higher logic learning series - the engagement games (09-26-14)
DESCRIPTION
Higher Logic™, the leader in social media and collaboration solutions for associations, not-for-profits and member-based organizations worldwide, presented THE ENGAGEMENT GAMES on Thursday, September 26 at 2:00PM Eastern. This session is an adventure in collaborative technology exploration! Be part of the conversation about the latest and emerging areas of collaborative technologies and its disruptive impact on how we might traditionally measure member value. See how the Society of Petroleum Engineers is trying to reinvent the way member contributions are recognized by taking a gamified “airline rewards” approach to incentivize engagement. Also included in the Master Guide: • See how your AMS/CRM can be leveraged to improve member management and building a knowledge base. • Gain functional understanding of the different types of social technologies and how they can be leveraged. • Recognize how to use gamification with respect to recognizing (and rewarding) all engagement. • Be aware of practical and relevant measures of success. THOUGHT LEADER: Andy Steggles, President & Chief Social Strategist, Higher Logic Learn more about this interactive webinar series: www.higherlogic.com/resources/learning-series.TRANSCRIPT
WELCOME!
2013 HIGHER LOGIC LEARNING SERIES SCHEDULE
The Ten Coolest Examples Of Social Networking Success This YearThursday, November 72:00PM EasternHigher Logic Client PanelGrowSocially & Host
www.higherlogic.com/HL/EVENTS/LearningSeries
The Engagement Games
Andy StegglesPresident & Chief Social
StrategistHigher Logic
“May the Odds Be Ever in Your Favor…”
WELCOME!• Andy Steggles
President & Chief Social Strategist Higher Logic
http://www.higherlogic.com/andysteggles
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Agenda
• Evolution of Personal vs. Business Social Networking
• All About Communities• Determining Goals/Success Metrics
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THE EVOLUTION OF PERSONAL SOCIAL NETWORKING
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EVOLUTION OF PERSONAL SOCIAL NETWORKING
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PERSONAL SOCIAL NETWORKING
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BUSINESS SOCIAL NETWORKING
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Social “Reach” ComparisonBUSINESS PERSONAL
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THE SOCIAL QUADRANTS
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PUBLIC SOCIAL NETWORKS
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SOCIAL CRM
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SOCIAL SOFTWARE IN THE WORKPLACE
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EXTERNALLY FACING SOCIAL SOFTWARE
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Public Networks
• LinkedIn Concerns:– Too much SPAM– No Integration– Member Management– Poor User Experience– Missed Revenue Opportunity
• What is the Role of Facebook vs. LinkedIn?
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Communities
• Define Community• Types of Communities• Community Tools
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Success
Goals
Mission22
What is your mission?
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Goal/Success Examples
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Blended Learning
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Goal: Improved Blended Learning Attendee Experience
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Success Metrics?
• Number of courses• Number of attendees• Level of overall engagement• Number of unique contributors• Ratio of contributors to attendees• Total number of discussion postings• Total number of homework assignments
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Goal: Chapter Support and Branding / Centralized Event Management
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Success Metrics?
• Number of Chapter Microsites• % of Total # of Chapters on MPI System• Number of Updates• $$$ Received from Chapters• Chapter Webmaster Satisfaction• New Sponsor/Ad Real Estate (New Revenue)• Number of Events Created• Number of Registrants• Number of Revenue Received• Number of Calendar Views
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Goal: #1 Expanded Value for Their Webinars
Webinar Community Success Metrics
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“In a member satisfaction survey, AANAC found that the community was the #1 member benefit with 95 percent of the membership subscribed to the community.”
Shannon Johnson, Membership Manager, AANAC
Goal: Provide Greater Member Value
Greater Value Success Metrics (after 1 month)
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Goal: International Growth (Value Proposition)
Success Metrics
• Number of Videos Uploaded• Number of Views• Number of Comments, Ratings, Shares etc• Number of New Int’l Members
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Goal: Address Demographic Imbalance
Success Metrics
• Number of Mentors• Number of Mentees• Number of Mentor/Mentee Relationships
Established• Level of Mentor/Mentee Satisfaction• Number of Directory Searches• Feedback from Participants
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Goal: Expand Volunteer Participation
Success Metrics
• Number of “Volunteer Notification Subscribers”
• Number of Volunteer Opportunities• Number of Volunteers Signed Up• Number of Volunteers Selected• Level of Engagement from Selected Volunteers• Quality of Volunteers• Volunteer Satisfaction Level
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Goal: Reduce Dependency on Sharepoint
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Success Metrics
• Reduced the number of sharepoint powered sites to just 1 (magazine)
• New/Cleaner Design• Level of Traffic
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Goal: Improve Industry Awareness
Success Metrics Open vs. Closed (or Hybrid)
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INBOUND MARKETING
= SOCIAL & SEARCH
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Goals: Improved Directory, Leverage Mobile and Recognize Members
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Success Metrics
• Number of Mobile Downloads (of App)• Activity to Mobile Website• Digital Badge Clicks• Profile Views• Member Searches
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Goal: ASAE Improve Listservs
Success Metrics
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Goal: #1 Support Sections & Chapters
Success Metrics
• Number of Section and Chapter Websites• Number of Events• Visitors to the Website• Visitors to all Section/Chapter Websites• Number of Designs Implemented
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Future Goals
• Next Generation Speaker Bureau• Expand Micro-Volunteer System
(re. airline rewards system)• Publishing?
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Multiple Goals?
• Prioritize• Do them incrementally• Example: SHRM
– Primary Goal – Improve Member Benefits via Collaborative Discussion
– Secondary Goal – Extend Value of Annual Conference
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KNOW MATTER WHAT YOU'RE TRYING TO DO…
BUSINESS SOCIAL HAS A SOLUTION
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Aligning Success
Does Staff Definition of Success equal
Member Perception of Success?
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Questions for the Audience
1. What is your Primary Objective with Your Community?
2. What are your Goals?3. What are the Barriers?
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MEASURING andRECOGNITION
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MEASURING AND RECOGNIZING
Recognition…
RECOGNITION: WALL OF FAME
Shamification: Gamification with a Twist of
Social Pressure
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Most Common Mistakes
• Over Segmentation• Too much complexity• How Will Members Utilize?
(re. Mentor Roll out)• Lack of Auto-Subscription
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THINK TANK
How can in-person and online networkingconverge using mobile as the enabler?
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THE 2013 HIGHER LOGIC ENGAGEMENT SUCCESS KIT
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THINKING TOGETHER
ANDY STEGGLESPresident & Chief Social Strategist
Higher [email protected]
www.higherlogic.com/andysteggles
Bonus Slide (if time allows)10 steps to move your community to linkedin
• Setup Your Own Private Community Platform• Pulling the Plug• Simple Sign-Up• One-Click Import of LinkedIn Profile• Allow Guest Member Access• Start The Migration• Require Approval of New Messages• Create a Welcome Message Template• Restrict Job Postings• Convert Guests to Members
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