Speakers
Membership Strategy
McKinsey called community the “big idea” in marketing for the decade and there are many reasons why ‘online community’ has become so much more than a buzzphrase for member associations.
But getting the ingredients right for successful online communities requires blending art, science and most importantly, effort.
This session highlights member organisations generating value from placing community at the heart of their member offering. But it also acknowledges and addresses challenges around setting up and resourcing member communities.
We address the governance and data trade offs that associations make when using ‘free’ platforms (WhatsApp, Facebook, LinkedIn etc.) and the impact on member data, GDPR risks and other governance challenges. And we look at some of the private community platforms being used by member organisations.
Whether you have existing online communities or plan to create them, you’ll leave the session understanding how to create optimal online community conditions for different member types. You also have a framework to launch, create and sustain engaged and valuable long term member communities.
Session format:
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Michelle Goodall is a community strategy, marketing and communications leader focused on community building, community led growth and community based marketing. She is a recognised leading specialist, speaker, trainer and lecturer with 25 years experience in a mix of consultancy, agency and in-house roles. Co-author of Community Based Marketing (CBM) Best Practice Guide and creator of The Periodic Table of Community Strategy.
Michelle has also lectured in Community Strategy at Manchester Metropolitan University. Michelle has worked with clients in multiple sectors, industries and countries building thriving communities and networks that deliver results for organisations, brands and businesses in multiple sectors across the world.