creating the ultimate member experience
Post on 19-Oct-2014
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Webinar I gave on how to use social networking with membership data to produce a better member experience. Written and conducted while working at Higher LogicTRANSCRIPT
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“Creating the Ultimate Member Experience”Aptify & Higher Logic Joint Webinar
March 25, 2009,12 PM EST
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Scott StoneVice President, Sales Aptify
Suzanne CarawanVice President, Marketing & StrategyHigher Logic
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• Pain-free interaction with your organization at every touch point– Uninterrupted experience– Predictable – Validation of importance of users’ time– Attitude of gratitude– Recognition– Unexpected rewards
What is the Ultimate Member Experience? (UMX)
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• Companies can add 25-95% net increase to their bottom line by retaining just 5% more of their customers.*
• Loyal customers are worth more and create additional customers through word-of-mouth.
*Statistics from SOCAP International
Why Create the UMX?
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• If you take a group of customers that is worth $1 million in sales during the first year, these are the customer values after 10 years with a: – 70% retention rate $4,038,000 – 80% retention rate $6,012,000 – 90% retention rate $9,562,000
• Using the 10 year revenues from a 70 percent retention rate: – A 10% increase will increase revenue by 49% – A 20% increase will increase revenue by 137% *
*Statistics from SOCAP International
Why Create the UMX?
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• Infrastructure that allows for easy storage, retrieval, manipulation and analysis of data at the individual and group level
• Infrastructure that is open to connect with other systems to allow for the exchange, import and export of necessary data to create the full profile of each user
Enabling the UMX: What Does it Take?
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• Contact management• Commerce management• Activity management• Relationship management• Document management• Social media management*• Social networking capabilities*
Enabling the UMX: Today’s Tools
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• A social network is a good addition for your members. A social network tied to Aptify is great for your members!
• Social Networks enable groups of like-minded individuals to congregate and share knowledge ...sound familiar?
• Integration is where the value comes from, and is highly dependent on the AMS.
• The AMS must seamlessly transfer relationship and interest information in and out of database. Aptify already does this!
Social Networking Overview
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• Members are the experts• Empower members to self-select into groups
and directly interact• Your organization’s website is the new
conference room: be at the center of the discussion and capture the information
• Gather user behavior data at the individual and group level
The UMX: Why Social Networking?
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Social Networking Approaches
• Anyone can access personal and/or professional information
• Less secure
• Specific to an organization’s brand, mission, interests, values and events
• Members-only
Public Networks Private Label Solutions
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The Solution “Ecosystem”
Aptify Platform
Aptify CRM
Aptify Application Modules
Aptifye-Business
ContentManagement
SocialNetworking
Internet Access
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The Solution “Ecosystem”
• Add Graphic
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Integrating Social Media with an AMS
– Access to new sources of relevant information generated by experts in the field
Member Benefits
– Ability to form/create communities or groups based on interests, hobbies, etc.
– Auto-prompting of people that you should know to facilitate faster networking
– Ability to stay in touch (through career changes and/or life changing moments)
– Geographic, demographic boundaries are no longer an issue– Reduces barriers to entry
– Faster engagement and rapport-building
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Integrating Social Media with an AMS
– Institute the value of your organizations brand
Associations
– Embrace new technologies (both from an individual and association perspective)
– Leverage information to improve business practices/processes
– Reach a diverse segment of the population • Professional Communities/Groups • Fans/Friends • Professional Interests/Hobbies • Take sub-service strategies to the next level!
– Free your staff for other important work
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Integrating Social Media with an AMS
– Incorporate viral marketing and member referral campaigns• Fundraising, membership, campaigns, grass-roots and events
Examples
– Use as a recruitment tool
– Use as a marketing tool
– Manage a member’s change in employers
– Advance social causes
– Establish and grow an interactive knowledge base
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Open Social & Aptify’s Open Web Services
• Support plan for Open Social
• Aptify’s Open Web Services (Fusion’s CoP, Higher Logic, etc.)– Aptify’s embedded components
• Future uses of social media
Open Social is a set of common application programming interfaces (APIs) for web-based social network applications, developed by Google along with MySpace and a number of other social networks.
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• Security issues• Branding/marketing concerns• Availability of resources • Advanced planning (think about strategy upfront) • User adoption• Metrics
Pitfalls/Concerns
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CONFIDENTIAL
UMX: Social Networked Experience
Data from Aptify
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CONFIDENTIAL
UMX: Social Networked Experience
Data from Aptify
Data from Aptify
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CONFIDENTIAL
UMX: Social Networked Experience
Access to library and viewing / submission permissions based on data in Aptify
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• Open, flexible infrastructure to allow data exchange and storage with other systems
• Member-centric tools that allow users to be the expert and decide their own connections/interactions with peers through your website
• Your organization is the facilitator and provides an uninterrupted, delightful user experience so that users can directly engage with one another
UMX: Summary
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Q & A
Questions?
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