Sunday, December 30, 2012

SCDdaily's Readings of the Week for Association Executives

These articles might help you through boring holiday football games!

A 12 Word Social Media Policy 
By Maddie Grant via Socialfish

Here is the Mayo Clinic’s 12-word social media policy:
Don’t Lie, Don’t Pry
Don’t Cheat, Can’t Delete
Don’t Steal, Don’t Reveal
5 Visual Content Creation Ideas to Add Punch and Power 
By Shanna Mallon via Content Marketing Institute
When we hear the term “content,” we usually think words. But content marketing is much more than that. Visual content, in fact, is one of the most powerful tools for increasing engagement, shares, responses, and more. What are some easy ways to incorporate visual content into your marketing efforts? Here are five types of visual content marketing that go beyond simple text!
  1. Images 
  2. Videos 
  3. Slideshows and PowerPoint 
  4. Infographics 
  5. Memes
Pricing for Engagement (Link to 3 part series)
By Mariela Mcilwraith via Meeting Change
  • Part 1: Framing the Pricing Picture: Revenue, Risk and Registration: The first article in the series examines issues related to managing financial risk.
  • Part 2: Adopting Better Discount Practices: The second article in the series explores the better use of discounts. 
  • Part 3: Price Check: Member and Sponsor Engagement: The last article in the series focuses on alternative models for two important relationship and revenue streams for meetings: membership and sponsorship.
4 Rules for a Video to Go Viral 
By Joshua Hardwick of ShortyMedia

Not too long ago, I was approached by a company who explained to me that they were looking to have a viral video produced. It didn’t take long to realize that the ideas the company had for the video were far from being the roots to a successful video. As he sat there and explained his ideas (which consisted of text and logos plastered throughout), I quickly realized one thing; he didn’t want a viral video at all, he wanted a promotional video.

Here are four keys to viral videos.
1. It MUST Evoke Emotion
2. It Should Portray Your Brand’s Image, Without Being Overly Promotional
3. You Must Have A Marketing Plan
4. Other Branding/Marketing Efforts Must Be In Place

Is Responsive Design Alone, Enough?  
By Cecilia Satovich via AssociationCentric blog by ResultsDirect

Associations got on board with responsive websites. And while part of me is thrilled (I’ve been pushing for this for over a year), I’m nervous that the appeal of the one-size-fits-all approach allows us to be complacent about the level of service and brand experience we’re providing in mobile. We still need to identify when to enhance the member experience by also providing an app. Deirdre Reid said it best in her post, Twitter Insights from the 2012 ASAE Technology Conference. “A speaker said, ‘Comparing apps to mobile sites is like comparing forks to spoons – it depends on what you are trying to eat.’ Apps do fill specific needs and can’t be ruled out completely.” (FYI – that speaker was fellow RDer Michael Jones).
Look at it another way:
  • When you check your email, do you use an app, or the mobile web server?
  • When you check Facebook, do you use an app, or the mobile website?
  • When was the last time you typed a mobile website in to the browser on your phone?
  • When is a mobile website ever your destination? (I’m guessing only when you’re clicking a link in an email or in social media.)
Responsive websites serve the passive member ... shouldn’t we be serving our active members too? 
Gen Y: Are you getting the whole story?  
If you’re looking to recruit Gen Y online, you’ll need to look beyond LinkedIn. The average LinkedIn user is 43 years old. So, you might not even be able to find us there. Gen Y is populating platforms like Facebook, Twitter, YouTube and Pinterest, but professionally, they’re still bursting with content that needs a home. It’s not surprising that résumés are coming in charts, videos and art projects these days. But Gen Y lives a digital lifestyle, and they want a professional persona online as well. 
Perhaps will help, a new platform where Millennials can curate a professional online image that really sells their strengths in a way they are already familiar with sharing information about themselves. tries to reach a balance between the way people share on Facebook and the desire to create a professional persona online.

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