Everyone knows Netflix. This entertainment mammoth has wowed millions of people with the most engaging and professional content. As a side note, have you binge-watched their new TV show “3 Body Problem“? If not, you should!
This streaming service can take its toll in a variety of ways, even in the most unexpected ones. And so, this is what the Netflix Effect is—the unique way people are influenced by the provider.
How are membership organisations connected to this phenomenon? They, too, can shape highly personalised experiences for their members, revolutionising the way people huddle together as well as share their insights, missions, and interests.
In this article, we’ll uncover the Netflix Effect’s secret. Plus, we’ll walk you through some steps to follow while creating the same effect for your membership organisation.
What is the Netflix Effect?
The Netflix Effect defines the way we consume content nowadays. This streaming provider has drastically altered our viewing habits with its convenience and interactive elements.
How does Netflix pull this off? By developing some big-time personalisation tactics. For instance, the company has already incorporated AI algorithms to scrutinise users’ habits. The company studies what users watch, where they do that, how often, and what they highly rate (or dislike). These and other aspects combined result in the ultimate user engagement and personalisation.
4 steps to reach personalisation in membership organisations
Membership organisations can develop their own “Netflix Effect”! As they are home to different individuals who are advocates for shared purposes and mutual interests, you can shape personalised communications for them following the next Netflix-like principles:
1. Gamify onboarding
The first experience is worth a thousand words. Make it count for your members! Once you welcome newbies into your organisation, ensure their learning curve is attention-grabbing and interactive:
- Implement a set of challenges so that members can take them, receive custom awards, and enjoy the rest of the journey with your organisation;
- Issue branded tokens to members who complete certain tasks, such as watching a how-to video, attending webinars, publishing a post mentioning your organisation via social media, etc.
- Create time-limited quizzes to shape the FOMO effect and make members even more excited about being part of the crowd.
2. Segment and prioritise
Without segmentation, you can feel helpless as a blind kitten, not knowing your members well enough. Segment and prioritise the groups to provide them with personalised experiences they will never forget. As long as you do that, it’ll be easier to cater to your members’ needs. Your segmentation may contain several examples:
- Geographical
- Demographic
- Organisation-specific (employees, revenue, etc.)
- Member status
3. Use the information you hear through the grapevine
Feedback is the bread and butter of membership organisations. It helps in the learning process and skyrockets member engagement.
Regularly comb through communities, forums, or groups so that you know what the folks think of you. Plus, consider surveys as an ideal way to harvest feedback. Based on this data, you can then better align your offerings and the organisation’s goals.
4. Do your homework with content
Netflix is based on expertly created and curated content. So is a membership organisation! Reach for the stars with the content you offer your members: what newsletter they should get, what webinar you should host, what content your churned users should get, etc. After that, members will thrive in your organisation.
Final thoughts
Personalising membership experiences is a captivating process that requires a dedicated approach. Consider these vital things: incorporate gamification at the beginning, know your members like the palm of your hand, and build content based on their interests.
AC MemberSmart is a comprehensive Membership and Association focused CRM app built on Salesforce.com; the world’s leading Cloud CRM platform. Contact us.
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