FREE WEBINAR – 5 Association Internet TV

FREE WEBINAR – 5 Association Internet TV Strategies
Join me for a free webinar on 4/11/12 at 2ET/1CT. Register-> http://ow.ly/a7F8a

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April 6, 2012 at 10:36 am Leave a comment

The power of video and good storytelling

The power of video and good storytelling
by 2015 76% of TVs will be internet connected http://ow.ly/a4FT2

April 4, 2012 at 7:00 am Leave a comment

Put another way, utility-driven populari

Put another way, utility-driven popularity = blue jeans, trending novelty = parachute pants #CMO #socialmedia #ideas12 #CEO #marketing

March 30, 2012 at 8:38 am Leave a comment

True innovation is the ability to distin

True innovation is the ability to distinguish utility-driven popularity from trending novelty. #CMO #socialmedia #ideas12 #CEO #marketing

March 30, 2012 at 8:25 am Leave a comment

Check out the new Social Frequency Media

Check out the new Social Frequency Media Communications Channel on YouTube at http://ow.ly/9Juyw

March 18, 2012 at 11:54 pm Leave a comment

“Lights! Cameras! Interaction! 5 Internet TV Strategies for a New Era of Member Engagement

Imagine your association or trade organization having its own television network full of “must-see” original series-based and niche programming which draws in a loyal audience of members, non-members and relevant stakeholders.  It begins with great storytelling.

Good storytelling is like a “window”, but great storytelling serves as both a “window” and “mirror” reflection upon your audience’s own experiences, interests and core values.  Good stories appeal to us on a rational level but great storytelling reaches the heart and soul which leaves us feeling a stronger connection and “kinship” with the story, its subjects and origin.

Despite these truths, as membership professionals we’ve spent years doing our best working within the limitations of the communications channels and platforms we’ve had at our disposal in our attempt to engage members in our messaging, stories and networking.

While video is considered to be the most effective multi-sensory form of communication, it has largely been out-of-reach for most of us until the recent evolution of web video.  Despite growing access to web broadcast channels and video platforms, one might conclude that our industry’s approach to video strategy has been somewhat primitive at best.

In the end, it’s not the format of video itself that creates a compelling story-driven experience, but rather the way in which we utilize video as a tool to tell powerful series-driven stories which create that ongoing “window” and “mirror” reflection that strengthens the way members identify and engage our associations.

Interactive internet TV technology is gaining steam and when you consider the reach of internet-based video across living room TV screens, computer screens, tablets and mobile phones, the opportunity becomes clearer.  However, it’s going to take more than a couple of flip cams to get on the right track toward producing the right series and programming.  Below are some strategies to help you get started:

1)  Develop Channel Segments: Just as we define membership segments, it is equally important to define the key audiences you would like to reach.  Audience segmentation can help you not only plan the most relevant series/episodic content but also help you prioritize creative development.

2)  Interactive Video Platforms and Tools: There are more options out there than you might think.  Emerging technologies, such as Coincident TV, are providing an early glimpse into the full potential of truly interactive internet-based TV.  This technology converts passive viewers into fully engaged active participants who are in control of the viewing experience.  This type of video technology is hardwired for social networking and enables the producer to create behavior-prompting “cue points” during the video which to convert compelling “moments” into actions.   Click here to consider the possibilities.

3) Story Format and Series Planning: We live in the age of reality-style TV, which is essentially a documentary-style form of storytelling.  Immersing audiences into the center of a story in an authentic way is not only compelling, but also a far less expensive form of production than “staged” programming.  Consider the prospect of following a member/s over multiple episodes, entering into their daily life and experiences.  The premise of the series should be rooted in the key messages, themes and goals your associations seeks to convey, only your messengers are real members telling/living real and relatable stories.

4)  Sponsor-Integrated Programming: The need to generate non-dues revenue is a trend that will likely not go away anytime soon.  Sponsors seek to create a close strategic alignment/relationship with your members.  The challenge is granting sponsors the level of integration they desire while at the same avoiding disruption and value-detraction.  Interactive original internet-based video programming offers the creative possibility of incorporating sponsors as meaningful story elements incorporating the CTV style of capabilities above.  Perhaps the best news of all, original series-based programming is not only a great vehicle for sponsors but also an excellent means by which to underwrite production costs.       

5)  Leveraging Series Stars as Association Surrogates: The cascading benefit of an effective internet TV strategy is you are creating an air of “celebrity” around the “stars” you feature as part of your series-based programming.  These association “celebrities” can become amazing surrogates and spokespersons for your association at a number of key levels.  Looking for an example, watch this example which contributed a spike in membership for the Emergency Nurses Association.

Need more examples to jumpstart your storytelling, take a look at these soon-to-be-released non-profit examples from America’s Chefs and The Exchange Club .

In the end, as you develop your internet TV strategy always keep in mind you are building a deeper and broader level of engagement with your members.

April 5, 2011 at 3:03 pm 2 comments

Social Media – From Trend to Standard Association Business Practice

Having returned from the 2010 ASAE Annual Meeting last week, all I can say is it has been a fascinating year in the slow evolution of the social web’s impact on association business practice.  I can also say  there are many more miles to travel before associations secure a strong future with their audiences.

Perhaps the most interesting development I’ve seen is the way some of the trendy social media hipsters are starting to lose a bit of interest, which can only mean that we may finally be moving toward the integration of social media strategy into the standard association business model, strategy and operations… but we aren’t quite there yet.

I admire all of the cutting-edge early adopter personalities out there as they are the ones who help push everyone else through the gravitational pull of the association atmosphere to get us all to the point where we can shift our focus to analyze how the business trends of social media are reshaping our world.

Where do we go from here and what does 2011 have in store for us?  My recommendation for you is a series of board and executive management sessions in your association geared toward educational and planning so the business impact and opportunity of social media can, once and for all, be understood and advanced.

In doing so, we move the conversation from the delegation of social media responsibility to the new part-time college graduate hire over in marketing/communications to the place where all strategic business issues are discussed and planned… the Board Room.

As the saying goes, “if you’re not part of the solution, you’re part of the problem”.  Now, let’s get out there and build a strong future for associations.

September 1, 2010 at 9:46 am Leave a comment

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