beer and bbq is a membership strategy
TRANSCRIPT
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Beer and BBQ IS a Membership Strategy
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Associations Are Unique
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Maslow
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Joining vs Affiliating
• Affiliation – seeking
shared identity
• They want the WORLD
TO KNOW they share an
important characteristic
with the group they
publicly affiliate with
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Members Are NOT Customers
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Trends in Membership
• Individualism
• Personal identities more complex
• Wicked problems driving single focus
• Forming groups no longer requires mediator
• Wealth of free info online
• Membership is more fluid
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Questions?
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Poll
Most of our membership challenges are with:
Recruitment
Retention
Attrition
All of the Above
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“Myth” of ROI
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Relationship Stages
•A – acquaintance – (indefinitely)
•B – buildup – (trust/compatibility)
•C – continuation - (long term/stable)
•D – deterioration - (signs of trouble)
•E – end – (death/separation)
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Authenticity
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Shift Our Focus
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Membership in 3-D
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Questions?
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Poll Question
What is the most important goal?Making ConnectionsDeepening ConnectionsLeveraging Connections
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Beer and BBQ
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“Breaking B-re-ad”
• Primitive “lizard brain”
• Comfort
• Social interaction
• Cultural heritage
• The Pizza Effect
• Dopamine/reward
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Innovation
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Trust and Talk
• Authenticity
• Intellectual Confidence
• Integrity
• Elephant Spotters
• Creative “Boil”
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Pop Culture
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Deeper Connections
• Icebreakers
• Desert Island “insert activity here”
• Member profiles
• Member groups
• Shared values
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Game Dynamics
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Simplicity
• Appointment
• Levels and Status
• Progression
• Communal
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Virtual Components
• Ustream
• Skype
• Google Hangouts
• Livecast glocal
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Chapters – Urban 20 Minute Walk
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Summing Up……
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Questions