social strategies - engage, reconginze & reward members
DESCRIPTION
Most business associations and chambers of commerce are using social media as an additional communication tool to engage their members. How to you quantify your results with real metrics to ensure your initiatives are supporting your mission? Using real association examples, Andy Steggles, President & Chief Social Strategist at Higher Logic will show you how the data in your CRM can be leveraged as a strategic advantage as part of your social initiatives. Hear about the basic principles surrounding a successful social strategy and the keys to successful engagement. Discover ways of recognizing members who participate the most in a way that will both give them recognition and generate even more viral engagement. He’ll demonstrate the difference between Return on Engagement (ROE) and Return on Investment (ROI) so you finally have an answer to the question “What is the ROI on social media?” Do you want to see Higher Logic’s Connected Community in action? Let us know and request a demo. (www.higherlogic.com/hl/products/connectedcommunity/demorequest)TRANSCRIPT
SOCIAL STRATEGIES: ENGAGE, RECOGNIZE
& REWARDAndy Steggles
President & Chief Social StrategistHigher Logic
WELCOME!• Andy Steggles
President & Chief Social Strategist Higher Logic
http://resources.higherlogic.com/andy-steggles.html
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SOCIAL NETWORKING STATS
• >1.5 billion social networking users globally – 80% of all online users
• 70% of companies are using social technologies – 90% of which report some business benefit
[ SOURCE: McKinsey Global Institute’s, “The Social Economy”, July 2012 ]
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AGENDA
• Evolution of Personal Social Networking
• The Social Quadrants• External Social Software• Member vs. Brochure
Websites• Social Media First Steps• Mobile Intro & Future
• Recognition: Wall of Fame
• Implementation Strategy• Think Tank• ROI vs. ROE• Discussion
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THE EVOLUTION OF PERSONAL SOCIAL NETWORKING
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SPEED OF TECHNOLOGY ADOPTION
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EVOLUTION OF PERSONAL SOCIAL NETWORKING
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PERSONAL SOCIAL NETWORKING
• Profound change in how we manage our connections.
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TRADITIONAL “CONVERSATION” • Website Member, Press, Public
• Magazine Members
• Newsletters Members
• Events Members, Non-Members in the Industry
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SOCIAL “CONVERSATION”
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NOW IT’S TIME FOR BUSINESS…BUSINESS 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 CRM
• OPPORTUNITIES– Transparency – Identification of
Influencers– Business Intelligence– Building Trust Among
Consumers– Gaining Customer Insight– Increasing Sales– Word-of-Mouth Advocacy– Reduced Cost of Service
• CHALLENGES– Maturity of Software– Complexity of
Integration– Reputation Risk– Abuse
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SOCIAL SOFTWARE IN THE WORKPLACE
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EXTERNALLY FACING SOCIAL SOFTWARE
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EXTERNALLY FACING SOCIAL SOFTWARE
• OPPORTUNITIES– Reduced Support Costs– Brand Loyalty– Customer Insights– Social Education– Marketing Vehicle– Increased Sales– Sense of Community
• CHALLENGES– Lack of Adoption– Resistance to Disruption– Loss of IP– Abuse– Reputation
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Blogs
SOCIAL AND MOBILE FIRST STEPSWhat are your organizational goals? (Chapter vs. National)• Generate awareness of industry• Lobbying• Institutionalization of knowledge• Facilitate governance related collaboration• Improve member retention• Grow attendance at annual conference• Closer partnership with chapters/components• Increase donations• Create a listening tool
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MOBILE
• Mobile is not just about Apps• QR Codes / Microsoft Tags• SMS / Text Messenging• GPS V.2 (Global Positioning Satallite) • NFC (Near Field Communication)
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Mobile affects every department and will soon be a significant line item in your budget.
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DEVICE CONSIDERATIONS
• Apple has a lot of control since it produces its own phone and O/S.
• Android is an open source O/S and different manufacturers have different designs/screen sizes etc. such as Motorola, Samsung etc.
• Blackberry also has a lot of different devices to content with (BB Storm has a touch screen etc.)
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GARTNER PREDICTS
• By 2013, mobile phones will overtake PC’s as the most common web access device worldwide.
Are You Ready?
[ SOURCE: gartner.com/it/page.jsp?id=1278413 ]
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MOBILE INTRANET
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Now What Should I Do?
MOBILE: THE FUTURE IS NOW
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MEASURING AND RECOGNIZING
Recognition…
RECOGNITION: WALL OF FAME
IMPLEMENTATION STRATEGY
• Content is king, queen & everything in between
• Create a plan!– Discussion Groups – Blogs– Directory
THINK TANK
How can in-person and online networkingconverge using mobile as the enabler?
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ROI vs. ROE
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DISCUSSION
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“Members we have never heard of were engaging
in the community!” ASAE & The Center
“Higher Logic has the marketing and communications tools, and
implementation plan in place to make execution with your audiences an incredibly smooth process.”
Reggie Henry, CAEChief Information Officer
ASAE & The Center
THE 2013 HIGHER LOGIC ENGAGEMENT SUCCESS KIT
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ANDY STEGGLESPresident & Chief Social Strategist
Higher [email protected]
http://resources.higherlogic.com/andy-steggles.html