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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.

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here bolster their printed prospectus with a QR code linking to a set of videos and information – never goes out of date, even though the publication might…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 Membership seminar - part-two Presentation Transcript

  • Membership Seminar Membership Organisations Big challenges – Digital answers? Part TwoMeaningful ideas, intelligently delivered | #PrecSem
  • Magazines, mobile & the global opportunity Mark Russell – Strategic ConsultantMeaningful ideas, intelligently delivered | #PrecSem
  • 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 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
  • Meaningful ideas, intelligently delivered | #PrecSem
  • It is a simple decision The question is what and how (not if) Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
  • 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 Mobile is here nowMeaningful ideas, intelligently delivered | #PrecSem
  • 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 | #PrecSem
  • 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 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
  • 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 | #PrecSem
  • 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
  • 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 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
  • 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
  • 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
  • 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 ideas, intelligently delivered | #PrecSem
  • Meaningful ideas, intelligently delivered | #PrecSem
  • Strategy is about making choices; what to do - and what not to do Michael PorterMeaningful ideas, intelligently delivered | #PrecSem
  • What to do. Where to start.Meaningful ideas, intelligently delivered | #PrecSem
  • Challenge, Objective, ActionMeaningful ideas, intelligently delivered | #PrecSem
  • A strategic roadmap Coordinated strategies Brand expressionMeaningful ideas, intelligently delivered | #PrecSem
  • Traditional Digital Vision Marketing & Communications Membership Technology ExperienceMeaningful ideas, intelligently delivered | #PrecSem
  • Enlightened Marketing & Communications Digital Vision Membership Technology ExperienceMeaningful ideas, intelligently delivered | #PrecSem
  • Think big Start small Act quicklyMeaningful ideas, intelligently delivered | #PrecSem
  • There will be a time when you believe everything is finished. That will be the beginning Louis LAmourMeaningful ideas, intelligently delivered | #PrecSem