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