1 Community Platform Advisory Committee August 21, 2009.

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Community PlatformAdvisory Committee

August 21, 2009

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Agenda

Community Strategy Platform Assessment Community Planning Implementation Roadmap

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Community Strategy

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Community Platform: AMA Benefits

Provides a competitive point of difference Will serve to distinguish the AMA in the marketplace

Fulfills an essential member need

Providing members with an online platform to easily identify, connect with and maintain relationships is a critical value-added membership benefit

Will fuel an increased likelihood of membership renewals/ become a key driver for attracting new members

MarketingPower.com traffic will increase Social networking platforms result in persistent engagement from users leading

to increased Web traffic for both the MOD site and general search engine rankings

Overall site content will be deeper Adds a contextual level of content via community-based, real-world

commentaries and experiences that can’t be achieved otherwise.

Real-time member feedback can be obtained Can easily gather real-time market intelligence from members and potential

customers on their informational needs and wants

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Community Platform: Member BenefitsThe online social networking platform addresses members’ shared goals:

Enhanced learning and expertise

Valuable dialog and response to questions

Business development

Career development

Professional and personal validation

Recognition as a subject matter expert

Enhanced reputation and credibility

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Community in the Virtual World

My Profile

About Me

ME

My Site

My Content

My Contacts

About Others

My Groups

Group Content

A B

C D

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What Can I Do in the Community?

Create a profile Join a group Create a group Publish a post Rate content Comment on content Answer a poll question Search for people Search for content Create a blog

Invite a friend Add a Wiki entry Follow the activity of a friend Subscribe to content Share content Earn recognition points Upload/download Content

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Events

Journals

Career

VendorSuggestions Academic

NonprofitMarketing

CollegiateInterests

Chapters

Research

CommunityGroups

Job Descriptions

AnalyticSoftware

JMR

MarketingResearch

ConferenceAMA

Atlanta

Finding a Job

Fundraising

AlternativeTeachingMethods

ResearchPanels

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AMA Multi-Channel Community Plan

AMA Community Platform

(Basic social media tools and

networking features)

Other Social Networking

Sites

--Facebook

--LinkedIn

--Twitter

Advanced Customized Community Applications

Community strategy involves a multi-channel approach:

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External Social Networking

PARTICIPATION:

Facebook: 1,480+

LinkedIn: 2,600+

Twitter: 3,760+

GOALS:

● Membership Lead Generation/Prospecting

● Brand Awareness

● Promotional Vehicle

● Feedback/Dialogue Channel

MarketingPower.com

GOALS:

● AMA Member Networking

● Membership Value

● AMA Loyalty

● Member Retention

● Member Segment/Niche Communication

● Increased Engagement

● Feedback/Dialogue Channel

Internal Social Networking

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AMA Community Platform – Success Indicators

Social Media Survey (January 2009)

Results (4,823 participants) indicate AMA members would welcome Community Platform

56.7% indicated they would be highly or somewhat likely to participate in an AMA online community . Forums/message boards (66.8%), groups (50%) and blogs (39%) were cited as most valuable

features. More than a third (37%) of respondents utilize social networks for professional networking. The majority (69.7%) indicated social media tools/networking is very or somewhat important for their

business and career. Nearly half of all respondents reveal they use social networks up to 1-3 times a week.

Focus Group Research (November 2008)

Qualitative feedback indicates strong interest in a Community Platform providing fordeeper engagement with the marketing community, especially at the niche level.

Strong interest in Community Platform concept, especially among marketer members Networking with subgroups of broad marketing audience primary benefit Ability to search both people and content cited as beneficial features Researcher participants expressed interest in AMA Wiki Customization of platform to meet AMA member segment needs perceived as important The AMA Community Platform would be valuable in forming Chapter connections

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Current Adoption BehaviorCurrent adoption behavior of various existing social networking tools indicate interest in and support of community features.

Twitter 3,700+ followers in 3-month period Quality of followers: AMA Chapters and Industry Leaders (Oywang; Brogan; Kawasaki; Tony Hsieh)

LinkedIN—2,600 members; Facebook—1,480 members Weekly Poll—600-900 participants SIG Participation

Recent promotion encouraging SIG members to network netted the following results: More than 320 posts A total of 650 click-throughs on thread discussion 120% increase in participation (Service, Healthcare and Internet) 75% increase participation (Nonprofit, B2B, Higher Ed and Branding) 60% increase in participation (Marketing Research and Marketing Strategy)

AMA Chapter Community LearningResults of social networking efforts amidst AMA Chapters, such as the Boston chapter, indicate success in utilizing a Community Platform as a membership acquisition tool. Since launching in July 2008, AMA Boston’s online community netted the following results:

21 Groups 832 Marketers 73 Discussions 114 Blog Posts Improved Member Conversion Cycle to 32 days Increased retention

AMA Community Platform – Success Indicators

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Platform Assessment

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Community Platform Requirements Supports a broad menu of Social Media Tools User friendly platform Provides the ability to find and connect with community

users Provides the ability to find and access content Enables content sharing

(upload/download/store/email) Provides the ability to meet community needs of a

segmented and broad-based audience Provides analytics and reporting

(understand sentiment and interests)

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Platform Evaluation Process Assessed and selected vendors

Reviewed various industry position documents and reference materials assessing the community vendors, positioning, breath of offering, strength of organization and ability to deliver.

Issued vendor RFP Assembled and obtained responses to a Request for Proposal addressing 15

topic areas and over 130 questions covering Company, Licensing, Product Roadmap, Data Migration, Features/Functionality, Technical Support, etc.

Conducted vendor Interviews Conducted assessment interviews driven by the RFP, focusing on product

capabilities, and technology fit. Conducted product demonstrations

Road show of the various vendor product features and extension capabilities. Established product test sandbox

Test drove product as a user and administrator. Performed technical assessment

Reviewed technical architecture, code base and interfaces. Conducted product feature/customization capability review

Detailed business and technical review of product’s out-of-box and customization capabilities, focused on business requirements.

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Platform Fit Evaluated 4 Vendors

(Lithium, Jive, Telligent, Microsoft SharePoint)

Assessed Business Fit Time to Market Vendor Viability & Market Position Product Feature Support

Groups, Forums, Blogs, Wikis, Profiles, Personalization

Assessed Technical Fit Platform Compatibility Customization Capabilities Integration Capabilities Security Capabilities

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Platform AssessmentCriteriaCriteria LithiumLithium JiveJive TelligentTelligent SharePointSharePoint

Vendor Viability + ++ ++ +++

Time To Market ++ ++ +++ +

Business Fit + ++ ++ +++

Technology Fit + + +++ +++

Customization + + ++ +++

Personalization + ++ +++ +++

Security ++ ++ +++ ++

Cost ++ ++ +++ +

Legend: + Good; ++ Better; +++ Best

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SharePoint/Telligent Pros & ConsProsPros ProsPros Cons/TradeoffsCons/Tradeoffs

SharePointSharePoint Microsoft strategic productMicrosoft strategic product Greater flexibility and customization Greater flexibility and customization

capabilities via .Netcapabilities via .Net Ability to support business need through Ability to support business need through

custom developmentcustom development Large service and solution networkLarge service and solution network No #1 Software Product VendorNo #1 Software Product Vendor Builds on existing AMA product Builds on existing AMA product

(MarketingPower.com)(MarketingPower.com) Known technologyKnown technology

Higher development costsHigher development costs 3 year innovation cycle3 year innovation cycle Not a external community platform productNot a external community platform product Longer development and break/fix cyclesLonger development and break/fix cycles Small community customer base Small community customer base

TelligentTelligent Marketplace Leader with Proven TechnologyMarketplace Leader with Proven Technology Built on and integrates with Microsoft Built on and integrates with Microsoft

technologiestechnologies Microsoft Partner & Community VendorMicrosoft Partner & Community Vendor Large cummunity customer base 3000+Large cummunity customer base 3000+ Profitable since inception with strong financial Profitable since inception with strong financial

partnerspartners 60%+ out-of-box capabilities to meet 60%+ out-of-box capabilities to meet

business needsbusiness needs Quick innovation cycles (1yr)Quick innovation cycles (1yr)

Market consolidation acquisition riskMarket consolidation acquisition risk Limited ability to customize to AMA needsLimited ability to customize to AMA needs Proprietary technology – higher costs to migrateProprietary technology – higher costs to migrate No internal or service partner experience with No internal or service partner experience with

technologytechnology Constrained by vendor innovation priorities Constrained by vendor innovation priorities

which may not align with the AMAwhich may not align with the AMA Higher contract service costsHigher contract service costs Limited service partner networkLimited service partner network Higher cost for upgrades for testing Higher cost for upgrades for testing

customizationscustomizations

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Recommendation: Telligent Vendor Viability

Top Analysts Pick (Forrester 2007 & 2009 Reports) 3000+ Clients

Business Fit Proven Community Framework

Extensive Community Features Rich Administration Facility Simple Interface Strong User Personalization Capability

Technical Fit Flexible Platform Rich Integration and Security Model Integrates with Microsoft SharePoint MS Partner and Community Vendor

Quick to market/most cost efficient 5 – 7 months to launch 60% - 70% Out of the Box Capability

Customize 30-40% to AMA target audience needs

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Community Planning

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Community Phased-In Plan

Phase I Phase 2 Phase 3 Phase 4

Customized ProfilesMy Site (personal

community view)Bookmark/Store Content Idea Exchange

Public Community View Private and semi-private group discussion forums

Colleague InvitationsCareer Resources (job descriptions/resume library)

Public CommunityDiscussion Forum

Content Search Community Badges Academic Data Repository

Upload/Download Content

Rate/Comment on Content

Ask the ExpertRelated Colleagues

Public Community Groups

Sponsored/Advertising Models

Public and Group Calendar Research Competition

Featured Community Members Tag Content

Reward System

Foundation (Phase 1 and 2) Advanced (Phase 3 and 4)

The initial recommendation will deliver Phase 1 and 2 of the community vision

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AMA Community Platform Deliverables

AMA will cultivate community amongst its members via an online platform on MarketingPower that includes a robust menu of social media tools and social networking functionalities

CONTENT CONNECTIONS GROUPS

Upload/download content

View recent content

Search for content

Share content

Bookmark content

Tag content

Rate/comment on content

Create a blog

Create a profile

Search for people

Invite a friend

Engage in a forum discussion

Follow the activity of a friend

Join a public/private group

Create a group

Search for a group

Subscribe to group content

Connect with group members

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AMA Community: Member Value Member Benefit Phase I Phase II

Business community dedicated exclusively to marketers

●Marketing topic groups and discussion forums

●Public Community View (mktg news, featured

content, personalized welcome)

●Community access for all AMA members

and limited access to non-member mktrs

Social networking needs ofeach member segment

●Member-created groups based on interests

●Private/Semi-private groups●Group news/announcement

Customized community experience

for members

●Join public groups of interest ●Customizable My Site (personal view)

●Targeted advertising

Ability to collaborate withlike-minded marketers

●Robust profiles with professional/AMA data fields●People search based on multiple filters

tied to marketers’ needs

●Privacy settings for groups and forums

●Group membership lists●Follow activity streams of

group/individual members

One-stop shop for marketing content

specific to members’ interests

●Member-controlled file libraries in groups●Featured content display in groups●RSS Feed/E-mail subscriptions to group content

●Content search within groups, entire community and MarketingPower●Tagging content/Group-based Tag

Clouds●Bookmark content

User-friendly platform to createmarketing-related content

●Upload text and multimedia content●Topic-based wikis●Member-created forums

●Share content with others●Member-generated poll questions

Networking with AMA chapters ●Individual chapter groups/forums/file libraries

●Event calendar

Opportunity to build a personal brand

●Member-created blogs●Cross-posting on multiple blogs●Featured contributors●Personal avatar

●Rating/Comments●Reward System for community and

AMA activities●Display of AMA awards/volunteer participation/membership info●Integration with personal pages on

other social media sites

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Community Planning Action Steps

Since the presentation of the AMA Community Platform concept at the June 2009 AMA Board Meeting, a number of key action steps have been completed:

Development of Community Task Force An internal AMA Community Task Force was created representing key

divisions of the Association. The Task Force is charged with defining business requirements for the

Community and addressing key Community policy issues

Business Issues Identified A list of critical business decisions and issues associated with

development of an AMA Community has been identified.

Task Force Planning Meetings The Task Force has been meeting weekly for the past 10 weeks to

define business requirements for key elements of the Community platform.

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Community Planning: Work Completed Profiles

Identification of personal, professional and AMA profile fields; defined processes for integration with MarketingPower profile, privacy controls and required profile information

Policies Determined policies relating to content ownership, sharing of community content and a legal

age requirement for community participation

Rating/Recognition System Established systems for recognizing active participants (points-based recognition system

and five-star rating system to reflect community value of content)

Groups (AMA-defined) Identified public community groups (topic-focused, career, Mplanet, AMA-related, peer-to-

peer and general interest) and access level of each (public, semi-private, private) Determined common features/functionality for each group (blogs, forums, file libraries, wiki)

and appropriate widgets (member list, featured content, activity stream, calendar, etc.)

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Community Planning: Next Steps Define business requirements for Community elements

Social media tools (forum, blog, wiki, file library) Community-wide features (search filters, log-in, public community view, ads, online tutorial)

Develop Community policies

Access (members and partial access for non-members) Terms of Use and Community guidelines Violation reporting/response guidelines Privacy policy

Create and implement a communications plan Marketing/promotion plan Engagement of AMA ambassadors Seeding of group file libraries prior to launch

Map a Community measurement program Identification of KPIs to measure Development of dashboards Creation of reporting structure

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Implementation Roadmap

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Schedule

Process StepsProcess Steps DurationDuration

Envisioning 1 week

Creative 4 weeks

Customization 12 weeks

Testing 3 weeks

Implementation 1 week

Total 21 weeks

Once a contract has been signed, the community will take 5 to 6 months to launch

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Investment: Phase 1 and 2 Deliverables

Implementation Costs (Year 1)Implementation Costs (Year 1) Annual Costs (Year 2-5)Annual Costs (Year 2-5)

Capital Operating Exp Capital Operating Exp

Product

Licensing 112,000

Maintenance 22,000 22,000

Services

Development 134,000

Travel & Expense 26,000

Product Upgrades 40,000

MarketingPower Registration Revision 80,000

TIMSS Community Revision 36,000

Hosting/Hardware

Production Servers 25,000 25,000

Development Servers 12,000 12,000

Data Storage 1,000

Additional Bandwidth 6,000 6,000

Training 6,000 2,000

Total $362,000 $98,000 $40,000 $67,000