When trying to make the case for investing in big picture web strategy - it is important to take a few steps back and connect the dots between your web, content, data & technology. Successful organizations understand the connections and the importance of each, then leverage and plan for them accordingly.
Tell your story
The best way to figure this out is to begin by articulating the story you want to tell in, say, 2 years. For example:
Our members are able to easily solve management issues by connecting with fellow members and knowledge experts, participate in conversations, and find solutions by searching through previous discussions.
or
Our members and customers are able to get everything they need on their personal dashboard - from subscriptions, topic feeds, setting up in-person or online meetings, browsing group activity, register for upcoming events, viewing their professional itinerary…
Once you have defined the story - then peel apart the layers and determine what data, content, and connections you will need to make this happen.
Your Data Strategy - Understanding your relationship with your members and customers
Based on the end result - determine what data you will need to both make this happen. You will also need to think about what information you will use to make decisions on future products and services. Typically, you start with understanding not only who your customers are, but how they are interacting with you (online and offline), and what types of content/topics they are looking for. You will also need to think about opportunities for gathering this information over time, how to gather the “trending” information, and how to manage this as part of your core data set.
Your content strategy - think and act like a publisher
Most associations have a large inventory of valuable, relevant content. Publications, white papers, articles, video/audio content, blogs, experts databases, etc. All of these, when packaged and delivered in the right context, are extremely valuable. If you can think and act like a publisher you will use your data to better understand what is of value, then repurpose/repackage and deliver content accordingly. Here you begin to value where other ’self organizing’ communities cannot.
Your Web strategy - Bringing it all together with Community, Connections, Conversation & Content
Your web strategy must be focused on nurturing/strengthening relationships and engaging members and other key groups. If your web strategy is successful, your organization will be the gathering place for your communities where they make connections through conversation while providing valuable content and tools in a relevant context.
Your technology strategy - connecting web, content & data to make your story a reality.
Technology is not the driver, it is the facilitator, and a good technology strategy is based on outcomes. Once you are clear on what you want to do, then involve technology in the conversation.
Don’t lose the plot.
With all of this said, it is good practice to continually re-assess your activities and identify how each initiative is helping to achieve big picture goals. Don’t be afraid to weak and improve as you go along.
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