Membership is at the heart of RACV, but we are doing so much more in the digital environment to engage our members. While ensuring that members always have a choice, we are building new applications on the internet and mobile devices while developing new content to drive through these channels. Our challenge is to engage members across a broad range of motoring, home, finance, lifestyle and tourism products, each of which have their own unique needs. This presentation will discuss our website development paths, how we are building content for members and distributing it through different channels and our charge in the new digital social environment. We will also be presenting our latest offering for members, the Connected Vehicle application which is our latest in telematics applications deliviering ways for members to be connected and the digital magazine that RACV has launched for Royal Auto magazine

1. RACV
Membership Online
22 July 2013
Chris Rathborne
eBusiness & Membership Systems

2. Emergency
Home
Assist
Home
Security
Golf
Insurance
Members
Emergency
Roadside
Assistance
RACV Club
Leases and loans
Debentures
Membership is the heart

3. Member Benefits distributed
Years of
Membership
Benefits
$109m per year
Free2go
$2m per year
Motoring
Products
$2m per year
Show Your
Card & Save
$20m per year
Tourism &
Travel
$1.5m per year
Royal Auto
18m Mags
Per Year
RACV Resorts
$5m per year
Advocacy
$5m per year
RACV Shop
Merchandise
$1m per year

4. ….and to serve members effectively
Members can
choose their
channel
Members choose
the service
that suits them
Product areas
can market their
channel of choice

5. Objectives of Online Strategy
• Provide value added content and functionality for
members
• Let members manage their RACV portfolio – My
Membership Manager
• Encourage two way communication with members
• Communicate member value proposition
• Establish platforms for members to communicate with
each other
12 Month
Metrics
2.1m pages
of content

6. Value Added Content everywhere
Readable, consumable & interactiveReadable, consumable & interactive
High Quality photo’s and videoHigh Quality photo’s and video
High ShareabilityHigh Shareability
Mobile and DesktopMobile and Desktop
SEO is criticalSEO is critical

7. Enterprise Distribution of Content
Websphere
Content
Management

8. • Member focused systems enable My
Membership Online
• Portfolio approach for members to
manage their products and services
• Capability deployed to all mobile
devices
• Will provide online options to
purchase new products and vary
existing holdings – through one
portal
My Membership Portal
An online platform which allows members to manage their
RACV portfolio when and where they choose…..

9. RACV Gets Social
• Online forums established
• Facilitating members sharing
stories and experiences
• Enabling members to learn from
each other
• Members able to communicate
when & how they choose

10. RACV Mobile Development
Fuel Information via mobile RACV & website:
Real time, searchable and when/where members needs it
Directions to nearest discount outlet
Trend analysis to assist members’ understanding of
prices
Available desktop and mobile devices for convenience
Mobile site has 47k visits per month
SYC&S Mobile Application
Fully searchable on the move
GPS located partners including directions
Real time ‘hot offers’ to members on behalf of
partners
Compatible with interstate partner programs
60k downloads

11. RACV Digital News Stand

12. Connected Vehicle - TELEMATICS

13. RACV Connected Vehicle

14. Current Developments – the way ahead
Online ClaimsOnline Claims
ManagementManagement
Smarter Mobile Applications – mobileSmarter Mobile Applications – mobile
commercecommerce
More Connected Vehicle FeaturesMore Connected Vehicle Features
Digital Membership CardsDigital Membership Cards
Membership PortalMembership Portal
ReleasesReleases
SoLoMoSoLoMo

15. Thank you
for your time
@chris_rathborne
au.linkedin.com/in/chrisrathborne
About.me/chris_rathborne