Manager Tip – “You want it to be about the conversation.”

Posted by Shaun Callahan Mon, 04 Feb 2008 14:00:00 GMT

Last Thursday and Friday I had the pleasure of participating in the ASAE’s Association Technology Conference & Expo with over 100 other technology companies and over 1,200 association executives. While this was a tremendously productive two days, one of the most powerful sessions was the one lead by Robert Wolfe, Jr. (Training Manager for the Solid Waste Association of North America) entitled “Are Your Members Ready for Web 2.0?”

Robert’s comments were on point, down to earth and simply made good sense.

His emphasis was not on the technology but on what members were trying to get done – the experience and conversations they were having.

Here are some of his quotes I scribbled down while in the session:

“If they already have a destination in mind – help them get their quick.”

“Look for members who are “having a conversation” and ask yourself, “how can I enhance this dialogue?”

“The technology should be transparent. Members’ energies should be focused on the conversation or the experience not on accessing or learning the technology.”

“Members don’t care about the social network, they care about the conversation.”

“Members care about the destination – not the vehicle.’

“Content is king. Experience is king. Technology is just a way to enhance the conversation or experience.”

“You want it to be about the conversation.”

Manager Tip – Heed Robert’s advice – Help your members get to their destination.

Here are a few ways:

- If you learn of a conversation that is generating increased interest among your members, you could create a new Forum with that conversation as a topic.

- If a particular group of constituents are embarked on a specific project, you may want to create a separate Groupsite dedicated to those folks who are involved in that project.

- On the “Summary” page you may want to add links to sites that are resources that support the conversation or add an RSS feed on key topics around the conversation.

- You may want to locate experts on the topic and invite them to join your group and become part of the conversation.