Richard Gott, Interim Director of Membership Services, Royal College of Psychiatrists and Heather Forrester, Managing Director, Research by Design Ltd., present results from the MemberWise ‘Harnessing the Web’ survey.

1. HARNESSING THE
WEB 2015
 Heather Forrester
 Managing Director, Research by Design
 Richard Gott
 Interim Director of Membership Relations,
Royal College of Psychiatrists (RCPsych)
and MemberWise Network Founder

2. BACKGROUND TO THE SURVEY
Online survey to MemberWise Network
229 questionnaires completed, primarily by
directors and managers
Mixture of size and representation of organisations
Focused on individual and corporate membership

3. KEYS GOALS FOR 2015
Increase member
acquisition
Increase engagement
Increase member retention
Grow membership revenue
Increase member satisfaction

4. KEY CHALLENGES
Goals Challenges

5. CRM/Web Integration

6. THE MOBILE WEB
4%
9%
20%
39%
28%
(Low importance) 1 to 2
3 to 4
5 to 6
7 to 8
(High importance) 9 to 10
Importance Current Use of Responsive
Design
Yes,
50%
No,
39%
Unsure,
11%

7. MULTIPLE DATABASES
Membershi
p
Events
Account
s

8. MEASURING ENGAGEMENT
31%
31%
35%
39%
45%
45%
54%
69%
Proactively develop unpopular content
Review analytics at ops meetings
Measure member conversions
Develop custom reports with analytics
tools
Regularly report analytics to SMT/board
Proactively develop popular content
Track visits within the members areas
Regularly generate website analytics
reports

9. EMAIL ANALYTICS
 ¾ use ‘open’ and ‘click through’ rates to measure member
engagement
 2 out of 3 have an average ‘open rate’ of between 21% and 40%
 9 out of 10 have ‘click through rates’ of 30% or less
 Average sector click through rate is 18%
 Acceptable click-through rate = 21% to 30%

10. MEMBER ENGAGEMENT WITH SOCIAL
MEDIA
30%
2%
4%
5%
7%
10%
19%
23%
Unsure
Over 50%
41% to 50%
31% to 40%
21% to 30%
11% to 20%
6% to 10%
Less than 5%

11. ATTITUDES TOWARDS SOCIAL MEDIA

12. RESOURCES DEDICATED TO SOCIAL
MEDIA

13. WEBSITE PERSONALISATION IS
INCREASING
41% +21%

14. AGE OF CMS
11%
19%
17%
20%
22%
11%
Less than a
year
1 to 2 years
2 to 3 years
3 to 5 years
Over 5 years
Unsure

15. PERFORMANCE RELATED
OBSERVATIONS
 New member acquisition is top goal for 2nd year
 System integration continues to be an issue & multiple databases
are still held
 Sector is communicating & marketing HARD not SMART
 Member personalisation is increasing, delivering online member
engagement/value
 Sector starting to render content linked to online behaviour
 New, updated, upgraded or unified CMS/CRM needed
 3 in 10 thinking about updating, upgrading or replacing

16. PERFORMANCE RELATED
OBSERVATIONS
 Sector starting to Cross Sell / Up Sell / Offer More Targeted Content
 Organisations rightly focusing on content that is relevant and valued
 A need for organisations to review content that is not valued also!
 Great to see the sector are on top of cost (new digital projects)
 Sector needs to improve on timely delivery with our suppliers
 Online accessibility continues to be an issue
 Twitter is currently the ‘Top Dog’ platform

17. SECTOR OBSERVATIONS
FROM RBD
 Members in many professions complain of being time poor.
 Information therefore has to be relevant.
 The minority use social media; their views can be unrepresentative yet
their voice is loud!
 Effective use of IT coupled with well designed data collection tools is
the way to achieving relevancy.
 The sector is still very immature and trying to find its way.

18. RECOMMENDATIONS FOR
PERFORMANCE ENHANCEMENT
 Measure online social activity/email marketing campaigns
 Transform results by split testing emails to key segments
 Adopt a corporate approach to email marketing
 Check content across devices – Any Place / Anywhere / Any time

19. RECOMMENDATIONS FOR
PERFORMANCE ENHANCEMENT
 Proactively use analytics insight
 We are harnessing the web in more diverse ways
 A need not to get distracted with ‘bells and whistles’
 The notion of ‘gotta have an app’ is dead
Focus on accessible, valued, targeted and engaging online content.
This will lead to improvements in member recruitment, retention,
value and growth…

20. TAKING IT TO THE NEXT LEVEL…
 Copies of report available in hard copy today
 Online version available to download via
 Online Info Graphic to share with colleagues
 www.memberwise.org.uk
 Harnessing the Web conference
 4 November / The Lancaster / London
 www.harnessingtheweb.com
 Contact: richard.gott@memberwise.org.uk
 @MemberWise