Member Collaboration, Micro-Volunteerism, Social Mentoring, Inbound Marketing and More…
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Facebook and other social media vehicles are perfect for the new focus some associations have employed using micro-volunteerism. Andy will bring case studies of how Associations have harnessed the discrete “moments” volunteers have, and tips to help you harness your social media tycoons. Andy will look at the top disruptive technology trends against which association execs need to guard. Additionally, he will give examples of “social mentoring” that you can employ as you develop your own, next generation speaker bureau and expand your chapters/ components as a critical part of your technology driven communications strategy. Finally, see how all these innovative technologies blend together to form the foundation of your content marketing initiatives and the measurable results you can expect. Andy Steggles President & Chief Customer Officer Higher Logic
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Member Collaboration, Micro-Volunteerism, Social Mentoring, Inbound Marketing and More…
- 1. Member Collaboration, Micro-Volunteerism, Social Mentoring, Inbound Marketing and more… Andy Steggles – President & Chief Customer Officer Twitter: @asteggles
- 2. ABOUT HIGHER LOGIC • 6 Years Old • 55+ Staff • Private (no funding, no debt) • 100,000+ Communities • 15m+ Users • 400+ Associations • Incredible Integration • Strong, private company • Awesome clients • Voted one of the “Top 50 Places to Work” (Washingtonian Magazine) 2
- 4. YOUR MEMBERS WILL THANK YOU FOR IT! • Feeling of inclusion • Anytime ability to collaborate • Searchable access to resources and documents • Committee workspace • Easy to use – access via website, email and/or mobile • Helps them do their jobs better 4
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- 25. Intranets
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- 36. Social Mentoring
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- 50. 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:
- 52. AIA MISSION: RAISE AWARENESS OF INDUSTRY Open or Closed? 52
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- 56. RECOGNITION: WALL OF FAME
- 58. • 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
- 59. • 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
- 60. 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%)
- 61. 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)
- 62. 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 62
- 63. “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.” - Elisabeth Joyce and Robert E. Kraut (2006) 63
- 64. Questions?
- 65. Contact info – Andy Steggles – andy@higherlogic.com – @asteggles – #HigherLogic • Thank you for your participation!
- 66. 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
- 67. 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 0.83 Postings P/P in Last Year Ratio of Members to Postings
- 68. • ILTA • # of Members: 17,491 # of Postings: 1099 in last 30 days 13,563 in last year • FPA • # of Members: 23,051 # of Postings: 534 in last 30 days 5268 in last year 68 0.77 Postings P/P in Last Year 0.22 Postings P/P in Last Year
- 69. • NSA Connect • # of Members: 10,710 # of Postings: 2200 in last 30 days 17,189 in last year • ASAE • # of Members: 20,000 # of Postings: 932 in last 30 days 15,474 in last year 69 0.77 Postings P/P in Last Year 1.60 Postings P/P in Last Year
- 70. • 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 0.31 Postings P/P in Last Year 1.84 Postings P/P in Last Year
- 71. • 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 1.13 Postings P/P in Last Year 0.56 Postings P/P in Last Year
Editor's Notes
- Member Collaboration, Micro-Volunteerism,Social Mentoring, Inbound Marketing and more…Facebook and other social media vehicles are perfect for the new focus some associations have employed using microvolunteerism. Andy will bring case studies of how Associations have harnessed the discrete “moments” volunteers have, and tips to help you harness your social media tycoons.Andy will look at the top disruptive technology trends against which association execs need to guard.Additionally, he will give examples of “social mentoring” that you can employ as you develop your own, next generation speaker bureau and expand your chapters/ components as a critical part of your technology driven communications strategy.Finally, see how all these innovative technologies blend together to form the foundation of your content marketing initiatives and the measurable results you can expect.Andy StegglesPresident & Chief Customer OfficerHigher Logic
- Why Higher Logic? We care and we want our clients to be successful. The Higher Logic client community has 24/7/365, anytime – anywhere, access to Higher Logic’s Users Group (HUG), SNAP Training, Live Chat and hundreds of resources uploaded by clients for clients. Annually we host our Users Group Meeting, affectionately dubbed The HUG Super Forum.
- Examples of community…
- It’s a valuable resource that helps members/clients do their job!
- Examples of community…
- Member Websites vs. Brochure Websites
- Another tactic is to use API’s or web services to pull community content into your main site. The more integrated they are, the better.
- On topic-based resource pages, AANAC pulled in content from a corresponding community (advocacy web page had posts from advocacy community). As members were looking for a vetted resource (article, etc.), they’d see related discussion and were pulled in by it.
- Member CollaborationSocial MentoringMicro-VolunteerismThe Power of Crowds
- These small items DRIVE ENGAGEMENT. Do not hide them! The addition of the progress bar made a huge difference in people completing their profiles. There are a lot of type A people in the association space – they hate having an incomplete bar.
- Volunteerism vs. Engagement Engagement = Emotional Commitment Volunteer = Rendering of a ServiceEvolution of the Traditional Governance ModelNew Opportunities for Engaging Members
- Turnover in online communities is generally very high. Many people who post an initital message to an online community never end up contributing again. Elisabeth Joyce and Robert E. Kraut are researchers from Edinboro University of Pennsylvania and Carnegie Mellon University. They took a look at initial posts made by over 2,700 newcomers to six public newsgroups. They coded the messages and the responses to see if there were any factors at play in future participation.
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- There are also other great applications for event communities. AANAC created an event community for a webinar. They held the webinar, then immediately after, they hosted an online “chat” using the event community discussion group. It was hosted by the presenter plus two additional subject matter experts. It was a great success and they have since added this format into their webinar rotation. The most impressive statistic, to me, is that 33% of posters said it was their first time posting to the community. That’s a great way to get new people involved!