Return on impact : leadership strategies for the age of connected relationships

256 Pages·2012·25.941 MB·English

by  Nour, David

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What business and association leaders have to say
about Return on Impact and working with David Nour:
“Whether you call them members or customers, if you want to engage them more
eff ectively, impact them more intently, and transform them more consistently, you
need to read Return on Impact now!”
– Daniel Burrus, CEO—Burrus Research Associates, and author of the New York Times
best seller FFllaasshh FFoorreessiigghhtt
“David Nour spoke to our leadership and board and without question, they chose to
think and lead diff erently than our industry counterparts shortly after his session.
If you’re trying to help your organization get beyond reactive social media, Return
on Impact is your roadmap to a more strategic approach to social.”
– Barbara Springer, General Counsel & Vice President Administration—Delta Dental of
Colorado
“I’ve had the pleasure of hearing many great speakers during my 27 years with PMA.
So it takes someone exceptional to cut through the clutter and make a unique
impression. You did that and then some. Your presentation and the subsequent
Q&A with attendees at our Leadership Symposium were really outstanding.”
– Bryan Silbermann, President & CEO—Produce Marketing Association
“Your presentation on the new media and how it can work eff ectively for all our oper-
ating companies was very well received…many have said that it’s the best Advisory
Committee meeting we’ve had in a long time.”
– Gerald Sullivan, Chairman—The Sullivan Group
“What an honor it was to have you speak at our National Cornerstone meeting.
Your enthusiasm, expertise, and stage presence had the entire audience on the edge
of their seats for the entire program. I received rave reviews from our clients and
senior managers. Additionally, the webinars post the meeting allow our clients to
continue their learning on social media. Th ank you for being personally engaged
with our company and our clients.”
– Nick Alexander, Vice President—Chubb Personal Insurance
“Our fi rm relies on David Nour’s unique perspective and diverse expertise to guide
us in developing strategic business partnerships, marketing, and most recently
social media. Additionally, David is a well respected and highly sought-after speaker
within the nonprofi t industry Fernley & Fernley serves. Many of our association
clients have had the opportunity to feature David at their annual conventions where
he always delivers a professional, entertaining, and informative presentation. I
highly recommend David Nour.”
– Taylor Fernley, President and CEO—Fernley & Fernley
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“Th ank you so much for presenting at the 2011 Amerinet Member Conference. Th e
session was a huge hit and so well received. As you know, social networking is rela-
tively new to the healthcare fi eld and most of our attendees came into the session
knowing very little about how it can apply to them. At the end of your session and
in follow up emails, I received more requests for your information than any other
speaker—you also received the highest marks on the evaluations.”
– Kerry Price, Vice President of Strategic Customer Engagements—Amerinet
“Your presentation at the North American Pedorthic Congress was a huge hit.
Immediately following your presentation, I had several delegates ask me: where
did you fi nd him, how do we get him to speak at our offi ce, and can he consult
for our company? I think these questions outline how well your presentation was
received. Our fi rm will continue to recommend you highly.”
– Jonathan Strauss, President—Strauss Event and Association Management
“As a corporate meeting planner with over 20 years of experience, I pride myself in
knowing a fantastic speaker. You proved me right by receiving glowing reviews from
the attendees at the Sun Microsystems Annual Partner Summit. Th e most impor-
tant factor was not how well you did on stage but how prepared you were when you
engaged the executive owner of the event. Your presentation is not prefabricated;
it is created up until you step on stage. Several clients, including the HP Managers,
ranked you as the top speaker from the event and insisted that you come back.”
– Brooke Sommers, CMP, CMM, President—Strategic Conferences and Events
“Your presentation was not only exceptional, but also relayed the type of interper-
sonal and business skills it takes to succeed in today’s workplace. I believe that
engaging, relevant presentations such as yours helped make this year’s conference
one of our strongest shows in recent years, with nearly 5,000 people in attendance.”
– Tony Keane, CAE, President & CEO - International Facility Management Association
“David Nour is the foremost expert on business connectivity and use of social net-
working, and he had our audience of 150 CEOs, presidents and top managers
enthralled with the power of his message.”
– Steve King, President—Pet Industry Distributors Association
“David Nour was the keynote speaker at our Annual Convention & Exposition. What
a treat! David’s professionalism started the moment we began working with him
on this event. He researched our industry and learned what information would be
most useful to our attendees. His high energy and engaging style were very well
received by our group and the information he provided on business relationships
and social media was right on target. Th ere were a lot of practical takeaways, which
the audience appreciated. We had nothing but positive feedback on this session
and hope to work with David again in the future.”
– Heidi Zimmerman, CAE, Executive Director—Association of Water Technologies
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Leadership Strategies For
Th e Age of Connected Relationships
D A V I D N O U R
WASHINGTON, DC
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Information in this book is accurate and consistent with industry standards at
the time of publication. As research and practice advance, however, standards
and best practices may change. For this reason, it is recommended that readers
evaluate the applicability of any recommendations in light of particular situations
and changing standards.
ASAE: Th e Center for Association Leadership
1575 I Street, NW
Washington, DC 20005-1103
Phone: [phone] outside the metropolitan Washington, DC
area
Fax: [phone] Email: [email protected]
We connect great ideas and great people to inspire leadership and achievement in
the association community.
Keith C. Skillman, CAE, Vice President, Publications, ASAE: Th e Center for
Association Leadership
Baron Williams, CAE, Director of Book Publishing, ASAE: Th e Center for
Association Leadership
Th is book is available at a special discount when ordered in bulk quantities. For
information, contact the ASAE Member Service Center at [phone].
A complete catalog of titles is available on the ASAE website at asaecenter.org.
Copyright © 2012 by David Nour. All rights reserved.
Published by Association Management Press, an imprint of ASAE: Th e Center for
Association Leadership
ISBN-13: 978-0-88034-336-7
ISBN-10: 0-88034-336-2
Permission to reproduce or transmit in any form or by any means, electronic or
mechanical, including photocopying and recording, or by an information storage
and retrieval system any portion of this work must be obtained in writing from
the director of book publishing at the address or fax number above.
Cover design by Beth Lower
Interior design by Troy Scott Parker, Cimarron Design, cimarrondesign.com
Printed in the United States of America.
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Contents
Integrated QR Codes vii
Welcome to the Age of Empowered Customers! ix
CHAPTER 1
Do You Still Matter? 1
CHAPTER 2
Develop a Robust Social Strategy, an Imperative First Step 25
CHAPTER 3
Embrace World-Class Engagement 49
CHAPTER 4
Build a Diff erent Kind of Organization 67
CHAPTER 5
“iTunify” Your Capabilities 93
CHAPTER 6
Attract and Develop Unparalleled Social Talent 121
CHAPTER 7
Socially Enable Your Execution 151
CHAPTER 8
Deploy Social Analytics to Listen Louder and Tell a Compelling
Story 173
CHAPTER 9
Fail Intentionally and Learn From It 195
CHAPTER 10
Reinvent ROI 215
Acknowledgements 231
About the ASAE Foundation 233
About the Author 235
Other Books by the Author 237
David Nour Speaking Topics 239
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Integrated QR Codes
With Return on Impact, I wanted to integrate the fundamental values of
collaboration—not just in the interviews of the association executives,
the gathering of the infl uentials at the 2011 ASAE Annual Meeting, best
practices from the corporate world, or the use of social media in captur-
ing ideas and perspectives in writing this book—but in how the readers
could interact with additional multi-modality content, as well as to engage
other like-minded individuals in an open community. I hope this eff ort
will enhance your experience with this book and more importantly the
ideas captured within.
QR Codes
A QR code—Quick Response code—is a two-dimensional code which
consists of modules in a square pattern. Th e user needs a QR reader
application on their smartphone to scan the code through the phone’s
camera. QR codes contain information encoded in text, URL, or other
data formats.
Th ese codes provide immediate and multimodal communication
channels between producer and consumer of information and thus are
ever-increasingly utilized among broader industries and their respective
constituents. Th ey may be used to display text, video, vCard in magazines,
on signs, buses, business cards, or almost any object about which users
might need complementary information.
Below is a list of software vendors where you can select and download
a QR code reader:
• KAYWA Reader
• Nokia Reader
• i-nigma Reader
• Lynkee Reader
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• UpCode
• QuickMark
• SnapMaze
• BeeTagg
• NeoReader
• ScanLife
• MobileTag
After you install the app, please read the QR code below to get started.
viii Return on Impact
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