Creating the Ultimate Member Experience


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Webinar I gave on how to use social networking with membership data to produce a better member experience. Written and conducted while working at Higher Logic

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  • Definition of Open Social from Wikipedia – Box
  • Definition of Open Social from Wikipedia – Box
  • Definition of Open Social from Wikipedia – Box
  • Definition of Open Social from Wikipedia – Box
  • Definition of Open Social from Wikipedia – Box
  • Creating the Ultimate Member Experience

    1. 1. “Creating the Ultimate Member Experience”Aptify & Higher Logic Joint Webinar March 25, 2009,12 PM EST<br />
    2. 2. Scott Stone<br />Vice President, Sales <br />Aptify<br />Suzanne Carawan<br />Vice President, Marketing & Strategy<br />Higher Logic<br />
    3. 3. Pain-free interaction with your organization at every touch point<br />Uninterrupted experience<br />Predictable <br />Validation of importance of users’ time<br />Attitude of gratitude<br />Recognition<br />Unexpected rewards<br />What is the Ultimate Member Experience? (UMX) <br />
    4. 4. Companies can add 25-95% net increase to their bottom line by retaining just 5% more of their customers.*<br />Loyal customers are worth more and create additional customers through word-of-mouth.<br />*Statistics from SOCAP International<br />Why Create the UMX? <br />
    5. 5. If you take a group of customers that is worth $1 million in sales during the first year, these are the customer values after 10 years with a: <br />70% retention rate $4,038,000 <br />80% retention rate $6,012,000 <br />90% retention rate $9,562,000 <br />Using the 10 year revenues from a 70 percent retention rate: <br />A 10% increase will increase revenue by 49% <br />A 20% increase will increase revenue by 137% *<br />*Statistics from SOCAP International<br />Why Create the UMX? <br />
    6. 6. Infrastructure that allows for easy storage, retrieval, manipulation and analysis of data at the individual and group level<br />Infrastructure that is open to connect with other systems to allow for the exchange, import and export of necessary data to create the full profile of each user<br />Enabling the UMX: What Does it Take? <br />
    7. 7. Contact management<br />Commerce management<br />Activity management<br />Relationship management<br />Document management<br />Social media management*<br />Social networking capabilities*<br />Enabling the UMX: Today’s Tools <br />
    8. 8. A social network is a good addition for your members. A social network tied to Aptify is great for your members!<br />Social Networks enable groups of like-minded individuals to congregate and share knowledge ...sound familiar? <br />Integration is where the value comes from, and is highly dependent on the AMS.<br />The AMS must seamlessly transfer relationship and interest information in and out of database. Aptify already does this! <br />Social Networking Overview <br />
    9. 9. Members are the experts<br />Empower members to self-select into groups and directly interact<br />Your organization’s website is the new conference room: be at the center of the discussion and capture the information<br />Gather user behavior data at the individual and group level<br />The UMX: Why Social Networking? <br />
    10. 10. Social Networking Approaches <br />Public Networks<br />Private Label Solutions<br />Specific to an organization’s brand, mission, interests, values and events <br />Members-only<br />Anyone can access personal and/or professional information <br />Less secure <br />
    11. 11. The Solution “Ecosystem” <br />Internet Access<br />Aptify<br />e-Business <br />Content<br />Management<br />Social<br />Networking<br />Aptify Application Modules <br />Aptify CRM <br />Aptify Platform<br />
    12. 12. The Solution “Ecosystem” <br />Add Graphic <br />
    13. 13. Integrating Social Media with an AMS<br />Member Benefits <br />Access to new sources of relevant information generated by experts in the field<br /><ul><li>Ability to form/create communities or groups based on interests, hobbies, etc.
    14. 14. Auto-prompting of people that you should know to facilitate faster networking
    15. 15. Ability to stay in touch (through career changes and/or life changing moments)
    16. 16. Geographic, demographic boundaries are no longer an issue
    17. 17. Reduces barriers to entry
    18. 18. Faster engagement and rapport-building</li></li></ul><li>Integrating Social Media with an AMS <br />Associations<br />Institute the value of your organizations brand <br /><ul><li>Embrace new technologies (both from an individual and association perspective)
    19. 19. Reach a diverse segment of the population
    20. 20. Professional Communities/Groups
    21. 21. Fans/Friends
    22. 22. Professional Interests/Hobbies
    23. 23. Take sub-service strategies to the next level!
    24. 24. Free your staff for other important work
    25. 25. Leverage information to improve business practices/processes </li></li></ul><li>Integrating Social Media with an AMS<br />Examples<br />Incorporate viral marketing and member referral campaigns<br />Fundraising, membership, campaigns, grass-roots and events<br /><ul><li>Use as a recruitment tool
    26. 26. Use as a marketing tool
    27. 27. Manage a member’s change in employers
    28. 28. Advance social causes
    29. 29. Establish and grow an interactive knowledge base</li></li></ul><li>Open Social & Aptify’s Open Web Services<br />Support plan for Open Social<br />Aptify’s Open Web Services (Fusion’s CoP, Higher Logic, etc.)<br />Aptify’s embedded components <br />Future uses of social media<br />Open Social is a set of common application programming interfaces (APIs) for web-based social network applications, developed by Google along with MySpace and a number of other social networks. <br />
    30. 30. <ul><li>Security issues
    31. 31. Branding/marketing concerns
    32. 32. Availability of resources
    33. 33. Advanced planning (think about strategy upfront)
    34. 34. User adoption
    35. 35. Metrics</li></ul>Pitfalls/Concerns <br />
    36. 36. UMX: Social Networked Experience<br />CONFIDENTIAL<br />Data from Aptify<br />
    37. 37. UMX: Social Networked Experience<br />CONFIDENTIAL<br />Data from Aptify<br />Data from Aptify<br />
    38. 38. UMX: Social Networked Experience<br />CONFIDENTIAL<br />Access to library and viewing / submission permissions based on data in Aptify<br />
    39. 39. UMX: Summary<br /><ul><li>Open, flexible infrastructure to allow data exchange and storage with other systems
    40. 40. Member-centric tools that allow users to be the expert and decide their own connections/interactions with peers through your website
    41. 41. Your organization is the facilitator and provides an uninterrupted, delightful user experience so that users can directly engage with one another</li></li></ul><li>Q & A <br />Questions?<br />