Guilty by Associations - Five Mistakes Associations Make While Developing Their Digital Strategy

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Membership Engagement today begins and ends with an Association’s website. The Internet, more than any other medium, offers an extraordinary opportunity to increase membership and foster the existing community to improve retention rates. However, many Associations struggle to develop a digital strategy that properly employs the latest resources to enhance the value of their web presence.

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  • Thank you for taking the time to meet with me today. This is a brief presentation to gives you a short update on what’s happening at Bridgeline Digital. This deck has about a dozen slides and shouldn’t take more then 10-12 minutes; then I am anxious to discuss your web based initiatives and requirements for 2013.
  • Things are really happening at Bridgeline and that success is from being 100% customer focused. We are a customer first organization that now has over 1000 quality customers. Approximately 72% of our annual revenues are derived from repeat business; this is a testament to the quality solutions we deliver.

    And we’ve just completed another record revenue year while in 2012, Bridgeline was recognized by Deloitte as one of the Fastest 500 growing companies in America. In addition, iAPPS enjoys an impressive 94% retention rate.

    To add to that momentum, in June of 2012, Bridgeline announced that UPS Logistics exclusively selected iAPPS as the web content management and ecommerce solution for their customers.

    Today, we have over 230 passionate employees in 11 offices globally.
  • At the core of the solutions we develop for our customers is the iAPPS Platform. When you think about successfully driving most digital engagement solutions, the four primary software requirements are Content Management, eCommerce, eMarketing, and Web Analytics. This is at the heart of why we developed the deeply integrated iAPPS Platform.

    We develop customized web stores, mission critical web sites, or intranets around the iAPPS platform. Our teams of Microsoft Gold developers are experts in developing web applications tailored to your needs. We provide award winning digital strategies, user centered designs, information architecture, search engine optimization, and social media strategies - providing our customers with powerful end-to-end solutions.

    Customers such as UPS, Novartis, and L’Oreal would tell you that we help them increase their revenues, maximize their customers loyalty, maximize their marketing ROI, and reduce their back end admin cost.
  • As mentioned earlier, Bridgeline has over 1000 quality customers. Many of Customers are some of the most recognized brands in the world.

    We have developed hundreds of Mission Critical Websites or eCommerce web stores with complex content management and eCommerce requirements. What does this mean to you? It means that we can bring this experience, depth, and successful track record to your organization.
  • As mentioned earlier, Bridgeline has over 1000 quality customers. Many of Customers are some of the most recognized brands in the world.

    We have developed hundreds of Mission Critical Websites or eCommerce web stores with complex content management and eCommerce requirements. What does this mean to you? It means that we can bring this experience, depth, and successful track record to your organization.
  • Think of all the sites that had to be redesigned when 800x600 desktop monitors became outdated.
    Using a single URL for a piece of content makes it easier for your users to interact with, share, and link to your content, and a single URL for the content helps Google’s algorithms assign the indexing properties for the content.
    which reduces loading time. Also, user agent-based redirection is error-prone and can degrade your site’s user experience.

  • Guilty by Associations - Five Mistakes Associations Make While Developing Their Digital Strategy

    1. 1. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 1 April 30, 2013
    2. 2. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 2 Speakers Brian Bolton Sr. VP, Marketing Bridgeline Digital Tom McGourty Sr. VP, Bus. Development Bridgeline Digital Tobin Conley Sr. Consultant, Technology Mgmt. DelCor
    3. 3. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 3 Presentation Outline Who is Bridgeline • About Bridgeline Digital • How We Build Customer Success • Thousands of Customers Rely on Bridgeline & iAPPS • Membership Relationship Management Mistakes • #1: AMS-CMS Integration • #2: Ignoring Mobile in Your Digital Strategy • #3: Discounting the Importance of an Effective SEO Strategy • #4: Collecting BIG DATA but not taking action on the results • #5: Having a social media plan that lacks a clear vision DelCor • About DelCor • The IT Maturity Model Framework • Shifting the Focus of IT in Your Association • Looking at ‘The Big Picture’ • Striving for Strategic or Innovative Use of Technology Conclusion and Q&A • What’s on Your Mind? • Thank You
    4. 4. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 4 Presentation Outline Who is Bridgeline • About Bridgeline Digital • How We Build Customer Success • Thousands of Customers Rely on Bridgeline & iAPPS • Membership Relationship Management Mistakes • #1: AMS-CMS Integration • #2: Ignoring Mobile in Your Digital Strategy • #3: Discounting the Importance of an Effective SEO Strategy • #4: Collecting BIG DATA but not taking action on the results • #5: Having a social media plan that lacks a clear vision DelCor • About DelCor • The IT Maturity Model Framework • Shifting the Focus of IT in Your Association • Looking at ‘The Big Picture’ • Striving for Strategic or Innovative Use of Technology Conclusion and Q&A • What’s on Your Mind?
    5. 5. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 5 Bridgeline continues to drive record results as an organization and improve how we make our customers successful. About Bridgeline Digital Over 1,000 quality customers » iAPPS powers over 5,000 websites and online stores » iAPPS enjoys an impressive 95% retention rate Record Setting FY 2012 » Deloitte recognized Bridgeline as one of the Fastest 500 growing technology companies in America » Record revenues and record iAPPS licenses UPS Logistics selected iAPPS as their exclusive Web Content Management and eCommerce solution Over 210 passionate employees in 11 Global offices Brian Bolton Sr. VP, Marketing Bridgeline Digital
    6. 6. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 6 How We Build Customer Success We help our customers achieve their key initiatives by leveraging web technologies
    7. 7. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 7 Thousands of Customers Rely on Bridgeline & iAPPS
    8. 8. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 8 Thousands of Customers Rely on Bridgeline & iAPPS
    9. 9. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 9 Membership Relationship Management • Individual membership organizations Average Renewal Rate was 78% • Average Renewal Rate for trade or organizational memberships was 85%. • The Average first year member renewal rate for individual membership organizations was 67% • Average first year renewal rate for trade or organizational memberships was 75%. Findings from the 2012 Membership Marketing Benchmarking Report:
    10. 10. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 10 Presentation Outline Who is Bridgeline • About Bridgeline Digital • How We Build Customer Success • Thousands of Customers Rely on Bridgeline & iAPPS • Membership Relationship Management Mistakes • #1: AMS-CMS Integration • #2: Ignoring Mobile in Your Digital Strategy • #3: Discounting the Importance of an Effective SEO Strategy • #4: Collecting BIG DATA but not taking action on the results • #5: Having a social media plan that lacks a clear vision DelCor • About DelCor • The IT Maturity Model Framework • Shifting the Focus of IT in Your Association • Looking at ‘The Big Picture’ • Striving for Strategic or Innovative Use of Technology Conclusion and Q&A • What’s on Your Mind?
    11. 11. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 11 Tom McGourty Sr. VP, Bus. Development Bridgeline Digital
    12. 12. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 12 Mistake #1: AMS-CMS Integration What is Association Management Software? A system that provides Associations with basic database features to run its operations, such as member services, dues, event management, and fundraising. • Critical software for Associations to properly harness and develop a Digital Marketing strategy. • Lehman Associates annual industry study report, entitled "Association Management Software Use and Satisfaction, found associations entered into an AMS purchase process every 4-5 years. Tom McGourty Sr. VP, Bus. Development Bridgeline Digital
    13. 13. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 13 Mistake #1: AMS-CMS Integration AMS Purchasing Habits - Wes Trochlil, President of Effective Database Management “ ” If you are struggling with your current technology and have not acquired new software or upgraded in the past three years, you need to do that now. Given how inexpensive some off-the-shelf Software as a Service [Saas] products are, it's malpractice to continue to suffer with an absurdly out-of-date or homegrown system. • According to a survey conducted by the American Society of Association Executives (ASAE), 24% of organizations implemented their AMS over a decade ago. • Meanwhile, 4 out of 10 organizations are shopping for a new AMS. 10 YEARS
    14. 14. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 14 Mistake #1: AMS-CMS Integration Finding An AMS That Works For Your Organization • According to Lehman Associates annual report, over 90% of respondents say Member Relationship Management (MRM) SHOULD be part of their Association Management System (AMS). • Majority of associations are satisfied with the degree to which their current solution provides MRM capabilities. Still, over 40% remain less than fully satisfied. MRM Consideration
    15. 15. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 15 Mistake #1: AMS-CMS Integration What is a Content Management System? At its core, the function of content management systems is to present information on websites, using a central interface to publish, edit, and modify content. CMS features vary widely from system to system.
    16. 16. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 16 Mistake #1: AMS-CMS Integration Choosing the Right CMS “ ”– Jeanne L. Allert and David Gammel, ASAE.org, “The World Wide Wreck” Ask for client references, particularly from organizations similar to yours. What additional services might you want from the provider (e.g., installation, maintenance, user support)? How well do you understand the vendor's methodology for getting your CMS up and running? Does the vendor have experience with associations and their unique requirements?
    17. 17. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 17 Mistake #1: AMS-CMS Integration The Importance of Your Association’s Website The 2012 Membership Marketing Benchmarking Report surveyed nearly 700 Association Executives. According to the study, an Association’s Email Campaigns and Website drive brand awareness.
    18. 18. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 18 Mistake #1: AMS-CMS Integration The Importance of Your Association’s Website Behind word-of-mouth, executives cited their Association’s Website and Email Marketing efforts as primary recruitment methods.
    19. 19. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 19 Social Media Mobile Services Enhanced Capabilities for Email Marketing Communications Meeting Management and Registration E-Learning Mistake #1: AMS-CMS Integration AMS-CMS Synergy Areas of Third-Party Engagement Tools Cited: - Lehman Associates “ ” Some AMS providers are building social and CMS-type functionality into their products. While [AMS systems] do have a potential advantage of automatic integration with the other functions of the AMS, surprisingly, some are not well integrated within the vendors AMS platform. Associations initiate the process to upgrade or replace their current membership management solution for a variety of reasons, but the reason most frequently cited is to gain greater integration capabilities with other applications that enable them to engage, deliver value and transact with members online.
    20. 20. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 20
    21. 21. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 21 Mistake #2: Ignoring Mobile In Your Digital Strategy Welcome to the Mobile Revolution According to Business Insider, manufacturers shipped 685.6 million smart phones worldwide in 2012 - 45% increase over 2011. Gartner predicts 1.2 billion smart devices will be sold in 2013, up 50% from 2012.
    22. 22. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 22 Mistake #2: Ignoring Mobile In Your Digital Strategy Accessibility is King A study conducted by Morgan Stanley found that 91% of all smartphone users have their phones within an arm’s reach 24 hours a day, 7 days a week. Surf’s Up: Mobile Internet Use On the Rise According to a study from the Pew Internet & American Life Project: • 31% of American adults who have cell phones use their phones for the majority of their Internet access. • Additionally, among American adults in the 18-29 demographic who use the Internet on their phones, 45% primarily use the mobile web.
    23. 23. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 23 Mistake #2: Ignoring Mobile In Your Digital Strategy Make Mobile Work For You, Not Against You Brand Awareness: Visitors don’t hope you have a mobile friendly website, they expect it. In the study entitled, “What Users Want Most From Mobile Sites Today,” Google found 72% of consumers expect brands to have a mobile-friendly website. Google reported that 55% of respondents said a frustrating mobile experience hurts their opinion of a brand.
    24. 24. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 24 Mistake #2: Ignoring Mobile In Your Digital Strategy The Solution is Responsive Design What is Responsive Design? A mobile-friendly design approach which enables websites to detect the size of a visitor’s viewing screen and trigger content to automatically adjust to fit the screen accordingly.
    25. 25. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 25 Mistake #2: Ignoring Mobile In Your Digital Strategy The Solution is Responsive Design Benefits to Responsive Design  Future proofs organization’s website for new smart devices that haven’t reached the marketplace yet  Google recommends Responsive Design  No redirection is needed for users to get to the device-optimized view
    26. 26. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 26
    27. 27. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 27 Mistake #3: Discounting the Importance of an Effective SEO Strategy What is Search Engine Optimization? The process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results The Importance of Leveraging SEO Tactics 1. 93% of online experiences begin with a search engine 2. 82.6% of internet users use search 3. 70% of the links search users click on are organic 4. 70-80% of users ignore the paid ads 5. 75% of users never scroll past the first page of search results
    28. 28. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 28 Mistake #3: Discounting the Importance of an Effective SEO Strategy Common SEO Mistakes You Can Control Search Engine Optimization is a technical process by nature, but it starts with producing content that is engaging and interactive. 3 common mistakes digital content creators can easily avoid to remedy poor Search Rank 1. Failure to research keywords or use proper industry-specific vocabulary 2. Inconsistent content publication 3. Lack of patience
    29. 29. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 29 Mistake #3: Discounting the Importance of an Effective SEO Strategy Leaving the Rest to the Experts Content Management Systems and SEO Staying ahead of the SEO game is a constant battle. It starts with the Content Management System powering your Association’s website. CMS are great vehicles for non-technical users to update their website. It is imperative to select a CMS that practices cutting-edge SEO tactics.
    30. 30. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 30 Mistake #3: Discounting the Importance of an Effective SEO Strategy 2 Examples of Built-In CMS SEO Functions Auto 301-redirects: • A 301 redirect is the correct way to redirect a page from one URL to another. • Search engines will transfer all SEO credit to the redirected page. Sitemap.xml auto-generation: • Search engines use a standardized method for allowing site administrators to notify them of new pages to “crawl”. This an XML file usually referred to as a sitemap.xml file. • Recommended practice as it allows search engines to do so in a more intelligent manner. Professional Consultative Services: Organizations can also look toward hiring third-party SEO Consultants. These professionals stay up to date with how search engines rank websites, perform site audits to improve web visibility and implement effective SEO strategies.
    31. 31. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 31
    32. 32. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 32 Mistake #4: Collecting BIG DATA but not taking action on the results What Is Big Data? Big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. Challenges of Big Data • Capture • Curation • Storage • Search • Sharing • Analysis According to IBM, 90% of the data in the world today was created in the last 2 years alone.
    33. 33. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 33 Mistake #4: Collecting BIG DATA but not taking action on the results Big Data Is Buried By Associations According to a survey conducted at the American Society of Association Executives (ASAE) Technology Conference: • 63% of Chief Information Officers (CIOs) responded that their organization is not doing anything with BIG DATA • 73% rated Big Data as the most important tool for Associations going forward
    34. 34. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 34 Mistake #4: Collecting BIG DATA but not taking action on the results Big Data In Motion Real life Case Studies • NASCAR uses big data to better engage with fans • Ford uses big data to run more smoothly • Sears uses big data to get a handle on price elasticity • President Obama’s campaign used big data to rally individual voters
    35. 35. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 35 Mistake #4: Collecting BIG DATA but not taking action on the results Investment in big data • 68% of marketers said they expect their data-related expenditures to increase in 2013. [Source: Infogroup Targeting Solutions & Yesmail Interactive, January 2013] • 56% plan on hiring new employees to handle data collection or analysis [Source: Infogroup Targeting Solutions & Yesmail Interactive, January 2013] • 85% of Fortune 1000 companies have big data initiatives planned or in progress. [Source: NewVantage Partners, December 2012] • Gartner expects big data to drive $34bn in IT spending in 2013. [Source: Gartner, October 2012]
    36. 36. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 36 Mistake #4: Collecting BIG DATA but not taking action on the results Big Data Adoption Most organizations are currently in the early stages of big data development efforts, with the majority focused either on understanding the concepts (24%) or defining a roadmap related to big data (47%). [Source: IBM, October 2012] [Statistics Courtesy of Econsultancy report, “Big Data Trends Briefing”]
    37. 37. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 37 Mistake #4: Collecting BIG DATA but not taking action on the results Using Big Data In Your Association Strategy Of the Associations that are using data, 77% say they gather data from 6 or more sources. 17% have 20+ separate data sources. Big Data can be used to gain insights into what is working and what isn’t working in your association, ultimately helping pinpoint what current – and prospective – members value.
    38. 38. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 38
    39. 39. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 39 Mistake #5: Having a social media plan that lacks a clear vision Get Social, Join the Conversation • Social Media Sites Now Reach 82% of World’s Population • Time spent on social sites has tripled over past few years • Not just young people • Users 55+ represent fastest growing segment in social networking usage • 94.7% of online users 55+ use social media (Source comscore)
    40. 40. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 40 Mistake #5: Having a social media plan that lacks a clear vision Social Media & Associations – Roy Snell, CEO of the Health Care Compliance Association and the Society of Corporate Compliance & Ethics. “ ”Snell’s Theory: A decade ago, only about 10 percent of members' contact with a typical association was online. Today, Snell says, the proportion may be more like 50 percent magazines and meetings, 50 percent web and, increasingly, social media. In the decade to come, 90 percent of members' contacts may be online. Members' interconnectivity is going to continue to go up exponentially, and the organization that makes the most of that will win the day. Between social media, the web, and our AMS, we have to provide the best possible experience for those in our profession who want to connect.
    41. 41. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 41 Mistake #5: Having a social media plan that lacks a clear vision Focus on Return On Engagement, Not Return on Investment Key Associations Use: • Social Discovery • Social Member Relationship Management • Listen to the ongoing conversation
    42. 42. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 42 Presentation Outline Who is Bridgeline • About Bridgeline Digital • How We Build Customer Success • Thousands of Customers Rely on Bridgeline & iAPPS • Membership Relationship Management Mistakes • #1: AMS-CMS Integration • #2: Ignoring Mobile in Your Digital Strategy • #3: Discounting the Importance of an Effective SEO Strategy • #4: Collecting BIG DATA but not taking action on the results • #5: Having a social media plan that lacks a clear vision DelCor • About DelCor • The IT Maturity Model Framework • Shifting the Focus of IT in Your Association • Looking at ‘The Big Picture’ • Striving for Strategic or Innovative Use of Technology Conclusion and Q&A • What’s on Your Mind?
    43. 43. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 43 • Independent technology management consulting • Experience/expertise applied to your unique requirements and culture • Former association executives • Almost 30 years of helping associations make the most of their IT investment About DelCor Technology Solutions Tobin Conley Sr. Consultant, Technology Mgmt. DelCor
    44. 44. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 44 The IT Maturity Model Framework
    45. 45. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 45 Ways to improve your Association:  Moving from an inward-looking approach to one focused on member satisfaction and engagement  Viewing the world from a member perspective  Creating value that fulfills your mission and vision Shifting the Focus of IT in Your Association
    46. 46. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 46 Understanding how to ‘connect the dots’ so that technology works in harmony • Decision-making criteria • Success metrics Key roles in any technology initiative: • Business Analyst • Project Manager Looking at ‘The BIG Picture’
    47. 47. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 47 Plan for Success  AMS/CMS: Integrate to personalize  Mobile: Bring content where users are  SEO: Make your info ‘findable’  Big Data: Ask the right questions  Social Media: Tap the power of digital networking Striving for Strategic or Innovative Use of Technology
    48. 48. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 48 Presentation Outline Who is Bridgeline • About Bridgeline Digital • How We Build Customer Success • Thousands of Customers Rely on Bridgeline & iAPPS • Membership Relationship Management Mistakes • #1: AMS-CMS Integration • #2: Ignoring Mobile in Your Digital Strategy • #3: Discounting the Importance of an Effective SEO Strategy • #4: Collecting BIG DATA but not taking action on the results • #5: Having a social media plan that lacks a clear vision DelCor • About DelCor • The IT Maturity Model Framework • Shifting the Focus of IT in Your Association • Looking at ‘The Big Picture’ • Striving for Strategic or Innovative Use of Technology Conclusion and Q&A • What’s on Your Mind?
    49. 49. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 49 Questions? Issues? Comments? What’s on Your Mind?
    50. 50. © 2013 Bridgeline Digital, Inc. The Digital Engagement Company 50 Thank You Brian Bolton Sr. VP, Marketing Bridgeline Digital Tom McGourty Sr. VP, Bus. Development Bridgeline Digital Tobin Conley Sr. Consultant, Technology Mgmt. DelCor

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