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2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations
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2014 ASAE Membership, Marketing & Communications Conference: Modern eMessaging for Associations

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Suzanne Carawan, CMO of HighRoad Solution, presents how top associations are thinking about and executing on their digital marketing strategies. HighRoa

Suzanne Carawan, CMO of HighRoad Solution, presents how top associations are thinking about and executing on their digital marketing strategies. HighRoa

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  1. Modern eMessaging for Associations Date: Wednesday, June 18th Time: 3-4:15 pm Hashtag: #MMCConLM7
  2. Presenter-Attendee Agreement • Velvet Chainsaw 1. The Law Of Motion (Two Feet). 2. Texting, tweeting, live blogging welcome. 3. Good vibrations please. 4. Be present. Be active. Use respect. 5. Take care of your own needs. 6. Disagreements and differences are valued and important. 7. We invite and welcome your feedback and opinion.
  3. Presenter-Attendee Agreement • Velvet Chainsaw 1. The Law Of Motion (Two Feet). 2. Texting, tweeting, live blogging welcome. 3. Good vibrations please. 4. Be present. Be active. Use respect. 5. Take care of your own needs. 6. Disagreements and differences are valued and important. 7. We invite and welcome your feedback and opinion.
  4. Presenter-Attendee Agreement • Velvet Chainsaw 1. The Law Of Motion (Two Feet). 2. Texting, tweeting, live blogging welcome. 3. Good vibrations please. 4. Be present. Be active. Use respect. 5. Take care of your own needs. 6. Disagreements and differences are valued and important. 7. We invite and welcome your feedback and opinion.
  5. Presenter-Attendee Agreement • Velvet Chainsaw 1. The Law Of Motion (Two Feet). 2. Texting, tweeting, live blogging welcome. 3. Good vibrations please. 4. Be present. Be active. Use respect. 5. Take care of your own needs. 6. Disagreements and differences are valued and important. 7. We invite and welcome your feedback and opinion.
  6. Presenter-Attendee Agreement • Velvet Chainsaw 1. The Law Of Motion (Two Feet). 2. Texting, tweeting, live blogging welcome. 3. Good vibrations please. 4. Be present. Be active. Use respect. 5. Take care of your own needs. 6. Disagreements and differences are valued and important. 7. We invite and welcome your feedback and opinion.
  7. Presenter-Attendee Agreement • Velvet Chainsaw 1. The Law Of Motion (Two Feet). 2. Texting, tweeting, live blogging welcome. 3. Good vibrations please. 4. Be present. Be active. Use respect. 5. Take care of your own needs. 6. Disagreements and differences are valued and important. 7. We invite and welcome your feedback and opinion.
  8. Big Trend #4: Tagging
  9. Big Trend #5: Hyper-Personalization
  10. Big Trend #6: Integrated Systems
  11. Big Trend #7: Transactional Platform
  12. Big Trend #8: Redefined Email Infrastructure
  13. Big Trend #9: Marketing Power • Integrated systems & automated emails allow teams to: – shift energy to being creative – allow for strategic planning – free up time to measure & refine “Life’s too short for just email marketing”
  14. Big Trend # 10: User-Centric Design • Let the user decide: – The type/topics of content delivered – Periodicity of delivery – On which device to consume content – How/When/If they want to further engage
  15. Trends in Action David Martin VP Content & Marketing Electronic Retailing Association
  16. About ERA • Trade association of direct-to-consumer marketplace • 450 member companies in 45 countries • $300 Billion Market • Challenges: – Marketing to Marketers – Small Staff – Limited Resources with High Expectations – Majority of Revenue from D2C Show
  17. (Event Registration Platform) (AMS) (CMS) (Target Audience) (Email Engine)
  18. 1) Tag Website Content Blog Post
  19. 2) Match Content to Attendee Status, Badge Type, Membership, Acquisition or Retention Email 3) Schedule date to appear in Newsletter
  20. 4) Deliver Content Automatically in Responsive Email to Drive Better Results
  21. Trends in Action Jenny Thiel Digital Communications Manager Society for Neuroscience
  22. About Society for Neuroscience • Largest base of scientists & physicians understanding the brain & nervous system • 42,000 members • 90 countries • 130 chapters LIZ1
  23. Slide 32 LIZ1 who study LIZ, 3/26/2014
  24. Fast Facts of SfN Email Program • 230,238 subscribers • Heavy email sending calendar • Using promotional & transactional message sending platforms LIZ2 LIZ3 LIZ5
  25. Slide 33 LIZ2 We are still verifying this number LIZ, 3/26/2014 LIZ3 delivery schedule LIZ, 3/26/2014 LIZ5 delivery LIZ, 3/26/2014
  26. SfN Email Portfolio – The Journal of Neuroscience – Advocacy Network Newsletter – Friends of SfN Fund – Exhibitor Sales – Neuroscience Nexus (News) – Special Programs (Brain Awareness Video Campaign) – Job Updates – Event Marketing (webinar, conferences, etc) – Renewals & Membership – Chapter Emails • On average, have a send scheduled 4 days per week LIZ4
  27. Slide 34 LIZ4 emails LIZ, 3/26/2014
  28. Challenges • How to radically increase the targeting & relevance to members while lowering the workload for staff?
  29. SfN’s Road to Relevance • Get the Right: – Data – People – Content – Experience – Messaging Process
  30. Road to Relevancy: 1) Right Data: Segmentation Sync
  31. Major Trends AMS Website Email/Newsletters Social Media Mobile Add fields for member-input for preferences Responsive Responsive Integrated with other platforms Integrated with other platforms Add fields to store additional member preferences of communication channels (CASL) Creation of Communication Preference Center Pages Use of Transactional Delivery Networks Social loop functionality to track shares, likes and forwards Use of email campaigns to drive mobile adoption & alert user as to content available on mobile Store social media profile information Creation of Landing Pages for Inbound Lead Capture (integrated forms) Automated, dynamic newsletters based on AMS & CMS Centralization of publishing, monitoring & measuring social SMS messaging Collection of mobile numbers for SMS Tagged Content and RSS feeds Increased use of call- to-action buttons that resolve to landing pages Use in lieu of websites
  32. Major Trends AMS Website Email/Newsletters Social Media Mobile Add fields for member-input for preferences Responsive Responsive Integrated with other platforms Integrated with other platforms Add fields to store additional member preferences of communication channels (CASL) Creation of Communication Preference Center Pages Use of Transactional Delivery Networks Social loop functionality to track shares, likes and forwards Use of email campaigns to drive mobile adoption & alert user as to content available on mobile Store social media profile information Creation of Landing Pages for Inbound Lead Capture (integrated forms) Automated, dynamic newsletters based on AMS & CMS Centralization of publishing, monitoring & measuring social SMS messaging Collection of mobile numbers for SMS Tagged Content and RSS feeds Increased use of call- to-action buttons that resolve to landing pages Use in lieu of websites
  33. Results of Using Right Data for Relevancy • Integration Provided SfN with: – Pre-segmentation mailing groups that are automatically updated based on dates, opt-in/out and manual staff updates – Provided mechanism for staff to do queries in Personify Marketing Module that will automatically create/update new segments in email database – Highly targeted lists based on demographic and behavioral criteria LIZ11
  34. Slide 39 LIZ11 AMS LIZ, 3/26/2014
  35. Road to Relevancy: 2) Right People • Give People Content Choices: – Only want to talk to people that want to listen! • Driven by interest areas in Person record
  36. Road to Relevancy: 2) Right People
  37. Road to Relevancy: 2) Right People
  38. Road to Relevancy: 3) Right Content • Implemented a taxonomy in the content management system that perfectly matches the interest areas in the Personify Customer record • Integration automatically matches content to member and dynamically populates email template • Email template includes logic to decide how many articles are served up to each user, what to display and more LIZ12
  39. Slide 43 LIZ12 AMS LIZ, 3/26/2014
  40. Road to Relevancy: 3) Right Content (Member Portal)LIZ9
  41. Major Trends AMS Website Email/Newsletters Social Media Mobile Add fields for member-input for preferences Responsive Responsive Integrated with other platforms Integrated with other platforms Add fields to store additional member preferences of communication channels (CASL) Creation of Communication Preference Center Pages Use of Transactional Delivery Networks Social loop functionality to track shares, likes and forwards Use of email campaigns to drive mobile adoption & alert user as to content available on mobile Store social media profile information Creation of Landing Pages for Inbound Lead Capture (integrated forms) Automated, dynamic newsletters based on AMS & CMS Centralization of publishing, monitoring & measuring social SMS messaging Collection of mobile numbers for SMS Tagged Content and RSS feeds Increased use of call- to-action buttons that resolve to landing pages Use in lieu of websites
  42. Road to Relevancy: 3) Right Content (Personify)LIZ10
  43. Slide 45 LIZ10 in AMS LIZ, 3/26/2014
  44. Road to Relevancy: 3) Right Content (CMS)LIZ15
  45. Slide 46 LIZ15 This looks like an RSS code, not an email code. Jenny can supply an updated screen shot. LIZ, 3/26/2014
  46. Road to Relevancy: 3) Right Content (Hyper-personalized)
  47. Big Trend #1: Responsive Design
  48. Big Trend #1: Responsive Design
  49. Big Trend #1: Responsive Design
  50. Big Trend #1: Responsive Design
  51. Slide 51 LIZ13 May have to remove the HighRoad logo from this graphic LIZ, 3/26/2014
  52. Results of RelevancyLIZ14
  53. Slide 52 LIZ14 This is the same screen shot as slide 18. Move the next 3 slides to after slide 18? What we thought of doing instead, for the "Results of Relevancy" slides, is to summarize: 1. Personalized communications (we care about what you want) 2. Driving more people back to SfN website 3. Better open rates (last slide) ....and ADD (or end with) a slide showing the SfN Nexus newsletter screenshot, and our plan to begin auto-personalizing this bi-weekly newsletter using this target marketing process that has been so sucessful for e-alerts and email marketing. LIZ, 3/26/2014
  54. Results of Relevancy
  55. Results of Relevancy
  56. Results of Relevancy
  57. Results of Identifying the Right People for Relevancy
  58. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  59. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  60. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  61. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  62. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  63. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  64. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  65. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  66. Big Trend #2: Preference Centers • Language Preferences • Sending Time Preferences • Time Zone Preferences • Zip Code Location • Screen/Device-Independence
  67. Trends in Action American Society of Association Executives
  68. Member Portal
  69. Pull members from AMS
  70. AMS Taxonomy
  71. Preference Center
  72. AMS Taxonomy
  73. CMS
  74. Hyper-personalization (Member 1)
  75. Hyper-personalization (Member 1)
  76. Hyper-personalization (Member 2)
  77. Hyper-personalization (Member 2)
  78. Responsive
  79. Responsive
  80. Big Trend #3: Better Use of AMS Data • Moving into using individual-level specific data for targeting & automated delivery • Using multiple source systems for content • Using established tagging systems across content • User-dictated preference levels & selections • No staff involvement in production, distribution or delivery
  81. Big Trend #3: Better Use of AMS Data • Moving into using individual-level specific data for targeting & automated delivery • Using multiple source systems for content • Using established tagging systems across content • User-dictated preference levels & selections • No staff involvement in production, distribution or delivery
  82. Big Trend #3: Better Use of AMS Data • Moving into using individual-level specific data for targeting & automated delivery • Using multiple source systems for content • Using established tagging systems across content • User-dictated preference levels & selections • No staff involvement in production, distribution or delivery
  83. Big Trend #3: Better Use of AMS Data • Moving into using individual-level specific data for targeting & automated delivery • Using multiple source systems for content • Using established tagging systems across content • User-dictated preference levels & selections • No staff involvement in production, distribution or delivery

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