Tying Online Social Networking to Membership

Wednesday, April 24

• Smartphone adoption

• Optimizing content for social sharing

• Real-time

• Limitations

The Mobile Imperative

Trends

• Pinterest

• Twitter

• Vine

• YouTube

• How to evaluate/allocate resources to new platforms

Proliferation of Platforms

Trends

• Promote on the timeline

• e-commerce integration

• Share buttons

• Link to unique URL

“Join” Tab on Facebook

Acquisition

• Tie to social platform

• Offer during slow periods

• Follow-up with tailored campaign

Special Promotions

Acquisition

• Highly targetable

• Sidebar vs promoted posts

• Offers/Apps

• On the fly budget

Facebook Advertising

Acquisition

Strategic Contests

• Raise awareness, create buzz

• Thread mission messaging into theme

• Photo, video, trivia, scavenger hunt, Pinterest

• Prospect data capture

Acquisition

• QR Codes

• Email Sign Up

• Surveys/Polls

• Mobile opt-in

AcquisitionOther Data Capture Strategies

Member Promo Reel/Spotlight

Retention

Highlight Member Only Events

Retention

• Share a favorite memory

• Why do they support?

• Ask them to make the ask

Encourage Members to Share

Retention

Retention

• Login protected content vs “open” members pages

• Customer service is expected

Members Only

Retention

• Tell the story behind why members matter

Public “Thank You!”