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Member Engagement Strategies Presentation For Associations & NFPs
- 1. Member Engagement Transformthe way users interact with your organisation’s website
- 2. Key Topics ContentIs King The Importance of Segmentation Significance of Personalisation Rewards Systems via Gamification Dynamic Data
- 3. What is MemberEngagement?
- 4. Content Overload WHEREDO I START?!
- 5. There is noStrategy!
- 6. The Pattern ofActions to Achieve an Objective
- 7. Potential Content Objectives 1. Bring your Association to the attention of non-members 2. Increase the perceived value of an individual member’s membership a. Assist them solve a problem b. Introduce them to other entities c. Challenge their thinking 3. Nurture a member to make a purchase 4. Increase renewal rates within specific segments 5. Share the value other members have received
- 8. 8 VALUE = BENEFIT - SACRIFICE
- 9. Serving the MemberJourney with Content STATUS QUO SHATTERED SEARCH AROUND PROBLEM FRAME PROBLEM & SOLUTION TALK TO PEERS & EXPERTS START ENGAGING PROVIDER CALM PROCUREM’T PROCESS NEW MEMBER’S JOURNEY
- 10. Content Anatomy 12 3 4 LOCATE ACTION DISTRIB UTE What’s the context? Where are they on the member’s journey? Who are they? CONTENT What action do you want them to take after reading the content? What is the conversion? How are you going to distribute the content / make contact with them? What is the content going to be? Topic, format etc?
- 11. Content TYPES alongthe MEMBER journey CALM DISRUPTIVE CUSTOMER INSIGHTS STATUS QUO SHATTERED Blog posts Video Articles Industry reports Whitepapers Events Podcasts SEARCH AROUND PROBLEM Webinars SEO’d landing pages How to Guides Blog posts Top 10 lists FRAME PROBLEM & SOLUTION Webinars SEO’d landing pages How to Guides Checklists Cheat sheets Blog posts Self assessment tools Q & A TALK TO PEERS & EXPERTS Case studies Testimonials Referrals “Ask the expert” Free consultation START ENGAGING PROVIDER Your website pages Testimonials Fact sheets Marketing/Sales materials Blog posts Infographics Video Articles Industry reports Whitepapers Events Podcasts ebook
- 12. How to Optimisefor Successful Delivery of Content
- 13. How to DeliverContent Effectively
- 19. 1. Create InterestGroups (IG) 2. Capture content specific to the IG 3. Create relevant communication, events, products & services 4. Keep collecting data on each individual Segmentation
- 20. Commonly used basisfor Segmentation
- 21. Capture Data Specificto your Organisation • Career Status – Student, Graduate, Retired, etc • Accreditation Details (Health) • Services sought/provided (Service Providers) • Additional benefits such as registered practice for medicare, mobile services etc (Podiatrists, Dental, Physiotherapy)
- 22. Outcomes 1. Deliverinformation relevant to needs 2. Targeted newsletter mailing lists 3. Member Directory 4. Real time reporting "Decisions need to be based on data, not guesswork". – Belinda Moore, CEO, AuSAE
- 23. Personalisation Delivery oftargeted and personalised online content based on what we know about a website visitor • Encourage visitors to “Log in” • Address the needs of ALL types of visitors • One size does NOT fit all
- 24. Digital Body Language The tracking and aggregation of ALL digital activity related to an individual that visits your website (email, link clicks, page views, navigation use, etc).
- 28. Content Delivery Onceyou know what your users are interested in you can deliver personalised content that matches their needs and interests. Members manage their communication preferences through the member portal.
- 29.
- 33. How can Not-For-ProfitsGamify their websites? Recognise and reward users who perform interactions and activities with your organisation.
- 35. Using Dynamic Datato Improve Engagement While 52% of members rate their association overall communication as good, only 13% rated it as excellent and 35% think it is average or below average.
- 36. How to getthe right message to the right people • Dynamic lists • Segmentation • Personalisation Deliver 100% unique communication to each individual
- 37. Outcome Organisations that report high member engagement scores are in turn rewarded with high member retention.
- 38. and remember… •Content is King • Segmentation is vital • Personalisation is a must • Reward members for their engagement (gamification) An Increase in retention of 5% can increase profits 25 -75% - AuSAE
- 39.
- 40. Learn more andsee these techniques in action! Improve your retention rates and grow your association today!
- 41. GOAL! Transform theway users interact with your website!
Editor's Notes
- #6 POLL Question: Do you have a formally documented content strategy?
- #20 Poll Question: Do you use Interest Groups as part of your communication strategy? Process of dividing a market into groups/segments of members who have similar needs or characteristics and are likely to have similar interests and buying patterns
- #23 4. Membership Financial Activity "Segmentation enables you to make informed decisions about resources allocation and maximise the effectiveness of your marketing dollars.”
- #24 POLL QUESTION: Can you personalise website content? We need to increase online engagement to forge a much stronger and closer relationship with our members, potential members and lapsed members. One size fits all = digital body language required for tracking.
- #25 This “digital body language” data is used to create a visitor profile recording their geographic, demographic and psychographic information. A “data score” is recorded which highlights their most likely location, and service and industry interests. This score is used to personalise content delivered to the visitor. Dynamic Content Content that is customised to the visitor based on their “Digital Body Language” profile. Static Content Content that is shown to all visitors independent of their needs, interests or location. Benefits of Dynamic Content Builds a persona around a person that provides knowledge of their interests, skills and other segmentation data. Offers individual or personalised experience to meet the visitors needs. Increases engagement and builds value.
- #26 No user account
- #27 Webfriend
- #28 Member
- #30 POLL QUESTION: Do you think gamification can help your association? Reward members & build retention
- #33 Gamification builds engagement which is reflected by the time spent on site 2mins – 5mins.
- #34 How do you want to reward members? which could include: content read money spent events attended content submitted points for better content presenting on a committee opening a newsletter community collaboration ask a question comment on an article Other Consideration: score interactions points may decay over time (100 points gained this year may only be 10 points by next year) what is each activity worth and how quickly will they decay? life time leaderboard Quantifies something that would otherwise be a vague concept. Data mining made easy with the ability to target high concentration of members who aren't engaged. Extra incentive to reach members who have xero or low scores and reward those who have high scores
- #35 Leaderboard= been most active on the site– linkedin contribution
- #36 "Associations need to actively engage in all of these online mediums to accommodate the different preferences of members“ – AuSAE, association matters
- #38 Know where to focus services and content based on what is popular amongst users.
- #42 Thank you for listening