Membership Seminar   Membership Organisations   Big challenges – Digital answers?   Part TwoMeaningful ideas, intelligentl...
Magazines, mobile   & the global opportunity   Mark Russell – Strategic ConsultantMeaningful ideas, intelligently delivere...
Meaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Meaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
Considerations  • Think beyond a magazine – and PDFs, and emails…  • Deliver a mix of relevant, personalised content and  ...
Meaningful ideas, intelligently delivered | #PrecSem
It is a simple decision     The question is what and how (not if)                 Mobile is here nowMeaningful ideas, inte...
Know your audience                 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Know your audience                 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Your options  • Bog standard - mobile “optimised”  • Everybody loves apps  • New kid on the block – responsive design     ...
Option 1: mobile optimised                 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Option 1: mobile optimised                 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Option 2: everybody loves apps…                 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Option 2: everybody loves apps…                 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Option 3: responsive design                 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Storyboard your responsive experience…                 Mobile is here nowMeaningful ideas, intelligently delivered | #Prec...
Or think mobile first?                 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
Considerations   •    Consider scenarios and motivations on mobile –        use your personas!   •    There is a time and ...
Meaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
A digital answer?    Adrian Porter – Head of Strategic ResearchMeaningful ideas, intelligently delivered | #PrecSem
There are many elephants in the membership         organisation board roomMeaningful ideas, intelligently delivered | #Pre...
recession enables organisations to de-clutter their         products and services lists as well as offering the         op...
Meaningful ideas, intelligently delivered | #PrecSem
Meaningful ideas, intelligently delivered | #PrecSem
it wouldn’t take a hell of a lot for an existing content provider        with sophisticated infrastructure to begin to cre...
the web is moving faster than our              organisation, its internal              structures, and decision-making    ...
If you don’t like change,              you’re going to like              irrelevance even less              General Eric S...
unique value creation       Michael PorterMeaningful ideas, intelligently delivered | #PrecSem
Meaningful ideas, intelligently delivered | #PrecSem
Meaningful ideas, intelligently delivered | #PrecSem
If I’d asked my customers what         they wanted they’d have said         a faster horse!         Henry FordMeaningful i...
Meaningful ideas, intelligently delivered | #PrecSem
Strategy is about making choices;         what to do - and what not to do         Michael PorterMeaningful ideas, intellig...
What to do. Where to start.Meaningful ideas, intelligently delivered | #PrecSem
Challenge, Objective, ActionMeaningful ideas, intelligently delivered | #PrecSem
A strategic roadmap                                 Coordinated strategies                                     Brand expre...
Traditional                                                       Digital                                                 ...
Enlightened                                       Marketing                                       &                       ...
Think big      Start small                                                       Act quicklyMeaningful ideas, intelligentl...
There will be a time when   you believe everything is   finished.   That will be the beginning   Louis LAmourMeaningful id...
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Membership seminar - part-two

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The second part of Precedent's Membership Organisations seminar, launching our new report into the challenges that they are facing and how they may be met digitally.

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  • 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
  • We recognise the savings and the advancement of tech – but there are serious implications in changing
  • 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
  • Curating, publishing fresh content – who the flipping conkers is going to own all of this? The web team? Not on your nelly
  • Actually it can be more than that – empower others to write and curate on your behalf. Retain editorial control, but allow others to find and write up to date info
  • 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?
  • 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…
  • 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!
  • 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?
  • Understanding users, context and motivation will inform your options.
  • Good for – nothing really
  • Which brings us here… pointless.
  • 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.
  • 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.
  • 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
  • Provide learning and chances to earn CPD etc online
  • Provide learning and chances to earn CPD etc online
  • Virtual webinars and e learning resources
  • Videos as we saw earlier. They don’t have to be expensive – just relevant, timely and engaging
  • By facilitating professional networking and discussion on a virtual forum
  • By providing up to the minute content and information, and signposting to other sources, as a trusted filter of information
  • 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
  • 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
  • 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)
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • 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
  • Membership seminar - part-two

    1. 1. Membership Seminar Membership Organisations Big challenges – Digital answers? Part TwoMeaningful ideas, intelligently delivered | #PrecSem
    2. 2. Magazines, mobile & the global opportunity Mark Russell – Strategic ConsultantMeaningful ideas, intelligently delivered | #PrecSem
    3. 3. Meaningful ideas, intelligently delivered | #PrecSem
    4. 4. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    5. 5. Meaningful ideas, intelligently delivered | #PrecSem
    6. 6. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    7. 7. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    8. 8. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    9. 9. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    10. 10. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    11. 11. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    12. 12. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    13. 13. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    14. 14. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    15. 15. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    16. 16. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    17. 17. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    18. 18. Our most valued asset – the magazineMeaningful ideas, intelligently delivered | #PrecSem
    19. 19. 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 magazineMeaningful ideas, intelligently delivered | #PrecSem
    20. 20. Meaningful ideas, intelligently delivered | #PrecSem
    21. 21. It is a simple decision The question is what and how (not if) Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    22. 22. Know your audience Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    23. 23. Know your audience Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    24. 24. Your options • Bog standard - mobile “optimised” • Everybody loves apps • New kid on the block – responsive design Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    25. 25. Option 1: mobile optimised Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    26. 26. Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    27. 27. Option 1: mobile optimised Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    28. 28. Option 2: everybody loves apps… Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    29. 29. Option 2: everybody loves apps… Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    30. 30. Option 3: responsive design Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    31. 31. Storyboard your responsive experience… Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    32. 32. Or think mobile first? Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
    33. 33. 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 nowMeaningful ideas, intelligently delivered | #PrecSem
    34. 34. Meaningful ideas, intelligently delivered | #PrecSem
    35. 35. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    36. 36. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    37. 37. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    38. 38. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    39. 39. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    40. 40. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    41. 41. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    42. 42. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    43. 43. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    44. 44. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    45. 45. Physically growing, or digitally reachingMeaningful ideas, intelligently delivered | #PrecSem
    46. 46. A digital answer? Adrian Porter – Head of Strategic ResearchMeaningful ideas, intelligently delivered | #PrecSem
    47. 47. There are many elephants in the membership organisation board roomMeaningful ideas, intelligently delivered | #PrecSem
    48. 48. recession enables organisations to de-clutter their products and services lists as well as offering the opportunity to present ‘climate-specific benefits’ to members Sue FroggattMeaningful ideas, intelligently delivered | #PrecSem
    49. 49. Meaningful ideas, intelligently delivered | #PrecSem
    50. 50. Meaningful ideas, intelligently delivered | #PrecSem
    51. 51. it wouldn’t take a hell of a lot for an existing content provider with sophisticated infrastructure to begin to cream off the best of our talent and give them a forum through which to broadcast their expertise... ... and then the next step could be for the provider to begin to offer accreditation/ membership to a new organisation approved by our erstwhile members One of our membership organisation contributorsMeaningful ideas, intelligently delivered | #PrecSem
    52. 52. the web is moving faster than our organisation, its internal structures, and decision-making processes can keep up with A senior employee of one of our membership clientsMeaningful ideas, intelligently delivered | #PrecSem
    53. 53. If you don’t like change, you’re going to like irrelevance even less General Eric Shinseki, retired Chief of Staff, U. S. ArmyMeaningful ideas, intelligently delivered | #PrecSem
    54. 54. unique value creation Michael PorterMeaningful ideas, intelligently delivered | #PrecSem
    55. 55. Meaningful ideas, intelligently delivered | #PrecSem
    56. 56. Meaningful ideas, intelligently delivered | #PrecSem
    57. 57. If I’d asked my customers what they wanted they’d have said a faster horse! Henry FordMeaningful ideas, intelligently delivered | #PrecSem
    58. 58. Meaningful ideas, intelligently delivered | #PrecSem
    59. 59. Strategy is about making choices; what to do - and what not to do Michael PorterMeaningful ideas, intelligently delivered | #PrecSem
    60. 60. What to do. Where to start.Meaningful ideas, intelligently delivered | #PrecSem
    61. 61. Challenge, Objective, ActionMeaningful ideas, intelligently delivered | #PrecSem
    62. 62. A strategic roadmap Coordinated strategies Brand expressionMeaningful ideas, intelligently delivered | #PrecSem
    63. 63. Traditional Digital Vision Marketing & Communications Membership Technology ExperienceMeaningful ideas, intelligently delivered | #PrecSem
    64. 64. Enlightened Marketing & Communications Digital Vision Membership Technology ExperienceMeaningful ideas, intelligently delivered | #PrecSem
    65. 65. Think big Start small Act quicklyMeaningful ideas, intelligently delivered | #PrecSem
    66. 66. There will be a time when you believe everything is finished. That will be the beginning Louis LAmourMeaningful ideas, intelligently delivered | #PrecSem

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