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Manage Content, Grow Member Value
Stop Being Content Fried:
This is NOT a lecture.I am NOT talking for 75 minutes! Key points. Dialogue. Discussion.
Beginnings …
About Me
Coach: “Drake, you’d be better if you were more mobile, agile and hostile!”
#NESAE
I’m Content Fried!
What About You?
• And, you want me to read what? Now?
Are You Content Fried? At your tables: please answer this question:
What do you do to reduce the stress from all the content?
1. Content Management – Why?2. Added Member Value3. Gather, create, curate, distribute 4. Editorial Formula5. Content Tools (Periodic Table)6. Research / gathering7. Structure & Costs8. Control: production & viewing
Suggested Agenda
Please share your expectations of the next 74 minutes. What do you expect to discover in this
session?
Beginnings …
1. Associations need $ and Time2. Associations no longer control information3. Conversations happening without associations4. Managing content key to adding value5. You are what you publish6. Influence the lurkers7. Go mobile NOW
Assumptions
Add value for members Recruit new members Enhance efforts with multiple use Overcome competitors
Why Content Management?
Money (dues, donations)
Association needs from members
Time
Member Value = Time
Find ways to gather, curate & distribute important information (regardless of source) for your members.
Share it with them. You’ll save them time! And, become a hero!
What to be a hero?
Develop Member Personas
Bob
• Manages 3,600 acres of trees• Pacific Northwest• Sells to big box stores• Biggest concern is rising
freight costs• Gets news online
• Small Choose & Cut farm• Gulf Coast of Alabama• Offers tours, Santa, train
rides• Biggest concern is weather• Prefers print
Steve
Curate & Distribute
1. Review & verify your content (information)2. Develop content strategies3. FLIP your “publishing” process 4. Follow 1-7-30-4-2-1 editorial formula5. Select appropriate tools from Periodical Table
of Content Marketing
Start with daily digital Measure with analytics Put the best in your other
publications
Flip Your Publications
1 = Something daily (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?)
1 – 7 – 30 – 4 – 2 - 1
Content Marketing Tools
How Table Works
How Table Works
Content Marketing Tools
Content Marketing Tools
Content Marketing Tools
Content Marketing Tools
That’s the editorial formula & Periodical Table of Content Elements.
Your turn ... discuss and surface any questions/ideas
Now, share
Transition
End of Chunk 1
Chunk 2 = Tactics
Repurpose
Reuse
RepurposeReimagine
Using once = wasted resources
Tell the story across platformsReducing Antibiotic
Residues
Monitor “social media outposts” Example: FEMA (Vern) Example: STL HBA (Pat) Example: SLAMPI (Beth)
Listen = Member Benefit
Listening at Work
Listening Tools Google News Alerts Twitter search Blogs (industry and/or profession) RSS feeds to Google Reader Google Scholar Prismatic
Create Google News AlertsSelect “key words” create search for each
TweetDeck “columns”Select “key words” with columns for each
Things You Can Do Today 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?
Questions Repurposing Listening
Transition
End of Chunk 2
Chunk 3 = Other
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?
Content Management Structure
Content-driven organization
President, CEO
VP, Client Management
Executive Directors
Assistant Executive
Director(s)
Education Coordinator(s)
VP, Client Services
Director of Membership
Services
Membership Services
Specialist(s)
Director of Content
Management
Content Management Specialist(s)
Freelancers
Director of Marketing &
Communication
Marketing & Communications
Specialist(s)
Marketing & Development Specialist(s)
Director of Meetings &
Events
Meeting & Event Specialist(s)
Director of Fund
Development
Fund Development Specialist(s)
VP, Financial Services
Accounting Specialist(s)
Small Staff Structure
Executive Director
Member Engagement
Volunteer
Freelancer
Education & Meetings
Financial Services
Depends on size, 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
Costs
Who can create/distribute/comment?◦Selected staff/leaders?◦Anyone?
Who can view? ◦Members only?◦Anyone?
Control
Things You Can Do TodayStop doing things because “everyone else is.”
The right mix for your association:• Where members are• Where they’re headed• What you’re trying to
accomplish
Things You Can Do TodayTell good stories. Inform Engage Teach Inspire Share Compel Entertain
Be the FIRST and LAST stop for members/readers/users.
Content First … Tools Second.
End of Chunk 3
Chunk 4 = Mobile
Mobile Mania
Cell Phone Users
billionComputer Users
billion
Go Mobile
360370380390400410420430440450
391
441
Web versionMobile version
Smart Phone/Tablet Sales
0
100
200
300
400
500
600
304.7
491.4
2010 2011
Global Sales: Tablets
Global Sales: Smart Phone
Compare this website mobile.southwest.com
Web vs Mobile:Compare Southwest
Explore “responsive design” so you reach multiple platforms
Want More?Content Marketing/Management for Associations & Nonprofits Pre-conference workshop Tuesday afternoon, September 4 Awesome conference! Save $100. Use “SCD Group” in
discount codeDisclosure: I’m coordinating the workshop