Basics of Social Strategy Social Strategy Process Program Agenda: Basics of Social Strategy Social Strategy Process Society of Naval Architects and Marine Engineers Case Study Questions Engagement Strategies 101/301 By Andy Steggles

Engaging in a big, big world Currently there are 118.2 million blogs and growing Public social media websites such as Facebook add on average 250,000 new users each day Across the world, activity in "member communities" accounts for one in every 11 minutes spent online. Unique visitors to Twitter increased 1,382% in one year, from 475,000 unique visitors in February 2008 to 7 million in February 2009 Social media is more popular than porn!

Agenda Viral Engagement: Mentoring Mobile Membership Social Everything How to Explain What the Social Web is Engagement 101/301 Brochure Website vs. Member Website Public vs. Private Social Strategy Measuring Engagement Engagement Recognition Syndicated Content/Component Strategy Profile “Completeness” Viral Engagement: Mentoring Mobile Membership Social Everything

Social Web 101 What is the social web? Public vs. Private Social Media Social Networking Public vs. Private Pros and Cons Benefits of Private Retooling your Association Social Networking can give your members new and innovative ways of conducting member business through: Creating new generation member directories Forming affinity groups for members Sharing webinars and on-line presentations Addressing members expectations Attracting new members

Engagement 101 Identify your goals: (new revenue, advocacy, outreach, membership growth etc.) Auto-Subscribe all members to at least one community Identify who your engaged users are – challenge them Educate your members on why the social web affects everyone (staff, leadership and members at large) Introduce the concept of personal branding Use public platforms as outposts to your own network Measure/Recognize and Reward Social Everything Retooling your Association Social Networking can give your members new and innovative ways of conducting member business through: Creating new generation member directories Forming affinity groups for members Sharing webinars and on-line presentations Addressing members expectations Attracting new members

Member Website vs. Brochure Website

WSAE

Public vs. Private Public Networks as Outposts Public Private Not Public XOR Private Public AND Private Private Should be Used as Outposts (billboards) Push content/activity/engagement to Member only network Public Blocked Sites Not Professional (facebook) Difficult to restrict to members Inability to leverage AMS data Others? Private Full Access from Corporate Networks Professional Accountability Leverage of AMS Data/Demographics Engagement Reporting Syndication More…

Measuring Engagement: Points What are they? How do they work? Is Contributor vs. Non-Contributor What do points make? Social Networking = Member Engagement = Improved Member Retention What do we mean by engagement? Attract and entice conversation on line Communicate and connect with your members Address your members expectations

Example of Point Values Blog Engagement Activities Activity Point Value Read 1 Add Author as Friend/Contact 2 Create 7 Print Rate Subscribe to RSS Feed Comment 4 Trackback Rate a Comment *Forward to a friend 5 Add Related Link Add to Favorites Rate Related Link *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 email address of the person it is being forwarded to is being recorded).

Viewing Engagement

Engagement Recognition Digital Ribbons http://test.nysaenet.org/NYSAENET/NYSAENET/Admin/ManageRibbons/Default.aspx Social Badging Other types of traditional recognition?

Professional Profile Member Brand Industry Recognition = Career Advancement

Syndicated Content: Chapters/Sections Centralize your component data Different than RSS Single Source Social Network Give them measuring tools – overall community engagement Chapter Meetings Speaker Profiles Centralized Meeting Data Member/Non-Member Rates And more…

Bring Communities into the “Completeness” Challenge Member Demographics as part of your social strategy Profile “Completeness” what elements should it consider? Weighting? Reporting Include Your Components

Ranking of Chapters Create a Competition Chapter Awards Program

Viral Engagement In-person Word of Mouth Online Word of Mouth (refer a friend) Viral Applications Member get a Member Mentoring Refer a Friend Tell them Invitation to Register

Mentoring: Career Engagment

Pay it Forward! Step 2: Mentoring Event Registration Donate Get a Member

Mobile Membership 82% of Americans never leave home without their mobile phones 42% say they “cannot live without” their mobile phones Nearly 50% sleep with their phones nearby Source: Synovate (http://bit.ly/synovateonmobile.com) 58 million* total US smartphones. 160 MM by 2013 BlackBerry (41%)** iPhone (28%) Source: ComScore, http://techcrunchies.com/?s=most+popular+US+smartphones , http://techcrunchies.com/growth-potential-of-the-mobile-applications-market/ More than half of iPhone users are above age 35: age 35-54: 36% age 55+: 17% Source: http://techcrunchies.com/age-demographics-of-iphone-users/ 3 billion apps downloaded from iPhone App Store in just 18 months (1 billion is last 3 months) Source: http://techcrunch.com/2010/01/05/app-store-3-billion-downloads/

New Revenue Search Engines User Generated Content (UGC) Balance of Member’s Only Content vs. Search Engine Exposed Content eGroup Discussions Resource Libraries (videos, RFPs, pay-per-download (PPD) content – conference sessions, whitepapers etc.) Microsites - syndicated

Social Everything Print Magazine FAQs Press Releases Legislative Alerts

Wiki Glossary

Contact Info Andy Steggles COO & Social Strategist Higher Logic, LLC andy@higherlogic.com