ALC The Art of Chapter Leadership

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ALC The Art of Chapter Leadership

• Harnessing Web 2.0 Strategies for Chapter Growth

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This is not an Introduction
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Technology Problem

• Proprietary non-scalable website
• Little to no process automation
• Not content or user focused
• Data and processes were siloed
• Committees and SIGS setting up independent Yahoo
  groups
• No reporting
• Each chapter process has a different technology

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Technology Timeline

• November 2006 RFP for new site website
• February 2007 - start website migration
• July 2007 - launched website
• September 2007 annual conference
• December 2007 new navigational structure
• January 2008 - implement Google analytics
• February 2008 - implement Google apps
• March 2008 launched facebook, linkedin,
  twitter
• April 2008 general meeting session on social
  networking

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Session Goals

• Demographics and trends that make technology
  critical
• How to leverage technology for member engagement
  and growth
• Strategies for implementing new technology
• How to optimize website for increased traffic

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Session Goals

• Demographics and trends that make technology
  critical
• How to leverage technology for member engagement
  and growth
• Strategies for implementing new technology
• How to optimize website for increased traffic

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Why do YOU think this is important?

• Lets go to the chat room
• A chat room is a place where conversations occur
  online in real time among a small group of
  participants
• Take a minute to reflect on the demographic
  information presented and share your thoughts on
  what it means for your chapter
• Then select a chat room chief and report out to
  the main group (newest laptop)
• 6 minutes

Format this 'timeshape' box as desired
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Social Network Unique Visitors
Demographic Profile of Visitors to Select Social
Networking Sites Percent Composition of Total
Unique Visitors
http//www.futuremajority.com/node/79
http//tomuse.com/2008/05/24/social-networking-dem
ographics-who-has-smartest-and-wealthiest-users/
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Social Network Usage
My Space
Facebook
LinkedIn
Flickr
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30
40
50
Rapleafs figure percentage of social network
users across all ages
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Session Goals

• Demographics and trends that make technology
  critical
• How to leverage technology for member engagement
  and growth
• Strategies for implementing new technology
• How to optimize website for increased traffic

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Web 2.0 musings

• How often do you go to your chapter website?
• How often do your members go there?
• How often do you send email communication to
  members?
• How often do they read them?
• How do you market your events?
• How effective is your marketing?
• What is the most effective way to spread a
  message?

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Member Engagement and Growth

• Engagement
• Volunteering
• Social media Web 2.0 technologies
• Growth
• Attracting and recruiting new members
• Infrastructure to support ongoing chapter
  functions

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Member Engagement and Growth

• Engagement
• Volunteering
• Social media Web 2.0 technologies
• Growth
• Attracting and recruiting new members
• Infrastructure to support ongoing chapter
  functions

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Web 2.0

• Organization-centric ? Visitor-centric
• Genuine member of communities
• Its about letting the visitor choose
• Web 2.0 conversations that engage people

http//leverwealth.blogspot.com/2008/05/statistics
-that-say-you-must-take.html
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Online Behavior is Changing

• Web accounts for gt30 of media time (1)
• Online is becoming the medium of choice
• 1 medium among under 30 (2)
• 15 million seniors online (growing fast)
• 50 of online time communitainment
• Community, Interaction, Entertainment
• Enabled by Social Media
• (1) Credit Suisse, 2006
• (2) Forrester 2006

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ASTD Houston Networking Vision

• All members can participate and actively network
  in a community that is supportive of their
  professional development and growth
• Members can network in the way that is most
  suited to their preferred style
• Members can gain value regardless of the amount
  of time they have to devote to networking
  activities
• Chapter resources will be devoted to educating
  members on the most efficient way for them to
  participate

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Social Media

• Blog (changing, written by anyone, verified or
  non-verified content, green, participative,
  collaborative, not controlled, free, mixed media)
• User-generated video (professionally produced or
  amateur)
• Streaming video, mobile devices
• Streamed on the Web (amateur or professionally
  created)
• Digital photos on the Web

• e-Zine, electronic newsletters, e-mail
• Wikipedia
• Tagging, social bookmarking
• Online people/business search
• Text message, chat, microblog
• Podcast

Brandon Hall
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Learning Communities
Career Transition SIG

• Learning communities, on the other hand, refer
  to groups of people who aim to mutually assist
  each other in learning a subject.

Coaching SIG
E-learning SIG
ASTD Lunch and Learns
CPLP Study Group
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Social Networking

• The term social networking refers to a
  technology and requires an architecture of
  participation, that is, an infrastructure that
  supports and gives life to online communications
  and collaboration.
• Social networking applies to five types of
  technologies
• Source Brandon Hall
• Communication (IM, e-mail, SMS, Twitter)
• Collaboration (Google Apps, Thinkature,
  Slideshare etc.)
• Experience Sharing (blogs, photo albums, shared
  link libraries such as del.icio.us, etc.)
• Relationship Management (LinkedIn, Ning, Facebook
  etc.)
• Metaverses and Virtual Worlds (Second Life and
  others that allow immersive experiences in real
  time and 3D)

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Create your personal learning environment - PLE

• Your personal learning environment is what you
  use to manage your professional and personal
  development.
• We use professional examples, but this applies
  to personal interests as well (religious,
  hobbies, politics)
• Information overload is a fact of life (TV,
  Email, Blackberry, Text Messaging, Phone)
  therefore, it makes sense to use technology to
  filter whats important to YOU.
• The funnel is a good analogy

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Strategy
The things we plan to do and sometimes, more
importantly, not do to achieve a specific goal
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Social Networks
Begin with the end in mind
http//www.touchgraph.com
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Russell (1995)
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ASTD Houston Social Strategy

• Leverage socially oriented website (Tendenci)
• Profile management
• Member connections
• Photo sharing
• Widget sharing
• Podcasting
• Blogs and articles
• Links to associated networks
• Comments and ratings
• RSS Feeds

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Strategy Continued

• LinkedIn
• Groups
• Discussion
• Post Articles
• Ask Questions
• Twitter
• Broadcast news interactively
• Hold real time conversations
• Real time blogging of events
• Facebook
• Post events
• Discussion
• Articles
• Sharing photos

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Why swim up the stream?
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ASTD National Social Network Strategy
http//www.youtube.com/watch?v6a_KF7TYKVc
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Member Engagement and Growth

• Engagement
• Volunteering
• Social media Web 2.0 technologies
• Growth
• Attracting and recruiting new members
• Infrastructure to support ongoing chapter
  functions

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How do YOU think social media can attract new
audiences?

• Lets go to the chat room
• Then select a chat room chief and report out to
  the main group (newest cell phone)
• 6 minutes

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Social Network Tactics
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facebook

• Value to ASTD Houston
• Reach members who might not visit our website
• Promote events to those members
• Provide a forum for those members to share
  experiences
• Functionality Used
• List expertise, needs, interests
• Moderate discussions
• Groups and events
• Work Light provides secure Facebook sharing for
  corporate and non profit organizations

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Why facebook groups?

• More than 100 million active users
• Facebook is the 4th most-trafficked website in
  the world (comScore)
• Facebook is the most-trafficked social media site
  in the world (comScore)
• Over 55,000 regional, work-related, collegiate,
  and high school networks
• More than half of Facebook users are outside of
  college
• The fastest growing demographic is those 25 years
  old and older
• Maintain 85 percent market share of 4-year U.S.
  universities
• No. 1 photo sharing application on the Web
  (comScore)
• More than 24 million photos uploaded daily
• More than 6 million active user groups on the
  site
• Over 24,000 applications have been built on
  Facebook Platform

Facebook comScore August 2008
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facebook
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LinkedIn

• Value to ASTD Houston
• Reach members who might not visit our website
• Allow members to connect more easily with
  colleagues
• Promote discussion and knowledge sharing among
  members
• Functionality Used
• Groups
• Discussion
• News Posts

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Why LinkedIn groups?

• Personal
• Maintain network connections
• Expose unknown connections 3 levels down
• Leverage network based on industry vertical and
  horizontal bands
• QA access to experts across all areas of
  expertise
• Organizational
• Groups to associate people based on interest and
  membership
• Discussion forums to access opinions and
  expertise sharing

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Current Statistics

• In 2008 LinkedIn grew more than 20 percent
  month-over-month to 9.5M unique hits.
  Year-over-year, that represents 77 growth for
  Facebook, and 187 for LinkedIn, respectively.

Nielson July 2008
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LinkedIn
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Twitter

• Personal
• Share information in 140 characters or less
• Become a guru in a topic of your choice
• Create opportunities by paying it forward
• Organizational
• Add value by distributing information to
  followers
• Event reminders
• Seek candid feedback from members

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Twitter
Follow us at http//twitter.com/ASTDHouston
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Marketing Widgets
http//sproutbuilder.com/
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Cool trick Update all sites at once
http//mashable.com/2008/09/23/minggl/
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Member Engagement and Growth

• Engagement
• Volunteering
• Social media Web 2.0 technologies
• Growth
• Attracting and recruiting new members
• Infrastructure to support ongoing chapter
  functions

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What are some of the functions YOU would like to
automate for your chapter?

• Lets go to the chat room
• Select a chat room chief and report out to the
  main group (tag cloud)
• 6 minutes

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Chapter FunctionsMembership ModuleCorporate
MembershipsDirectoriesJobsPress ReleasesEvent
modulePhoto AlbumsNewslettersCommitteesSponsor
donationsMerchandise storePersonal ProfilesSN
Identity LinksForumsSurveysBallotsCourse
moduleRatings and commentsExtensive Reporting
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Site Map
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Article Submission
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NewsletterGenerator
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Content Tracking
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RSS Feeds
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Session Goals

• Demographics and trends that make technology
  critical
• How to leverage technology for member engagement
  and growth
• Strategies for implementing new technology
• How to optimize website for increased traffic

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Optimizing the sites for increased traffic
SEO Optimization
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Site Keywords
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Are you blacklisted?
http//tool.motoricerca.info/spam-detector/
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What Does the Spider See?
http//www.webconfs.com/search-engine-spider-simul
ator.php
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Google Analytics
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What challenges could YOU face in implementing
technology in Your chapter?

• Lets go to the chat room
• Select a chat room chief and report out to the
  main group (RSS)
• 6 minutes

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Challenges

• Culture compatibility
• Gaining audience critical mass
• Maintaining attention momentum
• Keeping content fresh
• Integrating into processes
• Ongoing value assessment

http//davefleet.com/2008/10/social-media-outreach
-wont-work-for-everyone/
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Recap Takeaway Tips

• Assess needs/preferences of your audiences
  organization temperature
• Experiment yourself and learn
• Work within organizations limitations
• Accept transition (its messy)
• Align efforts with organizational goals
• Use the right tools for the job
• Champion effective communications first social
  media tools, second

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In Closing

• Social media is not the holy grail or a panacea
  for all ills
• but it is a powerful force that WILL impact your
  organization
• Take a pragmatic approach that incorporates
• Strategy
• Analytical rigor
• Creativity
• Common sense