1. Measuring Online Member Engagement & Return on Investment Andy Steggles – President & Chief Customer Officer Twitter: @asteggles

2. WELCOME! Andy Steggles President & Chief Customer Officer Higher Logic http://www.higherlogic.com/andysteggles 2

3. 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

4. WHAT IS COMMUNITY? 4

5. SPECIAL INTEREST GROUPS Types of Community:

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12. COMPONENTS Types of Community:

18. MEETINGS Types of Community:

23. INTRANETS Types of Community:

24. Intranets

27. BLENDED LEARNING Types of Community:

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32. www site integration

35. Social Mentoring

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45. Micro- Volunteerism

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49. 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:

50. ENGAGEMENT = INBOUND MARKETING 50

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

52. RECOGNIZING Engagement 52

53. MEASURING AND RECOGNIZING Recognition…

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55. RECOGNITION: WALL OF FAME

56. Engagement Measurement & Benchmarking

57. 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

58. 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 - 296 (20.728% of Users) REAMP - 280 (32.037% of Users) POINT IN TIME STATS

59. Total Members who have posted a discussion message in the last year XLASHA - 4,622 (2.57%) MASAE - 2,780 (12.53%) SACA Planners - 150 (64.93%)

60. 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)

61. 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 & Email Contributions 61

62. “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

63. Questions?

64. Contact info – Andy Steggles – andy@higherlogic.com – @asteggles – #HigherLogic Thank you for your participation!

65. Discussions: Unique Threads vs. Thread Creators (2013) (XL) ASHA - 7265 (4%) Threads/ 2819 (2%) Creators (L) NAIS - 2093 (3%) Threads/506 (1%) Creators (M/L) ASAE - 6088 (27%) Threads/1904 (9%) Creators (M) IAAPHQ - 9376 (47%) Threads/1693 (9%) Creators (S/M) ASOA - 3297 (117%) Threads/611 (22%) Creators (S) ACA Planners - 1834 (461%) Threads/135 (34%) Creators

66. 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 66 0.73 Postings P/P in Last Year 0.83 Postings P/P in Last Year Ratio of Members to Postings

67. 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 67 0.77 Postings P/P in Last Year 0.22 Postings P/P in Last Year

68. 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 68 0.77 Postings P/P in Last Year 1.60 Postings P/P in Last Year

69. 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) 69 0.31 Postings P/P in Last Year 1.84 Postings P/P in Last Year

70. 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 2008 70 1.13 Postings P/P in Last Year 0.56 Postings P/P in Last Year