Battle for Relevance: Learning from the Business World
-
Upload
brian-reuwee -
Category
Business
-
view
1.640 -
download
0
description
Transcript of Battle for Relevance: Learning from the Business World
![Page 1: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/1.jpg)
Battle for Relevance
August 13, 20123:15 to 4:30 p.m.
Hub Tag: #ASAE12 LR3
August 13, 2012
@BrianJohnRiggs@BrianReuwee
#ASAE12LR3
![Page 2: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/2.jpg)
What the Army, Harvard Business Review and Twitter can
teach associations about recruiting, growth and
engagement.
Battle for Relevance
August 13, 2012
@BrianJohnRiggs@BrianReuwee
#ASAE12LR3
![Page 3: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/3.jpg)
Introductions
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 4: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/4.jpg)
Battle for Relevance
• Introductions– Brian Riggs, Association Headquarters– Brian Reuwee, AMR Management Services
• Case Studies– U.S. Army recruiting– Twitter’s explosive growth– Harvard Business Review engagement
• Breakout Activity– Identify examples of innovative thinking and how they could be
applied to your association
• Questions• Summary
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 5: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/5.jpg)
![Page 6: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/6.jpg)
U.S. Army (Military) Recruiting
• To examine recruitment categories, posters and efforts used by the US Army
• To examine the level of commitment the Army requires from their recruiting officers
• Online effortsAugust 13, 2012
@BrianJohnRiggs@BrianReuwee
#ASAE12LR3
![Page 7: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/7.jpg)
Goal
• To think differently about your approach to engaging membership
![Page 8: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/8.jpg)
Recruitment - Approach
• Prior to WWI – State Level• Post WWI - National Approach
![Page 9: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/9.jpg)
Recruitment Categories
• Patriotism• Adventure / Challenge• Job / Career / Education• Social Status• Travel• Money• Miscelanous
![Page 10: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/10.jpg)
![Page 11: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/11.jpg)
Civil War Treasures from the New-York Historical Society
http://memory.loc.gov/learn/collections/treasures/thinking3.html
![Page 12: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/12.jpg)
![Page 13: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/13.jpg)
James Flagg, Lithograph, 1917http://www.loc.gov/exhibits/treasures/trm015.html
![Page 14: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/14.jpg)
World War I Recruiting Poster
![Page 15: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/15.jpg)
World War II Navy Recruitment Posters
http://www.history.navy.mil/ac/posters/wwiiwomen/wavep1.htm
![Page 16: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/16.jpg)
![Page 17: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/17.jpg)
World War II Navy Recruitment Posters
http://www.history.navy.mil/ac/posters/wwiiwomen/wavep1.htm
![Page 18: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/18.jpg)
U.S. Navy recruiting poster, 1974
![Page 19: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/19.jpg)
![Page 20: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/20.jpg)
![Page 21: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/21.jpg)
Army Recruiting Functions
![Page 22: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/22.jpg)
Skills of Today’s Recruiter • Intelligence gathering provides market data for the planning of recruiting operations. It
gives the recruiter a historical and current demographic view of the market.• Prospecting identifies interested people who agree to hear your Army story. Your
mission success is relative to your prospecting success.• The Army interview is the art of recruiting. During the interview you must determine
the person’s goals and passions, devise a career plan, and ask them to join the Army.• Processing ensures only qualified applicants become Soldiers. Processing matches
an applicant’s qualifications and desires with the needs of the Army.• The Future Soldier Training Program reinforces the Future Soldier’s commitment,
prepares them for basic training (BT), and reduces the personal and family anxiety often associated with joining the Army. The FSTP also supports your recruiting efforts by providing quality referrals and market intelligence.
• Training is the leader’s domain and is necessary to sustain your recruiting proficiency. However, it is your responsibility to master the art and science of recruiting.
• Sustainment is the military, civilian, and contracted support that provides the physical means for recruiters to work and accomplish the mission.
• Command and control (C2) enables commanders to make informed decisions, assign responsibilities, and synchronize functions. It helps commanders adjust plans for future operations while maintaining focus on the current operation. Through C2, commanders can focus all systems toward the common goal of mission success.
![Page 23: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/23.jpg)
![Page 24: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/24.jpg)
U.S. Army Online
• Website – mission & vision
• Blog
• Games
• YouTube
![Page 25: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/25.jpg)
Insert title here
![Page 26: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/26.jpg)
Connecting with the Audience
![Page 27: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/27.jpg)
Games
![Page 28: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/28.jpg)
Social Media
![Page 29: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/29.jpg)
![Page 30: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/30.jpg)
Engage & Stay Engaged
![Page 31: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/31.jpg)
We can learn from Twitter
“Current and future stakeholders often have free or low-cost access to a variety of ‘good enough’ and superior alternatives for building networks, retrieving information and pursuing learning.”
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
Jeff DeCagna, Principled Innovation
![Page 32: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/32.jpg)
Unique, powerful, accessable
Jeff Hurt,
Velvet Chainsaw Consulting
“The power to dictate the terms of new value creation has shifted away from traditional institutions and toward individuals collaborating through public platforms, self-organizing groups and distributed networks.”
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 33: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/33.jpg)
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 34: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/34.jpg)
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
Discovery EngineSearch for topics or discover hashtags
(i.e. #ASAE12)
See tweets from @BrianJohnRiggs
Follow @BrianJohnRiggs
Follow others who he RTs
![Page 35: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/35.jpg)
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
Battlefield Lessons from Twitter
• Keep it simple• Open connectivity can
lead to rapid growth and adoption
• Allow users the space to find value in the community/platform
• Embrace new voices and ideas, engage with new technology
“The qualities that make Twitter seem inane and half-baked are what makes it so powerful."
Jonathan ZittrainProfessor of Internet Law
Harvard Law School
![Page 36: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/36.jpg)
Intersection of Associations & Media
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 37: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/37.jpg)
HBR: Old media, new direction
Old School New School
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 38: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/38.jpg)
Battlefield Lessons from HBR
• Understand your audience
• Embrace disruptive trends
• Ditch what doesn’t work
• Stick to your mission
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 39: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/39.jpg)
Breakout Activity
• Identify and discuss examples of non-associations successfully using association tactics– Example: MarketingProfs
• How could your example be put to work in your association?
August 13, 2012
@BrianJohnRiggs@BrianReuwee
#ASAE12LR3
![Page 40: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/40.jpg)
Questions
• Huh? Twitter is like an association?
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 41: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/41.jpg)
Battle for Relevance
• Be cognizant of emerging communities and organizations outside of the association industry and what we can learn from their approach.
• Adopt, adapt and amplify• Embrace and listen to your community• Don’t be afraid to blow it up
August 13, 2012 @BrianJohnRiggs | @BrianReuwee#ASAE12LR3
![Page 42: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/42.jpg)
Thank YouBrian ReuweeVP, Sales & MarketingAMR Management Services(636) [email protected]
Brian RiggsVP, Business DevelopmentAssociation Headquarters(856) [email protected]
August 13, 2012
@BrianJohnRiggs@BrianReuwee
#ASAE12LR3
![Page 43: Battle for Relevance: Learning from the Business World](https://reader037.fdocuments.in/reader037/viewer/2022110302/54b395b44a79591a0e8b45b7/html5/thumbnails/43.jpg)
Sourceshttp://www.diigo.com/user/brianreuwee/ASAE12
August 13, 2012
@BrianJohnRiggs@BrianReuwee
#ASAE12LR3