Sunday, June 10, 2012

Readings of the Week: Six Stories for Busy Association Leaders, CEOs, Professionals

Here are six articles worth your time:

Making Culture More than a Nice Word
On Cisco shared via Maddie Grant
At its essence, collaboration is about working together to accomplish a common goal. You can buy all of the latest and greatest tools – and yes, by the way, we have the latest and greatest – but without an organizational culture that supports collaboration, it’s a lot like giving a fish a bicycle. Or a school of fish a fleet of bicycles. Or parachutes to snakes. Or Post-It notes to squirrels.
The Myth of Potential: 5 Ways to Develop Talent
From Joel Garfinkle via Ascent Management
  1. Give employees time to focus.
  2. Promote the value of learning.
  3. Ask lots of questions.
  4. Give frequent, specific feedback.
  5. Treat failure as an opportunity for improvement.
How to Monitor Your Social Media Presence in 10 Minutes a Day
This is an excellent 24-page ebook prepared by HubSpot’s Rebecca Corliss. It provides practical tips and tools to help you monitor what is being said about your association. Remember: it is only the monitoring portion.

Seven Levers to Increase Membership Recruitment
From Tony Rossell at Marketing General on what to do if your association seeks new members:
  1. Enhance the Value of Membership.
  2. Deploy Market Penetration Pricing.
  3. Increase Volume (Quantity) of Recruitment Efforts.
  4. Add New Marketing Channels.
  5. Test New Lists, Offers, and Creative.
  6. Expand to Related or Ancillary Markets.
  7. Increase the Frequency of Touches to Top Prospects.
Three Steps to Making Your Website More User Friendly
From Ryan Morgan via Marketing Profs: “How long do users stay on websites? According to usability expert Jakob Nielsen, "not very long." In an age of information overflow, user experience can be the key factor that determines whether visitors get the information they need from your website.”
  1. Analyze the content.
  2. Look at the layout. Consider responsive design (CSS) to ensure it “works” on multiple platforms (computer, tablet, smart phones, etc.)
  3. Run a few tests.
Seven Ways to Make Sure Your Blog Gets Noticed
A Guest Post By Elisa Batista, Donna Norton, and Monifa Bandele from Momsrising.
Have to admit I had never heard of a “blog carnival” (a series of blog posts related to one theme) but I’m intrigued to think about how associations might use it as a marketing tool!
  • Lesson #1: Publish compelling content that will appeal to your target audience.
  • Lesson #2: Identify and use high-trafficked #hashtags on Twitter that resonate with your target audience.
  • Lesson #3: Ask partners and allies for help in disseminating your blog.
  • Lesson #4: Leverage co-workers and personal contacts for additional pushes.
  • Lesson #5: Craft those thank you notes!
  • Lesson #6: Use any coverage of your topic in traditional media outlets to disseminate your blog post.
  • Lesson #7: Continue to search for opportunities to promote your blog post.


  1. Useful information. I like your tips of website or blog maintenance. thanks for sharing.

  2. Thanks. Glad the readings are helpful.