Modernizing Associations: Organization + People for 21st Century Engagement
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Tom Morley, President of Snowflake LLC, gave a presentation on how associations need to modernize and adapt to remain relevant in a changing market. He discussed that associations must evolve their brands, offerings, and reach to stay ahead through being more comprehensive, cutting-edge, cross-functional, and multi-directional. He also outlined new skills that are needed, such as data analytics, social media marketing, and mobile engagement. Additionally, he stressed that associations should have clear strategic objectives and measure outcomes when developing plans to meet changing needs.
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Modernizing Associations: Organization + People for 21st Century Engagement
- 1. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Modernizing Associations Organization + People for 21st Century Engagement October 22, 2015 Tom Morley President, Snowflake LLC
- 2. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Hello! Modernizing Associations Organizations + People for 21st Century Engagement Tom Morley President, Snowflake LLC We help organizations to work smarter. Web: www.snowflakellc.com Twitter: @snowflakellc Tel.: +1.540.797.4932 E-mail: info@snowflakellc.com 1
- 3. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. The Market Metamorphosis Associations have to adapt to be relevant 2 Brand + Offerings + Inclusivity + Reach Comprehensive + Cutting-edge + Cross-functional + Multi-directional Evolve (quickly) into Curators of the Revolution
- 4. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Anything. Anywhere. Anytime. Expanded Diversified Unified Not in Kansas Anymore Limits? What limits? 3 Faster Easier Hipper
- 5. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. New Things, New Ways A peek into the “new skill box” • Dynamic profiling • Data analytics • Brand management • Lead generation • Storytelling • User experience customization • Social media + monitoring • Influencer marketing • Mobile engagement • Cross-channel campaigns • Marketing automation 4
- 6. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. The Delivery Person Who brings the package? • Cross-disciplinary skills Professional Analytical Technical • Up-to-date knowledge • Business awareness • Intangible abilities Critical thinking Adaptability • On-the-job experience 5 It can only be…
- 7. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. New to the Scene Baby heroes on staff • Some knowledge of new requirements • Understand market changes • Open to learning and stepping up • Become the de facto “staff experts” Day job = Less attention Not “actual experts” Personally indispensable Skills drive strategies 6
- 8. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Seeking Superman, in the real world • Looking for “actual experts” • Everything that might apply • Tacked on to traditional roles • Keep the old, add the new Restricted by roles Limited market knowledge No deployment plan Budget constraints Need to Add Capacity 7
- 9. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. No storybook ending • Cold shoulder • Pretender • Shot in the dark • Mercenary Underqualified Underutilized Morale killers Hero complex The Candidates 8
- 10. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Look, he’s a comic book hero! • Skills drive strategies, not vice versa • Strategies likely suboptimal • Don’t know what you actually have • Limited ability to adjust • Damage to workplace environment Superman Won’t Save You 9 Employer brand takes a hit Members feel this too
- 11. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Team-building! 10 Choose players wisely
- 12. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. 11 What are you doing? • Clear objectives • Strategic outlook Feasible assumptions Open to iterations Best vs. “most fun” • Measurable outcomes Have a Plan Resonate with market Be flexible to conditions Identify alternatives
- 13. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Identify Requirements 12 What do you need? • Tools and technologies • Knowledge, skills, and abilities • Organization culture • Infrastructure Consider offloads Know what you have Define acceptable cost
- 14. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. 13 Organize and Visualize Who’s doing what? • Key roles and skills • Job structure • Work flexibilities • Experience and attributes Adapt to size Build progressions Profile your ideals
- 15. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Scan the Market 14 Who’s waiting for your call? • Availability • Accessibility • Affordability • Assimilation potential Count the costs Identify constrictions Broaden your view
- 16. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Assess Your Options 15 How best to meet the need? • The ideal vs. the apprentice • Role vs. profile adaptation • Incorporating external expertise • Creative resourcing Deconstruct Finish the thought Document the plan
- 17. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Ask, Answer, Prove 16 Verifying the approach • Fit with budget • Capacity for change Integration Absorption • Risks and contingencies Evaluate Monitor Evaluate again
- 18. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Help, Please 17 Use an integrated service provider • Association business environment • Strategies, methods, and technologies • Organization and people management • Change integration and adoption Recognize the importance Look internally to forge a team Invest outside, it’s worth it
- 19. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. Keeping it Going 18 Building up “silent partners” • Human Resources • Professional Development • Information Technology • Integrated Business Management Orient Get access Involve
- 20. HighRoad U Association Innovation Day - Toronto © 2015 Snowflake LLC. All rights reserved. The market is changing now. Don’t wait for things to happen. You have the power to get ahead. Thank you! Snowflake LLC +1.540.797.4932 www.snowflakellc.com Twitter: @snowflakellc