1. Supercharge
Your
Member
Referral
Program
With
Social
Media
Presented
by
Sheri
Jacobs,
CAE
President
+
Chief
Strategist
Avenue
M
Group,
LLC
December
16,
2010
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
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 search results
for the world’s top
20 largest brands are
links to user-
generated content!!
19. 25% of search results
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
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.
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
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
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.
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.
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
jacobs@avenuemgroup.com
T.
847.849.3396