Five Trends in Membership Organisation Website Development

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Websites for membership organisations are often complex projects with many moving parts including the choreography of numerous systems and business processes. This talk, at the Trade Association Forum 'Best Practice Exchange' highlights five patterns in modern web development to look out for.

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Five Trends in Membership Organisation Website Development

  1. 1. Five Trends* for the Future of Web Strategies TRADE ASSOCIATION FORUM DEESON MEMBER COMMUNICATIONS
  2. 2. * "the future that is already here" TRADE ASSOCIATION FORUM DEESON MEMBER COMMUNICATIONS
  3. 3. Trends in Web Strategies Simon Bostock Digital Strategist simonb@deeson.co.uk twitter: i4_1
  4. 4. TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  5. 5. CROSSPOLLINATION TRENDS IN WEB STRATEGIES DEESON MEMBER COMMUNICATIONS
  6. 6. CLIENT NAME: PROJECT TITLE
  7. 7. CLIENT NAME: PROJECT TITLE
  8. 8. Five Themes / Trends TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  9. 9. ONE - The Friction Theme TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  10. 10. Consequences - How does usage change when you shift from ..? - ... dial-up to broadband? - ... desktop to tablet? TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  11. 11. Notes - Walt Disney and 'desire paths' - Paving the Cowpaths - Are you 'in the workflow' or 'outside the workflow'? TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  12. 12. TWO - The Competition Theme - AKA The Semantic Economy Theme TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  13. 13. “For most of corporate history, scale provided benefits that went beyond just consolidation of fixed costs and negotiating power, but also included informational advantages...
  14. 14. ... Now, however, the scale economy has been replaced by a semantic economy, where information flows freely across once impermeable boundaries of firm and industry."
  15. 15. "Monetise the user, not the channel" TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  16. 16. Are you ... ... an organisation with a website? OR ... a website with an organisation? TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  17. 17. Consequences - membership organisations who don't know they're membership organisations - massively increased competition - the dangerously seductive notion of 'our members' - Are you an organisation with a website or vice versa? TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  18. 18. THREE - The Horizon Theme TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  19. 19. Consequences - 'Semantic Economy' was (is?) possibly over-hyped but people who know no better will do hugely disruptive things with it - Being a 'laggard' is immensely stressful - Google Glass, Smart Watches, Augmented Reality are toys at the moment BUT ... TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  20. 20. FOUR - The Fridge and Cockpit Theme TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  21. 21. " ... we assume the harshest conditions technically (outdated browsers, slow connection speeds, etc.) and layer enhancements from there ..."
  22. 22. " ... we can assume interest levels and moods are equally harsh ..."
  23. 23. Consequences - A lot of the stuff we understand about 'marketing' is dangerously out of date - The internet isn't always a cockpit but a gigantic fridge - 'Be as smart as a puppy' TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  24. 24. FIVE - The Flying Fortress Theme TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  25. 25. http://deeson-mc.co.uk/blog/articles/associations-digital-first
  26. 26. Consequences - No more interns and the 'young person who uses Facebook a lot' - Executive sponsorship is essential - Agency selection is critical (well, I would say that...) - Open Source is (probably) the only sane option TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  27. 27. Consequences - Membership organisation websites are very big beasts - Branding or creative agencies often aren't used to taking on Business Process Analysis projects TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
  28. 28. Trends in Web Strategies Simon Bostock Digital Strategist simonb@deeson.co.uk twitter: i4_1
  29. 29. Simon Bostock Digital Strategy Emily Turner Social Strategy Dominic Deeson Publishing and Comms Strategy
  30. 30. Trends in Web Strategies http://deeson-mc.co.uk/blog

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