hot trends in association tech: member collaboration, micro-volunteerism, social mentoring &...
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)TRANSCRIPT
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HOT TRENDS IN ASSOCIATION TECH: MEMBER COLLABORATION, MICRO-VOLUNTEERISM, SOCIAL MENTORING, INBOUND MARKETING AND MORE!
Andy StegglesMonday, 3rd March @ 11am
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INTRODUCTION
Share your AUDC experience using the official hashtag: #AUDC14
Follow me on Twitter: @asteggles
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THE EVOLUTION OF PERSONAL SOCIAL
NETWORKING
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EVOLUTION OF PERSONAL SOCIAL NETWORKING
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PERSONAL SOCIAL NETWORKING
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BUSINESS SOCIAL NETWORKING
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SOCIAL “REACH” COMPARISON
BUSINESS PERSONAL
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THE SOCIAL QUADRANTS
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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?
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WHAT IS A COMMUNITY?
Types
Elements
Examples
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CHAPTERS &COMPONENTS
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CHAPTERS
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CONFERENCES & EVENTS
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CROSS POLINATE
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WWW SITE INTEGRATION
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Member community lounge or help desk
“Appy” hour
Informal one-on-one training
Giveaways
Professional photographer
Ribbons
Onsite Conference Tactics
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INTRANETS
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INTRANETS
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BLENDED LEARNING
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MICRO-VOLUNTEERISM
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Seeking: 55th Annual Meeting - Fitness Track Yoga Instructor
Type of Opportunity: Open Call for VolunteersApplication Deadline: 7/5/2013Interest Area: Membership EngagementContact: Alissa Brower Time Commitment: Quick Task (less than a day)Travel Required: No travel required Volunteer Category: Onsite Conference VolunteerLevel of Effort: Simple taskNo. Of Applications Accepted: 2Description:
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ENGAGEMENT=
INBOUND MARKETING
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AIA MISSION: RAISE AWARENESS OF INDUSTRY
Open or Closed?
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OTHER ENGAGEMENT OPPORTUNITIES
Speaker Bureau
Mentoring
Vendor Directory
Expert Directory
Knowledge Bank (wiki)
Medical Case Studies
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RECOGNIZING ENGAGEMENT
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MEASURING AND RECOGNIZING
Recognition…
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RECOGNITION: WALL OF FAME
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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
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HIGHER LOGIC'S ENGAGEMENT BENCHMARKING INITIATIVE
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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
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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
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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%)
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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
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ENGAGEMENT = SATISFACTIONCase 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)
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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
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0.73 Postings P/P in Last Year
0.83 Postings P/P in Last Year
Ratio of Members to Postings
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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
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0.77 Postings P/P in Last Year
0.22 Postings P/P in Last Year
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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 days15,474 in last year
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0.77 Postings P/P in Last Year
1.60 Postings P/P in Last Year
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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)
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0.31 Postings P/P in Last Year
1.84 Postings P/P in Last Year
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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
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1.13 Postings P/P in Last Year
0.56 Postings P/P in Last Year
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Measure!
Pearson's Law: “That which is measured improves. That which is measured and reported improves exponentially."
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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
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“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.”
- ELISABETH JOYCE AND ROBERT E. KRAUT (2006)
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THINK TANK
How can in-person
and online networking
converge using mobile
as the enabler?
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QUESTIONS?
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CONTACT INFO
Andy Steggles
@asteggles
#HigherLogic
Thank you for your participation!