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