memcom 2014: making your member organisation fit for purpose online
DESCRIPTION
Things to consider and avoid when thinking about digital strategy and UX to meet members' needs onlineTRANSCRIPT
Deeson Member Communications
Helping businesses and organisations to achieve their goals through digital solutions, publishing, branding and marketing
communications since 1959.
Geoff WhiteDigital Strategist
Making Your Organisation Fit for Purpose Online
Our Approach
• Strategic • Collaborative • Focused on outcomes
1. Strategy
What does success look like?
Organisational Priorities• Member retention? • Member recruitment? • Member benefits? • Member engagement? • Public awareness? • Internal efficiency?
Assessment
• Where are you now? • Where do you need to be? • How much is available for investment (ongoing)? • Set initial KPIs
2. Understand Your Members
Analytics
• Ensure there is a benchmark to measure against • Understand the most important content currently • Consider the various audiences • Understand the context of web usage (e.g.
multiple devices, time of day, leisure/ work.)
Surveys/ Focus Groups• Consult your members • Ask questions that will provide rationale and
evidence • Ask questions about digital usage
Opportunities to Innovate• Digital publishing vs print publishing • Webinars • Owned communities • Member to member communication • Social media (targeted communication) • Digital assets (e.g. Document libraries,
infographics, premium content revenue)
3. Website
Content First• Have a content strategy • Less is sometimes more • How do the users want to view the content? • Design around the content requirement
User Experience
• Usability is vital • User journeys and context (responsive) • Personalisation • Design for interaction (e.g. Forms) • Consider the conversion
Technology
• Content Management • Integration • Flexibility • Open source (e.g. Drupal) • Consider ‘needs vs wants’
4. Measure & Refine
More Analytics!• Set goals and custom reports • Measure member behaviour against set KPIs • Monthly reports • Ensure all stakeholders are kept informed
Improve over time
• Don’t be too reactive • Refine the user experience • Evidence based ongoing investment • Where does future opportunity lie? • Set new priorities
DON’T Make Assumptions
DON’T think things will work perfectly from the start.
Be agile and adaptable
Committee on Publication Ethics
Institute of Economic Affairs
Royal Meteorological Society
Questions