Converging Trends Impacting Associations


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Three major trends -- content marketing, cause marketing and social media -- are converging to impacta Associations and Nonprofits. This paper quickly outlines what DrakeCo -- an accredited association managment company -- is seeing.

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  • Converging Trends Impacting Associations

    1. 1. Converging Trends Impacting Associations
    2. 2. Why People Join <ul><li>Mailboxers : judge the association almost entirely by what they get in the mail. Likely to ask “Is the material I get in the mail worth the dues?&quot; </li></ul><ul><li>Relevant Participants : judge the association by meetings; attend meetings for both information-gathering and networking purposes. </li></ul><ul><li>Cognoscenti : join and stay because they are seeking specialized information that they cannot get anywhere else. Ensure these individuals get up-to-date and accurate information. </li></ul><ul><li>Status-Conscious : join for the status an association provides. This might include its reputation, awards programs, publisher or speaking opportunities or other recognition programs. </li></ul><ul><li>Shapers : join and stay primarily to have the opportunity to shape association policy. </li></ul><ul><li>Altruistics : generally motivated by the values of the association; must be motivated by the message. </li></ul><ul><li>Comparison shoppers : shop between associations that can meet the same or similar needs. </li></ul><ul><li>Doubters : need to be continually convinced why they should belong. </li></ul><ul><li>Not-relevants : will leave if the organization becomes irrelevant to their needs. </li></ul>
    3. 3. Groundswell <ul><li>A social trend in which people use technologies to get things they need from each other rather than from traditional institutions such as corporations or associations. </li></ul>
    4. 4. P.O.S.T. Process <ul><li>P = People </li></ul>O = Objectives S = Strategies T = Technology © Groundswell, Forrester Research
    5. 5. Tecker’s 6 Trends <ul><li>New Intermediaries </li></ul><ul><ul><li>Since anyone can provide content, people looking for trusted experts </li></ul></ul><ul><ul><li>Associations could serve as the trusted community of experts </li></ul></ul><ul><li>Reverse Mentoring </li></ul><ul><ul><li>Millennials adaption of Web 2.0 impacting all </li></ul></ul><ul><ul><li>Web 2.0 tools for discussion & distribution </li></ul></ul><ul><li>Green Economics </li></ul><ul><ul><li>Green has evolved from philosophy to economic necessity </li></ul></ul>© 2008 Tecker Consultants LLC
    6. 6. Tecker’s 6 Trends <ul><li>Inverted Workforce </li></ul><ul><ul><li>Boomers retreading taking positions formerly held by young entrants who are now taking mid-level positions requiring technology </li></ul></ul><ul><li>Maturing Globalization </li></ul><ul><ul><li>Act Global: Think Local is new mantra </li></ul></ul><ul><ul><li>Global companies decentralizing to get close to local </li></ul></ul><ul><li>Brain, Brawn & Bucks </li></ul><ul><ul><li>Aging Boomers + less healthy children mean universal healthcare will result in a supply-demand crisis </li></ul></ul><ul><ul><li>Costs will be paid from reallocated resources meaning some associations will represent winners and some will represent losers </li></ul></ul>© 2008 Tecker Consultants LLC
    7. 7. Converging Trends Impacting Associations Content Marketing Cause Marketing Social Media
    8. 8. Content Marketing What: Sharing content Old: Controlled, Members Only New: Open to all (w/exceptions) Why? Be filter for members Be thought leader Because if you don’t someone else will Examples: DrakeCo Clients: CLA – Weekly Tips DCHA – R
    9. 11. Cause Marketing What: NonProfit & For Profit Old: Philanthropy New: Marketing for Purpose & Passion Why: Engagement, awareness, funds Examples: Trees for Troops MO KidsFirst
    10. 12. Social Media What: Community, relations Old: Word of mouth, networking, gossiping New: Web-based tools w/o gatekeeper Why: Community building Examples: Facebook Fan Pages LinkedIn Groups YouTube Flickr Twitter
    11. 13. SlideShare
    12. 14. LinkedIn
    13. 15. Twitter
    14. 16. Twitter Ties Contacts Concepts Content
    15. 17. Content lead from Twitter
    16. 18. Social Media as Fundraiser
    17. 19. Media Portfolio
    18. 20. Converging Trends Impacting Associations Content Marketing Cause Marketing Social Media