SLSAE (2010) Converging Trends Impacting Associations


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Three converging trends are impacting associations and nonprofits. Here's a summary from the January 19, 2010, meeting of the St. Louis Society of Association Executives.

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  • Rapid growth … even if you don’t use it, you need to check so you know what your member community is doing … Facebook had 150 million users on 1/1/09 … by 2/15/09, it had jumped to 175 million users. They have 80 million active users on line every day. Facebook now – for a fee – will notify people (matching your demographics) to invite them to join your Fan Page.
  • From control to democracy … biggest change since printing press invented Is redefining what it means to be a member … So much info, people seeking trusted source to serve as filer If association doesn’t, community will find its own … Example … why didn’t AMA produce Allows Association and/or DrakeCo to be seen as the “thought leader” … go to group.
  • Hope you know about this. FYI … I now have a Twitter account under the name “causeaholic”
  • How do we change? How do we help our clients change? How do we manage the association’s “media portfolio?”
  • SLSAE (2010) Converging Trends Impacting Associations

    1. 1. SLSAE – January 19, 2010 Converging Trends Impacting Associations Steve Drake
    2. 2. Converging Trends Impacting Associations Content Marketing Cause Marketing Social Media
    3. 3. Survey Says … Impact on Your Organization
    4. 4. SOCIAL MEDIA Content Marketing Cause Marketing Social Media
    5. 5. Social Media <ul><li>Blogs </li></ul><ul><li>Google News Alerts </li></ul><ul><li>Facebook / MySpace </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Flickr </li></ul>
    6. 6. Social Media What: Community, relations, research Old: Word of mouth, networking New: Web-based tools w/o gatekeeper Why: Community-member building
    7. 7. Social Media <ul><li>Strategic advantages for business, brand, associations, individuals </li></ul><ul><li>A blank white board </li></ul><ul><li>Combines audio, video, text </li></ul><ul><li>Functions: communicate, engage, education, market </li></ul><ul><li>Values: sharing, giving, transparency </li></ul>
    8. 8. Social Media <ul><li>DEFENSIVE : Research Tool </li></ul><ul><li>Google News Alerts </li></ul><ul><li>Twitter Search </li></ul><ul><li>Slide Share </li></ul><ul><li>PRO-ACTIVE : Branding & Member Tool </li></ul><ul><li>Sharing </li></ul><ul><li>2-way communications </li></ul><ul><li>Fund-raising </li></ul>
    9. 9. Defensive / Research
    10. 10. SlideShare
    11. 11. Social Media as Fundraiser
    12. 12. Tweetsgiving
    13. 13. Twitter & Fund-raising
    14. 14. CONTENT MARKETING Content Marketing Cause Marketing Social Media
    15. 15. Content Marketing What: Sharing content NOT selling Old: Controlled, Members Only New: Open to all (w/exceptions) Why? Be filter/add context for members Be thought leader If you don’t someone else will Repurpose & redistribute Examples: DrakeCo Clients: CLA, DCHA – Tip of Weeks
    16. 18. CAUSE MARKETING Content Marketing Cause Marketing Social Media
    17. 19. Cause Marketing What: NonProfit & For Profit Old: Philanthropy New: Marketing for Purpose & Passion Why: Engagement, awareness, funds Examples: MO KidsFirst St. Jude’s Trees for Troops
    18. 20. <ul><li>Child Abuse Prevention Month Promotion </li></ul><ul><ul><li>Partnering with Missouri businesses to sponsor (April Child Abuse Prevention Month) </li></ul></ul><ul><ul><li>Branding – GO Blue! </li></ul></ul><ul><ul><li>Possible Product Placement </li></ul></ul>
    19. 21. St. Jude’s Corporate Cause Partners
    20. 23. <ul><li>67,054 military families received farm-grown Christmas trees </li></ul><ul><li>Delivered to 53 military locations in 17 countries </li></ul><ul><li>Coordinated media coverage </li></ul>
    21. 24. Social Media & Cause <ul><li>SM can enhance impact of cause marketing </li></ul><ul><ul><li>Examples: Twestivals; Tweetsgiving; TweetUp4Troops </li></ul></ul><ul><li>Follow SM “rules of engagement” </li></ul><ul><li>Don’t exclude traditional media / networking </li></ul><ul><li> </li></ul>
    22. 25. Putting It All Together <ul><li>Content – become thought leader, add value </li></ul><ul><li>Social Media – engage members, brand build </li></ul><ul><li>Cause – excite & energize members, raise funds to support mission </li></ul>
    23. 26. Resources <ul><li>SOCIAL MEDIA </li></ul><ul><li>SM ROI & other numbers: </li></ul><ul><li>SM “Flower” for Volunteers: </li></ul><ul><li>Twitter is NOT Social Media: </li></ul><ul><li>CONTENT MARKETING </li></ul><ul><li>Content that Sleeps, Creeps, Leaps: </li></ul><ul><li>4-Step Strategy: </li></ul><ul><li>Content Marketing Playbook: </li></ul><ul><li>CAUSE MARKETING </li></ul><ul><li>CM Guide: </li></ul><ul><li>Cause Marketing Forum: </li></ul><ul><li> </li></ul>
    24. 27. Resources <ul><li>Recession </li></ul><ul><ul><li> </li></ul></ul><ul><li>Generations </li></ul><ul><ul><li>Are You Ready to Manage Five Generations of Workers? </li></ul></ul><ul><ul><li>Social Media Sites Millennials follow </li></ul></ul><ul><ul><li>Top ten list of Companies Gen Y want to work for and why! </li></ul></ul><ul><li>Health Care </li></ul><ul><ul><li>Who has resources? </li></ul></ul>
    25. 28. Roundtable Discussion Topics <ul><li>Recession Strategies </li></ul><ul><li>Multiple Generations in Membership </li></ul><ul><li>Social Media </li></ul><ul><li>Moving Meetings from F2F to Online </li></ul><ul><li>Content Marketing </li></ul><ul><li>Cause Marketing </li></ul><ul><li>Multiple Generations in Staff </li></ul><ul><li>Health Care Costs / Reform </li></ul>
    26. 29. Converging Trends Impacting Associations Steve Drake President Drake & Company [email_address] 636/449-5050 Twitter: @stevedrake @causeaholic LinkedIn: Steve Drake SlideShare: Steve Drake Blog: Blog: