Creating a member centered online experience final

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  • Date: Wednesday, December 5, 2012Time: 2:30 - 3:45 p.m.Technology Lab Title: Creating a Member-Centered Online ExperienceDescription: We've all heard that content is key, but now we’re faced with our content being consumed in an increasingly fragmented online environment. This session will introduce the concept of cross-channel planning from a member-focused perspective and will look at content strategy, the role of mobile and how metrics can guide what to post and where.Content Leader(s):Amy Hissrich, , VP, website initiatives, ASAEPeter Hutchins, , VP, American Forests
  • Amy
  • PeterMember needs assessmentMention some different ways to get at this.For written surveys talk about how important it is to spend time wording the questions so they don’t lead the user. Search reportsThe importance of year over year not just month to month. Looking for seasonal relevance.Focus groupsDifferent ways to do this at annual meetings to make them more affordable.Other?
  • Amy
  • Peterhttp://memeburn.com/2012/08/content-is-king-comes-of-age/
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  • Peterhttp://dailyinfographic.com/
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  • Amyhttp://dailyinfographic.com/
  • Amyhttp://mashable.com/
  • Peterhttp://dailyinfographic.com/
  • Peterhttp://dailyinfographic.com/
  • Peterhttp://mashable.com/
  • Amy
  • http://dailyinfographic.com/Amy
  • Amyhttp://dailyinfographic.com/
  • Amyhttp://dailyinfographic.com/
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  • Peterhttp://www.youtube.com/watch?feature=endscreen&NR=1&v=ij5yC-moPCM
  • Peterhttp://mashable.com/
  • Peterhttp://mashable.com/
  • Peterhttp://www.youtube.com/watch?v=dDSk7JUt8sA
  • Peterhttp://dailyinfographic.com/
  • Amyhttp://mashable.com/2012/06/19/how-to-get-more-likes-shares-on-facebook-infographic/
  • Amyhttp://mashable.com/2012/06/19/how-to-get-more-likes-shares-on-facebook-infographic/
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  • Amyhttp://unbounce.com/conversion-rate-optimization/report-2012/
  • Peterhttp://unbounce.com/conversion-rate-optimization/report-2012/
  • Peterhttp://unbounce.com/conversion-rate-optimization/report-2012/
  • Amyhttp://unbounce.com/conversion-rate-optimization/report-2012/
  • Amyhttp://unbounce.com/conversion-rate-optimization/report-2012/
  • Amyhttp://unbounce.com/conversion-rate-optimization/report-2012/
  • Creating a member centered online experience final

    1. Creating a Member- Centered Online Experience We d n e s d a y, D e c e m b e r 5 , 2 0 1 2 2 : 3 0 - 3 : 4 5 p . m . H u b Ta g : # t e c h 1 2 L H 3A m y H i s s r i c h , V P, W e b s i t e I n i t i a t i v e s , A S A EP e t e r H u t c h i n s , V P, S t r a t e g i c I n i t i a t i v e s , A m e r i c a n F o r e s t s
    2. As Always--A Strong Foundation• Goals and objectives- know what your organization is looking for and how you’ll measure success.• Examples: Recruitment, retention, registrations, donations, serving as leaders in the field, engaging, etc.
    3. A Member Centric Experience…• How do you know what your audience is looking for from their experience? – Member needs assessment – Search reports – Focus groups – Other?
    4. A Member Centric Experience…• What does it mean to be member/customer centric?• Reach your audience where they are—on the social networks they use, on the devices they use, when they’re using them, in ways that are relevant and useful to them.
    5. How does content relate to a good experience?
    6. Convenient• Where and when your audience is…general norms: Monday between 1-3pm The half-life of a link posted to Twitter is about 2.8 hours, according to bit.ly. Wednesday at 3:00 p.m. Twitter and Facebook, during the week and during the day http://blog.bitly.com/post/22663850994/time-is-on-your-side
    7. Convenient• Formatted to your audience’s devices
    8. Convenient• Which platforms?
    9. Convenient• Apps versus mobile web?
    10. Convenient• Apps versus mobile web?
    11. Convenient• Books is the #1 thing that people intend to buy online in the near future, reaching 44% of online shopping
    12. Convenient• Apps versus mobile web?
    13. Convenient in 2012• Social networks and blogs will continue to dominate American’s time online. Nearly a quarter of total time spent online would be in social networks such as Twitter or Facebook.
    14. Convenient
    15. Attractive
    16. Attractive• 42% of all Tumblr posts are photos.• On YouTube, 100 million users are taking a social action on videos every week.• Photo and video posts on Pinterest are referring more traffic than Twitter, StumbleUpon, LinkedIn, and Google+.
    17. Attractive
    18. Attractive• We have entered the age of the visual web: ―Blog posts became Facebook updates and Tumblr posts, which shrunk to Tweets and finally to Instagram or Pinterest… Smart brands are navigating the new visual social-media era.” – Fast Company
    19. Attractive
    20. Attractive
    21. Attractive
    22. Relevant• Covers the topics your audience wants – Search data, contact logs, surveys, trends• Is it in the format your audience is using – Mobile, social, curated, aggregated
    23. RelevantSearching in 2012Bing estimates there are more than 1 trillionpages of content on the internet4 billion searches every day175 Million searches every hour2.9 searches every minute
    24. Relevant
    25. Relevant
    26. Relevant• By 2013 90% of internet traffic will be video• 60% of people will watch video before reading text on the same webpage• Video is 53 times more likely to drive a 1st page result than traditional SEO
    27. Emotional
    28. Emotional on Facebook
    29. Emotional on Facebook
    30. Examples
    31. Examples
    32. Attractive
    33. Examples
    34. Examples
    35. Examples
    36. Content Strategyhttp://blog.braintraffic.com/2011/03/brain_traffic_lands_quad/
    37. Content Strategy• Create a content calendar – Who, What, Where, and When• Who owns the content strategy?• How will you tell visual stories?• How long does content live?• Is there a governance team?
    38. Measuring Success
    39. Measuring Success
    40. Measuring Success
    41. Measuring Success
    42. Measuring Success
    43. Contact Info• Amy Hissrich VP, Website Initiatives ASAE @ahissrich• Peter Hutchins VP, Strategic Initiatives American Forests @PeterHutchins

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