Managing content to enhance member value


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Managing content can enhance member value of your association. This presentation outlines key elements of association content marketing and management and ends with notes from brainstorming teams of association professionals attending the presentation at the St. Louis Society of Association Executives June meeting.

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  • Thought I’d tell you a bit about myself. Mrs. A & Man on the MoonClarke, The Woman’s CollegeSoy to the WorldFarm-grown Christmas TreesAward-winning + Case Study in Consumer Marketing book Change on the fly!
  • Are you content fried? Well, what about your members? Your donors? Your prospects? Is your association or nonprofit contributing to the information tsunami? Are you helping your members sort through the barrage of information?Newspapers, television, magazines and faxes have expanded to Facebook, YouTube, Hulu, Twitter, Pinterest and a host of other platforms to create a tsunami of information. From newsletters and journals to conferences and webinars, associations are in the content business. And, content management (creation, curation and distribution) is emerging as a vital role of associations and major benefit they provide members.
  • - Elements at the top of the chart are small and tend to have a shorter half-life. Elements at the bottom are larger, slower to create and last longer.- Elements to the left appear everywhere, on billions of sites and various devices. Elements on the right are more likely to be on your site.- The number in the top right indicates the typical length of number of words for that Element.
  • - Elements at the top of the chart are small and tend to have a shorter half-life. Elements at the bottom are larger, slower to create and last longer.- Elements to the left appear everywhere, on billions of sites and various devices. Elements on the right are more likely to be on your site.- The number in the top right indicates the typical length of number of words for that Element.
  • Managing content to enhance member value

    1. 1. 5 Ways Managing ContentAdds Value to Members& Makes You A Hero! Steve Drake SCD Group Inc.
    2. 2. Today’s Agenda1. Me - Brief presentation (12:10 – 12:25)2. You - Table team task/discussion (12:25 – 12:54)3. Us - Table team reports/discussion (12:55 - 1:15)
    3. 3. About Me #SLSAECoach: “Drake, you’d be better if you were more mobile, agile and hostile!”
    4. 4. I’m Content Fried!
    5. 5. What About You?• Do you feel content fried?
    6. 6. • And, you want me to read what? Now?
    7. 7. Assumptions• Members content fried• Associations who solve their pain will be heroes• Discover, filter & share content• Builds trust, credibility and value
    8. 8. Solution: Be Their “Funnel”• Saves them time … makes you a hero!
    9. 9. Seek. Sense. Share.
    10. 10. Food Pyramid of Content
    11. 11. Create & Discover Content1. Scan & read where industry/profession info appears2. “Some research tools” • Google News Alerts • Google Scholar • Twitter feeds (see TweetDeck) • Conferences & conference speakers
    12. 12. Create Google News AlertsSelect “key words” create search for each
    13. 13. TweetDeck “columns”Select “key words” with columns for each
    14. 14. Listening at Work
    15. 15. Curate & Distribute1. Review & verify your content (information)2. Follow 1-7-30-4-2-1 editorial formula3. Select appropriate tools from Periodical Elements of Content Marketing
    16. 16. Content Formula1 = Something daily (news update on website, thought for the day, Tip of the Day, etc.)7 = Something each week (Tip of the Week, weekly eletter, etc.)30 = Something monthly (magazine, newsletter, webcast, etc.)4 = Something quarterly (webinar, etc.)2 = Something twice a year (white paper, research report, etc.)1 = Something annually (conference, eBook, etc.)
    17. 17. Editorial Calendar
    18. 18. The Periodic Elements of Content Marketing
    19. 19. How Table Works
    20. 20. How Table Works
    21. 21. Reap the Rewards1. Measure (analytics)2. Feedback from & research among members3. Recognize the 90-9-1 “rule:”  1% of people create content  9% edit or modify that content  90% view without contributing (Lurkers)
    22. 22. Want More?Content Marketing/Management forAssociations & Nonprofits  Pre-conference workshop  Tuesday afternoon, September 4  Awesome conference!  Save $100. Use “SCD Group” in discount code Disclosure:  I’m coordinating the workshop  Becky Rasmussen one of speakers
    23. 23. Your Turn – Table Teams* Re-arrange yourselves to table of choice* See handout for table topics• Take notes, create “Tweetable report”Above: From walls to floor, SLSAE members brainstorm on content marketing/management ideas
    24. 24. Team Reports: Flipping Your Publications• Printed letter changed to 2x a week e-letter; content industry info not association info• Took magazine from 4x to 7x a year; searchable with keywords archived• Social share buttons on content• Using Facebook, LinkedIn, Twitter; adding Pinterest; listen online• YouTube channel; eblasts with videos• Facebook Fan Page• Online training• Eblasts on hot topics• Printed pieces for key issues: training, annual meeting• Targeted info packages to membership segments• Tool kits on topic areas• Textbooks on Kindle and audio files• Consider learning styles and schedules of members
    25. 25. Team Reports: Using Content Periodic Table• Assess and plan your communications strategy and goals• Likely to differ by association/members• New elements for the chart: – MP = member provided content – TP = trade/professional publications
    26. 26. Team Reports: Using 1-7-30-4-2-1 Calendar1 = Invited Facebook group conversation Find/like/fan someone Tweet a quote from a thought leader7 = Curated newsletter of hot topics from a member’s point of view30 = Event updates and teasers4 = Council/board governance gatherings articles from Industry publications2 = Golf outings, Home shows, Networking events1 = Conventions, awards events
    27. 27. Team Reports: Developing Your Content Plan• Use the tools together or separately• LinkedIn groups: have approval process• When using all tools, say something different on the same topic; different call to action• To increase open rates, consider various learning styles of your membership• Provide key headline (summary) first; then the rest of the story• Websites: member vs non-member access• Use teasers• Add members social contacts to site• Keep sensitive info behind member only• If social media channels too active, you may have less interest in website
    28. 28. Team Reports: Mining Conferences for Content• Break content into smaller chunks• Interview conference speakers and share in post conference distribution• Repurpose content to market future programs• Get onsite casual videos of attendees• Engage members/attendees to write content on sessions & experience• Reserve front-row space for bloggers• Capture member testimonials (photo of individual and words written on white board)
    29. 29. Team Reports: Content Ideas• Try to drive content in different ways – Text – Phone – Snail mail – Email – Social media• Have someone capture and evaluate content daily• Simplify, don’t overload, messages
    30. 30. Team Reports: Suppliers• Associate members have opportunity to add value to Assn clients through network• Suppliers should look to their personal network for ways to engage industry contacts.• Engage clients by sharing best practices from industry• Organizational transparency can help promote not only your brand but also organizations core values and industry relevance. (e.g., St. Charles Convention Center send out notes and posts about ways in which they are making strides toward “being green”).• Share articles & ideas with clients, from industry – helpful tips, ideas, local resources, etc.• Opportunity to position yourself as a trusted advisor.• E.g., Modern Litho has a partner company/subsidiary which provides research. He had an opportunity to increase his breadth of products and services and values with their client by recommending the partner – found unique opportunity by listening and responding to client’s needs.• Ways to communicate and share – case studies on site, blogs about new trends and best practices, tweets about ideas/local resources, personal notes and sending articles by USPS.• Marketing dept. should communicate with other dept., e.g., Sales and business development, to help identify trends and client needs, to help create messages. – (was amazed that ½ the people at our table had a marketing dept which didn’t communicate, share or seem to have direct expectations with the sales dept.)