Conversational Engagement Ebook
Imagine you have a single objective for the day. You have one member to work with, and you need to help her get as much value as she can from your association. You have no time restraints, you don't have other people who need help; it's just you and your member. How do you help her?
Chances are, you aren't thinking about sending her some informational emails, hoping the thing she is looking for happens to be in your latest newsletter.
Conversational Engagement is about how we can take the basic concepts of communication that work so well one-on-one and apply them to our communication efforts at scale.
The ebook covers:
Engagement vs. Personalization
Personalizing one's name or other information in a communication is one way of making it feel personal. But what's missing?
Voice of the Member
Member-based organizations want to feel each member feel heard. But are they really listening?
Engagement vs. Opens
How can we get back to the way email is meant to be used, starting conversations rather than simply broadcasting information?
People, Not Personas
We think we know what our members are looking for. But do we really unless we ask them?
There are many ways to get your members to talk to you; we call them conversation starters (different from broadcasts). What conversations are you starting with your members?
Conversations at Scale
Organizations often feel like they can't communicate individually with each member. They can, both at scale and one-on-one!