webcast – march 20, 2015 jon decoteau shrm-scp divisional director shrm volunteer leaders’...
TRANSCRIPT
WEBCAST – MARCH 20, 2015
Jon Decoteau SHRM-SCPDivisional Director
SHRM VOLUNTEER LEADERS’ SUMMIT 2015NOVEMBER 19-21, 2015 | WASHINGTON, DC
Super Mega Meetings
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
What we want to do together… • Clarify why we are here and why is it different
• 90 second SHRM Update
• Engage in a senior to senior level conversation with SHRM Marketing and MGI
• Leverage that information, your experience and Design Thinking to build a plan focused on membership
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
These two session are interactive and intended to help you build/augment your 2016 plans.
The 90 Second SHRM Update
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
WEBCAST – MARCH 20, 2015
SHRM VOLUNTEER LEADERS’ SUMMIT 2015NOVEMBER 19-21, 2015 | WASHINGTON, DC
Super Mega ChaptersJason GudeniusSenior Account DirectorMarketing General Inc.
Lisa DienerDirector, MarketingSHRM
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Presenters Today
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Jason GudeniusSenior Account DirectorMarketing General Inc. (MGI)
Lisa DienerDirector, MarketingSHRM
Super Mega Chapters are Unique
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The Decision to Join: Why Join?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
WIIFM
The Decision to Join: Value Proposition
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
“The message . . . is that no company can succeed today by trying to be all things to all people. It must instead find the unique value it alone can deliver to a chosen market.”
Treacy and Wiersema, The Discipline of Market Leaders, page xiv
The Decision to Join: Research
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Source: MGI 2015 Membership Marketing Benchmarking Report
The Decision to Join: A “Push” Product
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
What is a push product?
Creating a Sense of Community
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The top people reason for joining an association is
professional networking.
The Marketing Funnel and MGI Membership Lifecycle
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
What has the most impact on marketing success?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Lists/Data Offer Creative
What is Working In Membership Marketing
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
DATA is the most important thing
What is Working In Membership Marketing
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Multi-channel programs
What is Working In Membership Marketing
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Opt-in email has expanded possibilities
What is Working In Membership Marketing
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Prospects reading communication are likely to join
What is Working In Membership Marketing
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Offers work.Discounts
Research reports
Collections of articles/ book chapters
What is Working In Membership Marketing
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Messaging/Content
What is Working In Membership Marketing?
Have a budget – members are an investment!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
What does not work for Membership
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Mailed BrochuresPostcardsThe shiny new object
What does not work for Membership
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Email only programs
Find what works and do it more efficiently
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
THANKS!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
WEBCAST – MARCH 20, 2015
Peggy Hoffman, CAEPresident, Mariner Management
SHRM VOLUNTEER LEADERS’ SUMMIT 2015NOVEMBER 19-21, 2015 | WASHINGTON, DC
Mapping the Prospects Join Decision: Building a Recruitment Strategy
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
CJM = Focusing on the member’s journey
• tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship
• talks about the user’s feelings, motivations and questions for each touchpoints - key interactions with the organization
• provides a sense of the customer’s greater motivation ... what they wish to achieve, their expectations of the organization
Adapted from Paul Boag, All You Need To Know About Customer Journey Mapping
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Source: Smart Cities, A guide to using Customer Journey Mapping
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Source: @dougdevitre
If searching for an HR answer, what’s their journey?
If we want to drop the bread crumbs, how do we intersect?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Interesting to know …• Gen Xers most frequently cite cost when not joining; looking for the
ROI• Millennials lack of joining is largely a lack of awareness compounded
by not being asked• 3 top drivers for joining – quality of the research-based content, the
ability to attend conference or event, and organization’s prestige – matter less to Generation X and Millennials
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Source: Wiley Membership Survey, http://exchanges.wiley.com
Who is the prospect?
What is the prospect’s goal?
What traditional & nontraditional marketing channels can we use?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
What’s your most successful recruitment story and why?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
If searching for an HR answer, what’s their journey?
If we want to drop the bread crumbs, how do we intersect?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Before each step … what did the prospect do, where were they, who did they interact with?
Right after each step … what will the prospect do and with whom do they connect?
What are the steps in an HR professional’s decision to join?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT
THANKS!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT