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Boost Your Membership!
Identify Your Ideal Clients and Engage Them to Maintain and Boost Your Membership
Agenda
• Welcome and Introductions – Francis Liska
• 2014 Pulse Report Key Findings – Meagan Rockett
• Identifying Your Ideal Member & Boosting Engagement – Pat den Boer
• Using Social Media to Reach Your Members – Robert Fraser
• Q & A
2014 Pulse Report Key Findings
Membership growth, higher visibility in industry or field, and increased member participation - top priorities for respondents
2014 Pulse Report Key Findings
For the third consecutive year, member relationship priorities have focused on member retention
2014 Pulse Report Key Findings
• Word of Mouth - 76.8% • Website - 70.4% • Conference Attendance - 34.4%
2014 Pulse Report Key Findings
• 31.3% have a marketing plan in place • 25.2% are working it (2014)• 43.5% are either developing a
plan in 2015 or have not done anything about this.
2014 Pulse Report Key Findings
• 30.3% have indicated market penetration rates of 50% or less; • 21.7% said they have don’t know
what their market penetration is
2014 Pulse Report Key Findings
What can you do?
• Perfect Customer• Be Strategic• Segment Your Marketing• Vary efforts
2014 Pulse Report Key Findings
Only 6.1% of respondents indicated that over 50% of members are engaging with them through social media
2014 Pulse Report Key Findings
• Building general/public awareness• Engagement/attendance at
events • News dissemination/starting
discussions
2014 Pulse Report Key Findings
The largest share of social media staffing was in the range of five to nine hours per week or less.
2014 Pulse Report Key Findings
52.8% think their social media programming is somewhat successful, but more could be done with strategic planning
2014 Pulse Report Key Findings
• What can you do?• Devote more time• Be Strategic• Don’t just promote; inform!
Operations staffed,
organized and
engaged to deliver on
the promise?
How much do you
know about what
members think?
What competes for
members’ attention?
What gap do you fill for members?
Identifying Your Ideal Clientwith the “why”
Measure member satisfaction, don’t just track numbers:
• What members care about
• Why do they show up / or not
• What keeps them up at night
• What would put you in the top 3
• What can only you provide
Identifying Your Ideal Client
• Be the go-to source for unique information
• Make it relevant (segment your members)
• Make it personal
• Celebrate member achievements & share stories
Identifying Your Ideal Client
Sharpen Engagement Culture
• Staff engagement
• Board and committee engagement
• Target member communication
Identifying Your Ideal Client
Organizational Engagement = Member Engagement
A small increase in engagement can increase member growth by as much as 25%
Identifying Your Ideal Client
Contribute more:
• Find purpose in work
• Increased focus on the member or client
This means team:
• Works smarter
• Produces better
• Grows members
Identifying Your Ideal Client
• Know members’ communication preferences
• Make follow-up part of your culture
• Never take for granted member input
• Make them proud!
Identifying Your Ideal Client
• Establish clear messages about why your organization matters
• You can never over-communicate #2!
• Customize the message in member termsIdentify key people to be ambassadors
• Make it easy for members to reach you
M Identifying Your Ideal Client embr Communication
Measurement comes first
and last
Track trends, and build into
communications
Make a plan, no matter how
simple
Scale plan to operational
capacity
Make it a must-read
Make them proud
Don't let them guess what you’re
up to!
Identifying Your Ideal Client
• Widespread consumer adoption of Social Media is hard to ignore.• Consumers, both young and old are changing their
expectations of how they interact with businesses.• Businesses are flocking to Social Media with just
about every B2C, NFPs/Charities and even B2B down to your local Orthodontist and Lawyer following closely behind.
Using Social Media to Reach Your Members
Using Social Media to Reach Your Members
• As of January 2014, 74% of online adults use social networking sites.• 93% of online research starts with a search engine,
and 68% of consumers check out companies on social networking sites before buying. (Brandpoint)
• Baby Boomers are connecting on social sites at a rate 20 times faster than the younger generations, with 28% indicating they use the sites regularly. (Accenture)
Using Social Media to Reach Your Members
• Because this is where your ideal client is.• Social Media is where the “Word of Mouth” has gone.
Your ideal customer is sharing their experiences, goals, concerns with friends and connections.• It is important that we are “there” – not to sell/recruit –
but to share out experience, goals, concerns with those who are interested.
Using Social Media to Reach Your Members
• Social Media is like getting a free puppy. It doesn’t cost anything at all to start and it looks like fun – until it chews the carpet, poops all over the backyard, cost a fortune at the vets and you need to spend hours per day walking it.
Using Social Media to Reach Your Members
• Lured by Social Media hype, many jump right into the fray without fully thinking through what they’re doing and why they’re doing it. In other words, the “fire, ready, aim” approach to Social Media is not uncommon.
• At best, that approach can result in failing to fully capitalize on the benefits of Social Media. At worst, it can be a public relations and customer relationship nightmare.
Using Social Media to Reach Your Members
• Top Down Support• Analyze current Marketing/Online strategy: What’s Working/What’s
Not• Website, SEO, Print, email• Identify your audience and the value you are providing• Research your audience. Create target customer “personas”.
Using Social Media to Reach Your Members
• Define a Social Media Plan/Strategy:• What are you looking to get out of Social Media – direct sales, better
visibility, buzz, customer service improvements, leads, brand evangelists• Clear goals avoid: Wasted time, effort, backlash, fatigue, and missed
opportunities• Goals can be simple – Graco – reach 1M parents online
Using Social Media to Reach Your Members
• Create a Tactical Plan from your Strategy.• What you are going to do and when – be specific, be SMART.• Specific, Measureable, Attainable, Relevant, Timely • Which Social Media?, eBooks/White Papers, Video, Podcasts, Blogs.
• Coordinate your website with Social Media and traditional marketing. • Engage your followers. Listen. Share your goals and vision. Be part of
the conversation.
Using Social Media to Reach Your Members
• Don’t Sell. Create a relationship with your customer.• Social Media is a long game. It takes time and patience.• Measure/Monitor the value. What's working/not working
Using Social Media to Reach Your Members
• Social Media Research, Quality Content, Time, Engagement, Resources, Expertise• Be willing to lose control, but gain a voice• Be Human• Create an consistent look and feel to your Website, Facebook, Twitter
etc.• Provide followers with insight, sneak peeks, support and a good laugh
etc. – make it worth their while • Listen, Ask Questions, Reply, Engage
Using Social Media to Reach Your Members
• Research• Take the time to properly research your target client/customer• You want to understand:• Who they are• Where they “hang-out” on the internet. This includes Social Media sites,
websites, search engines etc.• What their issues/problems or “pain-points” are
• The better you understand your audience, the more valuable your interactions will be.
Using Social Media to Reach Your Members
• Client Personas• Semi-fictional representations of your ideal client based on real data and
some select educated speculation about customer demographics, behavior patterns, motivations, and goals.• It is not: Target Markets, Job Titles/roles, Specific real people.• It’s: Common behaviour patterns, Shared Pain Points, Goals, wishes, dreams,
demographic (age, education, title) and biographic information• Personas help identify where your best clients spend time on the Internet – so
you can be there too.• If you know what your personas are trying to achieve, you can create things to
help them reach their goals and overcome their challenges.• Personas help you create the right content to reach the right audience.
Using Social Media to Reach Your Members
• Client Personas• Focus on motives behind behaviors: pay attention to
not just what someone is doing, but why they’re doing it.• Choose one primary persona; all other personas are
secondary• Keep personas fictional, but still realistic. No one has a
one-size fits all customer; don’t define your persona by describing just one real person.• Tell your persona’s story. Don’t just list facts about
them; weave those facts into a detailed representation of who this persona is as a person.
Using Social Media to Reach Your Members
• Quality content• Content is your online currency. Value it. • Take the time and energy to create great content that intrigues, excites, and
interests your audience. • Bring those taking the time to read your posts to where your business is – your
goals, your successes, even your failures.• Point them to interesting articles discussing the industry you’re in.• Provide followers with insight, sneak peeks, support and a good laugh etc. –
make it worth their while• Highlight newsworthy events and how it affects your industry/association.• Include pictures and videos that highlight your mission and your good works. • Pull, not Push
Using Social Media to Reach Your Members
• Time• Social Media is a long game. It takes time and patience.• Unless you have a boatload of money to saturate the airwaves, you will have
small temporary wins.• Social Media Marketing is about building lasting relationships.
• Resources• You need to spend the time and possible $.• Create an consistent look and feel to your Website, Facebook, Twitter etc.
Using Social Media to Reach Your Members
• Engagement• It’s a Dialogue, not Monologue.• Don’t Sell. Create a relationship with your customer.• If appropriate, encourage your followers to submit their photos/videos – get
them involved.• Be Human• Be willing to lose control, but gain a voice
• Expertise• Bring in help when you need it. • Mentoring, Training, back-end resources, Analytics, Inbound Marketing
Contacting Our Expert Panel
Meagan Rockett - 613-288-4517 [email protected]
Pat Den Boer - 613-727-1230 ext. 210 [email protected]
Robert Fraser - 613-454-8138 [email protected]
Francis Liska - 613-727-1230 ext. 213 [email protected]