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Hot Trends in Association Social Tools

Sunday, Aug 10th, 20143:30 – 4:30pmhashtag: #asae14 LS2

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WELCOME!

Andy StegglesPresident & Chief Customer OfficerHigher Logic

Michael CummingsPrincipal

Tate Cummings

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Pre Conference Survey

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You Choose: Disruptive Trends

1. Social Business

2. Volunteerism

3. Measuring Social

4. Social Mentoring

5. Talent Identification

6. Mobile

7. Expert Directory/ Speakers Bureau

8. Frictionless Content

9. Employer Branding

10. Automation

11. Social & Content Marketing

12. Share Your Disruptors

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Disruptor #1SOCIAL BUSINESS

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THE EVOLUTION OF PERSONAL & BUSINESS

SOCIAL NETWORKING

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PERSONAL SOCIAL NETWORKING

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Social “Reach” ComparisonBUSINESS PERSONAL

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SOCIAL BUSINESS QUADRANTS

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Disruptor #2VOLUNTEERISM

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TERM BASED VOLUNTEERISM

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TASK BASED-VOLUNTEERISM

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Seeking: 55th Annual Meeting – Fitness Track Yoga Instructor

Type of Opportunity: Open Call for VolunteersApplication Deadline: 7/5/2014Interest Area: Membership EngagementContact: Alissa Brower Time Commitment: Quick Task (less than a day)Travel Required: No travel required Volunteer Category: Onsite Conference VolunteerLevel of Effort: Simple taskNo. Of Applications Accepted: 2Description:

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MICROVOLUNTEERISM

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Disruptor #3MEASURINGSOCIAL

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ASAE’s Top 10 Members

collaborate.asaecenter.org/top10

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American Society of Association Executives (ASAE) Case Study

• Use Net Promoter Methodology• 21,533 members• 13,272 subscribed to Collaborate• 3016 Completed Survey• 81.6% (2462) of the Respondents were

Collaborate Users

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Correlation Analysis

• Engaged Members: 23% More Likely to Recommend ASAE (Earned Media)

• Completed Profile = Double NPS• Higher NPS = More Money Spent• More Money Spent = Higher NPS

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2014 Community Benchmarking Report

By Marketing General

and Higher Logic

www.HigherLogic.com/Benchmarking

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Disruptor #4SOCIAL MENTORING

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SOCIAL MENTORING

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Disruptor #5EMPLOYER BRANDING

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It’s Not About the Money

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EMPLOYER PERCEPTION

Association social communities are a vehicle for company ambassadors to improve their employment brand

The industry association is the “front line” for promoting a company’s culture

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We Talk More About the Good Things

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Disruptor #6MOBILE

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40% of employees rely on mobile devices to perform their work

37% for more than 60 minutes per day

Almost everything a company does will become mobilized over the next 2 to 3 years

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Which is more appropriate and when?

Responsive vs. Adaptive

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Which is more appropriate and when?

Responsive vs. Adaptive vs. Native

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Disruptor #7EXPERT DIRECTORY

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Disruptor #8FRICTIONLESS CONTENT

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MAKE IT EASY

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Disruptor #9TALENTIDENTIFICATION

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CANDIDATE ENDORSEMENTSMembers are utilizing their communities to recruit for themselves and others

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TALENT COMMUNITIESMember communities are developing into industry talent communities-Average response to job posting: 400 resumes

-35% meet minimum requirements

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Disruptor #10AUTOMATION

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Disruptor #11SOCIAL & CONTENT MARKETING

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OUTBOUND MARKETING

• "OLD MARKETING" is "any marketing that pushes products or services on customers.“

• Also referred to as: “Interruption Marketing”• Not Educational• One-Way Communication

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INBOUND MARKETING

“New Marketing” is “any marketing tactic that relies on earning people’s interest instead of buying it.”

Also referred to as “Content Marketing”

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INBOUND MARKETING

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HIGHER LOGIC’s OWNED MEDIA

Learning Series Educational Videos Higher Logic Academy Success Tips Engagement Benchmarking Hired a Writer Guest Blogs Paid Blogs Speaking Engagements White papers User Group (HUG) Net Promoter

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www.youtube.com/user/HigherLogicTV

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How Can Associations Generate Owned Content?

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MEMBER ENGAGEMENT

=INBOUND

MARKETING 71

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AIA MISSION: RAISE AWARENESS OF INDUSTRY

Open or Closed?

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Disruptor #12SHARE YOUR DISRUPTORS

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ADDITIONAL RESOURCES:SUCCESS GUIDES

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Contact us

Andy StegglesPresident & Chief Customer Officer

Higher Logic

andy@higherlogic.com

202.559.7733

higherlogic.com/andysteggles

Michael CummingsPrincipal

Tate / Cummings

mcummings@tatecummings.com

646.241.7748