The Dirty Little Secrets Why Your Website Isn’t Delivering Value   The Business of Association Publishing      Association...
Who We AreAmy Peebles   – Amy Peebles is the Director of Strategy and Programs at     the American Bar AssociationFrederic...
The Dirty Little Secrets
Association Challenges
You Have a Lack of     Urgency
• Overhaul the governance model and committee operationsGovernance             • Empower the CEO and enhance staff experti...
Your PEOPLE are the  problem, not the   TECHNOLOGY.
Silos               Skills       Accountability    Inter-             Project                     Management       Who Own...
You Don’t Understand  Your Audience &     Their Needs
Checkbook MemberPassiveMemberEngagedMemberMemberLeader
You Don’tUnderstand the  Ecosystem
Visitors /                              MembersSearch    Websites   Social                                           Email...
You Lack Integration     Across Your   CommunicationChannels Both From aTechnical and Strategic     Perspective
CommunicationsEditorialTechnology                             Message   MemberAMS / CRM    Social Media / Email /    Web
Take Back the Web• Define Who Owns the Website  – Roles to define:     • Website Layout and Design     • Advertising     •...
Take Back the Web• Know Who Needs Training• Define Member Involvement & Oversight
Association Strategy• What Role Does the Website Play?• Build a Specific Website Strategy  – Keep all digital and non-digi...
Strategic Pillars          Digital StrategyDistribution     Content   Engagement   Analytics
Publishing Strategy• Does Your Current Workflow Need to Change?  – Inbound content / content creation  – Content editing  ...
Redefine the Value Proposition• What is your competitive advantage?• Why should people seek information from  your site?• ...
Inbound Marketing• Find ways to convert traffic to your site to  members and/or customers• Define some tactical conversion...
Thank You
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20111103 aied amp_dirty_littlesecrets

  1. 1. The Dirty Little Secrets Why Your Website Isn’t Delivering Value The Business of Association Publishing Association Media & Publishing November, 3, 2011
  2. 2. Who We AreAmy Peebles – Amy Peebles is the Director of Strategy and Programs at the American Bar AssociationFrederick L. Faulkner IV – Fred Faulkner is the Principal at AIE Digital, LLC, a digital marketing and web consultancy focusing on associations and small to mid-sized busineses.
  3. 3. The Dirty Little Secrets
  4. 4. Association Challenges
  5. 5. You Have a Lack of Urgency
  6. 6. • Overhaul the governance model and committee operationsGovernance • Empower the CEO and enhance staff expertise Staff • Rigorously define the member marketMembership • Rationalize Programs & Services Value • Build a robust technology frameworkTechnology Race for Relevance: 5 Radical Changes for Associations
  7. 7. Your PEOPLE are the problem, not the TECHNOLOGY.
  8. 8. Silos Skills Accountability Inter- Project Management Who Owns the department Decisions? Projects Communications WhoInternal Politics Business Implements the Analysis Decisions?
  9. 9. You Don’t Understand Your Audience & Their Needs
  10. 10. Checkbook MemberPassiveMemberEngagedMemberMemberLeader
  11. 11. You Don’tUnderstand the Ecosystem
  12. 12. Visitors / MembersSearch Websites Social Email Offline AdsEngines & Blogs Media Website / Content
  13. 13. You Lack Integration Across Your CommunicationChannels Both From aTechnical and Strategic Perspective
  14. 14. CommunicationsEditorialTechnology Message MemberAMS / CRM Social Media / Email / Web
  15. 15. Take Back the Web• Define Who Owns the Website – Roles to define: • Website Layout and Design • Advertising • Content – Homepage – Landing Pages – Navigation & Architecture • Back-end Management • Features & Functionality
  16. 16. Take Back the Web• Know Who Needs Training• Define Member Involvement & Oversight
  17. 17. Association Strategy• What Role Does the Website Play?• Build a Specific Website Strategy – Keep all digital and non-digital channels in mind – Define metrics to measure against• Strategy needs to evolve and change as your organization changes
  18. 18. Strategic Pillars Digital StrategyDistribution Content Engagement Analytics
  19. 19. Publishing Strategy• Does Your Current Workflow Need to Change? – Inbound content / content creation – Content editing – Systems that are used for editing – Distribution (offline, online, store) – Rights & Permissions
  20. 20. Redefine the Value Proposition• What is your competitive advantage?• Why should people seek information from your site?• Are you engaging members and prospective members?• Are you still considered the authoritative source on your subject matter?
  21. 21. Inbound Marketing• Find ways to convert traffic to your site to members and/or customers• Define some tactical conversion funnels into your website• Track metrics and modify as necessary
  22. 22. Thank You
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