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Jarus Quinn: Leadership Done Right

I have been fortunate enough work for several great associations. I started out my association career at the Optical Society of America (OSA) and as most folks working in the association world, I wore ‘many hats’ while there and can attribute much of my  success to what I learned during my seven years.

OSA is special.

For someone like me who was launching a career, it was the best possible start I could have had. Twenty years and five associations later, I can see how fortunate I really am to have been part of something so special.

What makes OSA really special is the culture of compassion combined with imagination and innovation. They are an organization of exceptionally smart people, who care about their field and everyone in it with an obsessive-like quality.

Jarus QuinnThis is a testament to the leadership and vision of Jarus Quinn – who really set the tone and direction for OSA as executive director between 1969 and 1994. Under his leadership, OSA grew into a world-class organization with an excellent reputation for innovative programs, exceptional people, and laser-sharp vision.

I had the privilege to work under Jarus for several years. He was unique and by far the best leader, mentor, and chief inspiration officer I have come across. It is no wonder why OSA is what it is today. Sadly, Jarus suddenly passed away on August 11th of this year, leaving his family, friends, colleagues and an entire association community behind.

Jarus QuinnThe problem with starting out my career in such a place is that it set the tone and expectation for what great leadership and organizations should look like. I have been wandering around ever since expecting a similar experience to what I had at OSA, and needless to say it resulted in a lot of frustration over the  years. Don’t get me wrong, I have worked with some great associations that had great qualities, but without a ‘Jarus’ they just were not as special.

Both as a person and as a leader, Jarus did it right.

He was kind and compassionate. Jarus cared obsessively about every person at OSA. He made it his business to know who we were, and about our families, our careers, and sometimes even our struggles. Often he would offer some sort of assistance if need be. Regularly, he would visit staff in their cubicles and plop himself down in the chair and have a conversation about life or family – and he would remember every detail from the last visit.

He let us make mistakes. I made mistakes at OSA, including several big ones. I was never called to the principal’s office in a formal way. He would (either directly or through my supervisor) gently find out the details and use it as a learning opportunity so that we could get at the heart of what went wrong – and use that to inform process so that it wouldn’t happen again.

He let us take risks. I was lucky enough to work at OSA during a great time in the 90’s – just when we were coming into the digital age. Jarus knew this was important and consequently, he allowed us to forge a path with initiatives that had never been done before, ever.  These initiatives included websites, online journals, an online knowledgebase and more. He believed in imagination and encouraged us to come up with a vision, a plan and to try things out in some very risky ways. Many of those initiatives are alive and thriving today, including the thriving Optics Infobase and OSA’s online journals.

He knew when to step in. During my time there, the organization was going through some growing pains with people, processes, efficiency and the constant push to innovate and bring value to the members. He invested a lot of time and resources in making sure we had the help and guidance we needed – whether it was calling in re-engineering professionals or getting us onsite training in facilitation, team and project management – Jarus never hesitated.

He invested in his staff. Jarus knew that his staff was OSA’s biggest asset. He never thought twice about investing in his staff with education, tools, or training. If you had an interest or a passion, he was very intent on helping you to nurture it – and if he could make the connection with that passion and a career at OSA, he would do it and set you on your path.

He valued everyone in the organization. Jarus recognized that the most innovative and creative ideas often come from unconventional places and people. To him, it didn’t matter if you were an entry-level staff member or a senior member of the team. Everyone was on equal ground, and everyone was encouraged to engage and participate in strategic conversations, planning, and initiatives. If we had a good idea, there was a pretty good chance we would end up implementing it. No one was made to feel less in value than someone else.

Last night, I gathered with a group of former OSA colleagues to celebrate Jarus’ life and legacy. It was an evening of many wonderful stories and kind words, and I was deeply moved by what this man meant to so many people. What really struck me was the energy I felt when I entered the building at 2010 Massachusetts Avenue. It has been over 15 years since I walked through those doors – and it felt like nothing had changed. I think it’s mostly that Jarus is still there, infusing his awesome spirit, sense of humor, and unwavering kindness into all of us.

As I move forward in my career and life journey – I can only hope to live up to a fraction of his qualities. He has set the bar for all of us, and he continues to inspire me be the best version of myself.

Thank you, Jarus.

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Social Media, Social Networking & You

If your organization is using social media and social networks and you are wondering where you fit in – this post is for you.  The problem is, most people don’t understand what this is, are not sure why we need to do it or can’t see how it fits in to the bigger picture, and many think only their web and social media folks get to use it.

Well, not really…

Think of yourself at a reception at one of your events.  When you are asked to mingle and network with event attendees, we nurture relationships through conversation, make connections and share ideas, which ultimately strengthens customer loyalty and engagement.

This is what social networking is all about.  Social media simply refers to the tools we use to communicate and talk about it.

Successful organizations adopt this social approach as part of their culture – and that is where you want to be.  It is customer service, marketing, sales, member outreach and networking all rolled in to one.  For many of us, it is (or should be) part of what we do every day.

We have a challenge and an opportunity

Our challenge is to step outside of our comfort zone and learn how to use these new tools.  Our opportunity is to take our organizations to the next level using social media and social networks in innovative and creative ways – engaging our members, customers and partners beyond what we currently do.

Whether it’s customer service, communications, marketing, or general outreach – we should all be using these social tools to share information, participate in conversations, answer questions, and communicate information about everything you do.

Here are a few things you can do:

  • Participate in conversations and share links in your social networks on LinkedIn and/or Facebook.
  • Start reading industry blogs and start leaving comments and engaging in conversations.
  • Start using Twitter – search Twitter every day for your organizations name and see what people are saying.
  • Share ideas for blog posts and/or podcasts with the appropriate folks in your organization.

Let me know what you are doing to get involved!

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Social media strategy and content strategy: like peas and carrots

If I have said it once, I have said it a thousand times. Developing a content strategy and plan is extremely critical for a successful social media strategy.

You can’t invite folks to dinner without offering them a meal.

And why does everything come back to food, anyway? or shoes – oh yeah, that’s another post.

Back to the topic at-hand. Developing a focused and valuable content strategy requires us to think through a few high-level things first, then apply that to our social media activities.

Here is what I recommend:

Get your smart, innovative creative thinkers in the room. Ask the following questions (can be about a program, product, or around organizational goals):

What are our goals – in one year, what is the story we want to tell?

This is where you clearly articulate the outcome, based on what you want to be saying when you have successfully accomplished it. Then you work backwards from there.

About your core audience(s), ask yourselves the following questions:

  • What are their pain points – needs?
  • What do they find valuable?
  • Who are they and where are they already gathering online?
  • How many are current members or participants in any way?
  • How many know who we are as an organization?
  • What are the possibilities for future engagement/interactions (membership, content creation, speaking, interviews, etc)?
  • Beyond the default ‘networking’ answer, what do we have (or what can be created) that would be really valuable to them: Experiences, Content, Knowledge
  • What is the best way for us to brainstorm activities, events, content to address the answers to these?
  • How do we use the web and social platforms to engage and/or disseminate where appropriate?

Now that you have gathered an arsenal of knowledge, you can build your strategy. Here is what I suggest:

  • Develop an content grid/calendar that identifies topics, events/activities & content on a month-by-month basis
  • Brainstorm content tactics & identify resources for each
    - consider existing content that can be re-purposed
    - opportunities for new content creation: interviews for podcasts, guest articles and blog posts, white papers, toolkits, etc.

With this information, you can build your social media strategy and easily identify ways to disseminate, communicate, and engage using both traditional and new (social) media.

Make sense? Leave a comment and let me know your thoughts.

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Best Twitter Tutorial Ever

I recently stumbled upon the blog Lowrider Librarian (you gotta love that name) while doing some research about Twitter use within organizations.  In a recent post, Twitter for Organizations, he provides a very simple, clear tutorial about what Twitter is and how to use it.

It is by far the best Twitter explanation I have found. Check it out.

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Using tags for collecting, organizing and publishing content

Strategic content tagging is one the most overlooked practices online today. Using them strategically not only helps others find your stuff, but it helps you repackage and repurpose content easily and in very targeted ways.

If the basic concept of tagging confuses you – check out this “Tagging 101″ tutorial from ZDnet:

Many people associate tagging with Social Bookmarking – which is a very powerful (and useful) concept worthy of a conversation on its own – Jason Falls provides a great explanation about this on Social Media Explorer.

Most organizations are overwhelmed by the fact that their content and resources live in different places (especially in a web 2.0 world). My organization has content on Flickr, YouTube, Slideshare, Delicious, and have several blogs and podcasts. I also use google news and blog alert feeds from time-to-time as well. We are also having conversations on Twitter, LinkedIn, Facebook, Meetup and Ning.

On top of this, we are implementing an enterprise-wide content management system (cms) to manage and publish our core content as well.

The question was, how can I strategically combine and repurpose content from these different online properties efficiently and effectively? How can I repackage them around topics, issues, events, etc., when they come from different places? Even with enough resources – this can be very overwhelming.

This is fairly easy to do if you consistently use tags.  Here is what I do:

  • Create an index of tags to be used throughout my organization – essentially this is a keyword list. It is a living document that we update regularly. This can have many applications but at the very least it helps make content management more efficient.
  • Tag content on all of our online properties accordingly – keeping it as consistent as possible. Everything from blog posts to video  – making it possible for us to create very specific feeds.
  • Create RSS feeds and used feedburner (when appropriate) to publish content on our sites. Feedburner also allows users to subscribe via email, which comes in handy as well. This way the feeds are controlled through feedburner – and I can adjust them accordingly. I also get stats for performance as well.
  • Create “packages” of content accordingly – either via dashboard pages on our websites or through repurposed feeds throughout our social networks.

Using tags this way allows me (and users) to easily combine, repackage and repurpose content in many different ways. It also allows us to manage content in a distributed environment, as long as we are all working off of the same list of tags “keywords” – we are able to quickly combine and organize our content and links – and deliver it accordingly.

I am still experimenting with alternative ways of using tags – so let me know if you have any thoughts or ideas.

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Connecting the dots with your web, content, and data strategy

When trying to make the case for investing in big picture web strategy – it is important to take a few steps back and connect the dots between your web, content, data & technology.  Successful organizations understand the connections  and the importance of each, then leverage and plan for them accordingly.

Tell your story
The best way to figure this out is to begin by articulating the story you want to tell in, say, 2 years. For example:

Our members are able to easily solve management issues by connecting with fellow members and knowledge experts, participate in conversations, and find solutions by searching through previous discussions.

or

Our members and customers are able to get everything they need on their personal dashboard – from subscriptions, topic feeds, setting up in-person or online meetings, browsing group activity, register for upcoming events, viewing their professional itinerary…

Once you have defined the story – then peel apart the layers and determine what data, content, and connections you will need to make this happen.

Your Data Strategy – Understanding your relationship with your members and customers
Based on the end result – determine what data you will need to both make this happen. You will also need to think about what information you will use to make decisions on future products and services. Typically, you start with understanding not only who your customers are, but how they are interacting with you (online and offline), and what types of content/topics they are looking for. You will also need to think about opportunities for gathering this information over time, how to gather the “trending” information, and how to manage this as part of your core data set.

Your content strategy – think and act like a publisher
Most associations have a large inventory of valuable, relevant content. Publications, white papers, articles, video/audio content, blogs, experts databases, etc.  All of these, when packaged and delivered in the right context, are extremely valuable. If you can think and act like a publisher you will use your data to better understand what is of value, then repurpose/repackage and deliver content accordingly. Here you begin to value where other ‘self organizing’ communities cannot.

Your Web strategy – Bringing it all together with Community, Connections, Conversation & Content
Your web strategy must be focused on nurturing/strengthening relationships and engaging members and other key groups. If your web strategy is successful, your organization will be the  gathering place for your communities where they make connections through conversation while providing valuable content and tools in a relevant context.

Your technology strategy – connecting web, content & data to make your story a reality.
Technology is not the driver, it is the facilitator, and a good technology strategy is based on outcomes. Once you are clear on what you want to do, then involve technology in the conversation.


Don’t lose the plot.
With all of this said, it is good practice to continually re-assess your activities and identify how each initiative is helping to achieve big picture goals. Don’t be afraid to weak and improve as you go along.

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July Convene Magazine article – The Message is the Medium

I was recently  interviewed by Convene Magazine, the monthly publication from PCMA. See the article, The Message is the Medium, here.

Let me know what you think.

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VolunteerMatch opens up

Volunteermatch.org, by far one of the best “matchmaking” websites online for helping nonprofit organizations find volunteers by matching up user preferences with organizational needs – is opening up its network for public access.

What does this mean? According to Allyson Kapin at FrogLoop, it means that VolunteerMatch will be able to have even greater positive impact by enabling third parties (social networks and widget-makers) to access their data and ultimately make volunteer opportunities accessible in a variety of ways.

This is a very good thing.

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Creating a social network for your members

Now more than ever, association professionals must continuously define ways to deliver a valuable experience for members. Nurturing relationships, facilitating connections, sharing knowledge and ideas – all of these things are great in theory, but how do you really make them work?

Here are a few strategies:

  1. Keep it simple and easy to use – don’t over-complicate things
  2. Keep valuable content and learning experiences front-and-center
  3. Be engaged. Lead conversations, hold online events, package content and tools that really matter.
  4. Delegate a few very engaged, early-adopters to lead conversations and to have input in the direction of the online community
  5. Form online working groups to solve problems

For years, I have been creating a members-only social networks (formerly known as online communities). The good news is that not only have the tools improved significantly, they are much more attainable — even for organizations with the smallest of budgets.

My new favorite is Ning.com. Ning, a social networking platform that lets you build your own network in as little as 20 minutes. It’s a great environment for meeting people, collaborating and learning.

Ning’s popularity is growing rapidly – and was recently featured on cnet for reaching 1 million social networks.

Some examples of associations using Ning for member social networks:

eMarketing Association network group
2300+ members

National Association of Female Professionals
1500+ members

Association for Information and Image Management
3000+ members

The bottom line if you are thinking of starting a social network for your organization – don’t overcomplicate things. Give Ning.com a try.