1. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, | WASHINGTON, DC
WEBCAST – MARCH 20, 2015
Jon Decoteau SHRM-SCP
Divisional Director
Super Mega Meetings
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2. What we want to do together…
Clarify why we are here and why is it different
90 second SHRM Update
Engage in a senior to senior level conversation with SHRM Marketing and MGI
Leverage that information, your experience and Design Thinking to build a plan focused on membership
These two session are interactive and intended to help you build/augment your 2016 plans.
So what are we going to discuss?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

3. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The 90 Second SHRM Update
So what are we going to discuss?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

4. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, | WASHINGTON, DC
WEBCAST – MARCH 20, 2015
Lisa Diener
Director, Marketing SHRM
Jason Gudenius
Senior Account Director Marketing General Inc.
Super Mega Chapters
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

5. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Presenters Today
Lisa Diener
Director, Marketing
SHRM
Jason Gudenius
Senior Account Director
Marketing General Inc. (MGI)
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

6. Super Mega Chapters are Unique
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

7. The Decision to Join: Why Join?
WIIFM
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

8. The Decision to Join: Value Proposition
“The message is that no company can succeed today by trying to be all things to all people. It must instead find the unique value it alone can deliver to a chosen market.”
Treacy and Wiersema, The Discipline of Market Leaders, page xiv
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

9. The Decision to Join: Research
Source: MGI 2015 Membership Marketing Benchmarking Report
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

10. The Decision to Join: A “Push” Product
What is a push product?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

11. Creating a Sense of Community
The top people reason for joining an association is professional networking.
What does this mean to you and how are you doing this?
What are the natural or planned cohorts that are forming (job function, titles, consultants/vendors, how do they naturally group themselves?) how do you leverage this and make evangelists?
Negative – good ol’ boys club, exclusive club, not a very welcoming group
How do you onboard new members to make the feel welcomed and get them involved?
Creating a sense of community
A top reason for people joining is professional networking.
This means things to different people
Personal connections still mean a lot (benchmarking results on welcome calls related to higher renewal rates)
Having a “good old boys” club feeling can be damaging, not allowing others to feel included
Realistically, members choose how to engage with the chapter
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

12. The Marketing Funnel and MGI Membership Lifecycle
Marketing takes time, its not always a 1-off transaction
There are no silver bullets
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

13. What has the most impact on marketing success?
Lists/Data
Offer
Creative
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

14. What is Working In Membership Marketing
DATA is the most important thing
Data can be tough to come by, pricing models and bulk, lists, selects, aggregate purchases
Tracking and adjustments/optimization
What level of tracking? Who uses promo codes, can even capture them?
Understand the demographics of your audience
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

15. What is Working In Membership Marketing
Multi-channel programs
Its all working together and its difficult to coordinate, easier to coordinate on a smaller scale (chapters have a potential strength here)
Speaking to frequency
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

16. What is Working In Membership Marketing
Opt-in has expanded possibilities
1 time use, opt-out – need to opt-in – Management of the data is what can be time consuming, but it has to be done for legal reasons.
Show example of information that needs to be contained
Working on a program to do things throughout the year and pilot procuring data.
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

17. What is Working In Membership Marketing
Prospects reading communication are likely to join
Separate session, setup s properly to get this done right. A vision for
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

18. What is Working In Membership Marketing
Discounts
Offers work.
Research reports
Collections of articles/ book chapters
Newsletters/subscriptions
Urgent and clear call to action – the deadline, using a code, the process
Emotional affinity – branded items serve a dual purpose – a product people actually want and use “buzz around ‘I didn’t get my’”
Fulfillment of any offer
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

19. What is Working In Membership Marketing
Messaging/Content
Newsletters/subscriptions
Urgent and clear call to action – the deadline, using a code, the process
Emotional affinity – branded items serve a dual purpose – a product people actually want and use “buzz around ‘I didn’t get my’”
Fulfillment of any offer
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

20. What is Working In Membership Marketing?
Have a budget – members are an investment!
Does everyone have a new member budget? What are your benchmarks on what you expect to spend to get a new member and trying to keep a member?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

21. What does not work for Membership
Mailed Brochures Postcards The shiny new object
Context of postcard vs. #10 success
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

22. What does not work for Membership
only programs
Single channel only is not the best approach
You need patience and testing
You need to know what emotional and substantive triggers are that you need
Renewal rate dropping story
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

23. Find what works and do it more efficiently
Bring package optimization/price reduction costs test examples
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

24. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
THANKS!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

25. SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, 2015 | WASHINGTON, DC
WEBCAST – MARCH 20, 2015
Peggy Hoffman, CAE
President, Mariner Management
Mapping the Prospects Join Decision: Building a Recruitment Strategy
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

26. CJM = Focusing on the member’s journey
tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship
talks about the user’s feelings, motivations and questions for each touchpoints - key interactions with the organization
provides a sense of the customer’s greater motivation ... what they wish to achieve, their expectations of the organization
Adapted from Paul Boag, All You Need To Know About Customer Journey Mapping
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

27. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Source: Smart Cities, A guide to using Customer Journey Mapping
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

28. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

29. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
If searching for an HR answer, what’s their journey? If we want to drop the bread crumbs, how do we intersect?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

30. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Interesting to know …
Gen Xers most frequently cite cost when not joining; looking for the ROI
Millennials lack of joining is largely a lack of awareness compounded by not being asked
3 top drivers for joining – quality of the research-based content, the ability to attend conference or event, and organization’s prestige – matter less to Generation X and Millennials
Source: Wiley Membership Survey,
Source Wiley Membership Survey 2014:
For every generation except Millennials, the peer-reviewed journal is the most highly valued benefit offered by societies and associations by some margin. Millennials, by contrast, overall ranked opportunities for continuing education at 32% preference and the peer review journal at 20% preference. Opportunities for continuing education and training rank a fairly distant second for Boomers and Gen X.
Beyond that, the things that most frequently drive individuals to join a society or association–the quality of the research-based content, the ability to attend the conference or event, and the prestige of the organization–matter less to members of Generation X and the Millennial Generation than they do to members of the Silent Generation and Baby Boomers.
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

31. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Who is the prospect? What is the prospect’s goal? What traditional & nontraditional marketing channels can we use?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

32. What’s your most successful recruitment story and why?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

33. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
If searching for an HR answer, what’s their journey? If we want to drop the bread crumbs, how do we intersect?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

34. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Before each step … what did the prospect do, where were they, who did they interact with? Right after each step … what will the prospect do and with whom do they connect? What are the steps in an HR professional’s decision to join?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

35. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
THANKS!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT