4. Social Media to Retain
Members
Gareth Jones
Area Marketing Manager, Membership
CII
www.cii.co.uk
@mrgarethmjones
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5. The Chartered Insurance Institute
• 105,000 Members
• Professional and Membership body
• Qualifications and Membership
• 200 employees
• 60 local institutes
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6. Membership Lifecycle
Recruit Individual Members (Employers)
Membership Lifecycle
Traditional ways of engagement:
• Welcome Packs
• Phone Calls
• Mailings
• Emails
• Events
• Focus Groups
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7. Engagement by Social Media
Marketing and Communications Objective – Retain by Engagement
• Member Benefit
– Add value by broadcasting
– Share expertise that cant on public forums
– Exclusive Network
– Up to date with policy changes and events
• CII Benefit
– Understanding key topics to provide benefits
– Retain members
– Member benefit
– Advocacy
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8. Engagement by Social Media
• Late to Social Media
• CII
– Linked-In – Private (7,000 members)
– Twitter (1,600 followers)
– You Tube
• Local Institutes
– Guidelines for 60 Local Institutes
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9. Results so far...
Loss rate for CII has declined over the last two
years by 3%.
• Retention programme (Segmented) introduced has
helped to improve retention.
• Engagement - Social Media
• Automatic Renewals DD
• 3 Month Lapsing
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10. How do we create further value?
• Future for Social Media?
• Tracking
• CRM systems
• Value to business
• Google Plus
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The top social media networks officially useed for membership are: Facebook 86%, Twitter78%, LinkedIn (Public) 55%, YouTube 55%, and LinkedIn (Private) 29%. member organisations have increased their official use of Twitter: 66% in 2010, 71% in 2011, and now 78% in 2012. member organisations have increased their official use of YouTube: 35% in 2010, 45% in 2011, and now 53% in2012. 11% of associations are now officially using Google+.Organisations with more than20,000 members are much more likely to use social media, 96% use Facebook, 90% useTwitter, and 70% use YouTube.
