7 - HigherLogic_Mark Lowry
9/29/16
Strategies for Member Engagement Mark Lowry CRO
The Higher Logic Difference ü ü ü ü ü ü ü
Experience; 250,000+ Communities Inc. 500l5000 - Strong, Private Company 50 Great Places To Work 98% Retention Rate of Clients AMS & CRM Secure Integration Accessibility (IAAP) Guided Implementation & Best Practices
The Higher Logic Solution Core Features ü Discussion Groups ü Resource Libraries ü Directories ü Blog / Wiki Glossary ü Calendars ü Responsive Design ü Automation Rules ü Analytics ü Gamification
Optional Modules ü Content Manager (M icros ites , Event Sites & Intranet)
ü ü ü ü ü ü ü
Event Manager Mentor Match Volunteer Manager Expert / Speaker Bureau Activity Sync Community / Event App Community Management
1
9/29/16
Reggie Henry, CAE, CIO of ASAE
@Reg g ieHen ry : Th e b est th in g we’v e d o n e in th e last 1 5 y ears is lau n ch Co llab o rate @Hig h erLo g ic!
ASAE Focuses on New Members CHALLENGE:
INITIAL RESULTS
• Onboarding o f new members critical t o f irst-‐year r enewal rates
• 16% increase f or members’ f irst p osts • 50% increase t o keep conversations going • 17% increase n ew members in discussions.
SOLUTION:
• Task Force o f ASAE Staff and Industry P artners • A/B Test C ommunity Engagement on New Members • Use o f C ontrol Rules/Conversions • Study C onducted Through Fiscal Year 2 016
Right Message, Right Person, Right Time
Po sted a t lea st 4 x in th e la st y ea r
Not posted in the last 90 days X
Not Received “We Mis s You” email within 90 days
2
9/29/16
Member Lifecycle Curve
Perso n a lized CTAs Co n v ert 4 2 % Better
New Member Welcome Campaign Automation Rules Example
Conversion Rate Success TOP FIVE EMAIL CONVERSIONSCHART TOUCHES
NUM BER CONVERTED
CONVERSIO N PERCENT
1. Dis cus s ion Author with noPhoto
103
45
43.69%
2. Keep the Convers ationGoing
94
34
36.17%
3. Welcome New M ember
353
89
25.21%
4. Your Firs t Pos t with Photo
65
14
21.54%
5. We M is s You (Second Touch)
30
4
13.33%
RULE
Sour ce: ASAE Automation Rules Conver sion Report, 2015
3
9/29/16
30% More Likely to Recommend LOGI N TOTAL
NPS
0
17.1
1-2
26.1
3-4
36.7
5+
41.2
AMOUNT
NON-COLLABORATE
COLLABORATE
≤ $600
45.5%
12.9%
$600-$1600
18.5%
$1600-$3000
13.9%
15.2%
> $3000
22.1%
56.7%
15.2%
Mark Lowry CRO Higher Logic [email protected] www.higherlogic.com
4
Strategies for Member Engagement Mark Lowry CRO
The Higher Logic Difference ü ü ü ü ü ü ü
Experience; 250,000+ Communities Inc. 500l5000 - Strong, Private Company 50 Great Places To Work 98% Retention Rate of Clients AMS & CRM Secure Integration Accessibility (IAAP) Guided Implementation & Best Practices
The Higher Logic Solution Core Features ü Discussion Groups ü Resource Libraries ü Directories ü Blog / Wiki Glossary ü Calendars ü Responsive Design ü Automation Rules ü Analytics ü Gamification
Optional Modules ü Content Manager (M icros ites , Event Sites & Intranet)
ü ü ü ü ü ü ü
Event Manager Mentor Match Volunteer Manager Expert / Speaker Bureau Activity Sync Community / Event App Community Management
1
9/29/16
Reggie Henry, CAE, CIO of ASAE
@Reg g ieHen ry : Th e b est th in g we’v e d o n e in th e last 1 5 y ears is lau n ch Co llab o rate @Hig h erLo g ic!
ASAE Focuses on New Members CHALLENGE:
INITIAL RESULTS
• Onboarding o f new members critical t o f irst-‐year r enewal rates
• 16% increase f or members’ f irst p osts • 50% increase t o keep conversations going • 17% increase n ew members in discussions.
SOLUTION:
• Task Force o f ASAE Staff and Industry P artners • A/B Test C ommunity Engagement on New Members • Use o f C ontrol Rules/Conversions • Study C onducted Through Fiscal Year 2 016
Right Message, Right Person, Right Time
Po sted a t lea st 4 x in th e la st y ea r
Not posted in the last 90 days X
Not Received “We Mis s You” email within 90 days
2
9/29/16
Member Lifecycle Curve
Perso n a lized CTAs Co n v ert 4 2 % Better
New Member Welcome Campaign Automation Rules Example
Conversion Rate Success TOP FIVE EMAIL CONVERSIONSCHART TOUCHES
NUM BER CONVERTED
CONVERSIO N PERCENT
1. Dis cus s ion Author with noPhoto
103
45
43.69%
2. Keep the Convers ationGoing
94
34
36.17%
3. Welcome New M ember
353
89
25.21%
4. Your Firs t Pos t with Photo
65
14
21.54%
5. We M is s You (Second Touch)
30
4
13.33%
RULE
Sour ce: ASAE Automation Rules Conver sion Report, 2015
3
9/29/16
30% More Likely to Recommend LOGI N TOTAL
NPS
0
17.1
1-2
26.1
3-4
36.7
5+
41.2
AMOUNT
NON-COLLABORATE
COLLABORATE
≤ $600
45.5%
12.9%
$600-$1600
18.5%
$1600-$3000
13.9%
15.2%
> $3000
22.1%
56.7%
15.2%
Mark Lowry CRO Higher Logic [email protected] www.higherlogic.com
4
