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Web 2.oh? How your membership organization can embrace the web 2.0 revolution.

Web 2.oh? How your membership organization can embrace the web 2.0 revolution. Alex Perwich CEO Golden Key International Honour Society & John Garvie Marketing and Performance Affinity Circles, Inc. What do we know about Internet Users?. Internet use by demographic Gender: 70% of women

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Web 2.oh? How your membership organization can embrace the web 2.0 revolution.

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  1. Web 2.oh?How your membership organization can embrace the web 2.0 revolution. Alex Perwich CEO Golden Key International Honour Society & John Garvie Marketing and Performance Affinity Circles, Inc.

  2. What do we know about Internet Users? Internet use by demographic Gender: • 70% of women • 71% of men Education: • 40% Less than High School • 61% High School • 81% Some College • 91% College + Age: • 87% (18-29 year olds) • 83% (30-49 year olds) • 65% (50-64 year olds) Pew Internet survey March 2007

  3. Where are companies investing on the web? 9% of all web advertising is in community networking sites. This is an indicator of where your people are spending time on the web. $ follows traffic.

  4. What do your members do on the web? • 43.5% - Estimate of adult internet users who will use social networks each month in 2008 • Up from 37.0% in 2007 • Over 70% of current college students & teens report using one or more online community sites • This is only part of their daily online experience along with IMing, txting, Virtual world games, online games and using the internet for studying or to find information.

  5. What Makes a Network? • A Community Network: • A structure made of nodes (individuals) which are connected to one another through various social relationships • Small World Experiment, Stanley Milgram • Strength of Weak Ties, Mark Granovetter • 6 Degrees of Separation (The Kevin Bacon Game)

  6. The Paradigm Shift in Web Communication • One-Size-Fits-All • Static Content • One to Many • Personalized & Relevant • Non-Expert opinions OK • User Generated Content • Relationship-Driven

  7. Even with these changes, are people finding valuable information on the web? • 50% of internet users said the internet played a major role as they pursued more training for their careers. • 42% said the internet played a major role as they decided about a school or a college for themselves or their children. • 14% said the internet played a major role as they switched jobs. Pew Internet and American Life Project

  8. Organizations are asking the question: How can we capitalize on these motivations?

  9. Myth Busters • Member Utilities = Risky • Inappropriate discussion topics • Revealing pictures • Obscene language…right? Not Necessarily

  10. Behavioral Norms Behavior is a function of the people and the environment. This is true in off-line as well as online situations. Creating an environment consistent with your brand will result in behavior consistent with your brand. B = f (P X E)

  11. Social Network User Demographics Social network users are maturing day-by-day. How do you decide where to spend your time and energy? • MySpace • 18-24: 18.1% • 25-34: 16.7% • Facebook • 18-24: 34% • 25-34: 8.6% • Affinity Circles • 18-24: 14.6% • 25-34: 44.61% Create a presence on all of them. One community does not have to be used in exclusion of the other. - comScore Media Metrix 2007

  12. facebook

  13. MySpace

  14. Linkedin

  15. inCircle

  16. Is it user-centric? Dynamic content Relevant & Personalized Offers continuum of university experience Exclusive opportunities & access to org. DB Is it flexible? Reconnect with friends Share Media Find Value-Added Services Find Advice & Jobs Network Professionally Is it private? Authenticated Verified Secure & Trusted Affinity Circles: Facebook: MySpace: Linkedin: Where should you put a majority of your resources? Where you getting the most value for your members

  17. Getting Started • What are you trying to achieve? • Who are you trying to reach? • What will you offer them once you reach them? • How do your goals benefit your org? • Be prepared to invest some time and a little cash • Spend at least 20mins/day on your community sites • $ is strictly for marketing and promotion & staff time allocation • Be prepared to give up control to your members

  18. Getting Started Once you set your goals, be prepared to stand by them Goals should be along the lines of: • Building relationships and marketing more effectively to your members • Building your member-data quality and quantity • Increasing the value of being a member of your organization by highlighting opportunities or social/professional capital between members

  19. Getting Started Control • These communities must be primarily user run and should be nurtured but not actively moderated • If your attempts appear too institutionalized, it will likely fail • People may say negative things – that’s okay!

  20. Building Community on the Web Community Building Techniques • Integrate school rituals & special knowledge • School customs, special insider knowledge, athletic traditions, etc. • Create interesting gathering places online • Facilitate member-run subgroups & discussion forums • Develop meaningful and evolving member profiles • Profile expert & interesting alumni • Develop a strong Leadership program • Identify leaders in your organization and charge them with engaging other alumni online • Promote cyclic events • Watch parties, lectures, etc.

  21. Marketing You must be prepared to aggressively market and try many different techniques • You will need a marketing plan and some money for implementation • Dedicated real-estate on your homepage • Email marketing has the highest return but exposure through other channels is also important to create awareness

  22. MyGK Marketing Campaigns • Consistent E-Marketing has been the focus • After 1 direct marketing initiative the site saw a large spike in registration numbers. Total Registrants as of 2.10.08 = 8,721 (growth rate ≈ 4k+/month live)

  23. Feeding and Watering • Marketing and promotion should be continual • Share success stories ie: I got a job on MyGK inCircle or we have 180 members on our Facebook page • Allocate resources in your strategic planning • Integrate what you’re doing into your other online offerings

  24. Finding a Vendor What to look for: • Cultural fit & alignment with objectives/goals of your organization • Good recommendations • Consistent product upgrades • Innovation • Core competency in social technology • User-Centric development approach • Streamlined monetization model

  25. Finding a Vendor Alex Perwich CEO Golden Key International Honour Society MyGK Demo & questions

  26. Additional Questions

  27. Thank You! Jarrod Schwartz Account Executive Affinity Circles jarrod@affinitycircles.com 650-810-1524

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