Presentation on theme: "Help! I’ve launched and don’t know what to do next. Shannon Johnson Membership Marketing Manager AANAC December 2, 2013."— Presentation transcript:
Help! I’ve launched and don’t know what to do next. Shannon Johnson Membership Marketing Manager AANAC December 2, 2013
About Me Background: marketing, economics, membership, fundraising I member engagement and the member experience Accidental community manager – ack! If I wasn’t here today (or at work) I would be… decorating the Christmas tree, skiing, or playing a board game. 3 My dog, Derbie, with a sock monkey, not a real monkey.
4 Why are you here ?
Objectives Learn how or expand your current efforts to: Have a successful pre- and post-launch plan Promote the community and drive members there Get members engaged right from the beginning Create opportunities for future engagement And maybe even to: Be inspired Meet a new friend Have fun 5
My challenges… Older demographic of members Not tech-savvy Group workstations and outdated computers Privacy of residents and facility practices Providing accurate information and answers to technical questions Misconception the community is another Facebook Making the community an exciting place to be because their profession is a bit dry What is your biggest challenge? 6
Preparing to launch and post-launch planning Identify the need and survey your members Goals for year one—and maybe year two Who are your key players Put together a calendar for launch/operations as well as communications Beta test before launching Remember to always be flexible; let the community evolve organically 7
by telling them what to expect, meeting their needs, and making it easy to find and use. Remember the marketing mix? Drive members to your community… 8 Quick ideas: Auto-subscribe Highlight as added benefit PS messages in all s New member guide New member welcome series during their first year Renewal notices On the phone with members RSS feed on your website Icons in your signature Webinar (new groups and current members)
Help them get started “Getting Started” guide “Getting Started” Create task-driven “How-To” videos“How-To” videos Live monthly training webinars WalkMe software Help Desk at your annual conference/meeting Use the ads feature in the digest to create your own tips 9
…but don’t forget to make it fun, too! The community is a place for serious business… 10
Keep it lively! Photographer at your annual conference for member photos Ribbons for volunteers, board, staff Don’t be afraid to deviate from your plan – what do your members want? Ask them! Spice it up – change the look every so often Home screen widgets that cater to them 11
Serious suggestions: Paid moderators/experts Networking opportunities Mentoring opportunities RSS feeds cross-pollinating your website Highlight posts in your newsletter RSS feeds on the community page Fun ideas: Engagement ribbons Contests Awards for participating Birthday party Most-active members list 12
Drive new traffic and engagement to your community Conference/meeting communities Private to attendees Place to store handouts Customizable template with conference logo Connect with other attendees and speakers before the event Post-webinar discussion chats Expanded opportunity to ask questions Added benefit for paying attendees Topic chats Hot topics of interest that don’t warrant a webinar hosted on your community in a 60-minute, expert-led discussion group 14
Use the community to your advantage Need content or new benefits? Look within! Find potential speakers, writers, volunteers, etc. Announcements and limited promotions Advertising sales Lead generation Track metrics—what is important to your association? Unique posts, percent of members involved, number of documents added/downloaded… what would you add? 16
Tasks for you Star your most favorite idea Give yourself a HUG for taking on the role of Community Manager Make a calendar and schedule reachable goals Raise your hand—did I leave out a great idea? Share it with the group! 17