Membership Seminar Edinburgh December 2012

Membership Seminar

Membership OrganisationsBig challenges Digital answers?

Membership Seminar

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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

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5ish sectorsmembership organisationsthird sectoreducationhealthfinancial servicesdestinations

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5ish studiosLondonEdinburghCardiffMelbournePerth(Worthing)

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22 yearsexperiencequalitystabilityloyaltyresults

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MSh

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MSh

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meaningful ideasintelligently delivered

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Our research

2001-2006Our 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

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Our research

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60+Our research

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The challenges

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Our research

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Models, models...

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Models, models...

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Models, models...

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Models, models...

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Models, models...

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Models, models...

GraduatesJoins UniversityMiddle yearsFirst yearThinking of applying

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The curve of digital engagement

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Meeting challenges along the curve of digital engagement

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Value to membersValue to the organisation?

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Revenue, content, communities and technology

Rob van Tol Senior Consultant

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



Often these gates add up to a series of gates that members have to traverse to get to highest value product41



The experience is not one of being seduced42


On the internet now, services offer the majority of offering for free43


And encourage you to fill out the proposition by setting the norm and small nudges44


And offering value adds that are only possible online45


And working hard to up sell their premium proposition46


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

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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

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Actually delivered by Man Met Uni but eConsultancy brand is now stronger than the universitys 56

Providing added value online

FreePremiumMonthly

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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

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Too much content, too many sources

The content monster ate my site63


The content monster ate my siteVery few organisations either realise they are publisher or have effective editors64


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


Dont be the pub bore!

Listen, buzz monitor and listening to similar communities88


Dialogue is 2-way

Buzz Monitoring90

Focused communities work better91


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


House of cards97


As bad, committing to technologies that are set in stone98


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


And yet we cling on to these printed documents, as far away from the boundaries of technology107


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


But today we are looking at the future possibilities for digital and for our old trusted friend print110


Because who knows when we will see situations like this. Oh yes.111


How many people have taken this bold step? Is it any good?112


What about these? How many times have you read one cover to cover?113


Member news #1473

Probably all sending out a plethora of emails. How personalised? Usually ends up with information overload114


We could do better.115


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


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


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


There is of course a time and a place for printed publications people like to read on the train119


But we know this is coming, so how to we marry the two?120


QR codes enhance and add depth to the printed experience and maybe reduce costs?121


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


Augmented reality the next step123


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






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


Actually expectations are very different. 152


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


And dont even think about social media unless you know it well. How many of you have heard of weibo?154


Some attempt to solve this problem with microsites culturally sensitive imagery. But this can be a nuclear option155


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


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


Provide learning and chances to earn CPD etc online158


Provide learning and chances to earn CPD etc online159


Virtual webinars and e learning resources160


Virtual webinars and e learning resources161


By facilitating professional networking and discussion on a virtual forum162


By facilitating professional networking and discussion on a virtual forum163


By providing tools and opportunities to benefit from you.164


Videos as we saw earlier. They dont have to be expensive just relevant, timely and engaging165


Answer: A website worth the price of membership in itself?166


By providing up to the minute content and information, and signposting to other sources, as a trusted filter of information167


And by delivering a mobile experience that adds true value beyond just the bare minimum168


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?

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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

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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

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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

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If you dont like change, youre going to like irrelevance even less

General Eric Shinseki, retired Chief of Staff, U. S. Army

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unique value creation

Michael Porter

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If Id asked my customers whatthey wanted theyd have saida faster horse! Henry Ford

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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

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Strategy is about making choices; what to do - and what not to do

Michael Porter

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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!

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Challenge, Objective, Action

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A strategic roadmap

With a roadmap to achieving it prioritised and set against the corporate objectives190

A strategic roadmap






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A strategic roadmap

Coordinated strategiesBrand expression






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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

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Think bigStart smallAct quickly

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There will be a time when you believe everything is finished.

That will be the beginning Louis L'Amour

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Your thoughts?

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Membership Seminar Edinburgh December 2012

Documents

Transcript of Membership Seminar Edinburgh December 2012