FAUSA’S Guide to Relevancy in the Digital Age

Part One-RELEVANCY

Build a membership services menu

that provides them benefits:If you tout participation as a benefit and only 20% show up, you may be concentrating on the wrong thing.

Members like to be appreciated and acknowledged.

If you make a mistake, the member hits the lottery.

Build a membership services menu

that provides them benefits:When people are happy they might tell someone but when they are unhappy, thanks to social media, they can tell thousands!

Your core functions are how your members and the public will measure your performance

Strategies for Gaining Relevancy

The Club has to make the case for its relevance by telling their story.

Ask the Members what they want from you.

Don’t wait for permission to start something. Innovate.

Pick up the phone and talk to members. Ask for permission to send a renewal invoice.

Networking is old schoolBeing part of a supportive network is more positive.

A network is something you build where networking is an activity

How do you care for the new member?

Do you guilt members into participating?

Ask why they are here.

People join organizations emotionally and justify upon renewal.You have a year to justify their investment in your organization.

If you haven’t connected with a member in the first year of their membership, you will probably lose them.

Which members stay for the long-term? Get more of them. Ask your members where they might be.

Your members joyful loyalty is your product and their stories become your story.

Is there a benefit to the member for referring?

If you don’t tell your story, someone else will tell it for you.

There are two types of members in any organization:

Those who want to get something.Those who want to get something done.

Loyalty vs Customer Satisfaction

Turn Strangers into friends

Turn friends into members

Turn members into loyal members.

Digital Relevance

NewslettersToo much is too much- limit Emails to no more than one a week.

Don’t repeat the same article from the previous Email.

Let the member chose the information that they want to receive from you.

Resist sending! Too much is too much- limit Emails to no more than one a week.

Newslettersmass Emails for a special purpose

Use targeted or special interest lists and use the rule of 6.No more than 6 items per emailNo more than 6 lines per item No more than six words per headlineIf you can’t say it in six lines, include a link to your web site.

Social MediaThere’s Facebook and Twitter, but should we be using other platforms?

Social Media and How it is UsedLinked In-A professional networking site where you can promote your club.

Tumblr- a micro blogging spot. Try searching Tumblr for blogs that have to do with expatriates in your city and share them.

Pinterest-fast growing visual content. Core users of Pinterest are affluent women. Great for marketing activities with a clever approach. Search for interesting content in international clubs.

Instagram-Pictures and videos and very popular with brands. Take some photos that let people know about your club.

Snapchat- mobile based app with self destruction snaps. Very popular with young people.

Social Media and How it is Used

Google Plus- new and growing. Create a circle of those that you feel would be receptive to your message and see what they are posting about.

You Tube-Owned by Google and tied into Google Plus. Great for Vlogging or posting a video about the club or an event.

Reddit Displays links to content that gets voted up or down.

Flickr-a photo site good for creating albums for club members.

Swarm-location based app that let’s you know where your friends are and is a great tool for meeting up.

Vine: a video sharing app that is new and fast growing. Great if your club wants to create and share a video. Maybe an introduction to your city and club.

Q. Why use Facebook? A. Because everyone else uses it (1.3 billion users)!

The Big Kahuna-FACEBOOKShould you create a GROUP or a Page?

Who do you want in the group?

Closed

Private

Open

How do you get the numbers up?Slactivism- Add EVERYONE

Personally invite the members that you want to join and let them know that their input is valued.

Create an environment where your loyal members feel nurtured and engaged and can share personal stories.

Have occasional raffles or coupons just for them

Attract Members from other social media platforms

Advertise in other groups and online forums

Get your group members to help you and reward those who do the most by letting them promote themselves in your group.

Personally address and get to know new members and make them feel welcome.

Keep Control

Set guidelines-publish them and review them as needed

Moderate group

Analyze your data: how many members, how many new members, who has accepted your invitations, who has left the group.

Triggers that cause people to Respond in Groups

To see who responds

The possibility of starting a really long thread. Can always bump it up.

To build a reputation by answering questions.

To ask for help with something.

To Crowd source ideas.

Keep your page active.A quick update with information

Upload and tag some photos or video

Start an event (virtual or in real life)

Link to deals and competitions of interest to your group

Tell a quick anecdote or joke

Use Facebook chat to chat with the whole group

Give something away

Link to something useful

Ask a question- open ended questions work best.

Other ideas and activities

Interview a member- Allow members to ask questions and make sure to tag the member’s page too.

Be interesting, funny or useful but never annoying.

Invite repatriated members to be a part of your group. It gives a good sense of history.

Create a meme to get your information out in a quick and clever way.

Twitter Talk Why I Love This Social Media Platform

Ellie Badanes

@elliebadanes

#fawco2015

What is twitter?

An information network made up of 140 character messages called “Tweets”

Twitter defines their mission as…

“To give everyone the power to create and share ideas and

information instantly, without barriers”

Twitter Today

• 288 million monthly active users• 500 million tweets are sent per day• 80% of twitter active users are on mobile• 77% of accounts are outside the USA

Our Twitter Handles@@

@fausaorg@fawco@fawcofoundation

The First Tweet Ever

Why Twitter?

For…

These Stories Broke First on Twitter

The Osama Bin Laden Raid

The 1st Tweet

The Boston Marathon Bombings

It was an uneventful Spring day in Boston. An Ethiopian runner had just won the Boston Marathon at around noon.

At 2:50, an eyewitness takes a photo of fire and smoke down the street.

Reuters' social media editor @AntDeRosa retweets the photo 8 minutes later.

1 minute later…Another eyewitness @stackiii tweets about an explosion

NBC LA reporter @josejr67 tweets to @stackiii looking for a live phone interview

The Hudson River Plane Crash

The First Tweet 1 Minute After The Crash

The First Tweet With Photo

The Picture Tweeted

The Arab Spring

#egypt was one of the most popular #’s of 2011

These Tweets Broke The News of June 30, 2013 Protests in Egypt

Arab Spring & Social Media

“We use facebook to schedule the protests and twitter to coordinate, and YouTube to tell the world”

An Arab Spring Activist from Egypt

Why Twitter?

To Be Amused

Why Twitter?

To Speak Directly to A Company & Know That They Will Listen

This is the tweet I tweeted to American Airlines earlier this month and the instant answer I received

Customer Complaint? Tweet it!

Why Twitter?

To Join A Conversation or Event

The # turns any word or group of words that directly follow it into a searchable link. Tweet with a # and you’ve joined the conversation.

Join A Network Talking About An Event.

Join the conversation here at the fawco conference by following

#fawco2015 and tweeting using#fawco2015

Powerful ‘s of 2014 & 2015

#JeSuisCharlie

The Twitter hashtag heard around the world after Paris terror attack

#JeSuisCharlie was tweeted more than 5 million times

#CSW59 &#Beijing20

#BringBackOurGirlsThe hashtag calling for the return of 200 schoolgirls abducted in Nigeria has been tweeted over a million times - going from a local trend to a global one in a few days.

More Top Trending ‘s This Year

#BlackLivesMatter#YesAllWomen#UmbrellaRevolution#WhyIStayed#WorldCupFinal

Twitter Fun Facts

Top Twitter Profiles

Top Twitter Growth by Country

The 13 Sassiest Brands on Twitteraccording to Time Magazine

Charmin Old Spice Smart Car

Taco BellOreo

Cookie

DiGiorno Pizza

Sainsbury’s

CascadeHot

Pockets

Delta

Hamburger

HelperOrbitz

Arby’s

44% of Twitter Users Have Never Tweeted

The Average Twitter User Has 208 Followers

The Queen’s First Tweet

FAWCO Clubs On Twitter

AIWC Naples @AIWCNaplesAWA Vienna @AWAViennaAWC Hamburg @awchamburgAW of Surrey @AWSurrey12Awar Rome @AWARinRomeAWC Oslo @AWCOslo

Who To Follow In Our Network?

UN Women @UN_WomenU.S. Citizen Abroad @USCitizenAbroadUNICEF @UNICEFFree The Girls @freethegirlsSamantha Power @AmbassadorPowerGlobal Development @GdnDevelopmentWorld Economic Forum @WEFHalf the Sky Mvmt @Half

Human Rights Watch @hrwUN Foundation @unfoundationMelinda Gates @melindagatesGirl Rising @girlrisingGlobal Expats @GlobalExpatsExpats Blog @expatsblogAmericans Abroad @ACAVoiceAARO @aaroWeVoteAbroad @WeVoteAbroad

Now It’s Time to…

Go to www.twitter.com and Sign Up

Create Your Profile (Don’t be an )

Choose Your @UserName

Follow 5 Twitter Accounts

www.twitter.com

Developing a Persuasive Website for your Club

Engage the reader

Boost your search engine rankings

Reinforce your brand

Developing a Persuasive Website for your Club

Steps to your best website…

Features, benefits and objections

Developing a Persuasive Website for your ClubFeatures, benefits and objections

Create a full list of features Translate each feature into a benefit for your readersConsider the problems you help them avoidWrite down objections to joining and decide how you can address themDo your research and plan your web copy

Developing a Persuasive Website for your ClubSteps to your best website…Know your readerFeatures, benefits and objectionsDevelop an enticing value proposition; a call to actionAnticipate Reader QuestionsWrite a first draft

Developing a Persuasive Website for your ClubTips on how to write and design your website…

Be personal…write to one personUse easy-to-understand languageDraw on common experiencesUse design to create visual appealUse pictures and illustrations

Introducing the new FAUSA.ORG Web Site

In Conclusion:Relevancy is providing worth to your members NOW.

Relevancy is employing TODAY’S tools and technology to connect with members quickly and provide ease and value to club membership.

And