Principled Innovation LLC

Battelle interview finally online

July 17th, 2006

Back on July 5th, I posted an announcement about my interview with John Battelle in this month’s issue of Associations Now. I’m pleased to say that the interview is now online, although I was disappointed to learn last week that John will not be speaking at ASAE & The Center’s Annual Meeting due to a personal medical issue. The information I have is that an excellent substitute speaker on the issue of innovation is being arranged, but it just won’t be the same for me, because I was really looking forward to hearing John talk about Google.

So, since we won’t have the opportunity to learn from John in Boston, I urge you to read this interview very closely, because I think he makes some very important points, and none more critical than his response to this question:

Q: How can associations capitalize on what I refer to as the “Google Effect”– that is, the extraordinary influence the company exerts on our society and its relationship to information?

A. Associations obviously can advertise on Google, but it’s important to go one layer deeper to understand what’s going on. Anyone who has a question about something is going to a search engine to try to get an answer to that question. This means that associations need to have good answers for questions that might be asked of search engines–which, in turn, means you really have to rethink how you’re communicating at a deep level and how you’re using the Web to connect with a robust community. (Emphasis added)

You need to take a deep look at your expression of your knowledge base on the Web. You can’t just throw stuff up there and hope everything works out. You really have to think about how you’re communicating and leading a conversation online with dedicated and passionate people around your cause or idea. If your organization is not engaged in a robust conversation online–if you’re not blogging or using other Web 2.0 technologies–you’re not going to be as readily available to the public when they are searching for answers to their questions. (Emphasis added)

As I point out at the beginning of the article, I am an evangelist for social media/Web 2.0 technologies, but not without a strategic purpose in mind. Conversation is increasingly conducted online and so the content and the context that associations bring to the table needs to be there as well. Association leaders need to think creatively about the application of tools that are going to put them in direct contact with their new target audiences. What will you say to them when they show up? Can you answer their questions? Are you ready to be authentic? Are you ready to give up old ways of thinking and acting in order to let others drive a truly meaningful conversation? Are you prepared to lead your association toward a brand new business model that will change the rules of the game?

Only time will tell. It should be an interesting ride!

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Entry Filed under: Principled Innovation Blog, What's New?, Social Media, Innovation, Associations, Extreme Makeover, The Association Innovator