SHRM VOLUNTEER LEADERS SUMMIT 2015 NOVEMBER 19 21

SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19 -21, 2015 | WASHINGTON, DC WEBCAST – MARCH 20, 2015 Jon Decoteau SHRM-SCP Super Mega Meetings Divisional Director 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What we want to do together… • Clarify why we are here and why is it different • 90 second SHRM Update • Engage in a senior to senior level conversation with SHRM Marketing and MGI • Leverage that information, your experience and Design Thinking to build a plan focused on membership These two session are interactive and intended to help you build/augment your 2016 plans. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The 90 Second SHRM Update 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19 -21, 2015 | WASHINGTON, DC WEBCAST – MARCH 20, 2015 Lisa Diener Jason Gudenius Director, Marketing SHRM Senior Account Director Marketing General Inc. Super Mega Chapters 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Presenters Today Lisa Diener Director, Marketing SHRM 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Jason Gudenius Senior Account Director Marketing General Inc. (MGI)

Super Mega Chapters are Unique 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Decision to Join: Why Join? WIIFM 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Decision to Join: Value Proposition “The message. . . is that no company can succeed today by trying to be all things to all people. It must instead find the unique value it alone can deliver to a chosen market. ” Treacy and Wiersema, The Discipline of Market Leaders, page xiv 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Decision to Join: Research Source: MGI 2015 Membership Marketing Benchmarking Report 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Decision to Join: A “Push” Product What is a push product? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Creating a Sense of Community The top people reason for joining an association is professional networking. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Marketing Funnel and MGI Membership Lifecycle 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What has the most impact on marketing success? Lists/Data Offer 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Creative

What is Working In Membership Marketing DATA is the most important thing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Multi-channel programs 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Opt-in email has expanded possibilities 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Prospects reading communication are likely to join 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Offers work. Discounts Research reports Collections of articles/ book chapters 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Messaging/Content 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing? Have a budget – members are an investment! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What does not work for Membership Mailed Brochures Postcards The shiny new object 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What does not work for Membership Email only programs 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Find what works and do it more efficiently 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19 -21, 2015 | WASHINGTON, DC WEBCAST – MARCH 20, 2015 Peggy Hoffman, CAE President, Mariner Management Mapping the Prospects Join Decision: Building a Recruitment Strategy 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

CJM = Focusing on the member’s journey • tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship • talks about the user’s feelings, motivations and questions for each touchpoints - key interactions with the organization • provides a sense of the customer’s greater motivation. . . what they wish to achieve, their expectations of the organization Adapted from Paul Boag, All You Need To Know About Customer Journey Mapping 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT Source: Smart Cities, A guide to using Customer Journey Mapping

Source: @dougdevitre 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

If searching for an HR answer, what’s their journey? If we want to drop the bread crumbs, how do we intersect? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Interesting to know … • Gen Xers most frequently cite cost when not joining; looking for the ROI • Millennials lack of joining is largely a lack of awareness compounded by not being asked • 3 top drivers for joining – quality of the research-based content, the ability to attend conference or event, and organization’s prestige – matter less to Generation X and Millennials Source: Wiley Membership Survey, http: //exchanges. wiley. com 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Who is the prospect? What is the prospect’s goal? What traditional & nontraditional marketing channels can we use? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What’s your most successful recruitment story and why? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

If searching for an HR answer, what’s their journey? If we want to drop the bread crumbs, how do we intersect? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Before each step … what did the prospect do, where were they, who did they interact with? Right after each step … what will the prospect do and with whom do they connect? What are the steps in an HR professional’s decision to join? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT