7 ESSENTIAL METRICS for a thriving membership community
In Membership 2018. Australian trends and predictions, we speak to membership specialists about the key trends they believe will shape and define the industry in 2018.
Why does your association need to use social media? In 2017, when virtually every organisation has a social media presence on at least one platform, this question might sound ridiculous. Yet surprisingly few association executives can actually answer it. Sure, you have a presence. You need a presence. But what purpose is it serving? What goals is it helping you achieve? Why do you spend valuable time and resources on social media activities?
Digital giant Adobe recently shared its latest Digital Tends Report based on the survey results of more than 14,000 digital marketing and e-commerce professionals across EMEA, North America and Asia Pacific. So what can association executives learn by reviewing the top priorities for our marketing peers from different countries and industries?
One of the core functions of every association is to provide its members access to the latest and most important industry information, such as industry benchmark reports, survey results, regulation updates and articles from a variety of relevant publications. The question is: do we always succeed at this goal?
Word-of-mouth marketing is one of the most powerful marketing channels available. Why? Because it’s a process built on the testimonials of people we trust. Now if only we could find a way to generate more word-of-mouth marketing to help grow our brands…
Let’s talk about segmentation. While this is definitely not a new word for association managers, perhaps the concept requires greater thought if we are to use it effectively. Yes, technology advancement has made it easier to create smaller groups within your membership and to tailor your offerings to those sub-sections. In theory this is a big win. It should help you achieve your association’s engagement goals.
Picture this real-life scenario: a well-known association has been operating for more than 80 years, yet still doesn’t promote itself with a consistent style. While more than capable of delivering beneficial outcomes, at times this association struggles to convey the genuine value of its services to members and potential members. Unfortunately, such a scenario is not unique. In fact, this lack of a clear ‘voice’ is typical of too many otherwise productive associations.