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Supercharge your member referral program hl
The document discusses how associations can supercharge their member referral programs through social media. It provides results from a survey of over 100 associations that found the most effective incentives for referrals are exclusive clubs for referrers and constant reminders through online and offline tactics. The document also presents a case study of how the American Bar Association increased new members by 1,700 through its referral program that provided trial memberships for referrers to give to colleagues.
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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
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- 6. Friends Teachers Experts
- 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
- 11.
- 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 searchresults for the world’s top 20 largest brands are links to user- generated content!!
- 19. 25% of searchresults 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 byErik Qualman
- 22. Source: Socialnomics byErik Qualman
- 23. Source: Socialnomics byErik 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 tread ads. They read what interests them and sometimes that happens to be an ad.
- 65. The last 7words spoken by all failed companies are…
- 66. But we ve alwaysdone 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 [email protected] T. 847.849.3396