In a recent panel discussion, industry experts Amy T and Meg Eberle, moderated by Michael H, delved into the changing dynamics of member engagement and the impact of user-generated content marketing. This conversation sheds light on how organizations can adapt their strategies to build stronger member communities and leverage content created by their own members.
Historically, associations served as the primary repositories of information, focusing on education, research, and networking. However, as Amy T points out, the advent of the internet has democratized information access, necessitating a pivot for associations. “Associations need to pivot and become communities,” she states, emphasizing the importance of exclusivity and shared values in maintaining relevance. In this new paradigm, associations are redefining their roles by fostering deeper connections among members and creating a sense of belonging that goes beyond mere information exchange.
A significant aspect of this shift is the embrace of user-generated content marketing. Meg Eberle highlights the positive feedback received from incorporating member-created videos into their marketing strategy. “People are really becoming so much more comfortable with video as a format,” she notes. This comfort with video content, partly driven by the prevalence of virtual meetings, has translated into increased pride and engagement when members see their contributions shared on social media platforms.
The value of user-generated content extends beyond just member satisfaction. Amy T observes that incorporating member stories into marketing materials not only boosts engagement but also provides measurable benefits. “We see higher open rates on emails when we use video,” she explains. This data-driven approach underscores the effectiveness of integrating authentic member voices into promotional strategies.
While user-generated content offers numerous advantages, the panelists also recognize the continued importance of high-production videos for certain contexts. Meg Eberle describes a balanced approach: “We have high-level brand campaigns where we use big production teams, but we also need content that speaks directly to specific personas.” This dual strategy ensures that organizations can leverage both polished, high-production content for major campaigns and authentic, co-created content for more personal engagement.
Amy T adds that smaller organizations often rely on co-created content for day-to-day interactions, reserving high-production videos for major events like annual conferences. “Associations were built by members for members,” she explains, underscoring the value of member-to-member connections facilitated through user-generated content.
The discussion also highlights the relational benefits of co-creation. Michael H articulates a belief held by Gather Voices that co-creating content with members not only generates valuable marketing material but also strengthens relationships. “The person who is listened to feels more connected and more ownership over that relationship,” he explains. This connection fosters loyalty and enhances retention, as members feel more integrated into the organization’s mission and community.
Amy T and Meg Eberle both agree with this perspective. Amy T notes that asking members to share their stories demonstrates their value and fosters greater engagement. “Just asking someone to share their story shows that what they have to say has value,” she observes. Similarly, Meg Eberle finds that sharing member content validates their expertise and contributes to a sense of belonging within the organization.
For organizations considering a shift toward co-created content, both Amy T and Meg Eberle offer practical advice. Amy T suggests starting internally to demonstrate the value of co-creation to staff before reaching out to a broader audience. “Figure out some of the kinks internally yourself,” she advises, highlighting the importance of refining the process before engaging members.
Meg Eberle emphasizes the need for testing and iteration. “Don’t be afraid to try out a couple of different test cases,” she recommends. By experimenting with different prompts and questions, organizations can identify the most effective ways to engage their members and generate valuable content.
Both experts also stress the importance of appreciation and follow-up. Amy T advises showing gratitude to members who contribute content and sharing the impact of their contributions. “Make sure you’re following up, tagging them when the videos go out, and letting them know the success of the campaigns,” she says. This recognition not only enhances member satisfaction but also encourages future participation.
The panel discussion provides valuable insights into the evolving landscape of member engagement and the role of user-generated content marketing. As organizations navigate this shift, embracing co-created content and balancing it with high-production materials can lead to more meaningful member interactions and enhanced community-building. By adopting these strategies, organizations can foster stronger connections with their members and leverage the power of authentic, member-driven content to drive engagement and loyalty.
