How would Google run an association? article in Headquarter Magazine

1. HEADQUARTERS The Pan-European Magazine for Association Executives
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TRENDS
2009
PLANTING A MEETINGS FOREST

2. > MEETING TRENDS
HOW THE WEB CAN HELP YOU RUN AN ASSOCIATION
7 virtual tools for building a learning organization
and getting more done with fewer paid staff
GOOGLE HAS CHANGED THE WAY WE COMMUNICATE, RESEARCH, BUILD COMMUNITIES, LIVE OUR LIVES,
CONSUME OUR RELATIONSHIPS. GOOGLE CHANGES OUR PERCEPTION OF THE WORLD AND MAYBE EVEN OUR
FUTURE BRAIN STRUCTURE IN WAYS WE ARE YET UNABLE TO COMPREHEND. “WHAT WOULD GOOGLE DO?”
READING JEFF JARVIS’ BOOK AND THE CELEBRATED MEDIA AND NEWSBLOG BUZZMACHINE.COM GOT ME
THINKING ABOUT THE WAY ASSOCIATIONS AND FEDERATIONS OPERATE IN AN OPEN SOCIAL NETWORKING
Ruud Janssen MINEFIELD. TEXT RUUD JANSSEN ©TNOC | THE NEW OBJECTIVE COLLECTIVE
You would think of it as a minefield if you are to practical matters. Besides the commonly members. Other chapters like MPI Italy and a
the type of person who believes governance known Google tools like GMail, Google Cal- new chapter in formation in Turkey are also
is the way to order and organize. If, however, endar and Google Docs you can now develop applying these technologies. Easy use, basic
you think like Google does, you know that eve- enterprise-like platforms from your laptop configuration requirements and vast email
rything is different in a world where the user computer or handheld devices on Google Apps. reduction based on periodic mail digests on
determines the direction of the conversation. project progress are the key ingredients to
I’ve tried and applied its principles over the its successful application.
Associations should no longer just speak to past months to set up multiple platforms for
their members, they should connect their initiatives (www.meetingsinitiative.org) built Thirdly I crafted a number of bespoke social
members to one another and derive value out on Google Apps using Google sites as well as networks. One for participants and alumni of
of making these connections. They should satellite websites for local spinoff initiatives an interactive conference and event
no longer fence off the knowledge bases but
open them up for general consumption and
conversation or debate.
Associations should no longer just speak
Let’s take a closer look at relationships. to their members, they should connect their
I believe the current generation of young peo-
ple - let’s call them the G(oogle)-Generation
members to one another and derive value out
- develop relationships more quickly and more of making these connections. They should no longer
intensely with more understanding because fence off the knowledge bases but open them up
they keep in constant contact with the people
in their lives and their networks. Social Net-
for general consumption and conversation or debate
works brings them and keeps them together.
The value added perception from the current
association members comes from a new angle. (nl.meetingsinitiative.org, uk.meetingsinitiative. management course programme on Ning.com.
Existing members that are already sold on the org, it.meetingsinitiative.org) and other small Another is a collection of experts and novice
value of your association will have an oppor- business purposes. software users that are now actively exchang-
tunity to learn the uses of online connections ing experiences, insights and tips & tricks even
stimulated by their peers in the association. By Another tool has vastly improved the quality though they are competitors in their daily busi-
(inter)connecting with your existing members, of leading an association. As president of a ness environment. This Software User Group
your network has just expanded exponentially local chapter, introducing online web 2.0 col- of commercial businesses have met through
and thereby the reach of your conversation laboration to run the chapter like a business their not for profit trade association and form
and knowledge base as well. has been a very rewarding experience. a community within a community. Today’s
The MPI Netherlands Chapter is now using online technology tools allow small organiza-
NOW TO PRACTICAL MATTERS Central Desktop online collaboration for tions & businesses to get more work done
So enough about the perceptions and now over 50 volunteer board and committee with fewer employees or with teams located in
HEADQUARTERS 36

3. > MEETING TRENDS
distant cities and countries. Most are multiple desktops and visit websites
inexpensive, if not free. Below are some together with a live browser so you
of my favorites: can take someone to a page and walk
Central Desktop (www.centrald- them through a real demo or sign-up
esktop.com) is an online project- process.
management and wiki-like intranet tool
that allows you to set up projects with Jott (http://jott.com) allows you to
internal collaborators and external record voice memos that get turned
customers, and manage all types of into e-mail text. You can create boxes
communication, file and document for anyone you collaborate with and
sharing. It’s a great tool for creating send notes anytime and anywhere.
online operations, engaging volunteer While you’re at it, use voice messages
leaders and retain knowledge bases for to create groups for distribution, post
associations or SME companies. With appointments to Google Calendar and
both public and private workspaces, even update your Twitter feed.
users work and collaborate realtime.
You can use it as a makeshift event SimpleEvent (www.simpleevent.com)
website integrating project manage- is a free conference-call service, but it
ment tasks as well as integrated web has some useful additional features.
meetings and syndicate messages and For example, you can put together
content to Twitter and Facebook. meetings on the fly and have multiple
people join in. You can also use it to
Dropbox (www.getdropbox.com) is host large web meetings of up to 1,000
simply a high powered FTP site, but the participants.
interface and work flow is impressive.
Users simply drag files to dropbox The named systems are a random
desktop folders, which are then sample of a wide range of tools avail-
uploaded and stored online. You can able online. They are the basis of a
share folders with anyone. Upload a learning organisation if you have the
file and it shows up on your remote co- curiosity and willingness to try them.
worker’s desktop. You can even set up In my view none of these tools prevail
public folders so anyone can send large over any other but demonstrate how
files without clogging mailboxes. I have seen teams thrive across mul-
tiple organisations and cultures. They
The free online Google Calendar bridge the gaps of communications
(www.google.com/calendar) lets you and allow us to further develop and
share your calendar with collabora- foster relationships pre-, during and
tors and sync with desktop and phone after face to face conferences, live
calendars over internet. meetings and events.
Google Apps (www.google.com/intl/
Ruud Janssen is a veteran international con-
nl/apps/business/index.html), the
ference organiser, marketing coach, award-
most recent addition to Google, allows winning e-marketeer, association volunteer
you to setup a fully operational back- leader, emerging technologies speaker and
entrepreneur at ©TNOC | The New Objective
office with email synchronization at Collective
a fraction of the cost of an Exchange
server type environment.
Virtual collaboration via iLinc (www.
ilinc.com) allows you to work face-
to-face in real time using web- and
videoconferencing. It also allows
you to access files and programs of
HEADQUARTERS 37