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Supercharge	
  Your	
  Member	
  
Referral	
  Program	
  With	
  Social	
  
               Media	
  
                           	
  
               Presented	
  by	
  
             Sheri	
  Jacobs,	
  CAE	
  
        President	
  +	
  Chief	
  Strategist	
  
          Avenue	
  M	
  Group,	
  LLC	
  
                           	
  
           December	
  16,	
  2010	
  
Supercharge your member referral program hl
Supercharge your member referral program hl
Friends
Friends


Teachers
Friends


Teachers   Experts
How	
  important	
  is	
  
social	
  media	
  to	
  a	
  
member	
  referral	
  
   program?	
  
Quick	
  Poll:	
  
How	
  do	
  most	
  members	
  first	
  learn	
  
about	
  your	
  organizaQon?	
  (select	
  one)	
  
•    Referral	
  from	
  a	
  colleague	
  or	
  friend	
  
•    Direct	
  mail	
  
•    Email	
  
•    PublicaQon	
  adverQsement	
  
•    OrganizaQon’s	
  website	
  
Quick	
  Poll:	
  
How	
  do	
  you	
  typically	
  spread	
  the	
  word	
  
about	
  something	
  new	
  or	
  interesQng?	
  
•    I	
  use	
  the	
  telephone	
  
•    I	
  share	
  news	
  when	
  I	
  see	
  someone	
  in-­‐person	
  
•    I	
  send	
  emails	
  
•    I	
  update	
  my	
  profile	
  on	
  Facebook	
  or	
  LinkedIn	
  
•    I	
  send	
  a	
  text	
  message	
  
•    None	
  of	
  the	
  above	
  
Quick	
  Poll:	
  
How	
  o[en	
  do	
  you	
  log	
  in	
  to	
  Facebook?	
  
•    More	
  than	
  once	
  a	
  day	
  
•    About	
  once	
  a	
  week	
  
•    About	
  once	
  a	
  month	
  
•    Less	
  than	
  once	
  a	
  month	
  
•    Never	
  
Consider	
  this…	
  
Facebook	
  tops	
  Google	
  for	
  weekly	
  traffic


                                       WHY?	
  


Source: Socialnomics by Erik Qualman
Facebook	
  tops	
  Google	
  for	
  weekly	
  traffic


                                       WHY?	
  


Source: Socialnomics by Erik Qualman
60	
  million	
  status	
  updates	
  daily
  “I had to be very persistent to download the
  Tech10 iPhone app. I hope it was worth it. Get it
  here”

                          “Curious now that the Association
                          Forum is charging to attend the Holiday
                          Showcase - how low the attendance will
                          be. #HSC2010”
Source: Socialnomics by Erik Qualman
GeneraQon	
  Y	
  +	
  Z	
  consider	
  email	
  passé	
  




Source: Socialnomics by Erik Qualman
Is	
  the	
  second	
  largest	
  search	
  engine	
  in	
  the	
  world	
  
Source: Socialnomics by Erik Qualman
While	
  I’m	
  giving	
  this	
  presentaQon,	
  100	
  hours	
  will	
  
                          be	
  uploaded	
  to	
  YouTube.	
  
Source: Socialnomics by Erik Qualman
25% of search results
for the world’s top
20 largest brands are
links to user-
generated content!!
25% of search results
for the world’s top
20 largest brands are
links to user-
generated content!!
34%	
  of	
  bloggers	
  
post	
  opinions	
  
about	
  brands	
  
(organizaQons	
  +	
  
their	
  products)	
  




      Source: Socialnomics by Erik Qualman
Source: Socialnomics by Erik Qualman
Source: Socialnomics by Erik Qualman
Source: Socialnomics by Erik Qualman
“We	
  don’t	
  have	
  a	
  choice	
  on	
  
   whether	
  we	
  DO	
  social	
  
   media,	
  the	
  quesQon	
  is	
  how	
  
   well	
  we	
  do	
  it.”	
  	
  
   ~	
  erik	
  qualman	
  
Source: Socialnomics.com
Step	
  1:	
  
Find	
  out	
  who	
  is	
  loyal	
  
         and	
  why.	
  
The	
  UlQmate	
  QuesQon	
  
1.  How	
  likely	
  are	
  you	
  to	
  recommend	
  
    membership	
  in	
  XYZ	
  AssociaQon?	
  	
  
    (Scale	
  1	
  –	
  10)	
  
    	
  
2.  What	
  would	
  XYZ	
  need	
  to	
  do	
  to	
  change	
  your	
  
    posiQon?	
  
    	
  
3.  What	
  is	
  your	
  age	
  group?	
  Gender?	
  Work	
  
    selng?	
  Etc.	
  
                                                  Source: Fred Reichhold,The Loyalty Effect



	
  
Step	
  2:	
  
 IdenQfy	
  and	
  create	
  
    your	
  referral	
  
incenQves	
  +	
  tacQcs.	
  
Moving	
  Members	
  to	
  AcQon:	
  
2010	
  Benchmarking	
  Study	
  on	
  Member	
  
Referral	
  Programs	
  
•  100+	
  AssociaQons	
  
	
   •  66%	
  Professional	
  socieQes	
  
          •  26%	
  Trade	
  associaQons	
  
          •  8%	
  Hybrid	
  of	
  both	
  
             	
  
•  61%	
  have	
  a	
  budget	
  of	
  less	
  than	
  
     $5M	
  
     	
  
•  81%	
  use	
  a	
  referral	
  program	
  
Key	
  Finding	
  #1:	
  
Tangible,	
  individual	
  rewards	
  
  are	
  the	
  most	
  commonly	
  
         used	
  incenQves.	
  
Key	
  Finding	
  #1:	
  
Tangible,	
  individual	
  rewards	
  
  are	
  the	
  most	
  commonly	
  
         used	
  incenQves.	
  
Moving	
  Members	
  to	
  AcQon:	
  Rewards	
  
Key	
  Finding	
  #2:	
  
The	
  most	
  effecQve	
  type	
  of	
  
 incenQve	
  is	
  an	
  “Exclusive	
  
  Club	
  for	
  Members	
  Who	
  
       Make	
  Referrals.”	
  
Key	
  Finding	
  #2:	
  
The	
  most	
  effecQve	
  type	
  of	
  
 incenQve	
  is	
  an	
  “Exclusive	
  
  Club	
  for	
  Members	
  Who	
  
       Make	
  Referrals.”	
  
Moving	
  Members	
  to	
  AcQon:	
  Exclusivity	
  




                                Chairman’s Club
Key	
  Finding	
  #3:	
  
AssociaQons	
  are	
  constantly	
  
reminding	
  members	
  about	
  
their	
  program	
  using	
  online	
  
         +	
  offline	
  tacQcs.	
  
Key	
  Finding	
  #3:	
  
AssociaQons	
  are	
  constantly	
  
reminding	
  members	
  about	
  
their	
  program	
  using	
  online	
  
         +	
  offline	
  tacQcs.	
  
Key	
  Finding	
  #3:	
  
AssociaQons	
  are	
  constantly	
  
reminding	
  members	
  about	
  
their	
  program	
  using	
  online	
  
         +	
  offline	
  tacQcs.	
  
Moving	
  Members	
  to	
  AcQon:	
  Online	
  
Moving	
  Members	
  to	
  AcQon:	
  Offline	
  
Key	
  Finding	
  #4:	
  
InvitaQons	
  to	
  live	
  events	
  +	
  
  loyalty	
  programs	
  were	
  
rated	
  as	
  the	
  most	
  effecQve	
  
                tacQcs.	
  
Key	
  Finding	
  #4:	
  
InvitaQons	
  to	
  live	
  events	
  +	
  
  loyalty	
  programs	
  were	
  
rated	
  as	
  the	
  most	
  effecQve	
  
                tacQcs.	
  
Moving	
  Members	
  to	
  AcQon:	
  
RecogniQon	
  +	
  rewards	
  are	
  important	
  
•  76%	
  published	
  names	
  in	
  an	
  
	
  
     electronic	
  publicaQon	
  
     	
  
•  30%	
  gave	
  an	
  incenQve	
  valued	
  
     between	
  $100	
  -­‐	
  $249	
  
     	
  
•  11%	
  gave	
  an	
  incenQve	
  valued	
  
     between	
  $250	
  -­‐	
  $500	
  
     	
  
•  59%	
  gave	
  members	
  gi[	
  cards	
  
Case	
  Study	
  –	
  ABA	
  Referral	
  Program	
  
Case	
  Study	
  –	
  ABA	
  Referral	
  Program	
  
Case	
  Study	
  –	
  ABA	
  Referral	
  Program	
  
Case	
  Study	
  –	
  ABA	
  Referral	
  Program	
  
Case	
  Study	
  –	
  ABA	
  Referral	
  Program	
  

 •  AcQve	
  members	
  received	
  four	
  trial	
  
    membership	
  gi[	
  cards.	
  
    	
  
 •  Asked	
  to	
  give	
  them	
  to	
  their	
  
    colleagues.	
  
    	
  
 •  1,700	
  new	
  members	
  joined.	
  
TCMS	
  changed	
  its	
  prospect	
  member	
  kit.




                 Or	
  visit	
  	
  
          www.welcometotcms.com	
  
Step	
  3:	
  
Launch,	
  track	
  and	
  
measure	
  success.	
  
11	
  Ideas	
  You	
  Can	
  Use	
  
Immediately	
  to	
  Jump-­‐Start	
  
  Your	
  Member	
  Referral	
  
           Program.	
  
1.	
  Tell	
  a	
  story	
  that	
  is	
  bigger	
  than	
  you.
2.	
  Ditch	
  the	
  single	
  voice
3.	
  Use	
  a	
  crowdsourcing	
  tool	
  -­‐	
  slinkset
4.	
  Use	
  social	
  sharing	
  to	
  spread	
  the	
  word
5.	
  I	
  Like	
  it!	
  Borrow	
  a	
  page	
  from	
  Facebook.
6.	
  Create	
  a	
  VIP	
  Program
	
  
•  Offer	
  meaningful	
  freebies.	
  
   	
  
•  Create	
  a	
  special	
  
   membership	
  tag.	
  
   	
  
•  Create	
  in-­‐person	
  events	
  
   that	
  will	
  generate	
  buzz	
  via	
  
   texQng,	
  facebook	
  posts	
  or	
  
   tweets.	
  
6.	
  Create	
  an	
  answer	
  box
7.	
  Create	
  an	
  answer	
  box
Member-­‐generated	
  content	
  increases	
  sales	
  
•  PETCO	
  ran	
  an	
  “Answer	
  This!”	
  contest.	
  
• 	
   Customers	
  were	
  awarded	
  for	
  answering	
  the	
  quesQon	
  first.	
  
 	
  
•  During	
  the	
  promoQon,	
  PETCO	
  saw:	
  
     •  358%	
  increase	
  in	
  answers	
  
     •  49%	
  increase	
  in	
  daily	
  quesQon	
  volume	
  
•  Those	
  who	
  visited	
  the	
  Answer	
  Den	
  had:	
  
     •  100%	
  more	
  orders	
  per	
  session	
  
     •  72%	
  higher	
  conversion	
  rate	
  
     •  28%	
  more	
  items	
  ordered	
  
8.	
  Let	
  members	
  see	
  progress


 Make	
  members	
  
 part	
  of	
  the	
  soluQon.	
  	
  
 	
  
 Share	
  the	
  results	
  –	
  
 good	
  or	
  bad.	
  
Engage	
  members	
  in	
  the	
  markeQng
1.  Ask	
  members	
  to	
  review	
  events	
  and	
  post	
  real	
  
    comments	
  –	
  good	
  +	
  bad	
  online	
  
2.  Invite	
  members	
  to	
  make	
  predicQons	
  about	
  
    the	
  future	
  –	
  and	
  share	
  it	
  
3.  Interview	
  members	
  	
  
4.  Highlight	
  member	
  achievements	
  
5.  Create	
  a	
  statement	
  from	
  the	
  community	
  
6.  Ask	
  members	
  to	
  contribute	
  op-­‐ed	
  pieces	
  
7.  Encourage	
  members	
  to	
  be	
  guest	
  columnists	
  
	
  
9.	
  Be	
  unscripted	
  and	
  authenQc

Use	
  candid	
  photos	
  and	
  unfiltered	
  comments.	
  
10.	
  Create	
  an	
  “Unofficial	
  Handbook”
11.	
  Turn	
  employees	
  into	
  brand	
  ambassadors

#1	
  thing	
  people	
  talk	
  about	
  is	
  amazing	
  service.	
  
People don t read ads.

      They read what
      interests them
       and sometimes
     that happens to
           be an ad.
The last 7 words
  spoken by all
failed companies
      are…
But we ve
always done
it that way.
Resources	
  
•  Socialnomics	
  by	
  Erik	
  Qualman	
  
•  The	
  Loyalty	
  Effect	
  by	
  Fred	
  Reichheld	
  
•  199	
  ideas:	
  Powerful	
  Marke>ng	
  Tac>cs	
  
    That	
  Sell	
  by	
  Sheri	
  Jacobs,	
  CAE	
  
	
  
Sheri	
  Jacobs,	
  CAE,	
  President	
  +	
  Chief	
  Strategist	
  
Avenue	
  M	
  Group,	
  LLC	
  
	
  
jacobs@avenuemgroup.com	
  
T.	
  	
  847.849.3396	
  

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Supercharge your member referral program hl

  • 1. Supercharge  Your  Member   Referral  Program  With  Social   Media     Presented  by   Sheri  Jacobs,  CAE   President  +  Chief  Strategist   Avenue  M  Group,  LLC     December  16,  2010  
  • 7. How  important  is   social  media  to  a   member  referral   program?  
  • 8. Quick  Poll:   How  do  most  members  first  learn   about  your  organizaQon?  (select  one)   •  Referral  from  a  colleague  or  friend   •  Direct  mail   •  Email   •  PublicaQon  adverQsement   •  OrganizaQon’s  website  
  • 9. Quick  Poll:   How  do  you  typically  spread  the  word   about  something  new  or  interesQng?   •  I  use  the  telephone   •  I  share  news  when  I  see  someone  in-­‐person   •  I  send  emails   •  I  update  my  profile  on  Facebook  or  LinkedIn   •  I  send  a  text  message   •  None  of  the  above  
  • 10. Quick  Poll:   How  o[en  do  you  log  in  to  Facebook?   •  More  than  once  a  day   •  About  once  a  week   •  About  once  a  month   •  Less  than  once  a  month   •  Never  
  • 12. Facebook  tops  Google  for  weekly  traffic WHY?   Source: Socialnomics by Erik Qualman
  • 13. Facebook  tops  Google  for  weekly  traffic WHY?   Source: Socialnomics by Erik Qualman
  • 14. 60  million  status  updates  daily “I had to be very persistent to download the Tech10 iPhone app. I hope it was worth it. Get it here” “Curious now that the Association Forum is charging to attend the Holiday Showcase - how low the attendance will be. #HSC2010” Source: Socialnomics by Erik Qualman
  • 15. GeneraQon  Y  +  Z  consider  email  passé   Source: Socialnomics by Erik Qualman
  • 16. Is  the  second  largest  search  engine  in  the  world   Source: Socialnomics by Erik Qualman
  • 17. While  I’m  giving  this  presentaQon,  100  hours  will   be  uploaded  to  YouTube.   Source: Socialnomics by Erik Qualman
  • 18. 25% of search results for the world’s top 20 largest brands are links to user- generated content!!
  • 19. 25% of search results for the world’s top 20 largest brands are links to user- generated content!!
  • 20. 34%  of  bloggers   post  opinions   about  brands   (organizaQons  +   their  products)   Source: Socialnomics by Erik Qualman
  • 21. Source: Socialnomics by Erik Qualman
  • 22. Source: Socialnomics by Erik Qualman
  • 23. Source: Socialnomics by Erik Qualman
  • 24. “We  don’t  have  a  choice  on   whether  we  DO  social   media,  the  quesQon  is  how   well  we  do  it.”     ~  erik  qualman   Source: Socialnomics.com
  • 25. Step  1:   Find  out  who  is  loyal   and  why.  
  • 26. The  UlQmate  QuesQon   1.  How  likely  are  you  to  recommend   membership  in  XYZ  AssociaQon?     (Scale  1  –  10)     2.  What  would  XYZ  need  to  do  to  change  your   posiQon?     3.  What  is  your  age  group?  Gender?  Work   selng?  Etc.   Source: Fred Reichhold,The Loyalty Effect  
  • 27. Step  2:   IdenQfy  and  create   your  referral   incenQves  +  tacQcs.  
  • 28. Moving  Members  to  AcQon:   2010  Benchmarking  Study  on  Member   Referral  Programs   •  100+  AssociaQons     •  66%  Professional  socieQes   •  26%  Trade  associaQons   •  8%  Hybrid  of  both     •  61%  have  a  budget  of  less  than   $5M     •  81%  use  a  referral  program  
  • 29. Key  Finding  #1:   Tangible,  individual  rewards   are  the  most  commonly   used  incenQves.  
  • 30. Key  Finding  #1:   Tangible,  individual  rewards   are  the  most  commonly   used  incenQves.  
  • 31. Moving  Members  to  AcQon:  Rewards  
  • 32. Key  Finding  #2:   The  most  effecQve  type  of   incenQve  is  an  “Exclusive   Club  for  Members  Who   Make  Referrals.”  
  • 33. Key  Finding  #2:   The  most  effecQve  type  of   incenQve  is  an  “Exclusive   Club  for  Members  Who   Make  Referrals.”  
  • 34. Moving  Members  to  AcQon:  Exclusivity   Chairman’s Club
  • 35. Key  Finding  #3:   AssociaQons  are  constantly   reminding  members  about   their  program  using  online   +  offline  tacQcs.  
  • 36. Key  Finding  #3:   AssociaQons  are  constantly   reminding  members  about   their  program  using  online   +  offline  tacQcs.  
  • 37. Key  Finding  #3:   AssociaQons  are  constantly   reminding  members  about   their  program  using  online   +  offline  tacQcs.  
  • 38. Moving  Members  to  AcQon:  Online  
  • 39. Moving  Members  to  AcQon:  Offline  
  • 40. Key  Finding  #4:   InvitaQons  to  live  events  +   loyalty  programs  were   rated  as  the  most  effecQve   tacQcs.  
  • 41. Key  Finding  #4:   InvitaQons  to  live  events  +   loyalty  programs  were   rated  as  the  most  effecQve   tacQcs.  
  • 42. Moving  Members  to  AcQon:   RecogniQon  +  rewards  are  important   •  76%  published  names  in  an     electronic  publicaQon     •  30%  gave  an  incenQve  valued   between  $100  -­‐  $249     •  11%  gave  an  incenQve  valued   between  $250  -­‐  $500     •  59%  gave  members  gi[  cards  
  • 43. Case  Study  –  ABA  Referral  Program  
  • 44. Case  Study  –  ABA  Referral  Program  
  • 45. Case  Study  –  ABA  Referral  Program  
  • 46. Case  Study  –  ABA  Referral  Program  
  • 47. Case  Study  –  ABA  Referral  Program   •  AcQve  members  received  four  trial   membership  gi[  cards.     •  Asked  to  give  them  to  their   colleagues.     •  1,700  new  members  joined.  
  • 48. TCMS  changed  its  prospect  member  kit. Or  visit     www.welcometotcms.com  
  • 49. Step  3:   Launch,  track  and   measure  success.  
  • 50. 11  Ideas  You  Can  Use   Immediately  to  Jump-­‐Start   Your  Member  Referral   Program.  
  • 51. 1.  Tell  a  story  that  is  bigger  than  you.
  • 52. 2.  Ditch  the  single  voice
  • 53. 3.  Use  a  crowdsourcing  tool  -­‐  slinkset
  • 54. 4.  Use  social  sharing  to  spread  the  word
  • 55. 5.  I  Like  it!  Borrow  a  page  from  Facebook.
  • 56. 6.  Create  a  VIP  Program   •  Offer  meaningful  freebies.     •  Create  a  special   membership  tag.     •  Create  in-­‐person  events   that  will  generate  buzz  via   texQng,  facebook  posts  or   tweets.  
  • 57. 6.  Create  an  answer  box
  • 58. 7.  Create  an  answer  box Member-­‐generated  content  increases  sales   •  PETCO  ran  an  “Answer  This!”  contest.   •    Customers  were  awarded  for  answering  the  quesQon  first.     •  During  the  promoQon,  PETCO  saw:   •  358%  increase  in  answers   •  49%  increase  in  daily  quesQon  volume   •  Those  who  visited  the  Answer  Den  had:   •  100%  more  orders  per  session   •  72%  higher  conversion  rate   •  28%  more  items  ordered  
  • 59. 8.  Let  members  see  progress Make  members   part  of  the  soluQon.       Share  the  results  –   good  or  bad.  
  • 60. Engage  members  in  the  markeQng 1.  Ask  members  to  review  events  and  post  real   comments  –  good  +  bad  online   2.  Invite  members  to  make  predicQons  about   the  future  –  and  share  it   3.  Interview  members     4.  Highlight  member  achievements   5.  Create  a  statement  from  the  community   6.  Ask  members  to  contribute  op-­‐ed  pieces   7.  Encourage  members  to  be  guest  columnists    
  • 61. 9.  Be  unscripted  and  authenQc Use  candid  photos  and  unfiltered  comments.  
  • 62. 10.  Create  an  “Unofficial  Handbook”
  • 63. 11.  Turn  employees  into  brand  ambassadors #1  thing  people  talk  about  is  amazing  service.  
  • 64. People don t read ads. They read what interests them and sometimes that happens to be an ad.
  • 65. The last 7 words spoken by all failed companies are…
  • 66. But we ve always done it that way.
  • 67. Resources   •  Socialnomics  by  Erik  Qualman   •  The  Loyalty  Effect  by  Fred  Reichheld   •  199  ideas:  Powerful  Marke>ng  Tac>cs   That  Sell  by  Sheri  Jacobs,  CAE     Sheri  Jacobs,  CAE,  President  +  Chief  Strategist   Avenue  M  Group,  LLC     jacobs@avenuemgroup.com   T.    847.849.3396