Who are "Anonymous Users" and how does giving them access give you a leg up on engagement?
Inevitably, you implemented an online community for your association to better engage your members and add to your value proposition as an organization. For those of you who've been at it awhile, you are probably seeing some increased non-dues revenue as a result. But how many of you are leveraging your online community to speak to the "anonymous user"?
Before you can answer the question, you are probably asking, "what's an anonymous user?" An anonymous user is someone who accesses your community without logging in. You might be thinking, we have that! Anyone can see the community and content on our home page. Well you could take it one step further. Eliminating ANY friction to interact and comment within the community will increase engagement.
A 2012 study by a group called Blue Research investigated the value of having social logins. They found that:
86% of uers report being bothered by having to create new accounts on websites.
54% might leave if required to complete a registration form
With those stats in mind it's easy to see the value to removing the log in step to your community. But if you still need some convincing, let's dig deeper.
Who could these anonymous users be and why do we want them in our community?
For one, they could be un-engaged members looking for more value out of your association. The best thing for these members if for them to see your content, be able to share and engage with it and then decide that they actually really do get value from your organization.
On the other end of the spectrum, these could be prospective members that are checking you out. Do you really want to make it difficult for potential members to engage with you? If you're worried about catching their information, don't worry - a well place call to action can help you capture their information and lead them through the conversion path to membership.
Finally, think about your organization's mission. Allowing anonymous users access to your community allows for greater opportunity to spread the message of your mission and influence and larger population.