Monday, June 24, 2013

5 Reads for Association Executives & Marketers

Why You Shouldn’t Create a Newsletter (and What to Do Instead)
By Jon Morrow via Boost Blog Traffic

If you’re publishing a newsletter, you’re potentially missing out on thousands of new subscribers, strangling growth by word-of-mouth, and depriving yourself of feedback from your readers, provided on a regular basis at no cost whatsoever to you, telling you exactly what you’re doing right and wrong. Newsletters are stuck in 2005. For the most part, they’re still a one-way street.

Yes, some newsletter publishers give you digital archives and buttons to share past issues, but are your readers using those features? Nopers. They just forward the newsletter to somebody they think might like it.

How To Moderate a Panel Like a Pro 
By Scott Kirsner via HBR Blog Network

The panel discussion was invented by someone who liked to sit three feet above his audience, talk with five of his closest friends for an hour, and barely acknowledge that there are 100 other people in the room, usually sitting in uncomfortable chairs. Here are 11 guidelines for improved panel discussions:
  • Don't prep with your panelists. 
  • Sit with your panelists. 
  • Moderators can't also be panelists. 
  • No slides.
  • State your objective at the outset.
  • Never let the panelists introduce themselves.
  • Involve the audience within the first five minutes.
  • Don't go down the line every time.
  • Invite panelists to ask each other questions.
  • Don't ask panelists for "one final thought."
  • You are an airline pilot. It's your job to land this baby on time. 
Brand Reputation Management: Your Seven-Point Game Plan
By Lorna Walkden via

Most credible organizations have always taken their reputation seriously. It used to be called PR and word-of-mouth marketing. However, the arena has changed fundamentally since then. User-generated feedback via social sites and review networks is now commonplace, and such instant feedback means new challenges and opportunities for every business. Here are seven key areas you should address:
  • Search engine dominance
  • Brand monitoring
  • Social media PR
  • Reviews and recommendations
  • Customer service and culture
  • Negative-PR management
  • Brand advocacy
Anticipatory Governance: Winning the Future 
By Leon S. Fuerth with Evan M. H. Faber

The Project on Forward Engagement offers a three-part strategy for enabling policy makers to cope with accelerating change and complex challenges. Rather than relying on crisis management, anticipatory governance creates a structure for information collection and analysis that is long-ranged, strategic, mission-focused, holistic, and connected to policy making that gets us ahead of events.
  1. Foresight-Policy Integration
  2. Networked Governance 
  3. Feedback for Applied Learning
Free Burritos!… And Other Advertising Sales Tips 
By Katie Bascuas via Associations Now

Christopher Ware, vice president of business development at NAIOP, the Association for Commercial Real Estate, presented these five tips at the Association Media & Publishing Annual Meeting. The five tips are:
  1. Offer a gift (as in Free Burritos).
  2. Six degrees of separation: cold calls are dead.
  3. Top 10 lists. 
  4. Shorten your emails to the size of a smartphone screen. 
  5. Practice the art of pricing.

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