Posts Tagged ‘Twitter

07
Apr
15

Social butterflies may learn the most

social_mediaMaybe one of the reasons I love Pinterest so much is that I’ve learned how to use basic household substances to remove stains; how to make cute Thanksgiving pinecone turkeys; how to make pasta from squash; and the list goes on and on.

In other words, I’ve admittedly expanded my horizons with social media.

By now, you know I’m an avid user of Facebook and Twitter, partly because I realize the potential of social media to educate. Yep, I said it: It’s possible to learn from social media.

In fact, the term is “social learning,” and associations are slowly embracing it as part of their learning efforts.

Last April, consulting firm Tagoras conducted an informal survey about associations’ use of social technologies for learning products and/or services, and shortly thereafter released a whitepaper on the topic.

Social technologies are defined as any technology that allows users to communicate with each other via the Internet or cellular networks to share videos, graphics, etc. Examples: blogs, discussion boards, social networks (Facebook, LinkedIn), YouTube and podcasts.

Of the 102 respondents, more than half reported they use social technologies for learning, with 25 percent indicating plans to do so within the year. Not surprisingly, YouTube ranked No. 1, followed by discussion forums and Twitter. Facebook and LinkedIn, thanks to their discussion capabilities, were also popular.

In addition, a placed-based annual meeting of members was the No. 1 type of learning product associated with social technologies.

So why should associations adopt social learning, according to Tagoras?

  • It’s a natural fit. Associations are social in nature, striving to connect people with similar wants and needs. So social tools – for which there are groups, pages and forums to bring together passions – simply make sense.
  • Social learning boosts retention. Discussion forums allow users to learn from each other by asking questions, sharing ideas and reinforcing concepts from classes, while also fostering the building of networks.
  • It’s ongoing. Often, learners attend a class and after it’s over never revisit the knowledge they gained. But by using a blog or WiKi, users can revisit archived topics anytime.
  • Social learning is motivational. It’s exciting to see classmates, colleagues and peers succeed and social media and social technologies make it easy to share such news.

social-learning_smallThe Tagoras whitepaper cites several examples of associations that have successfully used social learning. But in short: Twitter chats; Facebook discussions in which people answer a question or respond to a comment and to each other; and live-tweeting during a conference.

If participation is a concern, associations can require members to participate in weekly discussion forums, contribute blog posts and participate in Twitter chats or Google hangouts.

All this said, the Tagoras survey found most associations don’t have a social learning strategy in place. At the same time, respondents indicated lack of resources and budget as top barriers for dabbling in social media. And some associations fear their staff isn’t skilled enough to successfully engage in social learning.

Nevertheless, efforts don’t have to be expensive or complicated, Tagoras says.

“Given that social learning is effective, why not try it, if you’re not already?” it wrote. “To our minds, the case for social learning is made, and the question at hand is not whether to make use of it but how to incorporate it as effectively, as strategically as possible.”

27
Jan
15

4 Event Metrics You Should Be Calculating

This month’s guest post is by Courtenay Allen, a marketing specialist at Attend.com, which produces event management software. It was originally posted on the attend.com blog.

Courtenay Allen

Courtenay Allen, marketing specialist for Attend.com.

You’ve set your event goals and planned every detail, but how do you know if you’ve been successful? The word “metrics” gets tossed around everywhere, but it’s more than just a buzzword – it’s a necessity. Whether you’re hosting a nonprofit fundraiser or an alumni event, here are standard metrics to calculate your event’s success.

Event Surveys
After your event is complete, sending a post-event survey is an important tool to determine the success of your event. Most likely, not all your attendees will complete the survey. However, even without 100 percent completion rate, the feedback you’ll receive will be invaluable. Most importantly, ask your attendees if they’re satisfied with your event and if they’d be willing to attend next year. If attendee satisfaction is low, it may be time to change or even eliminate the event all together. In addition to your attendees’ general feedback on their experiences, ask them for more in-depth insights about the food or venue. While these metrics don’t necessarily impact your return on investment for your event, they’re helpful to know and can help you plan future events.

Attendee Demographics
Another crucial element to measure is your attendees’ registration process. For instance, did they initially sign up for your event really early? Or right after you published a blog post? Perhaps they registered for your event after seeing your event promotional video. Not only is it important to track when, but also how your attendees registered through your various event promotions. Did your attendees register through social media or by responding to your email? By tracking your attendee registrations, you’ll be able to determine which messages and media were the most effective for your event audience.

Tracking your attendee demographics is more than just counting the number of attendees that registered – it’s also determining the number of qualified leads your event generated. These attendees have a budget and authority to make purchasing decisions. Calculate the cost per lead for your event by dividing the program cost by the number of qualified leads that attended. This measurement is helpful for projecting budget requirements future lead generation.

MetricsEffective and Efficient
To determine if your event was cost effective based on the number of attendees reached, divide your program cost by total attendees. This calculation is not recommended as a stand-alone figure, but should be used in conjunction with others. For instance, what was your event efficiency ratio? This metric is also known as the expense to revenue ratio. To calculate, divide the total expenses of an event by the total revenue that your event generated. If your expense in running the event is higher than the revenue, you’re looking at problems with efficiency.

Social Impact
During your event you were probably busy live tweeting to keep your attendees engaged. However, after your event is over, track your event hashtag retroactively for all your event conversations. In fact, check all your social media platforms to see the results of your social media increase after your event. Examine all your likes, tweets, comments and number of fans and followers, and determine which of your social media channels was most successful.

Depending on the type of event, you may want to calculate your press impact. How many media mentions did you receive, and which publications wrote about your event? By calculating the cost to reach those same audiences with paid advertising, you’ll be able to put a dollar figure with the media reach.

Measure and Conquer
Different types of events have different goals, and to determine how successful you were at those goals, you need event metrics. Whether you need all these or just a few, these metrics will give you the information you need to continue improving your events.

25
Nov
14

More than turkey and stuffing

thank you noteAnd so it begins.

Thanksgiving is upon us, and soon we’ll be spending the day with family and friends, gorging on our favorite foods, watching football and talking about our many blessings.

Yep. Thursday kicks off the holiday season.

So now what? Try starting with “thank you.”

“This is a great opportunity for organizations of all sizes to show their gratitude for customers,” said John Foley, CEO of interlinkONE and Grow Socially. “With so many businesses taking advantage of the holidays, it can be difficult to create a message that stands out. While many organizations offer sales and discounts during the holiday season, try using a slightly different approach to show appreciation.”

Foley produced a short video offering tips for effective holiday marketing. He suggests rather than promoting your business, promote your giveback efforts. Or, better yet, give some props to one of your clients or members. And social media is a perfect platform.

Foley also suggests sending Thanksgiving cards – not just Christmas cards – to your customers.

If you’re looking for more ideas, Help Scout provides an awesome list of 25 original ways to say thanks. Some ideas: handwritten thank you notes; customer appreciation events at a local coffee shop; surprise office lunches for members; social media love on Twitter and Facebook.

But it doesn’t end there.

volunteer2After Black Friday and Cyber Monday comes #GivingTuesday, a global day dedicated to giving back. This year, #GivingTuesday is Dec. 2. Just two years after launching, more than 10,000 organizations around the globe join forces to do good.

Efforts can be small or large. Coordinate a food drive. Make a financial contribution to a cause you support – and then ask a board member to match it. Host a day of service in your community.

And use social media. Use #GivingTuesday on Twitter to raise awareness. Retweet often. Ask your members to share their giveback efforts.

Whatever your organization does, make sure you communicate your efforts. Take photos and include them in your digital publications and post them on Facebook. Include short write-ups on your website. And most importantly, include information in your member communications.

Big or small, your efforts to say “thank you” and to give back reinforce that your organization cares about more than the bottom line. Your members will jump at the chance to belong to something inspirational, something larger than they can accomplish on their own.

“Letting your customers know you appreciate their business is the right thing to do, besides being good business sense,” wrote Ostari, an IT firm. “Telling your vendors you value them by saying ‘thank you’ is not just common politeness; it gives them a sense of worth to be appreciated, and it makes them try harder to give satisfaction. Show everyone you do business with they matter to you, and you reinforce a good relationship. Common courtesy is not common today, but it’s very much appreciated when it’s shown.”

And so, on behalf of Event Garde, thank you for your continued support. This year, Event Garde has reached some incredible milestones. Without you, we wouldn’t be here.

From the Event Garde team, Happy Thanksgiving to you and yours.

28
Oct
14

Technology truths for meetings and events

Silicon Valley Human Rights ConferenceI’ve admitted it before, and I’ll do it again: I’m a social media and technology addict.

So when I’m choosing conferences to attend, I look for technology use. Is there a hashtag? Will speakers engage with participants in real time – or afterward – via social media? If something comes up, will the organizer provide content virtually? Also, is there an app that can help me plan where to eat, where to stay and sights to see?

According to a new report by American Express Meetings and Events, I’m not alone.

In the first half of this year, American Express Global Business and Travel surveyed 336 meeting planners and 161 meeting and event attendees to learn more about the evolving landscape of technology in meetings.

Overall, the survey found smartphones and wireless data/streaming video have had the most influence on the meetings industry. In fact, according to the study, 77 percent of smartphone holders use their phones “always” or “often” for business during a meeting or conference.

And almost all attendees have computers, which makes virtual attendance a breeze. While virtual meetings are becoming more popular, they’re still far less common than on-the-ground events, the study found.

Survey respondents ranked less time away from the office and a reduced need to travel as the top reasons for attending virtual or hybrid events. But interestingly, most event planners reported they don’t offer virtual options. Among the top reasons: distraction. They seem to be worried that a virtual environment offers too many temptations to pay full attention.

From the report: “There is strong agreement that in-person attendance still provides the best overall experience. Seventy-four percent of attendees and 85% of planners feel that: ‘In-person meetings are more valuable to me because they allow more social interaction.’”

So, American Express Meetings and Events recommends event planners survey target audiences to gauge interest and need for virtual events. Once it’s determined virtual events are necessary, planners need to provide tailored content, specific for the web.

SocialMediaUseNow. Let’s talk social media. Event organizers use Twitter and Facebook to spread the word about events and to track interest among users. But there seems to be a divide: The survey found social media is more important to planners than it is to attendees. (This surprised me!) Forty-three percent of planners said social media capabilities were important, while only 35 percent of attendees said the same. So it follows, then, that planners ranked hashtags as more important than attendees.

The report speculates that social media users are still a bit hesitant about posting things that aren’t relevant to their followers, i.e. a conference/event they aren’t attending. And, there’s still concern about privacy.

Like social media, meeting planners rank meeting apps as more useful than participants – 67 percent vs. 55 percent. Access to basic event information and scheduling features are important app features for both groups. (See page 13 of the report for a comprehensive chart of important features.)

Specifically, networking capabilities of an app are important to both groups, especially when it offers search functions so users can search by company. Meeting apps that provide the ability to schedule meetings with exhibitors and vendors are also valuable to both groups, according to the report.

Event planners also listed apps as the most effective measurement tools for success, followed by social media. That said, in-person monitoring and post-event surveys are still the most popular.

“Technology continues to change the landscape of meetings and events, presenting new opportunities to increase engagement, reach a broader audience and deliver value for attendees and meeting owners alike,” the report said. “Meeting planners and meeting owners bear the burden of incorporating these technologies into meetings and events in a way that drives value for meeting attendees. Understanding the expectations of your meeting attendees as it relates to technology is an important step in the meeting planning process.”

How do you use technology for your meetings and events? Share with us here.

08
Jul
14

Six Ways to Intersect Publications and Education Events

This month’s blog post is by Kim Howard, CAE, an award-winning publisher and president of Write Communications, LLC. Write Communications works with association leaders to create mission-aligned content for every channel for measurable results. She is the immediate past president of Association Media & Publishing. Howard can contacted at kim@writecommunicationsllc.com.

Kim Howard

Kim Howard, president of Write Communications, LLC

Delivering content to your members is a cornerstone of not only your publication program, but also your education events. In a perfect world, all our members would attend our events. But because they don’t, how do we share that information while not reinventing the wheel? How do we help sell the value of our education events? How can we showcase the content in the best possible way before, during and after our programs? Here are some ideas.

  1. Go beyond an ad. Cross-promote your events in the publications that you have. When you have a regularly published magazine, your content, if it’s mission-aligned, will likely fall in line with topics discussed at your education events. Is your editorial calendar in line with broad issues that are discussed at your conferences? Are you covering your content through the applicable lens for your members? Many associations have membership that runs the gamut, from students to c-suite executives. While it’s difficult to serve them all in one publication or conference, you can successfully integrate your content to cater to the cross-section of members. I use the term education events loosely because this could mean an in-person conference, webinar or podcast, lunch and learn or brown bag, etc. Have staff, freelancers or volunteers cover the event and write an article about the topics and subsequent discussion during the event. This is an excellent way to generate content for your publication and showcase the discussion. It’s also a great way to showcase your volunteers. Many members covet a byline on your association’s blog or in your publication. Covering select sessions at your events drives home the message to those members who didn’t attend that the event’s content is something to hear first hand. Think of it as your indirect sales guy.
  1. Give sidebars new meaning. Sidebars help break up your content and add an element of information that otherwise may be awkward to include in the main story. You are likely housing your speaker’s content somewhere on your website and the subject will also pertain to something you’re covering in your publication. Remind your readers that the content is still there and provide access to it by showcasing it in a sidebar. You could have content available from a webinar, a whitepaper or a slide presentation from an annual conference session. Use it. You don’t have to showcase the entire resource—just use a link, headline and blurb. And don’t forget your association’s other resources such as whitepapers, reports, webinars, podcasts, blog posts and other nuggets of information that show your members they have access to solid industry or profession information.

published

  1. Ask speakers to convert their presentation into an article, or interview them. This approach works best if you have your editorial staff attend the selected sessions and figure out which ones will translate into content for your publication. It also helps to weed out the presenters who were less than stellar: You probably don’t want to showcase their content in your publication. And it’s unlikely their content would translate well in a new format. Add an editor’s note at the beginning or the end of the piece letting readers know the topic was first discussed at “XYZ” conference, webinar, etc. I have used this approach for years and our publications have received many excellent articles that we published.
  1. When you have a hot, timely topic of discussion, ask the speaker or panelists to write blog posts about the subject before the event. There is always some piece of relevant information that speakers wish they could include, but can’t because of time constraints or because it diverts from the subject a little too much for an event. Not only is this a good way to showcase the content, but also it creates buzz about your event and may even increase the numbers from last-minute registrations or day-pass registrants.
  1. Cross-promote your education event through Twitter. If you know that certain members are into social media, especially Twitter, and they have fast fingers, ask them which sessions they would consider covering for you. This approach works best live, but after the event, consider picking out the top five or 10 tweets from the meeting and using that information as a sidebar to post-event coverage. The great thing about this approach is that you are covering a session that may not be covered a traditional way. It’s yet another insight into the education content that your meetings and events offer.
  1. Additional ideas might include:
    1. Videos or other enhanced content in digital publications. Careful planning and scheduling can yield good video clips from members when they are onsite.
    2. Executive summaries of content, ideas or discussions to share with attendees/those who were unable to attend as resources rather than simply as informational articles. (Think of this as a note-taking service or perhaps even enhance these notes with new information to make them that much more useful).
    3. Leverage sample content/learning outcomes/ROI/testimonials in next year’s event marketing materials to make the promotion that much more compelling.
    4. Consider year-round opportunities to position your annual meeting vs. only the two to three months leading up to the conference; keep the conversations going.
    5. Consider repackaging content into an infographic or other visually interesting format to help members/attendees digest the information in a new way.

Even if you can’t implement all these ideas, pick one that you know will work with your membership and any internal constraints you may have. Starting small will be the first step to yielding better results for your educational events and content that you deliver to your members.

01
Apr
14

Navigating Extreme Association Trends

ASAE held its annual Great Ideas Conference in Orlando, FL last month. During that conference, Scott Oser and I had the pleasure of presenting a session titled, “Under Pressure: Navigating Extreme Association Trends.”

More than 50 association executives hailing from across the country attended our session. We were pleased so many of our colleagues were willing to take the plunge, as this session required an extensive amount of audience participation.

Ultimately, the goal was to openly discuss three apparent trends in the association community. They are as follows:

  1. Membership is dead
  2. The demise of face-to-face meetings
  3. The social media imperative

Attendees were led through a series of exercises that allowed them to reflect on what they thought about each trend, how they believed the trend related to their organizations and any action items they might want to explore upon returning home. Fortunately, our colleagues were not shy. Following is a summary of their insights.

sprint-unlimited-my-way-undead-zombie-commercialMembership is dead; or is it?

This so-called trend has been heard loud and clear throughout the association community for years now. Although it’s received a lot of press, there are a number of recent studies indicating that membership in many associations is, in fact, growing.

After reviewing facts supporting both sides of this trend, attendees did not believe that membership is in a desperate state of decay. Rather, attendees agreed that the membership life cycle is changing and lapses in membership, when members leave for a period of time before returning, are becoming more common. They also discussed the need for more personalized membership experiences, requiring more membership data and a more targeted marketing approach. Finally, nearly all participants agreed that if associations understand the needs of their members and have a strong value proposition, the existing membership model is a viable option so long as tweaks are made based on industry needs.

conferenceThe demise (or rather reduction) of face-to-face meetings

Everyone’s professional development budgets are strapped these days and time is limited. We’re all busy; there’s simply no going back. So while our participants indicated a necessary reduction and consolidation of face-to-face meetings to right size the number and type of meetings planned each year, there’s simply no evidence they’ll be canceled altogether (at least not in our lifetime). The reason is simple: networking. In fact, in a global survey of 2,300 Harvard Business Review subscribers, 95% said that face-to-face meetings are both key to successful long-term relationships and to building strong relationships.

We did, however, determine that this shift in the professional development landscape has rightfully encouraged many of us to re-evaluate our face-to-face meetings to ensure exceptional attendee experiences that focus on learning research, supporting the styles and preferences of our attendees. Moreover, there’s a renewed emphases on identifying and offering quality topics and facilitators that meet attendee needs (vs. wants). This has resulted in tighter value propositions and more thoughtful marketing collateral. Many had also explored hybrid conference models (including live streaming, virtual expos and the like) as a means of opening up their associations to new audiences.

Social-Media-Manager-Job-DescriptionThe social media imperative; are you crazy?

The introduction of social media has had a profound impact on the way associations reach their members and customers. In fact, there’s been so much talk about social media and its benefits that you might think failing to allocate marketing resources to social media would justifiably harm your organization. While a good number of associations are using social media to their advantage, there are an equal number of associations that are not. And believe it or not, they exist to tell the tale.

When presented with points and counterpoints to the use of social media, our colleagues did not easily reach consensus. What they did agree on, however, is important: If you are going to use social media, you must have a strategy in place that leverages best practices and you must allocate the appropriate resources to effectively implement your plan. If you are not using social media smartly, or if you are unnecessarily pulling your staff away from other essentials products or services, you may be doing more harm than good. That said, participants seemed to concur that most organizations should have some form of social media presence. At the very least, if a member or a prospective member searched for your organization on Facebook, Twitter or LinkedIn, they should find a link to your website for more information.

Final thoughts

This session was held on the very first day of the conference so we were able to follow-up with participants for the next couple of days. Time and again we heard from our colleagues that they appreciated hearing both sides of each trend. They also enjoyed having the opportunity to discuss with their peers how each trend applied to their unique situations. Many attendees told us that far too often only one side of the issue is presented. Moreover, it’s often implied that going against the grain would somehow result in dire circumstances. Both Scott and I believe this is rarely the case and are very happy we were able to bring attendees together to discuss a number of the most “controversial issues” facing our profession – if only for 75 minutes. More conversations like this need to happen in our organizations before new ideas are implemented if we are to remain viable, solvent organizations in the future.

Tell us: Where do you fall on each of these issues?

11
Feb
14

Goodbye e-learning

TechStockPhotoAs a former journalist, I love data. And trend data are even better.

So when I came across “Association Learning + Technology 2014,” a recent report by Jeff Cobb and Celisa Steele, founders of consulting firm Tagoras, imagine my delight!

Young or old, technology has redefined the way we learn and work. As 8-to-5 days at the office have slowly turned into 24-hour social media networking from the car and virtual meetings during the kids’ soccer practices, social media has filled in the gaps.

“The world of continuing education and professional development has changed dramatically in the past few years,” Cobb and Steele said.  “To meet member needs and stay out in front of the competition, you need to arm yourself with real data targeted to help you grow your programs.”

The 52-page Tagoras report provides such data, which were collected based upon a survey of 200 trade and professional associations. “Association Learning + Technology 2014” is designed to help association leaders strategize for a new learning landscape, while meeting their members’ needs for convenient and quick access to information.

There’s a goldmine of information in the report, which you can get for free if you subscribe to Tagoras’ free e-newsletter.

I’m sure the trends and data provided in the report will provide future blog fodder. But for starters, Cobb and Steele have abandoned the term e-learning and instead use the term technology-enabled or technology-enhanced learning.

Nearly all survey respondents – 88.7 percent – indicated they use some form of technology-enabled learning. The most popular form of such learning, according to the report: webinar.

As for social media, 33 percent of respondents reported using YouTube for learning programs, followed closely by Twitter (32 percent). Facebook was next, followed by LinkedIn. Nearly 37 percent of those surveyed indicated they have a mobile learning platform, and live streaming – rather than virtual conferences – seems to be an upcoming trend.

Another key takeaway: The majority of all respondents report technology has increased their revenue from educational offerings, but less than a quarter have a strategy in place to launch new learning platforms.

Cobb and Steel found organizations that consider themselves to be very successful:

  • Report increased net revenue from their education offerings as a result of their use of technology for learning.
  • Have a formal, documented strategy for their use of technology for learning.
  • Have formal, documented product development and pricing processes that cover their technology-enabled and technology-enhanced learning.
  • Offer facilitated online courses, gamified learning, virtual conferences and at least some mobile learning.
  • Use a learning content management system (LCMS).
  • Offer a formal credential (e.g., a certification or license), regardless of whether the credential is their own.

As the association industry transitions into technology-enabled learning, other trends will emerge, the report said. There will be:

  • Growth in implementation of learning platforms and their integration with other key systems, like association management systems.
  • A continued focus on professional instructional design to help ensure educational products are effective.
  • The slowly growing use of social media for learning and increased dabbling in emerging products, like microcredentials and massive courses.
  • An increase in competition that will, in turn, drive experimentation as associations look at how best to deliver more value.
  • The professionalization of the education function overall, as the adoption and integration of sophisticated technologies increase the demand for savvy, experienced leaders in the continuing education and professional development business.
Jeff Cobb and Celisa Steele

Jeff Cobb and Celisa Steele

“We want to see more associations develop and use a strategy to guide their use of technology for learning,” Cobb and Steele said. “Gut-level governance can work, but more consistent approaches empower staff all over the org chart.”

While all this may seem overwhelming, “Associations Learning + Technology 2014” is an incredible measurement tool for associations, regardless of size and budget. As associations plan educational programs, sessions and conferences, it’s becoming increasingly important that technology take center stage.

But it’s O.K. to start small. Maybe the answer is a hybrid conference – in-person and live stream. Or maybe it’s establishing a professional group on LinkedIn. Or perhaps smaller associations can establish a YouTube channel and provide “tips of the day.” (By the way, this is a great project for interns, who love to create videos and are social-media savvy.)

The point is: Don’t be afraid to taste technology. And don’t leave your clients and members hungry or with a bitter aftertaste in a world full of ripe and delicious technological treats.

So, tell us, are you embracing technology-enabled learning? How do you incorporate technology into your matrix of educational opportunities?




meet aaron

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

meet kristen

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

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