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Membership Seminar Edinburgh December 2012
 

Membership Seminar Edinburgh December 2012

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  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • MSh
  • MSh
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • A typical approach of membership organisations is to set up a gate, that members have to qualify in order to qualify
  • Often these gates add up to a series of gates that members have to traverse to get to highest value product
  • The experience is not one of being seduced
  • On the internet now, services offer the majority of offering for free
  • And encourage you to fill out the proposition by setting the norm and small nudges
  • And offering value adds that are only possible online
  • And working hard to up sell their premium proposition
  • Only high value is charged, basics is freeOpposite of membership – cost to join and free for rest
  • TED is free to watch, but a cost to go in person
  • FT is less about what it is selling, more about what it knows about its customersFailing newspaper in 2002 to one of the few to make moneyFT can do this because 1. its news has value (unlike general news), 2. users attract luxury ads 3. Moves users up the value chain1/3 of clientele are digital, but create 73% of profit
  • Small as possible gate to entry
  • More niche, specialist content, sold at a premiumum
  • But not above special offers to lower the gateway even lower
  • Picture of busy person, try before you buy – snack, bite, meal
  • Graded delivery
  • Structured for group as well as individual memberships
  • Actually delivered by Man Met Uni but eConsultancy brand is now stronger than the university’s
  • FreePremiumMonthly
  • ?
  • Reach out from HQ: Allow individuals to have their own space in the organisation
  • Reach out from HQ: Share projects, courses, collaboratively
  • Reach out from HQ: Web meeting, teaching, presentingIOD:blog or video conference or whatever
  • The content monster ate my site
  • The content monster ate my siteVery few organisations either realise they are publisher or have effective editors
  • Membership organisations are usually just as complex as running a government
  • Good content should grab the reader
  • How? By developing personas (they’re not just for website build) and writing for them
  • By researching web writing
  • By really really thinking about headlinesI they don’t grab your attention, why write the article
  • Some headlines are intrinsically interesting
  • Plenty of marketing style guidance on the web
  • Not to mention the BBC will tell you how
  • Think video
  • Think infographics
  • Think infographics
  • Content lifecycle – for the website
  • Content lifecycle – for a piece of content
  • Network for detailed conversations
  • Listen, buzz monitor and listening to similar communities
  • Buzz Monitoring
  • Focused communities work better
  • Linked groups have finally got traction
  • Closed community for pensions industry
  • First Direct’s Lab is a great way of trying things out and getting feedback without committing
  • There are potentially a lot of technologies to integrate
  • House of cards
  • As bad, committing to technologies that are set in stone
  • Interconnectivity and flexibility – it’s still a very changing place
  • The digital world can be daunting, as we heard before – we are light years away from some of the scary features of this hype curve, for example human augmentation, but some of these – speech recognition, location aware services, augmented reality etc – are here today
  • And yet we cling on to these printed documents, as far away from the boundaries of technology…
  • Nearly 70% of organisations surveyed would not want to move all communications online – and that’s quite right – a valued, trusted resource
  • We recognise the savings and the advancement of tech – but there are serious implications in changing – not least of which is the fact of VAT on printed materials
  • But today we are looking at the future – possibilities for digital – and for our old trusted friend print
  • Because who knows when we will see situations like this. Oh yes.
  • How many people have taken this bold step? Is it any good?
  • What about these? How many times have you read one cover to cover?
  • Probably all sending out a plethora of emails. How personalised? Usually ends up with information overload
  • We could do better.
  • This is how we are getting our information nowadays – not tied to publication dates, few cost overheads, enables discussion/commenting. How many have ablog?
  • Users themselves are taking it further. They are no longer bound by the restriction of your magazines. They are seeking information elsewhere – and aggregating with tools like flipboard. Your messaging may be diluted in the mix
  • RSPB for example have taken this challenge on head first for their members – publishing their own articles and curating others on a paper.li system – also automated related links, so while the content may fall from relevance, there is still an opportunity to point people to fresh incoming news. Much more dynamic, engaging and fresh
  • There is of course a time and a place for printed publications – people like to read on the train
  • But we know this is coming, so how to we marry the two?
  • QR codes – enhance and add depth to the printed experience – and maybe reduce costs?
  • Cambridgeuni here bolster their printed prospectus with a QR code linking to a set of videos and information – never goes out of date, even though the publication might…
  • Augmented reality – the next step…
  • Image recognition turns the printed page into something interactive and with far more depth than a traditional publication. Also more elegant than QR. The future is here now!
  • Image recognition turns the printed page into something interactive and with far more depth than a traditional publication. Also more elegant than QR. The future is here now!
  • Image recognition turns the printed page into something interactive and with far more depth than a traditional publication. Also more elegant than QR. The future is here now!
  • Speaks for itself 118
  • Stats are not important – mobile is here now
  • If you want to work out what, or how, Look at analytics and understand which areas of the site are being used for whta
  • think about context, and your personas (mark S) Under what circumstances are they browsing? Because they need specialist, on the go info?
  • Or, like it or not, are they just browsing to kill some time?
  • Good for – nothing really
  • Example of missing the point – remember the cambridge university QR code? Of course, we need a mobile to scan it…
  • Which brings us here… pointless.
  • Understanding users, context and motivation will inform your options.
  • Good example – mobile optimised “m” site. Technically a “different” site but does the job
  • Good example – mobile optimised “m” site. Technically a “different” site but does the job
  • Aegon pension reform gives pro information on mobile -
  • Apps – it’s all very exciting. But consider why you are doing it. Must be used to enrich an existing commitment or experience. NAPF app is tied into their conference to help delegate orient themselves, tweet, get news and meet others. But there is a development overhead, so use it wisely
  • Responsive – where it’s at.
  • Obama desktop site – pretty comprehensive
  • Portrait tablet or phone – navigation reorders to what is important. They understand motivations.
  • And if you can cut that content down – can you cut it down on desktop? Microcontent.
  • Typical experience of a UK website trying to talk overseas.
  • Actually expectations are very different.
  • There are countless nuances and cultural differences. In the same way as setting up a physical presence overseas (as HSBC reminds us) involves a great deal of local knowledge, so does trying to set up your digital ecosystem
  • And don’t even think about social media unless you know it well. How many of you have heard of weibo?
  • Some attempt to solve this problem with microsites – culturally sensitive imagery. But this can be a nuclear option
  • And never mind overseas, what about your members in the UK? Do your scottish members feel valued? What about those in Bedford?? How to engage
  • By creating a digitally connected world. Some of you will devote time and resource to your physical premises, spend the same amount on a digitla campus that allows everyone to feel connected. How do you do this?
  • Provide learning and chances to earn CPD etc online
  • Provide learning and chances to earn CPD etc online
  • Virtual webinars and e learning resources
  • Virtual webinars and e learning resources
  • By facilitating professional networking and discussion on a virtual forum
  • By facilitating professional networking and discussion on a virtual forum
  • By providing tools and opportunities to benefit from you.
  • Videos as we saw earlier. They don’t have to be expensive – just relevant, timely and engaging
  • Answer: A website worth the price of membership in itself?
  • By providing up to the minute content and information, and signposting to other sources, as a trusted filter of information
  • And by delivering a mobile experience that adds true value beyond just the bare minimum
  • Get your strategy right, execute well on all of these and you will be well on your way to making a digital home for life, without borders.
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • That doesn’t mean trying to do everything fairly well – at the expense of doing a few things very well
  • Instead need to cut through the volume of content and instead focus on delivering a few compelling services excellently
  • User needs to immediately understand the unique added value this site can offer
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • RM is all around us so much that we don’t really even question it any more. Youtube now a synechdoche for video in general, and that’s what we’ll be focusing on. Our report shows that most people are using video without question, but integration is lacking (as will be a theme throughout this morning)
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • With a roadmap to achieving it – prioritised and set against the corporate objectives
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • Because whereas the traditional model sees a digital strategy sitting firmly in the remit of the MarComms teamStudent experience can be almost everything from recruitment, open days all the way through to alumni and donationsTechnology is enabler – websites, learning environment, HRExternal & internal communications. REINFORCE THE POINT. USED TO SIT FIRMLY IN MKTG & COMMS
  • The more that the stakeholders feel engaged the more the digital vision can be rooted firmly at the heart of the organisation.SHOULD HAPPEN AT END OF PROCESSTraditionally we look at the digital vision/strategy as something which is very much external facing and to do with the website. Today, a good vision/strategy is not just your externally facing comms & mktg, it is everything that you do e.g. Virtual learning systems, alumni, whole package
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream

Membership Seminar Edinburgh December 2012 Membership Seminar Edinburgh December 2012 Presentation Transcript

  • Membership SeminarMembership OrganisationsBig challenges – Digital answers?
  • Today1230 Introduction and report overview1250 Revenue, content, communities and technology throughout the membership lifecycle1340 Break1355 Magazines, mobile and the global opportunity1425 A digital answer?1455 Questions, answers and discussion1515 Close
  • Wifi: PrecEdinburgh93-95hanoverstr#PrecSem
  • Who are Precedent?
  • 80 experts strategy & research branding & communications user centred design development & hosting digital marketing
  • 5 sectors ish membership organisations third sector education health financial services destinations
  • 5 studios ish London Edinburgh Cardiff Melbourne Perth (Worthing)
  • 22 years experience quality stability loyalty results
  • meaningful ideasintelligently delivered
  • Our research
  • Our research 2001-2006
  • Our research 2007-2008
  • Our research 2008-2010
  • Our research 2010-2011
  • Our research 2012
  • the web is moving faster than ourorganisation, its internalstructures, and decision-makingprocesses can keep up withA senior employee of one of our membership clients
  • Our research
  • Our research +
  • The challenges
  • Our research
  • Models, models...
  • Models, models...
  • Models, models...
  • Models, models... First year Middle years Graduates JoinsUniversity Thinking of applying
  • The curve of digital engagement
  • Meeting challenges along the curve of digital engagement
  • Revenue, content, communitiesand technologyRob van Tol – Senior Consultant
  • A more permeable approach to membership Communicating the value of membership
  • A more permeable approach to membership Communicating the value of membership
  • A more permeable approach to membership Communicating the value of membership
  • A more permeable approach to membership Communicating the value of membership
  • Communicating the value of membership
  • Communicating the value of membership
  • Communicating the value of membership
  • Communicating the value of membership
  • Communicating the value of membership
  • Providing added value online
  • Providing added value onlineBMA Fifty-fifth Annual Meeting, Dublin, 1887
  • Too much content, too many sources
  • Too much content, too many sources
  • Too much content, too many sources
  • A multi-facetted community approach The right community for the right audience
  • Why do peoplejoin communities?
  • 1 I want to reflect my Identity* * Personal identity or institutional identity?
  • 2 I want to makeConnections
  • 3 I want to be part of a Community
  • I didn’t join to be Sold To
  • 3 of my friends like YorkshireTea. It says something aboutthem that they want said But these are examples of “low identified” fans
  • low identified fan highly identified fan medium identified fan
  • Anticipated Reciprocity I give, I get backIncreased Recognition I give, I get rewardedSense of Efficacy I give, I have an impactSense of Community I give, I belong Common Boundaries It’s clear who is in/out Emotional Safety It’s inclusive and welcoming Sense of Belonging This is part of me, of who I am Personal Investment I made part of this Common Symbols I recognise & use the symbols Shared History I’m connected to a valued past Shared Participation I’m not alone in this
  • Don’t be the pub bore! The right community for the right audience
  • Dialogue is 2-way The right community for the right audience
  • The right community for the right audience
  • Knowing when to leave members alone
  • Knowing when to leave members alone
  • Knowing when to leave members alone
  • Knowing when to leave members alone
  • and next....
  • Magazines, mobile& the global opportunityMark Russell – Strategic Consultant
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Member news #1473 Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Our most valued asset – the magazine
  • Considerations• Think beyond a magazine – and PDFs, and emails…• Deliver a mix of relevant, personalised content and overall messages• Enable your members to choose how they consume your articles• Empower experts to curate content on your behalf• Combine print and digital to bolster your online ecosystem Our most valued asset – the magazine
  • Mobile is here now
  • It’s not about hard stats… The question is what and how (not if) Mobile is here now
  • But it should be about analytics Mobile is here now
  • Know your audience Mobile is here now
  • Know your audience Mobile is here now
  • Doing nothing Mobile is here now
  • Mobile is here now
  • Mobile is here now
  • Your options• Mobile optimised• Everybody loves apps• Responsive design Mobile is here now
  • Option 1: mobile optimised Mobile is here now
  • Option 1: mobile optimised Mobile is here now
  • Option 2: everybody loves apps… Mobile is here now
  • Option 2: everybody loves apps… Mobile is here now
  • Option 3: responsive design Mobile is here now
  • Mobile is here now
  • Mobile is here now
  • Storyboard your responsive experience… Mobile is here now
  • Or think mobile first? Mobile is here now
  • Considerations• Consider scenarios and motivations on mobile – use your personas!• There is a time and a place for mobile apps – but they are not a magic bullet• Designing for mobile should be an integral part of future development• Mobile/responsive design will become as intrinsic to the web as accessibility Mobile is here now
  • Your turn! • In groups, sketch out the ideal mobile experience for your users • Think about: • Context of usage and key information/journeys • Mobile specific features – calling, geolocation, etc Mobile is here now
  • Your turn! Mobile is here now
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • Physically growing, or digitally reaching
  • A digital answer?
  • recession enables organisationsto de-clutter their products andservices lists as well as offeringthe opportunity to present‘climate-specific benefits’ tomembersSue Froggatt
  • it wouldn’t take a hell of a lot for an existing content providerwith sophisticated infrastructure to begin to cream off thebest of our talent and give them a forum through whichto broadcast their expertise...... and then the next step could be for the provider to begin tooffer accreditation/membership to a new organisationapproved by our erstwhile membersOne of our membership organisation contributors
  • the web is moving faster than ourorganisation, its internalstructures, and decision-makingprocesses can keep up withA senior employee of one of our membership clients
  • If you don’t like change,you’re going to likeirrelevance even lessGeneral Eric Shinseki, retired Chief of Staff, U. S. Army
  • If I’d asked my customers whatthey wanted they’d have saida faster horse!Henry Ford
  • Strategy is about making choices;what to do - and what not to doMichael Porter
  • What to do. Where to start.
  • Understanding your channels
  • Challenge, Objective, Action
  • A strategic roadmap
  • A strategic roadmap
  • A strategic roadmap Coordinated strategies Brand expression
  • Traditional Digital Vision Marketing & Communications Membership Technology Experience
  • Enlightened Marketing & Communications Digital Vision Membership Technology Experience
  • Think big Start small Act quickly
  • There will be a time when youbelieve everything is finished.That will be the beginningLouis LAmour
  • Your thoughts?
  • Find our Precedent and and follow us atDigital Membership @MacPrecedent andProfessionals groups on @precedentcomms forLinkedIn for a chance to Precedent news, seminar infofind out more about our and general observationsseminars, network, share #PrecSemideas and quiz thePrecedent team onseminar issues and more!