TOP SOCIAL SOLUTIONS FOR ACQUIRING & RETAINING MEMBERS IN 2009

privately-held company; founded in 2005 ; hq in austin, texas• single focus on “building successful & vibrant on line communities”• social media veteran/pioneer

150+ enterprise customers

small world labs buzz• award winning technology including “best for” award from Inc. magazine• featured in publications, including:

WHO IS SMALL WORLD LABS?

Tough times

Reality:

Economic conditions are impacting associations across the board, both in mission and in membership.

But the news isn’t all bad. Union

membership is on the rise! Why?

• meet peers and expand personal network

• collaborate and communicate

• knowledge share

social media creates an environment where your users can congregate to:

WHAT IS SOCIAL MEDIA?

Hmmm..sound familiar?

With social media Associations

become… •super connectors

•hub and catalysts for conversations

•fuel for outreach beyond the traditional boundaries

• Decade of association experience– Membership development marketing– Chair of GWSAE’s Emerging Leaders Group

• Account strategist with Convio– Worked with both small & large nonprofits

• President, Gravit8 Social Relationship Marketing

• Immersed in web solutions for over ten years…social media for last five years

ABOUT CHRIS BAILEY

Social Solution #1

Connections The Tale of the Diabolical Directory“A classic tale of obsolescence…”

One association missed a crucial member need due to their cherished directory

How? They merely transferred their paper directory to an online format

What happened?

Social Solution #1Online

Community

The Big WHY? emphasizes the value of association

The CHALLENGE• Offering members the

ability to:– Easily connect with

like-minded peers– Long-term

relationships that have value

• Utilizing talents within your membership

• Share personal information• Exchange contacts• Highlight their own skills and expertise

Online Communities allow your members to:

The Value of Connections:

community users remain customers

50% longer than non-community users.

Source: AT&T, 2002

NEXT STEPS: Online Communities

• begin with the ‘end’ in mind… business goals drive community goals

• put together a business plan for the community• grow your technology with the community

as they request new features – helps build credibility and ties you into the community needs

Social Solution #2

Conversations The Tale of the Alarming Loudspeaker“A woeful tale of one-way communication…”

One association’s consistent approach to keep doing what it’s always done

How? A continuation of old practices like brochure website and outbound-focused publications

What happened?

Social Solutions #2People-Powered

Communications

The Big Why• Promote more a deeper

sense of efficacy amongst your members

The Challenge• Creating ways to

encourage actual dialogue– Member-to-Member– Member-to-

Association– Member-to-Society

• Personalize value of their membership• Collaborate with other members• Share and collect business ideas

Personally-powered communications that allow your members to

Value of Connections:

Online comments by users are second only

to offline WOM in purchase influence

Source: Rubicon Consulting, October 2008

NEXT STEPS: People Powered Communications

• Prep legal, executive team, and Board for the issues you’ll face like dissent, trolling, etc.

• Develop strategy for engaging in conversation• Build structure to stay

involved. That meansidentifying staff responsiblefor communications.

Social Solution #3

Outreach The Tale of the Abominable Advertisement

“A terrifying tale of mass media mayhem…”

One association’s noble intention: to spread the word about the benefits of their profession

How? Via billboards, nationally televised PSAs, a Got Milk-like ad campaign

What happened?

Social Solution #3Outreach

The Big Why• Social Networks are

growing rapidly at the expense of broadcast and print

The Challenge• Generating awareness

at a grassroots level• Enabling members to

actively recruit and advocate for you association

• Peer-to-peer communications• Trusted reputation

Existing external networks that leverage your members’:

Value of Outreach:

75% of online users 18-24 years old and 50%

of 24-35 year olds online have joined a

social network.

Source: eMarketer, 2009

NEXT STEPS: Outreach

• Determine where your members already hang out online• Build your presence, not just through

posting content but through commenting

• Make it easy for your members to share content

• Cultivate Structure

• Be Patient

• Experiment and Measure

Some Final Keys

Sam Eder

seder@smallworldlabs.com

@sameder

Chris Bailey

chris@gravit8.com

@chris_bailey

www.smallworldlabs.com

Thank You!

www.gravit8.com