Membership Engagement today begins and ends with an Association’s website. The Internet, more than any other medium, offers an extraordinary opportunity to increase membership and foster the existing community to improve retention rates. However, many Associations struggle to develop a digital strategy that properly employs the latest resources to enhance the value of their web presence.

1. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 1
April 30, 2013

2. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 2
Speakers
Brian Bolton
Sr. VP, Marketing
Bridgeline Digital
Tom McGourty
Sr. VP, Bus. Development
Bridgeline Digital
Tobin Conley
Sr. Consultant,
Technology Mgmt.
DelCor

3. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 3
Presentation Outline
Who is Bridgeline
• About Bridgeline
Digital
• How We Build
Customer Success
• Thousands of
Customers Rely on
Bridgeline & iAPPS
• Membership
Relationship
Management
Mistakes
• #1: AMS-CMS
Integration
• #2: Ignoring Mobile
in Your Digital
Strategy
• #3: Discounting the
Importance of an
Effective SEO
Strategy
• #4: Collecting BIG
DATA but not taking
action on the results
• #5: Having a social
media plan that
lacks a clear vision
DelCor
• About DelCor
• The IT Maturity
Model Framework
• Shifting the Focus of IT
in Your Association
• Looking at ‘The Big
Picture’
• Striving for Strategic or
Innovative Use of
Technology
Conclusion and Q&A
• What’s on Your Mind?
• Thank You

4. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 4
Presentation Outline
Who is Bridgeline
• About Bridgeline
Digital
• How We Build
Customer Success
• Thousands of
Customers Rely on
Bridgeline & iAPPS
• Membership
Relationship
Management
Mistakes
• #1: AMS-CMS
Integration
• #2: Ignoring Mobile
in Your Digital
Strategy
• #3: Discounting the
Importance of an
Effective SEO
Strategy
• #4: Collecting BIG
DATA but not taking
action on the results
• #5: Having a social
media plan that
lacks a clear vision
DelCor
• About DelCor
• The IT Maturity
Model Framework
• Shifting the Focus of IT
in Your Association
• Looking at ‘The Big
Picture’
• Striving for Strategic or
Innovative Use of
Technology
Conclusion and Q&A
• What’s on Your Mind?

5. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 5
Bridgeline continues to drive record results as an
organization and improve how we make our customers successful.
About Bridgeline Digital
Over 1,000 quality customers
» iAPPS powers over 5,000 websites and online stores
» iAPPS enjoys an impressive 95% retention rate
Record Setting FY 2012
» Deloitte recognized Bridgeline as one of the Fastest 500
growing technology companies in America
» Record revenues and record iAPPS licenses
UPS Logistics selected iAPPS as their exclusive Web
Content Management and eCommerce solution
Over 210 passionate employees in 11 Global offices
Brian Bolton
Sr. VP, Marketing
Bridgeline Digital

6. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 6
How We Build Customer Success
We help our customers achieve their key initiatives
by leveraging web technologies

7. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 7
Thousands of Customers Rely on Bridgeline & iAPPS

8. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 8
Thousands of Customers Rely on Bridgeline & iAPPS

9. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 9
Membership Relationship Management
• Individual membership organizations
Average Renewal Rate was 78%
• Average Renewal Rate for trade or
organizational memberships was 85%.
• The Average first year member renewal
rate for individual membership
organizations was 67%
• Average first year renewal rate for trade
or organizational memberships was 75%.
Findings from the 2012 Membership Marketing
Benchmarking Report:

10. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 10
Presentation Outline
Who is Bridgeline
• About Bridgeline
Digital
• How We Build
Customer Success
• Thousands of
Customers Rely on
Bridgeline & iAPPS
• Membership
Relationship
Management
Mistakes
• #1: AMS-CMS
Integration
• #2: Ignoring Mobile
in Your Digital
Strategy
• #3: Discounting the
Importance of an
Effective SEO
Strategy
• #4: Collecting BIG
DATA but not taking
action on the results
• #5: Having a social
media plan that
lacks a clear vision
DelCor
• About DelCor
• The IT Maturity
Model Framework
• Shifting the Focus of IT
in Your Association
• Looking at ‘The Big
Picture’
• Striving for Strategic or
Innovative Use of
Technology
Conclusion and Q&A
• What’s on Your Mind?

11. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 11
Tom McGourty
Sr. VP, Bus.
Development
Bridgeline Digital

12. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 12
Mistake #1: AMS-CMS Integration
What is Association Management Software?
A system that provides Associations with basic database features to run its operations, such as member
services, dues, event management, and fundraising.
• Critical software for Associations to properly harness and develop a Digital Marketing strategy.
• Lehman Associates annual industry study report, entitled "Association Management Software Use and
Satisfaction, found associations entered into an AMS purchase process every 4-5 years.
Tom McGourty
Sr. VP, Bus.
Development
Bridgeline Digital

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The Digital Engagement Company 13
Mistake #1: AMS-CMS Integration
AMS Purchasing Habits
- Wes Trochlil, President of Effective Database Management
“
”
If you are struggling with your current technology and have not acquired new
software or upgraded in the past three years, you need to do that now. Given
how inexpensive some off-the-shelf Software as a Service [Saas] products are, it's
malpractice to continue to suffer with an absurdly out-of-date or homegrown
system.
• According to a survey conducted by the American Society of
Association Executives (ASAE), 24% of organizations implemented
their AMS over a decade ago.
• Meanwhile, 4 out of 10 organizations are shopping for a new AMS.
10 YEARS

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The Digital Engagement Company 14
Mistake #1: AMS-CMS Integration
Finding An AMS That Works For Your Organization
• According to Lehman Associates annual report, over 90% of respondents say Member Relationship
Management (MRM) SHOULD be part of their Association Management System (AMS).
• Majority of associations are satisfied with the degree to which their current solution provides MRM
capabilities. Still, over 40% remain less than fully satisfied.
MRM Consideration

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Mistake #1: AMS-CMS Integration
What is a Content Management System?
At its core, the function of content management systems is to present information
on websites, using a central interface to publish, edit, and modify content. CMS
features vary widely from system to system.

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The Digital Engagement Company 16
Mistake #1: AMS-CMS Integration
Choosing the Right CMS
“
”– Jeanne L. Allert and David Gammel, ASAE.org, “The World Wide Wreck”
Ask for client references, particularly from organizations similar to yours.
What additional services might you want from the provider
(e.g., installation, maintenance, user support)?
How well do you understand the vendor's methodology for getting your CMS up and running?
Does the vendor have experience with associations and their unique requirements?

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Mistake #1: AMS-CMS Integration
The Importance of Your Association’s Website
The 2012 Membership Marketing Benchmarking Report surveyed nearly 700
Association Executives.
According to the study, an Association’s Email Campaigns and Website drive
brand awareness.

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Mistake #1: AMS-CMS Integration
The Importance of Your Association’s Website
Behind word-of-mouth, executives cited their Association’s Website and Email Marketing
efforts as primary recruitment methods.

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The Digital Engagement Company 19
Social Media
Mobile Services
Enhanced Capabilities for
Email Marketing
Communications
Meeting Management and
Registration
E-Learning
Mistake #1: AMS-CMS Integration
AMS-CMS Synergy
Areas of Third-Party Engagement Tools Cited:
- Lehman Associates
“
”
Some AMS providers are building social and CMS-type functionality into their
products. While [AMS systems] do have a potential advantage of automatic
integration with the other functions of the AMS, surprisingly, some are not well
integrated within the vendors AMS platform.
Associations initiate the process to upgrade or replace their current membership management solution
for a variety of reasons, but the reason most frequently cited is to gain greater integration capabilities
with other applications that enable them to engage, deliver value and transact with members online.

20. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 20

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The Digital Engagement Company 21
Mistake #2: Ignoring Mobile In Your Digital Strategy
Welcome to the Mobile Revolution
According to Business
Insider, manufacturers
shipped 685.6 million
smart
phones worldwide in
2012 - 45%
increase over 2011.
Gartner predicts 1.2
billion smart devices will
be sold in 2013, up 50%
from 2012.

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The Digital Engagement Company 22
Mistake #2: Ignoring Mobile In Your Digital Strategy
Accessibility is King
A study conducted by Morgan Stanley found that
91% of all smartphone users have their
phones within an arm’s reach 24 hours
a day, 7 days a week.
Surf’s Up: Mobile Internet Use
On the Rise
According to a study from the Pew Internet &
American Life Project:
• 31% of American adults who have cell phones use
their phones for the majority of their Internet
access.
• Additionally, among American adults in the 18-29
demographic who use the Internet on their phones,
45% primarily use the mobile web.

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The Digital Engagement Company 23
Mistake #2: Ignoring Mobile In Your Digital Strategy
Make Mobile Work For You, Not Against You
Brand Awareness:
Visitors don’t hope you have a mobile friendly website, they expect it.
In the study entitled, “What Users Want Most From Mobile Sites Today,”
Google found 72% of consumers expect brands to have a mobile-friendly website.
Google reported that 55% of
respondents said a frustrating
mobile experience hurts their
opinion of a brand.

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The Digital Engagement Company 24
Mistake #2: Ignoring Mobile In Your Digital Strategy
The Solution is Responsive Design
What is Responsive Design?
A mobile-friendly design approach which enables websites to detect the size of a visitor’s
viewing screen and trigger content to automatically adjust to fit the screen accordingly.

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The Digital Engagement Company 25
Mistake #2: Ignoring Mobile In Your Digital Strategy
The Solution is Responsive Design
Benefits to Responsive Design
 Future proofs organization’s website
for new smart devices that haven’t
reached the marketplace yet
 Google recommends
Responsive Design
 No redirection is needed for users to
get to the device-optimized view

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The Digital Engagement Company 26

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The Digital Engagement Company 27
Mistake #3: Discounting the Importance of an Effective SEO Strategy
What is Search Engine Optimization?
The process of affecting the visibility of a website or a web page in a search engine’s
“natural” or un-paid (“organic”) search results
The Importance of Leveraging SEO Tactics
1. 93% of online experiences begin with a search engine
2. 82.6% of internet users use search
3. 70% of the links search users click on are organic
4. 70-80% of users ignore the paid ads
5. 75% of users never scroll past the first page of search results

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Mistake #3: Discounting the Importance of an Effective SEO Strategy
Common SEO Mistakes You Can Control
Search Engine Optimization is a technical process by nature, but it starts with
producing content that is engaging and interactive.
3 common mistakes digital content creators can easily
avoid to remedy poor Search Rank
1. Failure to research keywords or use proper industry-specific vocabulary
2. Inconsistent content publication
3. Lack of patience

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The Digital Engagement Company 29
Mistake #3: Discounting the Importance of an Effective SEO Strategy
Leaving the Rest to the
Experts
Content Management Systems and SEO
Staying ahead of the SEO game is a constant battle. It starts
with the Content Management System powering your
Association’s website.
CMS are great vehicles for non-technical users to update
their website. It is imperative to select a CMS that practices
cutting-edge SEO tactics.

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The Digital Engagement Company 30
Mistake #3: Discounting the Importance of an Effective SEO Strategy
2 Examples of Built-In CMS SEO Functions
Auto 301-redirects:
• A 301 redirect is the correct way to redirect a page from one URL to another.
• Search engines will transfer all SEO credit to the redirected page.
Sitemap.xml auto-generation:
• Search engines use a standardized method for allowing site administrators to notify them
of new pages to “crawl”. This an XML file usually referred to as a sitemap.xml file.
• Recommended practice as it allows search engines to do so in a more intelligent
manner.
Professional Consultative Services:
Organizations can also look toward hiring third-party SEO Consultants. These professionals
stay up to date with how search engines rank websites, perform site audits to improve web
visibility and implement effective SEO strategies.

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The Digital Engagement Company 31

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The Digital Engagement Company 32
Mistake #4: Collecting BIG DATA but not taking action on the results
What Is Big Data?
Big data is a collection of data sets so
large and complex that it becomes difficult
to process using on-hand database
management tools or traditional data
processing applications.
Challenges of Big Data
• Capture
• Curation
• Storage
• Search
• Sharing
• Analysis
According to IBM, 90%
of the data in the world
today was created in
the last 2 years alone.

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The Digital Engagement Company 33
Mistake #4: Collecting BIG DATA but not taking action on the results
Big Data Is Buried By Associations
According to a survey conducted at the
American Society of Association
Executives (ASAE) Technology
Conference:
• 63% of Chief Information Officers
(CIOs) responded that their
organization is not doing anything
with BIG DATA
• 73% rated Big Data as the most
important tool for Associations
going forward

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The Digital Engagement Company 34
Mistake #4: Collecting BIG DATA but not taking action on the results
Big Data In Motion
Real life Case Studies
• NASCAR uses big data to better engage with fans
• Ford uses big data to run more smoothly
• Sears uses big data to get a handle on price elasticity
• President Obama’s campaign used big data to rally
individual voters

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The Digital Engagement Company 35
Mistake #4: Collecting BIG DATA but not taking action on the results
Investment in big data
• 68% of marketers said they expect their
data-related expenditures to increase in 2013.
[Source: Infogroup Targeting Solutions & Yesmail Interactive,
January 2013]
• 56% plan on hiring new employees to handle
data collection or analysis
[Source: Infogroup Targeting Solutions & Yesmail Interactive,
January 2013]
• 85% of Fortune 1000 companies have big data
initiatives planned or in progress.
[Source: NewVantage Partners, December 2012]
• Gartner expects big data to drive $34bn in IT
spending in 2013.
[Source: Gartner, October 2012]

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Mistake #4: Collecting BIG DATA but not taking action on the results
Big Data Adoption
Most organizations are currently in
the early stages of big data
development efforts, with the
majority focused either on
understanding the concepts (24%)
or defining a roadmap related to
big data (47%). [Source: IBM,
October 2012]
[Statistics Courtesy of Econsultancy
report, “Big Data Trends Briefing”]

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The Digital Engagement Company 37
Mistake #4: Collecting BIG DATA but not taking action on the results
Using Big Data In Your Association Strategy
Of the Associations that are using data, 77% say they gather data from 6 or more sources.
17% have 20+ separate data sources.
Big Data can be used to gain insights into what is working and what isn’t working in your
association, ultimately helping pinpoint what current – and prospective – members value.

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The Digital Engagement Company 38

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The Digital Engagement Company 39
Mistake #5: Having a social media plan that lacks a clear vision
Get Social, Join the Conversation
• Social Media Sites Now Reach 82%
of World’s Population
• Time spent on social sites has tripled
over past few years
• Not just young people
• Users 55+ represent fastest growing
segment in social networking usage
• 94.7% of online users 55+ use social
media (Source comscore)

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Mistake #5: Having a social media plan that lacks a clear vision
Social Media & Associations
– Roy Snell, CEO of the Health Care Compliance Association
and the Society of Corporate Compliance & Ethics.
“
”Snell’s Theory:
A decade ago, only about 10 percent of members' contact with a typical association was online.
Today, Snell says, the proportion may be more like 50 percent magazines and meetings, 50 percent
web and, increasingly, social media. In the decade to come, 90 percent of members' contacts may
be online.
Members' interconnectivity is going to continue to go up exponentially, and the
organization that makes the most of that will win the day. Between social media,
the web, and our AMS, we have to provide the best possible experience for those
in our profession who want to connect.

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Mistake #5: Having a social media plan that lacks a clear vision
Focus on Return On Engagement,
Not Return on Investment
Key Associations Use:
• Social Discovery
• Social Member Relationship Management
• Listen to the ongoing conversation

42. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 42
Presentation Outline
Who is Bridgeline
• About Bridgeline
Digital
• How We Build
Customer Success
• Thousands of
Customers Rely on
Bridgeline & iAPPS
• Membership
Relationship
Management
Mistakes
• #1: AMS-CMS
Integration
• #2: Ignoring Mobile
in Your Digital
Strategy
• #3: Discounting the
Importance of an
Effective SEO
Strategy
• #4: Collecting BIG
DATA but not taking
action on the results
• #5: Having a social
media plan that
lacks a clear vision
DelCor
• About DelCor
• The IT Maturity
Model Framework
• Shifting the Focus of IT
in Your Association
• Looking at ‘The Big
Picture’
• Striving for Strategic or
Innovative Use of
Technology
Conclusion and Q&A
• What’s on Your Mind?

43. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 43
• Independent technology management consulting
• Experience/expertise applied to your unique requirements and culture
• Former association executives
• Almost 30 years of helping associations make the most of their IT
investment
About DelCor Technology Solutions
Tobin Conley
Sr. Consultant,
Technology Mgmt.
DelCor

44. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 44
The IT Maturity Model Framework

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The Digital Engagement Company 45
Ways to improve your Association:
 Moving from an inward-looking approach to one focused on member
satisfaction and engagement
 Viewing the world from a member perspective
 Creating value that fulfills your mission and vision
Shifting the Focus of IT in Your Association

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Understanding how to ‘connect the dots’ so that
technology works in harmony
• Decision-making criteria
• Success metrics
Key roles in any technology initiative:
• Business Analyst
• Project Manager
Looking at ‘The BIG Picture’

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Plan for Success
 AMS/CMS: Integrate to personalize
 Mobile: Bring content where users are
 SEO: Make your info ‘findable’
 Big Data: Ask the right questions
 Social Media: Tap the power of digital networking
Striving for Strategic or Innovative Use of Technology

48. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 48
Presentation Outline
Who is Bridgeline
• About Bridgeline
Digital
• How We Build
Customer Success
• Thousands of
Customers Rely on
Bridgeline & iAPPS
• Membership
Relationship
Management
Mistakes
• #1: AMS-CMS
Integration
• #2: Ignoring Mobile
in Your Digital
Strategy
• #3: Discounting the
Importance of an
Effective SEO
Strategy
• #4: Collecting BIG
DATA but not taking
action on the results
• #5: Having a social
media plan that
lacks a clear vision
DelCor
• About DelCor
• The IT Maturity
Model Framework
• Shifting the Focus of IT
in Your Association
• Looking at ‘The Big
Picture’
• Striving for Strategic or
Innovative Use of
Technology
Conclusion and Q&A
• What’s on Your Mind?

49. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 49
Questions?
Issues?
Comments?
What’s on Your Mind?

50. © 2013 Bridgeline Digital, Inc.
The Digital Engagement Company 50
Thank You
Brian Bolton
Sr. VP, Marketing
Bridgeline Digital
Tom McGourty
Sr. VP, Bus.
Development
Bridgeline Digital
Tobin Conley
Sr. Consultant,
Technology Mgmt.
DelCor