Trends in Communication Technology for Associations | ACCE 2013

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  • 1. 2013 TRENDS IN ASSOCIATION TECH ACCE 2013 | Caitlin Kaluza | @qcait Schipul The Web Marketing Company Photo: instagram.com/dvf
  • 2. 1. Mobile Trends 2. Content Trends 3. Membership Trends 4. Social Media Trends 5. Web Analytics Trends LET’S TALK... Photo Credit: flickr.com/photos/duncanh1/9047426263/
  • 3. 1. MOBILE TRENDS
  • 4. 2013 Mobile Stats 13% of web traffic is mobile 50% of local searches are mobile 57% of users say they won’t recommend a business with a poor performing mobile site Google rewards mobile-optimized content in search results
  • 5. Tablet Stats
  • 6. MOBILE OPTIONS Separate Site/Pages Responsive Designvs. m.ymcahouston.org cmhouston.org
  • 7. Separate Site/Pages Responsive Designvs. Pros: • Easier to add to existing website • Cost • Full content customization Cons: • Scalability • Content lives in multiple places • Device based Pros: • Scalable • SEO Friendly (Google Recommends) • Content Lives in One Place • Best Practice Cons: • Development Time - Cost • All Content Must be Flexible
  • 8. WHAT ABOUT MOBILE APPS? • Consider the Use Case • Remember: Apps are Device-Specific
  • 9. What’s New in 2013? Mobile Users want the same experience 85% of mobile users say they watch TV with their devices 1 2 4 3 1 2 3 4
  • 10. Mobile Stats
  • 11. Usage Stats
  • 12. 2013 Mobile Benchmarks for our Association clients 2012 Q1 Mobile Traffic: 8% 2013 Q1 Mobile Traffic: 12% 50% Increase Year over Year
  • 13. 2. CONTENT TRENDS Photo Credit: flickr.com/photos/ekilby/5611541203/
  • 14. Trend: VISUAL, VISUAL, VISUAL
  • 15. • Visual! • Easy to Share • 17% of all social media driven ecommerce
  • 16. WHY? Photo Credit: flickr.com/photos/fdctsevilla/3968090665
  • 17. Infographics google.com/trends
  • 18. Tip: Integrate Visuals into content you’re already posting
  • 19. Tip: Show Off Your Members
  • 20. TOOLS FOR VISUAL CONTENT madewithover.com Resources for making infographics: http://bit.ly/infographictips http://bit.ly/infographictips2
  • 21. Trend: INBOUND MARKETING
  • 22. SEARCH ENGINE OPTIMIZATION Photo Credit flickr.com/photos/josefstuefer/9500503
  • 23. How a Search Engine Works
  • 24. Search Engines are Deaf and Blind
  • 25. SEO = Write great content + Use targeted keywords where they make sense
  • 26. The #1 thing you can do to improve SEO is add new relevant content regularly
  • 27. New Rules: Penguin and Panda Penalize Low Quality Content Penalize Over-Optimization
  • 28. Analytics Benchmark 60-75% of Traffic should come from organic search
  • 29. NYT Survey: 68% of people said they “Share to give people a better sense of who they are and what they care about.”
  • 30. Creating Shareable Content •Show who benefits and the impact •Showcase your people - staff & volunteers •Cover Events •Stats & Education •Think Real Time •Say “THANK YOU!”
  • 31. Think Shareable •Top 10 Ways to... •Hot Topics/In the News •Infographics •How to/FAQs •Tag People •Local Content •Revisit/Update Popular Content
  • 32. Think About Types of Content • Your top blog post could make a great video or whitepaper • Content Types: • Photos • Articles • Press Releases • Blog Posts • Slideshare Presentations • etc. etc. etc. YouTube has 1 billion monthly active users
  • 33. 3. TRENDS IN RECRUITING/ RETAINING MEMBERSHIP
  • 34. Let’s Talk Advertising Trend: Extremely Targeted Ads
  • 35. Search Network Be there when they’re searching for you 2%-4% CTR Display Network/ Banner Ads Branding Impressions to a Targeted Audience 0.1% CTR
  • 36. • Target based on personal interests • 3 Types: • Boost post • Sponsored Story • Paid ad • Average CTR is low (~0.05%)
  • 37. • Target by Industry/Job Title • Be careful of ad fatigue • Promoted Accounts and Tweets • Targets users like your followers, or by what they tweet about • Only pay for what works (when someone clicks, replies, RTs) • Standard In-Stream: :15 or :30 long “commercials” between videos • TrueView: Can be longer, viewers can skip after 5 seconds
  • 38. Tip: Lower the Barrier to Entry 60% 40% Job Board Pageviews All Other Pageviews
  • 39. Tip: Meet People Where They Are
  • 40. ONLINE DONATION TRENDS Download: blackbaud.com/files/ resources/downloads/ 2012.CharitableGivingReport.pdf 1. Online Giving grew 11% 2012 (7% of total) 2. Donor Retention Trends: • Offline Only - 29% • Online Only - 23% • Multichannel - 58%
  • 41. 3. ONLINE GIVING IS MOBILE Email! • 90% of people open email on both computer & phone • 38% of email people open on their mobile device Tips: Link email CTAs to mobile donation form Start with mobile friendly action pages
  • 42. Organizations who incorporate social media into fundraising campaigns generate 10xmore money Source: 2012 Digital Giving Index
  • 43. 4. TRENDS IN SOCIAL MEDIA
  • 44. Trend: VISUAL, VISUAL, VISUAL
  • 45. FIND YOUR AUDIENCE http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
  • 46. 1. It is owned by Google 2. Google Places become Google Plus Local Pages 3. Search Plus rolls out WHY YOU SHOULD CARE
  • 47. • Lifestyle • Curated Content - 80% are repins • Inspiration/Aspiration • Demographic: College Educated Women
  • 48. Monitoring Tool: Pinalerts
  • 49. • 12% of web users • Demographics: • Age 18 - 29 • Even Men/Women • College-Educated • Now with video!
  • 50. • 6 Second “Animated GIF” Style Videos • Early Adopters • Introduced by Twitter in February 2013
  • 51. • “YouTube for Presentations” • Share webinars, public speaking, documents • Embed YouTube videos • Business-Oriented content
  • 52. TIPS FOR EXPLORING NEW NETWORKS • Listen first • Snag your name • Monitor the Demographics • Consider your previous commitments
  • 53. NEW FOR 2013 Universal #hashtags
  • 54. 5. TRENDS IN ANALYTICS
  • 55. REAL TIME DATA
  • 56. SOCIAL VALUE TRACKING
  • 57. A/B Testing with Google Analytics Content Experiments A Bvs.
  • 58. Social Media Tracking Tools Tip: Add + on the end of any bit.ly URL to see stats
  • 59. Heat Map Tools with CrazyEgg.com
  • 60. 1. Mobile Trends 2. Content Trends 3. Membership Trends 4. Social Media Trends 5. Web Analytics Trends WRAPPING UP... Photo Credit: flickr.com/photos/duncanh1/9047426263/
  • 61. QUESTIONS? CAITLIN KALUZA Marketing Manager @qcait | qcait.com schipul.com blog.schipul.com @schipul