Monday, July 8, 2013

7 Readings for Association Executives


Rethinking Membership As A Global Engagement Model  By Nikki Walker via GrowGlobally.org

For decades now, associations have maintained a very traditional approach towards “membership” and membership dues. However, the time has come for organizations to catch up with the realities of today’s consumer habits and reconsider how and why people around the world engage with organizations. Segmentation, customization and differentiation are key.
  • Members, customers or community
  • Defining value
  • Evolving membership models
  • The trusted source of knowledge
Is There a New Normal for Associations — Not So Much! 
By Michael LoBue via LoBue & Majdalany Association Management 
For years the association community has been treated to passionate claims about how the world has been changing, resulting in a new normal or paradigm shifts and how our organizations will become extinct if we don't change our "membership model," or "give it all away." Do these dooms-day claims have merit? Not according to how the community of associations were actually led and managed over the last two decades! According to the data, the association model is still strong and vibrant and not facing extinction. 

6 Tips to Be a Good Facilitator 
By Danny Beckett Jr. Via Don’t Quit blog

Good Facilitators Are Experts At:
  • Stimulating Discussion
  • Generating ideas
  • Fostering curiosity and excitement
  • Stimulating dialogue
  • Separating neutrality from passivity
  • Producing Outcomes
  • Listening, Listening, Listening
Status Quo Or Strategic Agility?  
By Jeff Hurt via Velvet Chainsaw’s Midcourse Corrections
It takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that. ~ The Red Queen, Through The Looking Glass, Lewis Carroll
  • Change Is Never Easy
  • Developing Strategic Agility
  • Fostering Agile Learners
7 Ways Nonprofits Can Use Video on Instagram  
By Michelle Thai via Media Cause blog
  1. Show Impact
  2. Tell Stories
  3. Inspire and Demonstrate Positive Actions
  4. Teach Something
  5. Let Your Supporters Shine
  6. Obtain Testimonials
  7. Thank Supporters
How Much Content Do You Need? Here’s a Formula  
By Jay Baer via Convince & Convert blog
“How many questions do I need to answer?” The real answer is that you need to answer every question your customers have about you and your category, and that list will continue to grow over time. 

The Formula For Content Marketing Success:
1. What are your personas?
2. What are your buying stages?
3. What questions need to be answered to move to the next stage?

So How Much Content Do I Need?

Essentially, your initial list of questions can be generated using this formula:

Number of Personas X Number of Buying Stages X Number of Questions in Each Stage = Number of Questions You Need to Answer

The History of Advertising: How Consumers Won the War for Their Attention 
By Jay Acunzo via HubSpot
20 Fascinating Facts From the Evolution of Advertising
  1. Advertising has existed as far back as 3000 BC! 
  2. 63% of consumers need to hear company claims 3-5 times before they actually believe it.
  3. You’re more likely to survive a plane crash than click a banner ad.
  4. The first newspaper ad was in 1650 to offer a reward for 12 stolen horses. 
  5. The first professional advertising agency was launched in 1841 in Philly. 
  6. Advertising first became an academic discipline in 1900 at Northwestern.
  7. Unilever & JWT first partnered in 1902, creating the longest relationship in advertising history. 
  8. A baby formula brand was the first to sponsor a blimp (in 1902). 
  9. The first ad agency to launch a product was JWT on behalf of P&G in 1911, for their product Crisco. 
  10. The first radio ad spot was offered in 1922: $100 for ten minutes!
  11. In 1929, Lucky Strike spent $12.3M on ads, the most in history to that point to promote just one product. 
  12. The first TV ad was for Bulova Clocks & reached 4000 TVs.
  13. In 1946, the U.S. had 12 TV stations. By 2011? 1,700. 
  14. Caller ID has been around to spot telemarketers since 1981. 
  15. In 1993, the entire internet had 5 million users -- or 0.45% of Facebook’s current user base. 
  16. The first email spam was sent by Canter & Siegel law firm in 1994. 
  17. In 1998, the average consumer saw 3,000 marketing messages per day.
  18. In 2009, the FTC instituted a series of regulations banning untruthful customer testimonials. 
  19. In 2011, there were over 1 trillion pages online. That’s 417 pages for every 1 person! 
  20. Google's Eric Schmidt cites that “Every 2 days, we create as much information as we did from the dawn of civilization up until 2003.”