7. Potential Content Objectives
1. Bring your Association to the attention of non-members
2. Increase the perceived value of an individual member’s
membership
a. Assist them solve a problem
b. Introduce them to other entities
c. Challenge their thinking
3. Nurture a member to make a purchase
4. Increase renewal rates within specific segments
5. Share the value other members have received
9. Serving the Member Journey with
Content
STATUS QUO
SHATTERED
SEARCH
AROUND
PROBLEM
FRAME
PROBLEM &
SOLUTION
TALK TO
PEERS &
EXPERTS
START
ENGAGING
PROVIDER
CALM
PROCUREM’T
PROCESS
NEW MEMBER’S
JOURNEY
10. Content Anatomy
1 2 3 4
LOCATE ACTION DISTRIB
UTE
What’s the
context? Where
are they on the
member’s
journey? Who
are they?
CONTENT
What action do
you want them
to take after
reading the
content? What
is the
conversion?
How are you
going to
distribute the
content / make
contact with
them?
What is the
content going to
be? Topic,
format etc?
11. Content TYPES along the
MEMBER journey
CALM
DISRUPTIVE
CUSTOMER
INSIGHTS
STATUS
QUO
SHATTERED
Blog posts
Video
Articles
Industry reports
Whitepapers
Events
Podcasts
SEARCH
AROUND
PROBLEM
Webinars
SEO’d landing pages
How to Guides
Blog posts
Top 10 lists
FRAME
PROBLEM &
SOLUTION
Webinars
SEO’d landing pages
How to Guides
Checklists
Cheat sheets
Blog posts
Self assessment tools
Q & A
TALK TO
PEERS &
EXPERTS
Case studies
Testimonials
Referrals
“Ask the expert”
Free consultation
START
ENGAGING
PROVIDER
Your website pages
Testimonials
Fact sheets
Marketing/Sales
materials
Blog posts
Infographics
Video
Articles
Industry reports
Whitepapers
Events
Podcasts
ebook
19. 1. Create Interest Groups (IG)
2. Capture content specific to the IG
3. Create relevant communication,
events, products & services
4. Keep collecting data on each
individual
Segmentation
21. Capture Data Specific to your
Organisation
• Career Status – Student, Graduate, Retired, etc
• Accreditation Details (Health)
• Services sought/provided (Service Providers)
• Additional benefits such as registered practice
for medicare, mobile services etc (Podiatrists,
Dental, Physiotherapy)
22. Outcomes
1. Deliver information relevant
to needs
2. Targeted newsletter mailing
lists
3. Member Directory
4. Real time reporting
"Decisions need to be based on data, not guesswork". – Belinda Moore, CEO, AuSAE
23. Personalisation
Delivery of targeted and personalised online content based
on what we know about a website visitor
• Encourage visitors to “Log in”
• Address the needs of ALL types of visitors
• One size does NOT fit all
24. Digital Body Language
The tracking and aggregation of
ALL digital activity related to an
individual that visits your website
(email, link clicks, page views,
navigation use, etc).
25.
26.
27.
28. Content Delivery
Once you know what your
users are interested in you can
deliver personalised content
that matches their needs and
interests.
Members manage their
communication preferences
through the member portal.
33. How can Not-For-Profits Gamify
their websites?
Recognise and reward users who perform interactions
and activities with your organisation.
34.
35. Using Dynamic Data to Improve
Engagement
While 52% of members rate their association overall
communication as good, only 13% rated it as excellent and
35% think it is average or below average.
36. How to get the right message
to the right people
• Dynamic lists
• Segmentation
• Personalisation
Deliver 100%
unique
communication
to each
individual
37. Outcome
Organisations that
report high member
engagement scores are
in turn rewarded with
high member
retention.
38. and remember…
• Content is King
• Segmentation is vital
• Personalisation is a must
• Reward members for their engagement (gamification)
An Increase in retention of 5% can increase profits 25 -75%
- AuSAE
POLL Question: Do you have a formally documented content strategy?
Poll Question: Do you use Interest Groups as part of your communication strategy?
Process of dividing a market into groups/segments of members who have similar needs or characteristics and are likely to have similar interests and buying patterns
4.
Membership
Financial
Activity
"Segmentation enables you to make informed decisions about resources allocation and maximise the effectiveness of your marketing dollars.”
POLL QUESTION: Can you personalise website content?
We need to increase online engagement to forge a much stronger and closer relationship with our members, potential members and lapsed members.
One size fits all = digital body language required for tracking.
This “digital body language” data is used to create a visitor profile recording their geographic, demographic and psychographic information.
A “data score” is recorded which highlights their most likely location, and service and industry interests. This score is used to personalise content delivered to the visitor.
Dynamic Content
Content that is customised to the visitor based on their “Digital Body Language” profile.
Static Content
Content that is shown to all visitors independent of their needs, interests or location.
Benefits of Dynamic Content
Builds a persona around a person that provides knowledge of their interests, skills and other segmentation data.
Offers individual or personalised experience to meet the visitors needs.
Increases engagement and builds value.
No user account
Webfriend
Member
POLL QUESTION: Do you think gamification can help your association?
Reward members & build retention
Gamification builds engagement which is reflected by the time spent on site 2mins – 5mins.
How do you want to reward members? which could include:
content read
money spent
events attended
content submitted
points for better content
presenting on a committee
opening a newsletter
community collaboration
ask a question
comment on an article
Other Consideration:
score interactions
points may decay over time (100 points gained this year may only be 10 points by next year)
what is each activity worth and how quickly will they decay?
life time leaderboard
Quantifies something that would otherwise be a vague concept.
Data mining made easy with the ability to target high concentration of members who aren't engaged.
Extra incentive to reach members who have xero or low scores and reward those who have high scores
Leaderboard= been most active on the site– linkedin contribution
"Associations need to actively engage in all of these online mediums to accommodate the different preferences of members“ – AuSAE, association matters
Know where to focus services and content based on what is popular amongst users.