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http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
Presented by: Elizabeth Engel & Anna Caraveli
Date: Thursday, February 25th, 2016Time: 3:00 – 4:00 PM (ET)
Build. Connect. Grow. Membership & more.
Leading Member Engagement from the Outside – In.
#wildwebinar @ewengel@wildapricot @AnnaCaraveli
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
Lori SmithSmiley Apricot
Community Manager
Terry IbeleLearning Apricot
Content Manager
Meet the Apricots
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
We are recording this!
Yes! We will be sharing the recording of this webinar with you in a follow up email sent out tomorrow.
See more webinars:
www.wildapricot.com/academy
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Stay Tuned to the End!
…we have a very special announcement at the end of this presentation
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Our Question…
1. What do you know about the outcomes your members seek?
2. What concrete things are you doing to help your members address those problems and achieve those outcomes?
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
Who is Elizabeth?
Author, Speaker & Thought Leader•CEO and Chief Strategist at Spark Consulting LLC •18 years of experience helping associations grow! •Speaks and writes frequently on a variety of topics in association management.
Outside of Work•Dance, Music•Cooking •Blog about the Philadelphia Eagles
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
Who is Anna?
Author, Speaker & Thought Leader•Founder and Managing Partner of The Demand Networks, LLC. •Author of The Demand Perspective: Leading From the Outside-In was just published by the American Society of Association Executives (ASAE). •Develops services, workshops and consulting to help associations increase members, bring about cultural change and launch new organizational and business models.
Outside of Work•Fanatic Washington Capitals Fan!•Loves Reading & Books•Loves Dogs
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
The BIG question:
Engagement is critical to associations, yet we aren’t
doing it well.
Why not?
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Stop thinking about your association:
what engages you in your daily life?
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
Existing Model
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New Model
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From Inside-Out … To Outside-In
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You engage by becoming engaging.
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Product-Centric Customer-Centric
Goal Best product for customer Best solution for customer
Main Offering New products Personalized packages of products and services
Value Creation Cutting-edge productsUseful featuresNew applications
Customizing the best total solution
Focus Portfolio of products Relationship building
Portfolio of customersCustomer profitability
Organizational Frame SilosProduct profit centers
Customer segmentsCustomer teamsCustomer P&Ls
Key Process New product development Customer relationship management and solutions development
Measures Number of new productsRevenue from products Market share
Customer share of most valuable customersCustomer satisfaction & retentionLifetime value of a customer
Management Philosophy Rewards product development, efficiency Rewards understanding of customers, relationship management, outcomes that promote customer’s business
Key Question Divergent thinking: How many possible uses of this product?
Convergent thinking: What combination of products is best for this customer?
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
Today’s Competition
Association’s terms: we are the sole source of value
Members’ terms: we have multiple sources of value
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http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
But how?
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8 keys11 stories
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Focus on Member Outcomes
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http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
• How can we convince members to volunteer? • How do we persuade people of the value of our
programs, products, and services, and get them to join?• How do we get members to engage with us online?• How do we retain members who join because of a special
event or sales promotion?
Inside-Out Questions
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
• What motivates people to want to volunteer? Where do our needs and their interests converge?
• What are our members’ most pressing problems? How can we help solve them?
• What engages members in their own online forums? • How do we deliver concrete outcomes for our members?
Outside-In Questions
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Trading Partners Program:
Facilitating strategic business partnerships
NGA
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Build Authentic Relationships
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Become a Learning Organization
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http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
SCMAOThe Listening Tour:
Re-weaving the “thread of connection”
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Harness the Power of Collaborative Community
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MVP
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http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
NFPAPower Users & Statistics Programs:
Co-creating the tool
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1. Focus on Member Outcomes2. Create Authentic
Relationships3. Harness the Power of
Collaborative Community
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Questions?
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To Begin, Ask Yourself:• What problems keep our members up at night?• What outcomes matter the most to them?• Which types of unique solutions can we craft?• What specific outcomes do we deliver? • How do we measure those outcomes?• How do we include members in the discovery and design of solutions to
their problems?• How do we convert “engagement” into value for BOTH the association AND
our members?
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
Final Thoughts….
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http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
Keep in Touch!Anna Caraveli, Ph.D.Managing PartnerThe Demand [email protected]@annacaraveli
Elizabeth Weaver Engel, M.A., CAECEO & Chief StrategistSpark Consulting [email protected]@ewengel
http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli
We have recorded this webinar and will be sharing it with you.
You can also find this recording on our website: www.wildapricot.com/academy/expert-webinar-series/past-webinars
THANK YOU!
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Coming in April…