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ASAE "Engaging Community" - Expanded Version

Speech on how associations can use social technologies at American Society of Association Executives 2009 annual conference, August 17, 2009. These are an expanded deck that includes screenshots of the examples. There is another slideshare of the actual slides used at the conference

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ASAE "Engaging Community" - Expanded Version

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  1. Engaging Community In The Groundswell Charlene Li Altimeter Group August 17, 2009 For slides, send an email to slides@altimetergroup.com

  2. What engagement often looks like today 2 2

  3. Meet Dave Carroll Source: davecarrollmusic.com 3

  4. Welcome to the Groundswell When people get what they need from each other A power shift, catalyzed by social technologies 5 5

  5. Technologies can be confusing 6 Source: Wordle.net

  6. It’s about the relationship 7

  7. Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal 8

  8. Goals define your strategy Dialog Learn Help Innovate 9

  9. Always start with Learn Dialog Learn Help Innovate 10

  10. Learn with monitoring tools 11

  11. Radian6 enables learning organizations 12

  12. Dialog with your community Dialog Learn Help Innovate 13

  13. How do you join a conversation? 14 Source: http://www.flickr.com/photos/asaecenter

  14. The Engagement Pyramid Curators Producers Commenters Sharers Watchers 15

  15. AMA encourage sharing 16

  16. 17 NAA dialogs with members via a blog 17 http://www.naahq.org/blog

  17. 18 And whereever members may be 18

  18. 19 And on three Twitter accounts 19

  19. 20 Red Cross engages in many channels 21 Chapter blogs so far 20

  20. Social Media handbook/policies help keep order 21 http://sites.google.com/site/wharman/social-media-strategy-handbook

  21. Provides training for “Red Crossers” 22 http://sites.google.com/site/wharman/social-media-strategy-handbook

  22. Red Cross engages fans too 23

  23. Help your members support each other Dialog Learn Help Innovate 24

  24. IEEE supports members support each other 25

  25. ALA uses private communities to help 62,000+ members 1,300+ groups 26 http://connect.ala.org/

  26. Goals define your strategy Dialog Learn Help Innovate 27

  27. Starbucks innovates across the organization

  28. Getting started What’s stopping you? “We don’t have the time, money, or people.” “People will abuse it.” “Our boards/volunteers are short-term focused.” “IT/Legal won’t let us.” “I’m afraid of losing control.” 29

  29. #1 Make it real for your curmudgeon • Show the current dialog ▫ Find the points of engagement ▫ Show what the competition does • Create a community ▫ “Facebook Fridays” ▫ Internal Twitter (e.g. Yammer) • Indulge a personal passion 30

  30. #2 Start small, start now Audience Goal Revolutionary 31

  31. Deal with different mindsets Fearful Skeptic Cautious Tester Realist Optimist Transparent Evangelist Find the “moments of truth” and “moments of crisis” for each mindset 32

  32. #3 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals 33

  33. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of comments # of referrals Greater loyalty Faster, more closes Help Innovate # of issues addressed # of implemented ideas Increased satisfaction Faster development 34

  34. Higher order metrics to consider Net Promoter Score How likely are you to recommend this to someone you know? Lifetime Value Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) 35

  35. #4 Fail fast, fail smart Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable mistakes. 36

  36. Wal-mart failed many, many times 37

  37. Buyer blog hit the right note 38

  38. #5 Give up the need to be in control 39 Photo: Kantor, http://www.flickr.com/photos/kantor

  39. Deciding how open to be Your goals Your The audiences’ needs competition 40 40

  40. How to give up control and be in command The Sandbox Covenant 41

  41. Summary • Focus on the relationships, not the technologies • Start by learning from the conversations • Foster the right amount of openness in your organization

  42. Thank You Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli For slides, send an email to slides@altimetergroup.com 43 Copyright © 2009 Altimeter Group

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