Mobile Applications & Member Retention

By | Customer Experience, Engagement, Industry, Marketing, Membership, Online | 6 Comments

Evidence has shown that mobile applications are a way to gain customer loyalty. The same premise holds true for those in the health and wellness industry. According to an October 2013 study conducted by Forbes Insight and Adobe, 83% of company executives used mobile applications to communicate with customers and 67% used a mobile application for brand engagement.

Have you been considering a mobile application for your health and wellness organization? If so, you aren’t alone. Our Trends and Opportunities survey of member-based organizations reported an increase of 42% in organizations offering a mobile application between 2013 and 2014. After all, the average American spends 2 hours a day on their smartphone. Don’t you want to have a presence?

If you are thinking that your website achieves the same results as a mobile application, you might want to think again. There are 224 million mobile app users in the United States and 84% of smartphone users prefer mobile applications to a mobile websites. Members come to rely on your mobile application for quick and easy access to group exercise schedules, program registration, and facility status updates. After all, when a member gives you devoted space on their mobile device, the relationship is serious.

Sources:  eMarketer.com, “Mobile Apps Help Lure Customers, Spur Loyalty”, 2014 Daxko Trends & Opportunities Survey and WebDAM Infographic

More Staff Engagement with Members at Pikes Peak

By | Engage, Engagement, Industry, Marketing, Membership | No Comments

I recently had the opportunity to speak with Ariella Franco, the Member Experience Director at the YMCA of the Pikes Peak Region in Colorado Springs, CO about the work they’ve been doing with Daxko Engage. Franco mentioned that her YMCA has recently acquired some new centers that effectively doubled the size of their association. “There aren’t enough hours in the day for us to reach out to everyone. We needed a resource and Daxko Engage was that resource for us.”

When asked about the decision to go with Daxko Engage, Franco said, “We needed a connection with members that was more consistent and more systematic. We didn’t have a way to really target people before. We offer new members a fitness goal setting appointment and we wanted to take that and extend that out to create more touch points with our members.”

Franco explained what first intrigued her about Daxko Engage, “It was exciting from the perspective of being able to see your members as they scan into your facility and the integration with Daxko Operations. Daxko Engage offers a pleasing interface and it’s easy to use.” She said the ability to give different roles access to the same information was appealing and would allow staff to build off of other interactions with a member. The YMCA staff “should be engaging with members and non-members with the same information.”

As for examples of benefits of using Daxko Engage, Franco said, “With Engage we really can look to see how new members are doing and now we know more about them. We’ve added a 30-day phone call that didn’t happen before we implemented Daxko Engage. During that call we can prompt members that haven’t used their fitness appointment to sign up and we have noticed an increase in those appointments. Daxko Engage is really the best tool for this type of systematic communication,” said Franco.

Finally, Franco had some advice for those looking to launch Daxko Engage. She urges new Daxko Engage users to set up some time to talk with other successful Daxko Engage users and find out how they have found the most success with the software.  That way, “before your association launches, you can have some solid initiatives in place.” She also mentions that once you have initiatives that will help you train your staff on specifics that will apply to their day-to-day tasks.

What does a Facebook “like” Mean to Your Organization

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I was reading Social Change Any Time Every Where by Allyson Kapin and Amy Sample Ward and I came across the term “slacktivism.”  Have you ever heard this before?  It refers to the type of activism that takes little to no effort. A Facebook “like” or a Twitter retweet for a particular charity would be an example of this phenomenon.

While I can certainly understand how the term “slacktivism” got started, Kapin and Ward go on to explain that there isn’t anything wrong with this kind of passive participation. “But there is something wrong if we praise likes and followers instead of understanding that our fans could be primed for real action and that we should introduce opportunities for them to engage in something meaningful.”

As a YMCA, JCC, or community center it is important to have both members and non-members involved with your organization through social media. If someone is following you on Facebook or Twitter that is a great first step to something larger. These followers aren’t “slacktivists,” they are taking the first tentative step towards engaging with your organization on a meaningful level whether that is through membership, program participation, volunteerism, or donations to your organization.

Shannon Fisher recently penned a guest post for Mediashift that explained, “It all starts with one post – one post that usually includes information about a topic, sometimes linking  to an article with facts and figures, and a hashtag related to the post.” Fisher goes on to explain how a cause can snowball if social influencers pick it up and share it with their networks. “The #BringBackOurGirls campaign was joined by hundreds of celebrities and political figures, along with millions of their followers, in an attempt to put public pressure on the Nigerian government to find the [kidnapped Nigerian] girls or on Boko Haram to release them.”

Take a closer look at your social followers. Are they already members? Maybe they want to feel more connected to your mission. Could you find a way to engage them with mission-related emails or phone calls? Maybe they would even be willing to become volunteers, employees, or donors for your center. If they aren’t members can you see what types of content they interact with? Maybe they just follow you to find out soccer program registration dates or maybe they are interested in other forms of participation.

You can be certain of one thing. These social followers have raised their hand to receive social communications from you. Kapin and Ward put it another way, “The opportunity is for you to hear that response [social like or follow] and give them more than a post to like — give them something with more forward motion for your mission or campaign, like …watching an informative video, making a pledge, or recruiting their friends.”