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Building Personal Online Journeys - #HTWEB15 - from Purple Vision


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At Harnessing the Web 2015, the annual MemberWise conference, Purple Vision colleagues Mags Rivett & Dawn Varley presented online journeys for members.

This presentation identifies what they are, why you need them and how to get started - as well as some of the pitfalls to consider when setting this up.

The session was interactive and invited attendees to draw a journey each and hand it in. Purple Vision have created a playbook of example journeys for event delegates based on this.

Published in: Government & Nonprofit
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Building Personal Online Journeys - #HTWEB15 - from Purple Vision

  1. 1. Building Truly Personal Online Journeys for Members Dawn Varley – Lead Consultant Mags Rivett – Head of Marketing & Digital
  2. 2. Charities of all sizes & focus InternationalProfessional, Membership & Regulatory Average CSAT Score 9.8
  3. 3. Page 3Page 3 We’ll cover • What’s personal • What’s a journey • Why it matters • A framework for moving towards personalised content • A framework for building journeys • Examples – including a chance to do one for yourself now • Playbook
  4. 4. Page 4Page 4 Subs Mentoring News How do you manage member expectation & engagement so everyone gets what they need? Campaigns Fundraising Resources Multi- channel Responsive Training, Conference, Seminar Networking Personal or tailored YourofferingExpectation
  5. 5. Most interactions are still isolatedInstead, we should think Journey
  6. 6. Page 6Page 6 Personalised journeys can be basic or complex Basic Complex • Simple and easy to complete • Typically with one channel • Learning – data gathering • Joining dots • Frequently still in one channel Developing • Multi device • If this then that rules • Dynamic content
  7. 7. Page 7Page 7 Basic
  8. 8. Page 8Page 8 Developing Anonymous Browser Known User First Interaction Registration Towards a Supporter Emily sees XYZ on Facebook that was shared by a member. Emily shares the content and Likes our page. We invite to Emily to sign up for the newsletter – there’s more about XYZ in the next edition. Emily registers for our newsletter providing her email address and full name for our database. Emily’s registration triggers an autoresponder welcome series. What she clicks on helps us start to identify her interests.
  9. 9. Page 9Page 9 … Complex, multi-channel Anonymous Browser Customer visits looking for info on membership Known User Downloads resources from your site – leaves name and address in exhange Create Account Start of an account – a) key interest b) email for communications Customer Support Interaction with Customer Service team – add phone number. Buys a Membership Buys a membership over the phone Multi-Brand Purchaser Downloads app – books accommodation, buys books, starts to engage with attending delegates Loyal Customer Use SMS to send links to event app - Engaged Invite to relevant event via email – send text to get a special code Engage Membership Triggers Membership Journey First Purchase Registers for Event Loyal Customer Anonymous Browser Known User
  10. 10. Page 10Page 10
  11. 11. Segment Send Capture data Learn Refine Truly personal, genuine 1:1 is possible when you have Top Tech | Masses of Data | Time | £££ Truly Personal? Starts with a search for commonality and communications which feel more personal. Builds towards truly personal as tech| training | data & insight develops
  12. 12. • Improves click-thru by •14% • Improves conversion by •10% Personalisation … Source: Return Path - Email
  13. 13. • Higher open rates for segmented content than undifferentiated content •+ 30% Segmentation
  14. 14. Learn + Observe + Ask + Personalise Understand + Content + Behaviour + Response Test & Listen + A vs B vs C + If x, then y … + Timing Transition + named to known + transactional to engaged + engaged to committed Steps in to building journeys
  15. 15. Create a journey
  16. 16. • What is the trigger that starts the journey – will always be something that happens or a data interaction? • What’s the end goal? • What tools do you have to use – only email? social media? • How do they fit together? Step 1, step 2? • What end goal stops the journey? – some cycle on until an action is taken … Create a Journey • Most email tools allow some kind of triggered email (Mailchimp, Campaign Monitor). • Otherwise, your calendar is your friend!
  17. 17. Examples – Simple Trigger: Registered for conf via email Goal: Download app to pre- register for side trips & sessions Email Thanks for signing up. Download the app to register for side trips: Linky 1 Linky 2 Linky 3 Link to app Email Note you haven’t yet registered for the side trips. Download the app – supply SMS for direct link to your phone. 7 days Email Don’t want the app? Register via email for your side trips. Other benefits of app – final push etc … 7 days Trigger Event Registration Data • Email address Goal • App • Gather SMS permission Channel Email
  18. 18. Example Journeys • Event Registration Promotion • Event registration • Event – post event eg proceedings, feedback, early bird offer for next year? • Training – pre course requirements, post event homework • Welcome journey for email sign ups • Membership welcome journey • Membership renewal countdown/cycle • Shop Sales – abandoned cart • Social engagement – joining or engaging • New member enquiry -
  19. 19. Tools Email Social Media Web Mobile Creative Email Ads Predictive Intelligence Push notifications Ads Open Sponsored Posts Banner Ads Beacons Bluetooth Contests Forward Posts Landing Pages Apps Click thru Shared content SMS message Surveys Call
  20. 20. Pitfalls in building online journeys
  21. 21. • If it ain’t broke, don’t fix it: a lot of people in organisations still don’t see the harm in ‘batch & blast’ … • Think of it as customer-driven engagement or the search for commonality rather than personalisation. That’s may explain it better for some. • Segmentation is key. Start big and drill down as you build profiles based on data and behaviour. • Integrated systems help. You can do it without high tech tools though – just have to be more organised for data pulls and handling data changes.
  22. 22. • Evolution not revolution - It is not always easy, so small, simple steps are by far the best approach. • Requires attention - this is continuous innovation in real life. A new way of working. • Preparation is key – of course. Focus on where you can start, build out a few, then add some more. Take time to draw out your tools and resources, data sources and triggers. • Map out potential journeys and look for ways to automate to save admin time so you can reinvest it in building on journeys.
  23. 23. Next Steps • Hand in draft journey – real or imaginary • Playbook of your journeys for you to use and be inspired • Slides via & harnessing the web site
  24. 24. @purple_vision
  25. 25. Resources to help you build truly personal online journeys
  26. 26. Why?
  27. 27. Learn + Observe + Ask + Personalise Understand + Content + Behaviour + Response Test & Listen + A vs B vs C + If x, then y … + Timing Transition + named to known + transactional to engaged + engaged to committed Steps to build personal journeys
  28. 28. Learn + Observe + Ask + Personalise Learn • What do we know already? [name, location, interest?] • What can we find out quite easily? [ask! observe – analytics, how did they find out about us?] • What are they interested in? [what do they click on in emails?] • How can I use that information to start to personalise their experience?
  29. 29. Understand Understand + Content + Behaviour + Response • What content gains comments, likes or clicks? • Am I more likely to get comments to articles about this subject via Facebook, or via blogs? • When do people engage with us – time of day? When we post on certain topics? This plus basic learning is the start of building customer profiles – groups or segments.
  30. 30. Test and Listen Test and Learn + A vs B vs C + If x, then y … + Timing + Content + Behaviour + Response • Do I get a better response with this subject line, or that one? [A/B split] • ITTT logic rules – if this, then that …[if a customer opens and clicks on this link, the next email will contain.., if they don’t then ….] • Testing is the key! Apply the learning to your groups or segments
  31. 31. Transition Predict + named to known + transactional to engaged + engaged to committed • So now we know a name, where they are, what they read and react to and when … they are known and not anonymous. • They’ve moved from being one click transactions – book this event – to an engaged audience, with interest in what we have to say … • An engaged audience is more likely to commit – to participate, to donate, to share our vision … • Listen, test, refine to achieve transition
  32. 32. Permissions – different devices often require different user permissions (phone, SMS, email). Factor this in when building your preference centres, and data pulls. Advisory notes SystemIntegration – most effective when systems are integrated. Think about how you can use what you have now more effectively and how you can move towards a more integrated future. Preparation – as with most things in life, preparation is key. Broad personas, where and how you capture data, building out journeys, pressing send when
  33. 33. Page 34Page 34 Balancing Act Your Org Customer Time Interest Trust Content Insight Data
  34. 34. @purple_vision