how to make your association's private online community your most valuable member benefit
Post on 21-Oct-2014
1.721 views
DESCRIPTION
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.TRANSCRIPT
HOW TO MAKE YOUR ONLINE COMMUNITY
YOUR MOST VALUABLE MEMBER BENEFIT
Housekeeping Tech Check
Ask Questions in the Q&A Panel
We ARE Recording!
Twitter Hashtag: #MemBenefit
Who’s Who
Today’s Presenters
Peggy Hoffman
@PeggyHoffman www.marinermanagement.com/idea-center
Josh Paul
@SociousSuccess blog.socious.com
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
Finding Member Value
Treat Membership
Like A
Product
MGMA
As
so
cia
tio
n M
em
be
rsh
ip
The Anatomy of
Membership as a
Product
List of Products
and Services
A Greater Good
Contribution
Attributes of a
Strong Member
Benefit
Exclusive
Exclusive
Accessible
Richard Croft [CC-BY-SA-2.0], via Wikimedia Commons
Simple to Grasp
Delivers Delivers
Supported
Supported
TRADITIONAL VIRTUAL SWEET
SPOT + =
Steps to Make Your Online
Member Community Your Most
Valuable Member Benefit 5
Four P’s + One
1. Product
2. Price
3. Promotion
4. Place ?
Four P’s + One
1. Product
2. Price
3. Promotion
4. Place
Give a
Compelling
Reason
Why
Identifying Problems
1. Interviews
2. Confirmatory Surveys
3. Prioritization
Consistent Content
Become a
Content
Factory
Image: http://www.flickr.com/photos/kalinagoenglish/
Online Community
Content Ideas
• Blog posts
• Webinars
• Guides
• eBooks
• White papers
• Podcasts
• Video
• Surveys/polls
• Email courses
• Curated content
Online Community Content Plan
Image: By Donovan Govan. [GFDL (www.gnu.org/copyleft/fdl.html)
Position Centrally
The Member
Engagement Difference
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Member Participation
Using the 5 Steps
Average Association Usinga Private Social Network
45.0%
8.7%*
* Source: Marketing General
Keep Members
Engaged
Does your online community keep
members or customers engaged?
Is your online community perceived as a benefit of being a member or customer?
© Socious 2011
Characteristics of a
Valuable Member
Community
Members Get Value From:
• A Single Place
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
Members Get Value From:
• A Single Place
• Other Members Exclusive
Accessible
Simple to Grasp
Delivers
Supported
Members Get Value From:
• A Single Place
• Other Members
• Helpful
Information
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
Members Get Value From:
• A Single Place
• Other Members
• Helpful
Information
• Easy to
Participate In
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
Members Get Value From:
• A Single Place
• Other Members
• Helpful
Information
• Easy to
Participate In
• Important to the
Organization
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
Members Get Value From:
• A Single Place
• Other Members
• Helpful
Information
• Easy to
Participate In
• Important to the
Organization
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
Questions?
More Information
on Planning Online
Communities for
Associations http://info.socious.com/association-management-resources/