Archive for April, 2012

17
Apr
12

What associations can learn from TV show “The Voice” and TV network QVC

Ha ha. I can only imagine what you’re thinking right now, but I promise there’s an important lesson here to be learned (at the very least, considered).

This past weekend, I had a bit of time on my hands. I started by catching up on past episodes of “The Voice.” For those that don’t know, “The Voice” is an American Idol-style singing competition inviting vocalists from across the country to compete in three stages of competition: the blind audition, a battle phase and the live performance shows.

Celebrity musician coaches include Christina Aguilera, Cee Lo Green, Adam Levine and Blake Shelton. Additionally, Carson Daly—best known for his gig as a VJ on MTV’s TRL—serves as the program’s host. What I find most fascinating, however, is that Christina Milian has joined the lineup this season as the show’s social media correspondent.

What does she do, you ask?

Well, that’s simple. Milian is tasked with bridging the on-air experience with the online experience, bringing viewers closer to the competition. Fans are able to experience and engage in each step of the process through exclusive interviews, video, photos, news about the coaches and artists, and a live Twitter feed.

At the other end of the spectrum, you have a television network like QVC. You may know that QVC is one of the largest multimedia retailers in the world. It broadcasts live in the U.S. 24 hours a day, 364 days a year, and presents approximately 1,150 products on air every week. Over the years, QVC has enjoyed record-breaking sales, has received countless industry awards and has donated millions of dollars to charity.

But that’s not the end of the story.

QVC established its Facebook page in July 2008 and its Twitter page in January 2009. Attracting a large social following, QVC now integrates these platforms into its live shows, instantaneously responding to customer feedback and inquiries. In fact, the most popular weekly shows have a designated social media host that engages with the audience right alongside the traditional program host.

And it’s about more than just chatting live with viewers (or getting them to buy more products). It’s about engagement. It’s about community. It’s about culture. It’s about branding. It’s about creating a dynamic viewer experience that’s fun, informative, unique and personal. And, ultimately, it’s this direct connection to the QVC staff that keeps viewers coming back each week (and, presumably, spending more money).

And these are just two simple examples of social media hard at work in our day-to-day lives (outside of the workplace). Other competition shows like “Dancing with the Stars,” “American Idol” and “Fashion Star” have also followed suit. This makes me think seriously about the opportunities within our own associations to better leverage the social media experience.

How would a dedicated social media correspondent change the face of your next program or event? Not only could this person reach an audience of interested individuals unable to attend your conference (both members and non-members), but he or she could further engage your onsite participants, as well. Think about it: behind-the-scenes interviews; videos, photos and news about the speakers; and a live Twitter feed. Everyone’s fascinated by the story behind the story. How could you effectively leverage this content (and curiosity) during your association’s major annual meeting?

And the conversation wouldn’t (and shouldn’t) be confined to the conference itself. Social media correspondents would reach out to and actively engage with both prospective and confirmed participants long before the conference started, and conversations would continue long after the conference ended.

All too often I think we leave out our voices in the social media experience, allowing our members to take the lead in this space. And I’m not recommending that we take over or dominate this important platform; however, I think we—as association leaders—can bring additional content to this space that will further enhance the conference experience (not to mention the infinite possibilities that exist here for content curation, transfer of learning and recruitment/retention opportunities).

So, my question to you is this: How could this model impact your association’s next major annual meeting? What affect would this outreach have on the engagement of your current (or prospective) members? What resources would it take within your own organization to designate and train a qualified social media correspondent? (And, more importantly, if you’ve experimented with a similar format, please let us hear from you! We’d love to hear your experience.)

09
Apr
12

Achieve more: How research should inform your association’s meetings strategy

As part of my ongoing series titled “Achieve More,” I’m profiling this month the role of research in the development of compelling educational experiences that inspire learning, engagement and community.

At least in my mind, there are two different types of professional development staff (and neither is better than the other, they are just different). The first is characterized as highly innovative, collaborative and experimental, and could easily be classified as an early adopter. The second is much more traditional in his/her approach to the development and delivery of content.

To be sure, those who are especially avant garde are immersed in a variety of professional development listservs and discussion forums; are knowledgeable about adult learning principles; and have a propensity for developing interesting new content delivery methods. Coupled with cutting-edge educational opportunities, case studies and white papers, these individuals are thought leaders in their field and light years ahead of their time.

Based upon the goals and objectives of each specific program, these individuals bring to their organizations a wealth of knowledge and experience which they draw upon when building an effective strategy for educating members. These individuals rarely rely on member feedback and industry research, spending much more time focusing on instructional design and curriculum development.

Ultimately, these programs are memorable, refreshing and very successful. Although they require significantly more planning, organization, lead time and logistics management, these experiences are not only well received but contribute valuable engagement opportunities that support the organization’s recruitment and retention efforts (not to mention the bottom line).

Conversely, those individuals and organizations with a much more traditional approach to education (think: keynote speaker and a series of lecture-style breakout sessions that follow a similar schedule from year to year), are struggling to compete/demonstrate value in a market that is literally saturated with learning opportunities.

To these organizations, the challenge is to transform industry-specific knowledge and information into viable training; to align education with member needs through regular industry research, analysis and trending; to connect the dots between theory and practice; and to explore opportunities for virtual or blended learning formats.

When organizations want to reimagine a signature program or an entire annual meetings calendar (and don’t have the knowledge, skills and expertise of a professional development pioneer), I very often recommend the following five-step research process:

  1. Develop and conduct a member survey. Based upon the goals of the survey (e.g., to identify topics or speakers for future education programs), the survey can be as little as one question (e.g., “What is the one work-related issue/challenge that’s kept you up at night within the last year?”).
  2. Facilitate an education focus group. Convene a group of key constituents (e.g., education committee members, board members, industry speakers, subject matter experts, target audience members and staff) to interpret the results of the member survey.
  3. Identify actionable next steps. Based upon the input of the constituent group, develop a reasonable list of action items that will breathe new life into your education efforts (e.g., rework the annual meeting schedule, explore different learning formats for an upcoming program or add a blended learning series to the annual meetings calendar).
  4. Implement actionable recommendations. The assistance of volunteer leaders, subject matter experts and industry speakers should be enlisted to support the implementation of the group’s recommendations. Consultants may also be secured to support the process, as needed.
  5. Evaluate the process and the outcomes. Once each recommendation has been implemented, a careful evaluation should be conducted to determine both effectiveness and member satisfaction. Additionally, the five-step research process should be evaluated, tweaked and implemented annually in some form to keep the organization’s education strategy fresh, competitive and valuable.

So, my question to you is this: Do education research and strategic conversations about learning inform your annual meetings calendar? Is your organization’s approach to member education cutting-edge or much more traditional? How would implementing this five-step research process impact the effectiveness (and reputation) of your meetings department?

For more information about my professional development consulting firm Event Garde, download our promotional brochure, visit the website or like us on Facebook. A personal, fun and completely free conversation will also enable us to discuss how I can best contribute (via research or other strategy) to the success of your organization’s professional development efforts. Together, we can achieve more.




meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, hot yoga, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Proud mom of three. Total word geek. Spartan for life.

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