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NE-SAE General Session
The document discusses managing content to add value for members and grow membership. It emphasizes gathering, curating, and distributing important information from various sources to share with members and save them time. This establishes the association as a trusted resource and hero to its members. It provides a content marketing formula of publishing different types of content on a daily, weekly, monthly, quarterly, biannual and annual basis across various channels. It also presents a "Periodic Table of Content Elements" with different content marketing tools. The document stresses the importance of a content strategy and monitoring where members interact to ensure the association remains relevant.
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NE-SAE General Session
- 1. Manage Content, GrowMember Value
- 2. This is NOTa lecture. I am NOT talking for 75 minutes! Key points. Dialogue. Discussion.
- 3. #NESAE Coach: “Drake, you’dbe better if you were more mobile, agile and hostile!”
- 4.
- 6. • And, youwant me to read what? Now?
- 7. At your tables: please answer this question: What do you do to reduce the stress from all the content?
- 8. 1. Content Management – Why? 2. Added Member Value 3. Gather, create, curate, distribute 4. Editorial Formula 5. Content Tools (Periodic Table) 6. Research / gathering 7. Structure & Costs 8. Control: production & viewing
- 9. Please share yourexpectations of the next 74 minutes. What do you expect to discover in this session?
- 10. 1. Associations need $ and Time 2. Associations no longer control information 3. Conversations happening without associations 4. Managing content key to adding value 5. You are what you publish 6. Influence the lurkers 7. Go mobile NOW
- 11. Add valuefor members Recruit new members Enhance efforts with multiple use Overcome competitors
- 12. Money (dues, donations) Time
- 14. Find waysto gather, curate & distribute important information (regardless of source) for your members. Share it with them. You’ll save them time! And, become a hero!
- 15. Bob Steve • Manages 3,600 acres of trees • Small Choose & Cut farm • Pacific Northwest • Gulf Coast of Alabama • Sells to big box stores • Offers tours, Santa, train • Biggest concern is rising rides freight costs • Biggest concern is weather • Gets news online • Prefers print
- 16. 1. Review & verify your content (information) 2. Develop content strategies 3. FLIP your “publishing” process 4. Follow 1-7-30-4-2-1 editorial formula 5. Select appropriate tools from Periodical Table of Content Marketing
- 17. Start withdaily digital Measure with analytics Put the best in your other publications
- 18. 1 = Somethingdaily (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?)
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- 26. That’s theeditorial formula & Periodical Table of Content Elements. Your turn ... discuss and surface any questions/ideas Now, share
- 28. Reuse Reimagine Repurpose
- 29. Reducing Antibiotic Residues
- 30. Monitor “socialmedia outposts” Example: FEMA (Vern) Example: STL HBA (Pat) Example: SLAMPI (Beth)
- 32. Google NewsAlerts Twitter search Blogs (industry and/or profession) RSS feeds to Google Reader Google Scholar Prismatic
- 33. Select “key words”create search for each
- 34. Select “key words”with columns for each
- 35. Where are your members hanging out? What’s on their minds? What are they saying about you? What are your competitors saying? How is your content being used? What issues aren’t being addressed in the marketplace?
- 36. Questions Repurposing Listening
- 38. Centralized structure ◦ Specific “staff or department” ◦ How do other staff/departments “fit in”? ◦ Who is “goalie” for what goes to members? Decentralized ◦ Anyone and everyone? ◦ Who organizes?
- 39. President, C EO VP, Client VP, Client VP, Financial Management Services Services Director of Director of Director of Executive Director of Director of Accounting Membership Meetings & Fund Directors Content Marketing & Specialist(s) Services Events Development Management Communication Assistant Membership Fund Meeting & Event Executive Services Specialist(s) Development Specialist(s) Content Marketing & Specialist(s) Director(s) Management Communications Specialist(s) Specialist(s) Education Coordinator(s) Marketing & Freelancers Development Specialist(s)
- 40. Executive Director Member Education & Financial Engagement Meetings Services Volunteer Freelancer
- 41. Depends onsize, scope and commitment How much staff time? ◦ Depends: from 1 to 8 hours a day ◦ Survey of marketers: 1-8 hours a week What is dollar cost? ◦ Most tools are free; cost is staff time
- 42. Who cancreate/distribute/comment? ◦ Selected staff/leaders? ◦ Anyone? Who can view? ◦ Members only? ◦ Anyone?
- 43. Stop doing thingsbecause “everyone else is.” The right mix for your association: • Where members are • Where they’re headed • What you’re trying to accomplish
- 44. Tell good stories. Inform Engage Be the FIRST and LAST stop Teach for members/readers/users. Inspire Share Content First … Tools Second. Compel Entertain
- 46. Mobile Mania billion Computer Users billion Cell Phone Users
- 47. 450 441 440 430 420 410 Web version 400 391 Mobile version 390 380 370 360
- 48. Global Sales: Global Sales: Smart Phone Tablets 600 491.4 500 400 304.7 300 200 100 0 2010 2011
- 49. Compare this website mobile.southwest.com Explore “responsive design” so you reach multiple platforms
- 50. Content Marketing/Management for Associations& Nonprofits Pre-conference workshop Tuesday afternoon, September 4 Awesome conference! Save $100. Use “SCD Group” in discount code Disclosure: I’m coordinating the workshop
Editor's Notes
- #4 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!
- #5 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.
- #8 Write sample of answers on flip chart!
- #13 And getting harder to get time than money.
- #20 Cool Tool!
- #21 - 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.
- #22 - 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.
- #29 you can accelerate your publishing if you look at the content around you and think about combining things and breaking things downa webinar becomes a podcast… Broadcast (Tweet, Facebook, LinkedIn) the URL for the podcast the podcast becomes a blog post… combine the blog post with a newsletter…etc.
- #31 Vern – “monitors member company names” … shares good & bad news … huge positive response from member CEOs Pat – tracks “best of best” stories and creates morning “alert” for staff and officers Beth – saw a TV reporter’s tweets asking for “hotel maids” wanting to talk about an “expose” on local hotel; GM was a member; called him; news to him; so he called Station … “member for life!”
- #36 If one member asking, means a lot more have same question. Marcus Sheridan’s pool blog: asked staff what customers/prospects were asking … wrote about that … turned company sales around … revenue up 50% in a deep recession.