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Slides from presentation to Maryland Society of Association Executives.
Citation preview
Social Media and Member Value: How to Create One with the Other
Presented by:
C. David Gammel, CAEHigh Context Consulting, LLC+1 (410) 742-9088david@highcontext.com
What is member value?
Improving the capacity of members to act.
Social media is about people participating in media online rather
than simply consuming it.
Social media for association makes it even easier for members to
improve each other’s ability to act.
What are the possibilities?
Simple vs. Elaborate
A blog. Blogs.
Wikis.
Podcasts.
YouTube
Qualitative vs. Quantitative
Member Engagement
Awareness.
Being present online.
Increased organizational knowledge.
More site visitors.
More page views.
More links.
Better Google placement.
Increased membership.
Increased revenue.
Vision vs. Execution
Association as another way to connect, on a par with other social media sites.
Writing, recording and posting.
Connecting.
Facilitating.
Promoting.
Authentic.
Individual vs. Comparison
What is the association doing?
How does this support our strategy and goals?
What are your members and other constituents doing?
What are your competitors doing?
How present are your issues and organization in the online world?
Change vs. Status Quo
Exciting and interesting!
New and unknown!
Risk!
The world won’t end, quite frankly.
The world won’t know much about you either.
Easy!
Less risky! Maybe?
SQVID
Simple — Elaborate
Qualitative — Quantitative
Vision — Execution
Individual — Comparison
Change — Status Quo
Source: Dan Roam in The Back of the Napkin.
Value
Blogs WikisSocial
NetworkingVideo/Audio Twitter
Authentic voices.
Easy content collaboration.
Create presence on existing services.
DisseminationFree text
messages to followers.
Linkable.Best for focused,
narrow, goals.
The profile is core value.
Capture.Follow
influencers.
Easy to create and manage.
Wikipedia is an anomaly.
Enhances value of your
network.
DIY by Members
Bleeding edge.
Vision Thing
Online Sphere
You
YouTube
Blogs
Flickr
Digg
6 Ws
Who/What
How Much
Where
When
How
Why
Source: The Back of the Napkin by Dan Roam
6 Ws of an Event Blog
Who/What How Much Where When How Why
Big annual event.
At least once a day.
On our web site.
Before.Use free service.
Raise awareness.
Attendees.More during
event.From our
office.During.
Staff and members to
write.
Sell registration!
Exhibitors.Once a day for a month post-event.
From the event.
After.Promote
online and in print.
Collect/share
knowledge.
6 Ws of an Career Group on Facebook
Who/What How Much Where When How Why
College students.
~10,000 students.
On FB!Last year of
college.Use FB.
Help students find jobs.
Facebook group by staff.
Staff/advisors add content 3x
week.From our office.
Start it next month.
Existing and new content.
Establish relationship with future members.
Career development
and job hunting info.
One FB Group.Promote on
campus.
Promote in Fall and during career fairs.
Recruit career experts and
mentors.
Increase future membership.
Social media works best when applied to areas that already produce significant value for your members.
Find out where your members are and what they are doing online.
Start there!
6 Ws of your [insert here]!
Who/What How Much Where When How Why
Questions?
Want a copy of the slides and a subscription to David Gammel’s Web
Strategy Report?
Social media can unleash the power of your members
to improve the value of the association.
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