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 3
A 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 E
P 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. Relevant
Searching in 2012
Bing estimates there are more than 1 trillion
pages of content on the internet
4 billion searches every day
175 Million searches every hour
2.9 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 Strategy
http://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