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Audc 2013 5 online trends for association websites
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Audc 2013 5 online trends for association websites


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  • 2. www.VTCUS.comSAY HELLO Ray van Hilst Ray is Director of Client Strategy at Vanguard Technology where he blends 20 years of marketing experience with modern photo web principles to create high value websites that help organizations meet their goals. His career includes work with Fortune 500 brands such as Disney and The Home Depot and non-profits and associations. Follow (and heckle) him on Twitter @rvanhilst. #AUDC13
  • 3. www.VTCUS.comABOUT VANGUARDIntegrated Websites for AssociationsVanguard Technology is an online technologyservice provider specializing in website Vanguard shares more than 20 clients withredesigns, content management, social Avectra and integrates with both netFORUMnetworking, and mobile experiences for Enterprise and netFORUM Pro.associations exclusively.We integrating our offerings with Avectra’snetFORUM to create a seamless memberexperience to drive online engagement that For more information please visit yoursupports the organization’s mission and meets website:their business goals.Vanguard features the Sitefinity CMS and is a www.VTCUS.comSitefinity Platinum Partner. #AUDC13
  • 6. “If you build it they will come…”
  • 7. But… no one goes to hear a bad orchestra.
  • 8. Content Marketing is an umbrellaterm encompassing all marketing formats that involve the creationand sharing of content in order to attract, acquire and engageclearly defined and understood current and potential consumerbases with the objective of driving profitable customer action.Content marketing subscribes to the notion that deliveringinformation to prospects and customers drives profitable consumeraction. Content marketing has benefits in terms of retaining readerattention and improving brand loyalty. #AUDC13
  • 9. Content Marketing Examples• White Papers• Infographics• Webinars• Emails• Fact Sheets• Blogs• Social Media (Twitter, Facebook, etc.) #AUDC13
  • 10. Content Marketing • A 2011 survey found that 82% of B2B companies use content marketing • Predicted Trends – Shifting Technologies (e.g. RSS to Google+) – Emerging content channels will steal the spotlight from more established media – Curated Content – Search Engine Optimization including off site optimization (e.g. social channels) #AUDC13
  • 11. 1 Billion
  • 12. #AUDC13
  • 13. “Google is my homepage so everything starts there.”“I Google something atleast 12 to 14 times aday.” “Google is my primary research source.” “If I need something I Google it.” “I keep up to date on my industry with Google alerts.” #AUDC13
  • 14. Personalization Trends from Adobe and eConsultancy • 52% of digital marketers agree “The ability to personalize web content is fundamental to their online strategy.” • 41% are “Committed to providing personalized experiences.” • Data used to personalize the web experience: – Personal Data – Browser History – Purchase History – Onsite Behaviour – User Preferences #AUDC13
  • 15. Sharing Trends• Facebook accounts for almost 53% of online sharing – An 18% increase from 2011• Pinterest is fastest growing network• More options mean more sharing• Mobile sharing is growing sharing-trends/#.USIiq6WyUz1 #AUDC13
  • 16. 5 Trends1. Content Marketing2. Search Engine Optimization3. Personalization4. Social Sharing5. Responsive Web Design
  • 18. #AUDC13
  • 19. Top Factors for a Redesign• 70.2% - Look and feel is outdated• 57.9% - Make it easier/faster to update;• 57.9% - Integrated with other technologies• 45.6% - Lack of functionality• 22.8% - Shifting business Model• 21.1% - Member Complaints• 5.3% - Board directive• 3.5% - Competition #AUDC13
  • 20. Make it easy to publish contentSELECT THE RIGHT TOOLS
  • 21. “The hardest part of managing a website shouldbe writing the content. Not coding.” Ray van Hilst Some guy speaking at a conference #AUDC13
  • 22. WYSIWIG & HTML News Events Calendar Shared Content Lists Form Builder Multimedia Social integrationMore than just a website editor #AUDC13
  • 23. “My staff really likes their CMS [Sitefinity] - theyfind it intuitive and with enough safeguards thattheyre not afraid of screwing up the whole site.” Cathy Stegmaier Executive Director Alliance of Cambridge Advisors #AUDC13
  • 24. Testing a CMS• Give the vendor sample content to migrate in the demo• Do a side by side comparison of publishing content• Try a Sandbox Demo• Ask about training and documentation #AUDC13
  • 25. Create member value through contentCONTENT MARKETING
  • 26. “I am very much of a content-is-the-most-important-thing [mindset]. You can havethe most effective integrated social mediaplatform and every kind of technology, butif you don’t have anything to say, you’redone.” - James Carville, Associations Now #AUDC13
  • 27. Association Content Marketing• Industry News• Press Releases• Magazine Articles• Videos• Education• Blogs• Newsletters #AUDC13
  • 28. Get Started• Content Audit – What do you have? – Where is it?• Identify your channels – Where should it go?• Institutionalize – Get everyone on board – Adopt the Manifesto #AUDC13
  • 29. Content Pyramid Social Informal Right Now Media Blog Posts News Articles FeaturesEvergreen Content Formal 3 Years from Now #AUDC13
  • 30. Content Marketer’s Manifesto (Top 5) #1 – I am a Marketer – If you are creating content – even editorial – you are engaged in marketing #2 – I hold the hottest tool for retention – Content – Relevant content is the best way to create value #3 – My content is aligned with the organization’s goals – I create content that achieves my organization’s goals #4 – I am in the influencing behavior game – My purpose is to provide value through content to influence and drive behavior #5 – I have an ongoing dialogue – Content topics are driven by ongoing discussion and listening to their needs. #AUDC13
  • 31. Making your content foundSEARCH ENGINEOPTIMIZATION #AUDC13
  • 32. Good content trumps SEO "Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it,” “Google tries to make it so that sites dont have to do SEO." Matt Cutts Google Webmaster Extraordinaire #AUDC13
  • 33. SEO Tips• Make it visible – Relevant content can’t be hidden behind a login• Know your relevant keywords… and use them! – Headlines – Body Copy – Internal Links• Build links back to your site – Press Releases – Partner Sites – Social Media and Communities – Embrace Google+ #AUDC13
  • 34. SEO Basics• SEO Friendly URL• Title Tag• Keywords• Descriptions #AUDC13
  • 36. Jim Susan • 26 Years Old • 34 Years Old • General RT in a hospital • Radiation Therapist • Early in career • Hospital based • Single, enjoys life outside • Married with two small kids, work always on the go • Transaction driven • Transaction driven Generalist Specialist Sarah Bob • 40 Years Old • 48 Years Old • Senior Technician with • Operations Manager many positions • Service provider • Engaged at state level • Volunteers with state • Married with two kids (8 affiliates and national org & 11) •Careerist Evangelist Married with active teenagers #AUDC13
  • 37. CEs Drive Web Usage Transactional 1 Transactional 2 Career Focused EvangelistCheck & X X X XManage CEsContinuing X X XEducationIndustry News X X XStandards XEvents XCareers X XVote X XVolunteer XAdvocacyMemberBenefits #AUDC13
  • 38. #AUDC13
  • 39. Welcome Box #AUDC13
  • 40. Easy Personalization• Recognize Member Type• Renewal Reminders• Capture Topic Codes
  • 42. Engagement Pyramid – Charlene Li Curators Producers Commentators Sharers Watchers #AUDC13
  • 43. #AUDC13
  • 44. ATA Sharing (1 month)• 247 Shares• 35 Clicks• 14% Viral Lift• Top Content – Learning – Case Studies – Meeting• Top Share platforms – Email – Facebook – Twitter #AUDC13
  • 46. Why Online Communities Matter • Members join associations because of: – Networking (22%) – Access to specialized/current info (12%) – Advocacy (12%)2012 Association Membership Benchmarking Report,Marketing General #AUDC13
  • 47. Communities Align With Trends• Create Content – Discussion Groups – Libraries – Blogs• Facilitate Sharing – Connections – Networks – Relationships #AUDC13
  • 48. Conversion Points Integrated Feeds #AUDC13
  • 49. Make it Easy • Include with all other social icons • Single Sign-On • Include in all communications – Emails – Publications
  • 50. Future Proof Your WebsiteRESPONSIVE DESIGN
  • 51. Responsive Design• One site – Consistent content management• User experience is based on screen resolution• Device Independent• Restructured Layout #AUDC13
  • 52. A website that responds to the device that accesses it and delivers the appropriate output for it uses responsive design. Rather than designing multiple sites for different-sized devices, this approach designs one site but specifies how it should appear on varied devices. #AUDC13
  • 53. #AUDC13
  • 54. Desktop• Define breakpoints• Prioritize content• Develop #AUDC13
  • 55. Tablet Mobile #AUDC13
  • 56. WRAP UP #AUDC13
  • 57. Top Takeaways• Create good content – Put your users first• Make your content easy to – Publish – Go anywhere your users go – Be found• Expand your website’s footprint – Sharable content – Create user connections #AUDC13
  • 58. Q&AGet more tips at our eBook:10 Things Members Want from Your Association Website #AUDC13
  • 59. Ray van Hilst Director of Client Strategy and Marketing Vanguard Technology Corporation 703.439.1990 @rvanhilst #AUDC13
  • 60. THANK YOU #AUDC13