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 doug@communicatto.com