Membership Breakfast Club: The 5 Facets of Online Personalisation

5 PRINCIPLES OF ONLINE PERSONALISATION

MEMBERSHIP BREAKFAST CLUB

26/11/2013

WHAT IS THE MEMBERSHIP BREAKFAST CLUB?As pressure to adapt to digital grows, how are you rising to meet the challenge?

The Membership Breakfast Club brings membership professionals together to talk candidly with peers about issues common to all.

Directors of Marketing, Membership & Communications have joined us from across the sector and the group is growing from strength to strength.

Attendees at this event came from a wide range of organisations, including: the Royal College of Nursing, the Institute of Fundraising, the Biochemistry Society and the Chartered Quality Institute.

MEMBERSHIP BREAKFAST CLUB: 5 PRINCIPLES OF ONLINE PERSONALISATION

WHAT IS PERSONALISATION ONLINE?

Personalisation is...

“An experience for the user, dictated by the user.”

“Using what you know about customer needs and interactions to deliver meaningful content which creates value on both sides – for the user and for the business.”

“Creating an experience based on user requirements, not business marketing techniques and values.”


quotes source: econsultancy


WHERE PERSONALISATION EXISTSPersonalisation has become very widespread in many sectors. Prominent channels are:■ Advertising

■ Websites

■ Email marketing and campaigns

■ Social media

■ TV, video and music services

■ Apps


BENEFITS What will you and your members get from a personalised experience:■ Improve user experience

■ Give members what they want are interested in

■ Promote specific services/functionality

■ Increased engagement

■ Increased ROI


WHEN DOES IT WORK?Personalisation works well when you:■ Have established segments and interests

■ Know what your members value

■ Have a lot of content

■ Have content or functionality of value to your members that is

relevant to these segments


IMPLICITBehavioural tracking, items viewed or purchased■ No login required

■ Often complex to implement and refine

■ Difficult to test and measure

■ Netflix + Amazon


EXPLICITUser provides information and interests■ Requires a login and profile

■ Easier to implement algorithms vs. implicit

■ Suits segmentation - membership grade/career stage

■ Dashboards!!


5 PRINCIPLESto consider when planning and implementing a personalised experience:■ Start simple

■ Focus on value

■ Get your data in order

■ Departmental collaboration - governance

■ Measurement


1. START SIMPLEStart with an implementation that:■ is within existing data and system constraints

■ uses existing content

■ doesn’t introduce another system

■ can be extended


SOME EXAMPLESWhat could be do with personalisation:■ content relevant to region, interests or speciality

■ content relevant to membership grade

■ products related to membership grade/career stage

■ functionality relevant to membership - renew, upgrade,

■ functionality relevant to career stage - booking events, exams, training



2. FOCUS ON VALUEWhich personalised factors provide the most value?■ What do members want/need?

■ Where is the value for the organisation?

■ What do you regularly receive requests/calls for?

■ Connect members with each other

■ Ask your members


3. GETTING YOUR DATA IN ORDERAll personalisation is data driven■ more data = more control/power

■ data can be dirty or incomplete

■ data lives across various systems



data source: econsultancy

http://econsultancy.com/uk/reports/the-realities-of-online-personalisation-report

3. GETTING YOUR DATA IN ORDERAll personalisation is data driven■ more data = more control/power

■ data can often be dirty or incomplete

■ data lives across various systems

■ data strategy

○ online registration and profiles

○ progressive profiles

○ explain the value gained






4. DEPARTMENTAL COLLABORATION


Working together is more important than ever■ CRM owned by IT

■ Member services owned by membership team

■ Website owned by web team

■ Personalisation needs alignment of all three

Who is primarily responsible for personalisation in your

organisation?







5. MEASUREMENT Personalisation ■ Define measurable KPIs

○ Increase in login, touchpoints, and engagement

○ Event bookings, CPD & Training, publications

○ ROI

■ Test and learn

■ Report successes


THANKS!

Technology

Membership Breakfast Club: The 5 Facets of Online Personalisation