1. 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

2. Engaging in a big, big world
Currently there are 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!

3. 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

4. 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

5. 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

6. Member Website vs. Brochure Website

8. WSAE

10. 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…

11. 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

12. 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 address of the person it is being forwarded to is being recorded).

13. Viewing Engagement

17. Engagement Recognition
Digital Ribbons
Social Badging
Other types of traditional recognition?

19. Professional Profile
Member Brand
Industry Recognition
= Career Advancement

21. 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…

25. 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

26. Ranking of Chapters
Create a Competition
Chapter Awards Program

27. 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

28. Mentoring: Career Engagment

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

32. 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 (
58 million* total US smartphones. 160 MM by 2013
BlackBerry (41%)**
iPhone (28%)
Source: ComScore, ,
More than half of iPhone users are above age 35:
age 35-54: 36%
age 55+: 17%
Source:
3 billion apps downloaded from iPhone App Store in just 18 months (1 billion is last 3 months)
Source:

33. 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

34. Social Everything Print Magazine FAQs Press Releases
Legislative Alerts

35. Wiki Glossary

36. Contact Info
Andy Steggles
COO & Social Strategist
Higher Logic, LLC