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Page 1: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

HOW TO MAKE YOUR ONLINE COMMUNITY

YOUR MOST VALUABLE MEMBER BENEFIT

Page 2: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Housekeeping Tech Check

Ask Questions in the Q&A Panel

We ARE Recording!

Twitter Hashtag: #MemBenefit

Page 3: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Who’s Who

Today’s Presenters

Peggy Hoffman

@PeggyHoffman www.marinermanagement.com/idea-center

Josh Paul

@SociousSuccess blog.socious.com

Page 4: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Today’s Discussion 1. Membership as a Product

2. What Makes a Great Member Benefit?

3. Steps to Make Your Member Community a

Benefit of Membership

Page 5: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Finding Member Value

Page 6: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Treat Membership

Like A

Product

Page 7: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

MGMA

As

so

cia

tio

n M

em

be

rsh

ip

Page 8: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

The Anatomy of

Membership as a

Product

Page 9: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

List of Products

and Services

Page 10: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

A Greater Good

Page 11: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Contribution

Page 12: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Attributes of a

Strong Member

Benefit

Page 13: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Exclusive

Exclusive

Page 14: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Accessible

Richard Croft [CC-BY-SA-2.0], via Wikimedia Commons

Page 15: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Simple to Grasp

Page 16: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Delivers Delivers

Page 17: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Supported

Supported

Page 18: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

TRADITIONAL VIRTUAL SWEET

SPOT + =

Page 19: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Steps to Make Your Online

Member Community Your Most

Valuable Member Benefit 5

Page 20: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit
Page 21: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Four P’s + One

1. Product

2. Price

3. Promotion

4. Place ?

Page 22: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Four P’s + One

1. Product

2. Price

3. Promotion

4. Place

Page 23: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Give a

Compelling

Reason

Why

Page 24: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Identifying Problems

1. Interviews

2. Confirmatory Surveys

3. Prioritization

Page 25: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Consistent Content

Become a

Content

Factory

Image: http://www.flickr.com/photos/kalinagoenglish/

Page 26: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Online Community

Content Ideas

• Blog posts

• Webinars

• Guides

• eBooks

• White papers

• Podcasts

• Video

• Surveys/polls

• Email courses

• Curated content

Page 27: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Online Community Content Plan

Page 28: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Image: By Donovan Govan. [GFDL (www.gnu.org/copyleft/fdl.html)

Position Centrally

Page 29: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

The Member

Engagement Difference

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

Member Participation

Using the 5 Steps

Average Association Usinga Private Social Network

45.0%

8.7%*

* Source: Marketing General

Page 30: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Keep Members

Engaged

Does your online community keep

members or customers engaged?

Is your online community perceived as a benefit of being a member or customer?

© Socious 2011

Page 31: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Characteristics of a

Valuable Member

Community

Page 32: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Members Get Value From:

• A Single Place

Exclusive

Accessible

Simple to Grasp

Delivers

Supported

Page 33: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Members Get Value From:

• A Single Place

• Other Members Exclusive

Accessible

Simple to Grasp

Delivers

Supported

Page 34: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Members Get Value From:

• A Single Place

• Other Members

• Helpful

Information

Exclusive

Accessible

Simple to Grasp

Delivers

Supported

Page 35: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Members Get Value From:

• A Single Place

• Other Members

• Helpful

Information

• Easy to

Participate In

Exclusive

Accessible

Simple to Grasp

Delivers

Supported

Page 36: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Members Get Value From:

• A Single Place

• Other Members

• Helpful

Information

• Easy to

Participate In

• Important to the

Organization

Exclusive

Accessible

Simple to Grasp

Delivers

Supported

Page 37: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Members Get Value From:

• A Single Place

• Other Members

• Helpful

Information

• Easy to

Participate In

• Important to the

Organization

Exclusive

Accessible

Simple to Grasp

Delivers

Supported

Page 38: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

Questions?

Page 39: How to Make Your Association's Private Online Community Your Most Valuable Member Benefit

More Information

on Planning Online

Communities for

Associations http://info.socious.com/association-management-resources/


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