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2010 Technology Conference & Expo
Make Your Online Community Thrive
December 14, 2010 ▪10:30 – 11:45 a.m.
Heather McNairVice President, Marketing and Social Media
AANAC
About me…
Marketing – 15 years Love technology (First job – launched
department store’s first e-commerce website) MGMA – Member retention → member
benefits → community manager AANAC – Marketing and social media
About MGMA…
Medical Group Management Association Individual membership organization for
professionals who run medical practices 20,000 members Community launched in August 2008
About AANAC…
American Association of Nurse Assessment Coordination
IMO for nurses and nurse leaders in long-term care
Listservs transitioning to community in January; full community launching in Spring 2011
About you…
Have you launched a community? Yes We’re in the process We’re thinking about it Not at this time
What challenges are you facing? What are you hoping to learn today?
Overview
Community supports events/events support community
Community supports members Community supports staff/
staff supports community Volunteers support community/
community supports volunteers What I’m doing differently the second
time around
Community → Events
Create online event-specific communities six weeks beforehand
Promote it as a benefit of attending – extended networking/learning
Keep it live for several weeks after the conference
Community → Events
Use it for all of your attendee communications
Create a posting schedule Get staff/committee members involved Get speakers involved Use the corresponding library for handouts
Events → Community
Member community lounge Informal one-on-one training Giveaways Professional photographer Get people used to the
platform
Profiles → Members
Messaging is key: a complete profile helps others find you
Simple incentives work! Amex gift card iPad Conference registration
Cross-promote it everywhere Profile meter
Community → Staff
Committee/workgroup communities help staff disseminate and gather info
Constant feedback and business intelligence source
Create a staff-only community
Staff → Community
You have subject-matter experts on staff – use them!
Get marcom and other departments to publish community content elsewhere
Metrics on balanced score card
Volunteers → Community
Identify champions Train volunteers on technology Train volunteers on terms of use Help them prepare a list of seed questions Feed them information to post Make sure they’re “first to know” on
upgrades
Community → Volunteers
Community moderator/ champion recognized as a volunteer position
Digital ribbons on profiles Consider paying
subject-matter experts…maybe
What I’m doing differently this time…
How-to materials in several formats Involving large staff team from onset Testing with large beta group Phased roll-out Launching a more mature product Heavily involving volunteers/champions from
the beginning
What I’m doing differently this time…
Communicate, communicate, communicate Never stop the “launch” campaign Create a special community for new members And/or add all members to a community Don’t shy away from controversy – it gets
people talking
Contact Information
Heather McNairVice President, Marketing and Social MediaAmerican Association of Nurse Assessment [email protected]
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