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Building Loyalty and Engagement in the Member Economy Webinar Slides

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On November 4, 2015, Access Development and author

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Building Loyalty and Engagement in the Member Economy Webinar Slides

  1. 1. BUILDING ENGAGEMENT AND LOYALTY IN THE MEMBERSHIP ECONOMY BRANDON CARTERWEBINAR PRESENTATION
  2. 2. H OST Brandon Carter Marketing Manager, Access Development http://blog.accessdevelopment.com Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  3. 3. FEA TU R ED PR ESEN TER Robbie Kellman Baxter Founder, Peninsula Strategies Author, The Membership Economy Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  4. 4. • THE BIG TAKEAWAY • Business Is Moving Away From Ownership To Membership. ▶ Greater Revenue ▶ Higher Customer Engagement ▶ Greater Commitment From Everyone Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  5. 5. Any Customer-centric Company That Develops Ongoing, Formal Relationships With Customers Is A Membership Organization. Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  6. 6. O W N E R S H I P E C O N O M Y ▶ Product-driven ▶ Big reveal ▶ Customer service minimizes anger ▶ One-way communication ▶ Build in-house ▶ Key metrics: conversion rate, transaction size, economies of scale MEMBERSHIP ECONOMY ▶ Relationship-driven ▶ Continuous innovation ▶ Customer service maximizes loyalty ▶ Two-, Three-way communication ▶ Outsource, configure ▶ Key metrics: retention, customer lifetime value Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy HOW IS THE MEMBERSHIP ECONOMY DIFFERENT?
  7. 7. • B E N E F I T S ▶ Recurring revenue ▶ Direct relationships ▶ Ongoing data ▶ Better customer lifetime value Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  8. 8. O W N E R S H I P T O M E M B E R S H I P Can any business move to an membership model? Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  9. 9. EXA MPLES ▶ Netflix ▶ Pandora ▶ Microsoft ▶ Weight Watchers ▶ American Express ▶ Vanguard Financial ▶ AARP ▶ Your local car wash Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  10. 10. TH E N EW FU N N EL Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy TH E N EW FU N N EL Aware Trial Signup Loyal Subscriber Aware Trial Signup Loyal Subscriber Increasing Engagement (CLV) Referral Source Forever Transaction!OLD FUNNEL MEMBERSHIP FUNNEL
  11. 11. FREEMIUM MODELS • “Freemium” marketing builds awareness, attracts users and increases membership. Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  12. 12. TIERED PRICING ▶ Value of three choices Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  13. 13. ON B OA R D IN G ▶ Remove friction ▶ Build initial interactions for success ▶ Deliver immediate value Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  14. 14. MEMB ER R ETEN TION ▶ To create a membership organization, everyone in the company has to live and breathe the culture of membership. Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  15. 15. T H E I M P O R TAN C E O F B E N E F I T S ▶ Benefits that members value ▶ Make your organization a habit ▶ Ongoing value Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  16. 16. VALUABLE TOOLS ▶ Marketing automation ▶ CRM ▶ Billing ▶ Community ▶ Customer success ▶ Loyalty programs Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  17. 17. BEST PRACTICES • Don’t just answer questions, provide value • Credit card expiration notices • Open lines of digital communication (capture emails) • Partner with other companies • Build online communities Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  18. 18. SU PER U SER S • Loyal and engaged • Community leaders • Ongoing regular usage Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  19. 19. A CCESS DEVELOPMENT Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy
  20. 20. THANKS FOR ATTENDING ▶ Be sure to follow @AccessLoyalty and @robbiebax. ▶ http://accessdevelopment.com ▶ http://www.peninsulastrategies.com/ ▶ Free, non-pushy consultation Building Engagement & Loyalty in the New Membership Economy I @AccessLoyalty I @RobbieBax I #MembershipEconomy

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