If you’ve been reading this blog or attending any of my presentations, it’s no secret that I’m a fairly big fan of Seth Godin. I watched a 30 minute video of his presentation, “Using New Media, New Marketing, and New Thinking to Create 10 Bestselling Books.” The timing of this was interesting because it came … Read more
Making membership free will not, in and of itself, build an effective army. First, they must be recruited. This is where the long tail comes into play. Next, they must be equipped with the latest technology, afforded competent and inspiring leaders, and trained in effective tactics.
Content is the fuel for this new paradigm’s engine. A wide variety of interesting, thought provoking, authoritative, and even mundane content will increase member engagement and improve search engine results, driving more and more web search results to ISA. However, under the current publication infrastructure this is difficult if not impossible to realize. That’s because the current approach is to filter, then publish. The alternative is to distribute, then filter. In other words, the long tail of the membership should be enabled to become content providers.
Let’s talk about email. This has been a controversial subject for many years and for several reasons. The mistake here is that ISA has been wrestling with the best way to interrupt people, sort of like looking for the friendliest way to insult somebody. The solution is, once again, permission-based or opt-in marketing.
I’ll be giving this presentation at the ISA Fall Leaders’ Meeting on Sunday, 4-Oct, 2009. The presentation is loaded on Slideshare and can be viewed in context below, full screen, or downloaded. The presentation handout is also available below and the presentation recording will be loaded here after the meeting. Leveraging Social Media and Internet … Read more