Presente

1. The Dirty Little Secrets Why Your
Website Isn’t Delivering Value
The Business of Association Publishing
Association Media & Publishing
November, 3, 2011

2. Who We Are
Amy Peebles
– Amy Peebles is the Director of Strategy and Programs at
the American Bar Association
Frederick L. Faulkner IV
– Fred Faulkner is the Principal at AIE Digital, LLC, a digital
marketing and web consultancy focusing on associations and
small to mid-sized busineses.

3. The Dirty Little Secrets

4. Association Challenges

5. You Have a Lack of
Urgency

6. • Overhaul the governance model and committee operations
Governance
• Empower the CEO and enhance staff expertise
Staff
• Rigorously define the member market
Membership
• Rationalize Programs & Services
Value
• Build a robust technology framework
Technology
Race for Relevance: 5 Radical
Changes for Associations

7. Your PEOPLE are the
problem, not the
TECHNOLOGY.

8. Silos Skills Accountability
Inter- Project
Management Who Owns the
department
Decisions?
Projects
Communications
Who
Internal Politics Business Implements the
Analysis Decisions?

9. You Don’t Understand
Your Audience &
Their Needs

10. Checkbook
Member
Passive
Member
Engaged
Member
Member
Leader

11. You Don’t
Understand the
Ecosystem

12. Visitors /
Members
Search Websites Social
Email Offline Ads
Engines & Blogs Media
Website /
Content

13. You Lack Integration
Across Your
Communication
Channels Both From a
Technical and Strategic
Perspective

14. Communications
Editorial
Technology
Message Member
AMS / CRM
Social Media / Email /
Web

16. Take Back the Web
• Define Who Owns the Website
– Roles to define:
• Website Layout and Design
• Advertising
• Content
– Homepage
– Landing Pages
– Navigation & Architecture
• Back-end Management
• Features & Functionality

17. Take Back the Web
• Know Who Needs Training
• Define Member Involvement & Oversight

18. Association Strategy
• What Role Does the Website Play?
• Build a Specific Website Strategy
– Keep all digital and non-digital channels in mind
– Define metrics to measure against
• Strategy needs to evolve and change as your
organization changes

19. Strategic Pillars
Digital Strategy
Distribution Content Engagement Analytics

20. Publishing Strategy
• Does Your Current Workflow Need to Change?
– Inbound content / content creation
– Content editing
– Systems that are used for editing
– Distribution (offline, online, store)
– Rights & Permissions

21. Redefine the Value Proposition
• What is your competitive advantage?
• Why should people seek information from
your site?
• Are you engaging members and prospective
members?
• Are you still considered the authoritative
source on your subject matter?

22. Inbound Marketing
• Find ways to convert traffic to your site to
members and/or customers
• Define some tactical conversion funnels into
your website
• Track metrics and modify as necessary

23. Thank You