member engagement strategies presentation for associations & nfps
TRANSCRIPT
Member Engagement
Transform the way users interact with
your organisation’s website
Content Is King
Key Topics
The Importance of Segmentation
Significance of Personalisation
Rewards Systems via Gamification
Dynamic Data
What is Member Engagement?
Content Overload
WHERE DO I START?!
There is no Strategy!
The Pattern of Actions to Achieve an Objective
Potential Content Objectives
1. Bring your Association to the attention of non-members
2. Increase the perceived value of an individual member’s membership
a. Assist them solve a problem
b. Introduce them to other entities
c. Challenge their thinking
3. Nurture a member to make a purchase
4. Increase renewal rates within specific segments
5. Share the value other members have received
8
VALUE
=
BENEFIT
-
SACRIFICE
Serving the Member Journey with Content
STATUS QUO
SHATTERED
SEARCH
AROUND
PROBLEM
FRAME
PROBLEM &
SOLUTION
TALK TO
PEERS &
EXPERTS
START
ENGAGING
PROVIDER
CALMPROCUREM’T
PROCESSNEW MEMBER’S
JOURNEY
Content Anatomy
LOCATE ACTION DISTRIBUTE
What’s the
context? Where
are they on the
member’s
journey? Who
are they?
CONTENT
What action do
you want them
to take after
reading the
content? What
is the
conversion?
How are you
going to
distribute the
content / make
contact with
them?
What is the
content going to
be? Topic,
format etc?
1 2 3 4
Content TYPES along the MEMBER journey
DISRUPTIVE
CUSTOMER
INSIGHTS
Blog posts
Video
Articles
Industry reports
Whitepapers
Events
Podcasts
STATUS
QUO
SHATTERED
Webinars
SEO’d landing pages
How to Guides
Blog posts
Top 10 lists
SEARCH
AROUND
PROBLEM
Webinars
SEO’d landing pages
How to Guides
Checklists
Cheat sheets
Blog posts
Self assessment tools
Q & A
FRAME
PROBLEM &
SOLUTION
Case studies
Testimonials
Referrals
“Ask the expert”
Free consultation
TALK TO
PEERS &
EXPERTS
Your website pages
Testimonials
Fact sheets
Marketing/Sales
materials
START
ENGAGING
PROVIDER
Blog posts
Infographics
Video
Articles
Industry reports
Whitepapers
Events
Podcasts
ebook
CALM
How to Optimise for Successful Delivery of Content
How to Deliver Content Effectively
1. Create Interest Groups (IG)
2. Capture content specific to the IG
3. Create relevant communication,
events, products & services
4. Keep collecting data on each
individual
Segmentation
Commonly used basis for Segmentation
Capture Data Specific to your Organisation
• Career Status – Student, Graduate, Retired, etc• Accreditation Details (Health)• Services sought/provided (Service Providers)• Additional benefits such as registered practice
for medicare, mobile services etc (Podiatrists, Dental, Physiotherapy)
Outcomes
1. Deliver information relevant to needs
2. Targeted newsletter mailing lists
3. Member Directory 4. Real time reporting
"Decisions need to be based on data, not guesswork". – Belinda Moore, CEO, AuSAE
Personalisation
Delivery of targeted and personalised online content based on what we know about a website visitor
• Encourage visitors to “Log in”
• Address the needs of ALL types of visitors
• One size does NOT fit all
Digital Body Language
The tracking and aggregation of ALL digital activity related to an individual that visits your website (email, link clicks, page views, navigation use, etc).
Content Delivery
Once you know what your users are interested in you can deliver personalised content that matches their needs and interests.
Members manage their communication preferences through the member portal.
Gamification
How can Not-For-Profits Gamifytheir websites?
Recognise and reward users who perform interactions and activities with your organisation.
Using Dynamic Data to Improve Engagement
While 52% of members rate their association overall communication as good, only 13% rated it as excellent and 35% think it is average or below average.
How to get the right message to the right people
• Dynamic lists• Segmentation• Personalisation
Deliver 100% unique
communication to each
individual
Outcome
Organisations that report high member engagement scores are in turn rewarded with high member retention.
and remember…
• Content is King • Segmentation is vital • Personalisation is a must• Reward members for their engagement (gamification)
An Increase in retention of 5% can increase profits 25 -75% - AuSAE
Questions
Learn more and see these techniques in action!
Improve your retention rates and grow your association today!
GOAL!Transform the way users interact with your website!