Download - Socializing the association
Socializing the association
May 15, 2010 by Doug Lacombe, MBA
• Member list/directory • Event pricing • Accreditation/credentials/logo use • Resources, templates • Newsletter/intranet • Job listings • Networking • Business referrals • Social/fun
• Quebec was the last jurisdiction in North America to force margarine producers to ensure that their product could not be confused with butter — at least when it came to colour. Read more: http://www.cbc.ca/consumer/story/2008/07/09/f-margarine.html#ixzz0o12s6rqy
• Possible reactions: – The four Ps
• Price • Product • Place • Promotion
– Regulatory/lobbying
• Social Media Adoption Curve
• educa&on
• observa&on
• broadcast
• par&cipa&on
• rela&onships
• collabora&on
• social media experience • November 2008
• 1-‐way → 2-‐way
• take value → add value
The social media BUMPP
• Brand • Understand • Monitor • Policy • Participate
• Database examples • Dave Fleet’s guide • General internal policy considerations “PAST RICE”:
– People – Access – Secrets – Tone – Real job – Identity (voice) – Consequences – Existing policies
• Will need an external policy too (what is allowed on an IABC discussion forum, for example)
Strategic framework
People New prac77oners: • Marke7ng • PR, marcomm • Adver7sing • Internal
Objec7ves Migrate new grads from student membership to post-‐grad membership to full membership by showing value
Strategy Provide early career tools as “loss leader” such as templates
Technology Build a “star7ng your comms career wiki” and pre-‐populate as much as possible with IABC branded templates, pitch on boNom, encourage upload of other templates
Questions?
Doug Lacombe [email protected]