beer and bbq is a membership strategy
TRANSCRIPT
Beer and BBQ IS a Membership Strategy
Associations Are Unique
Maslow
Joining vs Affiliating
• Affiliation – seeking
shared identity
• They want the WORLD
TO KNOW they share an
important characteristic
with the group they
publicly affiliate with
Members Are NOT Customers
Trends in Membership
• Individualism
• Personal identities more complex
• Wicked problems driving single focus
• Forming groups no longer requires mediator
• Wealth of free info online
• Membership is more fluid
Questions?
Poll
Most of our membership challenges are with:
Recruitment
Retention
Attrition
All of the Above
“Myth” of ROI
Relationship Stages
•A – acquaintance – (indefinitely)
•B – buildup – (trust/compatibility)
•C – continuation - (long term/stable)
•D – deterioration - (signs of trouble)
•E – end – (death/separation)
Authenticity
Shift Our Focus
Membership in 3-D
Questions?
Poll Question
What is the most important goal?Making ConnectionsDeepening ConnectionsLeveraging Connections
Beer and BBQ
“Breaking B-re-ad”
• Primitive “lizard brain”
• Comfort
• Social interaction
• Cultural heritage
• The Pizza Effect
• Dopamine/reward
Innovation
Trust and Talk
• Authenticity
• Intellectual Confidence
• Integrity
• Elephant Spotters
• Creative “Boil”
Pop Culture
Deeper Connections
• Icebreakers
• Desert Island “insert activity here”
• Member profiles
• Member groups
• Shared values
Game Dynamics
Simplicity
• Appointment
• Levels and Status
• Progression
• Communal
Virtual Components
• Ustream
• Skype
• Google Hangouts
• Livecast glocal
Chapters – Urban 20 Minute Walk
Summing Up……
Questions