Promote, Engage, Analyze and Repeat

Tuesday 11 March 2014

9:00 – 10:15am

Hashtag: #ideas14 LR4

Lauren Rattican Janik

Mark Shafer

Ronald M Moen

The Promise

• Associations spend precious resources promoting their

value proposition into their ecosystem. They have more

promotional tools at their disposal than ever before. As

the number of tools grow, so do the number of potential

constituent engagement touch-points. Data to analyze

also grows exponentially. But is “more” translating into

“better”?

• In this session, we will model how a structured

approach to Closed Loop Marketing & Engagement can

help association professionals turn fragmented

communication silos into valuable constituent

engagements.

AGENDA • Who • What • Why • How • Next • Questions

Who are you ? Role

Org Type Do You Ever…

AGENDA •

• What is CLM&E ? • • • •

Challenges

How do you ‘promote, engage, analyze’ ?

• What are you tracking?

• How do you decide what needs to be tracked?

• Do you track members’ communication preferences and

interests ?

• Any organizational taxonomy of terms/interest areas?

Opt-in and Content Tagging ?

• Are you asking members to opt in?

• Where do you track this info? Centralized or Distributed ?

• How do you analyze the data? How often

• What changes, if any, do you make based on analysis ?

Process

Promote

Engage

Analyze

AGENDA •

• • Why should I do this ? • • •

Achieve your Goals

Move beyond ‘Spray & Pray’

Relationships Engagement Personalization

Members invest TIME…

they want Self service,

and _____

Staff invest ENERGY… they want

To See Results,

and _____

Boards invest RESOURCES…

they want Return On Inv,

and _____

Table Time: “ Why ? ”

Table Time: “ Why ? ”

• At Your Tables

• List Organizational or

Department Goals

• List Outcomes or KPIs

• Five Minutes

Share Your Insights / We All Learn and Grow

• 1,200 paid registrations at

the Annual Conference

• Increase student

membership by 7%

• Sell 250 copies of the new

book

• Upsell a related book on

35 orders

• Increase platinum level

sponsorship revenue by

$50,000

• 20% member participation

on the online community

Our List

AGENDA •

• • • How can I do CLM&E ? • •

How Can I Do CLM&E ?

* Remember, 3 Rights Make A Left

Do Not Sit By Yourself

Get Your Stakeholders Together

Determine what data elements you are going to tag and track

Begin with the end in your mind…

Don’t Let Analysis Be an Afterthought

For You To Try

• Goal _____________________

• Promote

• Engage

• Analyze

What I might learn ___________________________

• Repeat

Take Some Baby Steps…

Table Time: “How ?”

Table Time: “ How ? ”

• At Your Tables

• List Content and

Messaging you can tag

and track

• List Campaigns,

Initiatives or Ideas

• Five Minutes

Don’t Be Shy…

Share Your Insights… We All Learn and Grow

AGENDA •

• • • • What comes Next ? •

1. Pick One Goal & Define Success

2. Take Your IT Leader to Lunch

3. Confirm what you already know

2. Take Your IT Leader to Lunch

3. Confirm what you already know

4. Plan for the Future 5. Put it all Together 6. Call your IT Leader and Explain Plan

10. Act! And Be Prepared to Change

11. Say “Thank You!”

… and Repeat ! …back to #1

You are ready to do this when you return to the office…

Questions ? Rebuttals ? Denials ?

#ideas14 LR 4

#ideas14 LR 4

#ideas14 LR 4

THANK YOU

~ our slides will be available in portal~

Contact Us

Lauren Rattican Janik

Director of Marketing

Personify

LJanik@personifycorp.com

Mark Shafer

Director of Marketing

The Risk Management Association

MShafer@rmahq.org

Ronald M Moen

Director of Business Development

Personify

RMoen@personifycorp.com