24th Annual HR Florida Leadership Conference January 7, 2017 · HR Florida Leadership Conference #hrfllead Rosen Shingle Creek- Orlando, FL Member Archetypes Thinking about our common

24th Annual HR FloridaLeadership Conference

January 7, 2017

HR Florida Leadership Conference

Rosen Shingle Creek- Orlando, FL

#hrflleadHR Florida Leadership ConferenceRosen Shingle Creek- Orlando, FL

Agenda

• Your Role

• Explaining the Value Proposition

•Recruiting and Renewing

•Measuring Progress

•Membership Types

• Ideas and best practice for boosting membership

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You are the Key…Importance of your role

•Know Your Membership

•Boost Membership

•Engage Membership

•Communicate with Membership

•Define, Organize, Plan, Process, Execute

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Know the Lingo• At-Large Member – member of SHRM that is not a member of a local

SHRM affiliate chapter

• Local Member Only (LMO) – member of local SHRM affiliate chapter but not of SHRM

• 100% Chapter – SHRM affiliate chapter comprised of only SHRM members

• Non-100% Chapter – SHRM affiliate chapter comprised of SHRM members and LMO’s

• Satellite Chapter – Extension of chapter which allows a small group of members to meet in either separate or combined meetings. This partnership may be used due when distance is a factor

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Explaining Value Proposition

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Recruiting people through multiple channelsAn example of daily life

8 pieces of mail

96 emails 10 phone calls

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Recruitment is an ongoing processKeep the trains running on time…and have a basic plan

• Find ways to collect prospective member names and e-mails• Ask non-member attendees to join with a follow-up e-mail after each event• Quarterly send a letter to prospects asking them to join• Twice a year call each lapsed member and event attendee asking them to

join

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Email Best Practices

Subject Line

• Urgent• 2-Day Membership Sale• Expires Friday - 3 Recert Credits

• Personalize (Include your readers’ first name)• Tracy, Your Membership Gift

• Use Actionable Words• Download I-9 How-To Guide• Register for Employee Conflict Chat

• Avoid SPAM Triggers: • Free, Cash, !!!, $, ALL CAP

Offer & Messaging• Short, Limited Time Offer

Short deadlines make people act quicker(1 day offer; 48 hour discount, registration ends tomorrow, etc)

• Clear Value Proposition: What is it that they will get? Recert credits, networking, big savings, free white paper, free webinar? Free lecture? Mentoring opportunities?

• Find different ways to explain ROI.For example, SHRM Membership is $199 a yearOr $16.58 a monthOr less than $54 cents a dayOr $3.82 a week

SPECIAL OFFER $15.00 Discount to Join SHRM

CODE 0018 8


Email Best Practices: Call to Action

Be Clear and Obvious: When you ask people to sign up for a networking event, which one is more likely to get more clicks?

Click Here

Submit Now

Register Today

Above the Fold: Place it in the top third of your email layout

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Email Best Practices

Ask Your Current Members What They Think!• Why did they join?• Why did they renew?• What do they really value from your membership?• What needs do they go elsewhere for?• Use their feedback for your pitch to new members and to

enhance your programming and engagement of current members

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Recruitment Schedule

#hrflleadHR Florida Leadership ConferenceRosen Shingle Creek- Orlando, FL 12

Renewal Schedule


Quick Membership Marketing Tips1. Make it easy! (KISS)

2. Personalize your e-mails and communications

3. Make new members feel welcome and included

4. Understand who your current members are and look for more of them as the easiest method to growing membership

5. Use multiple communication channels

6. Pretty doesn’t always work

7. Optimize your website

8. With marketing messages, use a clear call to action with a deadline

9. Focus on what matters to your members

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How We Will Measure Progress?

• Define a limited set of thoughtful objectives

• Set ambitious targets & define key quantitative results that will tell you if you’ve achieved your objective

• Track your progress

• Share objectives and performance among across the Board

Applying the (Objectives & Key Results) OKR framework helps accomplish meaningful goals and facilitate collaboration and achievement, both individually and as a chapter

Strategy

Objectives

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Measuring the Tactics

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Make the Numbers Count

• Examine & compare data from your database and vet against SHRM National

• Identify “different” types of members

• Create an outreach and targeted email campaign

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Measurement without Application is Useless

Gathering key information and data is the first step. The most important reason we gather information is to get smarter and apply key

learnings to programs in the future in an ongoing optimization process.

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Channel Metrics – E-mail

• Open Rate – People who view the e-mailHow to Impact: Subject lines, from lines

• Click Rate – People who engage within the e-mailHow to Impact: Links throughout, clear offer and call to action

• Conversion Rate – People who take desired actionHow to Impact: Special offer, sense of urgency,quality/value of product or service, targeted lists

Benchmark against yourself to improve over time

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Channel Metrics – Direct Mail

• Response Rates – People who take desired actionHow to Impact: Special offer, sense of urgency,quality/value of product or service, targeted lists

• Cost Per Conversion – Amount spent per responseHow to Impact: Testing of lists, design, and copy elements…optimizing over time


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Channel Metrics – Phone

• Contact Rates – People spoken to per hourHow to Impact: Maintaining accurate phone numbers, time of day called, quality of lists

• Conversion Rates – People who take desired actionHow to Impact: Special offers for people who act while on the line, updated scripts based on feedback

• Cost Per Conversion – Amount spent per responseHow to Impact: Optimizing the above to items over time should drive this amount down


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The Economics of Membership: Formulas

© 2016 Marketing General Incorporated. All rights reserved.

1. Response Rate = Total number of responses / Total number of prospects contacted X 100.

2. Cost to Obtain a Member = costs of acquisition / # of total members acquired.

3. Renewal Rate = (# of members today – new members over the past 12 months) / # of members 1 year ago today.

4. Average Tenure = 1 / lapse rate (i.e., if renewal = 80%, lapse = 20%)

5. Lifetime Value = (Avg. annual dues revenue + avg. annual non-dues revenue per member) * Avg. Tenure

6. Maximum Acquisition Cost = ((Avg. dues rev. + avg. non-dues rev.) – (Incremental annual servicing costs + avg. cost of goods sold)) * Avg. Tenure

7. Steady-State Analysis = Annual New Member Input / Lapse Rate

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What is your vision and strategy?

• We want to continue growing & always keep Super Mega Status!

• Why 1000+ Members?

• We attract more speakers/sponsors with a larger audience

• We have more negotiating power

• We get more resources

• We can provide more to members

Grow Intelligently

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• We want to focus on our members’ experience and drive all our efforts (whether directly or indirectly) towards membership

– Define our core member archetypes

– Develop different “paths” of programs and services for our core member archetypes

Enhance the

Member Experience

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Examples:

RESULTING INITIATIVE (example)

Deploy Member Ambassadors (face-to-face and also virtual)

RESULTING INITIATIVE (example)

Focus on member growth & retention

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Member ArchetypesThinking about our common member archetypes will help us segment our marketing efforts for more effective messaging

Non-

Member

This individual is interested in a specific topic and happened to find a program/activity that matched her interest; she may be certified

HR

Practitioner

/ Manager

This member is mid-career with 5+ yrs experience and is looking for programs to support current initiatives he is working on or to help position him for the next step in his career; he may be certified

Independent

HR Operator

This member works for a small to mid organization and runs the whole operation, often alone or with just one other staff member; she may be certified

New to the

Area

This experienced HR member just moved to the area and is looking for ways to connect with other HR professionals; she may be certified

New to the

Profession

This member is new to the HR profession and may have just graduated from college or a focused HR program, or just made a career transition

Executive

HR

This member is highly experienced and in an executive-level position with profit & loss responsibilities and defined business objectives; she may also be certified

What programs, activities and services can we package for each member archetype?


Ideas to boost membership

• Get in touch with lapsed members, offer them an incentive to come back and join the chapter

• Offer incentives to prospects – books, mugs, free meal at next meeting, discount on membership, etc.

• Allow visitors to your website an easy way to sign up for your e-newsletter, then offer them membership deals

• Partner with other local associations for meetings and/or memberships: ASTD, World at Work, Chamber of Commerce

• Encourage current members to bring a colleague for free to the next meeting

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Ideas to boost membership

• Promote a way to sign up for your e-newsletter or e-mail list on the front page of your website, then follow up with membership information and deals

• Create an HR tip sheet for small businesses in your area; post it with an online form to collect contact info, and then have your members share through social media so you get leads that you can follow up on

• List your upcoming events on a local newspaper/business website calendar

• Reach out to local universities and create relationships with the HR professors so they can help push membership to their students

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Best Practice: FL ChapterAdditional Marketing Ideas

• Board approved providing financial assistance to members whose companies did not provide SHRM membership – they would be expected to volunteer time to the chapter

• Elevated our programming offerings, and paying attention to the topics our members want Value-Added Membership

• Started Mastermind Groups

• Free LinkedIn training which included a head shot

• Half Day strategic business and HR seminar

• Supervisors Conference

• Increased our certification scholarships• Increase members that were SHRM members:

• Sent letters to At-large list for last three years – included an invite to attend a specific monthly meeting for free, a specialdiscount on annual dues, invites to other events such as a Chapter party at HR Florida conference

• Educated our membership on benefits and resources of SHRM membership by monthly presentations highlighting different aspects of SHRM membership, made it part of our “trade show” which precedes our monthly meeting and included engaging games and activities

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Best Practice: Northern VA SHRMGrow & Retain Members

• Nine Monthly Chapter Meetings

• Two Full-Day Academies (Legal & HR)

• Pinnacle Award-Winning Special Interest Groups (SIGs)

–Free for Members

• Pinnacle Award-Winning Mentoring Program

–Team with Dulles SHRM

–Free for Members

–14 Participants per year

• Day on the Hill

• Certification Study Groups

PROGRAMS & PROFESSIONAL DEVELOPMENT

How Do We Grow & Retain Our Members?- By offering more programs than most local chapters- Create Programs that Operate as Feeder Groups (Gateways to Membership)

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Best Practice: Northern VA SHRMGrow & Retain Members

• Professional leadership and volunteer opportunities

• Create Membership Surveys to get a pulse on satisfaction

• New Member Orientation Sessions

• Host Membership Drives & Happy Hours

• Utilize reporting to find new members, members that are

getting ready to expire and ones that have already expired

• Offer Free Membership & Programs for those in Transition

• Newsletter that contains legislative, programs and general chapter updates

• Offer a robust website that promotes the chapter

• Create Relationships with area Universities

MEMBERSHIP & COMMUNITY ENGAGEMENT

How Do We Engage With Our Membership & Community to Grow & Retain?

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SHRM Supports Chapter Growth

• Chapter Locator – leads are sent directly to your chapter president (and chapter management professional if you have one)

• Better Together brochure – sent to at-large members; available at conferences; will be a co-branded version available in the SHRM Affiliate Printing Portal

• SHRM Affiliate Printing Portal

• Volunteer Leader Resource Center – VLRC

• Marketing to at-large members through new member onboarding, Better Together brochure, New Member Orientation Webinar, SHRM.org and more

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Next Steps…What you can expect

• Ensure membership directors have access to best available resources

• Support and Develop Membership Chairs • Webinars one per quarter

• Your chapter’s value proposition

• Marketing Plans that Work

• Membership Engagement and Retention Strategies

• Analytics: Measuring Membership Success and tracking ROI

• Support chapters with increasing membership

• Statewide goal increase membership 3% in 2017


2017 SHRM Excel Awards

• 4 Award Levels (Bronze, Silver, Gold and Platinum)

• Due March 15, 2018

• At least one initiative must focus on membership (i.e. acquisition, engagement or retention) for each award level• What was your goal/objective?

• What did the chapter work towards/accomplish goal?

• What was the outcome/result?

• Pinnacle awards also selected from these categories

• Winners announced at SHRM Volunteer Leaders Summit in November


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HR Florida Leadership ConferenceRosen Shingle Creek- Orlando, FL #hrfllead

So…How Can HR Florida State Council Assist YOU?

Start with Me! Your HR Florida Membership Director

Contact Information:Olga I. Otero Brown, PHR, SHRM-CP

HR Florida Membership DirectorE-mail: [email protected]

Cell Phone: 561-308-8750Twitter: @HRgirl561

Documents

24th Annual HR Florida Leadership Conference January 7, 2017 · HR Florida Leadership Conference #hrfllead Rosen Shingle Creek- Orlando, FL Member Archetypes Thinking about our common