Monday, January 13, 2014

Best of the Week: 8 readings for association professionals

When I decided to move SCDdaily to a three days a week schedule, I assumed I would not include the readings of the week among those three blogs.  But, there have been so many great articles in the last week or so that I need to share them with you this week.  Additional readings of the week will depend on what is out there.

How to Create a Mobile-First Content Marketing Strategy
By Devika Girish via Content Marketing Institute

A recent study by Nielsen and Google suggests that 77 percent of mobile searches are performed at work or home — areas where a PC is also likely to have been available. Yet, mobile website visitors have a 9.56 percent higher bounce rate on an average than desktop visitors. These conflicting stats demonstrate that, while there are tremendous opportunities for marketers on the mobile channel, there are also big challenges that need to be overcome.

Fast-Paced Best Seller: Author Russell Blake Thrives on Volumes
By Alexandra Alter via The Wall Street Journal

Frequency may be an important strategy for association communicators as shown in this article.
Some novelists are obsessed by plot pacing and character development, others by a literary turn of phrase. For Mr. Blake, it is about speed, and volume. Mr. Blake, who self-publishes his books, has released 25 books in the last 30 months.

How to Create the Story of Your Own Personal Brand
By: Heather Huhman via American Marketing Association
Composing the story of your personal brand is much like the story of a product or service’s brand – the goal is to reach your audience on an emotional level.

Why Your Conference Needs To Focus On Building A Loyal Proprietary Audience 
By Jeff Hurt via Velvet Chainsaw Marketing’s MidCourse Corrections blog

Quick: What is the most important asset of your conference today?  Sponsors? Exhibitors? Your brand? Your events team? Your history? The venue? Your vendors? The content? Your speakers? Your technology?  Yeah, all of these are likely responses. However, there’s one asset that most conference organizers and hosts constantly miss when responding to this question: audiences.  Those in the entertainment, media and sports industries typically respond to the above question differently. Audiences are in the top of their list. It’s the same if your focus is events, not meetings/conferences. Why does this group respond differently? They’re in the business of putting butts in seats. They have to build an audience for a living. They completely understand the competitive advantage to having a bigger, better, more passionate and qualified audience than their competitor.

9 Qualities of Good Writing
By Ann Handley

Words matter. Your words (what you say) and style (how you say it) are your most cherished (and undervalued) assets.  Yet, so often, they are overlooked. Think of this way: If a visitor came to your website without its branding in place (logo, tagline, and so on), would he or she recognize it as yours? Are you telling your story there from your unique perspective, with a voice and style that’s clearly all you?

Amazon 'Bar Raisers' Put Recruits to Test
By GREG BENSINGER via The Wall Street Journal

In fulfilling online orders, Amazon is all about expediency. The fewer people involved the better. But when it comes to filling higher-level jobs, the e-commerce giant is in no rush—and it has a gauntlet of people, dubbed "bar raisers," who must sign off on would-be hires. Bar raisers are skilled evaluators who, while holding full-time jobs at the company in a range of departments, play a crucial role in Amazon's hiring process, interviewing job candidates in other parts of the company. With a word, they can veto any candidate, even if their expertise is in an area that has nothing to do with the prospective employee's. Amazon believes the program, created in the company's infancy and honed by founder and Chief Executive Jeff Bezos, screens out cultural misfits and helps make the e-commerce giant a feared competitor in fields as diverse as logistics, tablet manufacturing and television production.

24 Things Millennials Need To Get Over Already
By Todd Van Luling via The Huffington Post

Brunch is lame, you're not that old and you're certainly not a real DJ!  Millennials haven't been on this Earth for that long, relatively speaking, so it's understandable that they're still figuring out some things -- like how to take photographs that aren't selfies, or that the old 90s shows on Nickelodeon ended for a reason. But as we move into 2014 and start thinking about which resolutions we're going to stick with this year, how about focusing on making sure you retire a few of these things that have overstayed their welcome.

Bridging the Generational Gap in Your Association (video)
via MV blog

Recently, we asked one of MultiView’s long-standing association partners, the Texas Southwestern Cattle Raisers Association (TSCRA), to discuss their success in bridging the generational gap within their organization’s leadership structure through their Young Leadership Series (YLS).
In the video, Tim Niedecken, Executive Director of Association Services, and Stacy Fox, Director of Member Programs, at TSCRA discuss their association’s success with the YLS, as well as provide helpful advice to associations on sustaining youth member involvement.

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