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• Acquisition, renewal rates/loyalty – delivering value to members
[“Networking” highest rated by The Centre for Association Leadership research]
• Modernisation – tech & digital transformation
• Attracting the next generation – idealism, belonging
• GDPR/privacy compliance
• Engagement with members, branches, SIGs, committees etc. [“When
defining engagement, associations need to look past transactional data.” ASAE]
CHALLENGES](https://image.slidesharecdn.com/guildmemcomseminarashleyfriedlein-181002125309/75/Revamp-the-way-you-network-with-your-members-online-Guild-Memcom-seminar-3-2048.jpg)
![16
• Literally tap into the collective experience of peers
• Feel/tone (instant, informal) more supportive, engaging, more
diverse/inclusive, “flattens hierarchies (junior and senior more
likely to mix)” [Journal of Information Technology Education]
• Fits with emerging agile/fluid ways of working
• Especially valued by professionals who are out and about in their
jobs
MOBILE MESSAGING BENEFITS](https://image.slidesharecdn.com/guildmemcomseminarashleyfriedlein-181002125309/75/Revamp-the-way-you-network-with-your-members-online-Guild-Memcom-seminar-16-2048.jpg)
Uploaded byAshley Friedlein
Revamp the way you network with your members online: Guild Memcom seminar
The document discusses the challenges faced by membership organizations in engaging and retaining members through modernized communication methods and digital transformation. It highlights the shift towards mobile messaging apps and the importance of creating supportive and inclusive online environments for networking, while also addressing compliance with privacy regulations. The proposed solution is a platform named Guild, which offers privacy, professional support, and tailored communication tools to enhance member interaction.
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Revamp the way you network with your members online: Guild Memcom seminar
- 1. Revamp the wayyou network with your members online
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- 3. 3 • Acquisition, renewalrates/loyalty – delivering value to members [“Networking” highest rated by The Centre for Association Leadership research] • Modernisation – tech & digital transformation • Attracting the next generation – idealism, belonging • GDPR/privacy compliance • Engagement with members, branches, SIGs, committees etc. [“When defining engagement, associations need to look past transactional data.” ASAE] CHALLENGES
- 4. By number ofmembers 0 – 10,000 5 orgs 10,000 – 40,000 12 orgs 40,000 + 6 orgs INTERVIEWED 33 MEMBERSHIP ORGS Typical roles • CE/Deputy CE/COO x 4 • Director of Membership, Head of Membership, Business Development Director Other examples: Head of Professional Recognition and Progression, Head of Membership Engagement, Member Communities Manager
- 5. 5 • Fine forsimple circulation of documents to a small group • Not being read • No social/emotional engagement • No profiles • Clunky to manage larger group emails/lists • Mostly one-way / broadcast • Email is the new ‘send it in writing’ medium EMAIL
- 6. 6 • Some examplesof active groups • Too noisy - new emphasis on advertising (sponsored InMail, sponsored stories, job ads etc) • Reducing features for managing groups • Dwindling engagement • “LinkedIn is becoming more like Facebook” LINKEDIN
- 7. 7 • Some successesbut equally some ‘disastrous’ • Reducing engagement/usage due largely to rise of mobile (and to some degree social media) ONLINE FORUMS
- 8. 8 • Slack –not really mentioned, some internal use • WhatsApp – significant organic growth but outside the control of the membership organisations, ‘overwhelming’, ‘gossipy’, inappropriate behaviour, confusion with personal life, advertising being introduced, not GDPR compliant etc. • Various CRM systems – for email, transactional comms, member details management but not engagement OTHER
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- 10. MOBILE MESSAGING: 25%growth in next 3yrs “Consumers spend the vast majority of their mobile time with apps. According to eMarketer’s latest estimates, in-app activities will make up 89.2% of US adult smartphone users’ time spent accessing the internet via smartphone this year.”
- 11. 11 BUT… “47% of respondentssaid they would like to enable their employees to use a messaging app, but that they did not believe that the use of consumer messaging apps would allow them to comply with relevant industry regulation.” Source: Secure Enterprise Messaging in the Age of the Chat App, Ovum
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- 15. 15 MOBILE 650million business usersof WhatsApp… 500million who’d rather have a separate alternative just for work
- 16. 16 • Literally tapinto the collective experience of peers • Feel/tone (instant, informal) more supportive, engaging, more diverse/inclusive, “flattens hierarchies (junior and senior more likely to mix)” [Journal of Information Technology Education] • Fits with emerging agile/fluid ways of working • Especially valued by professionals who are out and about in their jobs MOBILE MESSAGING BENEFITS
- 17. 17 THE MOBILE MESSAGINGADVANTAGE “…those who go online to use instant messaging have larger core networks. Core ties can be highly influential in decision making and exposure to ideas, issues, and opinion.” Source: Pew Internet Personal Networks and Community survey
- 18. 18 • Remote working,semi-retired, want to stay engaged, working longer, fractional working – valuable/growing segment OLDER PROFESSIONALS (55yrs+)
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- 21. 21 MOBILE “Our engagement inour emails and website went from 2% to 30% when we optimised them for mobile.”
- 22. Productivity & Collaboration Whatand How Access to stuff EngageTech™ CMS CRM Online Forums Connection & Commitment Who and Why Access to people Web Mobile
- 23. 23 • Complete privacy- no advertising ever, no tracking, nothing public, access to groups is invitation-only by the host. • Professional profiles - so you know who members are and how to nurture valuable relationships. • Professional standards - Guild Charter all members must agree to, protect your reputation e.g. correct mistakes or delete messages. • Custom branding - your group members see your organisation’s logo and branding. • Professional support & service - you do not get any service or support from the likes of WhatsApp. You do with Guild. GUILD IS DIFFERENT
- 24. 24 • Delete yourprofile/contributions - at any time any member can completely delete his/her profile and contributions which protects their reputation and is GDPR-compliant. • Threaded chat - a single stream of chat, like WhatsApp, is not good enough for professional conversations. Guild chats are anchored around a subject line for each separate conversation. • Web/email alternatives - Guild is a native mobile messaging app but, unlike WhatsApp and others, has an excellent web view and email notification/digest alternatives. GUILD FEATURES
- 25. 25 TYPICAL USE CASES •Boards, councils, branches, committees • SIGs, expert networks • Management teams, working groups • Event-related groups e.g. judges, speakers, advisory panels • Learning / training cohorts • Editorial, expert groups • Research, academic groups
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