aca speech web content strategy

7/25/2019 ACA Speech web content strategy

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ASAE Technology Conference and Expo

You have 5000 Pages of WHAT?

ACAs Exper!ence "!#h $or%ula#!ng a We& con#en# S#ra#egy'(

Tuesday) *ece%&er +5) ,0+5

-aylord .a#!onal Ho#el

Wash!ng#on) *C

/al#!%ore 1 5

2' 2n#roduc#!on3

Once upon a time there was an association that lived barely across the border from

Washington, DC. Very nice people worked there. The members were also very nice

people. oth the members and the staff were well informed and took their !obs very

seriously. "veryone wanted to see the association grow and thrive. They produced lots

of good products and were the number one source for both their members and the

public about the profession.

ut, something really bad happened to this nice group of people. #t happened slowly

over time. They didn$t mean for it to happen % it !ust did. They became very frustrated

and ashamed of this thing that happened. &rom the outside everything looked great but

if you looked more closely % well you could start to see there were problems.

#t was things like'

roken ()*$s

+o easy path back to the homepage

search field that didn$t search

(gly ()*$s

#nconsistent navigation

Outdated content

#n addition to that the website was not dynamic or mobile friendly.

-o today we are going to tell you about the !ourney we took to rethink the merican

Chiropractic ssociation$s website. The key takeaways for today will be'

. /ow to wade through perceptions of what content is 0important1 and what content

is V#T* to the organi2ations mission.3. /ow to "+44" content leaders in the process of clean5up and decision5making

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6. /ow to develop a WO)7*" strategy to keep content clean and fresh going

forward

ut, first we would like to introduce ourselves (we should think of a way to make our

introductions more interesting by adding to our background something like last book we

read or favorite tv show):

*aura rmstrong

nne 8arie 8unson

7erri 8c4overn

Diane 8c8ahon

Dean 8illard

bout C

bout designDT

22' Ho" d!d #he "e&s!#e ge# #h!s "ay?

. Out of date technology

&or years money that should have gone to technology upgrades went to other

association pro!ects.

We were no longer on an upgrade path with our association management

system. Our association management system and our content management system

were not compatible with each other.

Our content management system was even out of business

3. Website became political

The leadership du !our would have ideas for the website and staff would make

it happen without it being part of an overall strategy.

-pecial favor to a colleagues business made our credit card processing

incompatible with our association management system % thus aiding us infalling behind.

6. +o internal ownership of the website

"veryone on staff had authority to change and update things creating

inconsistencies and mistakes.

There was no clarity of purpose on the website and no authoritative voice.

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Website took up enormous staff time as it was not easy to update a page

Often had to turn too e9pensive outside help !ust to make small changes to

the website.

The website became enormous, impossible to search, no real consistency in navigation

and very frustrating to both members and staff.

222' Ho" #o ge# your &oard #o spend %oney on #echnology

. Do your research before talking to your board 5a. Without establishing the fact that there is a problem then there is no

need for the leadership to buy into your solution.b. Do your homework and understand how outdated you are with

technology.c. sk the association staff :uestions and :uantify how long it takes

them to update a paged. /ave solid e9amples of things like the search function not working,

ugly ()* and how this is giving the association a poor image.e. Don$t assume they understand what you understand about

technology and how websites work

3. -tay one step ahead of your board %a. nticipate their :uestionsb. ;repare a few board members to be private champions and ask

them to help you convince others if necessary.c. "9pect someone in leadership to try and derail your effort yes$ vote before you ask the board

to vote

6. (nderstand the scope of your pro!ect before you start so you don$t have to

go back and ask for more moneya. Do you need a new 8- and C8-?

b. Do you need them to be on the same platform or does yourassociation have the bandwidth to navigate separate systemsc. 7now your budget, resources and timeline

24' /e clear on "e&s!#e goals and re!nven# "!#h purpose

. ;osition and brand C as a leading authority in chiropractica. The national association

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b. prominent healthcare organi2ation3. ppeal to all generations of doctors of chiropractic6. Deliver the finest user e9perience

a. 8ake it easy and make them return@. 8ake it the go5to resource for chiropractic

a. -trategic yet responsiveb. gile and scalablec. 8odern and mobiled. Te9t5rich but optimi2ed for -"O

A. /ow to get therea. Collaboration and participation

4' S#ep +3 S#udy "e&s!#e #rends for &es# prac#!ces

Design Trends

. )esponsive web design % web design should respond to user$s behavior

and environment based on screen si2e, platform and orientation. The

website should look e:ually good on desktops, laptops, i;ads, e5readers,

blackberries and mobile phone screens3. -crolling % the popularity of mobile web browsing has brought in the

popularity of long scrolling websites.6. &loating or flat web design %

-earch Trends

. 4o mobile or go home3. *ong5tail ()*$s are here to stay for a *5o5o5o5o5n5g time6. -ocial -ites 8atter@. Optimi2e for ** search engines

42' S#ep , 6 *o a deep d!ve on your "e&s!#e

. 4oogle nalytics of acatoday.orga. /ighly optimi2ed % top in 4oogle searchb. 8ost visited page % 0What is Chiropractic?1c. 6BB pages with BBB viewsd. *ots of bad links to nowheree. *ots of material with no identifiers to search

3. 4lobal nalytics % ale9a.com


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422' S#ep 6 7nders#and #he needs of your %e%&ers

When designing a new website for your members you must understand

their needs. Iou can conduct focus groups, do surveys, conduct usability

testing


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+ew ;ractitioner

"merging ;rofessional

Developing ;rofessional

"stablished ;rofessional

+onmembers

*eadership

;ublic

/ere is our persona for a0+ew ;ractitioner1

+ew practitioners have been in practice for less than five


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y contrast here is our persona for a 0developing professional?1

Developing professionals have been practicing from eleven


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. We bought post5it notes and flip charts3. We invited the entire staff for a whole day


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/ave a cycle for auditing content and removing old information or pages with no

visitors

lessons learned

#nvolve everybody but have a strong core team to make ultimate decisions

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aca speech web content strategy

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