The second part of Precedent's Membership Organisations seminar, launching our new report into the challenges that they are facing and how they may be met digitally.
6. Our most valued asset – the magazine
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7. Our most valued asset – the magazine
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8. Our most valued asset – the magazine
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9. Our most valued asset – the magazine
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10. Our most valued asset – the magazine
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11. Our most valued asset – the magazine
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12. Our most valued asset – the magazine
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13. Our most valued asset – the magazine
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14. Our most valued asset – the magazine
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15. Our most valued asset – the magazine
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16. Our most valued asset – the magazine
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17. Our most valued asset – the magazine
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18. Our most valued asset – the magazine
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19. Considerations
• Think beyond a magazine – and PDFs, and emails…
• Deliver a mix of relevant, personalised content and
overall messages
• Enable your members to choose how they consume
your articles
• Empower experts to curate content on your behalf
• Combine print and digital to bolster your online
ecosystem
Our most valued asset – the magazine
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21. It is a simple decision
The question is what and how (not if)
Mobile is here now
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22. Know your audience
Mobile is here now
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23. Know your audience
Mobile is here now
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24. Your options
• Bog standard - mobile “optimised”
• Everybody loves apps
• New kid on the block – responsive design
Mobile is here now
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25. Option 1: mobile optimised
Mobile is here now
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26. Mobile is here now
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27. Option 1: mobile optimised
Mobile is here now
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28. Option 2: everybody loves apps…
Mobile is here now
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29. Option 2: everybody loves apps…
Mobile is here now
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30. Option 3: responsive design
Mobile is here now
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31. Storyboard your responsive experience…
Mobile is here now
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32. Or think mobile first?
Mobile is here now
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33. Considerations
• 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 bullet
• Designing for mobile should be an integral part of
future development
• Mobile/responsive design will become as intrinsic
to the web as accessibility
Mobile is here now
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46. A digital answer?
Adrian Porter – Head of Strategic Research
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47. There are many elephants in the membership
organisation board room
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48. recession enables organisations to de-clutter their
products and services lists as well as offering the
opportunity to present ‘climate-specific benefits’ to
members
Sue Froggatt
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51. it wouldn’t 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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52. 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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53. If you don’t like change,
you’re going to like
irrelevance even less
General Eric Shinseki, retired Chief of Staff, U. S. Army
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54. unique value creation
Michael Porter
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65. Think big
Start small
Act quickly
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66. There will be a time when
you believe everything is
finished.
That will be the beginning
Louis L'Amour
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Notas del editor
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 today
We recognise the savings and the advancement of tech – but there are serious implications in changing
How many people have taken this bold step? Is it any good?
What about these? How many times have you read one cover to cover?
Probably all sending out a plethora of emails. How personalised? Usually ends up with information overload
We could do better.
This is how we are getting our information nowadays – not tied to publication dates, few cost overheads, enables discussion/commenting. How many have ablog?
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 mix
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 fresh
Curating, publishing fresh content – who the flipping conkers is going to own all of this? The web team? Not on your nelly
Actually it can be more than that – empower others to write and curate on your behalf. Retain editorial control, but allow others to find and write up to date info
There is of course a time and a place for printed publications – people like to read on the train
But we know this is coming, so how to we marry the two?
Cambridgeuni 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 might…
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!
Stats are not important – mobile is here now
If you want to work out what, or how, Look at analytics and understand which areas of the site are being used for whta
think about context, and your personas (mark S) Under what circumstances are they browsing? Because they need specialist, on the go info?
Understanding users, context and motivation will inform your options.
Good for – nothing really
Which brings us here… pointless.
Good example – mobile optimised “m” site. Technically a “different” site but does the job
Aegon pension reform gives pro information on mobile -
Apps – it’s 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 wisely
Responsive – where it’s at.
And if you can cut that content down – can you cut it down on desktop? Microcontent.
Typical experience of a UK website trying to talk overseas.
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 ecosystem
And don’t even think about social media unless you know it well. How many of you have heard of weibo?
Some attempt to solve this problem with microsites – culturally sensitive imagery. But this can be a nuclear option
And never mind overseas, what about your members in the UK? Do your scottish members feel valued? What about those in Bedford?? How to engage
Provide learning and chances to earn CPD etc online
Provide learning and chances to earn CPD etc online
Virtual webinars and e learning resources
Videos as we saw earlier. They don’t have to be expensive – just relevant, timely and engaging
By facilitating professional networking and discussion on a virtual forum
By providing up to the minute content and information, and signposting to other sources, as a trusted filter of information
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
That doesn’t mean trying to do everything fairly well – at the expense of doing a few things very well
Instead need to cut through the volume of content and instead focus on delivering a few compelling services excellently
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
RM is all around us so much that we don’t really even question it any more. Youtube now a synechdoche for video in general, and that’s what we’ll 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)
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
Because whereas the traditional model sees a digital strategy sitting firmly in the remit of the MarComms teamStudent 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 & COMMS
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 PROCESSTraditionally 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
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream