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7 Habits of Highly Effective Nonprofit and Association Sites

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Discover how the principles identified in Stephen Covey’s “The 7 Habits of Highly Effective People,” are being used by leading nonprofit and association websites. …

Discover how the principles identified in Stephen Covey’s “The 7 Habits of Highly Effective People,” are being used by leading nonprofit and association websites.

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  • 1. Sitecore. Compelling Web Experiences Page 1 www.sitecore.net Seven Habits of Highly Effective Non-profit and Association Sites Darren Guarnaccia, VP Product Marketing DG@sitecore.net
  • 2. Sitecore. Compelling Web Experiences Page 2 www.sitecore.net Sitecore  Leadingprovider ofenterprise-class .NETwebcontentmanagement andportal softwareformid-to-largeorganizations  Presence  SanFrancisco,Boston,Copenhagen,London,Munich,AmsterdamandBrisbane  Stability  Profitablesinceinceptionin1999,sameowners,samevisionandsametechnology(.NET)  Customers  Over1400clientinstallationsmanagingover5000websitesworldwide  Recognized  BestMicrosofttechnologyalignment,MicrosoftISVPartneroftheYear2003/2004,Microsoft GoldPartner  Supported  Over300SitecoreCertifiedPartnersworldwide,withover100inNorthAmerica
  • 3. Sitecore. Compelling Web Experiences Page 3 www.sitecore.net Sitecore’s 1400+ customers include:
  • 4. Sitecore. Compelling Web Experiences Page 4 www.sitecore.net The Value Gap If you had a resource that could…  Increasemembership growth  Increase revenue fromexisting members  Createmoreloyalty andparticipation frommembers  Lower customersupportcosts  Increasememberrenewal rates Would you make use of it?
  • 5. Sitecore. Compelling Web Experiences Page 5 www.sitecore.net Most Web Sites are Untapped Resources Many organizations fail to harness the full potential of their member facing sites to:  Improvemembergrowth andrevenue  Reducemembership churn  Deliver moreperceived services,moretangibly  Generatememberselfservice  Monetizemembership anddiversity revenuestreams Due to consumerism elsewhere, customer expectations continue to rise Due to advances in social networking, members can solve their needs if we don’t do for them
  • 6. Sitecore. Compelling Web Experiences Page 6 www.sitecore.net Audience Poll… How long does it currently take to make updates or changes to your Web site?  Hours  Days  Weeks
  • 7. Sitecore. Compelling Web Experiences Page 7 www.sitecore.net Introduction to the 7 Habits  Steven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)  Apply the same rules to your Web site  Your Web site is a mechanism to build and grow an online relationship with your audience
  • 8. Sitecore. Compelling Web Experiences Page 8 www.sitecore.net Habit #1 Your Members are in Charge Listenandrespondtoyour members’needs  Learnhowtolisten  Optimizeforwhatyourcustomerwantstodo  Analytics onlytellpartofthestory  Engagefocusgroups,surveysandyouronlinemembercommunity Thecustomerisalwaysright  Becomeadaptive -Learnandevolve  WCMtoolstotherescue  Prioritize highvalue content(thatuserbehaviorshowsyou) Benefits Bycreatingacustomercentricwebsite:  Moreloyalmembers(goodwillleadstolowerchurn)  Moreengagedmemberscontributeemore  Lowersupportcostspermember
  • 9. Sitecore. Compelling Web Experiences Page 9 www.sitecore.net
  • 10. Sitecore. Compelling Web Experiences Page 10 www.sitecore.net Habit #2 Implement your site goals with consistency Not as obvious as you think  Manysitesstillbehave likesingledimensional literature  Createtargeted(segmentbased)callsforaction  Leveragetheadvantages oftheweb, speaktowho theyare  Providememberswith interactive toolsthat leverage theweb  Diversityrevenue with additional services thatmonetize member-base  Guidememberswhere you want themtogo  Remember: differenttypes ofmemberswill reactdifferently andplanforit Ask yourself…  Whatshould membersachieve onthissite?  Whatdifferent types ofgoalsdotheyhave? Benefits  Providefocusanddirection intoeverypieceofcontentandfunctionality  Increased revenuesourcesallowyou todomore
  • 11. Sitecore. Compelling Web Experiences Page 11 www.sitecore.net
  • 12. Sitecore. Compelling Web Experiences Page 12 www.sitecore.net
  • 13. Sitecore. Compelling Web Experiences Page 13 www.sitecore.net Habit #3 Balance User experiences with Site goals PrioritizeYour Members’Experiences  Memberexperience mustwin out  Createvalueforyour members  Providewhat theyneed,orwhat theydidn’tevenknowtheyneeded  Aligntheirneedswith your desiredoutcomes  Useyour memberscommunity apartoftheexperience  Expose someofthisvaluetonon-members todriverecruitment Benefits  Increased memberretention  Lower costofdoingbusiness with members  Goodwill generates WordofMouth(WOM)marketing
  • 14. Sitecore. Compelling Web Experiences Page 14 www.sitecore.net
  • 15. Sitecore. Compelling Web Experiences Page 15 www.sitecore.net Habit #4 Deliver Value to Your Members Provide value  Deliver valuebacktomembers  Understand what theyneedanddeliveritquickly  Demonstrateutilityoftheinformationtheyprovide  Deployglobally, touchmemberslocally Benefits  Createsstrongercollaboration habitswith members  Buildsgoodwill with members  Increased memberretention
  • 16. Sitecore. Compelling Web Experiences Page 16 www.sitecore.net
  • 17. Sitecore. Compelling Web Experiences Page 17 www.sitecore.net
  • 18. Sitecore. Compelling Web Experiences Page 18 www.sitecore.net
  • 19. Sitecore. Compelling Web Experiences Page 19 www.sitecore.net Habit #5 Be Honest – What is and is not working Examine and evaluate what does not work  Findtheholes  Identifywhat customersseek,butcan’tfind  Elicitfeedback andcommunicate back  Offerexpertise Benefits  Helpyour memberlearnhowtoengagewith you  Lower membersupportcosts
  • 20. Sitecore. Compelling Web Experiences Page 20 www.sitecore.net
  • 21. Sitecore. Compelling Web Experiences Page 21 www.sitecore.net Insert Search report showing zero result searches
  • 22. Sitecore. Compelling Web Experiences Page 22 www.sitecore.net Habit #6 The real Web 2.0 - Create the ongoing dialogue with your members Create an ongoing conversation with your members  Usepersonalization tohaveanongoing dialogue  Putyour membercommunity towork foryou  Bubbleupideasandproductfeedbackfrommembercommunity  Buildtrustandconfidence usingyour community  Ifyou don’tdoit,facebook will… Benefits  Createsvalueforthemember  Greatermemberintimacy/Loyalty  Expands themember’srelationship  Deeperunderstanding ofcustomerneeds
  • 23. Sitecore. Compelling Web Experiences Page 23 www.sitecore.net Audience Poll… How many of you are using community features on your member sites today?  Yes  No  Considering, buthesitant
  • 24. Sitecore. Compelling Web Experiences Page 24 www.sitecore.net
  • 25. Sitecore. Compelling Web Experiences Page 25 www.sitecore.net Habit #7 Sharpening your Website’s Saw Websites are now Multi-mission  Notjustaboutcommunications andpublishing  Yourwebsites needtobeoperational andtransactional platforms  Thatarewell integrated intoyour corebusiness systems  Thatcandeliver compelling information andfunctionality toyour members Keep testing what works  UsetoolslikeA/Bsplittestingtoseewhat toolsmemberswill use  Testtoseewhat messagingcompels newmemberstojoin  Prototype themembersresponse tonewmessaging andimagery Benefits  Operational platformsthathelpcutcosts,andgenerate morerevenue  Actionableknowledge ofwhat isworking onyour site  Low-cost channel formeasuring marketing effectiveness
  • 26. Sitecore. Compelling Web Experiences Page 26 www.sitecore.net
  • 27. Sitecore. Compelling Web Experiences Page 27 www.sitecore.net
  • 28. Sitecore. Compelling Web Experiences Page 28 www.sitecore.net The Seven Habits Your MembersAre in Charge Implement Your Site Goals With Consistency Balance User Experiences With Site Goals Deliver Value Back toYour Members Be Honest – What is and is not working Create the ongoing dialogue with your members Sharpening Your Website’s Saw
  • 29. Sitecore. Compelling Web Experiences Page 29 www.sitecore.net Putting the Habits to Work Demand more from results from your Web site Your Websites need to evolve to multi-mission roles Extract more value by implementing these seven habits CMS and Search Technologies can support these goals
  • 30. Sitecore. Compelling Web Experiences Page 30 www.sitecore.net Q & A Addition information can be found at: www.sitecore.net Follow up questions please contact: Darren Guarnaccia dg@sitecore.net