I presented this to the Association of Chamber of Commerce Executives. They were a great crowd and I loved talking trends in websites, social media, analytics, and more with them!

1. 2013 TRENDS IN
ASSOCIATION TECH
ACCE 2013 | Caitlin Kaluza | @qcait
Schipul The Web Marketing Company
Photo: instagram.com/dvf

3. 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/

4. 1. MOBILE TRENDS

5. 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

6. Tablet Stats

7. MOBILE OPTIONS
Separate Site/Pages Responsive Designvs.
m.ymcahouston.org cmhouston.org

8. 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

9. WHAT ABOUT MOBILE APPS?
• Consider the
Use Case
• Remember:
Apps are
Device-Specific

10. 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

11. Mobile Stats

12. Usage Stats

13. 2013 Mobile Benchmarks
for our Association clients
2012 Q1 Mobile Traffic: 8%
2013 Q1 Mobile Traffic: 12%
50% Increase Year over Year

14. 2. CONTENT
TRENDS
Photo Credit: flickr.com/photos/ekilby/5611541203/

15. Trend:
VISUAL,
VISUAL,
VISUAL

16. • Visual!
• Easy to Share
• 17% of all social
media driven
ecommerce

17. WHY?
Photo Credit: flickr.com/photos/fdctsevilla/3968090665

18. Infographics
google.com/trends

19. Tip: Integrate
Visuals into
content you’re
already posting

20. Tip: Show
Off Your
Members

21. TOOLS FOR VISUAL CONTENT
madewithover.com
Resources for making infographics:
http://bit.ly/infographictips
http://bit.ly/infographictips2

22. Trend:
INBOUND
MARKETING

23. SEARCH ENGINE
OPTIMIZATION
Photo Credit flickr.com/photos/josefstuefer/9500503

24. How a Search Engine Works

26. Search Engines are Deaf and Blind

28. SEO =
Write great content
+
Use targeted keywords where
they make sense

29. The #1 thing you can
do to improve SEO is
add new relevant
content regularly

30. New Rules: Penguin and Panda
Penalize Low Quality Content Penalize Over-Optimization

31. Analytics Benchmark
60-75% of
Traffic should
come from
organic search

32. NYT Survey: 68% of people said they
“Share to give people a better
sense of who they are and
what they care about.”

33. Creating Shareable Content
•Show who benefits and
the impact
•Showcase your people -
staff & volunteers
•Cover Events
•Stats & Education
•Think Real Time
•Say “THANK YOU!”

34. Think Shareable
•Top 10 Ways to...
•Hot Topics/In the News
•Infographics
•How to/FAQs
•Tag People
•Local Content
•Revisit/Update Popular
Content

35. 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

36. 3. TRENDS IN
RECRUITING/
RETAINING
MEMBERSHIP

37. Let’s Talk Advertising
Trend: Extremely Targeted Ads

38. 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

39. • Target based on
personal interests
• 3 Types:
• Boost post
• Sponsored
Story
• Paid ad
• Average CTR is
low (~0.05%)

40. • 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

41. Tip: Lower the
Barrier to Entry
60%
40%
Job Board
Pageviews
All Other
Pageviews

42. Tip: Meet People
Where They Are

43. 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%

44. 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

45. Organizations who incorporate social
media into fundraising campaigns
generate
10xmore
money
Source: 2012 Digital Giving Index

46. 4. TRENDS IN SOCIAL MEDIA

47. Trend:
VISUAL,
VISUAL,
VISUAL

48. FIND YOUR AUDIENCE
http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/

49. 1. It is owned by
Google
2. Google Places
become Google
Plus Local Pages
3. Search Plus rolls
out
WHY YOU SHOULD CARE

50. • Lifestyle
• Curated Content - 80%
are repins
• Inspiration/Aspiration
• Demographic: College
Educated Women

51. Monitoring Tool: Pinalerts

52. • 12% of web users
• Demographics:
• Age 18 - 29
• Even Men/Women
• College-Educated
• Now with video!

53. • 6 Second
“Animated GIF”
Style Videos
• Early Adopters
• Introduced by Twitter in February 2013

54. • “YouTube for
Presentations”
• Share webinars, public
speaking, documents
• Embed YouTube videos
• Business-Oriented
content

55. TIPS FOR EXPLORING NEW NETWORKS
• Listen first
• Snag your name
• Monitor the Demographics
• Consider your previous commitments

56. NEW FOR 2013
Universal #hashtags

57. 5. TRENDS IN
ANALYTICS

58. REAL TIME DATA

59. SOCIAL VALUE TRACKING

60. A/B Testing with Google Analytics Content Experiments
A Bvs.

61. Social Media Tracking Tools
Tip: Add + on the end of
any bit.ly URL to see stats

62. Heat Map Tools with
CrazyEgg.com

63. 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/

64. QUESTIONS?
CAITLIN KALUZA
Marketing Manager
@qcait | qcait.com
schipul.com
blog.schipul.com
@schipul