Anna Caraveli (The Demand Networks) and I had the opportunity to guest moderate #assnchat on Tuesday, July 14, with discussion focused around the issues we raise in our new whitepaper, Leading Engagement from the Outside-In (download your free copy at http://bit.ly/1GPNUM6).
In case you missed it, here’s a recap of the high points of the conversation.
Q1 How do you currently learn about your audiences? How do you share that knowledge internally?
People up brought up a lot of the usual suspects: demographic data collection, emails, calls, surveys, focus groups, online profiles/subscriptions, and event evaluations.
Partners in Association Management had a great response:
Q2 How are you capturing and sharing learning from less formal interactions?
Brandon Robinson asked:
We all agreed that it did, and Lowell Apelbaum added:
Partners in Association Management also keeps something they call “back pocket lists”: good ideas that couldn’t be implemented at the time someone came up with them that they reserve for a more suitable time.
Q3 What do you know about the outcomes your audiences seek? How are you helping them achieve those outcomes?
This question launched some observations about different generations in the workforce and the association having different goals, with Karen Hansen also pointing out:
We also talked about the whole “what keeps you up at night?” question (which is one of Anna’s favorites), and Lowell Apelbaum observed:
Q4 How do you discover what your audiences really value? How do you use that information?
People had lots of good suggestions here, ranging from pilot programs to trial and error, asking them, tracking behavior, observing what they spread/share/talk about/promote, and Ewald Consulting went kind of Zen Master on us:
That’s deep, man.
Q5 How do you facilitate building authentic relationships w your audiences? Between members?
Lots of great chatter here, too, but Karen Hansen had a simple, powerful response:
Treat members like human beings?!?! Radical concept!
Q6 How do you develop new products/programs/services? How do you collaborate with members on this?
Lowell (who was really on a roll today) had another great response for this one:
When we got to question 7, we kind of heard crickets:
Q7 How do you encourage collaboration between audiences and association? Among members?
Opinion was pretty much universal that this is a big struggle for associations. Kait Solomon pointed out:
Q8 How do you currently define engagement? Is your definition adequate/satisfactory?
Where Kait also observed that “engagement” has become a buzzword, and I quoted Ed Bennett, who recently pointed out that if there’s no ring involved, we probably need to stop talking about engagement and focus on what we really mean: conversation, talking, listening, relationship.
Q9 What do you do with members once you engage them? What’s the next step/goal?
I’m going back to Lowell again:
Our final question, which is the challenge I’m going to leave you with, too was:
Q10 What is one action you could take today to start your association on the path to outside-in engagement?
Not sure how to answer that? Check out the whitepaper at http://bit.ly/1GPNUM6 to get some ideas!