five trends in membership organisation website development
DESCRIPTION
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.TRANSCRIPT
Five Trends* for the Future of Web Strategies
DEESON MEMBER COMMUNICATIONS
TRADE ASSOCIATION FORUM
* "the future that is already here"
DEESON MEMBER COMMUNICATIONS
TRADE ASSOCIATION FORUM
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
CROSS-POLLINATIONDEESON MEMBER COMMUNICATIONSTRENDS IN WEB STRATEGIES
CLIENT NAME: PROJECT TITLE
CLIENT NAME: PROJECT TITLE
Five Themes / Trends
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
ONE- The Friction Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
Consequences- How does usage change when you shift from ..?
- ... dial-up to broadband? - ... desktop to tablet?
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
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
TWO- The Competition Theme - AKA The Semantic Economy Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
“For most of corporate history, scale provided benefits that went beyond just consolidation of fixed costs and negotiating power, but also included informational advantages...
... Now, however, the scale economy has been replaced by a semantic economy, where information flows freely across once impermeable boundaries of firm and industry."
"Monetise the user, not the channel"
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
... an organisation with a website? OR ... a website with an organisation?
Are you ...
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
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
THREE- The Horizon Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
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
FOUR- The Fridge and Cockpit Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
" ... we assume the harshest conditions technically (outdated browsers, slow connection speeds, etc.) and layer enhancements from there ..."
" ... we can assume interest levels and moods are equally harsh ..."
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
FIVE- The Flying Fortress Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES
http://deeson-mc.co.uk/blog/articles/associations-digital-first
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
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
Simon BostockDigital
Strategy
Emily Turner Dominic DeesonSocial
StrategyPublishing and
Comms Strategy
