The second workshop for Membership Mastery was held in Sydney and provided a further opportunity to discuss marketing strategies for membership retention and recruitment.
Discussion within the Sydney workshop focused largely on social media integration, including the ability to connect websites with social media tools. This provides a base level of communication while ensuring a consistent message across a website and tools such as Facebook and Twitter.
Social media networks provide an opportunity to engage members and to facilitate discussion. Engaging members assists retention but also encourages word of mouth referrals. The online sharing of content is the equivalent to word of mouth recommendations and members should be encouraged to share messages from an organisation. This approach also helps ensure that messages are consistent when being distributed via members.
Social media is one marketing tool that should be considered when developing membership recruitment and retention strategies. It is important to reinforce social media with other communication tools to increase the impact and reach of an organisation. An integrated approach should use the right marketing tools to reach the identified target market, this may be a combination of offline and online channels.
Great feedback was received from Membership Mastery and I would like to thank the participants for their input and discussion.