5 Keys To Association Website Successin 2015 (and beyond)
Ray van Hilst
Today’s Speakers
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Lori Ely
Director of Client Strategy Vanguard Technology
Director of Marketing Informz
More members (and prospective members) will interact with your website than any other association program
Improvements can increase usability by 47% to 58%
Your website can be what makes a potential new member join…or decide not to
Your website is your association’s most visible association asset
Why this Matters
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Build a Marcomm technology roadmap
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Success Key #1
“IT needs to deliver user-focused (internal & external)
functional systems. Content creators and managers need
to be able to articulate their goals, write effectively, and
focus on the user. If either fails to focus on the user,
success is limited.”
Dave Coriale Delcor Technology Solutions
AMS Single Sign On - Member Roles - Demographics - User Segments
3rd Party Systems - Private Social Communities - Journals - Job Boards - Learning Management
Standard integrations
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
New tools. new techniques. new integrations.
More than SSO through the AMS
Multiple data sources
New portals and tools - Webex - Government Relations - Marketing Automation - Email Publishing
integrated web eco-systems are the new black
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
New tools. new techniques. new integrations.
Think like a
marketing
technologist
Analytics drive action
Automation guides processes
Optimization hones tactics
Listening leads engagement
Targeting defines segments
CRM structures relationships
Technology’s encroachment on marketing
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Leveraging IT for marketing
Marketing is rapidly becoming one of the most technology-dependent functions in business. Gartner has predicted that by 2017, the chief marketing officer will spend more on technology than the chief information officer.
- Harvard Business Review, July 2014
marketing technology
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Follow the money
https://hbr.org/2014/07/the-rise-of-the-chief-marketing-technologist
Understands IT best practices
Understands marketing practices
Thinks natively in the combined domain of marketing & technology
The new marketing technologist
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Engaging left and right brains of your org
Evolving structures
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Practice Center Mktg IT MT
Colocated Mktg IT MT
Scott Brinker, Chief Martec Blog
Evolving organizational structure
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Joint Venture Mktg IT MT
Embedded Mktg IT MT
Scott Brinker, Chief Martec Blog
Many organizations do
not have the capacity
to exploit advanced
digital experience
technologies
Tony Byrne
Breadth, depth, and experience level of digital team
Content richness and breadth for segmentation and personalization
Solid CRM infrastructure for core customer data
Growing into your CMS
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Develop capacity and capabilities
“In order for PCMA to be nimble we needed a CMS that
would allow us to grow and change without having to
reinvent the wheel each time. The key is to look for ways
to take advantage of the software and not overly
customize it to your needs, this will allow you to be
flexible in the future.”
Jason Paganessi Vice President, Business Innovation
Professional Convention Management Association (PCMA)
CMS & Marketing Technology Roadmap
Phase 1 Phase 2
New UI and design skins
Migrate all core content
Responsive design on main site
SSO Among Most Used Systems (AMS,
CMS, Journal and Community)
Migrate publications and content heavy
sections
Migrate sub-sites
Add other sites to SSO (Job Board,
LMS)
Open production, implement basic
workflow
Add Personalization
Customize CMS features (e.g. Event
Calendar)
Implement Marketing
Automation
Expand Production, customize workflow
Faceted and Federated Search
Email Publishing Integration
Mobile App for specific content (e.g.
Event)
Cross train all departments
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Phase 3 Phase 4
It’s time to kick Content Marketing’s Ass
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Success Key #2
Increased Spending by Competitors
The Rise of Content Marketing
Increasing budget for content marketing
58%
92% of marketers plan to use content marketing
Budgets are growing
New roles are being added
- Content Director
- Embedded Journalists
Emerging channels
- Snapchat
- Slideshare
- LinkedIn 5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
http://www.marketingprofs.com/charts/2013/11759/2014-b2b-content-marketing-benchmarks-budgets-and-trends
Industry News
Press Releases
Magazine Articles
Videos
Education
Blogs
Newsletters
New rules
Associations are Content machines
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
PutMember
NeedsFirst
Define Your audiences and their needs
User personas
Generalist
Jim 26 Years Old
General RT in a hospital Early in career
Single, enjoys life outside work
Transaction driven
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Specialist
Susan 34 Years Old
Radiation Therapist Hospital based
Married with two small kids, always on the go
Transaction driven
careerist
Sarah 40 Years Old
Senior Technician with many positions
Engaged at state level Married with two kids
evangelist
Bob 48 Years Old
Operations Manager Service provider
Volunteers with state affiliates and national org
Married with active teenagers
DiabetesEducator.org is the preferred website for diabetes educators to
find resources, education, practice documents, research, and AADE
information that provides day-to-day assistance to educators as they help
people with diabetes to live long, healthy lives and advances educators’
ongoing career goals. Additionally, the site serves as a collaboration and
content hub for diabetes educators to connect and share best practices in
diabetes education.
Sample Web Mission Statement
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
When it comes to the elite field of top-producing
content marketers, associations stand alone
as the ones that do not yet have a content
strategy.
Monica Busolatti
What to publish?
Why publish it?
When do you publish it?
How do you publish it?
How do you promote it?
Elements of Content Strategy
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Elements of Content Strategy
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
User Needs (What’s Desired)
Business Drivers (What’s
important)
Technology (What’s
Possible)
<association name> offers (adjective), (adjective)
content that helps (users) (accomplish goal) and
(accomplish goal) by making (users) feel (adjective),
(adjective) and (adjective), and convincing them to
(take desired action) and (take desired action).
Content strategy generator
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
ASAE Tech 2014: Building Your Own Content Strategy Roadmap – Carrie Hane Dennison
Organizing is what
you do before you do
something, so that
when you do it, it is
not all mixed up.
A.A. Milne
Consistent execution of content and development across all areas of the site
Technical infrastructure is well-architected with well implemented, enterprise-wide tools
Web team is content with day-to-day processes and poised to manage future enhancements
Signs of Successful Governance
Web Governance
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Key components
Web Governance
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Ownership Authority
Standards
Owners & Participants
Web Governance
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Web & IT Teams Marketing,
Communications & Design
Subject Matter Experts
Make everyone
a publisher
“Sitefinity’s simple user interface has allowed our subject
matter experts to easily create content and be more
responsive to our member’s needs. Getting each
department involved and understanding how to manage
content has helped strengthen our site and make the
workflow more manageable.”
Angela Klaves Director of Marketing
Wisconsin Credit Union League
Create Ownership
Assign Responsibility
- Performance Reviews
- RACI Chart
Train and support
Getting Staff Involved
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Potential RACI Chart
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
PM/Editor CEO COO CMO IT Marketing Events
Content Audit R, A C C C I C A
Content Schedule R A C C I R, A R, A
Content Research A I I I I R, A R, A
Content Publishing A I I C I C C
Content Promotion R, A I I C I C C
Metrics and Analysis R, A C C C C C C
Responsible - Those who do the work to achieve the task Accountable - The one that signs off on the work Consulted - Those whose opinions are sought; SMEs Informed - Those who are kept up to date; 1 way communication
Success Key #3
The home page is dead. Every page is a home page
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Google Analytics – Top Landing Pages
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Many users will enter your site through a page OTHER than your homepage
- Search Engine Optimization
- Email Marketing
- Social Sharing
Internal Landing Pages
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Make every page count
Build web
pages for
the modern
user
Users read in F-Shaped Patterns
The more important something is, the bigger it is on the page
Use behavior to engage and convert
Create visual hierarchy
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Make every page findable
Get rid of half the
words on each page,
then get rid of half of
what’s left.
Steve Krug
Keep it short
Brief content improves usability
Increase in usability by cutting words on
the page
58%
Excess words must die
- Happy talk
- Instructions
- Unnecessary adjectives (e.g. that)
Shorter paragraphs
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Nielsen Norman Group - How Users Read on the Web - http://www.nngroup.com/articles/how-users-read-on-the-web/
Yep... You’ve seen this copy before
The following questionnaire is designed to provide us with information that will help us improve the site and make it more relevant to your needs. Please select your answers from the drop-down menus and radio buttons below.
The questionnaire should only take you 2 to 3 minutes to complete. At the bottom of the form you can choose to leave your name, address, and telephone number. If you leave your name and number, you may be contacted in the future to participate in a survey to help us improve the site.
If you have comments or concerns that require a response please contact Customer Service
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Ahh... That’s much better
Please help us improve the site by answering these questions. It should only take you 2-3 minutes to complete the survey.
NOTE: If you have comments or concerns that require a response, don’t use the form. Instead, please contact Customer Service.
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
How much content is just right?
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Headline
Short Summary
Detailed Summary/Abstract
Detailed Content SEO/Email/ Direct Links
Navigation Top of Site
Deep Pages
users have time to
read at most 28% of
the words during an
average visit. 20% is
more likely.
Jakob Nielsen
Embrace heads and sub-heads - Format in Word
Break up content with bullets and lists - Like this one
Use formatting to call out copy - Bold sparingly (but effectively) - Italics
White space between content
Use strategic images
Write and layout web pages (and emails) for scanning
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Make every page findable
"Whenever I find myself growing grim about the mouth;
whenever it is a damp, drizzly November in my soul; whenever I
find myself involuntarily pausing before coffin warehouses, and
bringing up the rear of every funeral I meet; and especially
whenever my hypos get such an upper hand of me, that it
requires a strong moral principle to prevent me from
deliberately stepping into the street, and methodically knocking
people's hats off -- then, I account it high time to get to sea as
soon as I can."
I must go to sea when:
• I'm depressed or melancholy
• I stop in front of coffin warehouses
• I follow funerals
• I have a powerful urge to knock people's hats off
Writing for Readers Who Scan by Kathy Henning
http://www.clickz.com/clickz/column/1716452/writing-readers-who-scan
Every page
must be
optimized
for SEO
Don’t hide content
Meta data counts - Title Tag - Description Tag
Write for Noobs, not Gurus
SEO on Every Page
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Make every page findable
SEO on Every Page
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Make every page findable
SEO For Every Page
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Make every page findable
Have a mobile strategy or get left behind
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Success Key #4
86% of China’s
internet users access
the internet from
their mobile phones
UberGizmo
40% of Emails
are opened from
a mobile device
Informz
The Tao of association Mobile Strategy
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Context
Content
Nurse
In between patients, no
access to computer until
break or only at nurse’s
station
Context and content
Business Exec
In meetings without laptop,
taking notes on a tablet or
netbook computer
Customer service rep
Sitting at desk in a call center
with a desktop computer and
multiple monitors.
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Patient resources,
practice guidelines,
medical references
News and trends,
best practices,
industry research
Best practices,
reference materials,
detailed information
Responsive Design One version for all devices
Co-exists with other mobile strategies
Large download
Choosing a Mobile Strategy
POTO CAPTION
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Mobile App Specialized and optimized task focused experience
Device specific capabilities
Device versioning
Mobile Website Specialized site for specific devices
Lighter code, faster loading
Versioning
Hybrid – HMTL & Wrap Specialized wrap for devices with HTML content
Good layout and styling control
Device versioning
Weigh the Pros and Cons
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
www.vtcus.com/mobile-strategy
Building a mobile roadmap for Associations
Mobile Responsive App
Stop-gap answer if there is no mobile
presence
Long term answer for select content if
it is updated frequently enough
Include in website redesign process
Good for wide range of content
types
Best option for limited
budget
Standalone app for events or products
Good for specific content
Requires commitment and dedicated budget
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Membership is only one goal. Feed the Funnel.
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Success Key #5
More associations rely on Non-Dues Revenue
There is more to Revenue than just dues
Member-centric model is shifting
For profit competitors are offering association type services:
- Doximity
- Nurse.com
The rules of engagement are changing
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
http://www.associationadviser.com/index.php/will-association-earn-non-dues-revenue/
Associations with non-dues revenue
counting for 25% to 50% of total revenue
64%
Dan Pink
The balance has shifted. If you’re the buyer you’ve got as much information as the seller… you’re no longer the only one who needs to be on notice. In a world of information parity, the new guiding principle is caveat venditor – seller beware.
Engage and
convert at
every
level
“Find my resources” is not an action
Engage by Driving Action
We want users to DO something
Give them someplace to go and keep them engaged
Drive users into other content
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Make the ask in your content
Creating Action
For more information about becoming a diabetes educator, download the Career Path Guidebook for Diabetes Educators.
If you found this helpful, share it on Facebook or Twitter
Connect with fellow members on LinkedIn
Stay informed of this and other important policy issues by signing up for our Action Alerts.
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Tap into data and user behavior to engage and convert
Marketing automation strategy
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Learn Evaluate Convert Retain Advocate
Ques%ons What answers my ques%on? How do I find out more?
What do you offer? How do others like me benefit and how do I know it’s working?
How do I join, donate, par%cipate? Why join, donate, par%cipate now?
Is this worth my investment? What’s in it for me? Do I use this?
How can I share this with others like me? How can I spread the word?
Channel Website, blogs, social media, webinars
Email, website, social, events
Email, website, calls Email, website, events, community
Email, website, events, community, Social
Content Reports Webinars Fact sheets Stories Press releases
Company fact + benefit sheets Trials Event invites Stories Cost informa%on
Online forms Mail in purchase Phone number Local office Discounts
Benefit informa%on Reminders + news Exclusives Thank yous Volunteer informa%on
Board, commiTee + volunteer informa%on Member-‐get-‐a –member Call for proposals
Consider how UX and IA can convert
User flow matters
Think “what’s next?” in the experience
Offer conversion points to get them there
Leverage your CMS and other systems
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Tap into data and user behavior to engage and convert
Personalize and nurture
94% of marketers agree “personalization of the web experience is critical to current and future success”
Content Personalization is available mid-market
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
http://www.monetate.com/2013/05/the-tipping-point-for-personalized-website-experiences/
Collect, nurture, convert, engage
Marketing automation opens opportunities
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Develop Personas
Define the Lifecycle
Map Content Automate Campaigns
Measure Effectiveness
Wrapping up
5 Keys to Association Website Success
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
Have a mobile
strategy or get left behind.
The home page is
dead. Every page is a
home page.
Membership is only one goal. Feed the funnel.
Build a Marcomm technology roadmap.
It’s time to kick
Content Marketing’s
ass.
ANY QUESTIONS?
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
We’re socıal
Get in touch
703.439.1990
twıtter/vanguardtech
twıtter/rvanhilst
www.vtcus.com
5 K e y s t o A s s o c i a t i o n W e b s i t e S u c c e s s V a n g u a r d T e c h n o l o g y
888.371.1842 x5
twıtter/informz
www.informz.com
Thank you