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Will associations go from good to great to gone?
The Demand Perspective    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Used to dominating their markets — being the go-to information resources, certifiers, educators and influencers — associations are also failing to see the warning signs that their members' worlds have changed, and are failing to act to get in front of or even keep pace with that change. Instead, many associations have accepted a "new normal" defined by fewer members, fewer products and services, fewer staff, lower revenues and reduced influence. More



What's plaguing associations in 2012 — the dog that didn't bark
Effective Database Management    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Managing your database effectively is a process, not an event. That is reflected in the continued identification of consistent themes year over year (e.g., data integrity, reporting integration). But beyond the day-to-day, associations need to look at how they're leveraging their data, not just managing it. The results of this survey suggest associations still have a long way to go. More

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How does your customer communication stack up?
Socious Online Community Blog    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Who doesn't want to keep their customers and bring their biggest fans into the selling process? Who doesn't want to decrease customer support costs? Who doesn't want to have the pulse of their market to create more profitable products? The foundation for achieving all of these objectives is customer communication. Communication is the basis for all strong relationship. How you communicate, listen, and collaborate with customers determines how well your company builds relationships with your customers. More


Gen Y workforce and association membership
Association Subculture    Share    Share on FacebookTwitterShare on LinkedinE-mail article
We have known for years that the idea of a "lifetime" member has been slipping into legend. So, what now? If Gen Y workers are spending less than two years with any given employer, then your ability to reach them with "15 marketing messages over two years" is just simply irrelevant. They will change jobs before your marketing plan even gets going. If a Gen Y individual is seeking a leg up on a career and moving faster than ever, then maybe your strategy needs to be less dialed in to specific member value and dialed out to springboard capability to address wider needs. Maybe instead of a home your association is a springboard to what's next. More

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Go all in on digital
Principled Innovation    Share    Share on FacebookTwitterShare on LinkedinE-mail article
Most associations continue to rely on face-to-face interaction as part of their core value creation efforts. Despite the widespread adoption of distributive social, learning and related technologies, orthodoxy still insists associations conduct annual meetings and trade shows, as well as other in-person conferences, seminars and workshops. A more mobile and connected world offers associations the opportunity to become true digital platforms by significantly reducing (if not eliminating altogether) the number of face-to-face sessions they offer every year. More

3 ways to change how your organization shares
Mashable    Share    Share on FacebookTwitterShare on LinkedinE-mail article
The way we learn in corporate environments hasn't changed in decades. We still attend weekend training sessions, read sales manuals and watch taped lectures. Right now, organizational knowledge sharing forces people to learn from "expert material" — the manual, the binder and the video. That should shift to learning from teammates and co-workers. We need to incorporate the innovation we're seeing in education technology into the business world, and do it in a way that is designed for business use cases, not academic. More



Creating content when there's no time
The MemberClicks Blog    Share    Share on FacebookTwitterShare on LinkedinE-mail article
It's probably pretty annoying to have people constantly telling you to be tweeting, Facebooking and blogging on top of everything else you're responsible for — especially as a small staff association professional. It's probably extremely frustrating when there are barely enough hours in the day to juggle your everyday tasks, let alone add social networking to the mix. Yet, it's important for your association to be viewed as an expert in the field. But members will appreciate it, and those members can create positive word-of-mouth marketing for the organization. So, how can you create meaningful content when you're pressed for time? More


 

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Colby Horton, Vice President of Publishing, 469.420.2601
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