Harnessing the Web 2014: Association Sector Survey Summary Report

289 views

Published on

This presentation was delivered to 100 senior association executives and it provides a unique insight into past, present and proposed future use of the web.

Key areas include key sector online challenge and goals, CRM, content management, mobile web, online social media and email marketing.

The report provides practice advice and recommendations as well as sector 'success stories'.

A key and emerging theme is the challenge of achieving effective online member personalisation and having legacy systems/processes. These issues will be addressed at the Harnessing the Web conference later in the year - http://www.harnessingtheweb.com

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
289
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Harnessing the Web 2014: Association Sector Survey Summary Report

  1. 1. Harnessing the Web 2014 Research Summary Report – Key Findings In partnership with:
  2. 2. MemberWise Network In partnership with: Set-up in 1998 Largest ‘Best Practice’ network within the sector 100% independent & run by the sector for the sector 1,400 members Membership organisations, associations, learned societies, trade unions, business groups, local chambers of commerce UK, US, AUS, SA and beyond! Free to join – www.memberwise.org.uk Supported by commercial sponsorship
  3. 3. Our Work In partnership with: • Information, advice and online networking • Sector Research and Insight • Website, video channel and Blog • Monthly eUpdate • Job service – www.membershipjobs.com • Free ‘lunch and learn’ sessions • National conferences and events • Supplier Directory
  4. 4. Why Focus on harnessing the web In partnership with: • No solid, quantitative data ‘out there’ until last year • A real need to ‘take a snap-shot’ & ‘make comparisons’ • Enables us to benchmark and understand our strengths • Establishes areas for development • Focus for future sector conferences, events & resources • Provide relevant insight to sector suppliers
  5. 5. 2013 Report – Vital Statistics In partnership with: How many times do you think last year’s report was downloaded? A) 1,000 B) 2,000 C) 3,000 D) 4,000
  6. 6. Objectives In partnership with: • Share key results • Discuss findings • Provide insight
  7. 7. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  8. 8. Overview In partnership with: • The survey was sent to over 4,000 membership professionals • Second consecutive year • 425 membership professionals responded • Statistically significant results • Organisation Size diverse • 10 to 100 staff • 100 to 25,000+ members (up to 250,000) • £500,000 to £3million + (up to £50million) • Increased number of larger bodies 100,000+ members
  9. 9. Organisation Profile & Location of Members In partnership with:
  10. 10. 2013 Comparison In partnership with: • Response Rate up 35% • Results more statistically significant • More larger membership bodies responded • More of us service a ‘global’ audience • Data sub-sets/Cross-tabulation – Many similar
  11. 11. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  12. 12. Key Goal & Challenge for 2014 In partnership with: KEY GOAL: Increase new member acquisition KEY CHALLENGE: Lack of personalisation on your website
  13. 13. Your Top 5 Goals for 2014 In partnership with:
  14. 14. Your Top 5 Challenges for 2014 In partnership with:
  15. 15. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  16. 16. Top 10 – Your thoughts? In partnership with: Online Membership Renewals? eLearning Provision? Online Members’ Area? Online Member Directory? Online Joining? YES No No No No
  17. 17. Top Twenty (10 – 20) In partnership with: 20) Online Membership Upgrades 19) Third Party Website Advertising 18) Online Member Voting 17) Online CPD Opportunities 16) Online Non-Member Surveys 15) eLearning Opportunities 14) Online Member Consultations 13) Online Member Directory 12) Online Member Renewals 11) ‘Member Only’ Area
  18. 18. Activity 2014 2013 % + - Online Membership Upgrades 20 15 22% +3% Third Party Website Advertising 19 14 23% Unchanged Online Member Voting 18 N/A 24% N/A Online CPD Opportunities 17 N/A 29% N/A Online Non-Member Surveys 16 N/A 36% N/A eLearning Opportunities 15 13 39% -7% Online Member Consultations 14 N/A 45% N/A Online Member Directory 13 12 45% -5% Online Renewals 12 10 49% -7% ‘Member Only’ area 11 10 56% -3%
  19. 19. Your Top 10… In partnership with: 10) Membership marketing via Online Social Media 9) Online Joining 8) Online Shop Function 7) Online Journal/Magazine 6) Membership Marketing Emails 5) Online Event Registration 4) Online Member Surveys 3) Member Email Updates 2) Online Information & Advice 1) Website
  20. 20. Activity 2014 2013 % + - Membership Marketing via Online Social Media 10 N/A 60% N/A Online Joining 9 9 61% -6% Online Shop Function 8 5 63% -2% Online Journal/Magazine 7 8 66% +8% Membership Marketing Emails 6 7 66% +6% Online Event Registration 5 6 73% +12% Online Member Surveys 4 N/A 73% N/A Member Email Updates 3 3 90% +2% Online information/Advice 2 2 95% +5% Website 1 1 100% +1%
  21. 21. Observations In partnership with: • Digital Only Memberships – Up • Online Membership Marketing – Up (esp. Prof. Bodies) • Online Member Research – 1 in 5 still not doing it! • Online Non-Member Research – Higher amongst TAs • Online Joining - Overall provision down • Higher amongst Prof. Bodies • Online Renewals – Still not in Top 10 & actually down! • Online journeys – Need to be simplified • Joining/Renewals – Need to increase!
  22. 22. Insight… In partnership with: Key Challenges - Economic - Demographic - Technological
  23. 23. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  24. 24. Observations In partnership with: “Members expect an interactive, engaging and value-driven online experience.” • Fact – 4 out of 5 agree • Second consecutive year • We must invest appropriate time & resource • Online Member Value (OMV) • Need to ensure offerings exceed member demand • Review existing online benefits • Develop new…
  25. 25. Create rather than respond In partnership with: “Members expect an interactive, engaging and value-driven online experience.” • Forward thinking needed! • Move away from simply responding • Something magnetic • Fix an online problem • There needs to be a trigger • The more unique the better • The harder to replicate the better
  26. 26. The web is essential for… In partnership with: We find out your essential uses of the web….
  27. 27. Essential for: Total Professional Bodies Trade Associations Recruiting new members 77% (76%) 80% (85%) 65% (62%) Retaining existing members 81% (77%) 87% (88%) 78% (73%) Marketing the benefits of membership 85% (85%) 94% (94%) 84% (89%) Enhancing the value of membership 90% (88%) 95% (96%) 92% (93%) Enabling a global presence 81% (74%) 92% (80%) 78% (66%)
  28. 28. Key Results In partnership with: • PERSONALISATION – A big challenge with 2/3rds of us not able to offer this functionality • 2/3rds believe members value high levels of online self- service • 79% believe members expect to have questions resolved quickly online.
  29. 29. Insight… In partnership with: Self-service • Complex • Agility in execution • Automation • Personalisation • Accuracy • Any device • Single record – Single database • Dynamic “information”
  30. 30. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  31. 31. CMS In partnership with: • 48% of our organisations have CMS less than 3 years old • Drupal most popular platform • 87% not yet using CMS to store member details but 55% would consider it • We expect this to increase • Better use of BIG Data – Knowledge/Behaviour
  32. 32. CRM/Database Provision In partnership with:
  33. 33. CRM/Database Provision In partnership with:
  34. 34. CRM & CMS Integration In partnership with: • Only 51% of organisations have integrated Perhaps this explains: • Why personalisation is identified as a key challenge • Relatively low numbers offering online joining (61%) • Lower numbers offering online renewals (49%)
  35. 35. Integration Experience In partnership with: • Time to integrate as expected? 51% - NO! • Cost as expected? 47% - NO! • Performance as expected? 39% - NO! THEME = NO!
  36. 36. Analytics In partnership with: Proactively use analytics • 2013 - 70% • 2014 - 87% +17%
  37. 37. Analytics In partnership with: • 57% track visits within member-areas • 55% make changes linked to popular content • 49% report analytics to senior management • 46% review analytics at operational meetings • 40% make changes linked to unpopular content • 12% use visitor behaviour/knowledge to personalise content • Effective online engagement management will change this! • Some examples…
  38. 38. Case Study 1 - EasyJet • Visitor experience linked to geo-location • Real-time flight prices linked to local airport • Click direct into the booking system • Quick changes possible – Banners linked to weather! • Sitecore (Engagement Management Suite)
  39. 39. Case Study 2 – Amnesty International • Amnesty International • Previously used multiple platforms • Identifies visitor profile – activists/supporters/others • Renders content accordingly • Led to better engagement • Claranet Private Cloud Solution
  40. 40. Destination - BIG DATA • Going beyond the ‘Amazon Effect’ • Both case studies now doing this • Using knowledge of customer to personalise experience • Ability to use online behaviour to render content • E.g. Previous Purchases, downloads • Using location to render content • Potentially using the weather to render content So what? Back to membership bodies - • Render online content via membership grades • Length of membership – Eligible for Fellowship • Import calls to action – Voting / Campaigns • Careful not to be too ‘Big Brother’!
  41. 41. Online Accessibility In partnership with: • 43% don’t know if their website is accessible • 36% unsure of compliance level • 12% aware of compliance level • 9% not compliant • Whatever your platform you need to consider this! • Good practice information sources in this year’s report
  42. 42. Insight… In partnership with: The era of CRM is over • DNA Evolution • Complex technologies • Complex processes • Many databases • Many suppliers • “Static” vs. “Dynamic” pages • Annually increasing costs • Bespoke developments of generalist systems
  43. 43. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  44. 44. What are we classing as ‘Mobile’? In partnership with: Smart-Phones Tablet Devices
  45. 45. Direction of ‘Mobile’ In partnership with: • In 2013 tablet device shipments reached 184 million (an increase of 53.4% since 2012) • In 2014 mobile phone device shipments will reach 1.9 billion • 80% of time on mobile is spent ‘inside apps’ • 72% of tablet owners purchase online from their tablets each week
  46. 46. Mobile Web Ready – Really? In partnership with: • Possible link to majority now having a CMS under 3 years • 1/3 do not monitor analytics linked to ‘mobile’ • Opinion now formed that iTunes/Android Apps are not the way forward
  47. 47. Role in retaining members 2013 – 15% agreed 2014 – 19% agreed (+4%) Role in improving member engagement 2013 – 27% agreed 2014 – 35% agreed Amongst larger membership bodies (£3m to £6m) the number that agreed = 36% (+7%) Current role of the Mobile Web In partnership with:
  48. 48. Role of the Mobile Web in the future In partnership with: • 73% - The web will help to increase member engagement • 71% - Members will value online mobile content • 67% - Mobile web will enable members to engage/network • 66% - Mobile web will have a role in increasing rec/retention • 54% - Mobile web will be more engaging
  49. 49. Insight… In partnership with: The world is already online • Communication explosion • Behavioural changes • Growing expectations • On-demand access • Personalised experiences • Trust based on accuracy & relevancy • Any device access, but tailored to the device
  50. 50. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  51. 51. Popular Platforms – All change! Most popular platform in 2013 – Facebook Most popular platform in 2014 - Twitter Your Top 5 Platforms
  52. 52. Online Social Presence & Engagement In partnership with: • 95% of organisations have an online social presence • 10% of members engage via online social opportunities offered • 2013 – We rated our activity @ 5/10 • 2014 – We think we got better @ 7/10 • Trade Associations/Trade Unions/Regulatory Bodies rated significantly lower @ 3/10 • 60% still think online social networking is a member benefit
  53. 53. Insight… In partnership with: To be social is to be online, to be online is to be social ! • Its networking in todays world • Networking events have expected costs & benefits • Social networking also has expected costs & benefits
  54. 54. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  55. 55. Email Marketing In partnership with:
  56. 56. Email Marketing In partnership with: • 86% send out a regular eUpdate • 70% send out segmented emails • 71% communicate the value of membership via email • 46% use email marketing to recruit new members • Of these 46% report positive results • 48% do not regularly test emails (e.g. multi-device rendering)
  57. 57. What does ‘good’ look like? In partnership with: • Acceptable open-rate – Between 21 & 25% • Acceptable click-through rate – Between 1 & 10% • More favourable than commercial sales emails
  58. 58. Marketing re-defined • Half the rules not yet written! • Engaging members requires organisational commitment • Controlled leveraging of resources in marketing communications Insight… In partnership with:
  59. 59. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  60. 60. Conclusion & Recommendations In partnership with: • The web continues to play an important role • A need to transition from CRM to a more engaging model • Prospective and existing member journeys need simplifying • Use BIG data more effectively – Knowledge/Behaviour • Online personalisation is now an expectation • We are marketing hard but are we marketing smart? • Online member engagement needs to be enhanced • Online functionality needs to be optimised
  61. 61. Conclusion & Recommendations In partnership with: • Websites, CRM systems and social media activity need to be evaluated • Options include upgrading, updating, replacing or consolidating • Appropriate budget need to be allocated • More of us need to be ‘mobile ready’ • We are moving in the ‘right direction’ • We hope our network can assist!
  62. 62. Predictions for the year ahead In partnership with: • Membership bodies will start to adopt ‘badgification’ • Adoption of mobile-friendly solutions will continue to grow • Use of images, minimal text and large fonts • Integration of social will continue to increase • More structured use of analytics will grow
  63. 63. Insight… eliminate complexities In partnership with: Engagement Management System (EMS) • One Record – One Member – One Database • Engaging “everyone” • EMS makes it; Dynamic, Personalised, Accurate , Relevant, Accessible, Trusting – leading to participation
  64. 64. Key Areas In partnership with: 1. Response Profile 2. The BIG Picture – Current and Future Goals/Challenges 3. Top 20 Uses of the Web 4. Online Member Value and Desirable Functionality 5. Websites and Integrated CRM Systems 6. The Mobile Web 7. Social Media 8. Email Marketing 9. Conclusion and recommendations 10. Practical help and resources
  65. 65. Tools and Resources We can provide practical help and assistance: • Dedicated website – www.memberwise.org.uk • Online Professional Networking Group • Away Day Facilitation & Consultancy Services • Dedicated support (discounted entry) • 40+ online presentations and video ‘Insights’ • Handy info-graphic to share with colleagues • Monthly eUpdate & Sector Blog
  66. 66. Away Day Case Study: Chartered Society of Physiotherapy “The MemberWise Network recently facilitated an insightful and thought-provoking session with our marketing and Communications team, focusing on the development of member value through the web. The session brought together market insight, an evaluation of current practice and live feedback from our members. We found the session highly useful and would recommend the network’s services to other professional bodies and trade associations.”
  67. 67. • 24 dedicated online focused sessions • Sector’s largest online solution trade exhibition • The Big Picture - Online Strategy Focus • Online Member Personalisation Seminar Stream • Online Member Recruitment/Retention Seminar Stream • Express an interest now & receive 20% off entry Visit www.harnessingtheweb.com Harnessing the Web 2014 – Coming soon…!

×