Converging Trends Impacting Associations

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®

Converging Trends Impacting Associations

Making Dreams Fly

®Why People Join

• Mailboxers: judge the association almost entirely by what they get in the mail. Likely to ask “Is the material I get in the mail worth the dues?"

• Relevant Participants: judge the association by meetings; attend meetings for both information-gathering and networking purposes.

• Cognoscenti: join and stay because they are seeking specialized information that they cannot get anywhere else. Ensure these individuals get up-to-date and accurate information.

• Status-Conscious: join for the status an association provides. This might include its reputation, awards programs, publisher or speaking opportunities or other recognition programs.

• Shapers: join and stay primarily to have the opportunity to shape association policy.

• Altruistics: generally motivated by the values of the association; must be motivated by the message.

• Comparison shoppers: shop between associations that can meet the same or similar needs.

• Doubters: need to be continually convinced why they should belong.

• Not-relevants: will leave if the organization becomes irrelevant to their needs.

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®Groundswell

A social trend in which people use technologies to get things they need from each other rather than from traditional institutions such as corporations or associations.

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®P.O.S.T. Process

P = People

O = Objectives

S = Strategies

T = Technology

© Groundswell, Forrester Research

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®Tecker’s 6 Trends

1. New Intermediaries Since anyone can provide content, people looking

for trusted experts Associations could serve as the trusted community

of experts

2. Reverse Mentoring Millennials adaption of Web 2.0 impacting all Web 2.0 tools for discussion & distribution

3. Green Economics Green has evolved from philosophy to economic

necessity

© 2008 Tecker Consultants LLC

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®Tecker’s 6 Trends

4. Inverted Workforce Boomers retreading taking positions formerly held by

young entrants who are now taking mid-level positions requiring technology

5. Maturing Globalization Act Global: Think Local is new mantra Global companies decentralizing to get close to local

6. Brain, Brawn & Bucks Aging Boomers + less healthy children mean universal

healthcare will result in a supply-demand crisis Costs will be paid from reallocated resources meaning

some associations will represent winners and some will represent losers © 2008 Tecker Consultants LLC

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®

Converging Trends Impacting Associations

ContentMarketing

CauseMarketin

g

SocialMedia

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What: Sharing contentOld: Controlled, Members OnlyNew: Open to all (w/exceptions)Why? Be filter for members

Be thought leaderBecause if you don’t

someone else willExamples: marketingprofs.com

raintoday.comDrakeCo Clients:CLA – Weekly TipsDCHA – R

Content Marketing

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Making Dreams Fly

®

Making Dreams Fly

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What: NonProfit & For ProfitOld: PhilanthropyNew: Marketing for Purpose & PassionWhy: Engagement, awareness, fundsExamples:

Trees for TroopsMO KidsFirst

Cause Marketing

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What: Community, relationsOld: Word of mouth, networking, gossipingNew: Web-based tools w/o gatekeeper Why: Community buildingExamples:

Facebook Fan PagesLinkedIn GroupsYouTubeFlickrTwitter

Social Media

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®SlideShare

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®LinkedIn

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®Twitter

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®Twitter Ties

Contacts

Concepts

Content

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®Content lead from Twitter

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®

Social Media as Fundraiser

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®Media Portfolio

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®

Converging Trends Impacting Associations

ContentMarketing

CauseMarketin

g

SocialMedia