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A collaborative presentation with Small World Labs (date: 2/12/2009)
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TOP SOCIAL SOLUTIONS FOR ACQUIRING & RETAINING MEMBERS IN 2009
privately-held company; founded in 2005 ; hq in austin, texas• single focus on “building successful & vibrant on line communities”• social media veteran/pioneer
150+ enterprise customers
small world labs buzz• award winning technology including “best for” award from Inc. magazine• featured in publications, including:
WHO IS SMALL WORLD LABS?
Tough times
Reality:
Economic conditions are impacting associations across the board, both in mission and in membership.
But the news isn’t all bad. Union
membership is on the rise! Why?
• meet peers and expand personal network
• collaborate and communicate
• knowledge share
social media creates an environment where your users can congregate to:
WHAT IS SOCIAL MEDIA?
Hmmm..sound familiar?
With social media Associations
become… •super connectors
•hub and catalysts for conversations
•fuel for outreach beyond the traditional boundaries
• Decade of association experience– Membership development marketing– Chair of GWSAE’s Emerging Leaders Group
• Account strategist with Convio– Worked with both small & large nonprofits
• President, Gravit8 Social Relationship Marketing
• Immersed in web solutions for over ten years…social media for last five years
ABOUT CHRIS BAILEY
Social Solution #1
Connections The Tale of the Diabolical Directory“A classic tale of obsolescence…”
One association missed a crucial member need due to their cherished directory
How? They merely transferred their paper directory to an online format
What happened?
Social Solution #1Online
Community
The Big WHY? emphasizes the value of association
The CHALLENGE• Offering members the
ability to:– Easily connect with
like-minded peers– Long-term
relationships that have value
• Utilizing talents within your membership
• Share personal information• Exchange contacts• Highlight their own skills and expertise
Online Communities allow your members to:
The Value of Connections:
community users remain customers
50% longer than non-community users.
Source: AT&T, 2002
NEXT STEPS: Online Communities
• begin with the ‘end’ in mind… business goals drive community goals
• put together a business plan for the community• grow your technology with the community
as they request new features – helps build credibility and ties you into the community needs
Social Solution #2
Conversations The Tale of the Alarming Loudspeaker“A woeful tale of one-way communication…”
One association’s consistent approach to keep doing what it’s always done
How? A continuation of old practices like brochure website and outbound-focused publications
What happened?
Social Solutions #2People-Powered
Communications
The Big Why• Promote more a deeper
sense of efficacy amongst your members
The Challenge• Creating ways to
encourage actual dialogue– Member-to-Member– Member-to-
Association– Member-to-Society
• Personalize value of their membership• Collaborate with other members• Share and collect business ideas
Personally-powered communications that allow your members to
Value of Connections:
Online comments by users are second only
to offline WOM in purchase influence
Source: Rubicon Consulting, October 2008
NEXT STEPS: People Powered Communications
• Prep legal, executive team, and Board for the issues you’ll face like dissent, trolling, etc.
• Develop strategy for engaging in conversation• Build structure to stay
involved. That meansidentifying staff responsiblefor communications.
Social Solution #3
Outreach The Tale of the Abominable Advertisement
“A terrifying tale of mass media mayhem…”
One association’s noble intention: to spread the word about the benefits of their profession
How? Via billboards, nationally televised PSAs, a Got Milk-like ad campaign
What happened?
Social Solution #3Outreach
The Big Why• Social Networks are
growing rapidly at the expense of broadcast and print
The Challenge• Generating awareness
at a grassroots level• Enabling members to
actively recruit and advocate for you association
• Peer-to-peer communications• Trusted reputation
Existing external networks that leverage your members’:
Value of Outreach:
75% of online users 18-24 years old and 50%
of 24-35 year olds online have joined a
social network.
Source: eMarketer, 2009
NEXT STEPS: Outreach
• Determine where your members already hang out online• Build your presence, not just through
posting content but through commenting
• Make it easy for your members to share content
• Cultivate Structure
• Be Patient
• Experiment and Measure
Some Final Keys
Sam Eder
@sameder
Chris Bailey
@chris_bailey
www.smallworldlabs.com
Thank You!
www.gravit8.com
