The document discusses five trends for the future of web strategies: 1) reducing friction, 2) increased competition in the "semantic economy", 3) emerging technologies on the horizon, 4) designing for varied user interests and technical capabilities, and 5) the need for robust, sustainable digital strategies. It notes that membership organizations face more competition, technologies like augmented reality will become more important, users' online experiences vary greatly, and digital transformations require executive support and careful planning.

1. Five Trends*
for the Future of
Web Strategies
TRADE ASSOCIATION FORUM
DEESON MEMBER COMMUNICATIONS

2. * "the future that is
already here"
TRADE ASSOCIATION FORUM
DEESON MEMBER COMMUNICATIONS

3. Trends in
Web Strategies
Simon Bostock
Digital Strategist
simonb@deeson.co.uk
twitter: i4_1

4. TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

6. CROSSPOLLINATION
TRENDS IN WEB STRATEGIES
DEESON MEMBER COMMUNICATIONS

7. CLIENT NAME: PROJECT TITLE

8. CLIENT NAME: PROJECT TITLE

9. Five Themes / Trends
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

10. ONE
- The Friction Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

16. Consequences
- How does usage change when you shift from ..?
- ... dial-up to broadband?
- ... desktop to tablet?
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

17. Notes
- Walt Disney and 'desire paths'
- Paving the Cowpaths
- Are you 'in the workflow' or 'outside the workflow'?
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

18. TWO
- The Competition Theme
- AKA The Semantic Economy Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

20. “For most of corporate
history, scale provided
benefits that went beyond
just consolidation of fixed
costs and negotiating
power, but also included
informational advantages...

21. ... Now, however, the scale
economy has been replaced
by a semantic economy,
where information flows
freely across once
impermeable boundaries of
firm and industry."

22. "Monetise the user, not
the channel"
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

24. Are you ...
... an organisation with a website?
OR
... a website with an organisation?
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

25. Consequences
- membership organisations who don't know they're
membership organisations
- massively increased competition
- the dangerously seductive notion of 'our members'
- Are you an organisation with a website or vice
versa?
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

26. THREE
- The Horizon Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

32. Consequences
- 'Semantic Economy' was (is?) possibly over-hyped
but people who know no better will do hugely
disruptive things with it
- Being a 'laggard' is immensely stressful
- Google Glass, Smart Watches, Augmented Reality
are toys at the moment BUT ...
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

33. FOUR
- The Fridge and Cockpit Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

36. " ... we assume the
harshest conditions
technically (outdated
browsers, slow
connection speeds,
etc.) and layer
enhancements from
there ..."

37. " ... we can assume
interest levels and
moods are equally
harsh ..."

39. Consequences
- A lot of the stuff we understand about 'marketing' is
dangerously out of date
- The internet isn't always a cockpit but a gigantic
fridge
- 'Be as smart as a puppy'
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

40. FIVE
- The Flying Fortress Theme
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

43. http://deeson-mc.co.uk/blog/articles/associations-digital-first

44. Consequences
- No more interns and the 'young person who uses
Facebook a lot'
- Executive sponsorship is essential
- Agency selection is critical (well, I would say that...)
- Open Source is (probably) the only sane option
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

45. Consequences
- Membership organisation websites are very big
beasts
- Branding or creative agencies often aren't used to
taking on Business Process Analysis projects
TRADE ASSOCIATION FORUM: TRENDS IN WEB STRATEGIES

46. Trends in
Web Strategies
Simon Bostock
Digital Strategist
simonb@deeson.co.uk
twitter: i4_1

47. Simon Bostock
Digital
Strategy
Emily Turner
Social
Strategy
Dominic Deeson
Publishing and
Comms Strategy

48. Trends in
Web Strategies
http://deeson-mc.co.uk/blog