Monday, February 11, 2013

6 awesome reads for Association Executives

Union Membership Drops: What Associations Can Learn 
By Ernie Smith via Associations Now

While many unions had outside factors play into the steepest membership drops seen in decades, there may be some important things to learn from the situation.  What can associations learn? Some key facts:

  • The economy’s drag
  • Key demographic weaknesses
  • Are members engaged

Oreo Wins the Super Bowl Newsjacking Game 
By David Meerman Scott via WebInkNow

At the Super Bowl last night, the power at the New Orleans Superdome went out for 35 minutes. It took just seconds for people to start talking about #BlackoutBowl and less than five minutes for brands to start Newsjacking the story.  This newsjack from Oreo succeeds because it was fast, its witty and fun, its non-controversial, and it ties back to the brand and its messages.  Newsjacking gets attention. Oreo spent many millions of dollars running television ads during the Super Bowl. But on a cost per view basis, newsjacking generated a much, much bigger ROI.

Why presenters need to incorporate audience engagement   
By Adrian Segar via Conferences That Work

Think back on all the conference presentations you’ve attended. How much of what happened there do you remember?  Be honest now. I’m not going to check.  Nearly all the people to whom I’ve asked this question reply, in effect, “not much”. This is depressing news for speakers in general, and me in particular as, since the publication of Conferences That Work: Creating Events That People Love, I have been receiving an increasing number of requests to speak at conferences.

12 Reasons the Future Belongs to the Writer  
By Robert Bruce Via

  • Headlines create reality, people just live in it.
  • The world can’t get enough cheese.
  • Stories sell a lot of wine.
  • Traditional advertising is over.
  • 10,000 short scripts need writing.
  • Presentation slides have gone mainstream.
  • Hollywood is desperately seeking something.
  • The death of traditional real estate marketing.
  •  Bags need extensive world travel.
  • Politicians need re-electing.
  • Words drive the commercial, artistic, and personal web.
  • We all need to reach out and greet someone.

Experience Marketing: Are Associations Ready to Play?  
By Deidre Reid via Avectra blog

Patrick Hanlon at Forbes explains: “The objective is to create an experience that is so engaging and relevant that brand loyalists talk about it on social media, post photos, and assume some of the brandwork of creating a consistent presence.” According to Hanlon, experience marketing is “growing faster than the economy—from 3.6 percent in 2011 to an industry forecast of 7.8 percent growth in 2012.” Experience marketing is the latest attempt by brands to capture attention and nurture loyalty amidst all the advertising, social media, and content marketing that floods both our real life and online worlds.  Associations have been in the relationship business a long time, but now we have a lot of competition – competition with deep pockets. We need to play our ‘experience’ card more than ever. Anyone with a decent budget can provide news, information, education, and even networking opportunities to your members. What will set your membership experience apart and above the competition?

The Liquor Store Model for Social Media Marketing Success  
By Becky McCray 

I really do run a liquor store in a small town, and it really is a useful model for how all businesses could behave online. Because my store is in a small town, I've always dealt with instant communication among my customers: If we burn one customer, he can go down to the coffee shop and spread the word all over town in short order.  Pretend you are the owner of a small-town store. Build a little storefront in your mind. Stock it with all the things your business sells. Put your products and services in boxes, and put the boxes on shelves. Put yourself in a storekeeper's apron, and walk right in there. Look around. Make sure it feels like a great place to shop. Keep that image firmly in your mind.  Becky provides 8 steps you should consider.

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