building communities of value - using social communities to add value to your members
DESCRIPTION
My slides from the Memnet Membership Excellence Conference, 24th February 2012. Case study and overview of using community for membership bodies.TRANSCRIPT
Collaborative Insight BrubakerHR
Gareth Jones Inmate BHR
Using Social Communities To Add Value For Your Members
Why go ‘social’?
Challenges…
Grow Membership
The route to new
members is
through non
members
Increasing Competition!
“Due to budget constraints, the light at the end of the tunnel will be switched off until further notice.” Anonymous
Remain Relevant!
Solution…
“If membership bodies didn’t exist, and we were creating them today, they would be formed as communities with a purpose.” Me! January 2012
“The new engagement strategy is seen as the fundamental driver in the shift from authoritative voice, institute/professional centre, to a community hub, an expertise centre, an enabler, a introducer/facilitator of the connection of others. ” Xxxxx Xxxxx, CEO, xxxxx. March 2011
Engagement in numbers… 135,000
(Total Members)
20% (‘Active’ Members)
115,000 Missed Opportunities
equals
Non members
Insight
Increase Revenue Potential
Status…
Community in numbers…
26% - number of members who visited the community.
8% - number of visitors who post once a month at least.
The top post in January generated 41 comments 1138 reads
Of total visitors, 52% are new and 48% are repeat visitors
6000 unique monthly visitors
Average visit duration 16.50 compared to 5.43 for the main site
MEMBERS COMMUNITY
INNOVATION
COLLABORATION
TRUST
FEEDBACK
NPD INSIGHT
OPENESS
ADVOCACY LOYALTY
Publishing
Research Training
Membership
Events
Benefits to members…
Facilitate networking between members and non members
Provide a ‘virtual branch network’ to support the ‘offline’ branches
Integrate their membership with their other social activity.
Support knowledge sharing and case management
Deliver personalised content through a managed ‘profile’.
Food for thought… The community is not just in the ‘community’ – increasing activity on social platforms
Harness the power of conversation – ‘conversational SEO’ can act as a powerful search signpost
“A person like me” – the new person to trust. Dramatic rise in peer to peer dynamic
Community members spending 2.5 times the average online customer in some cases
Social media shows the biggest increase as a trusted source of information.
Companies are using community as a source of innovation from customers. Members are customers too.
Final thought…
“A ‘new and improved’ body will without doubt be a participative one – joining in the conversations, responding, contributing and generally interacting with members much more intimately and frequently than we do currently. ” Re engaging Membership Through Community. Gareth Jones. October 2011
You can’t be social on the outside, if you are not social on the inside…
…the culture shift imperative
Thank you!
Gareth Jones
07880 742581 @garelaos
www.linkedin.com/in/garethmjones www.garethjones.me www.brubakerhr.com