A presentation I gave at the IABC Canada Western Regional "Dare to Lead" conference May 15, 2010

1. Socializing the association
May 15, 2010
by Doug Lacombe, MBA

4. • Member list/directory
• Event pricing
• Accreditation/credentials/logo use
• Resources, templates
• Newsletter/intranet
• Job listings
• Networking
• Business referrals
• Social/fun

5. • Quebec was the last jurisdiction in North America to force margarine producers to ensure that
their product could not be confused with butter — at least when it came to colour.
Read more: http://www.cbc.ca/consumer/story/2008/07/09/f-margarine.html#ixzz0o12s6rqy

6. • Possible reactions:
– The four Ps
• Price
• Product
• Place
• Promotion
– Regulatory/lobbying

9. • Social Media Adoption Curve
• collabora&on
• rela&onships
• par&cipa&on
• broadcast
• take
value
→
add
value
• observa&on
• educa&on
• 1-­‐way
→
2-­‐way
• social
media
experience
• November
2008

10. The social media BUMPP
• Brand
• Understand
• Monitor
• Policy
• Participate

15. • Database examples
• Dave Fleet’s guide
• General internal policy considerations “PAST RICE”:
– People
– Access
– Secrets
– Tone
– Real job
– Identity (voice)
– Consequences
– Existing policies
• Will need an external policy too (what is allowed on an IABC discussion
forum, for example)

16. Strategic framework

17. People
New
prac77oners:
•
Marke7ng
•
PR,
marcomm
•
Adver7sing
•
Internal
Objec7ves
Migrate
new
grads
from
student
membership
to
post-­‐grad
membership
to
full
membership
by
showing
value
Strategy
Provide
early
career
tools
as
“loss
leader”
such
as
templates
Technology
Build
a
“star7ng
your
comms
career
wiki”
and
pre-­‐populate
as
much
as
possible
with
IABC
branded
templates,
pitch
on
boNom,
encourage
upload
of
other
templates

18. Questions?
Doug Lacombe
doug@communicatto.com