My, how time flies.
It seems like just yesterday that a young YouTube was entertaining us with Charlie Bit My Finger and Double Rainbow Man while making our mouths water with all the marketing and awareness opportunities it presented. And now YouTube is 10-years-old.
The video-viewing platform has aged well and is still be a terrific option for associations looking to engage with its members. In fact, we have put together 10 examples of how your association can talk to members through YouTube in honour of this milestone. Here they are:
“Look How Our Staff Helps You Every Day”
It’s easy for your members to see your association as a series of circles on their calendar. April is the month to pay dues. July is the summer networking event. November is the yearly conference. YouTube is a great way to show people that your organization is more than just the sum of these flashy events. One way to do this; create a “Day In The Life of Our Office” video. Show members what your staff do every day, what projects and services they are working on and how they define success for members and the association as a whole.
“Here’s How You Can Get The Most Out Of Your Membership”
Members usually have a tough time justifying the expense of membership if they aren’t using the services that come along with it. Sometimes, the reason for this is they don’t know what services are best and how to access them. Underline the value of membership and help members develop their careers by creating a video or a series of videos that highlight lesser-used services or a package of benefits and showing members how to get the most out of them. It will be a small investment with a potentially huge return.
“Our Annual Conference Is Pretty Awesome for Members”
Your annual conference is awesome; you know, your staff know it and your planning committee knows it. Members might not know it, yet. Similar to membership, conferences are often a big expense that people can’t justify without knowing what exactly their getting. Next time you go to your conference, come prepared with a camera. Film all the different aspects of your event, capture what sets your association apart and interview attendees. Put it all together and showcase the sights and sounds of your conference. It will help your association make a more vibrant pitch to members who are on the fence.
“Check Out How Valuable Exhibitors Think Our Trade Show Is”
It’s getting tougher and tougher to convince potential exhibitors that paying for space at your trade show is worth it to them, especially with social media opening up quick and inexpensive opportunities for businesses to reach clients. Nothing will help persuade them to make the investment like hearing the return on investment from a competitor. Create a testimonial-type video with a number of exhibitors mentioning the benefits of your association’s trade show. Interview attendees about the value of the trade show as well. Businesses may not listen to your association, but they will listen to customers.
“This One Member Is Pretty Awesome For These Reasons”
Everyone likes to be recognized. Your association is in the unique position to give exceptional members some attention. In doing so, your organization is setting itself apart by providing members a spotlight in a competitive industry or by simply being known as an organization that rewards loyal, hard-working members. If you hear of a member who has done something interesting or has achieved a big goal, ask them if you can profile them with a video. Tell their story and show other industry members how much more exposure they can gain through your association.
“Learn A Little Something About Our Board Members”
Your Board of Directors is a large influence on your association. The decisions it makes affect every aspect of the membership experience. If your members don’t know your Board, they can’t understand or believe in the choices they make. Creating a video introducing your Board to members is a great way to make your association’s governance more relateable. Videos are an especially handy tool for when a big, association-changing decision is made. You can write press releases all day explaining the logic behind the choice, but hearing it directly from the top (your Board) helps members get used to it faster.
“Look At Our Advocacy Efforts And How They Benefit You”
Associations can set themselves apart through advocacy. The logic behind effective lobbying is “strength in numbers” and this is what associations provide. However, the value of advocacy is often abstract for not easily quantified. Therefore, showing members how your association has their back on important legislative issues with video can add proof to your organization’s claims of value. Create quick clips of your association’s trip to government, film a press conference to make it easier for media to access and interview members on the issues that matter most to them.
“Here’s What We’re Doing For Young Members and Students”
It’s great to recognize long-time members, but it’s also crucial to attract the next generation of professionals to ensure the long-term health of your association. Create a video showing how young members can thrive by joining and participating in the organization. Film events your association provides for young professionals, showcase the awards available for students or interview a younger member about why they feel your association is valuable and a great tool to climb the ladder.
“Check Out This New Member Service, It’ll Help You Out”
Here’s the scenario; your association has just come out with a new service for members and all the staff is excited to launch it. There’s only one problem; your members don’t know anything about the new service. A video will add to your marketing and awareness efforts by explaining to members how to get the most out of this new service. Videos are a useful tool for this purpose because it can provide a explanation for members without overwhelming them with page after page of words while helping them with the addition of visuals, including charts, graphics and point form guides.
“This One Veteran Member Is A Star Of The Industry, Hear Us Interview Him”
Veteran members are a great source of compliments for your association. Your association has probably been a valuable resource for this member which is likely the reason they have stayed with you for so long. Film a short interview with this veteran member and talk with them about their accomplishments. Ask them about their commitment to the association and how it has helped them develop professionally. Hearing the value of your organization from a trusted colleague in the industry will help convince potential members that it’s worth following their lead.