Maximum
Engagement –
Minimum
Resources
Today’s Presenters
•
Margaret Rehayem, Director of Member Initiatives
Midwest Business Group on Health
•
Aurora Meyer, Online Community Coordinator
Missouri State Teachers Association
•
Shannon Johnson, Membership Marketing Manager
American Association of Nurse Assessment
Coordination
ABOUT US
MIDWEST BUSINESS GROUP ON HEALTH
As a Company:
• One of 60 employer-focused business coalitions in the country.
• Membership of approximately 120 large self-insured public and private organizations. Members include large self-insured employers such as Kraft Foods, Boeing, Ford Motor Company, Reynolds, Ace Hardware, and OfficeMax.
• Have 5 Full-Time and 1 Part-Time
• President, Vice President, 2 Directors, 1 FT Manager/1 PT Manager __________________________________________
LAYING THE GROUNDWORK
2010-2011 MBGH MEMBER SURVEY
HOW DO YOU COMMUNICATE?
92% of members communicate regularly via the Internet 64% use LinkedIN
35% use Facebook (for professional purposes) 23% use Twitter
70% want to engage with other members
65% wants access to a member directory (** top interest for our Board Members)
Most of our members like receiving communications about our programs and events via email
Results help us build the different modules of the website
2012 MBGH MEMBER SURVEY
VALUE OF MEMBERSHIP
BUILD IT AND THEY WILL COME
MBGH WEBSITE
WWW.MBGH.ORGUpgraded to an AMS system database Allows for better management of member profile data
Allows for special indexing of individual groups (i.e. type of employer, interests, etc) Website new format
Content management system
Integrated Interface: Social Community w/AMS database New Features
Member Directory
Connect – MBGH Member Community Discussion Groups
Online Video and Document Library Updated Online Registration
MARKETING STRATEGY
2012 - 2013
Prospects Non-Members Direct mail Annual conference Members NewsletterConnect
Communities Networking Member social events Free educational programs Free resources Benchmark surveysFollow Company: LinkedIn Facebook
MBGH ALL-MEMBER PORTAL
Sign on via Member Login
Brief tutorial
MBGH ALL-MEMBER PORTAL
CONNECT: COMMUNITY DASHBOARD
THE BEST LAID PLAN
LESSONS LEARNED….
• Know your audience – ask questions to learn what they want; get periodic feedback on their experience – don’t assume
• Have one point person be the champion, but develop a team approach to roll-out your initiative and keep it on track
• Put together a written plan – create a calendar that will cover at least 6-months ahead – bring this to each staff meeting for follow-up and show progress
• Have a staff training – be sure to educate everyone about posting on the communities
LESSONS LEARNED (cont’d)
• Make sure individual profiles and records are up-to-date
• Take the time to clean up your database (supports integration efforts)
• Send emails to everyone before the initial roll-out to update their profiles and add pictures; be sure to delete old info ☺
• Create a contest around who has the most complete profile (picture, bio, etc)
• Get community members involved in regular posting
• Define ahead of time specific types of posts that will be uploaded
(i.e. share a resource, ask a question, or a single-question poll)
• Just get started!! Community
MSTA
•
The Missouri State Teachers Association
(MSTA) is a non-profit association that serves
more than 44,000 educators in Missouri.
•
Our educators are diverse. We serve rural and
urban educators, beginning teachers and
retirees.
•
To bring them together, we created the
Lounge, our HL community.
WHAT WE’VE LEARNED WHILE BUILDING
THE COMMUNITY
Know your members and staff members
• Their technology comfort level
• Their time restraints
• Their willingness to try something
new
WHAT WE’RE WORKING WITH:
Challenges:
•
Time (one more thing to
do)
•
Lack of technological
knowledge
•
Invalid email addresses
•
Other social site
competition
PUSHING THE COMFORT ZONES
Time: A few minutes a day can connect you with
educators across the state. The more you use it, the more you’ll get out of it!
Technology: We hand-hold members through the log
in process and manually reset passwords daily. We are actively trying to make the password reset an easier process.
Invalid email addresses: We verify the email
address and mailing address of every member who calls our member care line.
REASONABLE EXPECTATIONS
It is unrealistic for MSTA to expect significant
Lounge usage when our email database is
inaccurate.
So we celebrate the little wins.
AND KEEP MOVING FORWARD
HAVE A PLAN
• Define what success means to you.
• Is it a few people logging in every
day?
• Blog posts?
• Discussion replies?
• Provide incentives and rewards for
those members who are using the
community.
INCENTIVES TO LOG IN
We offer a salary book every year that
includes salary information for every
school district in the state. In 2012, the
only way to view the .pdf was to log into
the Lounge and download it from there.
INCENTIVES
•
Every person who logs in receives an
individualized welcome email from me.
•
At some point the hand-holding and
walking our members through the steps will
have to stop, but we aren’t there yet.
•
In the meantime, we try to continue to
provide incentives for members to log in.
AMERICAN ASSOCIATION OF NURSE
ASSESSMENT COORDINATION (AANAC)
About us:
• 14,000+ members from
across the nation
• Nurses in long-term care
• Age range: 40-65 years old,
mostly female
• Factors at play: busy, not
tech-savvy, share
computers
Getting them there…
How do I drive members to the community?• Auto-subscribe!
• Webinar for new groups of clients
• PS messages in staff emails
• RSS feed on the home page of your website
• Tell them about it:
–New member packet
–New member email
–New member welcome call
P.S. – Did you hear that AANAC launched an online member community called AANAConnect?Loginand check it out today to network with peers, download documents, and engage in discussions with experts in the LTC field. The possibilities are endless on AANAConnect!
Make it easy to get started!
• “Getting Started”guide• Create task-driven “How-To” videos
• Offer a “Help Desk” at your meetings or conferences
Make it fun and exciting
Make it fun for your members to get – and stay – involved!
•
Award them for participating
•
Encourage participation through a
drawing or chance-to-win
•
Celebrate and thank them for their
involvement
A community is more than
just fun and games…
• Paid moderators *make sure you really trust them and consult a lawyer
• Highlight popular posts in your eNewsletter **vetted by staff
• Use an RSS feed on your website pages to cross-pollinate
• Create conference or meeting communities to:
–Connect with other attendees and speakers
–Download handouts
–Prepare for their trip
Make your life easier as a
community manager
• Quarterly plan to keep yourself on track
• Track metrics to show your success
• Check in with your staff
• Gain business intelligence from your members through