By Stuart Meyer
In many ways, the history of associations up to present day has been
built upon information. Think about it, trends, best practices,
education, professional development, standards, research data and more.
For many decades our members and the rest of the world has looked to
our association for information.
Today, information is everywhere and associations often find
themselves getting lost in the ocean of noise. The future of
associations will be assured not merely by our highly credible body of
knowledge, but most importantly by our ability to be a visible constant
in effectively communicating and connecting our knowledge to our crucial
audiences.
Of all the traditional media communications channels, video presents
the potential to be the most engaging of them all. Yet most
associations are ignoring it’s powerful importance and long-term
potential. Ready to catch up? Here are 20 crucial opportunities you
are missing out on if your association is not currently planning it’s
web video and web TV future:
1) A Deeper Level of Engagement: Compelling
video-based content can evoke emotional-based economic decisions in ways
few other mediums can accomplish as it helps members identify with the
faces and stories behind the association’s mission, reflecting upon
their own professional belief-system.
2) Advocacy from the Front Line: Creates a more
powerful medium for stakeholders to not just hear about issues, but to
immerse them in the experience, the lives and stories behind the issues.
3) Rise Above the “Noise”: As with advocacy,
original programming creates a window into the public-interfacing side
of the association’s mission which can capture attention like no other
medium
4) Increase Brand Visibility and Equity: A
story-driven association internet TV network can become a powerful
branding platform for associations given the ability to inspire hearts
and minds with compelling video content and create a quasi-“celebrity”
good of the order feel.
5) The Next Best Thing to Human Interaction: The only communication medium more powerful than compelling multi-sensory video is recurring one-to-one human interaction.
6) Traditional Media Regularly Searches Web Video: Original programming creates a cross-over vehicle for direct use or heightened attention from traditional media networks.
7) The Most Powerful Integrated Media Channel:
Compelling video-based content can be the primary communication medium
and used as a secondary reinforcement/supplement to other types of
traditional media. For example, video-based point-of-view (POV) stories
could be used to illustrate a publication or journal article bringing
the association mission “to life”.
8) Build Targeted Channels Around Audience Segments:
Based upon member segmentation, an association internet TV broadcast
network creates the opportunity to group narrower content into a series
of channels with content focusing on each audience segment, such a
student-focused channel.
9) Capture the Heart… and Mind: Member research
almost always reveals a commitment to the higher association purpose in
the decision to join and retain. Beyond practical value, utilizing
compelling video-based content can strengthen members’ emotional
connection to the association in a way few other mediums can accomplish.
10) Cross-Marketing: Channel-based series and
programming creates an enticing “entry-point” for cross-promoting all
other benefits, activities and opportunities within the association.
11) User-Controlled Interactive Video: Video-based
technologies enable content producers to embed links and additional
content within the viewing experience allowing the audience to “take
additional action” or engage in transactions or conversations while
still watching the primary video content, including the launch of web
browsers.
12) One Minute of Video is Worth 1.8 Million Words:
The mass medium of video enables associations to make compelling
connections with hearts, minds and belief-systems like no other.
13) A Conversation Starter: Compelling video-based
content storytelling is a great conversation starter for ongoing
dialogue via social media channels OR media-integrated interaction.
14) Mobile Reach Beyond Association Walls:
Channel-based video content can reach the full spectrum of members and
stakeholders via minimal investment of time/attention. Further,
internet-based programs become portable for easy aggregation across a
wide spectrum of platforms and sites.
15) A Long Media Shelf-life: Unlike the limited
shelf-life of publications, journals, earned media and other media
tools, channel series and programming can be utilized repeatedly over
time.
16) Watch Anytime, Anywhere: From living room
internet-equipped TVs to tablets, smart phones and PCs, it’s never been
easier to build media channels and distribute video-based content.
17) Non-Dues Revenue: The association broadcast TV
network, channels and programming generates new opportunities for
advertising and sponsorship. While programming requires a one-time
expense to produce, it has the potential to generate revenue for years
to come.
18) ROI (Return-on-Investment) & COI (Cost-of-Inaction):
With an internet-based broadcast channel’s ability to cross-promote the
entire spectrum of activities within the association, ROI models should
be set up to measure corresponding activity across the spectrum, well
beyond the ability of traditional PR, paid advertising and collateral…
all in addition to direct response measures and video platform
analytics.
19) New Strategic Sponsorship Opportunities:
Partner with sponsors to offset or cover the entire cost of
development/production and creates an unprecedented level of
brand-integrated positioning for strategic sponsors.
20) Reasonable Production Costs: With the rise in
passionate creative talent and the decrease in technology cost,
production and development is affordable by comparison to print
publication, PR and advocacy programs. Internet TV broadcast network
creates the opportunity to group narrower content into a series of
channels with content focusing on each audience segment, such a
student-focused channel.
With
14 years of association experience matched by a lifetime of creative
experience in music and film, Stuart Meyer is President and Founder of
Social Frequency Media Communications. Social Frequency provides
turnkey broadcast digital media development, platform and production
solutions for associations, non-profit and business organizations.
Stuart can be reached at stuart(at)socialfrequency.net or by visiting www.socialfrequency.net