Published on September 21, 2008
Social Media and Member Value: How to Create One with the Other Presented by: C. David Gammel, CAE High Context Consulting, LLC +1 (410) 742-9088 firstname.lastname@example.org
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 LinkedIn Facebook Twitter
Qualitative vs. Quantitative Member Engagement More site visitors. Awareness. More page views. Being present online. More links. Increased organizational Better Google placement. knowledge. Increased membership. Increased revenue.
Vision vs. Execution Association as another way to Writing, recording and posting. connect, on a par with other social media sites. Connecting. Facilitating. Promoting. Authentic.
Individual vs. Comparison What is the association doing? What are your members and other constituents doing? How does this support our strategy and goals? What are your competitors doing? How present are your issues and organization in the online world?
Change vs. Status Quo Exciting and interesting! The world won’t end, quite frankly. New and unknown! The world won’t know much Risk! 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 Social Blogs Wikis Video/Audio Twitter Networking Free text Authentic Easy content Create presence on existing Dissemination messages to voices. collaboration. services. followers. Best for The proﬁle is Follow Linkable. focused, Capture. core value. inﬂuencers. narrow, goals. Enhances Easy to create Wikipedia is DIY by Bleeding value of your and manage. an anomaly. Members edge. network.
Vision Thing You Digg Facebook Flickr Online Sphere LinkedIn Twitter YouTube Blogs
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 At least On our web Use free Raise Before. event. once a day. site. service. awareness. Staff and More during From our Sell Attendees. During. members to event. ofﬁce. registration! write. Once a day Promote Collect/ From the Exhibitors. for a month After. online and share event. post-event. in print. knowledge.
6 Ws of an Career Group on Facebook Who/What How Much Where When How Why College ~10,000 Last year of Help students On FB! Use FB. students. students. college. ﬁnd jobs. Establish Staff/advisors Facebook Start it next Existing and relationship add content 3x From our ofﬁce. group by staff. month. new content. with future week. members. Career Promote in Fall Recruit career development Promote on Increase future One FB Group. and during experts and and job hunting campus. membership. career fairs. mentors. info.
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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