HARNESSING THE WEB 2015

Heather Forrester Managing Director, Research by

Design

Richard Gott Interim Director of Membership

Relations, Royal College of Psychiatrists (RCPsych) and MemberWise Network Founder

BACKGROUND TO THE SURVEY

Online survey to MemberWise Network229 questionnaires completed, primarily by

directors and managersMixture of size and representation of

organisations Focused on individual and corporate

membership

KEYS GOALS FOR 2015

Increase member acquisition

Increase engagement

Increase member retentionGrow membership revenueIncrease member satisfaction

KEY CHALLENGESGoals Challenge

s

Lack of personalisation

Measuring engagement

Multiple databases

Integration of CRM/website

Acquisition; Engagement; Retention; Revenue; Satisfaction

CRM/Web Integration

THE MOBILE WEB

(Low importance) 1 to 2

3 to 4

5 to 6

7 to 8

(High importance) 9 to 10

4%

9%

20%

39%

28%

Importance Current Use of Responsive Design

Yes, 50%

No,39%

Unsure, 11%

MULTIPLE DATABASES

Membership

EventsAccounts

MEASURING ENGAGEMENT

Proactively develop unpopular content

Review analytics at ops meetings

Measure member conversions

Develop custom reports with analytics tools

Regularly report analytics to SMT/board

Proactively develop popular content

Track visits within the members areas

Regularly generate website analytics reports

31%

31%

35%

39%

45%

45%

54%

69%

EMAIL ANALYTICS

¾ use ‘open’ and ‘click through’ rates to measure member engagement

2 out of 3 have an average ‘open rate’ of between 21% and 40%

9 out of 10 have ‘click through rates’ of 30% or less

Average sector click through rate is 18%

Acceptable click-through rate = 21% to 30%

MEMBER ENGAGEMENT WITH SOCIAL MEDIA

Unsure

Over 50%

41% to 50%

31% to 40%

21% to 30%

11% to 20%

6% to 10%

Less than 5%

30%

2%

4%

5%

7%

10%

19%

23%

ATTITUDES TOWARDS SOCIAL MEDIA

RESOURCES DEDICATED TO SOCIAL MEDIA

WEBSITE PERSONALISATION IS INCREASING

41% +21%

AGE OF CMS

Less than a year

1 to 2 years

2 to 3 years

3 to 5 years

Over 5 years

Unsure

11%

19%

17%

20%

22%

11%

PERFORMANCE RELATED OBSERVATIONS New member acquisition is top goal for 2nd year System integration continues to be an issue & multiple

databases are still held Sector is communicating & marketing HARD not SMART Member personalisation is increasing, delivering online

member engagement/value Sector starting to render content linked to online

behaviour New, updated, upgraded or unified CMS/CRM needed 3 in 10 thinking about updating, upgrading or replacing

PERFORMANCE RELATED OBSERVATIONS

Sector starting to Cross Sell / Up Sell / Offer More Targeted Content

Organisations rightly focusing on content that is relevant and valued

A need for organisations to review content that is not valued also!

Great to see the sector are on top of cost (new digital projects)

Sector needs to improve on timely delivery with our suppliers Online accessibility continues to be an issue Twitter is currently the ‘Top Dog’ platform

SECTOR OBSERVATIONS FROM RBD

Members in many professions complain of being time poor. Information therefore has to be relevant. The minority use social media; their views can be

unrepresentative yet their voice is loud! Effective use of IT coupled with well designed data collection

tools is the way to achieving relevancy. The sector is still very immature and trying to find its way.

RECOMMENDATIONS FORPERFORMANCE ENHANCEMENT

Measure online social activity/email marketing campaigns Transform results by split testing emails to key segments Adopt a corporate approach to email marketing Check content across devices – Any Place / Anywhere / Any

time

RECOMMENDATIONS FORPERFORMANCE ENHANCEMENT Proactively use analytics insight We are harnessing the web in more diverse ways A need not to get distracted with ‘bells and whistles’ The notion of ‘gotta have an app’ is dead

Focus on accessible, valued, targeted and engaging online content. This will lead to improvements in member recruitment, retention, value and growth…

TAKING IT TO THE NEXT LEVEL… Copies of report available in hard copy today Online version available to download via Online Info Graphic to share with colleagues www.memberwise.org.uk

Harnessing the Web conference 4 November / The Lancaster / London www.harnessingtheweb.com

Contact: richard.gott@memberwise.org.uk @MemberWise