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Membership Seminar
Membership OrganisationsBig challenges Digital answers?
Membership Seminar
1
Today0900 Introduction and report overview0920 Revenue, content, communities and technology throughout the membership lifecycle1010Break1025Magazines, mobile and the global opportunity 1055A digital answer?1125Questions, answers and discussion1145 Close
Today1230 Introduction and report overview1250Revenue, content, communities and technology throughout the membership lifecycle1340Break1355Magazines, mobile and the global opportunity 1425A digital answer?1455Questions, answers and discussion1515 Close
Wifi: PrecEdinburgh93-95hanoverstr#PrecSem
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 4
Who are Precedent?
80 expertsstrategy & researchbranding & communicationsuser centred designdevelopment & hostingdigital marketing
6
5ish sectorsmembership organisationsthird sectoreducationhealthfinancial servicesdestinations
7
5ish studiosLondonEdinburghCardiffMelbournePerth(Worthing)
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22 yearsexperiencequalitystabilityloyaltyresults
9
MSh
10
MSh
11
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 12
meaningful ideasintelligently delivered
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 13
Our research
2001-2006Our research
2007-2008Our research
2008-2010Our research
2010-2011
Our research
2012
Our research
the web is moving faster than our organisation, its internal structures, and decision-making processes can keep up with
A senior employee of one of our membership clients
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 20
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 21
Our research
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 22
60+Our research
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 23
The challenges
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 24
Our research
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 25
Models, models...
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 26
Models, models...
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 27
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 28
Models, models...
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 29
Models, models...
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 30
Models, models...
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 31
Models, models...
GraduatesJoins UniversityMiddle yearsFirst yearThinking of applying
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 32
The curve of digital engagement
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 33
Meeting challenges along the curve of digital engagement
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 34
Value to membersValue to the organisation?
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 35
Revenue, content, communities and technology
Rob van Tol Senior Consultant
Communicating the value of membership
A more permeable approach to membership
Communicating the value of membership
A more permeable approach to membership
A typical approach of membership organisations is to set up a gate, that members have to qualify in order to qualify40
Communicating the value of membership
A more permeable approach to membership
Often these gates add up to a series of gates that members have to traverse to get to highest value product41
Communicating the value of membership
A more permeable approach to membership
The experience is not one of being seduced42
Communicating the value of membership
On the internet now, services offer the majority of offering for free43
Communicating the value of membership
And encourage you to fill out the proposition by setting the norm and small nudges44
Communicating the value of membership
And offering value adds that are only possible online45
Communicating the value of membership
And working hard to up sell their premium proposition46
Communicating the value of membership
Only high value is charged, basics is freeOpposite of membership cost to join and free for rest47
TED is free to watch, but a cost to go in person48
FT is less about what it is selling, more about what it knows about its customersFailing newspaper in 2002 to one of the few to make moneyFT can do this because 1. its news has value (unlike general news), 2. users attract luxury ads 3. Moves users up the value chain1/3 of clientele are digital, but create 73% of profit
49
Small as possible gate to entry50
More niche, specialist content, sold at a premiumum 51
But not above special offers to lower the gateway even lower52
Picture of busy person, try before you buy snack, bite, meal53
Graded delivery54
Structured for group as well as individual memberships
55
Actually delivered by Man Met Uni but eConsultancy brand is now stronger than the universitys 56
Providing added value online
FreePremiumMonthly
57
BMA Fifty-fifth Annual Meeting, Dublin, 1887Providing added value online
?58
Providing added value online
Reach out from HQ: Allow individuals to have their own space in the organisation59
Reach out from HQ: Share projects, courses, collaboratively60
Reach out from HQ: Web meeting, teaching, presentingIOD: blog or video conference or whatever
61
Too much content, too many sources
The content monster ate my site63
Too much content, too many sources
The content monster ate my siteVery few organisations either realise they are publisher or have effective editors64
Too much content, too many sources
Membership organisations are usually just as complex as running a government65
Good content should grab the reader66
How? By developing personas (theyre not just for website build) and writing for them 67
By researching web writing68
By really really thinking about headlinesI they dont grab your attention, why write the article69
Some headlines are intrinsically interesting70
Plenty of marketing style guidance on the web71
Not to mention the BBC will tell you how72
Think video73
Think infographics74
Think infographics75
Content lifecycle for the website76
Content lifecycle for a piece of content77
The right community for the right audience
A multi-facetted community approach
Network for detailed conversations79
Why do people join communities?
I want to reflect my Identity*
1* Personal identity or institutional identity?
I want to make Connections2
I want to be part of a Community3
I didnt join to be Sold To
3 of my friends like Yorkshire Tea. It says something about them that they want said
But these are examples of low identified fans
low identified fanmedium identified fanhighly identified fan
Anticipated Reciprocity I give, I get backIncreased Recognition I give, I get rewardedSense of Efficacy I give, I have an impactSense of Community I give, I belongCommon Boundaries Its clear who is in/outEmotional Safety Its inclusive and welcomingSense of Belonging This is part of me, of who I amPersonal Investment I made part of thisCommon Symbols I recognise & use the symbolsShared History Im connected to a valued pastShared Participation Im not alone in this
The right community for the right audience
Dont be the pub bore!
Listen, buzz monitor and listening to similar communities88
The right community for the right audience
Dialogue is 2-way
Buzz Monitoring90
Focused communities work better91
The right community for the right audience
Linked groups have finally got traction92
Closed community for pensions industry93
First Directs Lab is a great way of trying things out and getting feedback without committing 94
Knowing when to leave members alone
There are potentially a lot of technologies to integrate96
Knowing when to leave members alone
House of cards97
Knowing when to leave members alone
As bad, committing to technologies that are set in stone98
Knowing when to leave members alone
Interconnectivity and flexibility its still a very changing place99
and next....
Magazines, mobile& the global opportunity
Mark Russell Strategic Consultant
Our most valued asset the magazine
The digital world can be daunting, as we heard before we are light years away from some of the scary features of this hype curve, for example human augmentation, but some of these speech recognition, location aware services, augmented reality etc are here today106
Our most valued asset the magazine
And yet we cling on to these printed documents, as far away from the boundaries of technology107
Our most valued asset the magazine
70%
Nearly 70% of organisations surveyed would not want to move all communications online and thats quite right a valued, trusted resource108
We recognise the savings and the advancement of tech but there are serious implications in changing not least of which is the fact of VAT on printed materials109
Our most valued asset the magazine
But today we are looking at the future possibilities for digital and for our old trusted friend print110
Our most valued asset the magazine
Because who knows when we will see situations like this. Oh yes.111
Our most valued asset the magazine
How many people have taken this bold step? Is it any good?112
Our most valued asset the magazine
What about these? How many times have you read one cover to cover?113
Our most valued asset the magazine
Member news #1473
Probably all sending out a plethora of emails. How personalised? Usually ends up with information overload114
Our most valued asset the magazine
We could do better.115
Our most valued asset the magazine
This is how we are getting our information nowadays not tied to publication dates, few cost overheads, enables discussion/commenting. How many have ablog?116
Our most valued asset the magazine
Users themselves are taking it further. They are no longer bound by the restriction of your magazines. They are seeking information elsewhere and aggregating with tools like flipboard. Your messaging may be diluted in the mix117
Our most valued asset the magazine
RSPB for example have taken this challenge on head first for their members publishing their own articles and curating others on a paper.li system also automated related links, so while the content may fall from relevance, there is still an opportunity to point people to fresh incoming news. Much more dynamic, engaging and fresh118
Our most valued asset the magazine
There is of course a time and a place for printed publications people like to read on the train119
Our most valued asset the magazine
But we know this is coming, so how to we marry the two?120
Our most valued asset the magazine
QR codes enhance and add depth to the printed experience and maybe reduce costs?121
Our most valued asset the magazine
Cambridge uni here bolster their printed prospectus with a QR code linking to a set of videos and information never goes out of date, even though the publication might122
Our most valued asset the magazine
Augmented reality the next step123
Our most valued asset the magazine
Image recognition turns the printed page into something interactive and with far more depth than a traditional publication. Also more elegant than QR. The future is here now!124
Our most valued asset the magazine
Image recognition turns the printed page into something interactive and with far more depth than a traditional publication. Also more elegant than QR. The future is here now!125
Our most valued asset the magazine
Image recognition turns the printed page into something interactive and with far more depth than a traditional publication. Also more elegant than QR. The future is here now!126
Our most valued asset the magazine
Think beyond a magazine and PDFs, and emailsDeliver a mix of relevant, personalised content and overall messagesEnable your members to choose how they consume your articlesEmpower experts to curate content on your behalfCombine print and digital to bolster your online ecosystemConsiderations
Mobile is here now
Speaks for itself 118129
Mobile is here now
The question is what and how (not if)
Its not about hard stats
Stats are not important mobile is here now130
Mobile is here now
But it should be about analytics
If you want to work out what, or how, Look at analytics and understand which areas of the site are being used for whta131
Mobile is here now
Know your audience
think about context, and your personas (mark S) Under what circumstances are they browsing? Because they need specialist, on the go info?132
Mobile is here now
Know your audience
Or, like it or not, are they just browsing to kill some time?133
Mobile is here now
Doing nothing
Good for nothing really134
Mobile is here now
Example of missing the point remember the cambridge university QR code? Of course, we need a mobile to scan it135
Mobile is here now
Which brings us here pointless.136
Mobile is here now
Your optionsMobile optimisedEverybody loves appsResponsive design
Understanding users, context and motivation will inform your options. 137
Mobile is here now
Option 1: mobile optimised
Good example mobile optimised m site. Technically a different site but does the job138
Mobile is here now
Option 1: mobile optimised
Good example mobile optimised m site. Technically a different site but does the job139
Mobile is here now
Option 2: everybody loves apps
Aegon pension reform gives pro information on mobile - 140
Mobile is here now
Option 2: everybody loves apps
Apps its all very exciting. But consider why you are doing it. Must be used to enrich an existing commitment or experience. NAPF app is tied into their conference to help delegate orient themselves, tweet, get news and meet others. But there is a development overhead, so use it wisely141
Mobile is here now
Option 3: responsive design
Responsive where its at.142
Mobile is here now
Obama desktop site pretty comprehensive143
Mobile is here now
Portrait tablet or phone navigation reorders to what is important. They understand motivations.144
Mobile is here now
Storyboard your responsive experience
Mobile is here now
Or think mobile first?
And if you can cut that content down can you cut it down on desktop? Microcontent.146
Mobile is here now
Consider scenarios and motivations on mobile use your personas!There is a time and a place for mobile apps but they are not a magic bulletDesigning for mobile should be an integral part of future developmentMobile/responsive design will become as intrinsic to the web as accessibility Considerations
Mobile is here now
In groups, sketch out the ideal mobile experience for your usersThink about: Context of usage and key information/journeysMobile specific features calling, geolocation, etcYour turn!
Mobile is here now
Your turn!
Physically growing, or digitally reaching
Typical experience of a UK website trying to talk overseas.151
Physically growing, or digitally reaching
Actually expectations are very different. 152
Physically growing, or digitally reaching
There are countless nuances and cultural differences. In the same way as setting up a physical presence overseas (as HSBC reminds us) involves a great deal of local knowledge, so does trying to set up your digital ecosystem153
Physically growing, or digitally reaching
And dont even think about social media unless you know it well. How many of you have heard of weibo?154
Physically growing, or digitally reaching
Some attempt to solve this problem with microsites culturally sensitive imagery. But this can be a nuclear option155
Physically growing, or digitally reaching
And never mind overseas, what about your members in the UK? Do your scottish members feel valued? What about those in Bedford?? How to engage156
Physically growing, or digitally reaching
By creating a digitally connected world. Some of you will devote time and resource to your physical premises, spend the same amount on a digitla campus that allows everyone to feel connected. How do you do this?157
Physically growing, or digitally reaching
Provide learning and chances to earn CPD etc online158
Physically growing, or digitally reaching
Provide learning and chances to earn CPD etc online159
Physically growing, or digitally reaching
Virtual webinars and e learning resources160
Physically growing, or digitally reaching
Virtual webinars and e learning resources161
Physically growing, or digitally reaching
By facilitating professional networking and discussion on a virtual forum162
Physically growing, or digitally reaching
By facilitating professional networking and discussion on a virtual forum163
Physically growing, or digitally reaching
By providing tools and opportunities to benefit from you.164
Physically growing, or digitally reaching
Videos as we saw earlier. They dont have to be expensive just relevant, timely and engaging165
Physically growing, or digitally reaching
Answer: A website worth the price of membership in itself?166
Physically growing, or digitally reaching
By providing up to the minute content and information, and signposting to other sources, as a trusted filter of information167
Physically growing, or digitally reaching
And by delivering a mobile experience that adds true value beyond just the bare minimum168
Physically growing, or digitally reaching
Get your strategy right, execute well on all of these and you will be well on your way to making a digital home for life, without borders.169
A digital answer?
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 171
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 172
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 173
recession enables organisations to de-clutter their products and services lists as well as offering the opportunity to present climate-specific benefits to membersSue Froggatt
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 174
it wouldnt take a hell of a lot for an existing content provider with sophisticated infrastructure to begin to cream off the best of our talent and give them a forum through which to broadcast their expertise...
... and then the next step could be for the provider to begin to offer accreditation/membership to a new organisation approved by our erstwhile members
One of our membership organisation contributors
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 175
the web is moving faster than our organisation, its internal structures, and decision-making processes can keep up with
A senior employee of one of our membership clients
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 176
If you dont like change, youre going to like irrelevance even less
General Eric Shinseki, retired Chief of Staff, U. S. Army
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 177
unique value creation
Michael Porter
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 178
If Id asked my customers whatthey wanted theyd have saida faster horse! Henry Ford
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 180
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 181
That doesnt mean trying to do everything fairly well at the expense of doing a few things very well182
Instead need to cut through the volume of content and instead focus on delivering a few compelling services excellently183
User needs to immediately understand the unique added value this site can offer
184
Strategy is about making choices; what to do - and what not to do
Michael Porter
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 185
What to do. Where to start.
RM is all around us so much that we dont really even question it any more. Youtube now a synechdoche for video in general, and thats what well be focusing on. Our report shows that most people are using video without question, but integration is lacking (as will be a theme throughout this morning)186
Understanding your channels
Were a digital design agency with brand at its core
Specialise in the Education sector
Offices in UK and Australia
A significant proportion of our work is research in our base countries but also throughout Asia
Some paid for some just for fun!
187
Challenge, Objective, Action
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 189
A strategic roadmap
With a roadmap to achieving it prioritised and set against the corporate objectives190
A strategic roadmap
Were a digital design agency with brand at its core
Specialise in the Education sector
Offices in UK and Australia
A significant proportion of our work is research in our base countries but also throughout Asia
Some paid for some just for fun!
191
A strategic roadmap
Coordinated strategiesBrand expression
Were a digital design agency with brand at its core
Specialise in the Education sector
Offices in UK and Australia
A significant proportion of our work is research in our base countries but also throughout Asia
Some paid for some just for fun!
192
Traditional Digital Vision
Because whereas the traditional model sees a digital strategy sitting firmly in the remit of the MarComms team
Student experience can be almost everything from recruitment, open days all the way through to alumni and donationsTechnology is enabler websites, learning environment, HRExternal & internal communications.
REINFORCE THE POINT. USED TO SIT FIRMLY IN MKTG & COMMS193
Enlightened Digital Vision
The more that the stakeholders feel engaged the more the digital vision can be rooted firmly at the heart of the organisation.SHOULD HAPPEN AT END OF PROCESS
Traditionally we look at the digital vision/strategy as something which is very much external facing and to do with the website. Today, a good vision/strategy is not just your externally facing comms & mktg, it is everything that you do e.g. Virtual learning systems, alumni, whole package
194
Think bigStart smallAct quickly
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 195
There will be a time when you believe everything is finished.
That will be the beginning Louis L'Amour
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 196
Your thoughts?
In terms of
1 Recruitment and brand reputation
2 throughout the student experience
3 As a revenue stream 197
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