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Adopting Education Strategy to Jump-start Member Engagement
Wednesday, Jan. 16, 20132 – 3 p.m. ET
@AaronWolowiec
Poll Question
• Which of the following best describes you?– CEO (association or AMC leader)– Professional staff (non-CEO staff)– Industry partner (association supplier)– Consultant (services the industry)– Young professional (30 and under)– Other
Learning Road Map
• Strategic planning• Education equation• Q&A break• Education strategy• Community• Wrap-up• Discussion• Contact information
Strategic Planning
According to LinkedIn Skills & Expertise:Strategic planning is an organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy.
Resource: http://linkd.in/WKlXh5
Key Components
Mission
Vision
Values
Mission
Definition• Reason for existence• Describes what the
company does• Communicates purpose to:
– Employees– Customers– Vendors – Stakeholders
Example: MSAEMSAE exists to ensure a knowledgeable, professional and successful association community.
Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
Vision
Definition• Future successful state• Inspirational • Aspirational• Mental image of the future• Challenge and
inspire employees
Example: MSAEOver the next three years, MSAE will evolve its services and refine its operations to achieve a high level of value for its members and its members’ members as demonstrated by three pillars of success.
Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
Values
Definition• Organization’s belief system• A moral compass for the
company and its employees• Guides decision making • Principles of the
organization’s culture• Shared by leadership
Example: MSAE• Commitment• Integrity• Diversity• Community
Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM
Reflection
Process
• Extensive interaction with key stakeholders
• Present state of the industry• Role of the association within that
environment• Implications for the future
Timeframe
• 1-12 months• Operational
• 3-5 years or more• Strategic
Long TermShort Term
Elements
• Government relations
• Membership• Human resources
• Public relations• Meetings• Technology• International
Poll Question
• Does your organization have a separate strategic education plan?– Yes– No– I don’t know
Education Equation
Education Engagement Loyalty Membership Return
Education
Association• Digital learning • Classroom learning• Expositions• Meetings • Events• Certification• Field experience
Membership• Blogging• RSS feeds• Social bookmarking• Social networking• File sharing• Communication tools• Collaboration tools
Engagement
• Creators• Conversationalists• Critics• Collectors• Joiners• Spectators• InactivesResource: http://slidesha.re/11teTNv
Loyalty
People will:– Do business with someone they are familiar with
and have learned to trust– Try to establish a long-term relationship with an
organization after a positive experience– Become loyal to organizations with whom a
relationship has been established– Base their membership decisions on past
experiences, customer service and quality
Return
• Member acquisitions
• Retention numbers• Meetings
attendance• Bottom line– Purchases– Sponsors– Exhibitors
1. Jump-start member engagement 2. Leverage/tweak current
education programs/content3. Work smarter (Not harder!)
Strategy 1: Job Analysis
Resource: Certification Simplified: A Primer for Staff and Volunteer Leaders
• Task analysis• Role delineation• Identify– Knowledge– Skills– Successful performance– Competencies– Domains
Engagement Opportunities
• Planning• Draft questionnaire/
interview questions• Communication• Incentivize participation
• Release questionnaire/ conduct interviews
• Interpret findings• Recommendations• Implementation• Evaluation
Strategy 2: Content Curation
• What is it?– Sorting through vast amounts of content– Presenting it in a meaningful way– Organizing it around a specific theme
• Why is it valuable?– We live in an era of content abundance– Content curation offers high value– Maximizes resources and builds community
Engagement Opportunities
• Guest bloggers• Executive briefs• White papers• Social media feeds• YouTube videos• Articles/columns
• Curated:– Slide decks– Resource materials– Discussions– Chat transcripts– Question/answer
summaries
Strategy 3: Branding
• Brands matter• Align customer
expectations with extraordinary experiences
• Special/unique qualities• Promote brand identity• Trust improves meeting
attendance
Engagement Opportunities
• Plan quality education sessions– Thought leaders– Instructional strategies
• Intentional networking– Meaningful connections
• Innovative brand– Clever name, logo and
tagline– Consistent graphics,
shapes and colors– Meeting value and brand
promise
Strategy 4: Communication
• Communication channels• Comprehensive, multi-
media marketing• Education benefits,
outcomes, testimonials • Number of touch points• Release strategy• Shared calendar
Engagement Opportunities
• Channels– Newsletter/magazine– Blog/website– Social media– Online community– Direct mail– Email
• Roles– Interviewers – Writers– Editors– Posters– Reviewers
Strategy 5: Transference
• Past experiences• Learning task• Bridge theory with
practice• Transfer task• Modified behavior• Teach others
Engagement Opportunities
• Follow through– 90-day window
• Offer support – Proactive – Community– Responsive
• Remove barriers– Clarification– Practice scenarios– Additional training
• Celebrate successes– Recognition
Five Education Strategies
1. Job analysis
2. Content curation
3. Branding
4. Communication
5. Transference
Next Steps
• Refine ideas–Action items–Resources–Completion dates
• Implement ideas• Accountability–Partner/team
Community
• Board members• Components • Facilitators • Legislators• Members• Regulators
• Speakers • Sponsors• Staff• Thought leaders• Vendors/suppliers• Volunteer leaders
Final Thoughts
• Write a separate strategic education plan• Education Engagement Loyalty
Membership Return• Leverage/tweak current education
programs/content first• Work smarter (Not harder!)• The secret to your success is intentionality• Implement a new strategy within 90 days
Housekeeping
• Consultation discount: – [email protected]– Email within one week
• Slide deck:– http://www.slideshare.net/aaronwolowiec– Available tomorrow morning
Discussion
• What’s the biggest takeaway you’re leaving with today?
• What strategy will you implement first?• What engagement best practices do you
employ within your organization? • What additional resources would you like to
share with participants? • What lingering questions do you have?
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