Association Leadership - January/February 2016 - (Page 10)
QUICK INFORMATION YOU CAN USE NOW
❯❯ IN 2016, TAKE "AIM" AT YOUR ASSOCIATION COMMUNICATIONS
Research from the 2015 Naylor Communications Benchmarking Survey suggests that while associations
are making great strides in their fight for member engagement, they still struggle greatly with content
relevancy, communication integration and using data advantageously to learn more about their members.
With so many association initiatives tied to communication staff, creating and executing a formal and fully
integrated strategy can be a daunting task.
But it doesn't have to be if you implement a simple Take AIM (Assess, Integrate, Measure) approach. Here
are Naylor's top recommendations:
1. To build better content and greater engagement, you must start by asking what they want and
why. Assessment through surveys and face-to-face interactions is a very basic content strategy step that
is often overlooked, but how can you give members what they want if you don't ask?
2. Take a closer look at who your stakeholders are and what they are telling you-and what they're
not-to uncover areas for improvement and set your goals. Something as simple as looking at your
membership demographics can help you make more informed decisions on the best ways to provide
information consumption choices.
3. If you don't have a social media strategy, get one. Particularly with small associations, the question
remains: Are we employing a social media program just because?
4. When it comes to your digital communications, make every message count. It's imperative that you
have a plan, and avoid a "fire drill" approach when it comes to your communications.
5. Stop under-utilizing video. Yesterday. Continuing education, event memorialization, live streaming
and integration opportunities make video an incredibly viable communication tool.
6. Designate an Ambassador of Integration. No matter what your current integration challenge is,
establish someone who can interact with all other departments to ensure your integration efforts are
not in vain. Having one member of the team who can promote the benefits of integration while also
overseeing that it is happening on a daily basis will keep your goals top of mind for everyone.
7. Review available communication vehicles and consider how much more powerful a message can be
if it's repurposed across different channels.
8. Make sure your content and communication vehicles are ready for consumption on the go. A mobile
strategy doesn't have to be a difficult task-just keep members' mobile habits in mind as you create your
9. Don't wait to measure-incorporate it as an everyday practice. Measure early and often, and chart
how your different communication vehicles are performing so you'll know what's working best.
10. Track your results, and if you didn't perform well in a certain area, ask for help. Associations are
notorious for running lean. The great thing about having data that identifies members' wants and
needs in comparison to what your staff is able to deliver is that you can make a case for a budget that
includes resources and additional staff.
❯❯ SIMPLE STEPS TO BOOST SOCIAL MEDIA ENGAGEMENT AT EVENTS
In a recent webinar series this summer, Kevin Yanushefski and Emily Vera with Cvent answered questions
about tips and real-world tactics for boosting onsite attendee engagement and social media success.
WHAT MAKES A GOOD EVENT HASHTAG?
Good hashtags are short, original, and easy to remember. Tweets only have 140 characters, so it's
important to keep your event hashtag short so people can still tweet key takeaways AND include the
10 January/February 2016/Association LEADERSHIP
Table of Contents for the Digital Edition of Association Leadership - January/February 2016
MESSAGE FROM THE MAGAZINE CHAIRMAN
Communicating on Common Ground
Focus Pocus: The Magic of Single-Mindedness
THOUGHT L EADERSHIP
Connect Texas Recap
Safe & Sound: Meeting Security in Today’s World
INDEX TO ADVERTISERS
Association Leadership - January/February 2016