Using social media for collaboration and engagement in associations and organisations
Millennial Engagement Strategies for Associations
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Transcript of Millennial Engagement Strategies for Associations
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Millennial EngagementStrategies for Associations
With Gail Straus & Hosted by Jason Stone, Engage
Association Best Practice Series
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Jason Stone
• Internet marketer since 1996
• Washington University, MBA
• Member, ASAE
Email [email protected]
Twitter @StoneSTL
LinkedIn linkedin.com/in/jasonhstone
VP, Sales & Marketing, Engage
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Housekeeping
• All attendees are in “listen-only” mode.
• Q&A session at the end of the presentation.
• Use the chat box to ask questions or alert us to any technical difficulties.
• A recording of today’s presentation will be made available.
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Post Webinar Survey
There will be a 5 question survey at the end of the event. Completing the survey enters you into a drawing for a $25 Amazon gift card!
Your Feedback Is Important to Us!
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Millennial EngagementStrategies for Associations
With Gail Straus & Hosted by Jason Stone, Engage
Association Best Practice Series
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
6
Gail Straus
• 40-year specialist in developing audience strategies and brand platforms
for non-profit organizations, higher education and service-oriented
businesses nationwide
• Served as Director of Research for Magnani Continuum Marketing, Senior
Vice President at Lipman Hearne, Dean of Enrollment Management and
Director of Market at National-Louis University
• Independent market research and strategies, specializing in helping
nonprofit organizations reach their audience attraction and retention goals
Email [email protected]
Twitter @gailstraus
LinkedIn linkedin.com/in/gail-straus-57ba311
Solutions through insight
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
A frame of reference check
• Classic Baby Boomer
• Parent of a Millennial
• Conducted research into the habits and
desires of Millennials
• Consulted with several professional
associations
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Who are Millennials?
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
What we know about Millennials
• Ambitious
• Impatient
• Self-confident
• Demanding
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
What we know about Millennials
• Ambitious
• Impatient
• Self-confident
• Demanding
• Entitled
• Self-indulgent
• Skeptical
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Their Reality
• Real debt from education
• Have postponed family and mortgage
• Often time starved (really)
• Have always been the hero of their own lives
• Employer reimbursements less available
• Social media provides easy access to many
communities
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
What they expect
• Authentic experiences
• Real work-life balance
• Fair treatment
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
What they expect
Reports on this rising group of members suggest that there
is interest in engaging, particularly if the association
facilitates connections with other professionals.
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
What they expect
Associations facilitate:
• Contributions to their careers
• Mentorship and career support
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Because they know we can
• Technology – enables... organizations to
• Personalization – know me and... to use
• Customization – show it
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Loyalty and affiliation
• Frankly, the jury is still out
• Evidence suggests that Millennials are fickle (not
brand loyal). They can be your biggest advocates...
and biggest detractors
• They want to belong – to something that has value
to them
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Volunteerism
• They do and will volunteer
• Likely to separate their professional lives from their
discretionary time
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
The question of value
• Define it in their terms
• Don’t assume they want what you want
• Express benefits of membership as immediate,
personal, and tangible needs
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Here’s the thing
• The things they want are things we all want
• The difference is that they expect to have those
things
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Strategies for associations
What can you do to recruit and retain this new cohort
of professionals?
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Address cost issues
Costs can be a big barrier to entry
• Consider discounts for early careerists
• Offer subscription or payment plans
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Recognize the need for segmentation
• Research will tell you how different they are from
your historical membership cohorts
• Be wary of generalizing from others’ experiences
• Look for ways to customize your membership offers
and communications
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Get them involved
• Consider associate memberships
• Generate involvement through “junior” boards or
advisory groups
• Make direct “asks” of individuals: “You would be
great for this committee.”
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Create experiences
• Whether face-to-face or online, make events
experiential and collaborative
• Tell stories that demonstrate what the association
values
• Demonstrate ROI on an individual basis
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Socialize early and often
• Find ways to connect to students and early
careerists
• Leverage trusted professors and other influencers
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Communicate
• Have a manageable social media strategy
• Email continues to be the best channel – but use it
judiciously, focus on experiential content
• Text
• Leverage word-of-mouth
• Mobile
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
Wrapping it up
• Millennials continue to rise in leadership positions across
professions and industries
• Associations best serve them by
• Using appropriate technology, including social
media, mobile presence and video, to customize
communication
• Providing immediate, personal and tangible value
• Offering authentic experiences
• Knowing who they are and what they want and meeting
their expectations
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Connecting the Dots…
• 9 millennials on staff
• Analytics, Design, CMS, AMS, CRM, and custom software development
• All developers and designers are US-based here in St. Louis Missouri
• 17 years of software development
Website engagesoftware.com
Twitter twitter.com/engagesoftware
LinkedIn bit.ly/engage-li
About Engage
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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How Engage WorksProject Lifecycle
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Google AnalyticsBuilding a Millennials Segment Filter
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Google AnalyticsBuilding a Millennials Segment Filter
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Google AnalyticsBuilding a Millennials Segment Filter
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Google AnalyticsBuilding a Millennials Segment Filter
1. 2. 3.
4.
5.
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Q&AQuestion and Answer
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Don’t Forget Our Survey!
There will be a 5 question survey at the end of the event. Completing the survey enters you into a drawing for your $25 Amazon gift card!
Your Feedback Is Important to Us!
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
37
Next Webinar
Improving the Online Member Experience
Presenter: Protech Associates
October 20, 2016 2:30PM EDT
Save the Date!
Association Best Practice Series
Millennial Engagement Strategies for Associations | August 18, 2016 with Gail Straus & Jason Stone
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Thank You for Attending!
Gail Straus
Email [email protected]
Twitter @gailstraus
LinkedIn linkedin.com/in/gail-straus-57ba311
Jason Stone
Phone (314) 884 - 2448
Email [email protected]
Website www.engagesoftware.com