Suzanne Carawan, CMO of HighRoad Solution, presents how top associations are thinking about and executing on their digital marketing strategies. HighRoa

1. Modern eMessaging for
Associations
Date: Wednesday, June 18th
Time: 3-4:15 pm
Hashtag: #MMCConLM7

2. Presenter-Attendee Agreement
• Velvet Chainsaw
1. The Law Of Motion (Two Feet).
2. Texting, tweeting, live blogging welcome.
3. Good vibrations please.
4. Be present. Be active. Use respect.
5. Take care of your own needs.
6. Disagreements and differences are valued and
important.
7. We invite and welcome your feedback and opinion.

3. Presenter-Attendee Agreement
• Velvet Chainsaw
1. The Law Of Motion (Two Feet).
2. Texting, tweeting, live blogging welcome.
3. Good vibrations please.
4. Be present. Be active. Use respect.
5. Take care of your own needs.
6. Disagreements and differences are valued and
important.
7. We invite and welcome your feedback and opinion.

4. Presenter-Attendee Agreement
• Velvet Chainsaw
1. The Law Of Motion (Two Feet).
2. Texting, tweeting, live blogging welcome.
3. Good vibrations please.
4. Be present. Be active. Use respect.
5. Take care of your own needs.
6. Disagreements and differences are valued and
important.
7. We invite and welcome your feedback and opinion.

5. Presenter-Attendee Agreement
• Velvet Chainsaw
1. The Law Of Motion (Two Feet).
2. Texting, tweeting, live blogging welcome.
3. Good vibrations please.
4. Be present. Be active. Use respect.
5. Take care of your own needs.
6. Disagreements and differences are valued and
important.
7. We invite and welcome your feedback and opinion.

6. Presenter-Attendee Agreement
• Velvet Chainsaw
1. The Law Of Motion (Two Feet).
2. Texting, tweeting, live blogging welcome.
3. Good vibrations please.
4. Be present. Be active. Use respect.
5. Take care of your own needs.
6. Disagreements and differences are valued and
important.
7. We invite and welcome your feedback and opinion.

7. Presenter-Attendee Agreement
• Velvet Chainsaw
1. The Law Of Motion (Two Feet).
2. Texting, tweeting, live blogging welcome.
3. Good vibrations please.
4. Be present. Be active. Use respect.
5. Take care of your own needs.
6. Disagreements and differences are valued and
important.
7. We invite and welcome your feedback and opinion.

8. Big Trend #4: Tagging

9. Big Trend #5: Hyper-Personalization

10. Big Trend #6: Integrated Systems

11. Big Trend #7: Transactional Platform

12. Big Trend #8:
Redefined Email Infrastructure

13. Big Trend #9:
Marketing Power
• Integrated systems & automated emails allow
teams to:
– shift energy to being creative
– allow for strategic planning
– free up time to measure & refine
“Life’s too short for just email marketing”

14. Big Trend # 10:
User-Centric Design
• Let the user decide:
– The type/topics of content delivered
– Periodicity of delivery
– On which device to consume content
– How/When/If they want to further engage

15. Trends in Action
David Martin
VP Content & Marketing
Electronic Retailing Association

16. About ERA
• Trade association of direct-to-consumer
marketplace
• 450 member companies in 45 countries
• $300 Billion Market
• Challenges:
– Marketing to Marketers
– Small Staff
– Limited Resources with High Expectations
– Majority of Revenue from D2C Show

27. (Event Registration Platform)
(AMS)
(CMS)
(Target Audience)
(Email Engine)

28. 1) Tag Website Content
Blog Post

29. 2) Match Content to Attendee
Status, Badge Type,
Membership, Acquisition or
Retention Email
3) Schedule date to appear
in Newsletter

30. 4) Deliver Content
Automatically in
Responsive Email to Drive
Better Results

31. Trends in Action
Jenny Thiel
Digital Communications Manager
Society for Neuroscience

32. About Society for Neuroscience
• Largest base of scientists & physicians
understanding the brain & nervous system
• 42,000 members
• 90 countries
• 130 chapters
LIZ1

33. Slide 32
LIZ1 who study
LIZ, 3/26/2014

34. Fast Facts of SfN Email Program
• 230,238 subscribers
• Heavy email sending calendar
• Using promotional & transactional message
sending platforms
LIZ2
LIZ3
LIZ5

35. Slide 33
LIZ2 We are still verifying this number
LIZ, 3/26/2014
LIZ3 delivery schedule
LIZ, 3/26/2014
LIZ5 delivery
LIZ, 3/26/2014

36. SfN Email Portfolio
– The Journal of Neuroscience
– Advocacy Network Newsletter
– Friends of SfN Fund
– Exhibitor Sales
– Neuroscience Nexus (News)
– Special Programs (Brain Awareness Video Campaign)
– Job Updates
– Event Marketing (webinar, conferences, etc)
– Renewals & Membership
– Chapter Emails
• On average, have a send scheduled 4 days per week
LIZ4

37. Slide 34
LIZ4 emails
LIZ, 3/26/2014

38. Challenges
• How to radically increase the targeting &
relevance to members while lowering the
workload for staff?

39. SfN’s Road to Relevance
• Get the Right:
– Data
– People
– Content
– Experience
– Messaging Process

40. Road to Relevancy:
1) Right Data: Segmentation Sync

41. Major Trends
AMS Website Email/Newsletters Social Media Mobile
Add fields for
member-input
for preferences
Responsive Responsive Integrated with
other platforms
Integrated with
other platforms
Add fields to
store additional
member
preferences of
communication
channels (CASL)
Creation of
Communication
Preference Center
Pages
Use of Transactional
Delivery Networks
Social loop
functionality to
track shares, likes
and forwards
Use of email
campaigns to drive
mobile adoption &
alert user as to
content available
on mobile
Store social
media profile
information
Creation of
Landing Pages for
Inbound Lead
Capture
(integrated forms)
Automated, dynamic
newsletters based on
AMS & CMS
Centralization of
publishing,
monitoring &
measuring social
SMS messaging
Collection of
mobile numbers
for SMS
Tagged Content
and RSS feeds
Increased use of call-
to-action buttons that
resolve to landing
pages
Use in lieu of
websites

42. Major Trends
AMS Website Email/Newsletters Social Media Mobile
Add fields for
member-input
for preferences
Responsive Responsive Integrated with
other platforms
Integrated with
other platforms
Add fields to
store additional
member
preferences of
communication
channels (CASL)
Creation of
Communication
Preference Center
Pages
Use of Transactional
Delivery Networks
Social loop
functionality to
track shares, likes
and forwards
Use of email
campaigns to drive
mobile adoption &
alert user as to
content available
on mobile
Store social
media profile
information
Creation of
Landing Pages for
Inbound Lead
Capture
(integrated forms)
Automated, dynamic
newsletters based on
AMS & CMS
Centralization of
publishing,
monitoring &
measuring social
SMS messaging
Collection of
mobile numbers
for SMS
Tagged Content
and RSS feeds
Increased use of call-
to-action buttons that
resolve to landing
pages
Use in lieu of
websites

43. Results of Using
Right Data for Relevancy
• Integration Provided SfN with:
– Pre-segmentation mailing groups that are
automatically updated based on dates, opt-in/out and
manual staff updates
– Provided mechanism for staff to do queries in
Personify Marketing Module that will automatically
create/update new segments in email database
– Highly targeted lists based on demographic and
behavioral criteria
LIZ11

44. Slide 39
LIZ11 AMS
LIZ, 3/26/2014

45. Road to Relevancy:
2) Right People
• Give People Content Choices:
– Only want to talk to people that want to listen!
• Driven by interest areas in Person record

46. Road to Relevancy:
2) Right People

47. Road to Relevancy:
2) Right People

48. Road to Relevancy:
3) Right Content
• Implemented a taxonomy in the content
management system that perfectly matches the
interest areas in the Personify Customer record
• Integration automatically matches content to
member and dynamically populates email
template
• Email template includes logic to decide how
many articles are served up to each user, what to
display and more
LIZ12

49. Slide 43
LIZ12 AMS
LIZ, 3/26/2014

50. Road to Relevancy:
3) Right Content (Member Portal)LIZ9

51. Major Trends
AMS Website Email/Newsletters Social Media Mobile
Add fields for
member-input
for preferences
Responsive Responsive Integrated with
other platforms
Integrated with
other platforms
Add fields to
store additional
member
preferences of
communication
channels (CASL)
Creation of
Communication
Preference Center
Pages
Use of Transactional
Delivery Networks
Social loop
functionality to
track shares, likes
and forwards
Use of email
campaigns to drive
mobile adoption &
alert user as to
content available
on mobile
Store social
media profile
information
Creation of
Landing Pages for
Inbound Lead
Capture
(integrated forms)
Automated, dynamic
newsletters based on
AMS & CMS
Centralization of
publishing,
monitoring &
measuring social
SMS messaging
Collection of
mobile numbers
for SMS
Tagged Content
and RSS feeds
Increased use of call-
to-action buttons that
resolve to landing
pages
Use in lieu of
websites

52. Road to Relevancy:
3) Right Content (Personify)LIZ10

53. Slide 45
LIZ10 in AMS
LIZ, 3/26/2014

54. Road to Relevancy:
3) Right Content (CMS)LIZ15

55. Slide 46
LIZ15 This looks like an RSS code, not an email code. Jenny can supply an updated screen shot.
LIZ, 3/26/2014

56. Road to Relevancy:
3) Right Content (Hyper-personalized)

57. Big Trend #1: Responsive Design

58. Big Trend #1: Responsive Design

59. Big Trend #1: Responsive Design

60. Big Trend #1: Responsive Design

61. Slide 51
LIZ13 May have to remove the HighRoad logo from this graphic
LIZ, 3/26/2014

62. Results of RelevancyLIZ14

63. Slide 52
LIZ14 This is the same screen shot as slide 18. Move the next 3 slides to after slide 18?
What we thought of doing instead, for the "Results of Relevancy" slides, is to summarize:
1. Personalized communications (we care about what you want)
2. Driving more people back to SfN website
3. Better open rates (last slide)
....and ADD (or end with) a slide showing the SfN Nexus newsletter screenshot, and our plan to begin auto-personalizing this bi-weekly newsletter
using this target marketing process that has been so sucessful for e-alerts and email marketing.
LIZ, 3/26/2014

64. Results of Relevancy

65. Results of Relevancy

66. Results of Relevancy

67. Results of Identifying the
Right People for Relevancy

68. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

69. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

70. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

71. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

72. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

73. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

74. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

75. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

76. Big Trend #2: Preference Centers
• Language Preferences
• Sending Time Preferences
• Time Zone Preferences
• Zip Code Location
• Screen/Device-Independence

77. Trends in Action
American Society of Association Executives

78. Member Portal

79. Pull members from AMS

80. AMS Taxonomy

81. Preference Center

82. AMS
Taxonomy

83. CMS

84. Hyper-personalization (Member 1)

85. Hyper-personalization (Member 1)

86. Hyper-personalization (Member 2)

87. Hyper-personalization (Member 2)

88. Responsive

89. Responsive

90. Big Trend #3: Better Use of AMS Data
• Moving into using individual-level
specific data for targeting &
automated delivery
• Using multiple source systems for
content
• Using established tagging systems
across content
• User-dictated preference levels &
selections
• No staff involvement in production,
distribution or delivery

91. Big Trend #3: Better Use of AMS Data
• Moving into using individual-level
specific data for targeting &
automated delivery
• Using multiple source systems for
content
• Using established tagging systems
across content
• User-dictated preference levels &
selections
• No staff involvement in production,
distribution or delivery

92. Big Trend #3: Better Use of AMS Data
• Moving into using individual-level
specific data for targeting &
automated delivery
• Using multiple source systems for
content
• Using established tagging systems
across content
• User-dictated preference levels &
selections
• No staff involvement in production,
distribution or delivery

93. Big Trend #3: Better Use of AMS Data
• Moving into using individual-level
specific data for targeting &
automated delivery
• Using multiple source systems for
content
• Using established tagging systems
across content
• User-dictated preference levels &
selections
• No staff involvement in production,
distribution or delivery