AAMSE Presentations

1. How
to
Communicate
Value
to
Your
Membership
Branding
in
the
Age
of
Technology
Presented
by:
Sheri
Jacobs,
CAE,
Avenue
M
Group,
LLC
AAMSE
Annual
Conference
SeaGle,
WA
July
22,
2010
TwiGer:
@chicagogirl27

2. What
does
branding
mean
to
you?
Nike
Avis
Aflac
2

3. Branding
used
to
mean
the
creaSve
part
Snap.
Crackle.
Pop.
3

4. Today,
branding
is…
Thank
you
for
great
service!
The
XYZ
are
perfect.
But
more
importantly
the
service
was
fabulous.
I
will
be
back
to
buy
again!
Wow,
I'm
speechless.
I
cannot
believe
how
The
upgraded
awesome
ABC
is.
complimentary
ABC,
you
have
just
shipping...an
amazing
made
a
life-­‐Sme
gesture
of
customer
customer!
service
in
a
tough
economy.
Bravo
to
ABC.
Thanks!
4

5. CommunicaSng
Value
In
The
Digital
Age
Must
Have:
A
Story.
People
to
tell
it.
PaSence,
skill
+
investment.
5

6. To
Make
a
Great
Story.
Make
it
human.
6

7. EvoluSon
of
Brand
Building
Old
New
Messages
ConversaSons
StaSc
Dynamic
Saying
Doing
Look
&
Feel
Experience
Touch
Points
AuthenScity
Audience
Engagements
About
TransacSons
About
RelaSonships
7

8. Nike
Helps
You
Be
Victorious
Air
Running
Jordan
Clubs
Nike
Town
RevoluSon
Bo
LeBron
TV
Spot
James
Knows
Just
Nike
The
do
it
Swoosh
Nike
+
The
Human
Race
Brand
Molecule:
The
Brand
Innova2on
Manifesto
by
John
Grant
8

9. Southwest
Saves
You
Money
Low
You
are
cost
free
to
airlines
Bags
roam.
Fly
Free
Grab
It’s
On!
Rapid
Your
Rewards
Bag
Southwest
Airlines
Ding
Need
to
get
Click
‘n
away?
Save
Brand
Molecule:
The
Brand
Innova2on
Manifesto
by
John
Grant
9

10. AssociaSon
Forum
–
Rethinking
the
way
it’s
done
Viral
Bobble
Video
–
head
thru
the
campaign
really
ages
so?
The
Is
what
Power
of
you
Buzz
know
AssociaSon
Forum
I
Am
EducaSon
Forum
gin
cards
WIIFM
10

11. To
get
people
to
tell
it...
Connect
online.
11

12. Facts
about
online
behavior
+
brands
4
out
of
5
Online
Adults
Now
ParScipate
in
a
Social
Network
12

13. 97%
searched
for
a
brand
online
13

14. 77%
watched
an
ad
on
YouTube
14

15. 40%
have
friended
a
brand
on
facebook
15

16. 65%
say
a
digital
experience
changed
their
opinion
of
a
brand
16

17. 97%
say
the
experience
influenced
their
decision
to
buy
Membership
Books
EducaSon
17

18. 67%
have
read
a
corporate
blog
18

19. 73%
posted
a
review
on
Amazon,
TwiGer
19

20. 26%
follow
a
brand
on
TwiGer
20

21. TradiSonal
Branding
21

22. Social Influence Communications

23. “Your
brand
is
what
Google
says
it
is,
not
what
you
say
it
is.”
Chris
Anderson,
Wired
Magazine
23

24. “Your
brand
is
what
your
members
say
it
is,
not
what
you
say
it
is.”
Sheri
Jacobs,
CAE,
Avenue
M
Group,
LLC
24

25. To
make
everything
happen
PaSence.
Skill.
Investment
25

26. 20
Ideas
to
Energize
Your
Membership
Efforts
26

27. 20
Ideas
to
Energize
Your
Base
Tip
#1:
Create
a
mantra
–
use
it
as
a
filter
27

28. 20
Ideas
to
Energize
Your
Base
Tip
#2
Make
messages
portable.
28

29. 20
Ideas
to
Energize
Your
Base
What
doesn’t
work:
Xyz
is
the
pre-­‐eminent
organizaSon
of
xxx
advancing
the….
What
does
work:
Physician
Driven
–
PaSent
Focused
Safe
PracSce,
Safe
Care
29

30. 20
Ideas
to
Energize
Your
Base
Tip
#3
Give
a
reason
why.
Your
communicaSons
should
answer
the
quesSon
on
the
minds
of
buyers.
What
are
those
quesSons?
30

31. 20
Ideas
to
Energize
Your
Base
Tip
#4
Sheri
Show
a
Avenue M
employee
personality
Use
real
photos,
real
stories
+
real
people.
31

32. 20
Ideas
to
Energize
Your
Base
Tip
#5
Be
available.
Responding
promptly
to
posts
(good
and
bad)
on
social
media
is
as
reflecSve
of
your
customer
service
as
answering
a
phone
call
or
email.
Sharing
is
as
important
a
community
acSvity
as
commenSng.
32

33. 20
Ideas
to
Energize
Your
Base
Tip
#6
Think
long-­‐term
pay-­‐off
33

34. 20
Ideas
to
Energize
Your
Base
Tip
#7
Listen
and
share.
“This
session
was
worth
geyng
up
at
5:00
a.m.
and
driving
3
hours
to
aGend!”
34

35. 20
Ideas
to
Energize
Your
Base
Tip
#8
Use
well-­‐known
brands
to
give
you
credibility.
35

36. 20
Ideas
to
Energize
Your
Base
Tip
#9
Offer
V.I.P.
status
Who
are
your
VIPs?
What
can
you
give
them?
Create
benefits
for
your
VIPs
36

37. 20
Ideas
to
Energize
Your
Base
Tip
#10
Offer
a
365-­‐day
return
policy
37

38. 20
Ideas
to
Energize
Your
Base
Tip
#11
Have
a
sense
of
humor
–
stand
out
38

39. 20
Ideas
to
Energize
Your
Base
Tip
#12
Promote
the
brand
not
the
locaSon
39

40. 20
Ideas
to
Energize
Your
Base
Tip
#13
It’s
not
about
you.
Post
good,
helpful
informaSon
from
other
sources,
don’t
just
be
self-­‐promoSonal.
40

41. 20
Ideas
to
Energize
Your
Base
Tip
#14
Use
member-­‐generated
content
Members
read
and
share
what
others
have
to
say.
41

42. 20
Ideas
to
Energize
Your
Base
Tip
#15
Use
crowd-­‐sourcing
tools
to
solicit
feedback
and
rank
ideas.
42

43. 20
Ideas
to
Energize
Your
Base
Tip
#16
Feed
and
grow
your
social
media
efforts.
It's
not
a
one-­‐Sme
campaign
or
project.
Dedicate
Sme
and
staff
to
keep
it
strong.
43

44. 20
Ideas
to
Energize
Your
Base
Tip
#17:
Make
it
easy
to
share
ideas
44

45. 20
Ideas
to
Energize
Your
Base
Tip
#18
Ditch
the
single
voice
Vs.
45

46. 20
Ideas
to
Energize
Your
Base
Tip
#19
Highlight
special
interest
or
quirky
items.
Encourage
other
staff
and
leaders
to
contribute;
highlight
various
segments
of
your
membership
and
build
connecSons
(access)
to
interesSng
and
insigh{ul
leaders.
46

47. 20
Ideas
to
Energize
Your
Base
Tip
#20
Build
your
brand
around
the
four
reasons
people
share.
1. Self
Interest
–
They
will
benefit.
2. Altruism
–
Sharing
makes
them
feel
good.
3. ValidaSon
–
Sharing
makes
them
feel
important
4. Affinity
–
Sharing
connects
them
to
their
community
47

48. The last 7 words
spoken by all
failed companies
are…

49. But we’ve
always done
it that way.

50. “To
dare
is
to
lose
one’s
fooSng
momentarily.
To
not
dare
is
to
lose
oneself.”
~
Soren
Kierkegaard
50

51. Do
you
sSll
have
quesSons?
Contact
me.
Sheri
Jacobs,
CAE
President
+
Chief
Strategist
Avenue
M
Group,
LLC
jacobs@avenuemgroup.com
51