Download - How to Make Your Association's Private Online Community Your Most Valuable Member Benefit
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HOW TO MAKE YOUR ONLINE COMMUNITY
YOUR MOST VALUABLE MEMBER BENEFIT
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Housekeeping Tech Check
Ask Questions in the Q&A Panel
We ARE Recording!
Twitter Hashtag: #MemBenefit
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Who’s Who
Today’s Presenters
Peggy Hoffman
@PeggyHoffman www.marinermanagement.com/idea-center
Josh Paul
@SociousSuccess blog.socious.com
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Today’s Discussion 1. Membership as a Product
2. What Makes a Great Member Benefit?
3. Steps to Make Your Member Community a
Benefit of Membership
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Finding Member Value
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Treat Membership
Like A
Product
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MGMA
As
so
cia
tio
n M
em
be
rsh
ip
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The Anatomy of
Membership as a
Product
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List of Products
and Services
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A Greater Good
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Contribution
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Attributes of a
Strong Member
Benefit
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Exclusive
Exclusive
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Accessible
Richard Croft [CC-BY-SA-2.0], via Wikimedia Commons
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Simple to Grasp
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Delivers Delivers
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Supported
Supported
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TRADITIONAL VIRTUAL SWEET
SPOT + =
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Steps to Make Your Online
Member Community Your Most
Valuable Member Benefit 5
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Four P’s + One
1. Product
2. Price
3. Promotion
4. Place ?
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Four P’s + One
1. Product
2. Price
3. Promotion
4. Place
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Give a
Compelling
Reason
Why
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Identifying Problems
1. Interviews
2. Confirmatory Surveys
3. Prioritization
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Consistent Content
Become a
Content
Factory
Image: http://www.flickr.com/photos/kalinagoenglish/
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Online Community
Content Ideas
• Blog posts
• Webinars
• Guides
• eBooks
• White papers
• Podcasts
• Video
• Surveys/polls
• Email courses
• Curated content
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Online Community Content Plan
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Image: By Donovan Govan. [GFDL (www.gnu.org/copyleft/fdl.html)
Position Centrally
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The Member
Engagement Difference
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Member Participation
Using the 5 Steps
Average Association Usinga Private Social Network
45.0%
8.7%*
* Source: Marketing General
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Keep Members
Engaged
Does your online community keep
members or customers engaged?
Is your online community perceived as a benefit of being a member or customer?
© Socious 2011
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Characteristics of a
Valuable Member
Community
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Members Get Value From:
• A Single Place
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
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Members Get Value From:
• A Single Place
• Other Members Exclusive
Accessible
Simple to Grasp
Delivers
Supported
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Members Get Value From:
• A Single Place
• Other Members
• Helpful
Information
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
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Members Get Value From:
• A Single Place
• Other Members
• Helpful
Information
• Easy to
Participate In
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
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Members Get Value From:
• A Single Place
• Other Members
• Helpful
Information
• Easy to
Participate In
• Important to the
Organization
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
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Members Get Value From:
• A Single Place
• Other Members
• Helpful
Information
• Easy to
Participate In
• Important to the
Organization
Exclusive
Accessible
Simple to Grasp
Delivers
Supported
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Questions?
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More Information
on Planning Online
Communities for
Associations http://info.socious.com/association-management-resources/