The Frontier is Now
Ryan Cohn
Vice President, Social/Digital Operations
Sachs Media Group
How Social Media is Rewriting
the Association Playbook
TODAY’S CHALLENGES FOR TOMORROW’S ASSOCIATIONS
“The most significant problem facing association
boards, CEOs, and senior executives today
is the task of creating organizations
capable of thriving in the 21st century.”
ASSOCIATIONS NOW
TODAY’S CHALLENGES FOR TOMORROW’S ASSOCIATIONS
EXAMPLE: American Medical Association
1965: 75% of all physicians were members
TODAY: 25% of all physicians are members
TODAY’S CHALLENGES FOR TOMORROW’S ASSOCIATIONS
“What will be the significance of
associations in 10 or even 20 years?
Will we still have an impact on society?”Association Trends
TODAY’S CHALLENGES FOR TOMORROW’S ASSOCIATIONS
1. Membership Struggles?
2. Lack of Interest from Millennials?
3. Conference Registration?
4. World Becoming Too Complex to Deal With?
How Will Your Association Evolve?
TAKE A GOOD HARD LOOK IN THE MIRROR
HOW HAVE THE NEEDS OF YOUR MEMBERS CHANGED?
WHAT DO THEY NEED FROM YOUR ASSOCIATION?
WHAT ARE THEY GETTING FROM OTHERS?
TODAY: INFO IS EASILY ACCESSIBLE
TODAY: INFO IS ACCESSIBLE ANYWHERE
EASY ACCESS = INFO OVERLOAD
HOW DO THEY VIEW YOUR MESSAGE?
CULTIVATE – ANALYZE – DELIVER
“Don’t worry - Focus on what you do best.
We’ll let you know what’s important.”
CULTIVATE – ANALYZE – DELIVER
Association Message:
“Don’t worry - Focus on what
you do best. We’ll let you
know what’s important.”
PROVIDE “JUST-IN-TIME KNOWLEDGE”
“The right knowledge at the right time for the right purpose
for the right strategy, all revolving around the fact that the
knowledge is instant, fast and transitory.”- Jim Carroll, author of Ready, Set, Done: How to Innovate When Faster is the New Fast
THE OPEN-SOURCE ASSOCIATION
“Developer groups would have access to online collaboration
tools where they gather input, come up with ideas, and put
them out for the community of members to test.”-Rebecca Rolfes, author of The Competition Within:
How Members Will Reinvent Associations
• Knowledge ecosystems
• Member empowerment
• Adaptive collaboration
• Continuous loops of
experimentation, application,
feedback and refinement
MARKET EXCLUSIVITY, PROVIDE VALUE
Create and Market Two Levels of Information:
1. Publicly Available for Association
Branding and Marketing
2. Limited Access for Members Only
PUBLICLY AVAILABLE CONTENT
• News and Blogs
• Resource Guides
• Social Media Pages
ADD VALUE TO EACH CONSUMER
Great Example:The Geek Squad’s How-To Videos
KEEP IT SHORT (TALKING POINTS)
TWEETABLE TIDBITS
140? GRASSLEY ONLY NEEDED ONE
FIND THE CONVERSATION SWEET SPOT
WHAT PEOPLE ARE TALKING ABOUT YOUR TOPIC
RISKY RISKY
SWEET SPOT
GIVE THE PEOPLE WHAT THEY WANT
YOUR GOAL: Keep Them Happy and Engaged…
…Without Losing
Him Forever
FOCUS ON SMALL GROUPS & ADVOCATES TO EXTEND REACH OF THE ASSOCIATION
NOT EVERYTHING YOU POST TO FACEBOOK GETS SEEN BY YOUR FANS
News Feed Placement Determined By:
1. Past Interactions with the Author
2. Past Interactions with the Post Type
3. Reactions from Other Users for that Post
4. Negative Feedback on that Post
IDENTIFY EACH POST’S AUDIENCE
…AND ONLY TARGET THEM.
HOW TO TARGET POSTS ON FACEBOOK
1. 2.
3.
MEASUREMENT: WHAT CONTENT PRODUCES RESULTS?
MEASUREMENT:WHAT CONTENT PRODUCES RESULTS?
TRACK BEHAVIORAL ACTIVITY
Segment Audiences and Form Lists =
Highly Relevant Email Campaigns
LIMITED ACCESS FOR MEMBERS ONLY
• Private Social Groups
• eBooks + White Papers
• Industry Studies
• Webinars
• Conferences
• Partnership Programs
ASSOCIATION AS TRUSTED AUTHORITY
Increased Availability of Options =
Members Need to Differentiate
Offer Members Opportunity
for Special Credentials, Awards
• Don’t give to everyone
• Must meet minimum standard
• Market as vital for consumers
COLLECT SUBJECT MATTER EXPERTS
Empower SMEs to Lead the Conversation
• Consumers View as Trustworthy and Credible
• Members Require Expert Analysis and Guidance
CONNECTING IS EASY. TRUST IS HARD.
Ease of Connecting via Social =
Too Many Requests
CONNECTING IS EASY. TRUST IS HARD.
Become the Trusted Networker,
not the Gatekeeper.
Provide Verified Introductions.
Connect the Right People.