building personal online journeys - #htweb15 - from purple vision

Building Truly Personal Online Journeys for MembersDawn Varley – Lead ConsultantMags Rivett – Head of Marketing & Digital

Charities of all sizes & focus InternationalProfessional, Membership & Regulatory

Average CSAT Score 9.8

We’ll cover

• What’s personal• What’s a journey• Why it matters

• A framework for moving towards personalised content• A framework for building journeys• Examples – including a chance to do one for yourself now• Playbook

Subs Mentoring News

How do you manage member expectation & engagement so everyone gets what they need?

Campaigns Fundraising Resources

Multi-channel Responsive

Training, Conference,

Seminar

Networking

Personal or tailored

Your

offe

ring

Exp

ecta

tion

Most interactions are still isolated Instead, we should think Journey

Personalised journeys can be basic or complex

Basic Complex

• Simple and easy to complete

• Typically with one channel

• Learning – data gathering

• Joining dots • Frequently still

in one channel

Developing

• Multi device• If this then that

rules• Dynamic

content

Developing

AnonymousBrowser

KnownUser

First Interaction

Registration

Towards a Supporter

Emily sees XYZ on Facebook that was shared by a member.

Emily shares the content and Likes our page.

We invite to Emily to sign up for the newsletter – there’s more about XYZ in the next edition.

Emily registers for our newsletter providing her email address and full name for our database.

Emily’s registration triggers an autoresponder welcome series.What she clicks on helps us start to identify her interests.

… Complex, multi-channelAnonymous BrowserCustomer visits looking for info on membership

Known UserDownloads resources from your site – leaves name and address in exhange

Create AccountStart of an account – a) key interest b) email for communications

Customer SupportInteraction with Customer Service team – add phone number.

Buys a MembershipBuys a membership over the phone

Multi-Brand PurchaserDownloads app – books accommodation, buys books, starts to engage with attending delegates

Loyal CustomerUse SMS to send links to event app -

EngagedInvite to relevant event via email – send text to get a special code

Engage Membership Triggers Membership Journey

First Purchase

Registers for Event Loyal

Customer

AnonymousBrowser

KnownUser

Segment

Send

Capture dataLearn

Refine

Truly personal, genuine 1:1 is possible when you have Top Tech | Masses of Data | Time | £££

Truly Personal?

Starts with a search for commonality and communications which feel more personal.

Builds towards truly personal as tech| training | data & insight develops

• Improves click-thru by

•14%• Improves conversion by

•10%

Personalisation …

Source: Return Path - Email

• Higher open rates for segmented content than undifferentiated content

•+ 30%

Segmentation

Learn

+ Observe+ Ask

+ Personali

se

Understand

+ Content+

Behaviour+

Response

Test & Listen

+ A vs B vs C+ If x,

then y …+ Timing

Transition

+ named to known

+ transactio

nal to engaged

+ engaged

to committe

d

Steps in to building journeys

Create a journey

• What is the trigger that starts the journey – will always be something that happens or a data interaction?

• What’s the end goal?• What tools do you have to use – only email? social media? • How do they fit together? Step 1, step 2?• What end goal stops the journey? – some cycle on until an

action is taken …

Create a Journey• Most email tools allow some kind of

triggered email (Mailchimp, Campaign Monitor).

• Otherwise, your calendar is your friend!

Examples – Simple

Trigger: Registered for conf via email

Goal: Download app to pre-register for side trips & sessions

EmailThanks for signing up.

Download the app to register for side trips:Linky 1Linky 2Linky 3

Link to app

EmailNote you haven’t yet registered for the side trips.

Download the app – supply SMS for direct link to your phone.

7 days

EmailDon’t want the app?

Register via email for your side trips.

Other benefits of app – final push etc …

7 days

Trigger Event Registration

Data • Email address

Goal • App • Gather SMS permission

Channel Email

Example Journeys • Event Registration Promotion

• Event registration

• Event – post event eg proceedings, feedback, early bird offer for next year?

• Training – pre course requirements, post event homework

• Welcome journey for email sign ups

• Membership welcome journey

• Membership renewal countdown/cycle

• Shop Sales – abandoned cart

• Social engagement – joining or engaging

• New member enquiry -

Tools Email Social

MediaWeb Mobile Creative

Email Ads Predictive Intelligence

Push notifications Ads

Open Sponsored Posts Banner Ads BeaconsBluetooth

Contests

Forward Posts Landing Pages Apps

Click thru Shared content SMS message

Surveys Call

Pitfalls in building online journeys

• If it ain’t broke, don’t fix it: a lot of people in organisations still don’t see the harm in ‘batch & blast’ …

• Think of it as customer-driven engagement or the search for commonality rather than personalisation. That’s may explain it better for some.

• Segmentation is key. Start big and drill down as you build profiles based on data and behaviour.

• Integrated systems help. You can do it without high tech tools though – just have to be more organised for data pulls and handling data changes.

• Evolution not revolution - It is not always easy, so small, simple steps are by far the best approach.

• Requires attention - this is continuous innovation in real life. A new way of working.

• Preparation is key – of course. Focus on where you can start, build out a few, then add some more. Take time to draw out your tools and resources, data sources and triggers.

• Map out potential journeys and look for ways to automate to save admin time so you can reinvest it in building on journeys.

Next Steps• Hand in draft journey – real or imaginary• Playbook of your journeys for you to use

and be inspired• Slides via purple-vision.com & harnessing

the web site

[email protected]

[email protected]

www.purple-vision.com@purple_vision

Resources to help you build truly personal online journeys

Learn

+ Observe+ Ask

+ Personali

se

Understand

+ Content+

Behaviour+

Response

Test & Listen

+ A vs B vs C+ If x,

then y …+ Timing

Transition

+ named to known

+ transactio

nal to engaged

+ engaged

to committe

d

Steps to build personal journeys

Learn

+ Observe+ Ask

+ Personalise

Learn

• What do we know already? [name, location, interest?]

• What can we find out quite easily? [ask! observe – analytics, how did they find out about us?]

• What are they interested in? [what do they click on in emails?]

• How can I use that information to start to personalise their experience?

Understand

Understand

+ Content+ Behaviour+ Response

• What content gains comments, likes or clicks?

• Am I more likely to get comments to articles about this subject via Facebook, or via blogs?

• When do people engage with us – time of day? When we post on certain topics?

This plus basic learning is the start of building customer profiles – groups or segments.

Test and Listen

Test and Learn

+ A vs B vs C+ If x, then y …+ Timing

+ Content+ Behaviour+ Response

• Do I get a better response with this subject line, or that one? [A/B split]

• ITTT logic rules – if this, then that …[if a customer opens and clicks on this link, the next email will contain.., if they don’t then ….]

• Testing is the key! Apply the learning to your groups or segments

Transition

Predict

+ named to known+ transactional to engaged+ engaged to committed

• So now we know a name, where they are, what they read and react to and when … they are known and not anonymous.

• They’ve moved from being one click transactions – book this event – to an engaged audience, with interest in what we have to say …

• An engaged audience is more likely to commit – to participate, to donate, to share our vision …

• Listen, test, refine to achieve transition

Permissions – different devices often require different user permissions (phone, SMS, email). Factor this in when building your preference centres, and data pulls.

Advisory notesSystem Integration – most effective when systems are integrated. Think about how you can use what you have now more effectively and how you can move towards a more integrated future.

Preparation – as with most things in life, preparation is key. Broad personas, where and how you capture data, building out journeys, pressing send when

Balancing Act

Your Org Customer

Time

Interest

Trust

Content

Insight

Data

[email protected]

[email protected]

www.purple-vision.com@purple_vision

building personal online journeys - #htweb15 - from purple vision

Government & Nonprofit