O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

Association Models for the Network Age (+ musings on Social)

Próximos SlideShares
The Micro-Sociology of Networks
The Micro-Sociology of Networks
Carregando em…3

Confira estes a seguir

1 de 68 Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (14)

Semelhante a Association Models for the Network Age (+ musings on Social) (20)


Mais recentes (20)


Association Models for the Network Age (+ musings on Social)

  1. 1. Association Models for the Network Age
  2. 2. Objective How to connect to, engage and create value for “next generation” executives within member companies… 2
  3. 3. Session Agenda We’re going to power through: 1. Semantics and scope 2. Social platforms – how they’re evolving 3. Active perspective (mindset of “next generation”) 4. Value exchange – platform and participant 5. Network structure 6. Network health 7. Social behaviours 8. Mobile & ambient data 9. Perceived challenges 10. Discussion 3
  4. 4. Interpretation Best-in-class marketing in a digital age Building bridges between: In addition to nurturing relationships between different member types 4 Members Association Management Leadership Individuals Communities Millennials Baby Boomers, Gen Xrs
  5. 5. But…. No instant mix or fix Optimal experiences cater to audience Anything that can be easily packaged, can be easily copied 5
  6. 6. Semantics and Scope 6
  7. 7. Association Networks CEO Share Group The Web 7 In today’s discussion we’re looking at nested networks. Our association networks within this CEO Share Group, in the context of the World Wide Web
  8. 8. Social Media Semantics “Social Media is an insidiously convenient oxymoron.” Phil Adams, Blonde Digital http://philadams.co/2011/04/drowning-kittens-is-bad-but-its-hard- not-to-drown-kittens-when-drowning-kittens-is-so-damn- convenient/ http://forrester.typepad.com/groundswell/2009/04/why-social- media-sucks.html 8 Adams continues: “To be more precise it’s the “media” in social media that sucks. Social is unequivocally good. Media = something you pay for Media = paying for eyeballs allows you to control your message Media = one way and one-to-many broadcast Media = event-based content with long lead times Social Media is a very convenient industry shorthand, but it can lead to anti-social behaviours: Social = something you don’t pay for Social = not just accepting loss of control, but planning for and embracing it Social = dropping the “on-message” mindset Social – two-way, one-to-one, many-to-many and personal Social = continual, rapid, real-time interactions with very, if non-existent, lead times”
  9. 9. Mutation in Evolution “The Web is more a social creation than a technical one. I designed it for social effect – to help people work together – and not as a technical toy. The ultimate goal of the Web is to support and improve our weblike existence in the world. We clump into families, associations and companies. We develop trust across miles and distrust around the corner.” Tim Berners-Lee, Weaving the Web (Harper) 9 The Web was designed to be social, but the emergence of walled gardens like Facebook have distorted and mutated the vision so we now isolate “social” within our digital investment.
  10. 10. Bridge-Building “You can’t think about social media in a silo anymore … A social media manager has to bridge the gaps and discover new efficiencies so that each department in a company can communicate with consumers and other businesses.” Dipayan Gupta, head of social media at New York Life Insurance Company http://digiday.com/brands/turn-the-social-media- manager-grows-u/ 10 “Twenty-something social butterflies with always- on creative minds, mobile connections and a knack for copywriting and Photoshop are still great assets but no longer represent the typical community manager,” said Nathaniel Perez, global head of social at agency SapientNitro. “Instead, we are seeing more seasoned, multi- disciplinary professionals, who have embraced digital media from many angles, have a few communication crises or trophies under their belt and work well as true managers across the business disciplines social touches.”
  11. 11. 11 We’re somewhere here at the moment…. But the sweet spot is where we can fluidly socialize our content, guided by confident vision and metrics map
  12. 12. 12 Thinking about how we actually frame “next generation networking” “Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.” Eliel Saarinen (Finnish architect famous for art nouveau buildings)
  13. 13. 13 Take the time to talk to your members and customers about where they “hang out” online; personally and professionally (as much as they want to share.) Understanding what mobile platform/OS they use & how they engage with specific apps will also be helpful. Reach out to investigate the real issues that keeping your association members up at night. How can you facilitate conversation that will add value? There are many ways to convey a point. Perhaps we combine print DM pieces with extended online content. Perhaps we use (short) video clips of charismatic personalities to communicate complex messages. Experiment with content types and track engagement. There is a technology solution for almost anything these days, so think about where the biggest information gaps are and then we can explore the technical implementation.
  14. 14. 14
  15. 15. Social Platforms Mapping Adaptation 15 There is no point trying to second- guess which platform will dominate and how to adapt your business to a specific environment. (Forced) Better to focus on platform acquisition trends and invest in innovative content production, which if successfully presented to the right audience (up to you to identify) will generate conversation organically.
  16. 16. Trends Personalization Platforms seeking to increase share of attention, by ensuring news feeds are personalized Implicit and algorithmic Diversification As Facebook grows, features become apps and apps become channels Monopolization of certain digital territories Expansion into foreign territory Commercialization All social platforms now funded by advertising Innovation in analytics and content delivery 16
  17. 17. Over 50 acquisitions in the last 9 years. 98% ownership of all photo-sharing apps Think identity platform over network 1000 different versions of Facebook live at any one time Facebook has to choose between 1500 possible posts to show at the top of your news feed 17 Facebook has arguably outgrown the definition of “social network”
  18. 18. 18 If personalization is important to ALL mainstream social platforms – it’s safe to assume it should also be a strategic theme in our marketing strategy
  19. 19. Parakey * ConnectU * FriendFeed * Octazen * Divvyshot * Friendster patents * ShareGrove * Nextstop * Chai Labs * Hot Potato * Drop io * Rel8tion * Beluga * Snaptu * RecRec * DayTum * Sofa * MailRank * Push Pop Press * Friend.ly * Strobe * Gowalla * Instagram * Tagtile * Glancee * Lightbox.com * Karma * Face.com * Spool * Acrylic Software * Threadsy * Atlas * Osmeta * Hot Studio * Spaceport * Parse * Monoidics * Jibbigo * Onavo * Sportstream * Little Eye Labs * Brance * WhatsApp * Oculus VR * ProtoGeo Oy * Pryte 19 Facebook acquisitions by company name.
  20. 20. Offline applications/Web OS * Social networking * Social networking aggregator * Contact importer * Photo management * Intellectual property/patents * Private conversations/Forums * Travel recommendations * Internet applications * Check-ins/status updates * File hosting and sharing * Domain name * Mobile advertising * Group messaging * Mobile app developer * Computer vision * Information graphics * Software design * Email prioritization * Digital publishing * Social casual Q&A service app * HTML5 mobile apps, SproutCore * Location Based Service * Photo sharing * Customer loyalty app * Social discovery platform * Photo sharing * Social gifting * Face recognition platform * Mobile bookmarking and sharing content * RSS app Pulp and secure database app Wallet * Threadsy is a social aggregator, Maker of social marketing tool Swaylo * Atlas advertiser suite * Mobile software * Design agency * Cross-platform game framework * Mobile app backends * Automatic verification software * Speech translation app * Mobile analytics * Sports conversation analysis * Performance analysis and monitoring tools for Android * Web conversation platform * Mobile instant messaging * Virtual reality technology * Fitness tracking app Moves Facebook acquisitions by company type.
  21. 21. “The company's researchers decided after tweaking the content of peoples' "news feeds" that there was "emotional contagion" across the social network, by which people who saw one emotion being expressed would themselves express similar emotions.” 21 This should concern us all, but action will always be more productive than protest. Better to beg forgiveness than ask permission…. http://www.theguardian.com/technology/2014/jul/02/facebook- apologises-psychological-experiments-on-users http://psychcentral.com/blog/archives/2014/06/23/emotional- contagion-on-facebook-more-like-bad-research-methods/
  22. 22. Values of n * Mixer labs * Atebits * Cloudhopper * Smallthought Systems * Fluther * TweetDeck * AdGrok * BackType * Bagcheck * Julpan * Whisper Systems * Summify * Dasient * Posterous * Hotspots.io * RestEngine * Nclud * Vine * Crashlytics * Bluefin Labs * Ubalo * Lucky Sort * Spindle Labs * Locomatix * Marakana * Trendrr * MoPub * Gnip * Namo Media * TapCommerce * SecondSync * Cover Twitter acquisitions by company name http://www.out-law.com/articles/2014/february/tech-acquisitions-in-2014/
  23. 23. Deja * Outride * Pyra Labs * Netonic Software * Applied Semantics * Kaltix * Sprinks Genius Labs * Ignite Logic * Picasa * ZipDash * Where2 * Keyhole * Urchin Software Coporation * Dodgeball * Akwan Information Technologies *Reqwireless * Current Communications Group * Android * Skia * Phatbits * allPAY GmbH * bruNET GmbH * dMarc Broadcasting * Measure Map * Upstartle * @Last Software * Orion * sWeb Technologies * Neven Vision Germany GmbH * YouTube * JotSpot * Endoxon * Adscape * Trendalyzer *Tonic Systems * Marratech * DoubleClick * GreenBorder * Panoramio * FeedBurner * PeakStream * Zenter * GrandCentral * ImageAmerica * Postini * Zingku * Jaiku * Omnisio * TNC * On2 * reCAPTCHA * AdMob * Gizmo5 * Teracent * AppJet * Aardvark * reMail * Picnik * DocVerse * Episodic * PlinkArt * Agnilux * LabPixies * BumpTop * Global IP Solutions * Simplify Media * Ruba.com * Invite Media * ITA Software * Metaweb * Zetawire * Instantiations * Slide.com * Jambool * Like.com * Angstro * SocialDeck, Inc. * Quiksee * Plannr * BlindType * Phonetic Arts * Widevine Technologies * eBook Technologies * SayNow * Fflick * Zynamics * BeatThatQuote.com * Next New Networks * Green Parrot Pictures * PushLife * TalkBin * Sparkbuy * PostRank * Admeld * SageTV * Punchd * Fridge * PittPatt * Dealmap * Motorola Mobility * Zave Networks * Zagat * DailyDeal * SocialGrapple * Apture * Katango * RightsFlow * Clever Sense * TxVia * Meebo * Quickoffice * Sparrow * WIMM Labs * Wildfire Interactive * VirusTotal.com * Nik Software, Inc. * Viewdle * Incentive Targeting Inc. * BufferBox * Channel Intelligence * DNNresearch Inc. * Talaria Technologies * Behavio * Wavii * Makani Power * Waze * Bump * Flutter * FlexyCore * SCHAFT, Inc. * Industrial Perception * Redwood Robotics * Meka Robotics * Holomni * Bot & Dolly * Autofuss * Boston Dynamics * Bitspin * Nest Labs, Inc * Impermium * DeepMind Technologies * SlickLogin * spider.io * GreenThrottle * Titan Aerospace * Rangespan * Adometry * Appetas * Stackdriver * MyEnergy * Quest Visual * Divide * Skybox Imaging * mDialo * Alpental Technologies * Dropcam * Appurify * Songza * Twitch (unconfirmed) Google acquisitions by company name http://www.forbes.com/sites/insertcoin/2014/05/19/why-google-buying-twitch-is-an-unsettling-thought/ http://www.out-law.com/articles/2014/february/tech-acquisitions-in-2014/
  24. 24. Mspoke * ChoiceVendor * CardMunch * Connected * IndexTank * Rapportive * SlideShare * Pulse * Bright LinkedIn can be a very useful platform, but it’s the least innovative out of all the mainstream social platforms and hopefully not the bar in terms of professional social networks.
  25. 25. Role (for the brand) Specifically Metrics Facebook Social equity/acquisition Social authentication Inspiration Relationship building Data acquisition Referral to website Customer service Shares Comments Post Likes Page Likes Twitter Social equity/acquisition Social networking Relationship building Customer service Referral to website Followers Retweets Favourites Mentions Instagram Social media/content Social equity Content curation/hub Mainstream creator channel Content for website and other social platforms Followers Favourites/ Pinterest Social media/content Social authentication Inspiration for retail Referral to website Followers Repins Likes Google+ SEO Social networking* Content hub SERP support Content optimization for slightly different audience Hangouts Followers Shares +1s YouTube Social media Content hub Subscibers Shares Likes (and dislikes) % of complete plays Views LinkedIn Social networking Social equity/acquisition Thought leadership Relationship building Lead generation Customer service Followers Shares Views Comments Likes We don’t have to build extensive communities on every social platform. Some social platforms may be better as content hubs (YouTube, Vimeo, Flickr, Pinterest), some may help with SEO (YouTube, Google+, Twitter), some may help us generate content (Instagram, Storify) and some may be better for lead generation, relationship building and contact acquisition (FB, Linkedin). Platform role and metrics should probably be reviewed every six months.
  26. 26. Active Perspective 26 “Social networking” isn’t defined or restricted to the imagination of boys in the Valley.
  27. 27. Imagination Before Implementation Intuition + insight Social structure is not defined by existing social platforms Next generation means actively shaping existing environment 27 Worry about what’s relevant, not what’s possible. Assume that “Digital” can do anything, so it’s up to you to decide what superpower would be helpful.
  28. 28. “What holds us back from thinking creatively is an obsession in the world with analytical thinking. What we need to do is combine the best of analytical thinking, which produces consistent, replicable outcomes, with intuitive thinking, which produces new outcomes. Think about how you think.” 28 From interview with Roger Martin (Rotman School of Management) in Porter's flight magazine.
  29. 29. Investing in (the right) “Insights” Averages should never be taken at face-value. Social behaviors must be aligned with brand values. 29 Some examples of banal social “insights” that get pumped out online.
  30. 30. Active Participation in Future of the Web “There's a lot of work underway now in developing open-source, interoperable, and encrypted versions of social media, in response to the increasing authoritarianism and state collaboration of existing walled-garden media.” Kevin Carson, a senior fellow at the Center for a Stateless Society and contributor to the P2P Foundation blog 30 Remember Facebook is rented space and largely redundant as a content repository. As a “walled-garden” - it’s not indexed by Google either, so don’t expect to grow your membership here unless you invest in a media buy. Accessibility to information should be our primary focus http://www.elon.edu/e-web/imagining/surveys/2014_survey/2025_Internet_Looming_Threats.xhtml http://www.webat25.org/news/tbl-web25-welcome http://blog.p2pfoundation.net/
  31. 31. The Importance of Vision “Visions matter. Visions give people a direction and inspire people to act, and a group of inspired people is the most powerful force in the world. ” Bret Victor, Engineer, Creative Technologist, UI Designer, Inventor Worrydream.com 31 “Vision as defined in the service of visibility is more than this. Obviously understanding where you want to be long term is vital, but at the same time it’s no use looking far off into the distance if you don’t have a good reason for the journey, your view is hazy, and you’ve got no idea about the people you’ll meet or the places you’ll visit along the way. ” http://rorynatkiel.com/vision
  32. 32. P.O.S.T “To develop a compelling strategy, you have to begin by staking out the territory you want. That is an act of choice and imagination. After you’ve made the choice, then it is the time for analysis: figuring out exactly what you have to do to get to where you want to be and to be able to play the way you need to in order to win.” Roger Martin Premier’s Chair in Productivity and Competitiveness and Academic Director of the Martin Prosperity Institute at the Rotman School of Management at the University of Toronto in Canada 32 People, Objectives, Strategy, Technology Mapping content to connections http://forrester.typepad.com/groundswell/2007/12/the-post-method.html http://blogs.hbr.org/2014/05/strategize-first-analyze-later/?
  33. 33. The “Free” Ride “The future is already here – it's just not evenly distributed.” William Gibson 33
  34. 34. Opportunity & Challenge Social media, social networking, social platforms bring tremendous opportunity to access: Greater information Networks beyond physical access Specific people or demographic anywhere in the world In return we trade data. 34 Increased access & convenience is at the expense of transparency.
  35. 35. The Alpha Geek "Young people are just smarter“ If you want to found a successful company, you should only hire young people with technical expertise. "you should presume that someday, we will be able to make machines that can reason, think and do things better than we can.” “… if you had a coordinated way to just reduce the work week. And then, if you add slightly less employment, you can adjust and people will still have jobs" 35 http://www.newrepublic.com/article/117088/silicons-valleys- brutal-ageism http://venturebeat.com/2014/07/05/both-google-co-founders- reveal-beliefs-on-rent-privacy-taxes-law-future-tech-in-7- quotes/ http://www.evancarmichael.com/Famous- Entrepreneurs/645/Sergey-Brin-and-Larry-Page-Quotes.html
  36. 36. “Free” at the expense of “Freedom” “Commercialization of the experience may come to bound or limit the expectation that many people have of what the Internet is for.” David Clark, a senior research scientist at MIT’s Computer Science and Artificial Intelligence Laboratory “Network operators’ desire to monetize their assets to the detriment of progress represents the biggest potential problem. Enabling content creators to easily and directly reach audiences, better search tools, better promotion mechanisms and curation tools—continuing to dismantle the ‘middle men’ is key.” Glenn Edens, director of research in networking, security, and distributed systems at PARC 36 “Concerns over commercial influences altering the overall online experience were led by some of the architects of the Internet.” http://www.elon.edu/e-web/imagining/surveys/2014_survey/2025_Internet_Looming_Threats.xhtml
  37. 37. “The economy of the future will be built on relationship rather than possession.” I had (and still have) a dream that the Web could be less of a television channel and more of an interactive sea of shared knowledge.” Tim Berners-Lee John Perry Barlow 37 “Creativity will proliferate, but quality will be scarce and hard to recognize.” Esther Dyson
  38. 38. Social APIs Leverage trusted networks Convenient for users/customers Extended access to demographic data We can leverage insights about social behaviours, but the platforms also get insights into our business / association 38 “What Is an API and Why Does It Matter?” http://sproutsocial.com/insights/api-definition/
  39. 39. Network Structure 39
  40. 40. Culture of Hoarding “There is something mysterious about social networks. We live surrounded by them, but usually cannot see more than one step beyond the people we are directly connected to, if that. It is like being stuck in a traffic jam surrounded by cars and trucks.” Understanding Social Networks Charles Kadushin 40
  41. 41. Network Diversity 41 Large customers/members will have their own ecosystem and internal tools, which *may* make them less dependent on the association. Essentially a network within a network. Small customers/members *may* be under more pressure in bearing generalist roles and the need to wear many hats. They won’t have access to the same resources (specialists/research/infrastructure) as larger members. Most importantly, it may difficult to find support in sharing learnings.
  42. 42. Network Management “Modern societies and large networks in general are less dense and have structural holes, more dense parts of a network that are hardly connected at all; if connected, then it is by nodes that serve as brokers between the otherwise barely connected regions Large modern world networks are held together by weak ties – relationships that are infrequent, less close and less intimate, but for that reason very important. Flows through networks are critical and can take place through redundant dense ties or through weak ties” Understanding Social Networks, Charles Kadushin 42 The more similar nodes/members in a network become, the less value they offer to each other.
  43. 43. Network Health 43
  44. 44. Network Health “In the last decade, two important papers were presented to learned societies, one on anthropology and the other on biology. And both these researchers were working completely independently. But it happened by chance that I saw both papers. The biological one was looking into all the biological species that have become extinct. The anthropological one was looking into all the human tribes that had become extinct. Both researchers were trying to find a commonality of causes for extinction. Both of them found the same cause independently – extinction is a consequence of over-specialization. As you get more and more over-specialized, you inbreed specialization. It’s organic. As you do, you outbreed general adaptability. So here we have the warning that specialization is a way to extinction, and our whole society is thus organized.” Page 326, Design for the Real World | Human Ecology and Social Change, Victor Papanek” 44 Published in 1985… An innovation is arguably conceived across disparate networks, and honed within a network
  45. 45. 45 https://www.goodreads.com/work/quotes/10074639-cognitive-surplus
  46. 46. Analyzing Behaviours 46
  47. 47. “it doesn't seem to sink in that Facebook dampens our mood. If people did draw this conclusion, it's hard to see how the site would remain as popular and ubiquitous as it is. Ironically, this failure persists despite the fact that we often read about such studies directly via Facebook” “Test participants who had used Facebook for 20 minutes reported being in a worse mood than those in two other test groups (one browsed the Internet, one served as a control and did nothing); the Facebook participants also felt their time had been used in a less meaningful way. Amid the wreckage, Sagioglou and Greitemeyer spotted a clue for why we go back: we think we'll enjoy it. In a separate experiment, they asked test participants to guess whether spending 20 minutes on Facebook would make them feel better or worse. Contrary to the findings of the earlier experiment, in which using Facebook put people in a worse mood, participants expected that using Facebook would make them feel better.” 47 http://www.fastcodesign.com/3028783/evidence/we-hate-ourselves- for-spending-so-much-time-on-facebook-so-why-do-we-do-it
  48. 48. 48
  49. 49. 49 Facebook Leads Social Traffic Referrals with 21% Pinterest contributes 7% and Twitter 1% of total social referral traffic to other sites. BuzzFeed and Huffington Post dominate on Facebook, while the BBC and New York Times rule Twitter. This indicates hard news may fare better on Twitter, while human interest stories and memes win on Facebook. http://techcrunch.com/gallery/mary -meeker-internet-trends/slide/15/
  50. 50. 50 http://www.slate.com/articles/technology/technology/2014/04/faceboo k_news_feed_edgerank_facebook_algorithms_facebook_machine_lear ning.html “Many of the same stories that thousands of people Facebook-liked turned out to be ones that thousands of other people genuinely hated. They included posts that had clicky headlines designed to score cheap likes and clicks, but that actually led to pages filled with spammy ads rather than the content that the headline promised. But in the absence of a “dislike” button, Facebook’s algorithms had no way of knowing which posts were turning users off. Eventually, about a year ago, Facebook acknowledged that it had a “quality content” problem. Three sources of data in particular are helping Facebook to refashion its news feed algorithms to show users the kinds of posts that will keep them coming back: surveys, A/B tests, and data on the time users spend away from Facebook once they click on a given post—and what they do when they come back.” “When users click on a link in their news feed, Cathcart says, Facebook looks very carefully at what happens next. “If you’re someone who, every time you see an article from the New York Times, you not only click on it, but go offsite and stay offsite for a while before you come back, we can probably infer that you in particular find articles from the New York Times more relevant”—even if you don’t actually hit “like” on them.”
  51. 51. 51 http://oursocialtimes.com/whos- viewed-your-updates-new-metrics- for-linkedin-marketing/ http://www.slate.com/blogs/money box/2014/05/22/how_you_rank_lin kedin_adds_new_ranking_metrics_ to_its_online_profiles.html
  52. 52. Social Ecosystem Design 1. Each social platform has a specific culture (nurture different social behaviours) 2. Not all social metrics are created equal 3. The demographics of each social platform should influence how we target and distribute content 4. Digital content may seem disposable, but its legacy has a long-term impact 5. We should see social content in a way that it gives us capacity to grow as a social brand and inspire social influence 6. As Digital and Social grow as ecosystems, we will need to adapt our brand guidelines to accommodate expansion 7. Need to understand relationships between online properties as well as the relationship between online and offline properties 52 A share is worth more than a like, but even shares are in question, because people often share links before they’ve clicked on them
  53. 53. Mobile & Ambient Data 53
  54. 54. 54 https://intelligence.businessin sider.com/mobile-insider- internet-of-things-forecast-- snapchat-tops-whatsapp-in- us--facebook-personalization- 2014-5
  55. 55. Trends Internet of Things & ambient data Social APIs and mobile platforms Personal assistants Share economy (Uber, Airbnb) Loyalty + mobile + multi-channel retail 55 https://intelligence.businessinsider.com/mobile-insider-standalone-wearables--the-future-of-app-constellations--security-risks-with-iot-2014-7
  56. 56. 56 “One of the most important trends in mobile strategy has been the move toward "app constellations." These are a variety of apps from one company, each servicing one specific purpose, as opposed to one catch-all app that encompasses multiple services. A good example is Facebook's Messenger app, which stands apart from the main Facebook app. LinkedIn has also moved toward an app constellation, and today operates six individual apps, including one for managing business contacts and one for job searches.” http://techcrunch.com/gallery /mary-meeker-internet- trends/slide/14/ http://firstround.com/article/ hardware-adam-Macbeth
  57. 57. 57
  58. 58. “Tracking a person’s daily movements via smartphone GPS signals and credit-card transactions is far more revealing than, say, Web browsing habits or social media comments. What people do is deemed critical by social physics researchers, not what they say or think” Alex Pentland Social Physics: How Good Ideas Spread-The Lessons from the New Science 58 http://www.redorbit.com/news/technology/1113169666/tracking-personal-data-new-technology-061314/#4RVWso8QrfJhsAJB.16 http://www.datanami.com/2014/05/21/social-physics-harnesses-big-data-predict-human-behavior/ https://intelligence.businessinsider.com/mobile-insider-standalone-wearables--the-future-of-app-constellations--security-risks-with-iot-2014-7
  59. 59. 59 http://www.marketingweek.co.uk/opinion/pouch-loyalty-app-shows- mobile-is-retailers-lifeline/4009522.article http://www.techinasia.com/inloyal-loyalty-app/
  60. 60. 60
  61. 61. Perceived Challenges 61
  62. 62. Survey “Have capability, but need improvement in execution” “Engagement varies” “Lack of channel integration” “Want to be more effective at communicating key messages and leveraging platforms for CRM” “Increasing with importance” “Hired a digital media manager” “Would like to better understand the state of the art” “Bandwidth to leverage opportunities” 62 Gratefully received…. But they could have come from anyone anywhere. Business problems must drive social strategy.
  63. 63. Questions Membership health Budget for social marketing and content management Growth goals Recruitment 63 My questions for you regarding the evolution of your associations: What keeps you relevant? What’s your vision? What’s the total membership size compared to online participation? Is membership size a concern? How do you recruit new members? What are your goals for the future? How specifically do you add value?
  64. 64. 64
  65. 65. Quotes from “detective” work “No offence, but the barrier to social media is so low. Everyone’s an expert.” 65 “We are the last big industry to change.” “The sales reps are the most resistant to change [and technology]. It’s a very competitive space and there’s a lot of job insecurity. The average sales rep is 20 years older than the average customer.” “The sales reps are the most resistant to change [and technology]. It’s a very competitive space and there’s a lot of job insecurity. The average sales rep is 20 years older than the average customer.” “Our industry has historically been a B2B space, but we’re increasingly showing B2C characteristics.”“We’re a member, but don’t interact a lot [with association]. We’re so big, we’re largely self-sufficient.” “Our industry has historically been a B2B space, but we’re increasingly showing B2C characteristics.” “I learn a lot from looking at “play” in other industries.”
  66. 66. Discussion 66
  67. 67. Graphic from http://worrydream.com/ABriefRantOnTheFutureOfInteractionDesign/ Different types of members will have different types of needs – how can we build social tools that address specific challenges?
  68. 68. Strategic Themes Mapping meaningful content to connections (Through social data & our extensive human experience) How can we be more relevant? Defining our comfort zones (How much do we want to share?) Social integration (Website + email + mobile + social platforms + …) 68 Because technology can do almost anything now. We should assume anything is possible. So if anything is possible, what would actually be useful to us? http://theloyaltyawards.com/wp- content/uploads/2013/05/TheloyaltyAwards2013shortlist.pdf Need strong vision Define association challenge Mapping membership behaviours and characteristics Distilling how you support and how you add value How to build loyalty Exploring how technology can enable you to do this Socializing the value Honest discussion about resources, willingness to invest / share learnings

Notas do Editor

  • The Web was designed to be social, but the emergence of walled gardens like Facebook have distorted and mutated the vision so we now isolate “social” within our digital investment.
  • http://digiday.com/brands/turn-the-social-media-manager-grows-u/

    Not long ago, the mention of a “social media manager” would evoke a 20-something fresh out of school, always connected to the social Web. She was handed the job because she grew up immersed in all things digital, was vaguely hip and the management rarely took that Twitter stuff all that seriously anyway. But times have changed.

    “Twenty-something social butterflies with always-on creative minds, mobile connections and a knack for copywriting and Photoshop are still great assets but no longer represent the typical community manager,” said Nathaniel Perez, global head of social at agency SapientNitro.

    “Instead, we are seeing more seasoned, multi-disciplinary professionals, who have embraced digital media from many angles, have a few communication crises or trophies under their belt and work well as true managers across the business disciplines social touches.”
  • Facebook acquisitions by company name
  • Facebook acquisitions by type of business
  • LinkedIn acquisitions by company name


    In terms of membership, US leads with 30% penetration, Canada 26%, Australia 24% and UK at 22%
  • Given the speed at which big “platforms” are making acquisitions – this framework may need updating every six months
  • In social, in digital, in marketing
    Need to have a point of view on the future…
    ….as well as participating in the present
  • We did a little detective work, made some enquiries, asked around