Harnessing the Web 2014: Association Sector Survey Summary Report

Harnessing the Web 2014

Research Summary Report – Key Findings

In partnership with:

MemberWise Network


Set-up in 1998

Largest ‘Best Practice’ network within the sector

100% independent & run by the sector for the sector

1,400 members

Membership organisations, associations, learned societies, trade unions, business groups, local chambers of commerce

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Supported by commercial sponsorship

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Our Work


• Information, advice and online networking

• Sector Research and Insight

• Website, video channel and Blog

• Monthly eUpdate

• Job service – www.membershipjobs.com

• Free ‘lunch and learn’ sessions

• National conferences and events

• Supplier Directory

Why Focus on harnessing the web


• No solid, quantitative data ‘out there’ until last year

• A real need to ‘take a snap-shot’ & ‘make comparisons’

• Enables us to benchmark and understand our strengths

• Establishes areas for development

• Focus for future sector conferences, events & resources

• Provide relevant insight to sector suppliers

2013 Report – Vital Statistics


How many times do you think last

year’s report was downloaded?

A) 1,000

B) 2,000

C) 3,000

D) 4,000

Objectives


• Share key results

• Discuss findings

• Provide insight

Key Areas


1. Response Profile2. The BIG Picture – Current and Future Goals/Challenges3. Top 20 Uses of the Web4. Online Member Value and Desirable Functionality5. Websites and Integrated CRM Systems6. The Mobile Web7. Social Media8. Email Marketing9. Conclusion and recommendations10. Practical help and resources

Overview


• The survey was sent to over 4,000 membership professionals

• Second consecutive year

• 425 membership professionals responded

• Statistically significant results

• Organisation Size diverse• 10 to 100 staff • 100 to 25,000+ members (up to 250,000)• £500,000 to £3million + (up to £50million)• Increased number of larger bodies 100,000+ members

Organisation Profile & Location of Members


2013 Comparison


• Response Rate up 35%

• Results more statistically significant

• More larger membership bodies responded

• More of us service a ‘global’ audience

• Data sub-sets/Cross-tabulation – Many similar

Key Areas



Key Goal & Challenge for 2014


KEY GOAL: Increase new member acquisition

KEY CHALLENGE:Lack of personalisation on your website

Your Top 5 Goals for 2014


Your Top 5 Challenges for 2014


Key Areas



Top 10 – Your thoughts?


Online Membership Renewals?

eLearning Provision?

Online Members’ Area?

Online Member Directory?

Online Joining? YES

No

No

No

No

Top Twenty (10 – 20)


20) Online Membership Upgrades 19) Third Party Website Advertising18) Online Member Voting17) Online CPD Opportunities16) Online Non-Member Surveys15) eLearning Opportunities14) Online Member Consultations13) Online Member Directory12) Online Member Renewals11) ‘Member Only’ Area

Activity 2014 2013 % + -

Online Membership Upgrades 20 15 22% +3%

Third Party Website Advertising

19 14 23% Unchanged

Online Member Voting 18 N/A 24% N/A

Online CPD Opportunities 17 N/A 29% N/A

Online Non-Member Surveys 16 N/A 36% N/A

eLearning Opportunities 15 13 39% -7%

Online Member Consultations 14 N/A 45% N/A

Online Member Directory 13 12 45% -5%

Online Renewals 12 10 49% -7%

‘Member Only’ area 11 10 56% -3%

Your Top 10…


10) Membership marketing via Online Social Media9) Online Joining8) Online Shop Function7) Online Journal/Magazine6) Membership Marketing Emails5) Online Event Registration4) Online Member Surveys3) Member Email Updates2) Online Information & Advice1) Website

Activity 2014 2013 % + -

Membership Marketing via Online Social Media

10 N/A 60% N/A

Online Joining 9 9 61% -6%

Online Shop Function 8 5 63% -2%

Online Journal/Magazine 7 8 66% +8%

Membership Marketing Emails 6 7 66% +6%

Online Event Registration 5 6 73% +12%

Online Member Surveys 4 N/A 73% N/A

Member Email Updates 3 3 90% +2%

Online information/Advice 2 2 95% +5%

Website 1 1 100% +1%

Observations


• Digital Only Memberships – Up• Online Membership Marketing – Up (esp. Prof. Bodies)• Online Member Research – 1 in 5 still not doing it!• Online Non-Member Research – Higher amongst TAs• Online Joining - Overall provision down

• Higher amongst Prof. Bodies• Online Renewals – Still not in Top 10 & actually down!

• Online journeys – Need to be simplified• Joining/Renewals – Need to increase!

Insight…


Key Challenges

- Economic- Demographic- Technological

Key Areas



Observations


“Members expect an interactive, engaging and value-drivenonline experience.”

• Fact – 4 out of 5 agree• Second consecutive year• We must invest appropriate time & resource• Online Member Value (OMV)• Need to ensure offerings exceed member demand• Review existing online benefits• Develop new…

Create rather than respond


“Members expect an interactive, engaging and value-drivenonline experience.”

• Forward thinking needed!• Move away from simply responding• Something magnetic• Fix an online problem• There needs to be a trigger• The more unique the better• The harder to replicate the better

The web is essential for…


We find out your essential uses of the web….

Essential for: Total Professional Bodies Trade Associations

Recruiting new members

77% (76%) 80% (85%) 65% (62%)

Retaining existing members

81% (77%) 87% (88%) 78% (73%)

Marketing the benefits of membership

85% (85%) 94% (94%) 84% (89%)

Enhancing the value of membership

90% (88%) 95% (96%) 92% (93%)

Enabling a global presence

81% (74%) 92% (80%) 78% (66%)

Key Results


• PERSONALISATION – A big challenge with 2/3rds of us not able to offer this functionality

• 2/3rds believe members value high levels of online self-service

• 79% believe members expect to have questions resolved quickly online.

Insight…


Self-service

• Complex• Agility in execution• Automation• Personalisation• Accuracy • Any device• Single record – Single database• Dynamic “information”

Key Areas



CMS


• 48% of our organisations have CMS less than 3 years old

• Drupal most popular platform

• 87% not yet using CMS to store member details but 55% would consider it

• We expect this to increase• Better use of BIG Data – Knowledge/Behaviour

CRM/Database Provision


CRM & CMS Integration


• Only 51% of organisations have integrated

Perhaps this explains:

• Why personalisation is identified as a key challenge

• Relatively low numbers offering online joining (61%)

• Lower numbers offering online renewals (49%)

Integration Experience


• Time to integrate as expected? 51% - NO!• Cost as expected? 47% - NO!• Performance as expected? 39% - NO!

THEME = NO!

Analytics


Proactively use analytics

• 2013 - 70% • 2014 - 87%

+17%

Analytics


• 57% track visits within member-areas• 55% make changes linked to popular content• 49% report analytics to senior management• 46% review analytics at operational meetings• 40% make changes linked to unpopular content• 12% use visitor behaviour/knowledge to personalise content• Effective online engagement management will change this!• Some examples…

Case Study 1 - EasyJet

• Visitor experience linked to geo-location• Real-time flight prices linked to local airport• Click direct into the booking system• Quick changes possible – Banners linked to weather!• Sitecore (Engagement Management Suite)

Case Study 2 – Amnesty International

• Amnesty International• Previously used multiple platforms• Identifies visitor profile – activists/supporters/others• Renders content accordingly• Led to better engagement• Claranet Private Cloud Solution

Destination - BIG DATA

• Going beyond the ‘Amazon Effect’• Both case studies now doing this• Using knowledge of customer to personalise experience• Ability to use online behaviour to render content

• E.g. Previous Purchases, downloads• Using location to render content• Potentially using the weather to render content

So what? Back to membership bodies -

• Render online content via membership grades• Length of membership – Eligible for Fellowship• Import calls to action – Voting / Campaigns• Careful not to be too ‘Big Brother’!

Online Accessibility


• 43% don’t know if their website is accessible

• 36% unsure of compliance level

• 12% aware of compliance level

• 9% not compliant

• Whatever your platform you need to consider this!

• Good practice information sources in this year’s report

Insight…


The era of CRM is over

• DNA Evolution • Complex technologies• Complex processes• Many databases• Many suppliers• “Static” vs. “Dynamic” pages• Annually increasing costs• Bespoke developments of generalist systems

Key Areas



What are we classing as ‘Mobile’?


Smart-Phones

Tablet Devices

Direction of ‘Mobile’


• In 2013 tablet device shipments reached 184 million (an increase of 53.4% since 2012)

• In 2014 mobile phone device shipments will reach 1.9 billion

• 80% of time on mobile is spent ‘inside apps’

• 72% of tablet owners purchase online from their tablets each week

Mobile Web Ready – Really?


• Possible link to majority now having a CMS under 3 years

• 1/3 do not monitor analytics linked to ‘mobile’

• Opinion now formed that iTunes/Android Apps are not the way forward

Role in retaining members2013 – 15% agreed2014 – 19% agreed (+4%)

Role in improving member engagement2013 – 27% agreed2014 – 35% agreed

Amongst larger membership bodies (£3m to £6m) the numberthat agreed = 36% (+7%)

Current role of the Mobile Web


Role of the Mobile Web in the future


• 73% - The web will help to increase member engagement

• 71% - Members will value online mobile content

• 67% - Mobile web will enable members to engage/network

• 66% - Mobile web will have a role in increasing rec/retention

• 54% - Mobile web will be more engaging

Insight…


The world is already online

• Communication explosion• Behavioural changes• Growing expectations• On-demand access• Personalised experiences• Trust based on accuracy & relevancy• Any device access, but tailored to the device

Key Areas



Popular Platforms – All change!

Most popular platform in 2013 – FacebookMost popular platform in 2014 - Twitter

Your Top 5 Platforms

Online Social Presence & Engagement


• 95% of organisations have an online social presence• 10% of members engage via online social opportunities offered

• 2013 – We rated our activity @ 5/10• 2014 – We think we got better @ 7/10

• Trade Associations/Trade Unions/Regulatory Bodies rated significantly lower @ 3/10

• 60% still think online social networking is a member benefit

Insight…


To be social is to be online, to be online is to be social !

• Its networking in todays world• Networking events have expected costs & benefits• Social networking also has expected costs & benefits

Key Areas



Email Marketing


Email Marketing


• 86% send out a regular eUpdate• 70% send out segmented emails• 71% communicate the value of membership via email• 46% use email marketing to recruit new members

• Of these 46% report positive results

• 48% do not regularly test emails (e.g. multi-device rendering)

What does ‘good’ look like?


• Acceptable open-rate – Between 21 & 25%

• Acceptable click-through rate – Between 1 & 10%

• More favourable than commercial sales emails

Marketing re-defined

• Half the rules not yet written!• Engaging members requires organisational commitment• Controlled leveraging of resources in marketing communications

Insight…


Key Areas



Conclusion & Recommendations


• The web continues to play an important role• A need to transition from CRM to a more engaging model• Prospective and existing member journeys need simplifying• Use BIG data more effectively – Knowledge/Behaviour• Online personalisation is now an expectation• We are marketing hard but are we marketing smart?• Online member engagement needs to be enhanced• Online functionality needs to be optimised

Conclusion & Recommendations


• Websites, CRM systems and social media activity need to be evaluated

• Options include upgrading, updating, replacing or consolidating• Appropriate budget need to be allocated• More of us need to be ‘mobile ready’• We are moving in the ‘right direction’• We hope our network can assist!

Predictions for the year ahead


• Membership bodies will start to adopt ‘badgification’• Adoption of mobile-friendly solutions will continue to grow• Use of images, minimal text and large fonts• Integration of social will continue to increase• More structured use of analytics will grow

Insight… eliminate complexities


Engagement Management System (EMS)

• One Record – One Member – One Database• Engaging “everyone”• EMS makes it; Dynamic, Personalised, Accurate , Relevant,

Accessible, Trusting – leading to participation

Key Areas



Tools and Resources

We can provide practical help and assistance:

• Dedicated website – www.memberwise.org.uk• Online Professional Networking Group• Away Day Facilitation & Consultancy Services• Dedicated support (discounted entry)

• 40+ online presentations and video ‘Insights’• Handy info-graphic to share with colleagues• Monthly eUpdate & Sector Blog

http://www.memberwise.org.uk/

Away Day Case Study: Chartered Society of Physiotherapy

“The MemberWise Network recently facilitated an insightful andthought-provoking session with our marketing andCommunications team, focusing on the development of membervalue through the web.

The session brought together market insight, an evaluation of current practice and live feedback from our members.

We found the session highly useful and would recommend the network’s services to other professional bodies and trade associations.”

• 24 dedicated online focused sessions• Sector’s largest online solution trade exhibition• The Big Picture - Online Strategy Focus• Online Member Personalisation Seminar Stream• Online Member Recruitment/Retention Seminar Stream• Express an interest now & receive 20% off entry

Visit www.harnessingtheweb.com

Harnessing the Web 2014 – Coming soon…!

http://www.harnessingtheweb.com/

Harnessing the Web 2014: Association Sector Survey Summary Report

Technology

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