how to create a private online community that your association members with use and your board will...
DESCRIPTION
These slides were presented to association executives at the 2014 New England Society of Association Executives (NESAE) Technology Conference. The interactive presentation focused on three areas: 1. Helping association executives articulate the strategic and functional differences between the large public social networks and private online communities. 2. Proven strategies for how associations can build thriving, active member communities online. 3. Three ways that associations derive a measurable ROI from their private online community strategy.TRANSCRIPT
How to Create a Private Online Community That Your Members Will Use & Your Board Willmmm
Josh Paul | @SociousSuccess
Knowing the differences is important.
Being able to clearly articulate and illustrate the differences is more
important.
Two Mindsets: Personal and Professional
Free
Members Are Already Using
These Platforms
Help, Support, and More Success in Job or Industry
Not Free
Requires Time and Planning to Attract
and Engagement Members
THE BASICSCost
Where Members Are
How Member Use Them
PUBLIC SOCIAL NETWORKS PRIVATE COMMUNITIES
Source: LinkedIn & TNS Source: Gallup & Walls Street Journal
Build personal brands
within a niche
Help others
Get answers and support
Stay informed
Access exclusive
information
Find partners
Ask experts
Have a voice in the
future direction of an
organization
Get job or career
advice
STRUCTUREDiscussions
Data Ownership
Walls
The Network Owns the Data
Groups
Your Organization Owns the Data
PUBLIC SOCIAL NETWORKS PRIVATE COMMUNITIES
Little Control
Manual Permissions
Management
Limited Options
More Control
Access is Based on AMS Data
Flexible and Extensive
CONTROLSegmentation
Management and Moderation
Branding and Uniqueness
PUBLIC SOCIAL NETWORKS PRIVATE COMMUNITIES
STRATEGYUsage and Results
Targeted Engagement
Message Penetration and Competition
PUBLIC SOCIAL NETWORKS PRIVATE COMMUNITIES
Broadcasting Content and Ideas,
Relationships
Simple and Few Options
A Lot of Noise
Member Benefits and Engagement
Granular Targeting Based on
Demographic, Transactional and Behavioral Data
Focused and Relevant
FUNCTIONALITYMedia Types
Engagement Opportunities
Analytics and Reporting
PUBLIC SOCIAL NETWORKS PRIVATE COMMUNITIES
Text Updates, Links, Photos, and
Video
Status Updates, Photo/Videos, and
Comments
Anonymous and Content-Focused
Text Updates, Links, Photos, and
Video + Documents, Files,
Audio, and Presentations
Discussions, Polls, Surveys, Idea Submission, Video
Libraries, File And Document Libraries, Event
Registration, Member Directories, Blogs, And
Social Networking
Contextual and Member-Focused
Should Your Treat Your Private Online
Community Like a Technology, Social Media Tool, or Member Benefit?
Attributes of a strong
member benefit:
1. Exclusive
2. Accessible
3. Simple to Grasp
4. Delivers
5. Supported
Attributes of a strong
member benefit:
1. Exclusive
2. Accessible
3. Simple to Grasp
4. Delivers
5. Supported
A Single
PlaceEasy to
Participate In
Important to the
Organization
Other
Members
Helpful
Information
TAKEAWAY:
Your Private Member Community Can Be Your Most Valuable Member
Benefits
What Are Your
Online Community Goals?
TAKEAWAY:
Organizational And Departmental Goals
Drive Your Online Community Goals
Getting Members to Use Your Online Community
TAKEAWAY:
Position Your Online Community at the Center
of Your Member Communication Universe
The Importance of Online Community Managers
TAKEAWAY:
Private Online Communities Need
Community Managers That Focus on Processes
Content Planning
TAKEAWAY:
The Engagement in Your Private Online
Community is Directly Tied to the Frequency of
Quality Content
Measuring Success
TAKEAWAY:
Measure the Right Things and Make Adjustments
Often
Feature Selection
TAKEAWAY:
Make Sure You Have Enough of Two Kinds of Features – Those That Create Value & Those That Keep Members
Engaged
Secrets to a Smooth Implementation
TAKEAWAY:
To Avoid Implementation Delays, Share Your Vision,
Make Time to Make Decisions, and Know Your
Data
Where to Focus
ROI Area #1:
Increased Member Value
ROI Area #2:
Member Engagement
ROI Area #3:
Non-Dues Revenue