Association Models for the Network Age

2

Objective

How to connect to, engage and create value for “next generation”

executives within member companies…

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Session Agenda

We’re going to power through:

1. Semantics and scope2. Social platforms – how they’re evolving3. Active perspective (mindset of “next generation”)4. Value exchange – platform and participant5. Network structure6. Network health7. Social behaviours8. Mobile & ambient data9. Perceived challenges10.Discussion

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Interpretation

Best-in-class marketing in a digital age

Building bridges between:

In addition to nurturing relationships between different member types

Members Association

Management Leadership

Individuals Communities

Millennials Baby Boomers, Gen Xrs

5

But….

No instant mix or fix

Optimal experiences cater to audience

Anything that can be easily packaged, can be easily copied

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Semantics and Scope

7

Association Networks

CEO Share Group

The Web

In today’s discussion we’re looking at nested networks. Our association networks

within this CEO Share Group, in the context of the

World Wide Web

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Social Media Semantics

“Social Media is an insidiously convenient oxymoron.”

Phil Adams, Blonde Digital

http://philadams.co/2011/04/drowning-kittens-is-bad-but-its-hard-not-to-drown-kittens-when-drowning-kittens-is-so-damn-convenient

/

http://forrester.typepad.com/groundswell/2009/04/why-social-media-sucks.html

Adams continues:

“To be more precise it’s the “media” in social media that sucks. Social is unequivocally good.

Media = something you pay forMedia = paying for eyeballs allows you to control your messageMedia = one way and one-to-many broadcastMedia = event-based content with long lead times

Social Media is a very convenient industry shorthand, but it can lead to anti-social behaviours:

Social = something you don’t pay forSocial = not just accepting loss of control, but planning for and embracing itSocial = dropping the “on-message” mindsetSocial – two-way, one-to-one, many-to-many and personalSocial = continual, rapid, real-time interactions with very, if non-existent, lead times”

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Mutation in Evolution

“The Web is more a social creation than a technical one. I designed it for social effect – to help people work together – and not as a technical toy. The ultimate goal of the Web is to support and improve our weblike existence in the world. We clump into families, associations and companies. We develop trust across miles and distrust around the corner.”

Tim Berners-Lee, Weaving the Web (Harper)

The Web was designed to be social, but the emergence of

walled gardens like Facebook have distorted and

mutated the vision so we now isolate “social” within

our digital investment.

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Bridge-Building

“You can’t think about social media in a silo anymore …

A social media manager has to bridge the gaps and discover new efficiencies so that each department in a company can communicate with consumers and other businesses.”

Dipayan Gupta, head of social media at New York Life Insurance Company

http://digiday.com/brands/turn-the-social-media-manager-grows-u/

“Twenty-something social butterflies with always-on creative minds, mobile

connections and a knack for copywriting and Photoshop are still great assets but no longer represent the typical community manager,”

said Nathaniel Perez, global head of social at agency SapientNitro.

“Instead, we are seeing more seasoned, multi-disciplinary professionals, who have embraced digital media from many angles,

have a few communication crises or trophies under their belt and work well as true

managers across the business disciplines social touches.”

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We’re somewhere here at the moment….

But the sweet spot is where we can fluidly socialize our content, guided by confident vision and

metrics map

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Thinking about how we actually frame “next generation

networking”

“Always design a thing by considering it in its next larger context – a chair in a room, a room in

a house, a house in an environment, an environment in a city plan.”

Eliel Saarinen(Finnish architect famous for art nouveau

buildings)

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Take the time to talk to your members and customers about where they “hang out” online;

personally and professionally (as much as they want to share.) Understanding what mobile

platform/OS they use & how they engage with specific apps will also

be helpful.

Reach out to investigate the real issues that keeping your association members up at

night. How can you facilitate conversation that will add

value?

There are many ways to convey a point. Perhaps we combine print DM pieces with extended online content. Perhaps we use (short)

video clips of charismatic personalities to communicate

complex messages. Experiment with content types and track

engagement.

There is a technology solution for almost

anything these days, so think about where the

biggest information gaps are and then we can explore the technical

implementation.

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Social PlatformsMapping Adaptation

There is no point trying to second-guess which platform will dominate and how to adapt your

business to a specific environment. (Forced)

Better to focus on platform acquisition trends and invest in innovative content production,

which if successfully presented to the right audience (up to you to

identify) will generate conversation organically.

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Trends

PersonalizationPlatforms seeking to increase share of attention, by ensuring news feeds are personalizedImplicit and algorithmic

DiversificationAs Facebook grows, features become apps and apps become channelsMonopolization of certain digital territoriesExpansion into foreign territory

CommercializationAll social platforms now funded by advertising Innovation in analytics and content delivery

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Facebook

Over 50 acquisitions in the last 9 years.98% ownership of all photo-sharing apps

Think identity platform over network1000 different versions of Facebook live at any one time

Facebook has to choose between 1500 possible posts to show at the top of your news feed

Facebook has arguably outgrown

the definition of “social network”

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Personalization

If personalization is important to ALL mainstream social

platforms – it’s safe to assume it should also be a strategic theme

in our marketing strategy

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Parakey * ConnectU * FriendFeed * Octazen * Divvyshot * Friendster patents * ShareGrove * Nextstop * Chai Labs * Hot Potato * Drop io * Rel8tion * Beluga * Snaptu * RecRec * DayTum * Sofa * MailRank * Push Pop Press * Friend.ly * Strobe * Gowalla * Instagram * Tagtile * Glancee * Lightbox.com * Karma * Face.com * Spool * Acrylic Software * Threadsy * Atlas * Osmeta * Hot Studio * Spaceport * Parse * Monoidics * Jibbigo * Onavo * Sportstream * Little Eye Labs * Brance * WhatsApp * Oculus VR * ProtoGeo Oy * Pryte

Facebook acquisitions by company name.

Offline applications/Web OS * Social networking * Social networking aggregator * Contact importer * Photo management * Intellectual property/patents * Private conversations/Forums * Travel recommendations * Internet applications * Check-ins/status updates * File hosting and sharing * Domain name * Mobile advertising * Group messaging * Mobile app developer * Computer vision * Information graphics * Software design * Email prioritization * Digital publishing * Social casual Q&A service app * HTML5 mobile apps, SproutCore * Location Based Service * Photo sharing * Customer loyalty app * Social discovery platform * Photo sharing * Social gifting * Face recognition platform * Mobile bookmarking and sharing content * RSS app Pulp and secure database app Wallet * Threadsy is a social aggregator, Maker of social marketing tool Swaylo * Atlas advertiser suite * Mobile software * Design agency * Cross-platform game framework * Mobile app backends * Automatic verification software * Speech translation app * Mobile analytics * Sports conversation analysis * Performance analysis and monitoring tools for Android * Web conversation platform * Mobile instant messaging * Virtual reality technology * Fitness tracking app Moves

Facebook acquisitions by company type.

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“The company's researchers decided after tweaking the content of peoples' "news feeds" that there was "emotional contagion" across the social network, by which people who saw one emotion being expressed would themselves express similar emotions.”

This should concern us all, but action will always be more productive than protest.

Better to beg forgiveness than ask permission….

http://www.theguardian.com/technology/2014/jul/02/facebook-apologises-psychological-experiments-on-users

http://psychcentral.com/blog/archives/2014/06/23/emotional-contagion-on-facebook-more-like-bad-research-methods

/

Values of n * Mixer labs * Atebits * Cloudhopper * Smallthought Systems * Fluther * TweetDeck * AdGrok * BackType * Bagcheck * Julpan * Whisper Systems * Summify * Dasient * Posterous * Hotspots.io * RestEngine * Nclud * Vine * Crashlytics * Bluefin Labs * Ubalo * Lucky Sort * Spindle Labs * Locomatix * Marakana * Trendrr * MoPub * Gnip * Namo Media * TapCommerce * SecondSync * Cover

Twitter acquisitions by company name

http://www.out-law.com/articles/2014/february/tech-acquisitions-in-2014/

Deja * Outride * Pyra Labs * Netonic Software * Applied Semantics * Kaltix * Sprinks Genius Labs * Ignite Logic * Picasa * ZipDash * Where2 * Keyhole * Urchin Software Coporation * Dodgeball * Akwan Information Technologies *Reqwireless * Current Communications Group * Android * Skia * Phatbits * allPAY GmbH * bruNET GmbH * dMarc Broadcasting * Measure Map * Upstartle * @Last Software * Orion * sWeb Technologies * Neven Vision Germany GmbH * YouTube * JotSpot * Endoxon * Adscape * Trendalyzer *Tonic Systems * Marratech * DoubleClick * GreenBorder * Panoramio * FeedBurner * PeakStream * Zenter * GrandCentral * ImageAmerica * Postini * Zingku * Jaiku * Omnisio * TNC * On2 * reCAPTCHA * AdMob * Gizmo5 * Teracent * AppJet * Aardvark * reMail * Picnik * DocVerse * Episodic * PlinkArt * Agnilux * LabPixies * BumpTop * Global IP Solutions * Simplify Media * Ruba.com * Invite Media * ITA Software * Metaweb * Zetawire * Instantiations * Slide.com * Jambool * Like.com * Angstro * SocialDeck, Inc. * Quiksee * Plannr * BlindType * Phonetic Arts * Widevine Technologies * eBook Technologies * SayNow * Fflick * Zynamics * BeatThatQuote.com * Next New Networks * Green Parrot Pictures * PushLife * TalkBin * Sparkbuy * PostRank * Admeld * SageTV * Punchd * Fridge * PittPatt * Dealmap * Motorola Mobility * Zave Networks * Zagat * DailyDeal * SocialGrapple * Apture * Katango * RightsFlow * Clever Sense * TxVia * Meebo * Quickoffice * Sparrow * WIMM Labs * Wildfire Interactive * VirusTotal.com * Nik Software, Inc. * Viewdle * Incentive Targeting Inc. * BufferBox * Channel Intelligence * DNNresearch Inc. * Talaria Technologies * Behavio * Wavii * Makani Power * Waze * Bump * Flutter * FlexyCore * SCHAFT, Inc. * Industrial Perception * Redwood Robotics * Meka Robotics * Holomni * Bot & Dolly * Autofuss * Boston Dynamics * Bitspin * Nest Labs, Inc * Impermium * DeepMind Technologies * SlickLogin * spider.io * GreenThrottle * Titan Aerospace * Rangespan * Adometry * Appetas * Stackdriver * MyEnergy * Quest Visual * Divide * Skybox Imaging * mDialo * Alpental Technologies * Dropcam * Appurify * Songza * Twitch (unconfirmed)

Google acquisitions by company namehttp://www.forbes.com/sites/insertcoin/2014/05/19/why-google-buying-twitch-is-an-unsettling-thought

/ http://www.out-law.com/articles/2014/february/tech-acquisitions-in-2014/

Mspoke * ChoiceVendor * CardMunch * Connected * IndexTank * Rapportive * SlideShare * Pulse * Bright

LinkedIn can be a very useful platform, but it’s the least innovative out of all the mainstream social platforms and hopefully not the bar in

terms of professional social networks.

Role (for the brand) Specifically Metrics

Facebook Social equity/acquisitionSocial authentication 

InspirationRelationship buildingData acquisitionReferral to websiteCustomer service

SharesCommentsPost LikesPage Likes

Twitter Social equity/acquisitionSocial networking

Relationship buildingCustomer serviceReferral to website

FollowersRetweetsFavouritesMentions

Instagram Social media/contentSocial equity

Content curation/hubMainstream creator channelContent for website and other social platforms

FollowersFavourites/

Pinterest Social media/contentSocial authentication

Inspiration for retailReferral to website

FollowersRepinsLikes

Google+ SEOSocial networking*

Content hubSERP supportContent optimization for slightly different audienceHangouts

FollowersShares+1s

YouTube Social media Content hub 

SubscibersSharesLikes (and dislikes)% of complete playsViews

LinkedIn Social networkingSocial equity/acquisition

Thought leadershipRelationship buildingLead generationCustomer service

FollowersSharesViewsCommentsLikes

We don’t have to build extensive communities

on every social platform.

Some social platforms may be better as

content hubs (YouTube, Vimeo,

Flickr, Pinterest), some may help with SEO (YouTube, Google+, Twitter), some may

help us generate content (Instagram,

Storify) and some may be better for lead

generation, relationship building

and contact acquisition (FB,

Linkedin).

Platform role and metrics should

probably be reviewed every six months.

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Active Perspective

“Social networking” isn’t defined or restricted to the imagination of boys in the

Valley.

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Imagination Before Implementation

Intuition + insight

Social structure is not defined by existing social platforms

Next generation means actively shaping existing environment Worry about what’s

relevant, not what’s possible.

Assume that “Digital” can do anything, so it’s up to

you to decide what superpower would be

helpful.

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“What holds us back from thinking creatively

is an obsession in the world with analytical

thinking.

What we need to do is combine the best of analytical thinking,

which produces consistent, replicable

outcomes, with intuitive thinking, which produces

new outcomes.

Think about how you think.”

From interview with Roger Martin (Rotman School of Management)

in Porter's flight magazine.

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Investing in (the right) “Insights” Averages should never be taken at face-value. Social behaviors must be aligned with brand values.

Some examples of banal social “insights” that get pumped out online.

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Active Participation in Future of the Web

“There's a lot of work underway now in developing open-source, interoperable, and encrypted versions of social media, in response to the increasing authoritarianism and state collaboration of existing walled-garden media.”

Kevin Carson, a senior fellow at the Center for a Stateless Society and contributor to the P2P Foundation blog

Remember Facebook is rented space and largely redundant as a content repository. As a “walled-garden” - it’s not indexed by Google either, so don’t expect to grow your

membership here unless you invest in a media buy.

Accessibility to information should be our primary focus

http://www.elon.edu/e-web/imagining/surveys/2014_survey/2025_Internet_Looming_Threats.xhtml

http://www.webat25.org/news/tbl-web25-welcome

http://blog.p2pfoundation.net/

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The Importance of Vision

“Visions matter. Visions give people a direction and inspire people to act, and a group of inspired people is the most powerful force in the world. ”

Bret Victor,

Engineer, Creative Technologist, UI Designer, Inventor

Worrydream.com

“Vision as defined in the service of visibility is more than this. Obviously understanding where you want to be long term is vital, but at the same time it’s no use looking far off into the distance if you don’t have a good reason for the journey, your view is hazy, and you’ve got no idea about the people you’ll meet or the places you’ll visit along the way. ”

http://rorynatkiel.com/vision

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P.O.S.T

“To develop a compelling strategy, you have to begin by staking out the territory you want. That is an act of choice and imagination. After you’ve made the choice, then it is the time for analysis: figuring out exactly what you have to do to get to where you want to be and to be able to play the way you need to in order to win.”

Roger Martin

Premier’s Chair in Productivity and Competitiveness and Academic Director of the Martin Prosperity Institute at the Rotman School of Management at the University of Toronto in Canada

People, Objectives, Strategy, TechnologyMapping content to connections

http://forrester.typepad.com/groundswell/2007/12/the-post-method.html http://blogs.hbr.org/2014/05/strategize-first-analyze-later/?

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The “Free” Ride“The future is already here – it's just not evenly

distributed.”William Gibson

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Opportunity & Challenge

Social media, social networking, social platforms bring tremendous opportunity to access:

Greater informationNetworks beyond physical accessSpecific people or demographic anywhere in the world

In return we trade data.Increased access & convenience is at the expense of transparency.

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The Alpha Geek

"Young people are just smarter“

If you want to found a successful company, you should only hire young people with technical

expertise.

"you should presume that someday, we will be able to make machines that can reason, think and do things

better than we can.”

“… if you had a coordinated way to just reduce the work week. And then, if you add slightly less employment, you

can adjust and people will still have jobs"

http://www.newrepublic.com/article/117088/silicons-valleys-brutal-ageism

http://venturebeat.com/2014/07/05/both-google-co-founders-reveal-beliefs-on-rent-privacy-taxes-law-future-tech-in-7-quotes

/

http://www.evancarmichael.com/Famous-Entrepreneurs/645/Sergey-Brin-and-Larry-Page-Quotes.html

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“Free” at the expense of “Freedom”

“Commercialization of the experience may come to bound or limit the expectation that many people have of what the Internet is for.”

David Clark, a senior research scientist at MIT’s Computer Science and Artificial Intelligence Laboratory

“Network operators’ desire to monetize their assets to the detriment of progress represents the biggest potential problem. Enabling content creators to easily and directly reach audiences, better search tools, better promotion mechanisms and curation tools—continuing to dismantle the ‘middle men’ is key.”

Glenn Edens, director of research in networking, security, and distributed systems at PARC

“Concerns over commercial influences altering the overall online experience were led by some of the architects of the Internet.”

http://www.elon.edu/e-web/imagining/surveys/2014_survey/2025_Internet_Looming_Threats.xhtml

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“The economy of the future will be built on

relationship rather than possession.”

I had (and still have) a dream that the Web could be less of a television channel and more of

an interactive sea of shared knowledge.”

Tim Berners-Lee

John Perry Barlow

“Creativity will proliferate, but quality will be scarce and hard

to recognize.”

Esther Dyson

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Social APIs

Leverage trusted networksConvenient for users/customersExtended access to demographic dataWe can leverage insights about social behaviours, but the platforms also get insights into our business / association

“What Is an API and Why Does It Matter?”

http://sproutsocial.com/insights/api-definition/

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Network Structure

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Culture of Hoarding

“There is something mysterious about social networks. We live surrounded by them, but usually cannot see more than one step beyond the people we are directly connected to, if that. It is like being stuck in a traffic jam surrounded by cars and trucks.”

Understanding Social Networks

Charles Kadushin

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Network Diversity

Large customers/members will have their own ecosystem and internal tools, which *may* make

them less dependent on the association. Essentially a network within a network.

Small customers/members *may* be under more pressure in bearing

generalist roles and the need to wear many hats. They won’t have access to

the same resources (specialists/research/infrastructure) as larger members. Most importantly, it

may difficult to find support in sharing learnings.

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Network Management

“Modern societies and large networks in general are less dense and have structural holes, more dense parts of a network that are hardly connected at all; if connected, then it is by nodes that serve as brokers between the otherwise barely connected regions

Large modern world networks are held together by weak ties – relationships that are infrequent, less close and less intimate, but for that reason very important. Flows through networks are critical and can take place through redundant dense ties or through weak ties”

Understanding Social Networks, Charles Kadushin

The more similar nodes/members in a network become, the less value they

offer to each other.

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Network Health

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Network Health

“In the last decade, two important papers were presented to learned societies, one on anthropology and the other on biology. And both these researchers were working completely independently. But it happened by chance that I saw both papers. The biological one was looking into all the biological species that have become extinct. The anthropological one was looking into all the human tribes that had become extinct. Both researchers were trying to find a commonality of causes for extinction. Both of them found the same cause independently – extinction is a consequence of over-specialization. As you get more and more over-specialized, you inbreed specialization. It’s organic. As you do, you outbreed general adaptability.

So here we have the warning that specialization is a way to extinction, and our whole society is thus organized.”

Page 326, Design for the Real World | Human Ecology and Social Change, Victor Papanek”

Published in 1985…

An innovation is arguably conceived across disparate

networks, and honed within a network

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https://www.goodreads.com/work/quotes/10074639-cognitive-surplus

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Analyzing Behaviours

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“it doesn't seem to sink in that Facebook dampens our mood. If people did draw this conclusion, it's hard to see how the site would remain as popular and ubiquitous as it is. Ironically, this failure persists despite the fact that we often read about such studies directly via Facebook”

“Test participants who had used Facebook for 20 minutes reported being in a worse mood than those in two other test groups (one browsed the Internet, one served as a control and did nothing); the Facebook participants also felt their time had been used in a less meaningful way.

Amid the wreckage, Sagioglou and Greitemeyer spotted a clue for why we go back: we think we'll enjoy it. In a separate experiment, they asked test participants to guess whether spending 20 minutes on Facebook would make them feel better or worse. Contrary to the findings of the earlier experiment, in which using Facebook put people in a worse mood, participants expected that using Facebook would make them feel better.”

http://www.fastcodesign.com/3028783/evidence/we-hate-ourselves-for-spending-so-much-time-on-facebook-so-why-do-we-do-it

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Facebook Leads Social Traffic Referrals with 21%Pinterest contributes 7% and Twitter 1% of total social referral traffic to other sites.

BuzzFeed and Huffington Post dominate on Facebook, while the

BBC and New York Times rule Twitter. This indicates hard news may fare better on Twitter, while human interest stories and memes win on Facebook.

http://techcrunch.com/gallery/mary-meeker-internet-trends/slide/15/

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http://www.slate.com/articles/technology/technology/2014/04/facebook_news_feed_edgerank_facebook_algorithms_facebook_machine_learning.html

“Many of the same stories that thousands of people Facebook-liked turned out to be ones that thousands of other people genuinely hated. They included posts that had clicky headlines designed to score cheap likes and clicks, but that actually led to pages filled with spammy ads rather than the content that the headline promised. But in the absence of a “dislike” button, Facebook’s algorithms had no way of knowing which posts were turning users off. Eventually, about a year ago, Facebook acknowledged that it had a “quality content” problem.

Three sources of data in particular are helping Facebook to refashion its news feed algorithms to show users the kinds of posts that will keep them coming back: surveys, A/B tests, and data on the time users spend away from Facebook once they click on a given post—and what they do when they come back.”

“When users click on a link in their news feed, Cathcart says, Facebook looks very carefully at what happens next. “If you’re someone who, every time you see an article from the New York Times, you not only click on it, but go offsite and stay offsite for a while before you come back, we can probably infer that you in particular find articles from the New York Times more relevant”—even if you don’t actually hit “like” on them.”

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http://oursocialtimes.com/whos-viewed-your-updates-new-metrics-for-linkedin-marketing/

http://www.slate.com/blogs/moneybox/2014/05/22/how_you_rank_linkedin_adds_new_ranking_metrics_to_its_online_profiles.html

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Social Ecosystem Design

1. Each social platform has a specific culture (nurture different social behaviours)

2. Not all social metrics are created equal

3. The demographics of each social platform should influence how we target and distribute content

4. Digital content may seem disposable, but its legacy has a long-term impact

5. We should see social content in a way that it gives us capacity to grow as a social brand and inspire social influence

6. As Digital and Social grow as ecosystems, we will need to adapt our brand guidelines to accommodate expansion

7. Need to understand relationships between online properties as well as the relationship between online and offline properties

A share is worth more than a like, but even shares are in question, because people often share links before they’ve clicked on them

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Mobile & Ambient Data

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https://intelligence.businessinsider.com/mobile-insider-internet-of-things-forecast--snapchat-tops-whatsapp-in-us--facebook-personalization-2014-5

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Trends

Internet of Things & ambient dataSocial APIs and mobile platformsPersonal assistantsShare economy (Uber, Airbnb)Loyalty + mobile + multi-channel retail

https://intelligence.businessinsider.com/mobile-insider-standalone-wearables--the-future-of-app-constellations--security-risks-with-iot-2014-7

“One of the most important trends in mobile strategy has been the move toward "app constellations." These are a variety of apps from one company, each servicing one specific purpose, as opposed to one catch-all app that encompasses multiple services. A good example is Facebook's Messenger app, which stands apart from the main Facebook app.

LinkedIn has also moved toward an app constellation, and today operates six individual apps, including one for managing business contacts and one for job searches.”

http://techcrunch.com/gallery/mary-meeker-internet-trends/slide/14/http://firstround.com/article/hardware-adam-Macbeth

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“Tracking a person’s daily movements via smartphone GPS signals and credit-card transactions is far more revealing than, say, Web browsing habits or social media comments. What people do is deemed critical by social physics researchers, not what they say or think”

Alex PentlandSocial Physics: How Good Ideas Spread-The Lessons from the New Science

http://www.redorbit.com/news/technology/1113169666/tracking-personal-data-new-technology-061314/#4RVWso8QrfJhsAJB.16

http://www.datanami.com/2014/05/21/social-physics-harnesses-big-data-predict-human-behavior/

https://intelligence.businessinsider.com/mobile-insider-standalone-wearables--the-future-of-app-constellations--security-risks-with-iot-2014-7

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http://www.marketingweek.co.uk/opinion/pouch-loyalty-app-shows-mobile-is-retailers-lifeline/4009522.article

http://www.techinasia.com/inloyal-loyalty-app/

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Perceived Challenges

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Survey

“Have capability, but need improvement in execution”“Engagement varies”“Lack of channel integration”“Want to be more effective at communicating key messages and leveraging platforms for CRM”“Increasing with importance”“Hired a digital media manager”“Would like to better understand the state of the art”“Bandwidth to leverage opportunities”

Gratefully received…. But they could have come from anyone anywhere. Business problems must drive social strategy.

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Questions

Membership healthBudget for social marketing and content managementGrowth goalsRecruitment

My questions for you regarding the evolution of your associations:

What keeps you relevant? What’s your vision? What’s the total membership size compared to online participation? Is membership size a concern? How do you recruit new members? What are your goals for the future? How specifically do you add value?

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Quotes from “detective” work

“No offence, but the barrier to social media is so low.

Everyone’s an expert.”

“We are the last big industry to change.”

“The sales reps are the most resistant to change [and technology]. It’s a very competitive space and there’s a lot of job insecurity. The average sales rep

is 20 years older than the average customer.”

“The sales reps are the most resistant to change [and technology]. It’s a very competitive space and there’s a lot of job insecurity. The average sales rep is 20 years older than

the average customer.”“Our industry has

historically been a B2B space, but we’re

increasingly showing B2C characteristics.”

“We’re a member, but don’t interact a lot [with

association]. We’re so big, we’re largely self-

sufficient.”

“Our industry has historically been a B2B

space, but we’re increasingly showing B2C

characteristics.”

“I learn a lot from looking at “play” in other industries.”

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Discussion

Graphic from http://worrydream.com/ABriefRantOnTheFutureOfInteractionDesign/

Different types of members will have different types of needs – how can we build social tools that address specific challenges?

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Strategic Themes

Mapping meaningful content to connections

(Through social data & our extensive human experience)How can we be more relevant?

Defining our comfort zones

(How much do we want to share?)

Social integration (Website + email + mobile + social platforms + …)

Because technology can do almost anything now. We should assume anything is possible. So if anything is possible, what would actually be useful to us?

http://theloyaltyawards.com/wp-content/uploads/2013/05/TheloyaltyAwards2013shortlist.pdf

Need strong visionDefine association challengeMapping membership behaviours and characteristicsDistilling how you support and how you add valueHow to build loyaltyExploring how technology can enable you to do thisSocializing the valueHonest discussion about resources, willingness to invest / share learnings