how social media is rewriting the association playbook
DESCRIPTION
The most significant problem facing association boards, CEOs and senior executives today is the task of creating organizations capable of thriving in the 21st century. Presentation given by Ryan Cohn, Vice President of Social/Digital Operations at Sachs Media Group, for the Tallahassee Society of Association Executives on August 14, 2013. Sachs Media Group is Florida’s dominant public affairs communications company for critical issues and one of America’s leading independent communications companies. In 2011, the firm was named the “PR Agency of the Year” nationally in the prestigious Bulldog Awards. With exceptional experience and results in public affairs, branding, social/digital and crisis communications, the firm combines unparalleled relationships, news judgment, messaging and storytelling ability with cutting-edge strategies to engage audiences with content they seek and share. Sachs Media Group, formerly Ron Sachs Communications, is home to the team best known for smart, strong and strategic counsel across the diverse and ever-changing media landscape.TRANSCRIPT
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The Frontier is Now
Ryan Cohn
Vice President, Social/Digital Operations
Sachs Media Group
How Social Media is Rewriting
the Association Playbook
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TODAY’S CHALLENGES FOR TOMORROW’S ASSOCIATIONS
“The most significant problem facing association
boards, CEOs, and senior executives today
is the task of creating organizations
capable of thriving in the 21st century.”
ASSOCIATIONS NOW
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TODAY’S CHALLENGES FOR TOMORROW’S ASSOCIATIONS
EXAMPLE: American Medical Association
1965: 75% of all physicians were members
TODAY: 25% of all physicians are members
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TODAY’S CHALLENGES FOR TOMORROW’S ASSOCIATIONS
“What will be the significance of
associations in 10 or even 20 years?
Will we still have an impact on society?”Association Trends
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TODAY’S CHALLENGES FOR TOMORROW’S ASSOCIATIONS
1. Membership Struggles?
2. Lack of Interest from Millennials?
3. Conference Registration?
4. World Becoming Too Complex to Deal With?
How Will Your Association Evolve?
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TAKE A GOOD HARD LOOK IN THE MIRROR
HOW HAVE THE NEEDS OF YOUR MEMBERS CHANGED?
WHAT DO THEY NEED FROM YOUR ASSOCIATION?
WHAT ARE THEY GETTING FROM OTHERS?
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TODAY: INFO IS EASILY ACCESSIBLE
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TODAY: INFO IS ACCESSIBLE ANYWHERE
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EASY ACCESS = INFO OVERLOAD
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HOW DO THEY VIEW YOUR MESSAGE?
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CULTIVATE – ANALYZE – DELIVER
“Don’t worry - Focus on what you do best.
We’ll let you know what’s important.”
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CULTIVATE – ANALYZE – DELIVER
Association Message:
“Don’t worry - Focus on what
you do best. We’ll let you
know what’s important.”
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PROVIDE “JUST-IN-TIME KNOWLEDGE”
“The right knowledge at the right time for the right purpose
for the right strategy, all revolving around the fact that the
knowledge is instant, fast and transitory.”- Jim Carroll, author of Ready, Set, Done: How to Innovate When Faster is the New Fast
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THE OPEN-SOURCE ASSOCIATION
“Developer groups would have access to online collaboration
tools where they gather input, come up with ideas, and put
them out for the community of members to test.”-Rebecca Rolfes, author of The Competition Within:
How Members Will Reinvent Associations
• Knowledge ecosystems
• Member empowerment
• Adaptive collaboration
• Continuous loops of
experimentation, application,
feedback and refinement
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MARKET EXCLUSIVITY, PROVIDE VALUE
Create and Market Two Levels of Information:
1. Publicly Available for Association
Branding and Marketing
2. Limited Access for Members Only
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PUBLICLY AVAILABLE CONTENT
• News and Blogs
• Resource Guides
• Social Media Pages
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ADD VALUE TO EACH CONSUMER
Great Example:The Geek Squad’s How-To Videos
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KEEP IT SHORT (TALKING POINTS)
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TWEETABLE TIDBITS
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140? GRASSLEY ONLY NEEDED ONE
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FIND THE CONVERSATION SWEET SPOT
WHAT PEOPLE ARE TALKING ABOUT YOUR TOPIC
RISKY RISKY
SWEET SPOT
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GIVE THE PEOPLE WHAT THEY WANT
YOUR GOAL: Keep Them Happy and Engaged…
…Without Losing
Him Forever
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FOCUS ON SMALL GROUPS & ADVOCATES TO EXTEND REACH OF THE ASSOCIATION
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NOT EVERYTHING YOU POST TO FACEBOOK GETS SEEN BY YOUR FANS
News Feed Placement Determined By:
1. Past Interactions with the Author
2. Past Interactions with the Post Type
3. Reactions from Other Users for that Post
4. Negative Feedback on that Post
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IDENTIFY EACH POST’S AUDIENCE
…AND ONLY TARGET THEM.
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HOW TO TARGET POSTS ON FACEBOOK
1. 2.
3.
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MEASUREMENT: WHAT CONTENT PRODUCES RESULTS?
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MEASUREMENT:WHAT CONTENT PRODUCES RESULTS?
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TRACK BEHAVIORAL ACTIVITY
Segment Audiences and Form Lists =
Highly Relevant Email Campaigns
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LIMITED ACCESS FOR MEMBERS ONLY
• Private Social Groups
• eBooks + White Papers
• Industry Studies
• Webinars
• Conferences
• Partnership Programs
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ASSOCIATION AS TRUSTED AUTHORITY
Increased Availability of Options =
Members Need to Differentiate
Offer Members Opportunity
for Special Credentials, Awards
• Don’t give to everyone
• Must meet minimum standard
• Market as vital for consumers
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COLLECT SUBJECT MATTER EXPERTS
Empower SMEs to Lead the Conversation
• Consumers View as Trustworthy and Credible
• Members Require Expert Analysis and Guidance
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CONNECTING IS EASY. TRUST IS HARD.
Ease of Connecting via Social =
Too Many Requests
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CONNECTING IS EASY. TRUST IS HARD.
Become the Trusted Networker,
not the Gatekeeper.
Provide Verified Introductions.
Connect the Right People.
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