Monday, November 19, 2012

Napster, New Yorker, Freeloaders & 4 Other Articles for Association Executives

Napster, Udacity, and the Academy 
By Clay Shirky
Using what MP3 and Napster did to the music industry as an example, Shirky talks about the upcoming evolution/revolution within education in the form of MOOC (Massive Open Online Course). Shirky says that last year Stanford’s Peter Norvig and Sebastian Thrun offered Introduction to Artificial Intelligence, an online course that attracted 160,000 potential students, of whom 23,000 completed it! While Shirky focuses on the potential disruption to “traditional” education, associations should pay attention to what this all means to nonprofit organizations.

What The New Yorker Magazine Can Teach You About Content Marketing that Works 
By Demian Farnworth via

Interesting piece ... especially for associations and association communicators who focus on “short-form” content. The long-form story (“epic content” in the Copyblogger vocabulary) is The New Yorker’s unmovable anchor in the rough seas of magazine publishing. A monument to good writing. A reason that people are willing to scale a pay wall.
By Joe Rominiecki via AssociationsNow

There’s a lesson to be learned (from Facebook) for associations here as they consider their membership and business models:
  1. Don’t follow the classic Silicon Valley business trajectory of “build a customer base and then figure out a business model later.”
  2. Or, if you do follow that model, treat your freeloaders with care.
Most associations have a mix of free and paid products. Commonly, they offer either content, events, or membership for free and then try to funnel people toward paying for the other two. Or they might offer two for free and make money off the third. And then there’s advertising and sponsorships, which can generate revenue if the association’s audience is large enough or highly desirable.
From Monica Bussolati via Bussolti.

This ebook builds upon the tenets of the Content Marketing Manifesto, which separate those who achieve greatness with their content from those who just create content, no matter how “great” it may be. It provides 11 Tenets of Content Marketing.

Three More Reasons Why Your Conference Should Leverage Social Media 
By Jeff Hurt via Velvet Chainsaw’s Midcourse Corrections

Silos belong on farms, not your conference strategic plans. Unfortunately, most of us are familiar with the traditional company departmental silo model. As is your conference planning process! We work, live and breathe in silos on a daily basis. Social Media Streamlines Silos: So it is with social media. It is often compartmentalized into one departmental silo although it actually crosses all departments.

Mobile Strategy: One App, or Many Apps? 
By Cecilia Satovich via AssociationCentric blog by ResultsDirect

As associations ponder their mobile options, a frequent question I get asked is, “Should we look for one app that represents our association? Or multiple apps? Which is better?” 
The argument goes something like this:
  • Pro “one app” guy – “You should do one app so members don’t have to download multiple apps, and it’s all there in one place for them. I didn’t know that X group had this other app once, and I missed it.”
  • Pro “multi app” gal – “That’s silly, I have 6 Google apps on my phone and love them all. Multiple apps is the way to go because then each app specifically does the one thing I need from it.”
Sound familiar? Many people will tell you their personal opinion, based on whatever their personal experience is. Is that how you should define your strategy? (Just Say “No.”)

Three Principles for a New Membership Architecture in the Networked Age
By Anna Caraveli via The Demand Perspective blog

The trends he sees should have a disturbingly familiar ring to those of us working in the association and other knowledge service sectors. Has anyone ever heard of: Declining interest and attrition? Members who dutifully pay dues but come together in member-driven, informal networks outside the structured association framework, to pour out their real worries and solve their problems? Member groups organizing on LinkedIn and drawing more participation than many of the association’s organized activities? Member-driven innovations, tools or content made available for free on the Internet? It looks like the fixed, passive, provider-centric model of conventional content and service delivery in many membership organizations is increasingly at odds with the way people today communicate, learn, collaborate and organize to solve problems.

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