How to Make Your Association's Private Online Community Your Most Valuable Member Benefit
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Learn how to utilize the assets that your organization has (members, staff, and information) and make your online member community one of your most valuable member benefits to improve recruitment, retention, and non-dues revenue.
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How to Make Your Association's Private Online Community Your Most Valuable Member Benefit
- 1. HOW TO MAKE YOUR ONLINE COMMUNITY YOUR MOST VALUABLE MEMBER BENEFIT
- 2. Housekeeping Tech Check Ask Questions in the Q&A Panel We ARE Recording! Twitter Hashtag: #MemBenefit
- 3. Today’s Presenters Who’s Who Josh Paul Peggy Hoffman @SociousSuccess @PeggyHoffman blog.socious.com www.marinermanagement.com/idea-center
- 4. Today’s Discussion 1. Membership as a Product 2. What Makes a Great Member Benefit? 3. Steps to Make Your Member Community a Benefit of Membership
- 6. Treat Membership Like A Product
- 8. The Anatomy of Membership as a Product
- 9. List of Products and Services
- 10. A Greater Good
- 11. Contribution
- 12. Attributes of a Strong Member Benefit
- 14. Accessible Richard Croft [CC-BY-SA-2.0], via Wikimedia Commons
- 15. Simple to Grasp
- 16. Delivers Delivers
- 18. TRADITIONAL + VIRTUAL = SWEET SPOT
- 19. 5 Steps to Make Your Online Member Community Your Most Valuable Member Benefit
- 21. Four P’s + One 1. Product 2. Price 3. Promotion 4. Place ?
- 22. Four P’s + One 1. Product 2. Price 3. Promotion 4. Place
- 23. Give a Compelling Reason Why
- 24. Identifying Problems 1. Interviews 2. Confirmatory Surveys 3. Prioritization
- 25. Become a Consistent Content Content Factory Image: http://www.flickr.com/photos/kalinagoenglish/
- 26. Online Community Content Ideas • Blog posts • Podcasts • Webinars • Video • Guides • Surveys/polls • eBooks • Email courses • White papers • Curated content
- 27. Online Community Content Plan
- 28. Image: By Donovan Govan. [GFDL (www.gnu.org/copyleft/fdl.html) Position Centrally
- 29. The Member Engagement Difference 45.0% 45.0% 40.0% 35.0% Using the 5 Steps 30.0% 25.0% Average Association Using 20.0% a Private Social Network 15.0% 10.0% 8.7%* 5.0% 0.0% Member Participation * Source: Marketing General
- 30. Keep Members Engaged Is your online Does your online community perceived community keep as a benefit of being a members or member or customer? customers engaged? © Socious 2011
- 31. Characteristics of a Valuable Member Community
- 32. Members Get Value From: • A Single Place Exclusive Accessible Simple to Grasp Delivers Supported
- 33. Members Get Value From: • A Single Place • Other Members Exclusive Accessible Simple to Grasp Delivers Supported
- 34. Members Get Value From: • A Single Place • Other Members Exclusive • Helpful Accessible Information Simple to Grasp Delivers Supported
- 35. Members Get Value From: • A Single Place • Other Members Exclusive • Helpful Accessible Information • Easy to Simple to Grasp Participate In Delivers Supported
- 36. Members Get Value From: • A Single Place • Other Members Exclusive • Helpful Accessible Information • Easy to Simple to Grasp Participate In Delivers • Important to the Supported Organization
- 37. Members Get Value From: • A Single Place • Other Members Exclusive • Helpful Accessible Information • Easy to Simple to Grasp Participate In Delivers • Important to the Supported Organization
- 38. Questions?
- 39. More Information on Planning Online Communities for Associations http://info.socious.com/association-management-resources/
Editor's Notes
- Membership as a ProductWhat Makes a Great Member Benefit?Why an Online Community is a Top Tier Member Benefit?Steps to Make Your Member Community a Benefit of MembershipCharacters of an Online Community that Members Value
- Finding Member Value
- Induces Engagement
- MGMAHow I Feel (Experience)What I Get (Value)How I Give Back (Volunteerism)
- Lists of products and services
- Work that produces the “Greater good” (think mission)
- Contribution element (think how I connect & contribute to the group)
- Exclusive
- Richard Croft [CC-BY-SA-2.0 (www.creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons
- Delivers
- Team is there for you.
- Translate 4 P’s of marketing – coin in the 1960’sAsk them how they want to receive informationAsk them about how they access information onlineAsk them about what is important to themAsk them what they need the most help with
- Interview/Survey processAsk/SurveyInterviewSurvey to ValidateSurvey to Priorities
- Consistent ContentBlog postsGuidesEbooksWhte papersPodcastsVideoPresentationsCurated content
- Position Centrally