1. Using Your Web Presence to Enhance Membership Value March 5, 2009 and Audience

5. How visible is your organization? Finding New Members

11. Offline Media Complements Online Search Source: iProspect Offline Channel Influence on Online Search Behavior Study, August 2007 Question: Within the last 6 months which of the following prompted you to go to a search engine to look for information on a particular company, product, service or slogan? (Select all that apply) Two-thirds of Online Search users are driven to perform searches as a result of exposure to an offline channel Television ad Word of mouth from friend / acquaintance Magazine / newspaper ad Company’s store / physical location Radio ad Billboard, indoor sports venue sign Ad / company name on company truck / van /car Ad / company name on taxi / train / city bus I have not preformed a search 0% 20% 40% 60% 100% Percentage of Online Search Users 33% 3% 7% 9% 17% 20% 30% 36% 37%

13. Good Visibility on Branded Terms

14. Branded Terms – Good Visibility

15. Local Search – They own the page.

16. Localized Keyword Search – - Visible - Partner links are important

17. Localized Keyword Search – Visible, but not in the broader context.

18. Regional Keyword Search – Not showing up

20. General (National) Keyword Search – Nice visibility on soccer facility

21. General (National) Keyword Search – No visibility

22. General (National) Keyword Search – Nice visibility “Wild Hockey” search

24. Branded Search – Good visibility considering the competition

25. Branded Search – Good visibility

26. Branded Search – - Good beginning on 3 rd Party Links

27. Keyword Search – Missing visibility on general keywords

28. Keyword Search – Missing visibility on general keywords

29. Keyword Search – Missing visibility on general keywords

30. Keyword Search – Missing visibility on general keywords

31. Keyword Search – Missing visibility on general keywords

32. Keyword Search – Missing visibility on general keywords

33. Keyword Search – Missing visibility on general keywords

34. Google Keyword Tool

37. Understanding a Search Results Page Organic Listings “Free” Pay-Per-Click Listings “Paid Advertising”

39. Metadata

42. PPC: Search Match #1 Search Match #2 Search Match #3 Search Match #4 - #7 Search Match Listings

43. PPC: Content Match #1 Content Match Previous #3 Fidelity.com loses placement in Content Match #2 Content Match

45. How Users See a Listings Screen

46. Adding Natural Search to a Paid Search Campaign Dramatically Boosts Performance Source: iCrossing, “Search Synergy: Natural and Paid Search Symbiosis,” March 2007. Online Performance % Change When Natural Search Is Integrated With Paid Search 92% 45% 45% 44% 41% 39% 0% 20% 40% 60% 80% 100% Clicks Actions Orders Page views Visitors Time on site

48. How can the web add value and help engage members/visitors? Providing ongoing value and engaging members

60. ?

82. Do you make it easy to leave? Retaining & renewing members/audiences

83. <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> try { var pageTracker = _gat._getTracker(&quot;UA-7323138-1&quot;); pageTracker._trackPageview(); } catch(err) {}</script>

89. Thank You for Participating Questions?