2015 asae cr virtual roundtable how to leverage components with grassroots efforts
1. How to Leverage Components with
Grassroots Efforts
Trevor S. Mitchell, CAE, Executive Director, Membership & Technology,
ARMA International
Erik Schonher, Vice President, Marketing General Incorporated
2. Introduction
Trevor Mitchell, CAE
Executive Director of
Member Programs &
Services
ARMA International
@trevm22
Erik Schonher, MBA, CeM
Vice President
Marketing General
Incorporated
@ErikSchonher
4. Importance of White Paper
Relevance of Components in Organization Strategy
Demonstrated how functional areas can work together
Marriage of marketing concepts and leveraging components
5. Integrating Components into your Strategy
What is the “basic criteria” for a component?
Area of study
Geographic
Potential revenue
Number of people/size
What is the goal of a component & how does it support the association’s
strategic plan?
How are you collecting data about your components?
6. Grassroots vs. Components
Similarities
Leverage individual members
Bring together for common purpose
Difference
Grassroots is focused; Components
more general
8. Stronger Engagement
Value at multiple levels
Local/Component level
Association level
Industry level
Strong connection to organizational direction
9. Leadership Training
Make action item simple for individual to follow
Clear on what to do and how
Clear on why they should do it
What is the intended out come
How will this be conveyed.
How component leaders can assist in this effort
Reinforce message
Encourage call to action
10. Data Tracking
Ways to track?
Who followed up on the action of the effort?
Sent a letter
Made a call
Interacted on Social Media
Attended Fly-in event
Awareness of the organization on issue
11. How to start?
Start with the end in mind
What are you trying to achieve?
What do you want to know?
Start small and expand from there
Continue to review, modify, and retry
13. Contact Info
Trevor S. Mitchell, CAE Erik Schonher, MBA, CeM
Executive Director Vice President
Membership & Technology Marketing General Inc.
ARMA International erik@marketinggeneral.com
trevor.mitchell@armaintl.org @ErikSchonher
@trevm22
Links:
White Paper - 10 Tips to Develop and Effectively Use Components in Membership
Marketing
Component Relations Handbook – 2nd Edition
2014 Membership Benchmarking Report
Notas do Editor
Cover background:
5 years as a netForum customer
Enterprise version but what we will talk about can be applied to Pro as well
Currently on version 2011
Erik Schonher
Over 30 years experience in marketing with over 13 years in marketing memberships, associations, conferences and fundraising.
Erik: Let’s start with a little background on what led to the collaboration on this. Given Trevor’s experience, about 24 months ago I approached him to see if we could look find a way to pool our talents to produce a white paper on Components that addressed the strategic and tactical elements regarding Components as a marketing channel for associations. The end result was this whitepaper.
Tevor: Time it took us to complete
Erik: So, Trevor, let’s clearly outline the importance of this paper.
Trevor: Components should be seen as another medium to leverage strategic direction not just another functional area of the organization.
A clear marriage of marketing concepts and leveraging components for today and in the future.
Erik: So, in order to properly leverage, as you say, this medium there needs to be a strategy that addresses “how” and metrics to measure success.
Trevor, you’ll lead on this slide and :
Erik: I’ll add something on “Big data” - Importance of collecting data down to its most elementary level so it can be reconstructed and modeled properly.
Trevor: take us to the next slide
Trevor: continue talking about the slide.
Erik: I’ll take us to the next slide “so, looking at the similarities we’re really talking about revealing common interests and behaviors among members and building a strong connection between participants and between the participants and the association.
Next slide.
Tevor: you take this.
Tevor: take this
Erik: I’ll add to it as time allows.
Erik: But of course to properly implement this you need to clearly outline what the goal is and how everyone is supposed to work together to accomplish this, right?
Trevor: take it!!
Erik: of course, this provides us with multiple points from which we can collect data.
Turn the page
Erik: So tracking “cause and effect” is very important. Most important, it has to be easy to do so systematize it as best you can, work to get 100% participation but be ready to settle for less. And, since your tracking periodically review the results with the intent of possibly changing direction as necessary.
Trevor: I assume that you’ll add as need be.
Erik: While good planning is 90% of the total job, you still have to start it.
Trevor: your turn and take us to the next slide.