2013 TRENDS IN
ASSOCIATION TECH
ACCE 2013 | Caitlin Kaluza | @qcait
Schipul The Web Marketing Company
Photo: instagram.com...
1. Mobile Trends
2. Content Trends
3. Membership Trends
4. Social Media Trends
5. Web Analytics Trends
LET’S TALK...
Photo...
1. MOBILE TRENDS
2013 Mobile Stats
13% of web traffic is mobile
50% of local searches are mobile
57% of users say they won’t
recommend a bu...
Tablet Stats
MOBILE OPTIONS
Separate Site/Pages Responsive Designvs.
m.ymcahouston.org cmhouston.org
Separate Site/Pages Responsive Designvs.
Pros:
• Easier to add to existing
website
• Cost
• Full content
customization
Con...
WHAT ABOUT MOBILE APPS?
• Consider the
Use Case
• Remember:
Apps are
Device-Specific
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...
Mobile Stats
Usage Stats
2013 Mobile Benchmarks
for our Association clients
2012 Q1 Mobile Traffic: 8%
2013 Q1 Mobile Traffic: 12%
50% Increase Yea...
2. CONTENT
TRENDS
Photo Credit: flickr.com/photos/ekilby/5611541203/
Trend:
VISUAL,
VISUAL,
VISUAL
• Visual!
• Easy to Share
• 17% of all social
media driven
ecommerce
WHY?
Photo Credit: flickr.com/photos/fdctsevilla/3968090665
Infographics
google.com/trends
Tip: Integrate
Visuals into
content you’re
already posting
Tip: Show
Off Your
Members
TOOLS FOR VISUAL CONTENT
madewithover.com
Resources for making infographics:
http://bit.ly/infographictips
http://bit.ly/i...
Trend:
INBOUND
MARKETING
SEARCH ENGINE
OPTIMIZATION
Photo Credit flickr.com/photos/josefstuefer/9500503
How a Search Engine Works
Search Engines are Deaf and Blind
SEO =
Write great content
+
Use targeted keywords where
they make sense
The #1 thing you can
do to improve SEO is
add new relevant
content regularly
New Rules: Penguin and Panda
Penalize Low Quality Content Penalize Over-Optimization
Analytics Benchmark
60-75% of
Traffic should
come from
organic search
NYT Survey: 68% of people said they
“Share to give people a better
sense of who they are and
what they care about.”
Creating Shareable Content
•Show who benefits and
the impact
•Showcase your people -
staff & volunteers
•Cover Events
•Stats...
Think Shareable
•Top 10 Ways to...
•Hot Topics/In the News
•Infographics
•How to/FAQs
•Tag People
•Local Content
•Revisit/...
Think About Types of Content
• Your top blog post could
make a great video or
whitepaper
• Content Types:
• Photos
• Artic...
3. TRENDS IN
RECRUITING/
RETAINING
MEMBERSHIP
Let’s Talk Advertising
Trend: Extremely Targeted Ads
Search Network
Be there when they’re
searching for you
2%-4% CTR
Display Network/
Banner Ads
Branding Impressions to a
Tar...
• Target based on
personal interests
• 3 Types:
• Boost post
• Sponsored
Story
• Paid ad
• Average CTR is
low (~0.05%)
• Target by Industry/Job Title
• Be careful of ad fatigue
• Promoted Accounts and Tweets
• Targets users like your followe...
Tip: Lower the
Barrier to Entry
60%
40%
Job Board
Pageviews
All Other
Pageviews
Tip: Meet People
Where They Are
ONLINE DONATION
TRENDS
Download: blackbaud.com/files/
resources/downloads/
2012.CharitableGivingReport.pdf
1. Online Giving...
3. ONLINE GIVING IS MOBILE
Email!
• 90% of people open email on both computer & phone
• 38% of email people open on their ...
Organizations who incorporate social
media into fundraising campaigns
generate
10xmore
money
Source: 2012 Digital Giving I...
4. TRENDS IN SOCIAL MEDIA
Trend:
VISUAL,
VISUAL,
VISUAL
FIND YOUR AUDIENCE
http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
1. It is owned by
Google
2. Google Places
become Google
Plus Local Pages
3. Search Plus rolls
out
WHY YOU SHOULD CARE
• Lifestyle
• Curated Content - 80%
are repins
• Inspiration/Aspiration
• Demographic: College
Educated Women
Monitoring Tool: Pinalerts
• 12% of web users
• Demographics:
• Age 18 - 29
• Even Men/Women
• College-Educated
• Now with video!
• 6 Second
“Animated GIF”
Style Videos
• Early Adopters
• Introduced by Twitter in February 2013
• “YouTube for
Presentations”
• Share webinars, public
speaking, documents
• Embed YouTube videos
• Business-Oriented
cont...
TIPS FOR EXPLORING NEW NETWORKS
• Listen first
• Snag your name
• Monitor the Demographics
• Consider your previous commit...
NEW FOR 2013
Universal #hashtags
5. TRENDS IN
ANALYTICS
REAL TIME DATA
SOCIAL VALUE TRACKING
A/B Testing with Google Analytics Content Experiments
A Bvs.
Social Media Tracking Tools
Tip: Add + on the end of
any bit.ly URL to see stats
Heat Map Tools with
CrazyEgg.com
1. Mobile Trends
2. Content Trends
3. Membership Trends
4. Social Media Trends
5. Web Analytics Trends
WRAPPING
UP...
Phot...
QUESTIONS?
CAITLIN KALUZA
Marketing Manager
@qcait | qcait.com
schipul.com
blog.schipul.com
@schipul
Trends in Communication Technology for Associations | ACCE 2013
Trends in Communication Technology for Associations | ACCE 2013
Trends in Communication Technology for Associations | ACCE 2013
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Trends in Communication Technology for Associations | ACCE 2013

  1. 1. 2013 TRENDS IN ASSOCIATION TECH ACCE 2013 | Caitlin Kaluza | @qcait Schipul The Web Marketing Company Photo: instagram.com/dvf
  2. 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. 3. 1. MOBILE TRENDS
  4. 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. 5. Tablet Stats
  6. 6. MOBILE OPTIONS Separate Site/Pages Responsive Designvs. m.ymcahouston.org cmhouston.org
  7. 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. 8. WHAT ABOUT MOBILE APPS? • Consider the Use Case • Remember: Apps are Device-Specific
  9. 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. 10. Mobile Stats
  11. 11. Usage Stats
  12. 12. 2013 Mobile Benchmarks for our Association clients 2012 Q1 Mobile Traffic: 8% 2013 Q1 Mobile Traffic: 12% 50% Increase Year over Year
  13. 13. 2. CONTENT TRENDS Photo Credit: flickr.com/photos/ekilby/5611541203/
  14. 14. Trend: VISUAL, VISUAL, VISUAL
  15. 15. • Visual! • Easy to Share • 17% of all social media driven ecommerce
  16. 16. WHY? Photo Credit: flickr.com/photos/fdctsevilla/3968090665
  17. 17. Infographics google.com/trends
  18. 18. Tip: Integrate Visuals into content you’re already posting
  19. 19. Tip: Show Off Your Members
  20. 20. TOOLS FOR VISUAL CONTENT madewithover.com Resources for making infographics: http://bit.ly/infographictips http://bit.ly/infographictips2
  21. 21. Trend: INBOUND MARKETING
  22. 22. SEARCH ENGINE OPTIMIZATION Photo Credit flickr.com/photos/josefstuefer/9500503
  23. 23. How a Search Engine Works
  24. 24. Search Engines are Deaf and Blind
  25. 25. SEO = Write great content + Use targeted keywords where they make sense
  26. 26. The #1 thing you can do to improve SEO is add new relevant content regularly
  27. 27. New Rules: Penguin and Panda Penalize Low Quality Content Penalize Over-Optimization
  28. 28. Analytics Benchmark 60-75% of Traffic should come from organic search
  29. 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. 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. 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. 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. 33. 3. TRENDS IN RECRUITING/ RETAINING MEMBERSHIP
  34. 34. Let’s Talk Advertising Trend: Extremely Targeted Ads
  35. 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. 36. • Target based on personal interests • 3 Types: • Boost post • Sponsored Story • Paid ad • Average CTR is low (~0.05%)
  37. 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. 38. Tip: Lower the Barrier to Entry 60% 40% Job Board Pageviews All Other Pageviews
  39. 39. Tip: Meet People Where They Are
  40. 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. 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. 42. Organizations who incorporate social media into fundraising campaigns generate 10xmore money Source: 2012 Digital Giving Index
  43. 43. 4. TRENDS IN SOCIAL MEDIA
  44. 44. Trend: VISUAL, VISUAL, VISUAL
  45. 45. FIND YOUR AUDIENCE http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
  46. 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. 47. • Lifestyle • Curated Content - 80% are repins • Inspiration/Aspiration • Demographic: College Educated Women
  48. 48. Monitoring Tool: Pinalerts
  49. 49. • 12% of web users • Demographics: • Age 18 - 29 • Even Men/Women • College-Educated • Now with video!
  50. 50. • 6 Second “Animated GIF” Style Videos • Early Adopters • Introduced by Twitter in February 2013
  51. 51. • “YouTube for Presentations” • Share webinars, public speaking, documents • Embed YouTube videos • Business-Oriented content
  52. 52. TIPS FOR EXPLORING NEW NETWORKS • Listen first • Snag your name • Monitor the Demographics • Consider your previous commitments
  53. 53. NEW FOR 2013 Universal #hashtags
  54. 54. 5. TRENDS IN ANALYTICS
  55. 55. REAL TIME DATA
  56. 56. SOCIAL VALUE TRACKING
  57. 57. A/B Testing with Google Analytics Content Experiments A Bvs.
  58. 58. Social Media Tracking Tools Tip: Add + on the end of any bit.ly URL to see stats
  59. 59. Heat Map Tools with CrazyEgg.com
  60. 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. 61. QUESTIONS? CAITLIN KALUZA Marketing Manager @qcait | qcait.com schipul.com blog.schipul.com @schipul
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