Posts tagged ‘Social Frequency Media Communications’

21 Reasons Web Video is the Key to Your Association’s Future

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By Stuart Meyer

In many ways, the history of associations up to present day has been built upon information.  Think about it, trends, best practices, education, professional development, standards, research data and more.  For many decades our members and the rest of the world has looked to our association for information.

Today, information is everywhere and associations often find themselves getting lost in the ocean of noise.  The future of associations will be assured not merely by our highly credible body of knowledge, but most importantly by our ability to be a visible constant in effectively communicating and connecting our knowledge to our crucial audiences.

Of all the traditional media communications channels, video presents the potential to be the most engaging of them all.  Yet most associations are ignoring it’s powerful importance and long-term potential.  Ready to catch up?  Here are 21 crucial opportunities you are missing out on if your association is not currently planning it’s web video and web TV future:

1)  A Deeper Level of Engagement:  Compelling video-based content can evoke emotional-based economic decisions in ways few other mediums can accomplish as it helps members identify with the faces and stories behind the association’s mission, reflecting upon their own professional belief-system.

2)  Advocacy from the Front Line:  Creates a more powerful medium for stakeholders to not just hear about issues, but to immerse them in the experience, the lives and stories behind the issues.

3)  Rise Above the “Noise”:  As with advocacy, original programming creates a window into the public-interfacing side of the association’s mission which can capture attention like no other medium

4)  Increase Brand Visibility and Equity:  A story-driven association internet TV network can become a powerful branding platform for associations given the ability to inspire hearts and minds with compelling video content and create a quasi-“celebrity” good of the order feel.

5)  The Next Best Thing to Human Interaction:  The only communication medium more powerful than compelling multi-sensory video is recurring one-to-one human interaction.

6)  Traditional Media Regularly Searches Web Video:  Original programming creates a cross-over vehicle for direct use or heightened attention from traditional media networks.

7)  The Most Powerful Integrated Media Channel:  Compelling video-based content can be the primary communication medium and used as a secondary reinforcement/supplement  to other types of traditional media.  For example, video-based point-of-view (POV) stories could be used to illustrate a publication or journal article bringing the association mission “to life”.

8)  Build Targeted Channels Around Audience Segments:  Based upon member segmentation, an association internet TV broadcast network creates the opportunity to group narrower content into a series of channels with content focusing on each audience segment, such a student-focused channel.

9)  Capture the Heart… and Mind:   Member research almost always reveals a commitment to the higher association purpose in the decision to join and retain.  Beyond practical value, utilizing compelling video-based content can strengthen members’ emotional connection to the association in a way few other mediums can accomplish.

10)  Cross-Marketing:  Channel-based series and  programming creates an enticing “entry-point” for cross-promoting all other benefits, activities and opportunities within the association.

11)  User-Controlled Interactive Video:  Video-based technologies enable content producers to embed links and additional content within the viewing experience allowing the audience to “take additional action” or engage in transactions or conversations while still watching the primary video content, including the launch of web browsers.

12)  One Minute of Video is Worth 1.8 Million Words:  The mass medium of video enables associations to make compelling connections with hearts, minds and belief-systems like no other.

13) A Conversation Starter:  Compelling video-based content storytelling is a great conversation starter for ongoing dialogue via social media channels OR media-integrated interaction.

14)  Mobile Reach Beyond Association Walls:  Channel-based video content can reach the full spectrum of members and stakeholders via minimal investment of time/attention.  Further, internet-based programs become portable for easy aggregation across a wide spectrum of platforms and sites.

15)  A Long Media Shelf-life:  Unlike the limited shelf-life of publications, journals, earned media and other media tools, channel series and programming can be utilized repeatedly over time.

16) Watch Anytime, Anywhere:  From living room internet-equipped TVs to tablets, smart phones and PCs, it’s never been easier to build media channels and distribute video-based content.

17)  Non-Dues Revenue: The association broadcast TV network, channels and programming generates new opportunities for advertising and sponsorship.  While programming requires a one-time expense to produce, it has the potential to generate revenue for years to come.

18)  ROI (Return-on-Investment) & COI (Cost-of-Inaction):  With an internet-based broadcast channel’s ability to cross-promote the entire spectrum of activities within the association, ROI models should be set up to measure corresponding activity across the spectrum, well beyond the ability of traditional PR, paid advertising and collateral… all in addition to direct response measures and video platform analytics.

19)  New Strategic Sponsorship Opportunities:  Partner with sponsors to offset or cover the entire cost of development/production and creates an unprecedented level of brand-integrated positioning for strategic sponsors.

20)  Reasonable Production Costs:  With the rise in passionate creative talent and the decrease in technology cost, production and development is affordable by comparison to print publication, PR and advocacy programs.  Internet TV broadcast network creates the opportunity to group narrower content into a series of channels with content focusing on each audience segment, such a student-focused channel.

21)  Search Engine Optimization (SEO):  YouTube is the second largest search engine on the web and Google owns YouTube.  The Google search algorithm presently prioritizes YouTube video content on page one of search results.  I have one client who received a total of three page one Google search results simultaneously for an important keyword based on a video series we produced for them.

 

SM_12-4-12_edited-2With 14 years of association experience matched by a lifetime of creative experience in music and film, Stuart Meyer is President and Founder of Social Frequency Media Communications.  Social Frequency provides turnkey broadcast digital media development, platform and production solutions for associations, non-profit and business organizations.  Stuart can be reached at stuart(at)socialfrequency.net or by visiting www.socialfrequency.net 

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January 11, 2015 at 10:20 am Leave a comment

Ad Hoc Learning – 7 Trends Pushing the Popularity of Simplified Web Video-Based Education and Learning in Associations

by Stuart Meyer

Learn as if you were to live forever”.  Ghandi

SM_12-4-12_edited-1A few years ago, I served as a contributing author and speaker on ASAE’s Decision to Volunteer research project and publication where we popularized the term “ad hoc volunteer”.  An ad hoc volunteer is one who engages in a single-task volunteer assignment as opposed to a volunteer serving a formal long-term commitment on a committee or project team.  While we uncovered the opportunities presented by ad hoc volunteer roles, including increasing levels of loyalty and personal investment, we also learned that the formal governance structure of associations needed to become better equipped to leverage the potential of ad hoc volunteers.

Today, we’re learning the desire for ad hoc association participation is not limited to volunteerism.  In simplified terms, “ad hoc participation” from a member perspective means I don’t presently have the time for formal participation but desire opportunities for informal participation as time and interest warrants.  Further transposed to the evolving media world around us, it could be characterized as the “I want what I want when I want it and how I want it” trend.

The notion of “ad hoc learning” is certainly not a new concept as just about every conference pre/post evaluation survey and focus group I’ve conducted over the years always highlights the transforming experience and value of peer-to-peer informal learning and education-based networking… that “aha” moment when we’re standing at a conference during a break having a substantive conversation with another attendee and suddenly the “light bulb” finally goes on and our professional plight feels a little less lonely.

The opportunity for associations is determining how to satisfy this “everything-on-demand” generation of customers/members as a bridge to strengthening value, engagement, brand sentiment, loyalty and deepening levels of involvement.  The question is… will we continue to make them come to us or will we find better ways to go to them.

As we look out upon current trends, the notion of learning and how we gather the information we need, it’s certainly far from a news flash that much has changed over the past 10-20 years.  The key opportunity and strategy I see each and every day in my work is to simplify learning and access to learning as much as possible as an “everyday learning” compliment to our more formal means of web-based learning.

Let’s take a look 7 key trends driving our associations toward the demand for on-demand video-based ad hoc learning.

1) Video vs. Text Preferences

In 2010, Forbes shared a series of findings relating to web-based video.  According to their data, 59% of senior executives prefer to watch a video instead of reading text, if both are available on the same page.  80% are watching more online video today than they were a year ago. Finally, more than half of senior executives share videos with colleagues at least weekly and receive work-related videos as often.  From a consumer standpoint, in 2012 Retail Touchpoints reported that consumers who viewed video were 174% more likely to purchase than viewers who did not.  Whether using informal video-based learning as a compliment to text articles or the other way around, the opportunity to deepen the experience and sharing is clear.

2) Mobile Technology and Rise in Screen Time

The explosion of mobile smartphones and tablet devices continue to require us to determine how we optimize our content/product/information/services to best suit life on a mobile device screen and situational consumption patterns.  Google has suggested that within the next couple of years, nearly 90% of web traffic will be video-based mainly due to the rise of mobile technology.  Single topic video-based ad hoc learning lends itself to the mobile experience.

3)  TEDtalks

TED, short for Technology, Entertainment and Design, is non-profit organization driven by a global grassroots movement to advance “ideas worth sharing”.  A major component of TED is their online video TEDtalk series which are typically highly topic-focused presentations delivered during TEDx events which take place all over the world.  In a nutshell, TED has conditioned us toward ad hoc web video-based learning and over the past year my company, Social Frequency Media Communications, has worked with a number of clients in producing TED-style web video series as a form of simplified ad hoc learning… ranging from virtual speaker showcases to multi-episode topic-driven video series.

4)  Time… or the Lack Thereof

Dr. James McQuivey, Vice-President of Forrester Research, has been quoted as saying “a minute of video is worth 1.8 million words”.  Produced properly, video is a simple yet powerful form of communication that is more like a sit-back form of entertainment as opposed to a sit-forward mental activity.  Where once we were only “connected” if we were sitting in front of a PC, today we are continuously connected to our devices and, increasingly, through web-enabled smart TVs.

5)  Every other aspect of your customers/members lives

Your association’s customers/members live in a world of on-demand instant gratification options and your competition is every other form of streaming media, including Netflix and Hulu.  The difference between today’s online association video practices and the early days of low-viewership poor quality flip cam video is strategy, quality, marketing and distribution.  A simple eye-opening exercise is to compare your current lineup of YouTube videos side-by-side with your glossy association magazine and ask yourself if there is an equitable commitment/investment in production quality.  When it comes to our magazines, webinars, conferences and annual meetings we leave very little to chance in terms of production, marketing and promotion.  It’s time for associations to invest the same amount of energy in web video broadcast practices as poor quality cheapens both brand and credibility where high quality serves the strengthen brand and credibility.

6)  Rise of Niche, the Decline of Linear

Chris Anderson, author of The Long Tail, advances the notion that “The niche is now king, and the entertainment industry – from music to movies to TV – will never be the same.”  Let’s face it, if your association’s video-based learning strategy isn’t generating series of content focusing on every possible niche topic within your profession the reality is someone else will do so.  The opportunity is great with the main risk being inaction.   Further, instead of producing a single linear 45 minute learning-based video, break it up into more “bite-size” narrow topics and present a series of shorter, more focused videos given the viewer the option to view everything or to focus only on the topics most relevant to them.  Additionally, putting the viewer in control of what they watch can also increase additional views and sharing.

7)  The Opportunity of Portability

When it comes to our association publications, we’ve always dreamed of the “viral” scenario in which each issue is carefully routed around the office getting in front of as many people as possible.  Today, online video is portable not only in the sense we can take it anywhere we go via mobile technologies but the url-based format simplifies online portability in our ability to easily share video with others either through email, text or social channels.  If video-based learning content is locked down in an LMS or only available via a live webinar, a big portion of the opportunity is lost.  For this reason, its important to treat your ad hoc video-based learning strategy as a compliment to your other formal education programming.

So there you have it, a look at the evolution and trends surrounding web video-based ad hoc learning within associations as a means to strengthening value, engagement and brand sentiment.  To see an example of what it looks like, click here to see a 4-part AAO-HNS web series which was produced by Social Frequency Media Communications.

Stuart Meyer is President and Founder of Social Frequency Media Communications, a turnkey new media innovation and production company with 12 years of association management experience dedicated to helping associations develop, integrate, produce and manage a strong web TV broadcast network and presence.  He can be reached at stuart(at)socialfrequency(DOT)net

June 26, 2013 at 11:00 am Leave a comment

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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