membership economics: in the membership...2019/07/01 · lisa oswald, head of customer services,...
TRANSCRIPT
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Membership Economics: How to make money in the Membership Economy
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This isn’t about the difference between Membership and Subscriptions
The Subscription Economy? The Sharing
Economy?
The Membership
Economy?
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Subscriptions
Purely and simply a way of paying for something
And one way to pay for membership
Membership
Something you feel part of and connected to emotionally
And it may even be free
Utilitarian Meaningful
Convenient Fulfilling
Ongoing Relationships
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This is about a new way to think about and grow customer relationships
An ongoing relationship, based
on an experience, driven by
engagement,
that delivers value over time
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70% of businesses said they think membership
and subscription models are the future commercial model of their industries...
Quantitative and Qualitative Study
However, only 7%are currently
generating significant revenue in this way
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We’ve spoken to:
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Membership EconomicsTM
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Revenue
“It’s really hard to be good at multiple revenue lines”Ed Roussel, Chief Innovation Officer, Dow Jones
Subscriptions
Transactions
Advertising
Affiliates/Partners
Direct Indirect
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Revenue
Subscriptions
Transactions
Advertising
Affiliates/Partners
ARPU +£540
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Core Capabilities and Investment Areas
Product
Marketing
Data
Partnerships Delivery model
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Marketing
“Engagement is absolutely one of the biggest priorities in our business”
Karl Wells, General Manager Membership, The Wall Street Journal
With a focus on engagement
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Engagement it the thing thats drives revenue
Transactions
Advertising Affiliates
Subscriptions
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OFF-PLATFORM
(SOCIAL)
ANONYMOUS
TRAFFIC
KNOWN
AUDIENCES
TRANSACTING
CUSTOMERS
MyFood App
Gardening Magazine (Print)
Health Magazine (Print)
Weekend Paper (Print)
Pet Advice (Digital)
My Wine Tasting
My Drinks Festival
My Cookery School
My Events
LowHigh
£ ARPU
Facebook Channel
Instagram Channel
Youtube Channel
High
Low
AUDIENCE SCALE
Shopping:
MyShopping App
Other:
MyGarden.com
MyFlorist.com
MyPet.com
MyWine.com
MyShopping.com
In-store
Food Magazine (Print)
Recipes in store
Drinks Magazine (Print)
Building engagement and value through multiple overlapping propositions
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Marketing activity based on ‘big bang’ theatrical releases
Disney Releases 2015
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Shifted to audience-based engagement around franchises
Engagement
Always-on activity
Disney Releases 2019
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Building Engagement Habits
Created exhaustive list of everything a member could do on WSJ’s site
Borrowed techniques from the medical sector, analysing actions in the first 100 vs 365 days
Identified 3 value drivers
Loyalty
Cadence
Play
2)
1) 3)
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Habits are formed early on. If you look at a member’s likelihood to adopt a new habit, that percentage is halved by Day 50 and plateaus soon after Day 100.
Like
liho
od
to
ad
op
t n
ew h
abit
Low
High
Likelihood to adopt a new habit in the next four weeks
Associate Director of Engagement WSJ
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Media
Gaming
Groceries
Amazon Retail
Payments
Devices
Amazon’s Prime Ecosystem
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Transactional
Each type is valuable in its own right… and the opportunities for creating value multiply as the data is combinedData
PR
OD
UC
T EN
GA
GEM
ENT
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At the heart of the model is the customer
“The first question everyone asks, everytime about everything, is: What would this mean for our members?”
Lisa Oswald, Head of Customer Services, Travelzoo
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Money’s the scorenot the game
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EngagementFrequency
Recency
Depth
Breadth
Using leading metrics to provide focus and deliver financial targets
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Using the model 1. Do I have a compelling
proposition that customers will commit to?
2. Do I have the
capabilities to deliver?
3. What revenue can I generate and how much?
5. Do the ‘Membership Economics’ add up for me?
4. What pricing model should I use?
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Key takeaways
1. You will lose money when you acquire a new customer, and you might make money if you keep them.
1. Experience and engagement are the key, these need to be backed up by realistic revenue modeling and pricing.
1. You have to be good at creating reasons for customers to stay, not just relying on reasons for them not to leave.
Reframe the metrics - KPIs!
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Membership EconomicsTM
download @ manifestogrowth.com
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