Gips Folio presentation FINAL

The Social Media Maven’s Guide to Achieving Association Leadership Buy-In of the Media Group’s RoleMichael Gips, Chief Global Knowledge and Learning OfficerASIS InternationalFolio Association Media Summit, May 3, 2016

What Harry Potter Character is your association media strategy?

Take this simple Folio quiz to find out!

Core CompetenciesAgenda Setting and Issue FramingOpportunity to create focus; establish what industry thinks about and salient aspects for internal and external publics.

Brand-BuildingMedia establish, reinforce,

and allow brands to evolve.

Showcase InitiativesThe most widely disseminated and most efficient means of communicating with a membership. A force multiplier for every association program.

The Top Methods to AchieveCommunity Engagement:

You won’t believe number 43!

Content can be endlessly re-purposed to attract audience

Multi-Channel SolutionOffering glimpses in many different channels increases awareness without diminishing value.

Content is KingDrawing relevant audience through search.

Context is Prime MinisterThose drawn to content by search are better defined leads than you can buy.

Association

Media

Secrets the Media Experts Don’t Want You to Know About Building Audiences.

Association Media Builds Publics

Finding Their WaySearch engines deliver audiences relevant to content.

Consider ThisCredibility and Authority are established

individually and asynchronously before membership is considered.

Talking it OutCommunity is built by audience sharing, commenting and fostering dialogue.

Converting from Audience to Member

ConvenienceAssociation media is primarily responsible for content creation.

DiscountsMember pricing demonstrates value proposition.

RelationshipMembership as Identity.

Awareness

Credibility

Engagement

Membership

How to Avoid Being Viewed as a Cost Center,According to Science!

Four Core Communications Categories

It’s Up to YouAssociation media is primarily responsible for content creation.

Don’t Break the CycleWithout appropriate investment in content creation, the cycle breaks down.

•Creating Sense of the Landscape

•Situational Awareness

• Identifying Emerging Issues

•Asking constituenciesto do something like attend an event, consider certification, buy a book, become a member, donate.

•Fostering peer dialogue

•Enabling the P2P share

•Feature Stories• Infographics•Multi-media•Research•Blog

CREATING Setting

the Agenda

COMMUNITY BUILDINGOrganizing around Ideas

3CURATINGThe Service of Context

4PROMOTING

No Mission without the

Margin

1 2

Source: A Practical Guide to Integrated Communications, Idealware

Demonstrating ValueAdvertising/Native Advertising RevenueAds, Sponsorships, Sponsored Content, House Ads and PromosThat Increase Sales, Event Enrollment, Etc.Reader SurveysMedia Typically Scores High in Reasons for MembershipReprints/ExcerptsExhibitors, Advertisers Purchase, AND Endorse Your MediaProducts in their Displays, Promotions, Etc.

StewardshipAssociations Are Stewards of Dynamic Knowledge BaseVetting for “Codification”Topics Explored in Association Media Eventually Become Codified in Education, Certification, StandardsSubject Matter ExpertiseMedia Staff Best Understand the Profession, IssuesFuture PathsMedia Helps Identify Opportunities, Hazards, Paths Forward

Association Media MetricsMeasuring Engagement Via:• Readex, Etc.• Time Spent On Site• Number of Pages Visited• Scroll Depth (?): A Google Plug-In• Metrics Will Change Over Time!Don’t Compare to Non-Association Media• Not An Even Playing Field• Use Data Internally to Drive Improvement• Association Media Edge Is Strong Ties with the MembershipAssociation Metrics vs. Association Media Metrics• Membership Growth, of Which Media Is Only One Element• Grow Circle of Engagement• Build Podcast, Webinar, Newsletter, Social Media, etc.

Engagement but Determine Which Ones Your Membership Responds To

Get Association Leadership Buy-in with This One Simple Trick!

Editorial Independence vs. Association Collaboration Maintaining Editorial IntegrityAssociation event, document promos OK; advertorial, selling ad space in tandem with articles, NOT OK.Your Role On the “First Team”Ensuring Publishing’s Strategy and Goals Align with Association’s Strategy and GoalsTake the LeadBecoming a Leader vs. Being an Editor or PublisherExperience MattersLeveraging Your Expertise in Your Association’s Subject MatterEducate Your AudiencePublishing as Part of Your Association’s Education, Knowledge, and Learning Department

CEO, CFO, COO, and CMO followed you.

Members Matter Most

Thank you!Michael Gips, Chief Global Knowledge and Learning OfficerASIS InternationalFolio Association Media Summit, May 3, 2016