Driving association success with social media
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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.

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Driving Association Success With Social Media

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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…


EngagementCollaboration

Business Value Shift: The World is Watching


What kind of relationship do you want?

Focus on relationships, not technologies

Transactional

Occasional

Impersonal

Short-term

Passionate

Constant

Intimate

Loyal

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

21 Chapter blogs so far


Use Blogs to Talk to Members

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 Measurements

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


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