Creating a member centered online experience final
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Transcript of Creating a member centered online experience final
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Wednesday, December 5, 2012 2:30 - 3:45 p.m.
Hub Tag: #tech12 LH3A m y H i s s r i c h , V P , We b s i t e I n i t i a t i v e s , A S A EPe t e r H u t c h i n s , V P , S t r a t e g i c I n i t i a t i v e s , A m e r i c a n Fo re s t s
Creating a Member-Centered Online
Experience
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• Goals and objectives- know what your organization is looking for and how you’ll measure success.
• Examples: Recruitment, retention, registrations, donations, serving as leaders in the field, engaging, etc.
As Always--A Strong Foundation
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• How do you know what your audience is looking for from their experience?–Member needs assessment– Search reports– Focus groups– Other?
A Member Centric Experience…
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• What does it mean to be member/customer centric?
• Reach your audience where they are—on the social networks they use, on the devices they use, when they’re using them, in ways that are relevant and useful to them.
A Member Centric Experience…
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How does content relate to a good experience?
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Convenient
• Where and when your audience is…general norms:
Monday between 1-3pm
The half-life of a link posted to Twitter is about 2.8 hours, according to bit.ly.
Wednesday at 3:00 p.m.
Twitter and Facebook, during the week and during the dayhttp://blog.bitly.com/post/22663850994/time-is-on-your-side
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Convenient• Formatted to your audience’s devices
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Convenient• Which platforms?
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Convenient• Apps versus mobile web?
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Convenient• Apps versus mobile web?
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Convenient• Books is the #1 thing that people intend to
buy online in the near future, reaching 44% of online shopping
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Convenient• Apps versus mobile web?
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Convenient in 2012
• Social networks and blogs will continue to dominate American’s time online. Nearly a quarter of total time spent online would be in social networks such as Twitter or Facebook.
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Convenient
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Attractive
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Attractive• 42% of all Tumblr posts are photos.
• On YouTube, 100 million users are taking a social action on videos every week.
• Photo and video posts on Pinterest are referring more traffic than Twitter, StumbleUpon, LinkedIn, and Google+.
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Attractive
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Attractive• We have entered the age of the visual web:
“Blog posts became Facebook updates and Tumblr posts, which shrunk to Tweets and finally to Instagram or Pinterest… Smart brands are navigating the new visual social-media era.” –Fast Company
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Attractive
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Attractive
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Attractive
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Relevant
• Covers the topics your audience wants– Search data, contact logs, surveys,
trends
• Is it in the format your audience is using–Mobile, social, curated, aggregated
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RelevantSearching in 2012
Bing estimates there are more than 1 trillion
pages of content on the internet
4 billion searches every day175 Million searches every hour2.9 searches every minute
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Relevant
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Relevant
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• By 2013 90% of internet traffic will be video
• 60% of people will watch video before reading text on the same webpage
• Video is 53 times more likely to drive a 1st page result than traditional SEO
Relevant
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Emotional
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Emotional on Facebook
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Emotional on Facebook
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Examples
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Examples
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Attractive
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Examples
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Examples
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Examples
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Content Strategyhttp://blog.braintraffic.com/2011/03/brain_traffic_lands_quad/
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• Create a content calendar–Who, What, Where, and When
• Who owns the content strategy?• How will you tell visual stories?• How long does content live?• Is there a governance team?
Content Strategy
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Measuring Success
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Measuring Success
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Measuring Success
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Measuring Success
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Measuring Success
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• Amy HissrichVP, Website InitiativesASAE@ahissrich
• Peter HutchinsVP, Strategic InitiativesAmerican Forests@PeterHutchins
Contact Info