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FACEBOOK, LINKEDIN, TWITTER,ONLINE COMMUNITY, ETC.
Increasing Membership with New Media
Introductions
Sherry Budziak, President, .orgSource
Stuart Meyer, Marketing, Membership, and Communications Officer, Emergency Nurses Association
George Dearing, Senior Corporate Evangelist, Telligent
Amith Nagarajan, Chairman and Chief Executive Officer, Aptify Corporation
Word of Mouth Marketing
Social Media and NetworkingPowerful tools + Easy to use =
Everyone can create content
How Do We Use New Media to Market Membership
By Building Trust and Community Organizations can no longer dictate their brands Credibility and trustworthiness is crucial We must harness our members as brand defenders
and brand champions Trust overcomes fear of risk at the end of the
purchase cycle
Word of mouth marketing
So how do you build trust? Meet your members online, and engage
Show up where they search Facebook Twitter Twine LinkedIn Blogs YouTube Flickr Wikipedia
Monitor (listen) everything being said about you, engage when you can help
Build tools and materials for your brand defenders
Get connected everywhere…
EMERGENCY NURSES ASSOCIATION
Case Study
ENA PROFILE • 36,780 Members
• 50 State ENA Councils
• 200+ Local ENA Chapters
• Work Environment
Building Blocks for Increasing Membership Through Social Media and Networking
Experimentation
• Bottom-up grassroots focus
• Outreach and engagement
• Indirect relational membership marketing mentality
Activist audiences that are already engaged
• Components
• Interest groups
• Functional segments & volunteers
ENA Membership Growth September 2008 - February 2009
35,000
35,500
36,000
36,500
37,000
Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09
In Search o the
O ficial ENA Facebook Group
GEORGE DEARINGTELLIGENT
Case Study
Quick Snapshot // NBCF
We provide funding for RESEARCH to find the cure for breast cancer
We increase awareness through EDUCATION
We provide MAMMOGRAMS for those in need
“NBCF accomplishes its mission through initiatives such as the National Mammography Program (NMP), Beyond the Shock educational video, MyNBCF online community, and the Early Detection Plan.”
Developing A Strategy
What Are The Tools To Tell Our Story?
Where do we need to be?
When we get there, what do we do?
When we figure out what to do, how do we engage?
How do we manage all of our digital properties?
How do we measure it?
How Do We Find Our Influencers?
Developing The Digital Footprint
Image Credit //
NBCF’s new media strategy started with a social media audit. Usual suspects ensued –MySpace,Facebook,Twitter
Recognized website as #1 marketing vehicle to further the cause. But how to evolve its reach?
After Digital Footprint, NBCF needed to manage communication and digital media – executed its community strategy next
Facebook // Marketing & Communications
Facebook For Brand Awareness
Users Can Connect At The “Cause” Level
Facebook platform for brand communication and messaging
Helps refine “Influencer Model”
Twitter / Microblogging
Twitter is a communications outlet for conversations and brand communication
Provides “lubricant” for NBCF’s web content – PR, community links and other targeted content
Functions as backchannel for NBCF for partner and employee communication
Social Networking / Twitter
NBCF uses social networking directories to raise awareness, find influencers, and recruit partners
Provides SEO and SEM lift for NBCF’s web content
Content Aggregation Via Alltop
NBCF uses Alltop’s content aggregation model to raise brand awareness and garner thought leadership
Easy way to bolster SEO / SEM results as content is optimized and indexed daily
Alltop provides “discovery” opportunities within am industry. Who are the trend makers & who can NBCF partner with for content distribution?
Using Community To Connect, Collaborate, & Communicate
Early community presence trusted a 3rd-party to engage with community members
Sought a social networking platform to create deeper relationships, facilitate conversations and encourage feedback.
Needed an integrated platform that allowed NBCF to use Web 2.0 apps like blogs, wikis, forums and groups
Analytics allow NBCF to respond in real-time to users and industry trends
Integration w/CRM and other marketing automation capabilities provides holistic view of the customer
Communities Of Interest // Groups
“Groups” rollout provides users with sub-communities or “communities of interest
Provides collaboration capabilities inside and outside the firewall
NBCF can administer groups or delegate to sponsors or community members..cuts down on technical requirements & maintenance
Groups can have certain apps turned on or off ( i.e – a group might start by provisioning a blog and wiki with no need for a forum)
Value Drives Usage And Loyalty
Onramp application that drives usage and adoption
Users get reminders on their terms -text, Facebook, email,calendar,RSS
“The Reporting Aspect For Us Was Huge”
How many new users are signing up?
Where conversations are happening?
Are conversations positive or negative?
Data is parsed by department and used for different workflows
Community Strategy Drove Results
a 13% increase in online donations $$
and a 28% increase in MyNBCF Community sign ups
500 New Members in less than 2 weeks post launch
The Future //Mobile, Mashups, Micro-communities
Viddler for Video Distribution Flickr API WordPress API for Journaling LBS – location-based services iPhone app Mobile Community Google Map APIs (mashups) Plus 3 Network (niche
community)
Case Study
AMITH NAGARAJANCHIEF EXECUTIVE OFFICER
APTIFY
Social Network Overview
– Social Networks enable groups of like-minded individuals to congregate and share knowledge…sound familiar?
– Social Networks enable groups of like-minded individuals to congregate and share knowledge…sound familiar?
– Integration is where the real value comes from, and is highly dependent on the AMS
– Integration is where the real value comes from, and is highly dependent on the AMS
– The AMS must seamlessly transfer relationship and interest information in and out of the database
– The AMS must seamlessly transfer relationship and interest information in and out of the database
A Social Network is good for members. A Social Network tied to an AMS is great for members!
A Social Network is good for members. A Social Network tied to an AMS is great for members!
Social Network Approaches
Integrating Social Media with an AMS
- Access to new sources of relevant information - Access to new sources of relevant information
Member Benefits Member Benefits
- Ability to form/create communities or groups based on interests, hobbies, etc.
- Ability to form/create communities or groups based on interests, hobbies, etc.
- Enables seamless networking - Enables seamless networking
- Ability to stay in touch (through career changes and/or life changing moments)
- Ability to stay in touch (through career changes and/or life changing moments)
Integrating Social Media with an AMS
- Extend the value of your organizations brand - Extend the value of your organizations brand
AssociationsAssociations
- Embrace new technologies (both from an individual and association perspective)
- Embrace new technologies (both from an individual and association perspective)
- Leverage information to improve business practices/processes
- Leverage information to improve business practices/processes
- Reach a diverse segment of the population • Professional Communities/Groups • Fans/Friends • Professional Interests/Hobbies • Take sub-service strategies to the next level!
– Free your staff for other important work
- Reach a diverse segment of the population • Professional Communities/Groups • Fans/Friends • Professional Interests/Hobbies • Take sub-service strategies to the next level!
– Free your staff for other important work
Integrating Social Media with an AMS
- Incorporate viral marketing and member referral campaigns Fundraising, membership campaigns, grass-
roots, and events
- Incorporate viral marketing and member referral campaigns Fundraising, membership campaigns, grass-
roots, and events
ExamplesExamples
- Use as a recruitment tool- Use as a recruitment tool
- Use as a marketing tool- Use as a marketing tool
- Manage a member’s change in employers
- Manage a member’s change in employers- Advance social causes- Advance social causes
Pitfalls/Concerns
A few things to watch out for…A few things to watch out for…
– Security Issues– Security Issues
– Branding/marketing concerns– Branding/marketing concerns
– Availability of resources– Availability of resources
– Advanced planning (think about strategy upfront)
– Advanced planning (think about strategy upfront)
– User adoption– User adoption
– Metrics– Metrics
Conclusion
Conclusion
Be TransparentBe AccurateBe RespectfulBe ConnectedMonitor CommentsBe a Valued MemberThink Before You PostMaintain ConfidentialityBe Aware of LiabilityProtect Your Identity and the
Organization’s Brand