MarketingPower Website Plan

Company

LOGO

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MarketingPower Website Plan

Revised: March 29, 2010

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MarketingPower: Content

1. Goals1. Goals

2. Audience2. Audience

4. User Experience Building Blocks4. User Experience Building Blocks

3. Content Development 3. Content Development

7. Plan Implementation Summary7. Plan Implementation Summary

5. Revenue Opportunities5. Revenue Opportunities

6. Human Resource Plan6. Human Resource Plan

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Executive Summary: Key Takeaways

1. Content is the single most important driver of all online member and customer engagement

• Content DRIVES engagement DRIVES revenue

2. A website audit, including an ongoing content gap analysis assessment, is essential to ensuring that the AMA is meeting the informational needs of all member and customer segments

3. An effective gating strategy allowing for sufficient content offerings for members and non-members is critical to enhancing the value proposition of AMA members and increasing non-member conversion

4. Content available /delivered in a User-centric fashion (personalized, unhinged, multiple formats etc.) is the surest way to obtain and retain website visitor engagement

5. An organization-wide adherence to a MarketingPower editorial calendar and content strategy is key to offering website content that will meet the needs of all visitor segments. Interdepartmental cooperation/teamwork and adherence to strategies/guidelines is essential for website success in an environment of de-centralized content management

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Executive Summary: Key Takeaways

6. In order to best meet the informational needs of MarketingPower visitors while also fulfilling the business goals of the AMA, both sponsored and non-sponsored content must be offered in all content formats

• Traffic generation is critical for multiple constituencies including advertisers, sponsors, content partners and the AMA, overall. Increasing traffic to MarketingPower involves a variety of ongoing, proactive steps involving both technology and content authoring

• An AMA blog featuring multiple voices, frequent and relevant posts and a variety of social media tools is critical to generating traffic and demonstrating thought leadership.

• It is not sufficient to simply provide quality content on MarketingPower. The AMA must proactively (year-round) promote the availability of its content through a variety of distribution channels including RSS feeds, social media sites, search engines and content directories

• Revenue opportunities will be significantly enhanced when supported by e-commerce technology (online shopping cart), a successful MarketingPower content strategy allows for a variety of methods for visitors to purchase online content and products

11. The Web Content department requires sufficient human resources to ensure all defined website objectives are achieved. A website which is frequently refreshed and which offers visitors relevant, valuable content and features is dependent on the availability of human resources supporting it

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1. Goals

Business GoalsBusiness Goals

Content GoalsContent Goals

Website GoalsWebsite Goals

Content Engagement CycleContent Engagement Cycle

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Content Engagement Cycle

2.ENGAGEMENT

3.REVENUE

1.CONTENT

Bus

ines

s G

row

th

Drives

DR

IV

ES

DR

IV

ES

Business growth will be fueled by the quality of the CONTENT. Content quality drivesaudience engagement. Engagement drives/delivers revenue ... and revenue generationis business growth

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Content Goals

ContentGoals

Provide solutions to marketers’

challenges

Meet informationalneeds of each

specific segment(role and specialty)

Provide content in ways users

prefer to consumeand search for

content

Position AMAas thought leader

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Website Goals

Generate Traffic

•Unique Visitors•Return Visitors

•Time spent on site

OfferCustomer Support

Track:•# of calls

• Categories/trends

EncourageConnectivity

Advertising:•Click-through rates

•Impressions

WebsiteGoals

ProvideE-Commerce

•Event registrations

•Member registrations

•Member renewals

•Publication subscriptions

DeliverContent

•Page Views•Popular Site

Sections•Downloads

The role of the website is to serve as:• a content delivery mechanism• an audience engagement tool

Website goals and metrics would include:

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Business Goals

New SiteRegistrants

New AMAMemberships

New EventRegistrants

New PublicationSubscribers

NewAdvertisers

New Sponsors

OBTAIN ACUSTOMER

Obtain a Customer (Who)

NetworkingOpportunities

EngagingWebsiteContent

ValuableEvents

(in person/online)

ROI(advertisers/

sponsors)

Best-in-classCustomer

service

RETAIN ACUSTOMER

Retain a Customer (How)

Obtain aCustomer

Retain a Customer

Obtain a Customer + Retain a Customer =•Increased revenue

•Enhanced industry reputation•Increased member/customer engagement

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2. Audience

WHO visits MarketingPower? WHO visits MarketingPower?

WHY do marketers visit MarketingPower?WHY do marketers visit MarketingPower?

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Marketers Advertisers/Sponsors Partners

Marketing RoleMarketer

Marketing SpecialistResearcherAcademicCollegiate

Registered Users

AMA Members

Site Visitors

VolunteerLeaders

ADVERTISERS:•Print•Web • Resource DirectorySPONSORS:•Event•Webcast •White paper

•Content•Perk

Media

WHO Visits MarketingPower?

MarketingPower Audience OverviewPrimary Target Audiences•Marketers

•Members•Registered Users•Visitors

Secondary Target Audiences•Advertisers/sponsors•Partners•Media

The content of MarketingPower must meet the needs of a diverse audience:

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?Help me find a

new job

Help me improvemy skills in

(marketing topic)Help me learnmore about a

marketing topic

Help me connect

with other marketers

like me

Help me becomea member of

the AMA

Help me with amarketing challenge

Help me manage mylocal chapter

WHY Do Marketers Visit MarketingPower?

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3. Content Development

CreationCreation

DisplayDisplay

SearchSearch

PromotionPromotion

DistributionDistribution

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Content Development: Overview

Content Creation Content Display Content Search

Content Promotion Content Distribution

+ + +

+ =Successful

WebsiteContent Strategy

• Audit• Build/Acquire• Content Format

Style Guide:

Color palette Font style/size Navigation Graphics/images

Traffic Generation:

SEO Link Building

Home pageLanding pagesSocial mediaMarCom campaign

Email

Feeds

Blogs

News aggregators

Social Bookmarking

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Content Creation: AuditKey Questions

WHATtopics are we going to cover?formats are we going to use?

WHYdoes anyone care?does this provide business/member value?

HOWare we going to deliver the message?should we say it? (tone of voice)

WHEREwill we get the content?can we syndicate the content (feeds, social media)?

WHENwill it be published?will it need to be updated?

WHOis responsible for the content?will maintain it over time?

A content audit is necessary to create a foundation for focusing ongoing contentdevelopment. The content analysis should provide guidance for ALL future contentacquisition by addressing the following questions:

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Content Creation: Audit

Conduct a site content audit Implement a detailed accounting of all content in each of the five website channels (Resource Library, Events,

Career Management, Community and About AMA). Inventory categorization would include: content format (categories and types) content linkage: how/where content on one page directs you to other pages primary target audience publishing frequency

Develop a topic-based content map Identify content categories (such as template type, purpose, contextual or standalone content etc.)

Complete a gap analysis Perform a gap analysis to identify the topics, content formats and audience segments that are not currently

addressed Prioritize gaps in relation to content partnership plan and marketer segment needs

Create an Editorial Calendar Incorporate edit calendar throughout all areas of site and all content categories (AMA publications,

webcasts, podcasts, web content articles etc.)

Institutionalize a Rolling Audit Implement content monitoring systems/checkpoints to maintain quality control Ensure needs of all target segments are being equally addressed

Create a Metrics Plan Develop a metrics dashboard to track visitor engagement

Track by target segment, content format etc. Analyze patterns and use to continuously evolve content sourcing plans

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Content Creation: Build/Acquire

Build PurchasePartner•Content Partners ---articles ---best practices ---white papers ---podcasts

●Co-branded research partners

•Marketing News●Magazines●Journals e - Newsletters●Podcasts●Dictionary●Chapter documents●Blog posts●Tweet●Event Presentations

•Licensed Content

●Annual contentsubscription

●Pay per contentcategory/unit

•Pay per application(tools, calculators)

There are 3 methods of adding content to MarketingPower:

Content Acquisition

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Content Creation:Build

Marketing(podcasts)

PD(Event

presenta-tions)

ChapterDept.

(chapterresources) Columnists/

GuestContributors

Councils

WebContent

Staff

Members(Community)

AMAPublications

Staff

AMA OriginalContent

Original Content Creation

The creation of ORIGINAL content is sourced throughout the AMA organization inclusive of: paid staff, volunteer leaders, speakers, columnists etc.

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Content Creation:Acquire/Partner

Content Acquisition

ContentPartners

(individuals)

Sponsors

ResearchPartners

Aggregated(news feed))

Licensors(purchased

content)

LimitedPartners

ContentPartners

(organization)

ThirdParty

Content

Created content should be harmonious with and supplemented by content sourced via numerous third-party providers via partner and/or purchase agreements

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Content Creation: Acquire/PartnerTopic Focus

Career DevelopmentVaultLaddersWet FeetQuarter LifeCollege CentralQuint CareersSHRM

HealthcareZimentSociety for Healthcare Strategy & Mkt DevelopmentHealthcare Strategy InstituteHealthLeaders Media

Mobile MarketingMobile Mktg Assn

SEO/AnalyticsWeb Analytics AssnSearch Mktg ToolsCoremetricsOmnitureWeb Analytics DemystifiedSEOmozSearchCRM

AdvertisingAdvertising Specialty InstituteAdv. Research FoundationIAB (Interactive Advertising Bureau)

Social MediaSocial Networking and Media Association

Leadership/StrategyStrategies + BusinessOliver WymanSloan Management (revenue share only)

ResearchESOMARBurkeFrost & SullivanIpsos (survey-based research)MarketToolsManagement Ventures Inc. (retail research)WebSM (online research, web surveys)

Global MarketingINSEADGlobalEDGEYankee GroupMulticultural Marketing Resources

E-MarketingEmarketing AssnEmail Labs (tools)Lyris.

BrandingLippincottClaritas-Nielsen

Academia(sources based on ARC redesign plan)

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Content Creation:Partner Service Program

Routine servicing of content partnerships include the following tasks:

Regularly communicating with partners Prompt partners to submit content Respond to specific partner requests for information Revise and develop content partner presentation and content license agreements to respond to needs of potential

partners and addendums to existing partner agreements Negotiate revenue share agreements and associated accounting matters Develop and communicate metrics reports on specific partner content Educating new partner staff on content partner program, policies and procedures

Prepare MPower website updates Update partner profile pages Conduct regular audits of partner sites to develop lists of desired content Convert partner site content to appropriate SharePoint formats (Word or PDF) Create summary pages, documents and images in SharePoint for each partner content submission Select and feature partner content in key areas of website and e-newsletters Develop content partner materials for distribution at major conferences

Send quarterly partner communication newsletter List of featured partner content News on partner promotions Prepare and update annual partner recognition ad

Discuss and resolve specific partner concerns and requests Enhance promotion/value proposition (e-newsletter promotion, banner ad etc.) Revenue share agreements; develop e-commerce methods Opportunities for increased AMA engagement (podcast guest speaker, in-person presenter etc.) New partner initiatives

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Content Creation:Partner Service Challenges

A number of challenges exist (some which occurred as a result of the recent economic environment) in managing the content partner program:

Partner Liaison Changes. As a result of organizational and staffing changes within partner organizations, communication with appropriate representatives is difficult. Often, the partner liaison has left the company with no clear indication of a replacement content. In addition, these changes often require “re-educating” the new partner contact on the AMA content partner program, policies and procedures, often resulting in a delay in receiving content

Partner Organization Priorities. Changes in partner organization staffing as well as other priorities for the organization has delayed receipt of content

AMA Staffing Limitations. Web content department staffing limitations (one 16 hour per week Intern responsible for Content Partners) provides challenges in juggling the need to service multiple partnerships, obtain and publish content on MarketingPower and responding to partner’s various concerns and informational needs

Revenue Share Agreements. The inability to manage online payments on MarketingPower is limiting revenue share opportunities with partners who have expressed interest in such agreements

Partner Content Promotion Limitations. Limited opportunities for partner content to be featured on MarketingPower and promoted to partners’ target audiences. Underdeveloped opportunities to become more engaged with AMA’s membership possibly through: promotion of partner’s webinars. conference speaking opportunities, podcast opportunities

Website Partner Traffic. Desire to receive regular metrics reports on traffic to partner content

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Content Creation: Recommendations

Develop an editorial calendar Develop an overall editorial calendar (by channel: Resource Library etc.) and define the guidelines

governing content including formats, values, tone, legal concerns, user-generated content and content cycles etc..

Editorial plan includes the creation of original content, the acquisition of content via third-party partnerships and the purchase of content via license agreements

Develop and implement department-wide partner content processes

Develop website features to promote partner content Create templates displaying featured partner content Provide a widget featuring partners on rotating basis; emphasize those w/ revenue share

opportunities Prominently feature partner content via re-designed home page flash Add content topics tied to the specialties of content partners to the What’s New page

Improve frequency and consistency of content promotion Feature content in e-newsletters; promote via banner ads in the weekly MarketingPower Today e-

newsletter Tweet/promote via Facebook/LinkedIn updates Provide additional opportunities to engage with AMA (podcast guest speaker, in-person presenter,

booth space, co-branded webinar/research)

Develop untapped sources of content Identify individual content contributor partnerships Pursue co-branded research partnerships (tie to revenue share for non-members) Identify tools/applications for partnership opportunities (license vs. non-license)

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FeatureArticles

BlogsWebcast/Podcast

E-Books

E-Newsletters

RSS

Directories

Polls

Forums

MobileApps

Presen-tations

Research/White

Papers

WikisImages

DictionaryVideo

Content delivery via a rich mix of content categories/types will be an essential component of enhancing the User experience. Samples of content categories/types are listed below.• Five content types (chosen for their traffic generating linkage) will be more deeply reviewed (in red):

Text Multi-Media

CONTENT CREATION: FORMATS OVERVIEWSocial Media Tools

WidgetsAudio

Categories:

TY

PE

S

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RSS Feed Syndication:Goals

RSS FeedDirectories

SearchEngineSpiders

TargetMarket

Links toFeed Page

More SitesRepublish

Feed

Links toPosts

FeedsterBloglinesSyndica8

SearchEngines(Google)

RSSFEED

RSS feeds extend the reach of MarketingPowercontent via the following methods:

• Automatically deliver new content to subscribers• Provide multiple ways for Subscribers to discover AMA and its products• Extend the reach of the content to Non- Members; use strength of content as an acquisition tool• Provide a true publish-subscribe model for customers; offer expanded personalization• Bypass email and spam filters

RSS feed expansion goals:

RSS

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RSS Feed Syndication: Recommended NEW Feeds

Category CURRENT RSS Feeds Recommended NEWSIGS Brand Strategy B2B Marketing

ELMAR Healthcare MarketingHigher Ed Mktg Internet MarketingMarketing Research Marketing StrategyNonProfit Marketing Services Marketing

Community (replaces SIGs)- All Public Groups

Blogs Journal of Marketing BlogMarketing News BlogTwitter Feed

Community BlogsAMA BlogFacebook

IndustryArticles

ArticlesBest PracticesWhite Papers

Articles (by topic category)

AMAPublications

Journal of International MarketingJournal of MarketingJournal of Marketing ResearchJournal of Public Policy and Marketing

Multimedia WebcastsPodcasts

Webcasts (by topic category)

Events Events Events (by topic category)

Jobs JobsRSS

An expansion of RSS feeds will provide the benefit of improved personalizationof the content customers are seeking

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Blogs: Goals

Developing a deepened blog strategy will benefit the website in the following ways:

Improve Search Engine Optimization Optimize each post via 3-4 keyword phrase Utilize keyword clouds Expand in to the RSS feed format Link from other blogs Enhance recency/frequency of fresh content

Build Traffic Attract inbound targeted traffic via:

value-added quality content multiple voices (blog contributors)

Expand Content Reinforce thought leadership via multiple voices offering Extend knowledge distribution via RSS feed Provide differentiation over competition

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Blogs: Three-Channel Approach

Member-Driven AMA Blogs (Community)

AMA Blog Blog Roll(Influential Bloggers)

AMA members, including targeted social media “evangelists” would publish blog posts regularly on a variety of marketing-related topics within Community Groups

Key internal social media team members (publications, marketing, web content) would publish blog posts with the objective of enhancing the AMA brand via content tied to its products and services

A robust blog roll would include blogs of influential marketing bloggers, categorized by topic and marketing segment

Benefits:

●Increased member engagement

●Personal branding opportunities for members

●Consumer generated content on MarketingPower

●Increased traffic and brand awareness

●Enhanced SEO

Benefits:

●Enhanced AMA brand loyalty

●Reinforced messaging for AMA’s key products/services

●Emphasis on AMA as experts and thought leaders

●Multiple editorial voices

• Enhanced SEO

Benefits:

●Engagement with key social media influencers

●Ability to serve as filter and aggregator of top marketing blogs

●Increased traffic to MarketingPower

●Additional content category

●Enhanced SEO

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Blogs: Recommendations

Redesign MarketingPower Blog Platform Design blog platform using SharePoint functionality

Introduce basic elements currently missing (topic categories; blog roll; featured posts; recent posts, RSS, site search; About page; keywords; tags)

Include social media tools (video embedding; social bookmarking; tag cloud; share functions; links to Twitter/Facebook/LinkedIn; avatar)

Develop Fan Badge and/or Blog Widget for placement on social media sites Consider revamping existing blogs (MarketingNews and Journal of Marketing) to form one robust AMA Blog

Formalize Blog Policies Blog contributors (Multiple AMA staff and guest bloggers) Blog posting frequency Responding to comments Commenting on blog posts

Develop Blog and Reporting Mechanisms Allow User comments to be updated in real-time with no filtering Submit the blogs to directory feeds (i.e. Technorati, Google Alerts) Utilize blog traffic reporting (Omniture)

Define and Implement Blog Traffic Generation Mechanisms Identify and reach out to influential bloggers Submit AMA blogs to search engines (Google, MSN, Yahoo!) and blog catalogs (Technorati, Allton) Participate in topic-relevant blog carnivals Reference blog URLs in marcom, member and publication communications Re-post best blog content (ezinearticles, azcentral)

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Web/Podcast: Goals Overview

Content GoalsMarketer Perspective:

•Provide content to meet all marketer informational needs--marketer segments--marketing specialties

• Provide credible content--objective, credible source

•Provide latest thought leadership from industry experts

Business Perspective:•Increase revenue•Increase traffic to site•Increase time spent on site•Convert site visitors to AMA members

Sponsorship GoalsPartner Perspective:

•Provide sponsors with targeted leads

•Provide sponsors with maximumexposure to target markets

•Upsell multimedia content sponsors to broader media buys

Goal: Grow website inventory of multimedia content to meet informational needs of all marketer segments and marketing specialties while growing revenue stream

MarketingPowerMulti-media Content

Must Meet Both Contentand Sponsorship Goals

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Web/Podcast: Content CategoriesRecommended

CURRENT

Podcast Categories Author Series Executive Conference Calls Chapter Training Event-Related Promotion Miscellaneous Marketing Topics

Webcast Categories Meeting of the Minds (cancelled) Members Only (tied to membership

campaigns) All Other

Web AND Podcast Topics Branding CRM/Customer Experience/

Consumer Insights Interactive Marketing Marketing Strategy ROI WEBCAST ONLY Topics B2B Marketing Email Marketing Marketing Research Measurement/Analytics Nonprofit Marketing Sales SponsorshipPODCAST ONLY Topics Career/Professional Development Higher Ed Marketing Organizational Change

Management

RECOMMENDED Web/Podcast Categories

Topics

•Academia/Teaching ●Loyalty Marketing•Advertising ●Marketing Research•B2B Marketing ●Marketing Strategy•Branding ●Nonprofit Marketing•Career Development ●Prof. Chap. Training•Collegiate Chapter Training ●Public Relations•CRM/Voice of Consumer ●Retail Marketing•Direct Marketing ●ROI•Email Marketing ●Sales•Global Marketing ●SEO/Analytics•Higher Ed Marketing ●Sponsorship•Interactive Marketing

AccessWithin each subject category, webcasts should be gated for members only, registered users or visitors. Gating termswould be closely tied to sponsorship agreements.

RevenueWithin each subject category, webcasts will be either sponsoredor non-sponsored. Revenue can be obtained either throughdirect sponsorship arrangements (flat sponsorship fee) or viarevenue share agreements with content partners.

Execute via one plandesigned to meet ALLaudience (topics) andbusiness (AMA, sponsor)needs

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Web/Podcasts: Recommendations

Create web/podcast program based on collaboration between web content and sponsorship departments

Coordinate content acquisition efforts with sponsorship acquisition efforts

Formalize value proposition/deliverables for sponsored and revenue share web/podcasts Identify deliverables to support value proposition (branding, promotion, etc.) Devise marcom program for promoting both Sponsored and Revenue Share Webcasts

Create inventory encompassing both sponsored and non-sponsored content Allows AMA to continue to generate incremental revenue from sponsored content Provides the ability to fill content gaps for all marketing roles and specialties Provides the ability to create original thought leadership content not tied to sponsorship Provides the ability to enhance content partner value proposition Allows the AMA to increase its overall inventory of multimedia content on MarketingPower

Unhinge web/podcasts from their source Tie to subject matter categories rather than source of content, speakers or sponsors

Develop web/podcasts with MarketingPower gating strategy in mind The inventory should include content for all major gating audiences (members only, registered users, visitors)

Develop content based on overall MarketingPower editorial calendar Inventory should provide content for all major marketer segments and specialties Featured speakers should represent multiple sources (book authors, content partners, individual industry thought

leaders, in-person event speakers, sponsors, etc.) Create internal processes for developing content and for communicating plans for new categories

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Web/Podcasts: Recommendations continued

Implement web/podcast traffic generation mechanisms Submit MarketingPower podcasts to podcast directories Create subject matter tags in podcast directories Create blog post based on each podcast Include keyword phrases in metadata descriptions for podcast landing pages and individual

podcast summary pages In all marcom, link to MarketingPower podcasts pages rather than third-party registration pages

Develop RSS feeds for all web/podcast subject matter categories Individual subject matter RSS feeds for podcasts should be made available to MarketingPower

visitors in addition to one general podcast feed

Identify and implement production best practices Make podcasts “scannable” (break podcasts into chunks of content) Develop uniform directions and tips for speakers/contributors (no direct promotion) When available (tied to sponsorship/partnership arrangements) provide slides or transcripts (post

in summary pages and display within landing pages) Within summary pages, included related in-person event content links

Revise landing pages to better feature content Provide the ability to capture registrations for teleconference podcasts Feature MarketingPower’s entire portfolio of webcasts/podcasts (sponsored and unsponsored) Redesigned to better highlight content and engage visitors Allow visitors to easily search by subject matter Social media tools and sharing mechanisms should be added SharePoint templates

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E-Newsletters: Goals

To meet informational needs of all member segments and key niche marketing specialties

Reinforce AMA brand and reputation as thought leader

Generate and grow advertising revenue

Encourage increased marketer engagement with the AMA

Drive member acquisition

Improve SEO

Grow website traffic and increase time spent on site

Drive in-person event registrations

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E-Newsletters: Recommendations

Include multiple MarketingPower touchpoints in each newsletter issue Provide multiple MarketingPower links including those pertaining to in-person events, site

content, membership center and other key AMA areas

Implement internal processes to ensure distinct editorial strategies for each newsletter

Consistent collaboration between the Web Content, Publications and Marketing departments is essential to ensuring editorial quality and strategy for each newsletter is maintained

Define and implement policies to ensure effective advertising management Ensure advertising creative is submitted in a timely basis Define criteria for acceptable advertising within newsletters

Track and monitor subscriber engagement with newsletter content (metrics) Track total number of subscribers and those who unsubscribe; ratings and comments on

newsletter articles; advertising click-throughs

Develop and enhance marketing program promoting newsletter portfolio Create marcom deliverables to promote newsletter subscriptions and advertising

Where appropriate, utilize newsletters to highlight upcoming in-person and virtual events and other AMA programs

Develop original content that ties to major conferences

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E-books: Recommendations

E-books have been gaining in popularity. They can be quickly produced and are an effective format for communicating niche, topical subject matter. They also can serve as an excellent vehicle to drive traffic to the site by distributing virally or as an incentive

E-books could be created: By AMA staff (web content and publications depts.) With a third-party partner or guest contributor (co-branded) In a PPT or similar format

Subject matter should: Be specific, niche and newsworthy Include specific details including research data, graphics/images, how-to steps or

other engaging conventions Be planned to meet the subject matter needs as dictated by the MarketingPower gap

analysis

E-books can be distributed virally to generate interest (i.e. membership campaign, new program or to target unique audience)

Phase I of an e-book program could include one new e-book per quarter

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Content Display

The physical display of content on MarketingPower web pages plays an important role in engaging site visitors. Key elements of this area of content strategy is centered around a single Style Guide to create

uniformity and continuity throughout the site

Update MarketingPower Style Guide Freshen guidelines established in May 2008 (with re-launch of site) Provide staff training to ensure adherence to all style guidelines and maintain conformity

throughout the site

Color Palette Utilize a single color palette throughout the site

Font Style/Size Utilize a pre-determined family of fonts

Navigation The following navigation elements should reflect the overall MarketingPower style guidelines

Buttons Navigation dashboards Breadcrumbs Anchor text

Graphics/Images All site images including photographs, illustrations, icons, logos and advertising should reflect

the overall professional character of the site All site images and graphics should reflect the content it is representing

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Content Search/Traffic Generation: Benefits

Why is building traffic to MarketingPower important?Identify the type and structure of metadata to help organize, use, reuse the content in ways that are meaningful to the audience. Includes editing and organizing content on a page or across the site to increase its potential relevance to specific search engine keywords

The Obvious Increase in traffic = increase in conversion rate for new AMA members and

event registrations More traffic = more awareness of AMA and its national and local benefits Advertisers increasingly base online spend decision on both site-wide and

channel-based traffic numbers

Not So Obvious Current content partners base content exchange decisions based on site-wide

traffic and visitor segmentation numbers Potential content partners base partnership decision, in part, on site traffic

numbers Ability to obtain backlinks from external organizations is based, in part, on

traffic rank

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Content Search/Traffic Generation:Search Engine Optimization Steps

Improving MarketingPower’s search engine page ranking is critical to traffic generation. Search engine ranking is based on a website’s trust ranking, page ranking and reputation. Methods for improving search engine optimization includes the following:

Locate search visibility and usability problems within MarketingPower Studies show that the average website loses 60% of visitors off the home page due to usability issues and a lack of

relevant content. 50% of visitors spend less than 8 seconds on a site—expansion marketing

Review content for persuasive function and conversion Include calls to action with content pages when possible (especially landing pages)

Compare site to competition and other sites with page one ranking on primary keywords

Develop robust link building program The site must be optimized with volumes of links (backlinks) from external sources

Identify viable keywords that the target audience is using to find MarketingPower Incorporate the keywords into overall site, landing page metadata descriptions and content pages

Conduct keyword research Look at the titles of Web pages for keywords Identify keywords in meta tags Look up words that relate to the site and see which ones have highest search numbers Identify long tail words that have smaller search numbers but a more detailed description of AMA

and MarketingPower-related products and services

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Content Search/Traffic Generation:Link Building

What do backlinks have to do with MarketingPower content? Drive more traffic to MarketingPower Make MarketingPower more trustworthy Help build a powerful MarketingPower community

Types of Link Building Organic

Links are built naturally based on value of MarketingPower Tactics: Quality site content, blog content, social bookmarking, posting in social networking

sites Artificial

Links can be manipulated Tactics: Link requests, directory submissions, paid links

Elements of Quality Links Good anchor text Variety of anchor text Authority of linking text Relevancy of linking text Destination of link

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SEO Identify primary keywords associated with MarketingPower and prioritize them based on

viability Take advantage of words that have high searches but low competition Re-write home page and channel landing page content to incorporate keywords List phrases that should be used in news releases, blog posts, and articles Conduct a Google search on each keyword or phrase selected

Linkbuilding Submit MarketingPower to web directories and social bookmarking sites (Reddit, Digg) Incorporate MarketingPower content links in Twitter/Facebook feeds Comment on Do Follow blogs/forums Submit MarketingPower (article links) to article directories (Ezine, Go Articles) Create multimedia press releases and include multiple MarketingPower content links Formalize reciprocal link strategy Investigate potential purchase of targeted links

Tracking Institutionalize a metrics dashboard and analytics to use as “streaming/live” feedback on

progress on traffic and content development

Content Search/Traffic Generation:Recommendations

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Content Promotion: Overview

Developing a strategy and process for highlighting and featuring content on MarketingPower (including the AMA Community) is essential in order to drive visitor interest and meeting the needs of content partners and sponsors. A strategy for effectively promoting site content is focused on the following site areas:

Home Page Slideshow Content area (located just below slideshow)

Landing Pages Channel landing pages (About AMA, Resource Library, Events, Career and

Community) Topical landing pages What’s New landing page Personalized home page views (when developed)

Social Media AMA Community (appropriate groups) AMA Facebook page Blogs (both AMA blogs and via blog directories)

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Content Promotion: Marketing Campaign

In order to generate both website traffic and engagement with

MarketingPower content, a formal marketing campaign also needs to

be in place. A marcom strategy might consist of email, direct mail and

paid search components.

(Marketing department to supply specific details)

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Content Distribution

In an effort to generate both traffic and interest, MarketingPower needs to be distributed to potential audiences in as many channels as possible. Appropriate channels to distribute site content include:

Email AMA e-newsletters Marketing email campaigns (event and membership promotions)

Feeds RSS feeds (MarketingPower) Group content feeds (AMA Community) Social media: Twitter and Facebook feeds

Blogs Third-party blogs (via comments and guest posts) Blog directories and blog carnivals

News Aggregators News directories

Social Bookmarking ShareThis and other bookmarking tools

E-newsletters AMA Community MarketingPower

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4. User Experience Building Blocks

Personalization Personalization

Unhinged ContentUnhinged Content

Engagement ToolsEngagement Tools

Content GatingContent Gating

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Personalization: Benefits

Increased

Relevancy=

IncreasedValue

ME Provides an

Incentive for logging

in

Leads to

Motivation toexplore othersite content

areas

Results in

Increased timespent on site

Personalized UserExperience on

MarketingPower

Increasingly, personalization of the user experience on websites will be critical to maintaining and growing traffic. Personalization is needed to: add value to theuser experience, drive traffic and encourage log-in practices

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CURRENT Home Page View:Not Logged In

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CURRENT Home Page View:Logged In (Marketer)

Article and Event links displayed based on user preferences

Verylittle

noticeablychanges

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Marketing Research: Insights & Insiders

Why Researchers Aren’t Getting a Seat at the TableKate Egan

Researchers are still relegated to being order takers rather than strategic partners.

•Transforming Today’s Insights Organizations•Crafting Compelling Stories for the Boardroom•Smart Xchange 2010

More

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How to Reach the New CustomerWhy the New Customer sentimentis sticking around and why marketers should stress price and value.

Multi Media Corner: More

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Research Resources

Publications:•Marketing Research Magazine•Journal of Mktg Research•Marketing Researchers newsletter

Community Groups•Marketing Research•Qualitative Research•Segmentation

Research Conferences

Welcome Nancy! Feb. 21, 2010

Personalization Example: Marketing Researcher Personalized Home Page View

50

Personalization: Recommendations

Develop the following personalization features:

Upon INITIAL REGISTRATION users (members or registrants) would be presented: Personalized welcome message

A welcome message would provide suggestions to specific content based on the new member/registrant’s topical preference including:

Professional development: face to face events, webcasts A sampling of recent content (based on topical preference)

Articles Podcasts Tools/Directories

E-Newsletters

Upon LOG-IN users (members or registrants) would be presented a personalized view of: Home page

Feature content, events, webcasts, Community groups and ads targeted to the member’s personal topic preference based on marketing role

Resource Library Landing PageDisplays links to content based on their marketing topic preferences

Career Landing PageView featured job listings based on marketing role and geographic area

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Unhinged Content: Overview

Content should be developed, published and presented in ways that are

consistent with how visitors search for content:

By subject matter Niche specialty General specialty

By content format Video, audio, text, image

By editorial construct Feature article Best practice Case study PowerPoint presentation Podcast/webcast Research paper/white paper

By Marketer Role Practitioner, researcher, academic, collegiate student

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Unhinged Content: Recommendations

Redesign the Academic Resource Center (home/landing pages) Revise topic-based landing pages to incorporate academic and other

MarketingPower content Acquire academic content partners and punish via SharePoint Add more visual interest via images etc

Create topical templates to better feature new content based on marketing subject matter

Integrate related content (text, multimedia, events) into every new content page

Categorize multimedia content by subject matter rather than source (i.e, instead of “author series,” segment by topic such as social media, analytics, research)

Add search filters in the MarketingPower search engine and topics in templates to allow for more refined searches

53

Customer Engagement

The ultimate success indicator of MarketingPower is the level of customer

engagement between its visitors and the AMA. Empowering and engaging

members, site visitors and customers is accomplished increasingly through

social media as well as through traditional website mechanisms

Current Forms of Website Customer Engagement:

Online SIGs (Shared Interest Groups) Ratings Comments Weekly Poll Contact Us (Help Center) Blogs Social Media: Twitter, Facebook, LinkedIn

54

Customer Engagement: Recommendations

Community The AMA’s new online community will serve as primary source of engagement

with members. Content from MarketingPower should be routinely integrated into the Community. In addition, other social media efforts should be integrated within MP (i.e., tweets, Facebook update feeds, ShareThis buttons, etc.)

Customer Feedback Channel Develop user-friendly mechanism to provide the AMA feedback, suggestions and

ideas via MarketingPower. The mechanism would lead to analyzing, implementing and communicating back to customers about their suggestions.

Blog (see related slides for full strategy) Launch an active, welcoming blog that includes social media tools allowing

members to comment, create, rate and share content Listening Strategy

Monitor the AMA Community dialogue, AMA Twitter and Facebook communities as well as comments made throughout the site in a formalized way to aid in the engagement process. Create a formal reporting mechanism and follow-up plan

Advocacy Program Implement a formal advocacy program in order to convert members into active

AMA brand advocates. The first phase of this plan will be in place with AMA Community launch. Members will earn points for Community and offline AMA activities. Points can be added for MarketingPower tasks (adding a comment, making a suggestion to improve a product or process that was implemented, rating an article, completing a poll, etc.)

55

Content Gating: Principles

Gating Guiding Principles:

• Develop enough gating levels to meet the needs of differing audience segments:

• Members

• Trial members

•Volunteer leaders

• subscribers

• Registered users

• Visitors

• Further refine the content access strategy for all gated levels

• Enhance SharePoint publishing practices

• must coincide with gating levels (i.e., tagging, TIMSS codes)

• may be controlled via template or permission-level sites

56

Content Gating: Recommendations

Improve the current gating strategy via improved differentiation in content access for all gated levels

Gating Levels Strengthen the current gating levels to allow for the following access groups: all members, AMA leadership, trial members, subscribers, registered users, visitors

Gating TemplatesRevise existing content templates to allow for gating of all new levels and to gate pages in addition to documents

Allow templates to include social media and multi-media tools

Content Categories Further clarify which types of/amount of content is accessible to each gating level Add more content categories that are members-only

57

5. Website Revenue Opportunities

E-Commerce Based - FutureE-Commerce Based - Future

Current Revenue StreamsCurrent Revenue Streams

58

Website Revenue Opportunities: E-Commerce Based

Content-BasedRevenue Opportunities

Content partnerrevenue share

Co-brandedresearch

sales

EventPresentations

SiteSubscription

Pay percontent

Membersonly content

(sold toNon-Mem)

Tools/Templates

Mobileapp

downloads

The addition e-commerce would greatly expand the possibilities of generatingnew revenue streams as demonstrated via a list of possible future opportunities

59

Website Revenue Opportunities:Current

Current Revenue(revenue that streams through or is

generated from MarketingPower)

Member registrations In-person event registrations Banner ads E-Newsletter ads Website sponsorships Podcast sponsorships AMA publications subscriptions SIG subscriptions Job board revenue

The website currently acts primarily as a portal for giving members/non-members a means to participate in AMA activities

The opportunity to generate revenue FROM the website (i.e. banner ads etc.) has been hampered by low traffic

60

6. Human Resource Plan

Web Content Resource Structure Web Content Resource Structure

Functional ResponsibilitiesFunctional Responsibilities

FY11 FundingFY11 Funding

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Web Content Resource Structure

Director of Online Content

Interactive ContentManager

Website ProjectManager

Community Administrator

Digital EditorWeb UI Designer

(75% of time devoted to Marketing)

ARC Editor(Part-Time)

Associate Digital Editor

Intern(Part-Time sort of)

= existing positions

= recommendedpriority new positions

= recommendedsecondary new positions

62

Resource Plan: Functional Responsibilities

•Content Updates•Assist with Community channel editorial•Maintain What’s New page•Maintain topical landing pages•Update featured content (home page)

•Link Building Program•Assist with link-building strategy•Develop content lists for submittal to directories•Manage reciprocal link program

•SharePoint Publishing•Develop summary pages for third-party and partner content•Conduct site audits and prepare content inventories

•Editorial Development•Write and edit newsletter and site content as assigned•Prepare content lists for use in social media channels•Update AMA FAQs

•Content Partners•Create SharePoint summary pages (as needed)•Serve as daily partner liaison•Research potential partnerships•Manage partner syndication agreements•Manage revenue share agreements•Assist with custom partner content opportunities•Track partner content metrics

•Site Content Inventory•Maintain website audit/gap analysis•Respond to third-party content inquiries•Research third-party content opportunities

•E-Newsletters•Assist with issue editorial calendars•Create featured content lists for newsletters•Write and edit assigned newsletter articles•Manage newsletter production schedule

Digital Editor (New)Interactive Content Manager (New)

63


•Analytics•Create and manage dashboards•Track and create metric reports•Analyze and interpret data•-Implement strategic analytics program

•SEO/Traffic Generation•Track AMA search engine rankings•Implement SEO strategy•Revise and update metadata descriptions•-Conduct keyword audit and keyword search reports•Conduct SEO staff training•-Identify and resolve URL structure issues•Submit site to engines/directories

•SharePoint Troubleshooting•Troubleshoot SharePoint authoring issues•Monitor site for adherence to guidelines

•Project Management•Conduct/coordinate user testing•Assist business team in drafting business requirements•Conduct SharePoint training as needed•Monitor and respond to webmaster customer inquiries

•E-Mail Marketing•Design HTML/text email mktg. campaigns•Create original email templates•Conduct staff training•Implement email best practices

•Website Design•Create visual elements•Design CSS applications•Design site style guidelines•Provide design strategy•Design support for staff•Design input for new areas•Manage site map

•Online Advertising•Manage online advertising program (MPower andCommunity)•Design house ads/banners•Prepare advertising reports

Website Project Manager (New)Web UI Designer (Existing)

75% of time devoted to Marketing

•E-Newsletter Production•Newsletter templates •Design template andbanners•Manage production of MPT newsletter•Assist with prod. of all newsletters•Manage newsletter advertising program

•Image Management•Optimize site images•Manage Image Galleries •Manage home page slideshow

•Social Media•Manage Twitter account(s) design•Manage RSS program•Design blog templates and manage updates•Manage chapter site hosting

64


•Community Member Engagement•Troubleshoot community member issues•Educate members on community practices•Provide first-line customer care•Respond to reports of abuse/guidelines violations•Monitor groups and community activity

•Content•Search for and post appropriate content within groups•Manage content-managed widgets

•Group Ambassador Management•Identify, recruit and train group ambassadors

•Feedback Channel•Implement AMA communication process for community feedback

•Community Analytics•Manage community reporting program

•Group Management•Permission level management, new group creation•Social application tools management

•SharePoint Page Creation •Create summary pages for partner content•Convert content into PDF documents

•Newsletter Production•Prepare HTML templates for 3 newsletters•Manage newsletter subscriber lists•Manage SubscriberMail delivery

•Partner Landing Pages•Maintain Content Partner landing page•Maintain partner profile pages•Maintain partner content SharePoint archive

•Partner Promotion•Ensure delivery of promotion deliverables•Create monthly partner reports

•Website Updates•Maintain featured comments widget•Maintain featured content widget

Community Administrator (New)(replaces SIG Moderator)

Associate Digital Editor (New)

65


•Content Acquisition•Develop content roadmap for new content•Pursue Academic content partners•Obtain variety of text and multimedia content

•ARC Content Management•Publish new content within SharePoint•Regularly update ARC landing/topic pages

•Call for Papers•Conference info•Academic award programs

•Integrate ARC content with MP resources•Events (in-person and online)•Content (text and multimedia)

•Manage annual conference proceedings archive•Implement visual design within landing pages

•Academic SIG Engagement•Secure SIG content for ARC•Update academic SIG sites (on MP.com)•Obtain regular SIG news/reports

•Academic Newsletter •Provide editorial support for Academic newsletter•Identify resources for newsletter articles

ARC Editor (Part-Time) (Existing)

•SharePoint Page Creation•Create summary pages for partner content•Convert content into PDF documents•Update Partner profile pages•Upload documents

•Partner Content Tracking•Log and track partner content•Track featured partner content•Prepare partner reports

•Content Inventory•Prepare partner site audits•Develop content lists for approval•Conduct preliminary research on potential partners

Intern (Part-Time) (Sort of Existing)

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Resource Plan: FY11 Funding

Annualized Impact FY11 Impact

Position Base Benefits Total Hiring Date Salary/Benefit Cost IN FY11 Budget

CommunityAdministrator

$55,000-$65,000

$13,750-$16.250

$68,750$81,250

5.1.10 $75,000 $77,600

Web UIDesigner

Existing Existing Existing Existing Existing Existing

WebsiteProjectManager

$55,000-$65,000

$13,750-$16,250

$68,750-$81,250

7.1.10 $75,000 $97,000


$45,000-$55,000

$11,250-$13,750

$56,250-$68,750

7.1.10 $62,500* $0

Digital Editor $35,000$45,000

$8,750-$11,250

$43,750-$56,250

1.1.11 $50,000 $0

Asst. DigitalEditor

$25,000$35,000

$6,250-$8.750

$31,250-$43,750

4.1.11 $37,500 $0

SIG Moderator $20,000 $0 $20,000 9/1/10 eliminate $3,333 $20,000

ARC Editor $20,000 $0 $20,000 $20,000 $20,000

Intern ($10hr) 24 hr(per wk x 48 wks

$0 $11,520 $11,520 $11,520

TOTAL $334,800 $226,100

NOTE: FY11 Salary/Benefit Costs are based on a mid-point range for salary base

* Can self-fund the Interactive Content Manager if hired on 12/1/10 ($42,000 = 7/12 of $75. Money from Proj Man (22) and SIG Leader (17))

67

7. Plan Implementation Summary

Content Development/User Experience SummaryContent Development/User Experience Summary

Technology InitiativesTechnology Initiatives

Human Resource Needs Human Resource Needs

68

Content Development/User Experience Summary

Initiate the multi-step rolling audit: audit, content map, gap analysis, editorial calendar, metrics plan 15-16

Consistently develop content via build (AMA Created) and acquire (partners/purchase) options supplemented/strengthened with a partner service program

17-23

Implement the content formats enhancement recommendations: RSS Feed, Blogs, Web/podcasts, E-Newsletters, E-Books

24-36

Update the style guide and oversee company-wide compliance/quality control 37

Implement search optimization/traffic generation initiatives 38-41

Develop a year-round marcom support plan 42-43

Pro-actively expand content distribution using a wider variety of channels to broaden reach 44

Develop enhanced personalization features 46-50

Unhinge the content from the source: ARC redesign, topical templates, related content integration 51-52

Enhance/expand the customer engagement touch points: Community, Listening Strategy, Advocacy Program

53-54

Improve differentiation in content access for all gated levels; enhance member value proposition 55-56

Creation

With a fully implemented HR plan, the following actions would be initiated:

Display

Promotion

Distribution

Personalization

Gating

Search

Creation

Unhinge Content

Engagement

PAGE

69

Technology Initiatives

Content Area CY10 Planned (page # sampling)) CY11 Ideas (page # sampling)

Creation E-Commerce (22, 23) Content Partner Widget (23) Blog platform (27-29)

Display No technology....human resource needs No technology..human resoruce needs

Search Omniture Web Metrics/Analytics (16,29,35,41)

Omniture Web Metrics/Analytics (16,29,35,41)

Promotion Trial MembershipHome Page Flash (23)

Distribution

Personalization Personalized Home/Landing Pages (46-50)

Unhinged Content Gating/Template Redesign (32,33,37,50,52)

Engagement AMA Connect Community (Telligent) (54) Customer Feedback Channel (54)

Gating Gating/Template Redesign (32, 33, 37, 50, 52)

Approximately one-third of the content development initiatives require (or would beSupplemented) by technology enhancements

70

Human Resources Summary

Director of Online Content


Website ProjectManager

Community Administrator

Digital EditorWeb UI Designer

(75% of time devoted to Marketing)

ARC Editor(Part-Time)

Associate Digital Editor

Intern(Part-Time sort of)

Approximately two-thirds of allcontent development recommendationimplementation relies on a commitmentto human resource staffing

Documents

MarketingPower Website Plan