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Help! I’ve launched and don’t know what to do next. Shannon Johnson Membership Marketing Manager AANAC December 2, 2013
Help! I’ve launched and don’t know what to do next.
Shannon JohnsonMembership Marketing Manager
AANACDecember 2, 2013
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About Me• Background: marketing, economics,
membership, fundraising• I member engagement and the member
experience• Accidental community manager – ack!• If I wasn’t here today (or at work) I would
be… decorating the Christmas tree, skiing, or playing a board game.
My dog, Derbie, with a sock monkey, not a real monkey.
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Why are you here
?
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Objectives • Learn how or expand your current efforts to:
• Have a successful pre- and post-launch plan• Promote the community and drive members there• Get members engaged right from the beginning• Create opportunities for future engagement
• And maybe even to:• Be inspired• Meet a new friend• Have fun
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My challenges…• Older demographic of members• Not tech-savvy• Group workstations and outdated computers• Privacy of residents and facility practices• Providing accurate information and answers to technical questions• Misconception the community is another Facebook• Making the community an exciting place to be because their
profession is a bit dry
What is your biggest challenge?
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Preparing to launch and post-launch planning
• Identify the need and survey your members• Goals for year one—and maybe year two• Who are your key players• Put together a calendar for launch/operations as well as
communications• Beta test before launching• Remember to always be flexible; let the community evolve
organically
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by telling them what to expect, meeting their needs, and making it easy to find and use.
Remember the marketing mix?
Drive members to your
community…
Quick ideas: Auto-subscribe Highlight as added benefit PS messages in all emails New member guide New member welcome email Email series during their first
year Renewal notices On the phone with members RSS feed on your website Icons in your signature Webinar (new groups and
current members)
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Help them get started
• “Getting Started” guide• Create task-driven “How-To” videos• Live monthly training webinars• WalkMe software• Help Desk at your annual conference/meeting• Use the ads feature in the digest email to create
your own tips
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…but don’t forget to make it fun, too!
The community is a place for serious
business…
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Keep it lively!• Photographer at your annual
conference for member photos• Ribbons for volunteers, board, staff• Don’t be afraid to deviate from your plan – what do your members want? Ask them!
• Spice it up – change the look every so often
• Home screen widgets that cater to them
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Serious suggestions:
• Paid moderators/experts• Networking opportunities• Mentoring opportunities• RSS feeds cross-pollinating your
website • Highlight posts in your
newsletter • RSS feeds on the community
page
Fun ideas:
• Engagement ribbons • Contests• Awards for participating• Birthday party• Most-active members list
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Drive new traffic and engagement to your community
• Conference/meeting communities• Private to attendees• Place to store handouts• Customizable template with conference logo• Connect with other attendees and speakers before the event
• Post-webinar discussion chats• Expanded opportunity to ask questions• Added benefit for paying attendees
• Topic chats • Hot topics of interest that don’t warrant a webinar hosted on your
community in a 60-minute, expert-led discussion group
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Use the community to your advantage
• Need content or new benefits? Look within!• Find potential speakers, writers, volunteers, etc.• Announcements and limited promotions• Advertising sales• Lead generation• Track metrics—what is important to your association?
• Unique posts, percent of members involved, number of documents added/downloaded… what would you add?
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Tasks for you• Star your most favorite idea• Give yourself a HUG for taking on the role of
Community Manager• Make a calendar and schedule reachable
goals• Raise your hand—did I leave out a great
idea? Share it with the group!
