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www.WebAnalyticsAssociation.org
WAA European Members' Discussion
Russell Square Hotel, London 22
nd
May 2008Members in attendance:
Jim Sterne (US), Neil Mason (England), Jim Williams(Scotland), Marianina Chaplin (England), Vicky Brock (Scotland), Zeljka Stojanovic(England), Tim Leighton Boyce (England), Rene Dechamps Otamendi (Belgium),Oliver Schiffers (Germany), Julien Coquet (France), Miles Bennet (England)
Key issues
What do European members feel they are missing out on?
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Relevance and awareness of the organisation at an EU level and countrylevel.
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Lack of local consideration in factors such as lobbying, standards and theissues focussed on by the WAA.
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No awareness or critical mass, so ineffective networking and difficulties toget local volunteers/sponsorship.
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Lack of natural language content on WAA site.
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In ability to tie in local language equivalents of the Yahoo group and WAAblog into the WAA site.
What are they other key pain points?
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Local activity process – it is not in place yet.
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Creating events locally and touching existing local members by promotionon the WAA site and by email has been very hard work and painful forvolunteers.
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Lack of clarity on who other committees and contacts are.
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Weak member value proposition and relevance.
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Times of US centred meetings/events an issue.
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Reimbursement/payments in US dollars problematic due to banking costsand delays faced by the volunteer.
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Battling a perception that it is only a US organisation.
How might we get there?
The group discussed two models: an associated EU body aligned to the WAA,effectively an EUWAA, and more efficient functioning of the internationalcommittee within the existing WAA model.Consensus was reached about the need to consult all European members (asurvey is already planned in conjunction with the research committee) and togather more information on the legal, financial and cost/benefit implications of asalaried member of staff and country level companies. Those for a EUWAA cited relevance, awareness and local focus as key benefits. ___________________________________________________________________________________ Draft two, Vicky Brock, 26th May1
www.WebAnalyticsAssociation.org
Concerns expressed against this view was additional layers of bureaucracy, costand the fact that creating another organisational level would not in itself solve theproblems highlighted.Further consensus was reached in agreeing that the existing processes of undertaking any WAA at are local level are either non-existent or inadequate andthat a joined up approach with simple, clearly communicated event/marketingprocesses, and local currency reimbursement is the most urgent internationalcommittee priority.
What are the implications of inaction?
International WAA volunteers are struggling with an uphill battle simply to getthings done. The committee is already stretched. Volunteer activity will dwindle.A global focus works for consultants, but practitioners and local vendors want anorganisation that focuses on their market.Countries will reinvent new competitor organisations that meet their needs if theWAA doesn't serve them well.Similarly, active communities will become embedded in cities and countries thathave no engagement with WAA. The industry risks negative legislation from the EU if lobbying activities are limitedto the US.Lack of localisation in terms of relevance of contact, standards and lobbyingfurther weakens the member value proposition.
What are the basic needs to be considered?
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A strong member value proposition for local members
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The ability to touch local members via access to newsletter/mailing list andevent calendar
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All local contacts and activities (such as country managers) on the site
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Links to local content, forums and blogs on site
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A localised perspective on standards and lobbying, with translation whereappropriate
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Local ownership of content, with translation where appropriate/required
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Support where activities (such as localisation) are beyond the manageableworkload and appeal of volunteers
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Consideration of EU time zones for general WAA activity ___________________________________________________________________________________ Draft two, Vicky Brock, 26th May2
www.WebAnalyticsAssociation.org
What steps should the WAA take next?Tactical:
1. Identify then fix key internal activity processes
An urgent priority is to sort out the International processes to help volunteers getthings done, for example getting events organised, promoted to local membersand potential sponsors, and activities sold and reimbursed in local currency.Processes currently not working include:
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Local currency booking/reimbursement,
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Access to local member email list to promote events.
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Development and measurement of localised content on the site,
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Maintenance of an up to date country manager
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Ability to add local activities on the site,
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Localised blogging
> Associated actions.Identify which countries want localised content Identify all contact points who need to be involved in discussions oncontacting local members, updating website content, publicising local WAAevents on the site and generating/approving localised content.A draft process document has already been developed, alongside acountry manager's pack, but has stalled from lack of input and uncertainty over existing contacts/process. Urgent input is required from theoperations committee (and possibly the regional events committee) toadvise on what the missing and incomplete steps in this process should be. This should then be re-circulated to regional/country managers for input.
2. Join up activities with existing committees/resources by usingBasecamp
Issue/reissue international committee participants Basecamp intranet logins sothey can be exposed to all existing documents and processes, can submit websitecopy to Suzanne (the webmaster) and updates and see the activities of othercommittees. ___________________________________________________________________________________ Draft two, Vicky Brock, 26th May3
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