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

• 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

• 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…

• 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…

How does content relate to a good experience?

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

Convenient• Formatted to your audience’s devices

Convenient• Which platforms?

Convenient• Apps versus mobile web?

Convenient• Apps versus mobile web?

Convenient• Books is the #1 thing that people intend to

buy online in the near future, reaching 44% of online shopping

Convenient• Apps versus mobile web?

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.

Convenient

Attractive

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+.

Attractive

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

Attractive

Attractive

Attractive

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

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

Relevant

Relevant

• 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

Emotional

Emotional on Facebook

Emotional on Facebook

Examples

Examples

Attractive

Examples

Examples

Examples

Content Strategyhttp://blog.braintraffic.com/2011/03/brain_traffic_lands_quad/

• 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

Measuring Success

Measuring Success

Measuring Success

Measuring Success

Measuring Success

• Amy HissrichVP, Website InitiativesASAE@ahissrich

• Peter HutchinsVP, Strategic InitiativesAmerican Forests@PeterHutchins

Contact Info