adopting education strategy to jump-start member engagement
DESCRIPTION
Aaron delivered this presentation as part of The New World of Member Engagement Webinar Series sponsored by Young Association Professionals, Aggregage, Association Universe and Infinite Conferencing on Wednesday, Jan. 16, 2013.TRANSCRIPT
Adopting Education Strategy to Jump-start Member Engagement
Wednesday, Jan. 16, 20132 – 3 p.m. ET
@AaronWolowiec
Poll Question
• Which of the following best describes you?– CEO (association or AMC leader)– Professional staff (non-CEO staff)– Industry partner (association supplier)– Consultant (services the industry)– Young professional (30 and under)– Other
Learning Road Map
• Strategic planning• Education equation• Q&A break• Education strategy• Community• Wrap-up• Discussion• Contact information
Strategic Planning
According to LinkedIn Skills & Expertise:Strategic planning is an organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy.
Resource: http://linkd.in/WKlXh5
Key Components
Mission
Vision
Values
Mission
Definition• Reason for existence• Describes what the
company does• Communicates purpose to:
– Employees– Customers– Vendors – Stakeholders
Example: MSAEMSAE exists to ensure a knowledgeable, professional and successful association community.
Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
Vision
Definition• Future successful state• Inspirational • Aspirational• Mental image of the future• Challenge and
inspire employees
Example: MSAEOver the next three years, MSAE will evolve its services and refine its operations to achieve a high level of value for its members and its members’ members as demonstrated by three pillars of success.
Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
Values
Definition• Organization’s belief system• A moral compass for the
company and its employees• Guides decision making • Principles of the
organization’s culture• Shared by leadership
Example: MSAE• Commitment• Integrity• Diversity• Community
Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
Reflection
Process
• Extensive interaction with key stakeholders
• Present state of the industry• Role of the association within that
environment• Implications for the future
Timeframe
• 1-12 months• Operational
• 3-5 years or more• Strategic
Long TermShort Term
Elements
• Government relations
• Membership• Human resources
• Public relations• Meetings• Technology• International
Poll Question
• Does your organization have a separate strategic education plan?– Yes– No– I don’t know
Education Equation
Education Engagement Loyalty Membership Return
Education
Association• Digital learning • Classroom learning• Expositions• Meetings • Events• Certification• Field experience
Membership• Blogging• RSS feeds• Social bookmarking• Social networking• File sharing• Communication tools• Collaboration tools
Engagement
• Creators• Conversationalists• Critics• Collectors• Joiners• Spectators• InactivesResource: http://slidesha.re/11teTNv
Loyalty
People will:– Do business with someone they are familiar with
and have learned to trust– Try to establish a long-term relationship with an
organization after a positive experience– Become loyal to organizations with whom a
relationship has been established– Base their membership decisions on past
experiences, customer service and quality
Return
• Member acquisitions
• Retention numbers• Meetings
attendance• Bottom line– Purchases– Sponsors– Exhibitors
1. Jump-start member engagement 2. Leverage/tweak current
education programs/content3. Work smarter (Not harder!)
Strategy 1: Job Analysis
Resource: Certification Simplified: A Primer for Staff and Volunteer Leaders
• Task analysis• Role delineation• Identify– Knowledge– Skills– Successful performance– Competencies– Domains
Engagement Opportunities
• Planning• Draft questionnaire/
interview questions• Communication• Incentivize participation
• Release questionnaire/ conduct interviews
• Interpret findings• Recommendations• Implementation• Evaluation
Strategy 2: Content Curation
• What is it?– Sorting through vast amounts of content– Presenting it in a meaningful way– Organizing it around a specific theme
• Why is it valuable?– We live in an era of content abundance– Content curation offers high value– Maximizes resources and builds community
Engagement Opportunities
• Guest bloggers• Executive briefs• White papers• Social media feeds• YouTube videos• Articles/columns
• Curated:– Slide decks– Resource materials– Discussions– Chat transcripts– Question/answer
summaries
Strategy 3: Branding
• Brands matter• Align customer
expectations with extraordinary experiences
• Special/unique qualities• Promote brand identity• Trust improves meeting
attendance
Engagement Opportunities
• Plan quality education sessions– Thought leaders– Instructional strategies
• Intentional networking– Meaningful connections
• Innovative brand– Clever name, logo and
tagline– Consistent graphics,
shapes and colors– Meeting value and brand
promise
Strategy 4: Communication
• Communication channels• Comprehensive, multi-
media marketing• Education benefits,
outcomes, testimonials • Number of touch points• Release strategy• Shared calendar
Engagement Opportunities
• Channels– Newsletter/magazine– Blog/website– Social media– Online community– Direct mail– Email
• Roles– Interviewers – Writers– Editors– Posters– Reviewers
Strategy 5: Transference
• Past experiences• Learning task• Bridge theory with
practice• Transfer task• Modified behavior• Teach others
Engagement Opportunities
• Follow through– 90-day window
• Offer support – Proactive – Community– Responsive
• Remove barriers– Clarification– Practice scenarios– Additional training
• Celebrate successes– Recognition
Five Education Strategies
1. Job analysis
2. Content curation
3. Branding
4. Communication
5. Transference
Next Steps
• Refine ideas–Action items–Resources–Completion dates
• Implement ideas• Accountability–Partner/team
Community
• Board members• Components • Facilitators • Legislators• Members• Regulators
• Speakers • Sponsors• Staff• Thought leaders• Vendors/suppliers• Volunteer leaders
Final Thoughts
• Write a separate strategic education plan• Education Engagement Loyalty
Membership Return• Leverage/tweak current education
programs/content first• Work smarter (Not harder!)• The secret to your success is intentionality• Implement a new strategy within 90 days
Housekeeping
• Consultation discount: – [email protected]– Email within one week
• Slide deck:– http://www.slideshare.net/aaronwolowiec– Available tomorrow morning
Discussion
• What’s the biggest takeaway you’re leaving with today?
• What strategy will you implement first?• What engagement best practices do you
employ within your organization? • What additional resources would you like to
share with participants? • What lingering questions do you have?
Aaron D. WolowiecMSA, CAE, CMP, CTA
(616) [email protected]