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ASAE_GreatIdeas2014_Promote-Engage-Analyze-Repeat_session

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Associations spend precious resources promoting their value proposition into their ecosystem. They have more promotional tools at their disposal than ever before. As the number of tools grow, so do the number of potential constituent engagement touch-points. Data to analyze also grows exponentially. But is “more” translating into “better”?

In this session, we model how a structured approach to Closed Loop Marketing & Engagement can help association professionals turn fragmented communication silos into valuable constituent engagements.

Published in: Marketing
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ASAE_GreatIdeas2014_Promote-Engage-Analyze-Repeat_session

  1. 1. Promote, Engage, Analyze and Repeat Tuesday 11 March 2014 9:00 – 10:15am Hashtag: #ideas14 LR4 Lauren Rattican Janik Mark Shafer Ronald M Moen
  2. 2. The Promise • Associations spend precious resources promoting their value proposition into their ecosystem. They have more promotional tools at their disposal than ever before. As the number of tools grow, so do the number of potential constituent engagement touch-points. Data to analyze also grows exponentially. But is “more” translating into “better”? • In this session, we will model how a structured approach to Closed Loop Marketing & Engagement can help association professionals turn fragmented communication silos into valuable constituent engagements.
  3. 3. AGENDA • Who • What • Why • How • Next • Questions
  4. 4. Who are you ? Role Org Type Do You Ever…
  5. 5. AGENDA • • What is CLM&E ? • • • •
  6. 6. Challenges
  7. 7. How do you ‘promote, engage, analyze’ ? • What are you tracking? • How do you decide what needs to be tracked? • Do you track members’ communication preferences and interests ? • Any organizational taxonomy of terms/interest areas? Opt-in and Content Tagging ? • Are you asking members to opt in? • Where do you track this info? Centralized or Distributed ? • How do you analyze the data? How often • What changes, if any, do you make based on analysis ?
  8. 8. Process 
  9. 9. Promote
  10. 10. Engage
  11. 11. Analyze
  12. 12. AGENDA • • • Why should I do this ? • • •
  13. 13. Achieve your Goals Move beyond ‘Spray & Pray’
  14. 14. Relationships Engagement Personalization
  15. 15. Members invest TIME… they want Self service, and _____ Staff invest ENERGY… they want To See Results, and _____ Boards invest RESOURCES… they want Return On Inv, and _____
  16. 16. Table Time: “ Why ? ”
  17. 17. Table Time: “ Why ? ” • At Your Tables • List Organizational or Department Goals • List Outcomes or KPIs • Five Minutes
  18. 18. Share Your Insights / We All Learn and Grow
  19. 19. • 1,200 paid registrations at the Annual Conference • Increase student membership by 7% • Sell 250 copies of the new book • Upsell a related book on 35 orders • Increase platinum level sponsorship revenue by $50,000 • 20% member participation on the online community Our List
  20. 20. AGENDA • • • • How can I do CLM&E ? • •
  21. 21. How Can I Do CLM&E ? * Remember, 3 Rights Make A Left 
  22. 22. Do Not Sit By Yourself
  23. 23. Get Your Stakeholders Together
  24. 24. Determine what data elements you are going to tag and track Begin with the end in your mind… Don’t Let Analysis Be an Afterthought
  25. 25. For You To Try
  26. 26. • Goal _____________________ • Promote • Engage • Analyze What I might learn ___________________________ • Repeat Take Some Baby Steps…
  27. 27. Table Time: “How ?”
  28. 28. Table Time: “ How ? ” • At Your Tables • List Content and Messaging you can tag and track • List Campaigns, Initiatives or Ideas • Five Minutes
  29. 29. Don’t Be Shy… Share Your Insights… We All Learn and Grow
  30. 30. AGENDA • • • • • What comes Next ? •
  31. 31. 1. Pick One Goal & Define Success
  32. 32. 2. Take Your IT Leader to Lunch 3. Confirm what you already know
  33. 33. 2. Take Your IT Leader to Lunch 3. Confirm what you already know
  34. 34. 4. Plan for the Future 5. Put it all Together 6. Call your IT Leader and Explain Plan
  35. 35. 10. Act! And Be Prepared to Change
  36. 36. 11. Say “Thank You!”
  37. 37. … and Repeat ! …back to #1
  38. 38. You are ready to do this when you return to the office…
  39. 39. Questions ? Rebuttals ? Denials ? #ideas14 LR 4 #ideas14 LR 4 #ideas14 LR 4
  40. 40. THANK YOU ~ our slides will be available in portal~
  41. 41. Contact Us Lauren Rattican Janik Director of Marketing Personify LJanik@personifycorp.com Mark Shafer Director of Marketing The Risk Management Association MShafer@rmahq.org Ronald M Moen Director of Business Development Personify RMoen@personifycorp.com

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