SEMPO & Membership Benefits

[dannysullivan]

NOTE: THERE ARE CURRENTLY SEVERAL SEMPO THREADS GOING. PLEASE CLICK HERE (http://forums.searchenginewatch.com/forumdisplay.php?f=17) TO SEE THEM AND PLEASE CHOOSE THE RIGHT ONE FOR YOUR COMMENTS.

"Ask not what SEMPO can do for you; ask what you can do for SEMPO."

I'm paraphrasing what was said about member benefits at the recent SEMPO meeting, and it's also something that's been long said before -- including somewhat by myself, when I wrote (http://searchenginewatch.com/sereport/article.php/3071421) about SEMPO last year:

Why join SEMPO? I'd say, do it because you think that the profile of search engine marketing firms can be raised and that you see SEMPO as a way to help do this, through educational efforts. The site already offers case studies, a glossary of terms and links to resources as a first step in its educational mission.

The point was that SEMPO was originated to help propel the entire SEM industry ahead overall. But over the past year, there's been criticism that individuals in SEMPO or board members have done better than the industry itself. There's also been a sense that members DO want to see something concrete for their money.

For some background, see Mike Grehan Stirs Up SEMPO Controversy (http://forums.searchenginewatch.com/showthread.php?t=775) and SEMPO Meeting at SES San Jose 2004 (http://forums.searchenginewatch.com/showthread.php?t=894) threads.

In this thread, please post specifically about what you'd like to see SEMPO offer members or what you already may like that you get as a member.

[bethabernathy]

If this isn't the correct place to post, sorry in advance. I am trying to stay organized with the new threads.

I think Sempo is going to have to do away with offering advertising for their members as they are in direct violation of Federal Tax Laws. Specifically see:

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http://www.irs.gov/irm/part7/ch10s09.html

7.25.6.7.1 (10-19-1998)
Advertising Activities
Advertising that carries the names of members generally constitutes the performance of particular services for members. Thus, an association of the merchants in a particular shopping center whose advertising material contained the names of the individual merchants is denied exemption (see Rev. Rul. 64–315, 1964–2 C.B. 147) as is an association created to attract tourists to a local area, but whose principal activity is the publication of a yearbook consisting largely of paid advertisements by its members (see Rev. Rul. 65–14, 1965–1 C.B. 236). In another case, exemption was denied an association that published catalogues that listed only products manufactured by the members. See Automotive Electric Association v. Commissioner, 168 F.2d 366 (6th Cir. 1948).

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That said, a simple list of the members names should suffice. They offer plenty in terms of discounts that should be good enough. Although Sempo's board members specialize in sales and marketing, so they clearly realize that they would get a fraction of the membership without offering the advertising. Which they, BTW, are calling a a business directory.

[David Wallace]

I'd like to see them develop a code of ethics - not necessarily a "this is spam and this is not" type of thing - but a code of ethics that members have to abide by or they are out. That way consumers would have a place where they can hire trustworthy SEOs and SEMs. This would be similar to what the BBB does but only related to the search marketing industry.

I know they have stated that this is not their goal so until it is, I don’t see any other real reason to join and throw my support in.

[Elisabeth]

EDIT: whoops, even I might have been confused by this thread content - but I think it still applies - the biggest benefit I do get from this other association is being labeled a bonafide journalist and using the credentials to get work, discounts, and other free stuff;)

the only other organization I currently belong to is a snowsports journalism association so this may not be the best comparision - to join and get your 'credentials' you must present 3-5 pieces of published work that goes to a new membership review committee, and they are renewed every 2 years. I don't know that people ever actually get turned down for memberships, but there must be some basic guidelines the committee is using to approve members.

The only way I can think of a similar process to work, would be for prospective SEMPO members to submit a few case studies for review, plus client references, and the case studies could later be used by SEMPO for promotional purposes as well.

tactics may not necessarily be defined within the case, but it could have a window of completion/success - minimum 6 to 12 months.

[Marcia]

There can be privacy issues involved with individuals or companies revealing their work. Not everyone would be, or even should be, willing to provide even part of their client list to other individuals; nor do I believe anyone should be required to. Besides, it isn't always possible because of Non-Disclosure Agreements.

Unfortunately, the trust level doesn't always run very high, even within the industry - and, I might add, not entirely without good reason.

>>That said, a simple list of the members names should suffice.

I am in complete disagreement with that. There is no viable reason or justification not to link to member websites from the SEMPO site. There may be some problems with how it's being done, but that's another topic altogether, for which another thread would be a good idea because there are a few other related issues that definitely warrant looking into further.

[Elisabeth]

fair point, Marcia.

But I'm sure there's workarounds that could be done. A client could sign off on an approved reference only for work done, to be kept confidential to SEMPO board only, for example.

[projectphp]

In this thread, please post specifically about what you'd like to see SEMPO offer members or what you already may like that you get as a member.
1. Use the power of a member base to get discounts on relevant "things" would be nice.
2. Tangible research that can be quoted and used to promote SEM/O.
3. A constant, consistent voice. An article about SEM is written, SEMPO should be providing a sound bite. Negative press about SEM, get in there and correct it.
4. Information (and advocacy) on things that individual firms do not have the time or strength for, e.g. Mike Grehan's LookSmart example, and potentially any FTC rulings on issues like Paid inclusion.
5. A website that is a useful resource of SEM information that actual serves some useful purpose.
6. Better focus on each group SEMPO's goals impact on, e.g. the websiteshould have sections such as facts and info for marketing managers, including a breakdown by size of prospective SEM/O client (from fortune 500 to one person part-time startup), better info for prospective members (can't comment on info for current members), a section for the Press and one all about SEMPO's particulars, from bylaws to minutes to financials etc. Segment and target, not just one big conglomerate that targets no one particular group.
7. Better communication tools, so that a member or prospective member doesn't need to spend time trying to uncover stuff. We're all busy, make it easy for us.
8. The belief that SEMPO is doing a good job, has their finger on the pulse, understand everything that is going on, and have things covered. Not derived from talk, but from actions.

I think its also valid to talk about what one would like SEMPO not to offer. I'll go first:
1. Advertising oportunities on the home page.
2. Search Engine or other "sponsorship", especially on (again) the home page.
3. Relationships with Search Engines. If Mike Grehan's LookSmart example happenned today, how would SEMPO have coped if they had been a sponsor, and where would loyalties lie?
4. An RFP form.
5. Different levels and classes of members.
6. Logos to put on a site to promote membership. If membership is non-exclusive and all-inclusive, and SEMPO is specifically not a validation or veting org, membership doesn't mean anything other than financial commitment, so why should people advertise this?

[mtnviewmayhem]

The only way I can think of a similar process to work, would be for prospective SEMPO members to submit a few case studies for review, plus client references, and the case studies could later be used by SEMPO for promotional purposes as well.

So I call up my friend and tell him/her to say I did SEM for him/her site and his/her sales rose by 70% because of my work. Maybe one friend develops large well-known sites and can toss in a lie for me or maybe my other friend develops small sites and can do the same, I'll just pick which friend I want to call. Either way I'm a good SEO because of my contacts.



A client could sign off on an approved reference only for work done, to be kept confidential to SEMPO board only, for example.

Ha, with how their board is today I wouldn't trust them with telling me the time of day.