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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. Seven Habits of Highly Effective Non-profit and Association Sites
    Darren Guarnaccia, VP Product MarketingDG@sitecore.net
  • 2. Sitecore
    Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations
    San Francisco, Boston, Copenhagen, London, Munich , Amsterdam and Brisbane
    Profitable since inception in 1999, same owners, same vision and same technology (.NET)
    Over 1400 client installations managing over 5000 web sites worldwide
    Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner
    Over 300 Sitecore Certified Partners worldwide, with over 100 in North America
  • 3. Sitecore’s 1400+ customers include:
  • 4. The Value Gap
    If you had a resource that could…
    Increase membership growth
    Increase revenue from existing members
    Create more loyalty and participation from members
    Lower customer support costs
    Increase member renewal rates
    Would you make use of it?
  • 5. Most Web Sites are Untapped Resources
    Many organizations fail to harness the full potential of their member facing sites to:
    Improve member growth and revenue
    Reduce membership churn
    Deliver more perceived services, more tangibly
    Generate member self service
    Monetize membership and diversity revenue streams
    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. Audience Poll…
    How long does it currently take to make updates or changes to your Web site?
  • Introduction to the 7 Habits
    • Steven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)
    • 9. Apply the same rules to your Web site
    • 10. Your Web site is a mechanism to build and grow an online relationship with your audience
  • Habit #1 Your Members are in Charge
    Listen and respond to your members’ needs
    Learn how to listen
    Optimize for what your customer wants to do
    Analytics only tell part of the story
    Engage focus groups, surveys and your online member community
    The customer is always right
    Become adaptive - Learn and evolve
    WCM tools to the rescue
    Prioritize high value content (that user behavior shows you)
    By creating a customer centric website:
    More loyal members (goodwill leads to lower churn)
    More engaged members contribute e more
    Lower support costs per member
  • 11.
  • 12. Habit #2 Implement your site goals with consistency
    Not as obvious as you think
    Many sites still behave like single dimensional literature
    Create targeted (segment based) calls for action
    Leverage the advantages of the web, speak to who they are
    Provide members with interactive tools that leverage the web
    Diversity revenue with additional services that monetize member-base
    Guide members where you want them to go
    Remember: different types of members will react differently and plan for it
    Ask yourself…
    What should members achieve on this site?
    What different types of goals do they have?
    Provide focus and direction into every piece of content and functionality
    Increased revenue sources allow you to do more
  • 13.
  • 14.
  • 15. Habit #3 Balance User experiences with Site goals
    Prioritize Your Members’ Experiences
    Member experience must win out
    Create value for your members
    Provide what they need, or what they didn’t even know they needed
    Align their needs with your desired outcomes
    Use your members community a part of the experience
    Expose some of this value to non-members to drive recruitment
    Increased member retention
    Lower cost of doing business with members
    Goodwill generates Word of Mouth (WOM) marketing
  • 16.
  • 17. Habit #4 Deliver Value to Your Members
    Provide value
    Deliver value back to members
    Understand what they need and deliver it quickly
    Demonstrate utility of the information they provide
    Deploy globally, touch members locally
    Creates stronger collaboration habits with members
    Builds goodwill with members
    Increased member retention
  • 18.
  • 19.
  • 20.
  • 21. Habit #5 Be Honest – What is and is not working
    Examine and evaluate what does not work
    Find the holes
    Identify what customers seek, but can’t find
    Elicit feedback and communicate back
    Offer expertise
    Help your member learn how to engage with you
    Lower member support costs
  • 22.
  • 23. Insert Search report showing zero result searches
  • 24. Habit #6 The real Web 2.0 - Create the ongoing dialogue with your members
    Create an ongoing conversation with your members
    Use personalization to have an ongoing dialogue
    Put your member community to work for you
    Bubble up ideas and product feedback from member community
    Build trust and confidence using your community
    If you don’t do it, facebook will…
    Creates value for the member
    Greater member intimacy / Loyalty
    Expands the member’s relationship
    Deeper understanding of customer needs
  • 25. Audience Poll…
    How many of you are using community features on your member sites today?
  • 28. Habit #7 Sharpening your Website’s Saw
    Websites are now Multi-mission
    Not just about communications and publishing
    Your websites need to be operational and transactional platforms
    That are well integrated into your core business systems
    That can deliver compelling information and functionality to your members
    Keep testing what works
    Use tools like A/B split testing to see what tools members will use
    Test to see what messaging compels new members to join
    Prototype the members response to new messaging and imagery
    Operational platforms that help cut costs, and generate more revenue
    Actionable knowledge of what is working on your site
    Low-cost channel for measuring marketing effectiveness
  • 29.
  • 30.
  • 31. The Seven Habits
    Your Members Are in Charge
    Implement Your Site Goals With Consistency
    Balance User Experiences With Site Goals
    Deliver Value Back to Your Members
    Be Honest – What is and is not working
    Create the ongoing dialogue with your members
    Sharpening Your Website’s Saw
  • 32. 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
  • 33. Q & A
    Addition information can be found at:
    Follow up questions please contact:
    Darren Guarnaccia