THE NEXT SUCCESS STORY!
Let’s Connect!
LinkedIn.com/in/JohnFoleyJr JohnFoleyJr.com
Twitter.com/JohnFoleyJr MarketWithMAX.com
interlinkONE.com GrowSocially.com
medschoolcoach.com