Hot Trends in Association Tech: Member Collaboration, Micro-Volunteerism, Social Mentoring & Inbound Marketing

1 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
HOTTRENDS INASSOCIATION
TECH: MEMBER
COLLABORATION, MICRO-
VOLUNTEERISM, SOCIAL
MENTORING, INBOUND MARKETING
AND MORE!
Andy Steggles
Monday, 3rd March @ 11am

2 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA
INTRODUCTION
 Share your AUDC experience using the official
hashtag: #AUDC14
 Follow me on Twitter: @asteggles

THE EVOLUTION OF
PERSONAL SOCIAL
NETWORKING
3

EVOLUTION OF PERSONAL
SOCIAL NETWORKING
4

PERSONAL SOCIAL
NETWORKING
5

BUSINESS
SOCIAL
NETWORKING
6

7 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 7
SOCIAL “REACH” COMPARISON
BUSINESS PERSONAL
7

THE SOCIAL QUADRANTS
8

PUBLIC NETWORKS
LinkedIn Concerns:
 Too much SPAM
 No Integration
 Member Management
 Poor User Experience
 Missed Revenue Opportunity
What is the Role of Facebook vs. LinkedIn?
9

WHAT IS A COMMUNITY?
 Types
 Elements
 Examples
10

CHAPTERS &
COMPONENTS

CHAPTERS

CONFERENCES
& EVENTS

CROSS
POLINATE

WWW SITE INTEGRATION

 Member community lounge or help desk
 “Appy” hour
 Informal one-on-one training
 Giveaways
 Professional photographer
 Ribbons
Onsite Conference Tactics

INTRANETS

BLENDED
LEARNING

MICRO-
VOLUNTEERISM

Seeking: 55th Annual Meeting - Fitness Track Yoga Instructor
Type of Opportunity: Open Call for Volunteers
Application Deadline: 7/5/2013
Interest Area: Membership Engagement
Contact: Alissa Brower
Time Commitment: Quick Task (less than a day)
Travel Required: No travel required
Volunteer Category: Onsite Conference Volunteer
Level of Effort: Simple task
No. Of Applications Accepted: 2
Description:

ENGAGEMENT
=
INBOUND
MARKETING
52

AIA MISSION: RAISE
AWARENESS OF INDUSTRY
Open or Closed?
53

OTHER ENGAGEMENT
OPPORTUNITIES
 Speaker Bureau
 Mentoring
 Vendor Directory
 Expert Directory
 Knowledge Bank (wiki)
 Medical Case Studies

RECOGNIZING
ENGAGEMENT
55

MEASURING AND RECOGNIZING
Recognition…

RECOGNITION: WALL OF FAME

OTHER RECOGNITION TACTICS
Community moderator – official volunteer position
Give community champions a “sneak peak” at upcoming
upgrades – keep them in the know
Contact members who receive MVM ribbons – use other
volunteers to help
Recognize MVMs at conference awards ceremony – silly
and serious

HIGHER LOGIC'S
ENGAGEMENT
BENCHMARKING
INITIATIVE

X-Large: 100k+
Large: 50 to 99k
Medium/Large: 20k to 49k
Medium: 5k to 19k
Small/Medium: 1.5k to 4k
Small: 0 to 1.4k
SIZE CATEGORIES

Example: Total Users who have a photo AND a bio:
XL (> 100k Members)
SHRM - 1,492 (0.596% of Users)
ASHA - 1,333 (0.726% of Users)
M/L (20k to 49k Members)
SFN - 4,012 (2.182% of Users)
MPI - 2,422 (11.477% of Users)
S (0 to 1.4k Members)
NGO Connect - 296 (20.728% of Users)
REAMP - 280 (32.037% of Users)
POINT IN TIME STATS

TOTAL MEMBERS WHO HAVE
POSTED A DISCUSSION MESSAGE
IN THE LAST YEAR
XL ASHA - 4,622 (2.57%)
M ASAE - 2,780 (12.53%)
S ACA Planners - 150 (64.93%)

DISCUSSIONS: UNIQUE THREADS
VS. THREAD CREATORS (2013)
(XL) ASHA - 7265 (4%) Threads/ 2819 (2%) Creators
(L) NAIS - 2093 (3%) Threads/506 (1%) Creators
(M/L) ASAE - 6088 (27%) Threads/1904 (9%) Creators
(M) IAAPHQ - 9376 (47%) Threads/1693 (9%) Creators
(S/M) ASOA - 3297 (117%) Threads/611 (22%) Creators
(S) ACA Planners - 1834 (461%) Threads/135 (34%) Creators

ENGAGEMENT = SATISFACTION
Case Study: ASAE
 23,000 Members
 13,000 Active within Collaborate
 80% Retention Rate
 3.81 Member Satisfaction Score (FY13)
 1.5 FTEs for Community Management
“Members who are active within Collaborate are 23% more
likely to recommend ASAE” (Source: ASAE Research Department)

OTHER ENGAGEMENT STATS
MGMA
# of Members : 22,560
# of Postings:
1382 in last 30 days
16,586 in last year
ASCRS
# of Members: 9,865
# of Postings:
633 in last 30 days
8263 in last year
67
0.73 Postings P/P in Last Year
Ratio of Members to Postings

ILTA
# of Members: 17,491
# of Postings:
13,563 in last year
FPA
# of Postings:
534 in last 30 days
5268 in last year
68

NSA Connect
# of Postings:
17,189 in last year
ASAE
# of Postings:
932 in last 30 days
15,474 in last year
69

HUG
# of Members: 2,006
# of Postings:
474 in last 30 days
3,695 in last year
CRMUG
# of Members: 7,675
# of Postings:
199 in last 30 days
2,380 in last year (avg)
70

HCCA
# of Users: Approx. 10,000
# of Postings:
627 in last 30 days
5,698 in last year
Google Indexed Pages: 39,800
SCCE
# of Users: Approx 5,000
# of Postings:
627 in last 30 days
5698 in last year
Google Indexed Pages: 31,300
 SCCE Result: Double Digit Yearly Growth since 2008
71

Measure!
Pearson's Law: “That
which is measured
improves. That
which is measured
and reported
improves
exponentially."

ENGAGEMENT STRATEGIES
Profile Completeness – Shamification
LinkedIn Strategy – Migrate Engagement
New Members – Introduce Yourself
 Change your onboarding process to emphasize
community
Embrace Non-Members
Don’t Over-Segment
Open the Conversation (or some of it) – SEO
Auto-Login & Email Contributions
74

“Approximately 61% of newcomers
received a reply to their initial post, and
those who got a reply were 12% more
likely to post to the community again.”
-ELISABETHJOYCEANDROBERTE.KRAUT(2006)
75

THINK TANK
How can in-person
and online networking
converge using mobile
as the enabler?
76

YOUR FEEDBACK IS
IMPORTANT TO US!
Completing a session survey is fast and easy:
Stop by a kiosk or complete the survey on your mobile
phone, laptop, or tablet through the Forward Together mobile
app.
 IOS and Android users may download the app from the
App Store or Play Store by searching “AUDC 2014”
Remember each completed survey is another entry for one of
several daily prize drawings, including mini tablet!
Your feedback helps us improve future sessions and
presentation techniques.

CONTACT INFO
 Andy Steggles
 andy@higherlogic.com
 @asteggles
 #HigherLogic
Thank you for your participation!

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