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How accountancy bodies are using technology to improve communication with members.

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Serge Sergiou
Serge Sergiou

The CIMA DIGITAL COMMUNICATIONS STRATEGY Professional Accountants in Business Committee Meeting - Dubai September 30th 2017 Presented by Serge Sergiou Director Marketing

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HOW ACCOUNTING BODIES ARE USING TECHNOLOGY TO IMPROVE COMMUNICATION WITH MEMBERS The CIMA DIGITAL COMMUNICATIONS STRATEGY Professional Accountants in Business Committee Meeting - Dubai September 30th 2017 Presented by Serge Sergiou Director Marketing
Digital World brings with it a number of communication opportunities and challenges for Accounting bodies.
TECHNOLOGY ASSIMILATION IS NO LONGER A GENERATION ISSUE AMONGST MEMBERS Silent Baby Boomers Gen X Millennials Birth Years 1928-1945 1946-1964 1965-1980 1981-1996 Year Most of Generation 18-33 years old 1963 1980 1996 2014 % of CIMA Members 3% 22% 53% 22% Technology Have assimilated in order to keep in touch and stay informed. Use technology as needed for work and increasingly to stay in touch through social media such as Facebook Technology assimilated seamlessly in to day to day life Technology is integral. Early adopters who move technology forward
OUR MEMBERS ARE BECOMING INCREASINGLY TECH SAVVY
THEY EXPECT AN OMNI-CHANNEL EXPERIENCE Consistent customer experience across all communication touch points
THEY WANT COMMUNICATION TO BE ENGAGING AND MOBILE Consumers increasingly use mobile to access information on careers and Education. Source: Comscore 2016
PERSONALISATION IS KEY TO INCREASED MEMBER ENGAGEMENT & RELEVANCE
CIMA USES A DIGITAL MULTI-CHANNEL APPROACH TO COMMUNICATE TO ITS MEMBERS Through a variety of channels, CIMAs uses technology to position itself in a more progressive way. Demonstrate continued relevance as a thought leader Tell its value creation story Assure members that CIMA is an organisation shaping the future of accountancy progression
RECENT LAUNCH OF A MOBILE WEBSITE HAS ENCOURAGED GREATER MEMBER AWARENESS AND USAGE OF PRODUCTS AND SERVICES AVAILABLE TO THEM Member feedback was used to design the CIMAglobal site One-Click strategy provides members with easy access to all the information they need
CPD content is automatically fed from other CIMA/AICPA websites in to one single hub. All CPD requirements in one place Tailored CPD plan to suit each members needs Mobile friendly to suit learning on the go Significant increase in awareness and usage of CPD tools delivered ACCESS TO CPD RESOURCES HAS BEEN MADE MUCH EASIER FOR MEMBERS WITH THE INTRODUCTION OF THE COMPETENCY AND LEARNING WEBSITE
24/7 Social media activity is used to create community and celebrate being a CIMA member
INSIGHT AND THOUGHT LEADERSHIP CAMPAIGNS THROUGH SOCIAL MEDIA HAVE ENABLED CIMA TO SIGNIFICANTLY INCREASE MEMBER ENGAGEMENT AND DOWNLOAD OF SPECIAL REPORTS.
This blog generated over 15,000 discussions and 6,500 downloads of the report it was discussing. BLOGS ARE USED BY CIMA EXPERTS TO ENCOURAGE DIRECT DEBATE ON KEY ISSUES WITH MEMBERS.
Innochat is a long-standing Twitter chat where academics e-meet a specialist from a certain field to discuss innovation. Andrew Miskin was the first finance professional to join using the CIMA_President account. Andrew was able to; Provide an opportunity for members to engage in intellectual conversation with the CIMA president Generate discussion on core CIMA products and thought leadership topics including risk, data, analytics and GMAPs. MEMBERS HAVE THE OPPORTUNITY TO DIRECTLY TALK TO THE CIMA PRESIDENT VIA #INNOCHAT
Multi-channel approach used to broadcast video content and infographics via the CIMA e-zine, social media and e-mail This hard to reach audience responded with over 1,000 clicks to view for this campaign CIMA FM MAGAZINE - USED TO SUCCESSFULLY BUILD ADVOCACY WITH THE C-SUITE AUDIENCE
Annual Report moved from a static printed report to an innovative and engaging suite of digitally focused communications. Dynamic videos and interviews with CIMAs stakeholders provide an external perspective of how CIMA generates value through essential partnerships. Magazine style presentation and editorial theme Powering up for success used to reflect an organisation shaping the future of the accountancy progression. 2015 INTEGRATED REPORT USED TO POSITION CIMA AS PROGRESSIVE AND MODERN WITH A DIGITAL FOCUS
JVE VISION SIMILARLY COMMUNICATED BY A VARIETY OF EMAIL, WEB AND EMAGAZINE CHANNELS Member JVE announcement email Insight newsletter JVE web page FM magazine Member JVE update email
SUMMARY CIMA adopts a multi channel approach to the way it uses technology to communicate to members. This technology has enabled CIMA to take advantage of the increased technical capabilities of its membership and meet their desire for increased mobility. It has also allowed CIMA to present itself in a more progressive way as a relevant thought leader within the accountancy profession. The use of technology has led to increased member engagement and greater usage and awareness of products and services including CPD. Social Media has played a key role in growing the online member community significantly.
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How accountancy bodies are using technology to improve communication with members.

  • 1. HOW ACCOUNTING BODIES ARE USING TECHNOLOGY TO IMPROVE COMMUNICATION WITH MEMBERS The CIMA DIGITAL COMMUNICATIONS STRATEGY Professional Accountants in Business Committee Meeting - Dubai September 30th 2017 Presented by Serge Sergiou Director Marketing
  • 2. Digital World brings with it a number of communication opportunities and challenges for Accounting bodies.
  • 3. TECHNOLOGY ASSIMILATION IS NO LONGER A GENERATION ISSUE AMONGST MEMBERS Silent Baby Boomers Gen X Millennials Birth Years 1928-1945 1946-1964 1965-1980 1981-1996 Year Most of Generation 18-33 years old 1963 1980 1996 2014 % of CIMA Members 3% 22% 53% 22% Technology Have assimilated in order to keep in touch and stay informed. Use technology as needed for work and increasingly to stay in touch through social media such as Facebook Technology assimilated seamlessly in to day to day life Technology is integral. Early adopters who move technology forward
  • 4. OUR MEMBERS ARE BECOMING INCREASINGLY TECH SAVVY
  • 5. THEY EXPECT AN OMNI-CHANNEL EXPERIENCE Consistent customer experience across all communication touch points
  • 6. THEY WANT COMMUNICATION TO BE ENGAGING AND MOBILE Consumers increasingly use mobile to access information on careers and Education. Source: Comscore 2016
  • 7. PERSONALISATION IS KEY TO INCREASED MEMBER ENGAGEMENT & RELEVANCE
  • 8. CIMA USES A DIGITAL MULTI-CHANNEL APPROACH TO COMMUNICATE TO ITS MEMBERS Through a variety of channels, CIMAs uses technology to position itself in a more progressive way. Demonstrate continued relevance as a thought leader Tell its value creation story Assure members that CIMA is an organisation shaping the future of accountancy progression
  • 9. RECENT LAUNCH OF A MOBILE WEBSITE HAS ENCOURAGED GREATER MEMBER AWARENESS AND USAGE OF PRODUCTS AND SERVICES AVAILABLE TO THEM Member feedback was used to design the CIMAglobal site One-Click strategy provides members with easy access to all the information they need
  • 10. CPD content is automatically fed from other CIMA/AICPA websites in to one single hub. All CPD requirements in one place Tailored CPD plan to suit each members needs Mobile friendly to suit learning on the go Significant increase in awareness and usage of CPD tools delivered ACCESS TO CPD RESOURCES HAS BEEN MADE MUCH EASIER FOR MEMBERS WITH THE INTRODUCTION OF THE COMPETENCY AND LEARNING WEBSITE
  • 11. 24/7 Social media activity is used to create community and celebrate being a CIMA member
  • 12. INSIGHT AND THOUGHT LEADERSHIP CAMPAIGNS THROUGH SOCIAL MEDIA HAVE ENABLED CIMA TO SIGNIFICANTLY INCREASE MEMBER ENGAGEMENT AND DOWNLOAD OF SPECIAL REPORTS.
  • 13. This blog generated over 15,000 discussions and 6,500 downloads of the report it was discussing. BLOGS ARE USED BY CIMA EXPERTS TO ENCOURAGE DIRECT DEBATE ON KEY ISSUES WITH MEMBERS.
  • 14. Innochat is a long-standing Twitter chat where academics e-meet a specialist from a certain field to discuss innovation. Andrew Miskin was the first finance professional to join using the CIMA_President account. Andrew was able to; Provide an opportunity for members to engage in intellectual conversation with the CIMA president Generate discussion on core CIMA products and thought leadership topics including risk, data, analytics and GMAPs. MEMBERS HAVE THE OPPORTUNITY TO DIRECTLY TALK TO THE CIMA PRESIDENT VIA #INNOCHAT
  • 15. Multi-channel approach used to broadcast video content and infographics via the CIMA e-zine, social media and e-mail This hard to reach audience responded with over 1,000 clicks to view for this campaign CIMA FM MAGAZINE - USED TO SUCCESSFULLY BUILD ADVOCACY WITH THE C-SUITE AUDIENCE
  • 16. Annual Report moved from a static printed report to an innovative and engaging suite of digitally focused communications. Dynamic videos and interviews with CIMAs stakeholders provide an external perspective of how CIMA generates value through essential partnerships. Magazine style presentation and editorial theme Powering up for success used to reflect an organisation shaping the future of the accountancy progression. 2015 INTEGRATED REPORT USED TO POSITION CIMA AS PROGRESSIVE AND MODERN WITH A DIGITAL FOCUS
  • 17. JVE VISION SIMILARLY COMMUNICATED BY A VARIETY OF EMAIL, WEB AND EMAGAZINE CHANNELS Member JVE announcement email Insight newsletter JVE web page FM magazine Member JVE update email
  • 18. SUMMARY CIMA adopts a multi channel approach to the way it uses technology to communicate to members. This technology has enabled CIMA to take advantage of the increased technical capabilities of its membership and meet their desire for increased mobility. It has also allowed CIMA to present itself in a more progressive way as a relevant thought leader within the accountancy profession. The use of technology has led to increased member engagement and greater usage and awareness of products and services including CPD. Social Media has played a key role in growing the online member community significantly.