Driving Association Success With Social Media
Bruce MacMillan
President/CEO
Meeting Professionals International
Challenges for Associations Today…
Today’s Association Challenges
Information exclusivity
Connection exclusivity
Communication clarity
Monetization
Member Value Compromised and
Undifferentiated
Enterprise Financial Sustainability
at-
risk
Key to Success…
Building a trusted relationship
Competitive advantage…
…build better relationships with your members…than
anyone else…
Traditional Association Connection Approach:
8
One-Way Engagement Model
Social Media Can Play an Important Role in Building
Better Member Engagement and Collaboration for
Associations
Collaboration and Engagement Model
What Social Media Is Not…
Its Not About Technology…
Source: Wordle.net
What Social Media Can Assist Associations With…
Business Value Shift: The World is Watching
Engagement
Collaboration
What kind of relationship do you want?
TransactionalOccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
Focus on relationships, not technologies
Source: Charlene Li – Altimeter Group
Connections to Your Community
Connections for Your Business
Building Community Value
Social Media handbook/policies help keep order
http://sites.google.com/site/wharman/social-media-strategy-handbook
Members Participate at Different Levels
Source: Charlene Li – Altimeter Group
CONNECT
Connect with monitoring tools
CONVERSATIONS
Join the Conversation
Source: http://www.flickr.com/photos/asaecenter
Red Cross engages in many channels
31
21 Chapter blogs so far
Use Blogs to Talk to Members
32
http://www.naahq.org/blog
Encourage sharing
CARE
IEEE supports members support each other
ALA uses private communities to help
62,000+ members
1,300+ groups
http://connect.ala.org/
MPI Uses Personal Care Pages
Provide Training
http://sites.google.com/site/wharman/social-media-strategy-handbook
COLLABORATE
Innovate with Customers
Pepsi Uses Social Media to Generate Ideas
Let’s Get Started…NOW!
• Share your ideas with your members– Its all about them!
• Start small and easy• Define and measure success
Sample MeasurementsGoal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Connect # of comments# of referrals
Greater loyaltyFaster, more closes
Care # of issues addressed Increased satisfaction
Collaborate # of implemented ideas
Faster development
Source: Charlene Li – Altimeter Group
Let’s Get Started…NOW!
• Share your ideas with your members– Its all about THEM!
• Start small and easy• Define and measure success• Learn fast, fail faster• You are not in control
– Its all about THEM!
Driving Association Success With Social Media
Bruce MacMillan
President/CEO
Meeting Professionals International