Hq34 article how would google run an association?
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Transcript of Hq34 article how would google run an association?
PLANTING A MEETINGS FOREST
The Pan-European Magazine for Association Executives Supported by ESAE, European Society of Association Executives, and UIA, Union of International Associations, Brussels
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MEETINGTRENDS
2009
HEADQUARTERS 36
> M E E T I N G T R E N D S
You would think of it as a minefi eld if you are
the type of person who believes governance
is the way to order and organize. If, however,
you think like Google does, you know that eve-
rything is different in a world where the user
determines the direction of the conversation.
Associations should no longer just speak to
their members, they should connect their
members to one another and derive value out
of making these connections. They should
no longer fence off the knowledge bases but
open them up for general consumption and
conversation or debate.
Let’s take a closer look at relationships.
I believe the current generation of young peo-
ple - let’s call them the G(oogle)-Generation
- develop relationships more quickly and more
intensely with more understanding because
they keep in constant contact with the people
in their lives and their networks. Social Net-
works brings them and keeps them together.
The value added perception from the current
association members comes from a new angle.
Existing members that are already sold on the
value of your association will have an oppor-
tunity to learn the uses of online connections
stimulated by their peers in the association. By
(inter)connecting with your existing members,
your network has just expanded exponentially
and thereby the reach of your conversation
and knowledge base as well.
NOW TO PRACTICAL MATTERSSo enough about the perceptions and now
to practical matters. Besides the commonly
known Google tools like GMail, Google Cal-
endar and Google Docs you can now develop
enterprise-like platforms from your laptop
computer or handheld devices on Google Apps.
I’ve tried and applied its principles over the
past months to set up multiple platforms for
initiatives (www.meetingsinitiative.org) built
on Google Apps using Google sites as well as
satellite websites for local spinoff initiatives
(nl.meetingsinitiative.org, uk.meetingsinitiative.
org, it.meetingsinitiative.org) and other small
business purposes.
Another tool has vastly improved the quality
of leading an association. As president of a
local chapter, introducing online web 2.0 col-
laboration to run the chapter like a business
has been a very rewarding experience.
The MPI Netherlands Chapter is now using
Central Desktop online collaboration for
over 50 volunteer board and committee
members. Other chapters like MPI Italy and a
new chapter in formation in Turkey are also
applying these technologies. Easy use, basic
confi guration requirements and vast email
reduction based on periodic mail digests on
project progress are the key ingredients to
its successful application.
Thirdly I crafted a number of bespoke social
networks. One for participants and alumni of
an interactive conference and event
management course programme on Ning.com.
Another is a collection of experts and novice
software users that are now actively exchang-
ing experiences, insights and tips & tricks even
though they are competitors in their daily busi-
ness environment. This Software User Group
of commercial businesses have met through
their not for profi t trade association and form
a community within a community. Today’s
online technology tools allow small organiza-
tions & businesses to get more work done
with fewer employees or with teams located in
GOOGLE HAS CHANGED THE WAY WE COMMUNICATE, RESEARCH, BUILD COMMUNITIES, LIVE OUR LIVES,
CONSUME OUR RELATIONSHIPS. GOOGLE CHANGES OUR PERCEPTION OF THE WORLD AND MAYBE EVEN OUR
FUTURE BRAIN STRUCTURE IN WAYS WE ARE YET UNABLE TO COMPREHEND. “WHAT WOULD GOOGLE DO?”
READING JEFF JARVIS’ BOOK AND THE CELEBRATED MEDIA AND NEWSBLOG BUZZMACHINE.COM GOT ME
THINKING ABOUT THE WAY ASSOCIATIONS AND FEDERATIONS OPERATE IN AN OPEN SOCIAL NETWORKING
MINEFIELD. TEXT RUUD JANSSEN ©TNOC | THE NEW OBJECTIVE COLLECTIVE
HOW THE WEB CAN HELP YOU RUN AN ASSOCIATION7 virtual tools for building a learning organization and getting more done with fewer paid staff
Ruud Janssen
Associations should no longer just speak to their members, they should connect their members to one another and derive value out of making these connections. They should no longer fence off the knowledge bases but open them up for general consumption and conversation or debate
HEADQUARTERS 37
distant cities and countries. Most are
inexpensive, if not free. Below are some
of my favorites:
Central Desktop (www.centrald-
esktop.com) is an online project-
management and wiki-like intranet tool
that allows you to set up projects with
internal collaborators and external
customers, and manage all types of
communication, fi le and document
sharing. It’s a great tool for creating
online operations, engaging volunteer
leaders and retain knowledge bases for
associations or SME companies. With
both public and private workspaces,
users work and collaborate realtime.
You can use it as a makeshift event
website integrating project manage-
ment tasks as well as integrated web
meetings and syndicate messages and
content to Twitter and Facebook.
Dropbox (www.getdropbox.com) is
simply a high powered FTP site, but the
interface and work fl ow is impressive.
Users simply drag fi les to dropbox
desktop folders, which are then
uploaded and stored online. You can
share folders with anyone. Upload a
fi le and it shows up on your remote co-
worker’s desktop. You can even set up
public folders so anyone can send large
fi les without clogging mailboxes.
The free online Google Calendar
(www.google.com/calendar) lets you
share your calendar with collabora-
tors and sync with desktop and phone
calendars over internet.
Google Apps (www.google.com/intl/
nl/apps/business/index.html), the
most recent addition to Google, allows
you to setup a fully operational back-
offi ce with email synchronization at
a fraction of the cost of an Exchange
server type environment.
Virtual collaboration via iLinc (www.
ilinc.com) allows you to work face-
to-face in real time using web- and
videoconferencing. It also allows
you to access fi les and programs of
multiple desktops and visit websites
together with a live browser so you
can take someone to a page and walk
them through a real demo or sign-up
process.
Jott (http://jott.com) allows you to
record voice memos that get turned
into e-mail text. You can create boxes
for anyone you collaborate with and
send notes anytime and anywhere.
While you’re at it, use voice messages
to create groups for distribution, post
appointments to Google Calendar and
even update your Twitter feed.
SimpleEvent (www.simpleevent.com)
is a free conference-call service, but it
has some useful additional features.
For example, you can put together
meetings on the fl y and have multiple
people join in. You can also use it to
host large web meetings of up to 1,000
participants.
The named systems are a random
sample of a wide range of tools avail-
able online. They are the basis of a
learning organisation if you have the
curiosity and willingness to try them.
In my view none of these tools prevail
over any other but demonstrate how
I have seen teams thrive across mul-
tiple organisations and cultures. They
bridge the gaps of communications
and allow us to further develop and
foster relationships pre-, during and
after face to face conferences, live
meetings and events.
Ruud Janssen is a veteran international con-ference organiser, marketing coach, award-winning e-marketeer, association volunteer leader, emerging technologies speaker and entrepreneur at ©TNOC | The New Objective Collective
> M E E T I N G T R E N D S