Measuring Online Member Engagement & Return on Investment Andy Steggles – President & Chief Customer Officer

WELCOME! Andy Steggles President & Chief Customer Officer Higher Logic 2

ABOUT HIGHER LOGIC 6 Years Old 55+ Staff Private (no funding, no debt) 100,000+ Communities 15m+ Users 400+ Associations Incredible Integration Strong, private company Awesome clients Voted one of the “Top 50 Places to Work” (Washingtonian Magazine) 3

WHAT IS COMMUNITY? 4

SPECIAL INTEREST GROUPS Types of Community:

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COMPONENTS Types of Community:

MEETINGS Types of Community:

INTRANETS Types of Community:

Intranets

BLENDED LEARNING Types of Community:

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www site integration

Social Mentoring

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Micro- Volunteerism

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Seeking: 55th Annual Meeting - Fitness Track Yoga Instructor Type of Opportunity: Open Call for Volunteers Application Deadline: 7/5/2013 Interest Area: Membership Engagement Contact: Alissa Brower Time Commitment: Quick Task (less than a day) Travel Required: No travel required Volunteer Category: Onsite Conference Volunteer Level of Effort: Simple task No. Of Applications Accepted: 2 Description:

ENGAGEMENT = INBOUND MARKETING 50

AIA MISSION: RAISE AWARENESS OF INDUSTRY Open or Closed? 51

RECOGNIZING Engagement 52

MEASURING AND RECOGNIZING Recognition…

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RECOGNITION: WALL OF FAME

Engagement Measurement & Benchmarking

X-Large:100k+ Large:50 to 99k Medium/Large:20k to 49k Medium:5k to 19k Small/Medium:1.5k to 4k Small:0 to 1.4k SIZE CATEGORIES

Example: Total Users who have a photo AND a bio: XL (> 100k Members) SHRM - 1,492 (0.596% of Users) ASHA - 1,333 (0.726% of Users) M/L (20k to 49k Members) SFN - 4,012 (2.182% of Users) MPI - 2,422 (11.477% of Users) S (0 to 1.4k Members) NGO Connect (20.728% of Users) REAMP (32.037% of Users) POINT IN TIME STATS

Total Members who have posted a discussion message in the last year XLASHA - 4,622 (2.57%) MASAE - 2,780 (12.53%) SACA Planners (64.93%)

Engagement = Satisfaction Case Study: ASAE  23,000 Members  13,000 Active within Collaborate  80% Retention Rate  3.81 Member Satisfaction Score (FY13)  1.5 FTEs for Community Management “Members who are active within Collaborate are 23% more likely to recommend ASAE” (Source: ASAE Research Department)

Engagement Strategies Profile Completeness – ShamificationShamification LinkedIn Strategy – Migrate EngagementMigrate Engagement New Members – Introduce YourselfIntroduce Yourself – Change your onboarding process to emphasize community Embrace Non-Members Don’t Over-Segment Open the Conversation (or some of it) – SEO Auto-Login & Contributions 61

“Approximately 61% of newcomers received a reply to their initial post, and those who got a reply were 12% more likely to post to the community again.” - Elisabeth Joyce and Robert E. Kraut (2006) 62

Questions?

Contact info – Andy Steggles – – #HigherLogic Thank you for your participation!

Discussions: Unique Threads vs. Thread Creators (2013) (XL) ASHA (4%) Threads/ 2819 (2%) Creators (L) NAIS (3%) Threads/506 (1%) Creators (M/L) ASAE (27%) Threads/1904 (9%) Creators (M) IAAPHQ (47%) Threads/1693 (9%) Creators (S/M) ASOA (117%) Threads/611 (22%) Creators (S) ACA Planners (461%) Threads/135 (34%) Creators

Other ENGAGEMENT STATS 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/P in Last Year 0.83 Postings P/P in Last Year Ratio of Members to Postings

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/P in Last Year 0.22 Postings P/P in Last Year

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/P in Last Year 1.60 Postings P/P in Last Year

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/P in Last Year 1.84 Postings P/P in Last Year

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/P in Last Year 0.56 Postings P/P in Last Year