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Re:member - New Trends in Professional Membership Communication

Re:member - New Trends in Professional Membership Communication






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Re:member - New Trends in Professional Membership Communication Re:member - New Trends in Professional Membership Communication Presentation Transcript

  • re:member New trends in professional membership communicationsIan McAuliffe commercial directorTilly Boulter chief executive
  • About Think
  • Our background
  • The Research
  • ContributorsAssociation of Accounting Technicians Association of Teachers and LecturersChartered Management Institute National Association of Head TeachersSociety of Trust and Estate Practitioners Institute of Trade Mark AttorneysSociety of Biology Chartered Institute of Patent AttorneysChartered Society of Physiotherapy Chartered Institute of ArbitratorsChartered Institute for Securities & Investment Institute of Leadership and ManagementInstitute of Internal Auditors Trade Association ForumChartered Institute of Marketing
  • Membership communications A history Born from marketing departments Increasing professionalism Increased competition Mail and face to face > Telephone > Email > Integrated digital strategy Retention and proving value to the member ROI and squeezed budgets Fragmentation
  • Acquisition, Fulfilment & Retention
  • Key tasks Acquisition Qualifications Professional accreditation Access to exclusive information Improving skills Improving career prospects Networking opportunities Professional development Becoming part of a community
  • Key tasks Acquisition The days of member-get-member are over Direct mail Training & qualifications Networking Providing recognisable value"The Chartered Management Institute has up to 40,000 peoplestudying one of its approved courses. All of these are awardedStudying Member status and receive a number of benefits.Once the course has finished they are encourage to convertto full membership"
  • Key tasks Fulfilment Getting the right information to the right people at the right time Complex membership means complicated fulfilment Segmentation pays dividends but must be thought through Print Email Mobile"The choice between print and email can be the differencebetween having an opportunity to talk to your member and not"
  • Key tasks Email opening ratesType of Company Open Click Bounce Complaint UnsubscribeArts 18% 3% 3% 0.1% 0.3%Business and Finance 15% 3% 2% 0.05% 0.2%Professional Services 20% 4% 4% 0.1% 0.5%
  • Key tasks Retention Reports and information Professional development Campaigning and support Deals and offers Product discounts Magazine Union"Members know that our publications are high quality and containgood information. They are a key membership selling point"NAHT
  • Key tasks Profile building"Our members want us to work on improving the profile of theindustry and increase understanding of what they do"Chartered Institute of Internal Auditors
  • Key tasks Insight Key acquisition tools include targeting the newly qualified members, offering freememberships to students, and even scanning the recruitment pages for new appointments. Effective fulfilment is a balance between costs, reach and engagement. In most cases,print still offers the best solution. Organisations are becoming more and more innovative with their member offers. A survey by the Institute of Leadership & Management found that professionalrecognition was the number one reason why their members stayed with them.
  • Communications options Magazine 86% of respondents prefer to read their media offline rather than online 86%
  • Communications options Magazine Even when people know the same information could be found on the web, 60% prefer toread it in a printed magazine rather than as online content (Deloitte’s fifth State of the MediaDemocracy report, 2011). However, this figure has dropped from 73% three years ago. Print is much better at explaining complex issues. It engages readers for a much longer time than any other medium (average of 25 minutes). 64% of readers return to a title more than once. Advertisers still prefer print to digital
  • Communications options Magazine Tangible physical benefit Restricted by frequency Maintain print while developing complimentary digital strategies
  • Communications options Newsletters Increased popularity of magazines coincides with slow death of newsletters Exceptions tend to be segmented newsletters either by region or area of interest
  • Communications options e-newsletters Almost universal take-up Feedback is instant Has to have value 100% Build relationship before selling
  • Communications options Websites Accessibility Easily and quickly updatable Infinite capability Low cost per member Controllable costs Members-only content and interactivity
  • Communications options Websites 35% of respondents are currently planning a redesign to increase social media functionality 35%
  • Communications options Social media 65% 50% 30%
  • Communications options Social media Choosing the right media for your brand Better to not be there than to do it badly Add value Be flexible Dip your toe in the water, test, test and test again Close down, dont abandon
  • Communications options Forums 75% provide a forum of some sort Critical mass needed to succeed Moderation
  • Communications options Videos and webinars 72% 50% A well-produced video speeds up buying decisions by 72% Increases information retention by 50%
  • Communications options Insights All associations surveyed published their own member magazine and regard it as a majormember benefit. Print is vital in keeping members informed, explaining complex issues and maintaining thesense of community. A recent survey found that 86 per cent of respondents prefer to read media offline ratherthan online (YouGov, 2010). When news and information needs to be distributed quickly, email and e-newsletters offerthe best option.
  • Communications options Insights Websites offer a hugely versatile medium, with a relatively low cost per member. The Members’ Area section is a key acquisition and fulfilment tool.80% of the organisations surveyed have a walled area. 30% have a Facebook page, 65% have a LinkedIn account and 50% use Twitter. However, a recent reader survey by the Chartered Institute of Marketing found that 85% oftheir members responded ‘Yes’ to the question: ‘Are you scared of social media?’
  • Communications options Insights One solution is for organisations to create their own social media site, in which they caninstigate and control the conversations, such as www.interactivecsp.org.uk, created by theChartered Society of Physiotherapy. Just one organisation is getting involved in producing its own app.
  • Strategy and Integration Aims and objectives Consider the member journey Segmentation and targeting Integrated campaigns Gather information at day one Social media needs a large investment of thought, time and resource
  • Strategy first, content second
  • Recommendations Test a wide range of acquisition routes Consider how your communications portray you to the outside world Segmentation and target as much as your budget will allow Effective communication relies on quality data Consider the other media that your members consume
  • Recommendations Consider the environment in which your members will consume their information Make the perceived benefits of membership clear and understandable Magazines continue to be a visible benefit The more you put in to social media the more youll get out Test, test and test again Benchmark your communications against other organisations and over time