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Audience JourneysRob Halkyard
Head of Membership & Audience Engagement
What I’ll cover
• Importance of audience journey & strategy
• Audience strategy at Tate
• Somethings we’ve learnt (and are still learning!)• Understanding audience motivation
• Understanding audience behaviour
• Understanding the journey
• Importance of internal alignment
• Strategy: fitting it all together
Audience strategy & journeysWhy it’s important – a commercial view
“Few companies have made significant and sustained changes in their overall customer loyalty and value….
“In our conversations with leading customer satisfaction companies, we found that a focus on journeys has significant payoffs.
Source: From Moments to Journeys: A Paradigm Shift in Customer Experience Excellence, McKinsey
Audience strategy at Tate
• How do we extend our reach to new audiences?
• How do we deepen our relationship with existing audiences?
• How do we prioritise our resources?
Many relationships + many ways to engage
MembersMembersMembersMembers General visitors General visitors General visitors General visitors Exhibition visitors Exhibition visitors Exhibition visitors Exhibition visitors Specialist & peer visitors Specialist & peer visitors Specialist & peer visitors Specialist & peer visitors OnOnOnOn----line audiences line audiences line audiences line audiences
Potential visitors Potential visitors Potential visitors Potential visitors Lapsed visitors Lapsed visitors Lapsed visitors Lapsed visitors Overseas visitors Overseas visitors Overseas visitors Overseas visitors Developmental audiences Developmental audiences Developmental audiences Developmental audiences Educational audiences Educational audiences Educational audiences Educational audiences Donors Donors Donors Donors VolunteersVolunteersVolunteersVolunteers Staff Staff Staff Staff Shoppers Shoppers Shoppers Shoppers Café usersCafé usersCafé usersCafé users…………
++++
Visit Visit Visit Visit JoinJoinJoinJoin Support Support Support Support DonateDonateDonateDonate Shop Shop Shop Shop RecommendRecommendRecommendRecommend
Visit again Visit again Visit again Visit again LearnLearnLearnLearn VolunteerVolunteerVolunteerVolunteer
Understanding motivation (the why)Psychographic motivation/pen portraits/market segmentation
Understanding behaviour(how, what & when)Customer segmentation
NURSERY
QUESTION
MARKS
HIGH
HOPES
B1
SOCIAL
EVENTERS B2
FAMILIAR
FACES
ENGAGED
STARS
Engagement
Understanding journey + experienceCustomer journey/experience mapping
There are some consistent moments of disconnection
Exiting the Exiting the Exiting the Exiting the
exhibition: is that it? exhibition: is that it? exhibition: is that it? exhibition: is that it?
Did I miss anything?Did I miss anything?Did I miss anything?Did I miss anything?
Leaving the building: Leaving the building: Leaving the building: Leaving the building:
intense emotions intense emotions intense emotions intense emotions
dissipate quickly dissipate quickly dissipate quickly dissipate quickly
MidMidMidMid----exhibition exhibition exhibition exhibition
fatigue (Klee and fatigue (Klee and fatigue (Klee and fatigue (Klee and
Hamilton)Hamilton)Hamilton)Hamilton)
“It can be a bit much to take in all in one go, and you start to lose concentration. That’s one of the great things about the membership – that I can come and see an exhibition more than once without the pressure of having to take it all in at once”- Researcher, Tate Modern, Member, 21, Female
“Oh, right. Is this the last room? I think if I’d realised I’d have taken my time a bit more in the first few rooms, but I don’t really want to retrace my steps now”- Researcher, Tate Britain, Non-member, 58, Female
“Right now I’m feeling really
refreshed and stimulated – mentally
refreshed and like I want to do
something creative. But that feeling
will go quite quickly. That’s why I
keep the little leaflet in my diary –
because when I happen upon it, it
takes me back a bit to how I felt in
the exhibition.”
- Self-Improver, Tate Britain, Non-
member, 34, Female
There’s potential to deepen the relationship BEFORE and AFTER…
Building the
anticipation
Extending the feel-
good factor
Preparing for the
visitExcitement about
what comes next
Memories that
stick
Em
oti
on
al
hig
hs
& lo
ws
BEFORE DURING AFTER
Ne
ed
s
+
_
For Non-Members there are a few common glitches in the journey
Em
oti
on
al
hig
hs
& lo
ws
BEFORE DURING AFTER
Ne
ed
s
“It was disappointing
having to pay an
additional cost to book
online”
“Sometimes it’s exhausting
seeing a long exhibition in
one day, but it’s too
expensive to pay for to go
twice”
“The optional
donation is a bit
awkward at the till”
+
_
Booking tickets in
advance:
Planning to avoid
missing out:
Queuing for tickets &
exhibition access:
Maintaining focus &
energy levels:
“It’s difficult to keep
track of which
exhibitions are opening
and closing”
Fitting it togetherStrategy & Delivery
Market segmentation
Customer segmentation
Campaign performance, wealth screening, demographics, engagement score, channel optimization etc.
• Keep it simple
• Agree a common language and use that as a framework
• Keep it simple
Internal alignmentMaking sure everyone knows what you’re talking about
• Welcome strategy• Donation & shop spend
• Perception tracking
• Donor prospecting
• Membership acquisition
• Improved planning/alignment of messaging
• Audience focused decisions
• Focus on testing
ImpactHas there been any?
Visit the CharityComms website to view slides from past events, see what events we have coming up
and to check out what else we do: www.charitycomms.org.uk
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