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THINK IT OUT: ReTHINKing Member Experience

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Slides from the THINK IT OUT presentation on MEMBER EXPERIENCE, building meaningful relationships, and rethinking what business you're in. Presented in Pleasanton, CA on 11/5/2014.

Published in: Marketing
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THINK IT OUT: ReTHINKing Member Experience

  1. 1. reTHiNKing MEMBER EXPERIENCE @ivanovitch Ivan Askwith linkedin.com/in/ivanaskwith
  2. 2. THINK 14 / NEW ORLEANS, LA
  3. 3. @ivanovitch
  4. 4. (wait, who is this guy?) introductions. @ivanovitch
  5. 5. ivan @ivanovitch
  6. 6. POPULAR CULTURE
 & FANDOM @ivanovitch
  7. 7. @ivanovitch
  8. 8. @ivanovitch
  9. 9. @ivanovitch
  10. 10. @ivanovitch ENGAGING
 FANDOM DIGITAL
 MARKETING MEDIA STUDIES
 & FANDOM CROWDFUNDING
 A MOVIE CROWDFUNDING
 A CAUSE
  11. 11. strategist
 obsessed with behaviors, motives
 & building meaningful relationships @ivanovitch digital
  12. 12. three biases 1. Fans and communities matter. @ivanovitch
  13. 13. three biases 1. Fans and communities matter. 2. Brands aren’t about messaging. @ivanovitch
  14. 14. three biases 1. Fans and communities matter. 2. Brands aren’t about messaging. 3. Technologies change. People don’t. @ivanovitch
  15. 15. @ivanovitch where do you go from here?
  16. 16. @ivanovitch
  17. 17. “How do we get consumers to understand CUs?” “How do we get them to listen to us?” “How do we get them to appreciate what we do?” @ivanovitch
  18. 18. “How do we get consumers to understand CUs?” “How do we get them to listen to us?” “How do we get them to appreciate what we do?” “What do MEMBERS want and need?” “What would THEY find most meaningful?” “How, or why, ARE WE FAILING to provide it?” @ivanovitch
  19. 19. It’s not about you. It’s about them. @ivanovitch
  20. 20. @ivanovitchhttp://bit.ly/THINK-Myopia
  21. 21. @ivanovitch
  22. 22. @ivanovitch
  23. 23. Not railroads. 
 Transportation. 
 Not petroleum. Energy. 
 Not DVDs. 
 Entertainment. @ivanovitch
  24. 24. Businesses will do better in the end if they concentrate on meeting customers’ needs, rather than on selling products. - Theodore Levitt, 1960 @ivanovitch
  25. 25. What business 
 do you think you’re in? What do your customers 
 actually want and need? What business do consumers think you’re in? What opportunities emerge from giving them what they want? @ivanovitch
  26. 26. the television business @ivanovitch
  27. 27. Television still thinks that it is in the business of BROADCASTING
 CONTENT in order to so that it can BUILD HUGE
 AUDIENCES MAKE $$$ FROM
 ADVERTISERS. @ivanovitch
  28. 28. an interesting pattern 1. Networks focus on content for the
 Lowest Common Denominator. @ivanovitch
  29. 29. an interesting pattern 1. Networks focus on content for the
 Lowest Common Denominator. 2. The shows that inspire the most devotion
 are often the first to get canceled. @ivanovitch
  30. 30. an interesting pattern 1. Networks focus on content for the
 Lowest Common Denominator. 2. The shows that inspire the most devotion
 are often the first to get canceled. 3. Fans of these “cult hits” have no recourse
 except to protest the networks. @ivanovitch
  31. 31. the traditional television
 business model offers viewers a take-it-or-leave-it proposition. @ivanovitch
  32. 32. fans networks vs @ivanovitch
  33. 33. they fight back. When fans get ignored, @ivanovitch
  34. 34. pre-internet
  35. 35. internet
  36. 36. @ivanovitch
  37. 37. @ivanovitch
  38. 38. doesn’t pay the rent. Passion is great, but it @ivanovitch
  39. 39. @ivanovitch
  40. 40. “…But NBC executives made clear on Tuesday that the renewal came about mainly because of an advertising partnership that was suggested to Ben Silverman, a chairman of NBC Entertainment, by Subway executives, who were enthused about the special marketing opportunities the show afforded the company…” @ivanovitch
  41. 41. @ivanovitch
  42. 42. Q: If Castle had its series finale tomorrow and Fox said to you and Joss: “We screwed up, let’s try doing Firefly again.” Would you do it?
 A: Yes. Yes. I would examine very closely Fox’s reasoning — I’m a little gun-shy. 
 If I got $300 million from the California Lottery, the first thing I would do is buy the rights to Firefly, make it on my own, and distribute it on the Internet. @ivanovitch
  43. 43. @ivanovitch
  44. 44. contributed more than $1 Million. 12,000 fans No one even
 had to ask. @ivanovitch
  45. 45. “Shut up and take my money!”
  46. 46. hasn’t changed. yet the core business model @ivanovitch
  47. 47. @ivanovitch
  48. 48. @ivanovitch
  49. 49. @ivanovitch
  50. 50. @ivanovitch
  51. 51. @ivanovitch
  52. 52. • Propose an idea. • Set a minimum fundraising goal. • Set a fundraising deadline. • No financial ROI. • Offer other incentives. • It’s all or nothing. How it works. @ivanovitch
  53. 53. We had one month to get
 $2,000,000. It took less than ten hours. @ivanovitch
  54. 54. Has‘VeronicaMars’hintedatthevalue ofservingnicheaudiences? Has‘VeronicaMars’suggestedthe
 valueofcreator/fanrelationships? Has‘VeronicaMars’revealedthatfans
 aretiredofbeingignoredbynetworks? @ivanovitch
  55. 55. (Many of our backers didn’t even care about Veronica Mars. @ivanovitch
  56. 56. @ivanovitch
  57. 57. crowdfunding. a common problem with @ivanovitch
  58. 58. Don’t just create a movie. 
 Create a year-long experience. 
 Don’t just keep the promise. 
 Overdeliver on it. Don’t just market to fans. 
 Build a lasting relationship. @ivanovitch
  59. 59. @ivanovitch
  60. 60. @ivanovitch
  61. 61. @ivanovitch
  62. 62. @ivanovitch
  63. 63. @ivanovitch
  64. 64. @ivanovitch
  65. 65. @ivanovitch
  66. 66. @ivanovitch
  67. 67. interesting a few results. @ivanovitch
  68. 68. RESULT 1 creator/fan relationship. We saw the value of a direct @ivanovitch
  69. 69. This is the best money 
 I’ve ever spent. This isn’t the studio’s movie, it’s ours! I’ll give 10 times as 
 much next time! I’m getting everyone 
 I know to go see it. The movie was great, 
 but this experience 
 has been even better. 
 I feel so involved! Can we do the next movie on Kickstarter too? @ivanovitch
  70. 70. @ivanovitch
  71. 71. @ivanovitch “Whatever anyone involved does, for the rest of your careers: I’ll be behind you.”
  72. 72. @ivanovitch
  73. 73. RESULT 2 focusing on our fans. We were praised and criticized
 for the same exact thing: @ivanovitch
  74. 74. @ivanovitch
  75. 75. “Veronica Mars is far less interesting (except, probably, to its fans) as a movie than as a potential model for financing the kind of smaller films that major Hollywood studios aren’t much interested in making anymore.” @ivanovitch
  76. 76. 1. Always consider what business you’re actually in. 2. There’s value in serving small, devoted communities. 3. Treat people like partners, not customers. 4. Focus on the relationship. Loyalty will follow. 5. What you’re selling isn’t what you’re selling.
 Your brand isn’t your product, but what it means. @ivanovitch relevant a few lessons.
  77. 77. @ivanovitch where do you go from here?
  78. 78. @ivanovitch 1. Could a credit union develop a cult following? 2. How do you turn your customers and members 
 into fans and collaborators? 3. Where are the national banks failing, and not interested enough to fix the problems? useful a few questions.
  79. 79. nor should you try. You can’t compete with the banks, @ivanovitch
  80. 80. @ivanovitch
  81. 81. @ivanovitch
  82. 82. @ivanovitch customer service vs. customer experience
  83. 83. @ivanovitch@ivanovitch
  84. 84. @ivanovitch
  85. 85. @ivanovitch CASE STUDY @ http://bit.ly/THINK-FourSeasons
  86. 86. 1. Stop striving to compete with the banks. 
 Let the banks start competing with you. 2. Figure out the difference between your industry and your “real” business (what members care about). 3. Focus on the opportunities CUs have to create experiences that would be impossible for banks. 4. No one loves or shares ideals with their bank. 
 Those are huge opportunities for CU’s. 5. Consider the larger role you could serve in the lives of your members to earn their loyalty and fandom. start where to @ivanovitch
  87. 87. http://bit.ly/THINK-WinFriends http://bit.ly/THINK-Nudge

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