Understanding Membership: Engage & Grow Your Organization

Transcription

1 Understanding Membership: Engage & Grow Your Organization

2 Today s Deep Dive 8:30-10:00 Where We Are Today & Why You re Sorely Needed 10:00-10:20 What You Need to Grow & How to Get It/What to Do 10:20-12:00 Who s Getting It Done

3 #1 Goal: We Need New [Revenue]

4 How Do We Approach?

5 Where Are We Today: Current Digital Landscape Goal: We Need to Grow

6 Typical Association Tech Stack AMS (CRM) CMS ESP ( Service Provider) EMS (Event) PR & Advocacy

7 Usage User Journey AMS (CRM) CMS (Webite) ESP ( Service Provider) EMS (Event) PR & Advocacy People Data

8 Drives Users User Journey AMS (CRM) CMS (Webite) ESP ( Service Provider) EMS (Event) PR & Advocacy People Data

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12 Closed Ecosystem User Journey AMS (CRM) CMS (Webite) ESP ( Service Provider) EMS (Event) PR & Advocacy People Data

13 Free Social AMS (CRM) CMS (Webite) ESP ( Service Provider) EMS (Event) PR & Advocacy People Data

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15 Today you are not behind your competition. You are not behind the technology. You are behind your consumer. Rishad Tobaccowala Chief Strategy & Innovation Officer VivaKi

16 Then: Retention Now: Acquisition The Job Has Changed & We Have the Wrong Tools for the Job

17 Reset the Organizational Mindset

18 Goal: We Need New [Revenue] Now, Let s Look at the Landscape

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20 What s in the Public View? Channel Metric Org Website Visits LinkedIn Ad Impressions Blog Subscriptions Newsletter Subscriptions SlideShare Downloads Landing Page Org Website: Annual Meeting Site Form Submissions Referrals 44 56

21 Now You Channel Metric

22 MarTech

23 The Report that Everyone Wants

24 What Did You Do to Catch the Fish? What pond What bait What time What month What hook What boat How long..

25 Activation What Got the Fish to Swarm? What pond What bait What time What month What hook What boat How long..

26 Conversion What Got the Fish to Bite? What pond What bait What time What month What hook What boat How long..

27 Are We Measuring This?

28 Rise of Impressions & More

29 Campaign

30 Attribution

31 Next: Growing Your Membership Right Strategy Right Tools Right Metrics

32 Break

33 What We Need

34 Where to Get New Blood?

35 Identify Target Markets that Work 1) Conduct Own Research 2) Identify Market 3) Profile Ideal Customer per Market 4) Create Campaign 5) Measure 6) Rinse & Repeat

36 Conduct Own Research with imis Contacts Demographics, etc Areas of Interest/Topic Codes/SICs Committees/Chapters/Roles/Relationships Communities Website Visits Transactions Behavior RFM

37 Conduct Own Research with imis Subscriptions When Did they Make a Purchase Event Registrations & When Donations Certifications/Professional Development Membership Join/Renewal Behavior Legislative Activity # Calls into Customer Service

38 How to Conduct Research IQA, IQA, IQA Gather all web & social analytics Add analytics & verify lists Add Google tags & events Start setting up conversions & referrals

39 Conduct Own Research with imis Source Code Usage Social Channels & Influencer Scoring # Followers Klout Score Likes

40 Identify Market What are the patterns? Who gave us the most revenue for the least pain (PPR Pain-to-Profit Ratio)? Where are these types of people located where is the greatest concentration? Can I scope the market? Define the geographic, demographic, psychographic & behavioral trends that fit

41 Profile Personas

42 Personas Define Add UDFs to customer record Use IQA & Process Manager to assign code to customer record if possible

43 4) Create Campaigns Campaign: Name Appeal: Persona Solicitation: Channel & Source Code

44 The Real World of Campaigns

45 Campaigns Only important to understand: ROI of channel for persona Requires understanding of buyer s journey Requires content mapping to buyer s journey Requires funnel (opportunity) understanding & management Requires discrete & aggregate measurement of each channel

46 Campaigns Where sales+marketing collide= SMARKETING

47 Smarketing Tools: Funnels

48 Smarketing Funnel Suspect: You know them, they don t know you at all Prospect: You have interacted in a way you can evidence Lead: Prospect has indicated interest MQL: Prospect is marketing qualified SQL: Prospect is sales qualified Opportunity: Deal is in the works Customer Evangelist

49 The Content Funnel to Conversion

50 Buyer s Journey

51 Content Mapping

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54 Scoring

55 You Decide Every Organization Needs to Define their Own: Target markets Buyer s personas Lifecycle stages Opportunity stages Call (25%) Proposal (50%) Negotiation (75%) Win/Loss (100%) Scoring

56 Let s Try it Together CLASS EXERCISE

57 The Right Strategy Target Market(s) based on Research Relevant Personas Persona Buyer Journey Content to Promote Funnel Conversion Goals

58 The Right Tools

59 The Right Tools imis+external Public-Facing Channels Source Codes+Google Tags

60 The Right Tools DEMO

61 The Right Metrics

62 Developing the KPI Dashboard Persona-driven RFM Persona-driven campaign evaluation Custom tables with source codes Embed source codes in URLs Keep counts in imis Persona-driven key indicators Persona-driven conversion

63 Who s Doing it Right: Ideas to R&D