engaging members in your connected community tm. why is engagement important? member engagement =...
TRANSCRIPT
Engaging members in your Connected CommunityTM
Why is engagement important?
• Member engagement = member retention• Community engagement can be a gateway to
further engagement, e.g. volunteerism, writing, speaking
• High engagement provides content and value to members without intensive staff resources
“I want to tell AANAC how impressed I am with the LTC Network Digest on AANAConnect. I am learning something new every day. And, when I have questions of my own the
answers are always helpful and prompt. I once posted a question and received a response in 7 minutes - you just
can't get that kind of attention anywhere else.”
Jan Davis, RN, CRNAC
How do members engage?
Creators
Critics
Collectors
Joiners
Spectators
Inactives
From Groundswell by Forrester Research
Today’s Agenda Beta-testing Launching your site Marketing your site Getting discussions going Generating Traffic Gamification Reporting Community 201
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Structure for Success
Who needs to be involved?
• Executive team• Staff• Traditional volunteers• Community champions• Subject-matter experts
Plan Your Beta Testing
Staff
50-100 trusted volunteers
1,000 volunteers
Entire membership
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How to recruit beta testers
• Send email asking for volunteers• Attendees of a smaller event• Hand-selecting from known, engaged
members• Committees
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Stages of Beta
• Formal: Have testers complete a set of tasks• Informal: Let testers play• Final: Let testers build content for others
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Ready to Launch?
Phase 1: Start Simple
Open Forum or Primary Groups – one community per 20,000-ish members
First wave of committees Too many groups, people don’t know where to
post
Phase 2: Building on
Install and roll out any add-on modules: mentoring, volunteering, microsites, etc.
Roll out to additional committees
Phase 3: “Full” launch If the site is thriving, consider adding
additional communities if members are requesting them or there is a business need.
Roll out blogs, glossary or other outstanding modules.
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Exercise
Take a moment to list what will happen in each phase of your rollout.
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Get the word out!
Plan Your Launch
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Coming Soon: A members-only forum for connecting, collaborating, and engaging with SWACHA employees and members. View our video to learn more!
Get the Word Out!
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Exercise
Brainstorm five tactics you could use to make your users aware the community is coming.
Contests Messaging is key: a complete profile helps others find you Simple incentives work!
Amex gift card Recognition Conference registration
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ExerciseClients have successfully used contests such as “Everyone who uploads a file to X library this week will be entered in a drawing for a gift card.”Brainstorm three other activities you could turn into contests to get members engaging in the site.
Plant the seeds
How to get conversation going?• Auto-subscribe all members to an open forum• Don’t expect discussion to happen organically• Develop seed questions • Controversy is OK!!!• Feature articles from journal, news stories,
etc.• Get subject matter experts out there• Make sure questions are answered
Discussion Group Launch Strategy1. Announce the community site via other vehicles
first (i.e. your e-mail marketing provider)2. Initial post from President/CEO/Board Chair3. Immediate response to initial post by community
manager so that question + response dynamic is established in the daily digest
4. Work with volunteers to develop 20 to 30 seed questions which will be “posted” by 10 to 15 different members over the first two weeks
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Importance of Seed Questions
For an organization that auto-subscribes 20,000 members:• With 30 seed questions, you can expect 200
messages posted in the first month.• Without any seed questions, you can expect
30 messages posted in the first month.
Exception: When an org is migrating from a previously active email based community.
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Seed Question How-To• Gather questions from active volunteers, beta
testers, or email a group of members.• Impersonate members with their permission
and post on their behalf to control the flow.• Plan to post two messages per day for the first
two weeks. • Enlist volunteers to answer the questions if it
doesn’t happen organically.
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Seed Question Exercise
What is the prevailing reason why you are a member of [your association]?
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Dear Colleagues, Someone recently asked me what the primary reason is that I’m a member of ABC. For me, it’s the ability to have easy access to me industry peers (to network and collaborate). However, it did start me thinking about what the primary reasons are for others?What are your thoughts? What’s your number 1 reason you are a member of ABC? (or if you’re up for it, the top 3 reasons).
Seed Question Exercise
What are the benefits of the ABC certification?
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Hi Everyone, I’ve been in the association world for a few years now and am thinking of studying for my ABC. I’ve looked at all the requirements and it seems like a huge amount of effort. I’m not opposed to putting in the hours, but I’d like to hear from others on whether you see value in it? Is it likely to help my career and will it benefit my employer?
Don’t:• Make the questions sterile• Use the same salutation or sign off with each
message• Ask your members to post the questions• Use all your more provocative questions all at
once
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Do:• Personalize the question, add a story/reason for asking the
question • Provide context• Ensure the author’s profile is complete• Ensure there is a response to every question within two
business days• Impersonate to post the seed questions at the right time• Ensure you have a pool of “champions” which you can reach
out to, to respond to questions etc• Thank the author of any organic post and ask them to update
their profile
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Driving Traffic
Traffic from Main Site
Develop Training Materials
• FAQs on community site• Training videos• Live webinars• Demos at events• One-on-one walk-throughs• “Did you know” ads
“Did You Know?” Ads
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Bi-directional Marketing
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Engagement Strategies• New Members –
Introduce Yourself– Change your onboarding
process to emphasize community
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More Engagement Strategies• LinkedIn Strategy – Migrate Engagement• Embrace Non-Members• Open the Conversation (or some of it) - SEO
Events
Conference Microsite Keep community elements in the background
Conference Community Open six weeks before event Use for attendee communications Post handouts to libraries Encourage speakers to get involved Extend learning/resource sharing
Member community lounge or help desk “Appy” hour Informal one-on-one training Giveaways Professional photographer Ribbons
Onsite Conference Tactics
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Inspire competition, reward success
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
Measure!
Pearson's Law: “That which is measured improves. That which is measured and reported improves exponentially."
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How to Read Engagement Stats• Agreed to terms: how many users have accepted that initial terms
of use page• Communities: the total number of communities. This includes all of
the hidden ones, so it's not all that useful.• Community members: a non-unique count of how many people are
in communities (if I were in two, I'd be counted twice)• Connections made: the number of contact requests that have been
sent and accepted• Content contributions: the number of discussion posts, blogs and
library entries have been made (I believe this number is also determined by multiplying the raw number by engagement point value)
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How to Read Engagement Stats• Engagement score: aggregate of all engagement activities hat have
happened within the site multiplied by their assigned point value (see Users and companies > engagement points)
• People with >2 friends: users who have two or more contacts in their contact list
• Profiles created: a misnomer since all members have a profile. It's actually a count of how many people have added a pic or bio to their profile
• Profiles with pictures: the number of profiles with profile photos added
• Total logins: how many total logins there have been to the site• Unique logins: how many unique individuals have logged into the
site.
Other measures
Renewal rates Member satisfaction (overall + community-
specific questions) Non-community engagement
Your job is never done
Explore Other Community Uses• Certification study groups• Staff/chapter leader branding library (logos,
guidelines, etc.)• Mentoring• Volunteerism (micro-volunteerism)• Directories• Intranet and/or www website
Client Examples• American Staffing Association – Public-facing
directories• Alliance of Cambridge Advisors’ Braintrust –
heavy use of tagging• Medical Group Management Association –
Online certification study groups• CASE (Intranet)
Angelika LipkinSenior Manager, Client [email protected]
Heather McNairDirector of Client [email protected]