MarketingPower Content Roadmap Revised: 5.19.11

1. MarketingPower Content Roadmap Revised: 5.19.11

2. Contents • AMA Content Definition • MarketingPower Mission • MarketingPower as Knowledge Center • MarketingPower as Industry Differentiator • MarketingPower Content and Member Value • MarketingPower Content Strategy • AMA Primary Target Audiences • AMA Content Objectives • MarketingPower Content Approach • Content Evaluation Criteria • Current Content Inventory • By Format • By Originator • MarketingPower Content Action Plan • Key Pillars of Content Strategy • Content Roadmap • MarketingPower Content Organization • Key Elements of User Experience • Content Organization Objectives • Usability Challenges • Content Organization Options • Option A: Content Organization Solutions • Option A: Example: Redesigned Dashboard Navigation • Content Action Plan Schedule • Appendix • Heuristic Website Evaluation • Content Needs Assessment Survey • Website Audit and Gap Analysis • Website Content Organization Plan

3. AMA Content Definition AMA MarketingPower Content is information and knowledge organized around specific subject matter which is delivered in varying degrees in multiple formats to provide relevance and value to the end user.

4. MarketingPower Mission • MarketingPower as Knowledge Center • MarketingPower as Industry Differentiator • MarketingPower Content and Member Value

5. MarketingPower as Knowledge Center MarketingPower is the global go-to resource for marketing information and knowledge for marketing professionals. The AMA’s inventory of content assets is a reflection of what the AMA stands for: quality, value, relevance and knowledge.

6. MarketingPower as Industry Differentiator Goal: MarketingPower provides marketers a knowledge center that is the best, single source for marketing content

7. MarketingPower as Industry Differentiator Goal: MarketingPower provides marketers a knowledge center that is the best, single source for marketing content.

8. MarketingPower Content and Member Value The MarketingPower Knowledge Center not only is a critical industry differentiator but also reinforces the overall value proposition of AMA Membership. From a content perspective, member value is demonstrated in the following ways: Content Gating Content Customization Existing Planned* Existing Planned* • Members-Only Content • Marketing News • Journals (subscription) • Magazines (subscription) • Webcasts • Select Partner Articles • Aberdeen Research • AMAConnect Content • TBD** • By membership status • By content category • By specific contentoffering • Select (3-4) articlesand (3-4) events on Home Page (logged-in state) • Home PageCustomized View(marketer role) • Resource LibraryCustomized View(topic preferences) • Career Customized View (marketer role) • CustomizedMember Confirmations **Business requirements for two major development projects will be developed in CY2011 to implement a comprehensive gatingand personalization website strategy

9. MarketingPower Content Strategy • AMA Primary Target Audiences • AMA Content Objectives • MarketingPower Content Approach • Content Evaluation Criteria • Current Content Inventory

10. AMA Primary Target Audiences Primary Target Audiences: • Mid-level marketers • Mid-level marketing specialists • Early- to mid-career academics • Mid-level qualitative and quantitative researchers

11. AMA Content Objectives EDUCATE PROBLEMSOLVE INFORM INSPIRE In addition to supporting the AMA’s overall business objectives of “Connecting, Informing and Advancing,” AMA Content serves to meet one or more of the following primary objectives: Existing content which helps a marketer solve a specific problem or address a challenge. Existing content which adds to a marketer’s overall knowledge base but may not meet a specific need. Existing content which serves to inspire marketers to think differently or take a new action.. Existing content which serves to teach the end user a new technique, tactic or discipline. • AMAConnect™ • Marketing Resource • Directory • Chapter Resources • Careers/Job Board • Publications (journals, • magazines, newsletters) • Partner content • Podcasts • Webcasts • Research studies • AMAConnect™ • Social media updates • ELMAR • Conferences • Virtual events • Chapter resources • Press releases • Conferences • Marketing News • columns • Virtual events • Webcasts • Podcasts • In-person events (conferences/seminars) • Webcasts • Virtual events • Regional meetings • AMAConnect™ • Dictionary • Certification

12. Current Content Inventory: By Format Users of marketing content desire to consume information in multiple ways. The AMA provides content to its target audiences in a variety of formats to meet this need. Text Multimedia In-Person • Articles • Publications (print and • Digital) • Social media posts • and updates • Presentations • Spreadsheets • Templates • Research studies • Sales collateral • Directories • Dictionary • Job listings • Guides • Forms & applications • Images • Video • Audio files • Webcasts • Virtual events • E-learning • Ads • Conferences • Boot camps • Training series • Spotlight forums • Regional meetings

13. Current Content Inventory: By Originator AMA Created AMA Acquired AMA Aggregated • ARC content • Job board listings • Chapter events • Created by AMA StaffJournals • Magazines • Newsletters • Podcasts • Curriculum • Chapter communications • Blog posts • Social media posts/updates • Forms/applications • Volunteer leads • Communications • Created by AMA Audience • ELMAR posts • AMAConnect posts • AMAConnect text and • multimedia files • Article comments • Blog comments • Virtual event chat • Acquired via Partnership: • Content partner • (articles, research, • multimedia, dictionaries) • Sponsors (webcasts, • podcasts, white papers, • virtual event presentations) • Advertisers (digital and • print ads) • Event Faculty • Purchased/Distributed: • News feed • CMO Journal • ELMAR • Job board

14. Key Pillars of Content Strategy • Content Roadmap MarketingPower Content Action Plan

15. Key Pillars of Content Strategy I II III IV Content NeedsAssessment Content GapAnalysis Content Plan Content Audit Objective: Based onContent Gap Analysis,develop a content actionplan including contentcreation, acquisition andaggregation. Deliverables: Creation of enhanced partner value proposition List of content partners topursue to address contentgaps Within partner base, plansfor custom content programs to meet nichecontent needs Organization-wide editorialplan to ensure all contentcategories are in alignmentwith plan Time Frame: 10/2011: Objective: Based on the results of both the Auditand Content Needs Assessment Survey, identify gaps in contenttopics, formats and targetsegments. Deliverables: A reportdefining primary andsecondary content topics,specific content formatsto pursue and marketingsegments to address incontent offerings. Time Frame: 8/2011 Objective: To identify the content needs and preferences of AMA members and the MarketingPowerregistrant audience. Deliverables: Surveyresults will help answerquestions relating to preferences for contentsubject matter, formats,delivery mechanisms andobjective. Time Frame: 9/2011 Objective: To quantify and qualify the existinginventory of MP.comcontent assets.Deliverables: Anitemization of all MP.comcontent based oncategory, topic, formatand date. A reportsummarizing resultsof audit in terms ofcontent topics, formats,target segment, age, source and gating.. Time Frame: 6/2011

16. Content Roadmap • Step 1: Define Primary Content Topics (answers “What is the right content?) • Analyze results of Content Needs Assessment Survey • Identify MarketingPower keyword search trends • Identify primary AMAConnect buzz keywords • Collect and analyze primary tags utilized on existing MarketingPower content • Collect and analyze primary tags utilized in AMAConnect content • Identify primary topic preferences indicated by members/registrants • Step 2: Assess Current Breadth/Depth of Content Offerings (answers “Do we have enough content?”) • Utilizing Website Audit/Gap Analysis results, compare existing inventory (by subject matter, content type, marketer segment) to primary content topics • Identify primary content topics and content types which are lacking in either breadth or depth of coverage • Step 3: Develop Content Creation/Acquisition Plan to Fulfill Identified Content Needs (answers “How will we get more content?”) • Identify potential content partners (organization and individuals) and develop corresponding value proposition program to ensure ability to attract and retain partners • Within partner base, devise custom content programs to meet niche content needs (i.e., e-books, podcasts, guest columns, co-branded research, tools, etc.) • Devise organization-wide editorial plan based on identified content categories to ensure all content categories are in alignment with plan (webcasts, podcasts, AMA publications, multimedia, etc.)

17. Key Pillars of Website Organization Heuristic Evaluation ContentGating Plan ContentOrganization Plan Objective: Based on results of Heuristic Evaluation, Content Assessment Survey andGating Strategy, identify business requirements for a content and navigation re-organization plan for MarketingPower. Deliverables A workand cost estimate for re-organization planbased on businessrequirements provided. Time Frame: 11/2011 Objective: To identify website design and structural challengesimpacting user experience Deliverables: An in-depthevaluation of the followingkey areas: Home Page, Resource Library, Search Interface, Search Results, Site-Wide and ContextualNavigation. Time Frame: 6/2011 Objective: Define gating strategy and business requirementsassociated with gatingimplementation. Deliverables: A gatingplan including all onlinecontent categories that supports AMA membervalue proposition whileserving to engage and/or convert non-membervisitors. Includes consideration of premiummembership benefits, members-only content andResource Library subscriptions. Time Frame: 9/2011:

18. Key Elements of User Experience • Content Organization Objectives • Usability Challenges • Content Organization Options • Option A: Content Organization Solutions • Option A Example: Redesigned Dashboard Navigation MarketingPower Content Organization

19. Key Elements of User Experience Three primary interrelated elements form the foundation of an effective website user experience. ContentOrganization Navigation Search • How is content categorized (content type, content source,content type)? • Which content categoriesare assigned to each website channel? • How do visitors move from onechannel to another? • How do visitors move from onecontent area to another withina channel • What navigation controls areprovided to facilitate navigation?(i.e., drop-down menus, roll-overs, pop-ups, buttons) • Where is the position andplacement of General Searchand Advanced Search? • How are search results configured? • What search filters are available to visitors? • Where can visitors refinetheir search criteria?

20. Content Organization Objectives • Content Categorization:Organization of MarketingPower content should ensure the following: • Content should be located within appropriate (as visitors would expect to find it) channels • Content categorization should allow for primary ways in which visitors expect to find content (content subject matter, content type) • Content categorization should be tied to navigation and search mechanisms • Navigation: Intuitive controls and mechanisms must be provided to allow visitors to easily move from one content area to the next • Global navigation dashboard • Drop-down menus • Channel navigation menus • Scrolling controls • Site map • Anchor links • Breadcrumbs Navigation mechanisms should also provide visitors the ability to easily navigate based on their preference (channel to channel, content type to content type, content topic to content topic) • Search: MarketingPower structure must accommodate all key ways visitors search for content • Browse (all content, by content type, within topic specialty) • Search (by keyword in general search, utilizing filters in advanced search field)

21. Usability Challenges Based on informal feedback from site visitors and analysis of general best practices, the following are some inherent MarketingPower architecture challenges that may be impacting the user experience. Results from a planned Heuristics Evaluation may confirm or refute this hypothesis. • Website Channels: Website has insufficient number of channels to meet AMA’s content needs (i.e., Lack of Membership Center) • Topic Search: Visitors are unable to easily locate content based on topic or content type • Visitors can utilize the general search/advanced search options • Visitors can utilize a drop-down menu topic search located on Resource Library landing page • Content Organization: Some content is stored in inappropriate or unexpected channels • Search Filters: Insufficient filters are provided within search results pages. Existing filters in certain content areas are not intuitive (events, general search results) • Advanced Search: Advanced Search options are not easily located • Content Templates: Certain templates (articles) do not provide intuitive access controls

22. Content Organization Options The following three solutions are recommended for re-organizing MarketingPower content in order to facilitate navigation and search. The options range from Full to Intermediate to Partial based on the extent to which they resolve the identified website usability challenges as well as work effort and complexity. Option A: Full Solution Option B: Intermediate Solution Option C: Partial Solution • Redesigned Navigation Dashboard (2 new channels) • Channel drop-down navigation menus • Dynamic Topical and ContentType Landing Pages • Topic-focused Advanced Search Results Pages • Relocation of existing content tonew channels • Redeveloped Resource Librarylanding page to include Topic-based and content type-based menu • Menu topic categories to bedirected to pre-populated Advanced Search Results pages • Addition of search filters to Advanced Search Results pages • Channel dashboard drop-downmenus • Redeveloped Resource Librarylanding page menu to includeTopic-based menu • Menu topic categories to be directed to existing AdvancedSearch Results pages • Removal of existing Searchdrop-down widget and reconfiguration of existing layout • Channel dashboard drop-downmenus

23. Option A: Content Organization Solutions The MarketingPower Heuristic evaluation will validate and identify any significant usability challenges including content organization, navigation and search. The following suggestions are possible solutions to primary usability challenges should they be confirmed in the Heuristic Evaluation. • Global Navigation Dashboard Redesign existing dashboard to include 2 additional channels (Home, Membership Center, Resources, Publications, Events, Career Center, Community, About Us.) • Development of Navigation Drop-Down Menus to Facilitate Navigation Behavior Within each channel, develop a drop-down menu allowing users to locate and quickly navigate to specific content areas (see associated chart). • Development of Topical and Content Type Landing Pages Topical landing pages will facilitate a visitor’s search for content by topic and would include the following elements: • Featured Content Offering • List of Most Recent Content Offerings • Widgets featuring recent content by type (events, multimedia, articles, etc) with a facility to view Full List (the visitor would then be directed to a Search Results Page with pre-populated results based on topic) • Widgets for targeted advertising and/or Sponsored Links • Twitter Feed based on topic • Widget displaying most recent Members-Only content • Enhanced Advanced Search to include Additional Filters Based on the content type, additional search filters would be integrated into the advanced search results page allowing visitors to better refine their search

24. Option AExample: Redesigned Dashboard Navigation Professional Home Member Center Development Career Community About Us Resources Find ContentBy TYPEArticlesBenchmark Reports Best PracticesCase StudiesE-BooksPodcastsPublicationsResearchToolkitsTrend ReportsWhite PapersOther SOURCE Aberdeen Mktg NewsFocus Mktg ResearchColloquy Mktg ResearchersEpsilon PR NewswireGfK POPAIHSMAI SNCRISBM TalentZooJournal Target Mktg Mktg WOMMAJIMJMR MOREJPP&M TOPIC Advertising HealthcareAcademia InteractiveBranding MeasurementB2B NonprofitCareer PromotionCRM ResearchDirect Retailing Global Strategy Other • MarketingPower content would be organized into 7 key channels: Member Center, Resources, Publications, Events, Career, Community and About Us • Content within each channel could be easily found with drop-down menus. (For example, the Resources channel would allow visitors to find content based on Content Type and Content Topic.) • Within each Topic category, a results landing page would allow users to refine their search via a variety of filters (title, date, content type, author, source, etc.) • Within each Type category, the results landing page would allow users to refine their search via a variety of filters (title, topic, date, author, source, etc.)

25. Content Action Plan Schedule Content Action Plan Schedule

26. Action Plan Schedule • ■ Content Audit (6/2011) • ■ Content Needs Assessment Survey (8/2011) • Define Objectives (based on multi-department input) • Draft Survey Questionnaire • Solicit Researcher Feedback on Survey Design • Create Survey using Third-Party Survey Tool • Develop and Distribute Email Survey Invitation to Members/Website Registrants • Analyze Results • ■ Content Gap Analysis (9/2011) • Itemize website content by type, title, subject matter, date and source • Analyze inventory and identify gaps in content type, subject matter and target segment • Capture results and propose recommendations for Content Plan • ■ Content Plan (10/2011) Content Organization Plan: • Heuristic Evaluation (7/2011) • Define Objectives and Focus • Develop RFP • Select Vendor • Conduct Heuristic Evaluation • Conduct Usability Study (Optional) • Identify Website Challenges • Develop/Revise Content Action Plan based on Results • Content Gating Plan • Members-Only Content • Subscription Content • Gating Mechanisms • Content Organization Plan (10/2011) • Based on evaluation, survey and audit results, define content categories • Devise business requirements tied to organization plan including content structure, navigation and search • Determine work and cost estimate associated with implementation of Organization Plan

27. Heuristic Website Evaluation • Content Needs Assessment Survey • Website Audit and Gap Analysis • Website Content Organization Plan APPENDIX

28. Heuristic Website Evaluation What Is It? Heuristic evaluation is a form of usability inspection where usability specialists judge usability principles (the "heuristics"). Usually two to three analysts evaluate the system with reference to established guidelines or principles, noting down their observations and often ranking them in order of severity. Heuristic Evaluation Focus: The MarketingPower Heuristic Evaluation would focus on the following elements: • Home Page • Does it support multiple ways to reach content? Does it highlight the best ways to reach content? • Does it orient the user to what the site is about and content is available? • Does it serve users who have been here before and know what they’re looking for? • Resource Library • Is content organized so users can easily locate it? Is content appropriate to the channel? • Is content organized and searchable within the Resources Library that is in alignment for how users search for content? • Does it provide a clear indication of the breadth and depth of content resources? • Search Interface • Is it easy to find and consistently placed? Is it easy to use? • Does it support revision/refinement? Are query builders used effectively? • Search Results • Are useful results available at the top of the list? • Is it clear what the query was? Is it clear what was searched? Is it clear how many results were retrieved? • Are useful components displayed per result? Are the results grouped in a useful way? • Site-Wide Navigation • Is it possible to move through the site without experiencing click fatigue? • Are breadth and depth balanced? Are labels clear and meaningful? • Contextual Navigation • Is it clear where I am (in terms of where I am in the site)? • Are there a few navigation options that lead me where I’d want to go next? Are they clearly labeled?

29. Content Needs Assessment Survey Objective: To identify the content needs and preferences of AMA members and the MarketingPower registrant audience Focus: Members and registrants will be queried on their content needs as they pertain to general marketing resources, in-person events, print publications, and multimedia content Outcomes: Results of the survey should provide insights on the following questions: • What specific marketing topics am I most interested in reading or learning about? • What specific marketing topics am I least interested in reading or learning about? • In what formats and delivery mechanisms do I most prefer consuming content? • What is my primary objective in searching for or obtaining marketing content? • What kind of marketing content is most valuable to me? (created, acquired, aggregated)

30. Website Audit and Gap Analysis Objective: To quantify and qualify the existing inventory of MarketingPower content assets and determine any gaps in content topics, formats and target segments. Methodology: An audit of all MarketingPower content, including articles, in-person and virtual events, multimedia offerings and member resources will be itemized according to content title, type, topic, date and source. Based on the results of the Audit, an analysis will be conducted for each content category to identify gaps based on subject matter, content type, content format and audience segment. Outcomes: The results of both the Audit and Gap Analysis will help inform and direct the next phase Content Partnership acquisition plan as well as the content roadmap for all AMA online content offerings.

31. Website Content Organization Plan Objective: Based on results of Heuristic Evaluation and Content Assessment Survey, identify business requirements for a content and navigation re-organization plan for MarketingPower. Focus: The re-organization plan would focus on 3 key areas: organization of specific content within key website channels; navigation controls and search mechanisms. Deliverables: Based on specific business requirements identified,AMA’s IT team will deliver work effort and cost estimates associated with each re-organization option. The estimate document would also include any consequences or specific ways the plan options would impact website performance, security and storage capabilities. Outcomes: The results of the website content organization plan and IT estimate will help direct the AMA leadership team in its decision making regarding a specific organization option and prioritization of the re-organization plan project.