Posts tagged ‘Association 2020’

“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.

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April 5, 2011 at 3:03 pm 2 comments

Association Publishing Magazine Features Stuart Meyer in September/October 2009 Issue

Association Publishing ArticleMy advance apologies for the dreadfully ego-centric sounding headline above.  I simply wanted to make sure this posting was optimized for search engine results… or “SEO” as it is called… which translates into posting views and insures that this story might reach a wider audience.

As many of you know, I’ve spent the second half of this year making the transition toward living and sustaining my life purpose.  This wonderful article, written by the very talented Carla Kalogeridis, provides a deeper perspective on how I am working to translate my humbling gifts and talents into my daily vocation as composer, filmmaker and not-for-profit social media consultant.

Earlier this year, as a step along this journey, I voluntarily composed a theme song (click here to listen) for the Association Forum to be used as a source of motivation for all the not-for-profit association professionals out there who have weathered a very difficult year.  The title of the theme song is “Go the Distance” which pretty much says it all to anyone from any walk of life who has endured this year of economic heartbreak and setbacks.

Within the past couple of months, I was contacted by Association Publishing Magazine about their interest in writing an article about the story behind this piece of music.  If you click here you can read the full article.

As the journey continues, I also invite you to support my current documentary film project, Imprévu – The Kenneth von Heidecke Storywhich is an inspiring story about a blue-collar Midwestern kid from Chicago who faces unimaginable triumph and tragedy in pursuing professional and international acclaim in the world of ballet.

When I first met Ken, I knew this was a powerful story that had to be told in a way that is as uniquely creative and as beautifully artistic as his life.  This film will not be your typical documentary, but rather an emotive and inspiring cinematic journey that well leave audiences reflecting, and hopefully acting upon their own inexhaustible purpose and calling in life.

Please join the official Imprévu film group on Facebook by clicking here where you can read our production diary dating back to 2008, listen to clips of film music I’ve composed and see our growing collection of production photos. I also welcome you to spread the word.

September 14, 2009 at 10:17 am Leave a comment


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