CMXvan - User Journeys: Increasing Conversions With Engagement Pyramids and Flowcharts
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Slides from CMX Vancouver's September 10 event. https://events.cmxhub.com/events/details/cmx-vancouver-presents-user-journeys-increasing-conversions-with-engagement-pyramids-and-flowcharts/ How do you keep your best community members? How do you successfully convert new applicants to active members? How do you ensure that they don’t walk off in disappointment when you offer the wrong experience to a highly skilled member? You need two tools: An engagement pyramid to prioritize your goals and roles A user journey flowchart to map, analyze, and optimize the member experience In this interactive session, we've review some commons tools for mapping user journeys. Then we’ll get hands-on the group creates flowcharts that will help you identify how you can create better user experiences. Learning Outcomes Discover how applying user journeys will improve your volunteer recruitment and retention See examples of nonprofits mapping their user journeys and applying engagement pyramids Get hands-on experience documenting user journeys into flowcharts Target Audience Community and program managers who manage memberships and supporters.
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CMXvan - User Journeys: Increasing Conversions With Engagement Pyramids and Flowcharts
- 2. What We Will Do Today 1. Review just some of the ways you can visualize your community 2. Complete an Engagement Pyramid and Persona (if we have time!)
- 3. Ice Breaker What was a memorable customer or membership experience? Why?
- 5. All Hail the Triangle!
- 6. The Sales Funnel WHERE am I losing people? HOW am I losing people? How can I tweak my process? How can I get more efficient? 25% conversion 19% conversion
- 9. Treat Different People Differently “We have the choice to treat [our supporters] as individuals. Not only do they need different things, but they offer differing amounts of value to you and to your project.” - Seth Godin
- 10. 1. Do we have ways for our members to engage at each level? 2. Do we have a way to move the most engaged people to higher levels?
- 12. Let’s Make Our Own Pyramid Let’s build a pyramid
- 13. What are the Benefits of Participation? •it’s NOT about you. People participate for a mix of selfish and altruistic reasons. •68% volunteer because it improves their own well being and makes them happy. •50% volunteer because they want to meet new people and make friends, and to develop new skills and experiences. Or to show off their expertise!
- 14. Architecture of Participation • How can you make it easy for people to contribute? • What ownership can you give? • How do you encourage activity you want? • How can you support the creation of relationships? AKA User Experience (UX)
- 15. Personas Who do you serve and what do they want?
- 16. Let’s Create a Persona • Be specific • Base persona on a real person • Think about their values, motivations, and passions
- 18. Questions 1. Where does this person fit on the pyramid? 2. What level could they move to? 3. How would you know they’re ready for the next level?
Notas del editor
- Hi! I’m Eli from Vancouver! For last 18 years I’ve helped manage teams of volunteers who manage themselves. Today I want to talk about how mapping user journeys.
- ICE BREAKER: What was your best volunteer experience? Why? Folk festival. INSIDE access and a team.
- Hey nerds! Are you ready for a geometry lesson?
- Specifically, we’re going to be talking about the triangle. Triangles are the strongest and most stable shape. Use them to grow and manage your community!
- Getting my work into a proper CRM made all the difference. Otherwise you’ll lose people and forget to follow-up. Process = victory!! A huge increase in the number of groups launched once I started using CRM to set activities.
- Triangle 2: Now let’s turn that funnel upside turn to create a pyramid. This is a reminder that most people are never going to engage. So your job is to create multiple ways for people to engage that matches their interests AND HELPS YOU SORT THE CONTRIBUTORS FROM THE LURKERS So don’t put deep effort into them. Rather, find ways to determine WHO is going to get involved.
- Sorting and prioritization is important. You might briefly feel like a jerk for not treating everyone the same, but we aren’t. People want to engage at different levels, and the Engagement Pyramid reminds us. I find this Seth Godin quote helpful: “we have the choice to treat them as individuals. Not only do they need different things, but they offer differing amounts of value to you and to your project”
- The other way to use the pyramid is Groundwire’s classic engagement pyramid. Mapping your work on an engagement pyramid helps you answer the questions: Do we have ways for our members to engage at each level? Do we have a way to move the most engaged people into higher levels? We all gap gaps - helps identify where we need to do more work to give our supporters a smoother journey.
- Mapping NetSquared to the pyramid. WALK THROUGH THE DIFFERENT GROUPS, STARTING AT BOTTOM. Our gap: at the bottom. What’s BETWEEN attending an event and becoming an organizer? How do I identify and convert? What if they DON’T WANT to host events? What else can they do?
- So be clear about the BENEFITS of volunteering. It’s not about your cause Volunteers want to meet people. Create social opportunities. Give them a chance to build skills Ie. At NetSquared much of my orientation call is identifying motivations and incentives that will keep people in the role. 1/3 are consultants. Others want to build reputation. Or lonely nonprofit techies.
- Do you have volunteer-friendly roles? Do you multiple LEVELS of participation? Think back to the Engagement Pyramid. Do you have roles for people at every level? Do volunteers talk about THEIR project or YOUR project? - Encourage ownership. Reward super engaged volunteers and give them MORE responsibility, inside access, or other privileges.
- How to find me…