Increasing an Association’s Member Retention through Social Communities. Andy Steggles President & Chief Social Strategist Higher Logic Priya Viswanathan Director, Application Development ASAE

SPEED OF TECHNOLOGY ADOPTION 2

Evolution of Personal Social Networking 3

EMERGING BUSINESS OPPORTUNITIES 4 PERSONAL BUSINESS

SOCIAL QUADRANTS THE FUTURE OF SOCIAL 5

Collaborate a case study Priya Viswanathan Director, Application Development

What we do Give association executives the tools and empowerment to help transform society for the better

Located in Washington, DC 130 staff More than 20,000 members Representing 11,000 organizations ASAE

Goals of ASAE Knowledge Community LearningAdvocacy

Community Knowledge Collaborate

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Why Collaborate? Create a private social networking site where members feel comfortable sharing their professional experience and insight with each other. Specifically a space where… – Members can network in a virtual setting – Volunteers have space to do their job – We could migrate listservs to an upgraded platform and make shared content accessible to members

Listserv Migration History Need 1.Weren’t integrated with our AMS 2.Text only s 3.No Attachments

Listserv Migration Get Started Inventory Inactive listservs Merged ed listserv members

Listserv Launch Launched 2 most active listservs Set up a war room to moderate Volunteer chairs sent welcome messages Feedback from members Tweaked the listservs and launched the rest!

Do’s and Don’ts Keep members informed about the upcoming transition well ahead of time Get member feedback Get help from your volunteer community Educate your staff Send an automated to users who post to the old listserv informing about the transition Don’t keep the old listserv and the new community active at the same time Don’t put big banners in your HTML messages Don’t have to spend time and effort on listserv archives. Most often they are not worth the investment.

Before/After Listserv Migration

Engagement Statistics before and after Collaborate

Before and After over a 6 month period

Comparison between March 2013 and April 2013

Pleasant Surprises CEO Network Online Overall listserv engagement jumping 30% Members we have never heard of were engaging in this platform!

What’s next for Collaborate? Write data from Collaborate to our AMS Creating a community for new ASAE members Signing up members for at least one community Website redesign Enable members use the event registration feature

How to Measure Success Success Metrics: Mission/Vision Aligned Metrics for Component Success Metrics for Expanding Mission/Reach Measure Community Performance 25

Institute of Public Works Engineering Australia Source: Chris Champion, CEO, IPWEA Full communications integration Most activities require login/account creation All new accounts are auto-subscribed to the Open Forum Number of users has grown 27% in the last 12 months

Which of the following have you accessed in the last 12 months? 27

IPWEA Compared to Avg of 26 Associations 28 Stats: 2,200 members 12,000 total (members + non-members) 9,500 in their open forum Ranking: #1 for Member Engagement #1 for Overall Performance Discussion Groups: Industry Avg: 10% Old listserv: 30% New communities: 60%

Case Study: AANAC Source: Shannon Johnson Membership Manager AANAC 400 South Colorado Blvd, Suite 600 Denver, CO ext. 310 Total Members: 14,000 Launched Date: Early

AANAC Engagement Metrics 30 Engagement Factors:OctoberNovemberDecemberJanuary Profiles Updated (cumulative) 1,231 1,262 1,2881,342 Content Contributions (cumulative) 36,845 38,512 39,96541,709 e-group posts written 2,161 1,615 1, Library entry downloads1, , Unique logins (cumulative) 8,762 9,135 9, Unique authors Total Engagement Score (cumulative) 2,158,567 2,259,887 2,340,7012,444,528 % of Change in Engagement7%5%4%

AANAC Engagement Metrics 31 Engagement Factors:DecemberJanuaryFebruaryMarch Unique logins (monthly) 2,3152, Unique authors (monthly) Unique mobile app logins (monthly) % of unique logins (to AANAC membership)16%19%16%21% % of unique authors (to AANAC membership)3%4% % of subscribers (to total AANAC membership)--94%95%

Meeting Planners International (MPI) Goals: – Provide Improved Component Management Services to their Chapters – Improved Control Over Brand – Generate Non-Dues Revenue (Cover Costs) Stats: – Members: 21,000 – Countries: 86 – Chapters: 71 – Chapters with Launched Microsites: 13 32

Example Chapter Websites: 33

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Centralized Event Registration 35

Example Cost/Revenue Metrics Revenue: Charge $200 per chapter, per month MPI Costs: – $1,000 per month for all chapter websites – 0.1 of an FTE to Support All their Chapters MPI Revenues: – 13 Chapters = Approx. $2600pm (max potential of $14,200pm) – Misc. Ad revenues (unknown amount) 36

SPE Engagement Metrics Goals: – Support Chapters & Sections – Control Branding at the Component Level – Improve Member Engagement – Create New Messaging Platform 37

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SPE Initial Results Over 100 Component Websites Launched Brand Aware Designs for All Components 80% of Members Subscribed to at Least One Discussion Group Improved Governance Communications New Ad Revenue from Grass Roots Advertising 42

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Engagement Points – Points are a way of measuring online engagement – Measurement = Recognition/Reward – Engagement = More meaningful content – Increased engagement = improved member retention – Improved member retention = bigger/better org

Example of Point Values Blog Engagement Activities ActivityPoint ValueActivityPoint Value Read1Add Author as Friend/Contact2 Create7Print1 Rate2Subscribe to RSS Feed2 Comment4Trackback1 Rate a Comment1*Forward to a friend5 Add Related Link2Add to Favorites2 Rate Related Link1 *Notice how the “Forward to a friend” activity has been assigned a unusually high point value. This is because it has been recognized that each instance of this activity might generate a new prospect (since the address of the person it is being forwarded to is being recorded).

Viewing Engagement

Recognizing Engagement

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Terrance’s Engagement 52

Community Wall of Fame MGMA – # of Members : 22,560 – # of Postings: 1382 in last 30 days 16,586 in last year ASCRS – # of Members: 9,865 – # of Postings: 633 in last 30 days 8263 in last year Postings p/m p/y Postings p/m p/m 0.83 Postings p/m p/y Postings p/m p/m Ratio of Postings to Members

Community Wall of Fame ILTA – # of Members: 17,491 – # of Postings: 1099 in last 30 days 13,563 in last year FPA – # of Members: 23,051 – # of Postings: 534 in last 30 days 5268 in last year Postings p/m p/y 0.06 Postings p/m p/m 0.22 Postings p/m p/y 0.023Postings p/m p/m Ratio of Postings to Members

Community Wall of Fame NSA Connect – # of Members: 10,710 – # of Postings: 2200 in last 30 days 17,189 in last year ASAE – # of Members: 20,000 – # of Postings: 932 in last 30 days 15,474 in last year Postings p/m p/y Postings p/m p/m 1.60 Postings p/m p/y Postings p/m p/m Ratio of Postings to Members

Community Wall of Fame HUG # of Members: 2,006 – # of Postings: 474 in last 30 days 3,695 in last year CRMUG – # of Members: 7,675 – # of Postings: 199 in last 30 days 2,380 in last year (avg) Postings p/m p/y Postings p/m p/m 1.84 Postings p/m p/y Postings p/m p/m Ratio of Postings to Members

Community Wall of Fame HCCA # of Users: Approx. 10,000 – # of Postings: 627 in last 30 days 5,698 in last year Google Indexed Pages: 39,800 SCCE – # of Users: Approx 5,000 – # of Postings: 627 in last 30 days 5698 in last year Google Indexed Pages: 31,300 – SCCE Result: Double Digit Yearly Growth since Postings p/m p/y Postings p/m p/m 0.56 Postings p/m p/y Postings p/m p/m Ratio of Postings to Members

Most Common Mistakes Over Segmentation Lack of Auto-Subscription Poor Launch – Poor quality seed messages – Lack of personalization – Too few seed messages Resistance to Change – Lack of understanding – Too used to “how things have always been done” 58

THINK TANK How can in-person and online networking converge using mobile as the enabler? 59

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THE 2013 HIGHER LOGIC ENGAGEMENT SUCCESS KIT 61

Andy Steggles President & Chief Social Strategist Higher Logic Priya Viswanathan Director, Application Development ASAE Thank You