asae "engaging community" - expanded version
DESCRIPTION
Speech on how associations can use social technologies at American Society of Association Executives 2009 annual conference, August 17, 2009. These are an expanded deck that includes screenshots of the examples. There is another slideshare of the actual slides used at the conferenceTRANSCRIPT
Engaging Community In The Groundswell
Charlene LiAltimeter GroupAugust 17, 2009
For slides, send an email [email protected]
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What engagement often looks like today
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Meet Dave Carroll
Source: davecarrollmusic.com
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Welcome to the Groundswell
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A power shift, catalyzed by social technologies
When people get what they need from each other
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Technologies can be confusing
Source: Wordle.net
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It’s about the relationship
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What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
Focus on relationships, not technologies
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Goals define your strategy
Learn
Dialog
Help
Innovate
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Always start with Learn
Learn
Dialog
Help
Innovate
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Learn with monitoring tools
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Radian6 enables learning organizations
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Dialog with your community
Learn
Dialog
Help
Innovate
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How do you join a conversation?
Source: http://www.flickr.com/photos/asaecenter
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Curators
Producers
Commenters
Sharers
Watchers
The Engagement Pyramid
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AMA encourage sharing
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NAA dialogs with members via a blog
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http://www.naahq.org/blog
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And whereever members may be
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And on three Twitter accounts
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Red Cross engages in many channels
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21 Chapter blogs so far
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Social Media handbook/policies help keep order
http://sites.google.com/site/wharman/social-media-strategy-handbook
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Provides training for “Red Crossers”
http://sites.google.com/site/wharman/social-media-strategy-handbook
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Red Cross engages fans too
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Help your members support each other
Learn
Dialog
Help
Innovate
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IEEE supports members support each other
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ALA uses private communities to help
62,000+ members
1,300+ groups
http://connect.ala.org/
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Goals define your strategy
Learn
Dialog
Help
Innovate
Starbucks innovates across the organization
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Getting started
“We don’t have the time, money, or people.”
“People will abuse it.”
“Our boards/volunteers are short-term focused.”
“IT/Legal won’t let us.”
“I’m afraid of losing control.”
What’s stopping you?
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#1 Make it real for your curmudgeon
• Show the current dialog ▫Find the points
of engagement▫Show what the
competition does• Create a
community ▫“Facebook
Fridays”▫Internal Twitter
(e.g. Yammer)• Indulge a personal
passion
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Audience
#2 Start small, start now
Goal
Revolutionary
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Deal with different mindsets
FearfulSkeptic
Cautious Tester
Realist Optimist
Transparent Evangelist
Find the “moments of truth” and “moments of crisis” for each
mindset
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#3 Measure the right things
Your goals determine your metrics
Use the same metrics as your strategic goals
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Example “micro” metricsGoal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Dialog # of comments# of referrals
Greater loyaltyFaster, more closes
Help # of issues addressed
Increased satisfaction
Innovate # of implemented ideas
Faster development
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Higher order metrics to consider
How likely are you to recommend this to someone you know?
Net Promoter Score
Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)
Lifetime Value
#4 Fail fast, fail smart
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Identify the top 5-10 worst case scenarios.
Develop mitigation and contingency plans.
Prepare everyone for the inevitable mistakes.
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Wal-mart failed many, many times
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Buyer blog hit the right note
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#5 Give up the need to be in control
Photo: Kantor, http://www.flickr.com/photos/kantor
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Deciding how open to be
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Your goals
Your audiences’ needs
The competiti
on
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The Sandbox Covenant
How to give up control and be in command
Summary•Focus on the relationships,
not the technologies
•Start by learning from the conversations
•Foster the right amount of openness in your organization
Thank You
Charlene LiAltimeter Group
Twitter: @charleneli
For slides, send an email [email protected]
Copyright © 2009 Altimeter Group43