Reinventing Associations: Part II

In Part I, I talked about the transformational change in the speed, size and cost of news, information and knowledge and noted the impact of the change on "legacy media." I then posed the question as to what this means for trade associations and professional societies.

Today's associations face challenges similar to those of newspapers and other media. What was once restricted to subscribers/members is now free to all.

The explosion in technology (Web, Web 2.0, Google, Bing, etc.) has opened information to members and potential members. They don't have to join. They just Google it. And, Bing, it's available. Usually for free.

Associations need to focus on answers to three specific areas as the communications revolution continues a relentless march forward:

1) What does it mean to be a member?
If anyone can get anything, why will people join organizations who focus mainly on providing information (content) to members?

2) Can associations adjust?
As "centers of knowledge" for professions and industries, associations face moving from "publisher" to "content provider" in the "age of free." It won't be an easy transition. It is a new business model. It goes against all we have learned throughout our careers.

3) What is the revenue model of the future?
If we "give away" content to anyone, what is the value proposition for members? And, if we give it away, how do we generate revenue to sustain the organization? Premium content?

So, what do associations to do?

1) No matter how you answer the questions, you need to go to every identifiable social media site and register your association name and trademarks as user-IDs. These are first-come, first-served functions as were Web domain names. So, even if your association does not plan to use social media tools, you still should protect your name on all sites.

2) Consider a content management strategy.
Adding value to your community is a major strategy for consideration. Content management is a major tool. Creating content that "everyone reads" matters. A couple of key areas to consider:
• Think of current programming (conferences, seminars, Web site, newsletters) and social media tools (Webinars, YouTube, SlideShare, Facebook, LinkedIn) as "platforms" for delivering content / knowledge.
• Integrate content on various platforms and find ways to efficiently repurpose and repackage content to increase value to your members.
• Help members handle the ballooning volume of content by collecting, digesting and repackaging it. If done well, it could serve as a valuable "member only" benefit for your organization.
• Monitor and follow discussions in your association’s content area.

3) Re-evaluate your membership model
In the age of free content, develop new strategies about membership and member services. Determine which content will be available to anyone and which – if any – will be restricted to members. For example, two of our clients are now e-mailing Tips of the Week to members and non-members. The Tips also go to various industry blogs as well as some traditional media that post them for their readers/listeners. This delivery helps establish the credibility of the association and enhance perceptions of the value of the organization within its industry. The new relationships allow the association to invite the nonmember to become members and invite all recipients to enroll in Webinars and/or the annual conference. I’ve seen other organizations who provide lots of free content but "reserve" some of the "premium" content for members. Others create enough "eyeballs" with its free content that they are able to generate revenue from sponsors and/or advertisers.

The important point is that trade associations and professional societies should step back, review the status and impact of social media changes and thoughtfully consider how it can take advantage of the opportunities presented – even if it means changing your membership model – before they become a threat to the future of the organization.