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
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?
Creating a member centered online experience final
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
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.
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?
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.
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
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+.
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
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