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Transforming Membership in "The Age of I"

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"The Age of I"

While people want to be respected for their individuality, they also want a feeling of belonging to a meaningful Membership Community.

Signing In vs Signing On

Signing In is a behaviour – anyone can register or enroll. Signing On creates pride of belonging to the Membership Community. People do not just want to log in. They want to link up. They want a relationship.

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The World of Now

"One-Think Decision-Making" creates Meaningful Membership as people expect to be satisfied in nanoseconds.

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If brands do not deliver on their promises quickly, perceptions of quality, leadership and trust can be damaged.

Measuring The Value of Meaningful Membership

Membership communities have a commercial purpose for the brand as well as a personal social purpose for the member.

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Enhance a member’s Personal and Social Identities: help them belong while respecting their individuality

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Humanize Personal Involvement: design ways in which the member can be involved with your brand within the community

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Build a Membership Mindset Corporate Culture: taking engagement one step further to corporate membership – associates

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Move members up the Loyalty Ladder: make sure that the membership experience is designed to encourage each potential loyal member to move up to true branded membership loyalty

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Ensure trustworthy dialogues and behaviors within the Membership Community and with the brand: be credible; have integrity; do the right things in the right way with the right people for the right results

The Essentials for Building Membership Communities

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