A lot can happen in a session.That’s why today is going to provide you with what you need to know to Learn How to Live in an LOL Society so that you get that kick in the pants you need to knowledgably set forth and explore, find your goals, and then attain them for a happier membership. The format is this: I’m going to go over some what I mean when I say “LOL Society” for the first 5-10 minutes. This may be rehashing what many of you already know, but I want to make sure we are all using the same vocabulary as we move forward.After that, I’m going to share with you the 6 Truths That Exist Today for associations because of the way tech has changed our habits.We’ll look at some neat examples and even get some practice at preparing for our close up.And along the way, we’ll hopefully LOL together. ;-)
By the way, I have additional information and resources on my blog Acronym Soup, under the session tab. You can find resources, a summary of what we’re going over today and a link to my slidedeck.
So you're all here to hear about Living in an LOL Society...at the FSAE Annual Meeting...and I'll bet you're hoping this is more than a session full of acronyms like LOL, ROTFL, BYB, FTW, and FML. (Everyone knows what all of those mean, right? If not, ask this person after the session and she'll explain them to you.) :)
In spite of the fact that we are plugged in all of the time, we want to focus on people and not technologies. But at the same time, we need to learn how to deal with the fact that these technologies have changed expectations and communication styles. Our attention spans and those of our members have changed. How do we deal with that?
So what does Living in an LOL Society mean? - Today I'm going to share Six Truths for Associations Living in an LOL Society that will identify key changes that associations should be recognizing in the way they conduct business and examples and tips for how to handle those changes.These aren’t difficult to grasp and they aren’t earth shattering, but acknowledging them can make a world of difference.
Really? Why? - Video is one of the largest growing areas of communication there is. Example "Make A Wish" Foundation. They realized that video has exploded in terms of online consumption, influence on search engine results, viral potential, and brand storytelling possibilities. They added video to their homepage, started integrating video into content throughout the site, and overhauled the video section to present content by featured, most recent, most popular, and categorized videos. You might be saying, “We're not a huge organization - this doesn't apply to us.” Why not? It should. "Video Bombs" on staff, interviews at conferences, messages from the board or chapter president or CEO...these could be huge in supplying a deeper connection to your members. Make it easy for members to relate to you. "Humanize" your organization. (Maddie and Jamie's book coming out. Recent HBR post on Humanizing orgs)My next couple ofslides will share videos that are fun and that provide information or a funky inside glimpse to an organization’s workings.
The American Occupational Therapy Association (AOTA) staff involved members to create an amazing video for recruiting new members while at the same time helping current members relate to the organization and to being a member. AOTA has 42,000 members and is very active on all social media areas – focusing on Facebook and Twitter. The video is not slick. There is a time and place for slick. The video is real and it is fun…I’m only sharing several seconds since the entire video is actually kind of long.The American Occupational Therapy Association (AOTA) is the national professional association established in 1917 to represent the interests and concerns of occupational therapy practitioners and students of occupational therapy and to improve the quality of occupational therapy services.The next example is a funky creative look behind the scenes at DelCor. We decided to create video bombs where we would drop in on employees, make them choose a card that has a question, and then have them answer it on the spot. We decided this would be the kind of thing we would share on our Facebook page to share that insider’s glimpse at who we are…as people.
Why? - Because every employee and member leader is representing your organization. There are people like me looking to interview and seek out the spokespeople who aren't official spokespeople. In the quest for authenticity, we are looking for real people with real responses... no one has time for slick marketing speak unless it is expected for brochures or polished recordings to be used for encouraging investments, etc. Does that mean every employee needs media training? Well, certainly the people who are expected to represent the org, but yes, your staff should be aware of best practices for responding to questions...even if it is responding to a member's question on a traditional telephone. Speaking to the point, but with a diplomatic, customer service mind is not as easy as it may seem. Make it easy for people to repeat and remember you. (Examples of media training - exercises you can do to help make your responses and communication succinct.)
3 Step Sound Bite FormulaHave a striking headline.Present three numbered steps.Have an epiphany – present your insights or a wrap up of what you want your audience to know or remember.Also, practice sharing in 140 characters. Make your words or your key message into a tweet for practice!http://www.lettercount.com/ Activity: Respond with 3 Step Sound Bite Formula to this situation.You know you are going to have to talk about a wonderful new monetary gift that was made to your association for the purpose of innovation. The details are yours to make up…Let’s take 5 or 6 minutes to quickly jot down how you would use the 3 Step Sound Bite Formula in this situation.How are you going to serve your audience? What do you have that others don’t? You have to give before you get.What do you want from your media appearance? What action do you want your audience to take at the end of your appearance?
Too bad. We don't have the bandwidth to do more than we already are. - Really? Share examples of poor customer service online...do we not care about our response time? Is it because it isn't possible or is it because it is too hard? Is it because our personal view is that we can't respond within 24 hours? Customer Service should not only apply to the phone/email and if 24 hours response time is the goal, we'll never get our associations where they need to be. If we want our emails and tweets and calls to be responded to quickly, we need to do the same for others. How do we do that? Reputation Management: while it has always been important to carefully manage a brand reputation, today, the Internet has made it even more important. The Internet has changed the way people make decisions about where to spend their money, including dues for associations. Carefully monitoring your online reputation and addressing and problems should be an integral part of your customer service plan. Regularly review the Internet for negative postings regarding your business and actively work to address them.Response Time: Today’s members expect fast response to every problem and inquiry. One way to easily improve your overall customer service to implement a response time program aimed improving your response time. Phone calls should be answered by a real person, not a computer, whenever possible. Email responses should be sent in less than a day. Consider adding a live chat function or SMS system to further increase response time. Make it easy for people to respect you.
We already do, but nothing exciting is happening with it/What does that mean?/How can we do more? At least every 5 years your website will likely need an overhaul because technology changes and things start to look outdated or navigation trends change so members have a difficult time doing what you want them to do with your site. One thing everyone needs to be sure to do is identify ways to make your info, blog posts, quality images, videos, etc. shareable and by shareable I mean doing things like adding the "Share This" icons (show examples) or making it easy to bookmark or email to others. Behind the scenes, behind the images, blocks of text, videos, you should be using tags so that you are making your information and your organization easier to find, increasing your SEO. Make it easy for people to spread the love about you.
What does than mean? How can we do that? - Make it easy for people to take you with them EVERYWHERE.
How is that different than before? Right genius, so how do we do that? What does that have to do with living in an LOL Society? (Have fun! Share examples of NTEN and Credit Managers Assoc) Make it easy for people to love you (or at least like you a lot).
If every presentation can only handle three key points so audiences can remember, I'm going to make it easy for you: MAKE IT EASY, MAKE IT EASY, MAKE IT EASY.If that means a lot of work on your end, you can trust that if you make it easy for your members to do the 6 truths I mentioned before, it will pay off. Living in an LOL Society means you have to put up with viral videos, LOL cats, and people adding "tw" to the tweginning of tweverything twang to do with Twitter, but it can also mean a chance for your association to better connect with members for the long term.
1. Learning to Live in an LOL Society<br />
2. KiKi “LOL” L’Italien ;)<br />Presented by <br />
3. ROTFL<br />FTW<br />TTYL<br />FML<br />BYB<br />You might thinklearning to live in an LOL Societyrequires an extensive understanding of emoticons or LOLcats.<br />
4. ;-)<br />Nope.<br />
5. Definition<br />Living in an LOL Society means doing business in a mobile, digital environment. If you receive at least one work email with an emoticon a week or you have a pulse, this means you.<br />
6. Living in an LOL Society means your organization needs to understandsix truths for associations.<br />
7. Make it easyfor members to relate to you.<br />From Concept to Go!<br />Truth #1: Be Camera Ready<br />
8. Helping members relate to your organizationcan be achieved by keeping mission in mind while carrying out your communications and marketing plan.<br />
10. Make it easyfor people to remember you.<br />Let’s Practice!<br />Truth #2: Speak in Soundbites<br />
11. Make it easyfor people to remember you.<br />Let’s Practice!<br />Truth #2: Speak in Soundbites<br />
12. Make it easyfor people to respect you.<br />Faster! Faster!<br />Truth #3: Respond Quicker<br />
13. Make it easyfor people to share your stuff.<br />Scan me!<br />Truth #4: Make Content Shareable<br />
14. Make it easyfor people to take you with them.<br />Check all your web properties on different devices.<br />Truth #5: Optimize for Mobile<br />
15. Make it easyfor people to love you (or really like you a lot).<br />Let them love you!<br />Truth #6: People Want More<br />