Sterling Raphael is an entrepreneur, speaker and the founder & CEO of @NFiStudios, focusing on delivering innovative technology to associations and events around the world.

Many organizations are feeling the pressure to keep up with the times! It’s no longer beneficial or sufficient to offer “one size fits all” content to customers. So what’s the secret? Social networking seems to be the hot topic, so maybe that’s the ultimate solution. Or, perhaps businesses can move all their services/solutions to an online-store.  Either way, in this day and age, it is essential for associations to embrace a practical and achievable action plan for their digital future.

Associations must ensure their content is not just clutter on the Web. Well-defined, relevant, fresh knowledge is a tremendous magnet for prospective consumers.  This may sound like preliminary Web 1.0 advice, but surprisingly, many associations still aren’t doing Web 1.0 correctly. So, that’s the first step — go from Content to Knowledge.

The next step is to extend value by creating community connections around the knowledge.  This aspect of the digital strategy is centered on people and their ability to connect to the things that are meaningful to them.  Interaction is the key ingredient of any community Web site and group forming can be a powerful exercise.  This is web 2.0 at its finest, not just social networking, but professional knowledge sharing.

Finally, the association can extend to web 3.0+, relevant and semantic user experiences in an interactive marketplace. Associations can facilitate the knowledge, connections and business of its industry. People collaborating online, exchanging business ideas, sharing and contributing knowledge.  Effective strategic planning and measurement will lead to better ongoing results.

In summary…

Step 1: Knowledge (Web 1.0 done right)

Goal: Convert content to knowledge

Approach:

• Harvest existing knowledge assets into central repository.
• Use analytics to determine which content is most popular. Analytics is a fantastic tool. With just a little search of your traffic stats you can learn about the tastes and demands of your members.
• Keep content easily accessible and fresh/current.
• Keep design/layout intuitive and consistent.

Technology Needs

• Content Management System (such as Drupal or ResultsDirect).
• Integrated Member Database (such as Avectra or Timberlake).
• E-mail Blast Solution (iContact or Highroad Solutions).
• Search Engine Optimization.

Step 2: Connections (Web 2.0)

Goal: Turn member database into community of connections.

Approach:

• Allow for user generated feedback to ensure content (knowledge) is meaningful: ratings, commenting.
• Facilitate collaboration and knowledge sharing through integrated professional networking solution with features including member profiles, messaging, groups and resources.
• Connect outside organization walls with Social Media (Facebook, Twitter, LinkedIn, YouTube, Flickr).

Technology Needs:

• Integrated Professional Networking Platform (MemberFuse).
• Social Media Aggregation (HootSuite).
• Web Analytics (Google Analytics).

Step 3: Marketplace (Web 3.0+)

Goal: Create a marketplace through relevant knowledge, connections and products.

Approach:

• “Productize” all Content.
• Deliver Relevant/Targeted Content.
• Offer Personalized User Experiences.
• Distribute and Connect with Video, Mobile, RealTime.

Technology Needs:

• Fully integrated E-Commerce/CMS /AMS/Community.
• Video Content Repository (Viddler).
• Mobile, RealTime (Mobile App /Google Wave).

Related Posts:

• Social media revenue: Which platform brings in more for you?
• Five tips to maximize your online content
• How to make time for a “small bite” of community
• How associations can engage a crowd of curators
• Social Strategies for Associations – Clarity (Part 5)