Marketing 3.0: Creating a Faster Path to Innovation and Results

Monday, March 10, 20143:15 – 4:30 pmHashtag: #ideas14 LS5

Agenda/Format• 5 Problems, 5 Solutions + Overview, Tools & Tips• From 4 AMC panelists representing 124+

associations• Question Break After Each Category• 4 Categories

– Content Marketing/Creation– Storytelling– Digital Presence– Agile Marketing/Management

• More details in handout

Content Marketing/Creation

A Chart Identifies Gaps & OpportunitiesProblem: How to expand our market to new segmentsSolution: Understand value via content creators and consumers, identify new member format

Increasing Exhibitor Value Through Marketing

Campaign Goals:• Added value to exhibitors• Increase Ad revenue in support of NANN’s “WIG” • Provide attendees an early look at new products

Increasing Exhibitor Value Through Marketing

The Campaign:

• Emails to showcase up to 14 exhibitors’ products • 2 sent before event and 2 sent throughout year• Enhanced visibility for exhibitors/advertisers before and

after event• Additional conference marketing opportunity

53% of exhibitors polled showed interest in

participating in the emails

Increasing Exhibitor Value Through Marketing

The Results…

Email launch early March - anticipated revenue in year 1 is $50,000 - $75,000.

The Problem With Pecans

• Product awareness• Geographic boundaries• Editorial gatekeepers

Solution

• Facebook, Pinterest, Twitter• Engaging Content: Recipes• Advertising

Getting them outside the pie!

Results

46KFacebook Followers

INCREASEDEngagement

A Game Adds Buzz to A MeetingProblem: Need to increase interest in meeting programSolution: A keynote quiz, promoted across social media, app and web

Content Marketing Strategy To mindfully create and share valuable

messaging that attracts a consistent readership, influences mindshare, and accelerates buying decisions in a non-sales way.

Nasheen Liu, VP of marketing at The IT Media Group

Content should do three things: tell a story, speak in your audience's language, and initiate an action.

Three tips:– Don’t forget your internal audience– Insource your content but control the output– Outsource your topics to industry experts

Content Marketing Strategy Goals Build a thought leadership position within your market Create greater brand awareness Identify potential members interested in what you’re

doing, and Ultimately generate a positive ROI for the association

Challenges No defined purpose

for each social media platform

Wrong people in charge of the effort

Doing PR the same way you used to five years ago

Confusing content marketing strategy with sales strategy

Resources & Tools• Animoto – create multimedia shows from photos• Tagxedo – cloud graphics• Evernote’s Skitch – annotations and sketches to make a point• Powtoon – free animated video creation• Piktochart – free infographic creators• Generators – graphics creators• Jing – www.techsmith.com/jing - record how to do something on

screen• Hubspot’s The Marketer’s Crash Course in Visual Content Creation• Helpful websites include:• www.marketingprofs.com• www.contentmarketinginstitute.com• www.ubersuggest.org • http://boostblogtraffic.com/headline-hacks/

Storytelling

Humanizing Certification Leads to Success

Marketing Campaign Goals:• Increase participation in CRRN certification• Keep the 30 year-old CRRN certification relevant

in a world of increasing micro-certifications

Humanizing Certification Leads to Success

Faces of ARN Campaign• Outreach to all CRRN certificate holders to

request photos & quotes• Enthusiastic Response! 70-80 participants

Having my CRRN has enhanced my education and encouraged me to continue to pursue my next degree. I have found that the CRRN has made me more knowledgeable within our specialty practice and has allowed me to share that with others.- Carol Domzalski, CRRN

Humanizing Certification Leads to Success

Results:• Personalized outreach to

different nurse settings based on info. received. • Examples:

A Crowd Sourced Solution

Problem: Members need help explaining the value of their work to the public and their institutions. Solution: The “Put A Face On It” program used member-sourced video to tell your story

What’s Already Out There

Problem: How does a small organization gain traction for its message with no expense? Solution: Use mainstream culture, like television shows, to start a conversation http://www.adec.org/source/blog/archives.cfm/category/

Did you know…

…that solid waste workers have the 5th highest mortality rate of all occupations in the US?

Our Solution

• Strategic messaging• Media toolkit • Public awareness

Results

Saving Lives:Legislation Passed, In Process and Under Consideration

Storytelling

• According to a recent Stanford study, stories are remembered up to 22 times more than facts alone.

Positioning & Storytelling

Products and services “are far more valuable when your prospect is mistaken, confused, or completely clueless about their true problem.”

Daniel Pink, To Sell is Human

Resources

• Instant Webinar from Corporate VisionsTim Riesterer, Chief Strategy & Marketing Officer

• Storify - create a story by pulling together multiple sources of social media content– Lessen the burden of content curation by pulling

compelling social posts into one cohesive story– Leverage the unlimited uses of technology in

storytelling, – Combine social media and journalism to produce

better quality stories. – Find out more at http://web.livefyre.com/.

Digital Presence

MCA Eliminates Brand Confusion

The Problem:• Two websites causing brand confusion• Market development initiative unsuccessful due

to lack of brand clarity

MCA Eliminates Brand Confusion

The Process:

• Board decided to digitally clean house - scrap both websites and start fresh!

• Developed mission driven tagline and new brand guidelines • Launched Facebook & Linkedin presences

MCA Eliminates Brand Confusion

The Results

• New website and other presences = brand clarity

Not So Sweet Talk ….

• Vast online dialogue• Misinformation• Lack of balanced information

Solution

• Identify key influencers• Retain credentialed advocates• Transparent commentary and

redirection

Results

4%Increase in Net Sentiment

during key periods of controversy

37%Increase in reachvs. previous year

Board Calls for Conference Innovation

Campaign Goals:

• Create an innovative conference strategy• Allow more people to obtain educational value

Board Calls for Conference Innovation

Virtual Conference Information:• Held concurrently with in-person event• Marketed to non-registrants after early bird deadline• Worked with A/V vendor to provide technology

Board Calls for Conference Innovation

The Results:• 200 Virtual Attendees • Equal in-person attendance experience• Increased exposure to conference content• Virtual event revenue double goal in year 1

THANKS for this option and opportunity. I am VERY pleased with the experience and HAPPY I participated. While I would have liked to attended the conference, recent surgery and other events prevented that. The

virtual conference was PERFECT for me. THANK YOU!!

Your Digital Presence

The sum of engagement and interactivity across all touchpoints

Deliver web, mobile and tablet touchpoints that align with core brand attributes and support established objectives– Strategic Plan– Integrated Marketing Plan

Create a unified member experience

Enjoyable, Easy and Useful Analytics and Operational

Data

The 4 Building Blocks of a Strong Digital Presence

• Tom Cochran, an Entrepreneur contributor, breaks down a good digital presence into four areas: content, strategy, design and technology.

• You’ll find the full article here.

Top 10 Digital Experience Improvement Techniques 1. Analytics & Operational Data2. Scenario reviews3. Integrate input from actual members on an ongoing basis4. User-centered design process5. One size doesn’t fit all – interface, size, responsive6. Get outside help when and where you need it7. Plan for the post-launch reality8. Bolster your association’s brand – don’t work against existing brand positioning

statements9. Measure against objectives10. Unify the Overall Member Experience

Use recognizable visual design patternsMake it easy to channel hopCross channel governance practices

Forrester Research, Inc. Top 10 Ways To Improve Digital ExperiencesKerry Bodine, July 2012

Agile Marketing/Management

New York Women in Communications

Aging profile of its membership base

Solution

• Pricing strategies• Career conference• Special

programming

Results

20%

of NYWIC members are

now students or YPs

What’s the WIG Idea?

Focus on the Wildly ImportantGrowth RetainRecruit

What’s the WIG Idea?

• Steven Covey’s Four Disciplines of Execution

• ResearchNeeds Assessment

• Magnet Hospitals

What’s the WIG Idea?

• Discounts• Toolkit• Focus• Word of Mouth

Success!

Result: 7,921 members – 9% increase in 9 Months

It’s Engagement, Not SellingProblem: Too many new members are not renewing 2nd yearSolution: Automate and build engagement

Chicago Ad Federation

• Underproduced • Not attracting the right

audience• Reflecting poorly on the

organization

Solution

• Branding and theme• Sponsorships• Keep it short

Results

• Excellent press coverage• Strong word of mouth• Doubling of attendance

Agile Marketing• Derived from the agile software

development• Culture of flexible, rapid change• Improves the speed, predictability,

transparency, and adaptability to change of the marketing function

Agile Marketing Process

The 2020 Association Marketing Department

Marketing DepartmentMission

and Vision

Strategic PlanIntegrated Marketing Platform

Creative Data Expert

Membership

Events Education Technology

Mobile Expert

Content Creator

Subject Matter Experts

Resources• Forrester Research• MarketingProfs.com

• Trello

Contact UsFACILITATORSteve Drake, presidentSCD Group Inc.Fort Myers, FLsteve@scdgroup.net  PRESENTERS Debra A. Berliner, Vice PresidentKellen CompanyAtlanta, GADBerliner@kellencompany.com Marilyn Jansen. Director Marketing and Business DevelopmentAssociation Management CenterChicago, ILMJansen@Connect2amc.com

Greg Schultz, Vice PresidentThe Sherwood GroupDeerfield, ILgschultz@sherwood-group.com Jeanne Sheehy, VP and Chief Marketing OfficerThe Bostrom GroupChicago, ILjsheehy@bostrom.com