Building Communities of Value - Using Social Communities to Add Value to Your Members
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My slides from the Memnet Membership Excellence Conference, 24th February 2012. Case study and overview of using community for membership bodies.
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Building Communities of Value - Using Social Communities to Add Value to Your Members
- 1. BrubakerHR Collaborative Insight BHR Gareth Jones Inmate
- 2. Using Social Communities To Add Value For Your Members
- 4. Challenges…
- 7. The route to new members is through non members
- 9. “Due to budget constraints, the light at the end of the tunnel will be switched off until further notice.” Anonymous
- 10. Remain Relevant!
- 11. Solution…
- 13. “If membership bodies didn’t exist, and we were creating them today, they would be formed as communities with a purpose.” Me! January 2012
- 14. “The new engagement strategy is seen as the fundamental driver in the shift from authoritative voice, institute/professional centre, to a community hub, an expertise centre, an enabler, a introducer/ facilitator of the connection of others. ” Xxxxx Xxxxx, CEO, xxxxx. March 2011
- 15. Engagement in numbers… 135,000 (Total Members) 20% (‘Active’ Members) equals 115,000 Missed Opportunities
- 16. Non members
- 17. Insight
- 20. Status…
- 21. Community in numbers… 6000 unique monthly visitors 8% - number of visitors who post once a month at least. Average visit duration 16.50 compared to 5.43 for the main site The top post in January generated 41 comments 1138 reads Of total visitors, 52% are new and 48% are repeat visitors 26% - number of members who visited the community.
- 26. INNOVATION Publishing Events FEEDBACK INSIGHT NPD MEMBERS LOYALTY COMMUNITY ADVOCACY Training Research TRUST OPENESS Membership COLLABORATION
- 27. Benefits to members… Facilitate networking between members and non members Provide a ‘virtual branch network’ to support the ‘offline’ branches Deliver personalised content through a managed ‘profile’. Integrate their membership with their other social activity. Support knowledge sharing and case management
- 28. Food for thought… The community is not just in the ‘community’ – increasing activity on social platforms Harness the power of conversation – ‘conversational SEO’ can act as a powerful search signpost Companies are using community as a source of innovation from customers. Members are customers too. “A person like me” – the new person to trust. Dramatic rise in peer to peer dynamic Community members spending 2.5 times the average online customer in some cases Social media shows the biggest increase as a trusted source of information.
- 29. Final thought…
- 30. “A ‘new and improved’ body will without doubt be a participative one – joining in the conversations, responding, contributing and generally interacting with members much more intimately and frequently than we do currently. ” Re engaging Membership Through Community. Gareth Jones. October 2011
- 31. You can’t be social on the outside, if you are not social on the inside… …the culture shift imperative
- 32. Thank you! Gareth Jones 07880 742581 @garelaos www.linkedin.com/in/garethmjones www.garethjones.me www.brubakerhr.com enquiries@brubakerhr.com