| Date post: | 21-Oct-2014 |
| Category: |
Business |
| View: | 254 times |
| Download: | 1 times |
Using Online Community to
Increase Member Retention
Monday, March 10, 2014
1:30 PM - 2:45 PM
Hashtag: #ideas14 LM4
Maggie McGary, American Occupational Therapy Association
Josh Paul, Socious
Welcome
Retention Lessons From Disney
Who Are We?
10 Ways to Engage Members In Your Online Community | What Can Online Community Managers Learn From a Car Auction? | Associations: 8 Myths of Marketing Large Nonprofits | Why Women Prefer Online Communities to Social Networking Sites | 3 Decisions That Can Make or Break Your Online Community | How to Engage Members Using Your Member Database | 4 Membership Marketing Tips From 'The Social Network’ | Online Community SmackDown: Forums vs. Listservs | 5 Lessons for Associations and Nonprofits from Super Bowl Commercials | 10 Practical Ways to Use a Mobile Conference App | This Week's Top Member Engagement Posts | 5 Common Pitfalls to Avoid When Launching an Online Community | How Your Online Community Can Make Your Conference a Success | 5 Things Software User Groups Need to Know About Online Communities | 10 Tips for Better Conferences Using Mobile and Online Communities | 8 Signs You Have Outgrown Your Online Community Platform | 10 Questions to Ask Members Before Launching an Online Community | Are Free Membership Models the Future for Associations? | 10 Things Association Execs Need to Know About Mobile Membership Apps | 5 Ways Associations Can Engage New Members in Their Online Community | 5 Member Engagement Events that Association Leaders Shouldn't Miss | Why Private Social Networks for Associations Aren't About Networking | [Video] 3 Trends to Watch in Online Member Engagement | 5 Tips for Upgrading to New Online Community Software | Why Are Email Open Rates Important in Membership Marketing? [Response] | 4 Ways to Keep Discussion Forums Active [Online Community Tips] | Membership Management for the New Generation | How Online Community Platforms Keep Conferences Alive | New Mobile App Report Could Save Associations Money | Private Member Communities: Your Running Shoes in the Race for Relevance | Mobile Strategy Guidance for Associations & Nonprofits [Interview] | Social Media Poll: Are Associations Giving Away Too Much Online? | 12 Ways Private Online Communities Make Associations More Successful | | Positioning Your Online Community for Success | The Real Reason Virtual Communities Matter to Nonprofits | Planning an Online Community? 10 Questions for Members About Access | Become a Better Online Community Manager This Weekend | The “Chicken or the Egg" Model for Online Community Success | 3 Search Engine Must-Haves When Selecting Online Community Software | Online Community Lessons from Apple's Announcements at WWDC Social Media for Associations: The 3 Most Important Concepts [Audio] | Get Answers to Your Online Community Questions | 5 Social Business Trends to Watch at the Enterprise 2.0 Conference | Can You Solve These Member Engagement Challenges? | No Clear Social Media Trends From Association Consultants | Enterprise Social Technology and the Importance of Flexibility | Customer Engagement: Are You ‘Spamming’ Your Customers? | 5 Great Online Community & Social Media Articles You May Have Missed | 3 Things You Should Know Before Planning an Online Customer Community | 4 Ways To Build A Stronger Online Community This Summer | Online Community Management Lessons From Disney [video] | How Important is Technology in Member Engagement? | 5 Ways That Online Communities Keep Donors Engaged [fundraising tips] | 5 Key Elements of a Great Online Community Content Plan | 300 Membership Pros Have Joined the Member Engagement LinkedIn Group | Member Engagement Software Keeps 35% More Members Engaged [data]
Who Are We?
Today’s Discussion
• Why Does Retention Matter
• Why Members Stay Members
• Solving Member Engagement Challenges
• How to Build to Community to Increase Member
Retention
• Takeaways and Real Steps
How Do We Prioritize Retention?
MEMBER RECRUITMENT INCREASE MEMBERS MEMBERSHIP GROWTH MEMBER RETENTION
How Do We Prioritize Retention?
INCREASE SALES INCREASE RETENTION
MEMBER RECRUITMENT INCREASE MEMBERS MEMBERSHIP GROWTH MEMBER RETENTION
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
0 1 2 3 4 5 6 7 8 9 10
13% Grow /0% Churn
Membership Revenue
Year Year
Members: 10,000 Average dues: $300/year
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
0 1 2 3 4 5 6 7 8 9 10
13% Grow /0% Churn
13% Grow /10% Churn
Membership Revenue
Year Year
Members: 10,000 Average dues: $300/year
Why is Member Retention Important?
0
5000
10000
15000
20000
25000
30000
35000
40000
0 1 2 3 4 5 6 7 8 9 10
$-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
0 1 2 3 4 5 6 7 8 9 10
13% Grow /0% Churn
13% Grow /10% Churn
13% Grow/5% Churn
Membership Revenue
Year Year
Members: 10,000 Average dues: $300/year
Why Members Stay Members
Why Members Stay Members
To Stay Connected With
Like-Minded People
Recognition and
Appreciation of
Contribution
Tangible
Return on
Investment
Member
Retention
Challenges
How Building Community Increases
Member Retention
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
What is an Online Community?
• THE Online Community
• OUR Online Community
• AN Online Community
Strategic Online Community Tools
Discussions/Email Listserv
Document & Media Libraries
Email Engine
Content Management &
Blogs
Event Management
Online Store / Virtual Products
Communities and Subgroups
Crowdsourcing Tools
Surveys/Polls
Aggregation & Curation
Virtual Membership
Games, Contests, Badges
Creating a Thriving Online Community
How to Avoid Common Pitfalls
Pitfall #1 Not Having Dedicated
Community Management
Pitfall #2 Giving Up Exclusivity
Pitfall #3 Confusing Public Social
Networks and Private
Online Communities
Pitfall #4 Checking the Box
Pitfall #5 Heavy-Handed Moderation
Simple Framework for
Creating a Successful Private
Online Community
Takeaway #1
Value
Takeaway #2
Ongoing Engagement
Takeaway #3
Know Your Data
Takeaway #4
Test, Measure, & Adjust
Takeaway #5
Be Patient & Lead
Next Steps
1. Track your member retention rate.
2. Know your member lifetime value.
3. Be vigilant about value.
4. Research why members stay.
5. Identify challenges to retention.
6. Map challenges to your online community strategy.
7. Create a thriving private online member community.
8. Test, measure, and adjust your plan.
Questions
Maggie McGary
Web & Social Media Administrator
American Occupational Therapy Association
Joshua Paul
Senior Director, Strategy & Marketing
Socious
