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Meet Today’s Thought Leader: John Foley, Jr.

•CEO and President•Software (SaaS)

• ilink V8: Customer Communications Management • MAX: Marketing Automation. Executed.

•President and CMO•Consulting for Associations

• Marketing, Strategy, Transformation•Marketing for Associations

• Strategy: Audits, and Strategic Planning• Online Marketing Plans: Content, Social, and SEO

•Website Development for Associations

Author

Buy at: JohnFoleyJr.com/Bookstore

I Encourage Multi-Tasking!• Tweet– @HigherLogic– @JohnFoleyJr– #HLlearn

• Ask questions!– Use the interactive chat log– Dialogue with attendees, me, or better yet…ask questions!– We’ll answer as many questions as time allows :)

Today’s Overview1. Chart the Course

2. Assess Challenges and Opportunities

3. Look for Unmovable Obstacles or Large Roadblocks

4. Rally Your Team

5. Enjoy the View!

6. Wrap-Up and Q&A

1

Chart the Course

advisorsontarget.com

Trailblazers are known for being innovators.

They welcome problems and gain momentum by overcoming them.

Start by understanding the culture of your membership and look for their needs.

Ask, will this make their professional life easier?

Understand the Culture of Your Membership• Demographics

• It’s a multi-channel world we live in

• What are they reading daily?

• Your members don’t all use the same type of communication!

philmckinney.com

Demographics

Why Do Members Join Associations?*

•24% for networking•13% for access to specialized information•8% for advocacy•8% to learn “best practices” in their profession

The experience you provide to members has to encompass all of the above, and then some.

Ten Coolest Examples of Social Networking Success

Provide Members with a Member Benefit They Can’t Live Without

The American Staffing AssociationASA Central

The American Staffing AssociationDirectories

Your Members Seek Education DifferentlyDrive Them to Your Community by Connecting Through Multiple Channels

I use emailI Google

everything!

I use Twitter

I’m on Facebook & LinkedIn

I go straight to my association’s

community portal!

What Do Your Members Need?• Educational Content– White Papers– Ebooks– Blog Posts– Podcasts– Charts, Graphs, Statistics

• Resources– Links– Case Studies– Videos

• A good user experience

Will this make my professional

life easier?

memix.com

Ten Coolest Examples of Social Networking Success

Exceptional User Experience for Members

California Society of Association Executives

California Society of Association ExecutivesWebsite + Community = Member Experience

California Society of Association ExecutivesWebsite + Community = Member Experience

2

Assess Challenges and Opportunities

It’s your job to know what your members need

…even before they need it!

Thinkpoint.wordpress.com

Thought Leadership

• YOU are a thought leader (whether you realize it or not!)

thought lead·ernoun

An individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded. wikipedia

• This is why you have members! They look to you for the answers.

Ten Coolest Examples of Social Networking Success

Hosting Relevant Conversations on a Community Site

The American Association of Nurse Assessment CoordinationAANAConnect

The American Association of Nurse Assessment CoordinationUse Discussions for Post-Webinar Engagement

Sharing

• Sharing is caring! :)

• Encourage members to share knowledge and content in the communities

• Highlight what they share to other members as a way to thank them for sharing AND to encourage other members to share!

• The more you show off your members and thank them for what they do, the more you can encourage future sharing!

dashburst.com

Ten Coolest Examples of Social Networking Success

Remind Members of Their Hard Work

Association of Corporate Contributions ProfessionalsLINK Birthday Card – Side One

Association of Corporate Contributions ProfessionalsLINK Birthday Card – Side Two

Association of Corporate Contributions ProfessionalsLINK

Manage Challenges and Opportunities

Ask yourself:

Do I want to be an active or passive part of the future of this organization?

Ten Coolest Examples of Social Networking Success

Cultivate Volunteer Leaders

The American Society of Association ExecutivesVolunteer Town Square

The American Society of Association ExecutivesVolunteer Town Square

3Look for unmovable obstacles

or large roadblocks

Find out which obstacles continue to hinder change and determine ways to address it

Huffi

ngtonpost.com

Ten Coolest Examples of Social Networking Success

Think Out of The Box to Get Members Excited About Your Community Site

The Association of Pediatric Hematology/Oncology Nurses ashpo

The Association of Pediatric Hematology/Oncology Nurses Engagement Puzzle – Promo Poster

Content

• Where does content come from?– Member evangelists– Writers in your association• Look beyond the obvious marketing/communications folks!

– Publications (yes…you wrote it already!)– Freelance writers• WritersAccess.com• Elance.com

• Reuse/Recycle!

coursera.org

If You Write It…They Will Come…Or Will They?

• You know what assuming does…

• TELL members what to do • LURE prospective members in

• Content must have perceived value• PLAN!• Overcome objections early and often use an automated marketing

campaign

Ten Coolest Examples of Social Networking Success

Auto-Subscribe all members to the community

The Society for Human Resource Management

SHRM Connect

Acquisition does not have to be so hard!

• You have to give to get! …yes, give it away

• Most members discover associations through:– word-of-mouth recommendations (86%) They communicated the value to

others– the association website (80%) They came to you for valuable content– email (66%) You reached them with something of value

• See the pattern here…? It’s all about your greatest asset: education! *MGI 2013

Ten Coolest Examples of Social Networking Success

Engage at Your Annual Conference

The International Franchise AssociationFranSocial

The International Franchise AssociationFranSocial – Articles in Member Pubs

The International Franchise AssociationFranSocial Launch – Professional Photographer

The International Franchise AssociationFranSocial Launch Party

Events• Use events to engage, connect, and gain member and non-

member participation

• Focus the conversation pre-event

• Use supporting content from the presenters/educators in pre-event marketing

Ten Coolest Examples of Social Networking Success

Use Collaborate Software to Support Your Event SitesBetter yet…connect them on the same software!

American Society of Health-System PharmacistsAnnual Conference Microsite

Advisory Panels

• Allow members to help overcome obstacles by setting up committees for them to participate in

• Panels allow for membership representation and buy-in

• Those on advisory panels can help shape the future of your association

Ten Coolest Examples of Social Networking Success

Facilitate Networking Relationships

The Association for Professionals in Infection Control and Epidemiology

MyAPIC

The Association for Professionals in Infection Control and Epidemiology

APIContact

Your community site should serve as the hub of all conversations.

Use public social networks to drive traffic to your private social network.

When Do I Use Public Social Media Channels?

Social Media Statistics1 BILLION+

users400 MILLION+

tweets daily

400 MILLION+

users

80 MILLION+

users

12 MILLION+

users

72+ hours of videos uploaded

each minute 2 MILLION+

searches each minute

Social MarketingSocial media marketing focuses on sharing content that attracts attention and

encourages readers to share it.

More than PR! Focus on Conversations• Twitter– Hashtags– Retweets– Twitter Chats

• Facebook:– Questions/Polls– Invite Comments!

• LinkedIn– Groups– Discussions

• Blog – Posts and Comments

Why Should You Care?

Members

Here’s How Social Media Can Help YOU

• Build Awareness and Thought-Leadership

• Generate Inquiries and Qualified Membership Leads

• Create Happy Members Higher Level of Member Service

4Rally Your Team

It’s always more fun to hike with peers.

Talk, share and learn the strengths of your team.

Be thoughtful as you set off on your journey.

Educate and Share

• See a great article on LinkedIn? – Share it!

• Inspired to write a new post for your community? – Collaborate

• Host internal Lunch-and-Learn events with guest speakers

Overcome Challenges!

• Challenge: Insufficient Staff• Solution: Volunteers and Freelancers – Psst outsource?

• Challenge: Association Perception• Solution: Staff and Member Enthusiasts

• Challenge: Lack of a Marketing Strategy (Content, Acquisition, etc)

• Solution: Staff Retreat and Write It Together!

5Enjoy the View

The results of your hard work will pay off!

Watching your member engagement data grow, seeing retention rates increase and discovering new community evangelists are just the beginning.

addicted2success.com

Questions…?• We’ll start with the questions that were asked

ahead of the session

• New questions? Get ready to raise those hands!

6Wrap-Up

TO BECOME THE NEXT SUCCESS STORY!

Let’s Connect!

LinkedIn.com/in/JohnFoleyJr JohnFoleyJr.com

Twitter.com/JohnFoleyJr MarketWithMAX.com

interlinkONE.com GrowSocially.com

Get involved!

Submit your idea at:

http://ilink.me/HLSocial

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