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[Presented at The 2014 ASAE Annual Meeting & Expo] Micro-volunteerism, social mentoring and inbound/content marketing are just a few of the top disruptive trends with major implications for associations. Take a look at these trends, hear real examples of associations embracing (and implementing) them, and walk away with a solid understanding of the best and worst member collaborative practices and how to measure them. Andy Steggles President & Chief Customer Officer Higher Logic [email protected] 202.559.7733 higherlogic.com/andysteggles Michael Cummings Principal Tate/Cummings [email protected] 646.241.7748
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#ASAE14
Hot Trends in Association Social Tools
Sunday, Aug 10th, 20143:30 – 4:30pmhashtag: #asae14 LS2
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WELCOME!
Andy StegglesPresident & Chief Customer OfficerHigher Logic
Michael CummingsPrincipal
Tate Cummings
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Pre Conference Survey
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You Choose: Disruptive Trends
1. Social Business
2. Volunteerism
3. Measuring Social
4. Social Mentoring
5. Talent Identification
6. Mobile
7. Expert Directory/ Speakers Bureau
8. Frictionless Content
9. Employer Branding
10. Automation
11. Social & Content Marketing
12. Share Your Disruptors
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Disruptor #1SOCIAL BUSINESS
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THE EVOLUTION OF PERSONAL & BUSINESS
SOCIAL NETWORKING
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PERSONAL SOCIAL NETWORKING
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Social “Reach” ComparisonBUSINESS PERSONAL
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SOCIAL BUSINESS QUADRANTS
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Disruptor #2VOLUNTEERISM
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TERM BASED VOLUNTEERISM
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TASK BASED-VOLUNTEERISM
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Seeking: 55th Annual Meeting – Fitness Track Yoga Instructor
Type of Opportunity: Open Call for VolunteersApplication Deadline: 7/5/2014Interest 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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MICROVOLUNTEERISM
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Disruptor #3MEASURINGSOCIAL
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ASAE’s Top 10 Members
collaborate.asaecenter.org/top10
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American Society of Association Executives (ASAE) Case Study
• Use Net Promoter Methodology• 21,533 members• 13,272 subscribed to Collaborate• 3016 Completed Survey• 81.6% (2462) of the Respondents were
Collaborate Users
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Correlation Analysis
• Engaged Members: 23% More Likely to Recommend ASAE (Earned Media)
• Completed Profile = Double NPS• Higher NPS = More Money Spent• More Money Spent = Higher NPS
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2014 Community Benchmarking Report
By Marketing General
and Higher Logic
www.HigherLogic.com/Benchmarking
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Disruptor #4SOCIAL MENTORING
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SOCIAL MENTORING
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Disruptor #5EMPLOYER BRANDING
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It’s Not About the Money
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EMPLOYER PERCEPTION
Association social communities are a vehicle for company ambassadors to improve their employment brand
The industry association is the “front line” for promoting a company’s culture
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We Talk More About the Good Things
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Disruptor #6MOBILE
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40% of employees rely on mobile devices to perform their work
37% for more than 60 minutes per day
Almost everything a company does will become mobilized over the next 2 to 3 years
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Which is more appropriate and when?
Responsive vs. Adaptive
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Which is more appropriate and when?
Responsive vs. Adaptive vs. Native
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Disruptor #7EXPERT DIRECTORY
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Disruptor #8FRICTIONLESS CONTENT
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MAKE IT EASY
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Disruptor #9TALENTIDENTIFICATION
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CANDIDATE ENDORSEMENTSMembers are utilizing their communities to recruit for themselves and others
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TALENT COMMUNITIESMember communities are developing into industry talent communities-Average response to job posting: 400 resumes
-35% meet minimum requirements
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Disruptor #10AUTOMATION
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Disruptor #11SOCIAL & CONTENT MARKETING
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OUTBOUND MARKETING
• "OLD MARKETING" is "any marketing that pushes products or services on customers.“
• Also referred to as: “Interruption Marketing”• Not Educational• One-Way Communication
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INBOUND MARKETING
“New Marketing” is “any marketing tactic that relies on earning people’s interest instead of buying it.”
Also referred to as “Content Marketing”
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INBOUND MARKETING
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HIGHER LOGIC’s OWNED MEDIA
Learning Series Educational Videos Higher Logic Academy Success Tips Engagement Benchmarking Hired a Writer Guest Blogs Paid Blogs Speaking Engagements White papers User Group (HUG) Net Promoter
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www.youtube.com/user/HigherLogicTV
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How Can Associations Generate Owned Content?
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MEMBER ENGAGEMENT
=INBOUND
MARKETING 71
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AIA MISSION: RAISE AWARENESS OF INDUSTRY
Open or Closed?
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Disruptor #12SHARE YOUR DISRUPTORS
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ADDITIONAL RESOURCES:SUCCESS GUIDES
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Contact us
Andy StegglesPresident & Chief Customer Officer
Higher Logic
202.559.7733
higherlogic.com/andysteggles
Michael CummingsPrincipal
Tate / Cummings
646.241.7748
