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

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Published on March 18, 2014

Author: HigherLogic

Source: slideshare.net

Description

This AUDC 2014 presentation was given by Higher Logic President Andy Steggles. The presentation looks at the top disruptive trends which association execs need to be aware of. Starting with an overview of the four core elements of social business and a look at the direction its taking. See key takeaways from the MGI/Higher Logic “Member-to-Member Online Engagement Benchmarking Report” which compares the engagement levels of over 250 associations. Discover how several associations have taken a fresh look at their governance models by embracing the new trend of micro-volunteerism. Hear about the latest in “social mentoring”, take a look at a next generation speaker bureau and understand how your chapters/components are a critical part of your technology driven communications strategy. Finally see how all these innovative technologies blend together to form the foundation of your inbound/content marketing initiatives and the measurable results you can expect.

Do you want to see Higher Logic’s Connected Community in action? Let us know and request a demo. (www.higherlogic.com/hl/products/connectedcommunity/demorequest)

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

3 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA THE EVOLUTION OF PERSONAL SOCIAL NETWORKING 3

4 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA EVOLUTION OF PERSONAL SOCIAL NETWORKING 4

5 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA PERSONAL SOCIAL NETWORKING 5

6 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA BUSINESS SOCIAL NETWORKING 6

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

8 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA THE SOCIAL QUADRANTS 8

9 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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

10 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA WHAT IS A COMMUNITY?  Types  Elements  Examples 10

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22 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA CHAPTERS & COMPONENTS

23 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA CHAPTERS

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28 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA CONFERENCES & EVENTS

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33 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA CROSS POLINATE

34 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA WWW SITE INTEGRATION

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38 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA  Member community lounge or help desk  “Appy” hour  Informal one-on-one training  Giveaways  Professional photographer  Ribbons Onsite Conference Tactics

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40 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA INTRANETS

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44 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA BLENDED LEARNING

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49 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MICRO- VOLUNTEERISM

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51 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA ENGAGEMENT = INBOUND MARKETING 52

53 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA AIA MISSION: RAISE AWARENESS OF INDUSTRY Open or Closed? 53

54 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA OTHER ENGAGEMENT OPPORTUNITIES  Speaker Bureau  Mentoring  Vendor Directory  Expert Directory  Knowledge Bank (wiki)  Medical Case Studies

55 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA RECOGNIZING ENGAGEMENT 55

56 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA MEASURING AND RECOGNIZING Recognition…

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58 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA RECOGNITION: WALL OF FAME

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60 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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

61 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA HIGHER LOGIC'S ENGAGEMENT BENCHMARKING INITIATIVE

62 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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

63 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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

64 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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%)

65 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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

66 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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)

67 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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

72 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA Measure! Pearson's Law: “That which is measured improves. That which is measured and reported improves exponentially."

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74 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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

75 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA “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

76 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA THINK TANK How can in-person and online networking converge using mobile as the enabler? 76

QUESTIONS?

78 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA 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.

79 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA CONTACT INFO  Andy Steggles  andy@higherlogic.com  @asteggles  #HigherLogic Thank you for your participation!

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