It’s a never-ending balancing act. Associations must attract new members, retain current ones, all while keeping them happy and engaged. This situation is exacerbated as Association leaders find themselves managing a variety of members than span five different generations. Don’t fight with generations. Embrace their characteristics and distinct differences.
Engagement matters for everyone. That’s what I learned last month at the 2017 Healthcare IT Marketing and PR Conference (HITMC) in Las Vegas. I had the distinct privilege of serving on a panel that focused on “How to Create Synergistic Relationships with Associations.” While my session was a lot of fun and truly enlightening, I was more intrigued by Gary Rhoads (learn more about Professor Rhoads here: http://bit.ly/2q8fEPy) and his presentation on “Creating Customer and Employee Engagement.” We all know that higher levels of customer and employee engagement lead to more positive business outcomes and higher shareholder wealth. With Professor Rhoads, we focused more on the fact that few companies know how to create engagement. So, how does that translate to your business for Associations? Simple.
Earlier this week we talked a little about repurposing content from your social channels into your member-only communities.
To be clear – what we’re talking about here is not simply re-promoting content you’ve already written on social media. We’re also not talking here about rewriting or updating old content posts in a new way.
There’s nothing wrong with re-promoting or rewriting – but repurposing content is about creating new content in a new medium based upon what you’ve already done.
We hear it all the time, “Our Association doesn’t have the resources to create new content for a virtual environment.”