Communication Challenges Facing Todays Associations Naylor AENC

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  • FIRST THINGS FIRST: LET’S TAKE A QUICK LOOK AT THE HISTORICAL PERSPECTIVE, …THIS IS A TIMELINE THAT WE CREATED TO QUICK LOOK AT HOW THE PUBLISHING WORLD AND THE ABILITY TO MONETIZE COMMUNICATIONS HAS EVOLVED OVER THE LAST NEARLY 15 YEARS.
    My timeline:
    1995 “cutting through the clutter” meant using design and messaging to get through in PRINT
    2004 – was working for a b2b publisher who saw an opportunity in the market place to take on the industry’s leading association, and started organizing all of it’s content to create a for-profit association
  • 2 million searches on Google
    72 hours of video uploaded on youtube
    1.8 million likes on facebook
    11,000 searches on linkedin
    20 million photo views on flickr
    278,000 tweets on twitter
    204 Million emails sent
    $83,000 worth of Sales on Amazon
  • The most comprehensive research of its kind
    Partnered with state-level SAE’s including North Carolina, Texas, California, Georgia, Tennessee and South Carolina
  • When it comes to communications staffing, associations don’t seem to be keeping pace
    Our data, combined with anecdotal feedback from the association leaders we talk to on a daily basis as well as Association Adviser readers, suggests that associations generally aren’t increasing their communication staffing commensurately with the increased frequency of communications they are sending out.
    Not surprisingly, an article that we published in Association Adviser eNews on “Burnout” was one of our year’s top read articles.
  • Here’s a fact that may surprise you:
    Our research shows when it comes to determining key communication challenges, informal member feedback (social media, email, website comments, etc.) appears to carry more influence than traditional member surveys, staff assessments or board member and executive committee feedback.
    The exception to this appears to exist within Larger associations [defined as 5000 members or more]. For those organizations, member surveys are still the most influential feedback tool they use to assess member opinion around communications.
    Interestingly though, only 12% of associations are taking the time to find out what their advertisers want. That’s kind of scary when you put it in context with the next slide...
  • SO WHAT ARE WE SAYING?
    Clearly, everyone is concerned with clutter and burnout, but what are we doing about it?
    Sending out more and more communications without a clear understanding of what the readers & advertisers want
    And doing so using the same (or fewer) # of staff
    We may be concerned about clutter…but in reality, we are simply adding to it – and risking burnout at the same time!
    OK – SO NOW IT’S YOUR TURN. I’D LIKE TO GET ONE VOLUNTEER FROM EACH TABLE TO SHARE WITH THE GROUP WHAT YOU WROTE ON YOUR PIECE OF PAPER
  • Said another way: Your communications can’t be produced in silos!
    Each media product has a clearly defined purpose, audience and frequency, with a corresponding communication calendar.
    They should be symbiotic with cross promotion of each platform and appropriate editorial repurposing.
    And they will be Sponsor and Member Friendly. Allowing advertisers to synchronize messaging (“member touches”) across all of your various media channels.
  • Said another way: Your communications can’t be produced in silos!
    Each media product has a clearly defined purpose, audience and frequency, with a corresponding communication calendar.
    They should be symbiotic with cross promotion of each platform and appropriate editorial repurposing.
    And they will be Sponsor and Member Friendly. Allowing advertisers to synchronize messaging (“member touches”) across all of your various media channels.
  • Knowing that everyone can’t run out tomorrow and undertake the gap analysis – which is really the first step towards proper measurement…let’s look at some areas that require less time/resources, but will move the needle in the biggest way:
    Website traffic / repeat visitors / length of time on site
    Social Media: # and quality of twitter followers and re-tweets; the # of facebook likes and # of comments; repeat visits to blog sites
    Click to Open ratio
    Amount of time spent watching video
    Subject lines with A/B testing
    On the revenue side, obviously you can look at the financials – but if revenue is up, but advertiser feedback is that the quality of the leads they receive is down significantly, you need to take notice.
  • Communication Challenges Facing Todays Associations Naylor AENC

    1. 1. Communication Challenges Facing Today’s Association
    2. 2. New Competition is Born Balance Restored Image Building 1998 2008 2000 1995 2013New The Normal 2010 2013 .COM Arrived Migration of Ad Spending to Digital
    3. 3. WHAT DO YOUR PEERS THINK?
    4. 4. WHAT ARE MY PEERS DOING? HOW DO I TELL MY BOARD THAT IT’S TIME TO CHANGE? WHAT COMMUNICATION BEST PRACTICES SHOULD I FOLLOW? ASSOCIATIONS CONTINUALLY ASKED US:
    5. 5. 2013 ASSOCIATION COMMUNICATIONS BENCHMARKING SURVEY OBJECTIVE DATA ABOUT THE STATE OF THEIR COMMUNICATIONS TODAY. BENCHMARKING DATA RELATED TO STAFF SIZE, MEMBERSHIP SIZE AND OPERATING BUDGET. THINGS ASSOCIATIONS CAN DO TODAY FOR BETTER IMPACT TOMORROW.
    6. 6. TOP 3 CHALLENGES
    7. 7. IF ENGAGEMENT IS ADDRESSED, EVERYTHING ELSE TAKES CARE OF ITSELF
    8. 8. THE TYPICAL ASSOCIATION REPORTED HAVING 2.3 FULL-TIME STAFF MEMBERS ASSIGNED TO ITS PUBLISHING/ CONTENT CREATION TEAM
    9. 9. ASK THE RIGHT PEOPLE, THE RIGHT QUESTIONS
    10. 10. CHALLENGES FACING TODAY’S ASSOCIATIONS • #1 - COMBATTING INFORMATION OVERLOAD • MORE COMMUNICATION GOING TO MEMBERS •DON’T KNOW READER/ADVERTISER NEEDS
    11. 11. HOW DO YOU GET THERE? GAP ANALYSIS COMMIT TO CONTINUAL IMPROVEMENT CUTTING THROUGH THE CLUTTER MEET THE NEEDS OF READERS, ADVERTISERS, AND ASSOCIATION MEASUREMENT INTEGRATION
    12. 12. Do you KNOW how your members feel about the communications you provide, or do you just THINK you know? ASSOCIATION GOALS AND OBJECTIVES
    13. 13. Me ga mbe ge me r nt en Nondues reve nue ASSOCIATION GOALS & OBJECTIVES Membe r recruitm e GAP ANALYSIS: HELPS CLARIFY GOALS, OBJECTIVES AND DESIRED OUTCOME FOR COMMUNICATIONS , AND THEN MEASURE AND WEIGH THOSE AGAINST READERS’ AND ADVERTISERS’ PERCEPTIONS AND EXPECTATIONS. So #1 of urc In e fo nt G Re rea co l e v a t , nt nt en t red here elive hen/w D /w how nt it I wa EXPECTATION S OF READERS & ADVERTISERS e sm Help y job / do m nce my a A dv r e care
    14. 14. HERE’S WHAT WORKS: HEAD OF A PROMINENT NATIONAL ASSOCIATION WANTED HELP WANTED TO BE THE #1 SOURCE OF INFORMATION FOR ITS INDUSTRY ON THE SURFACE, MEMBERS HAD A HIGH DEGREE OF SATISFACTION 71.4% READ MORE THAN ½ OF THE COMMUNICATI ONS SENT TO THEM NOT AFRAID TO ASK THE TOUGH QUESTIONS. FOUND OUT THAT THEY WERE NOT MEETING READERS EXPECTATIONS IN CERTAIN AREAS CONDUCTED A GAP ANALYSIS
    15. 15. EXEC DIR STAFF MEMBERS
    16. 16. SURVEY SAYS! ASSOCIATION’S GOAL: TO BE THE #1 SOURCE OF INFORMATION FOR ITS INDUSTRY
    17. 17. NOW IT’S TIME TO INTEGRATE
    18. 18. NOW IT’S TIME TO INTEGRATE
    19. 19. NOW IT’S TIME TO INTEGRATE Constructor Magazine Print and Digital Constructor Website Gap Analysis Constructor Mobile App Constructor Social Media Constructor Marketplace Constructor eNews
    20. 20. ARE YOU KEEPING SCORE? OBJECTIVE 1 - CREATE CONTENT THAT BETTER MEETS EXPECTATIONS OF MEMBERS, READERS AND ADVERTISERS BENCHMARKING GAP ANALYSIS OBJECTIVE 2 - INCREASE MEMBER ENGAGEMENT (web stats, social media engagement, click through rates) OBJECTIVE 3 - POSITIVELY IMPACT RECRUITMENT, RETENTION AND NONDUES REVENUE MEASUREMENT QUARTERLY/ ANNUAL
    21. 21. HOW ARE ASSOCIATIONS CUTTING THROUGH THE CLUTTER? THEY AREN’T. THEY ARE ADDING TO IT COMMUNICATION IS GOING UP EFFECTIVENESS IS GOING DOWN
    22. 22. HOW DO YOU GET THERE? GAP ANALYSIS COMMIT TO CONTINUAL IMPROVEMENT CUTTING THROUGH THE CLUTTER MEET THE NEEDS OF READERS, ADVERTISERS, AND ASSOCIATION MEASUREMENT INTEGRATION
    23. 23. 2014 COMMUNICATIONS BENCHMARKING SURVEY PARTNERS
    24. 24. RESOURCES USED IN TODAY’S PRESENTATION Polling Feature: www.polleverywhere.com Slide Deck: www.naylor.com/resources 2013 Association Communications Benchmarking Report: www.naylor.com/benchmarking Association Adviser: www.associationadviser.com Charles Popper, VP Association Relations (407)258-8862 cpopper@naylor.com

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