2016 strategies for engaging tomorrows members

Technology

Strategies for

Transforming Today's

Association to

Engage Tomorrow's

Members

Today's Agenda

Digital Disruption

We're in a digital economy and in a

digital economy, IT is the foundation for

doing business.

In many cases, these technologies are

disruptive, completely changing the

dynamics of an industry, and in some

cases creating new industries.

Change at this level requires

everyone's attention!!

Today's Agenda

Digital Disruption

Today, your customers

assess the value of

your services based in

part on your ability to

integrate into their

digital world.

Today's Agenda

Digital Disruption

Today, your customers

assess the value of

your services based in

part on your ability to

integrate into their

digital world.

Stopped at Starbucks

for Coffee...

...boarded the plan at DCA...

...while at the airport, bought a

bite to eat...

My Digital World

What's really shaping

your members

expectations?

It's probably not what

you think!

We are now in the age of the

customer, with buyers using

technology to gain control

over institutions. That power

flows from customers’

newfound ability to

seamlessly price, critique,

and direct their purchases.

George Colony, CEO

Forester

...integrate into their digital world

IT focused on

internal systems

and building

systems that

"manage" the

customer

relationships

IT focused on the

"customer experience"

and building systems

that allow the

customer to "manage"

the relationship and

customer journey!

...integrate into their digital world

In the battle between today

and tomorrow,

today will win every time

unless the organization

consciously, strategically

decides to extend a helping

hand to tomorrow.

"When it comes to digital, we are at a pivot

point. Digitizing your business isn’t about

technology: it’s about member/customer

obsession - and in 2016, it will be among

your ten critical business success factors

helping position your association for success

in the Age of the Customer."

It's about your member/customers

journey. It's about understanding

their "moments of need" in that

journey. It's about being present at

the moment of need.

The realignment of, or new investment in,

technology and business models to more

effectively engage digital customers at

every touchpoint in the customer experience

lifecycle.

Brian Solis

The Altimeter Group

Digital Transformation

Which technologies can

be the most useful in

transforming today's

association?

Increasingly, this is where

your customer's journey

begins and ends!

MobileMobile! First!

You need to understand

everything about your customers

needs, journey, satisfaction,etc.

It's not the data, it's the signals

in the data.

Mobile

Data Analytics

Data Analytics

Mobile! First!

Mobile

Data Analytics

Data Analytics

Mobile! First!

World Class APIs

Your AMS is still important.

Your ability to seamlessly

connect it with other tools in

your "ecosystem" is critical.

World Class APIs

Today's member is:

MOBILE

SAVVY

CONNECTED

We all have a "mobile/digital reflex"

Whatever we need, whenever we need it, we expect it here!

It's the first thing we turn to when we want to know something,

communicate something, and increasingly, buy something.

Mobile Rules!

Apps Rule!

121% in

2014

49% in

2014

30% in

2014

89% in

2014

103% in

2014

174% in

2014

More and more consumers, especially teens

and college students are using their

smartphones, phablets and tablets as their

primary computing device and their sole

device to access email and other

productivity apps, like Google Docs, Quip,

Slack and the Microsoft productivity suite.

When someone picks up their mobile device, chances

are they want to learn, do, find, or buy something right

now.

Whether in the form of searches, app interactions,

mobile site visits, or even YouTube video views, these

micro-moments happen constantly.

When someone picks

up their mobile

device, chances are

they want to learn,

do, find, or buy

something right now.

Whether in the form

of searches, app

interactions, mobile

site visits, or even

YouTube video views,

these micro-moments

happen constantly.

moments of need...

Research from

moments of need...

These micro-moments are critical touchpoints within today’s consumer journey,

and when added together, they ultimately determine how that journey ends.

Mobile devices give us the

unique opportunity to be

"Present at the Moment of

Need!"

moments of need...

These micro-moments are critical touchpoints within today’s consumer journey,

and when added together, they ultimately determine how that journey ends.

Deliver context appropriate messaging:

This cannot be overstated. Create ads and

content that provide custom solutions and

answers for the questions people ask. No

one wants to look at or hear conventional,

generic advertising on their smartphones.

Or, put another

way, don’t make

smartphones

dumb.

moments of need...

These micro-moments are critical touchpoints within today’s consumer journey,

and when added together, they ultimately determine how that journey ends.

Identify your target audiences’ moments.

Understand the why, the where and the

how of a audience's search for

information. And don’t overlook the why

not.

Increasingly, the "customer

journey' begins on mobile

devices, smartphones in

particular

moments of need...

These micro-moments are critical touchpoints within today’s consumer journey,

and when added together, they ultimately determine how that journey ends.

Make purchasing easy:

Make the transition from research to

purchase seamless. Give the consumer

multiple ways to buy.

How long before the

association customer

journey ends like this?

Not very long!

moments of need...

These micro-moments are critical touchpoints within today’s consumer journey,

and when added together, they ultimately determine how that journey ends.

Measure every moment that matters

It’s no longer enough to simply measure the online conversion.

With the mobile fragmented path to purchase advertisers need to see results

online, across devices, in apps....Audit your current efforts then test and iterate

using new approaches, KPIs and methodologies.

moments of need...

These micro-moments are critical touchpoints within today’s consumer journey,

and when added together, they ultimately determine how that journey ends.

Increasingly, the "customer

journey' begins on mobile

devices, smartphones in

particular.

How long before the journey

ends like this? Not very long!

Develop a Mobile Mindset!

So what should I be doing?

• THINK MOBILE FIRST!

• Your current website and its structure

are not useful on a mobile device.

Responsive design is a must, but it's

just the cost of entry. Rethink your

offerings in the "mobile context".

• When designing the mobile

experience, think task not brand.

Think convenience store, not

supermarket.

• Understand your audiences "mobile

moments" in each stage of the

consumer journey.

• Mobile devices give us the unique

opportunity to be "Present at the

Moment of Need!"

So what should I be doing?

Develop a

Mobile Mindset!

Data Analytics

Don't Guess...KNOW!

Analytics is the discovery and communication

of meaningful patterns in data (corporate,

product, channel, and customer).It’s not the

data but the signals in and across data!

oMultiple versions of the “truth”

o Takes days to prepare board reports

oCan’t get answers to new questions quickly

oDon’t know where all the data is

oWonder what you should STOP doing

o Asking the same questions=same result

Why Data Analytics? Sound familiar?

From Hindsight to Foresight

Hindsight - understanding of a situation or

event only after it has happened or

developed.

Insight - the capacity to gain an accurate

and deep intuitive understanding of a person

or thing.

Foresight - the ability to predict or the

action of predicting what will happen or be

needed in the future.

Evolving analytics from descriptive to prescriptive also drives

effectiveness and enables smart decisions through an insight-driven, fast,

iterative and experimental enterprise.

Beware of Digital Blind

Spots...those channels

or activities that you

don't measure that tell

you more about the

customer journey.

BIG DATA comes

from an increasing

number of places

activities and

channels

What's really shaping

your members'

expectations?

IT folks need to

know this!

are you ready for...

RETHINK STUFF

mobile proximity platforms

location awareness

Proximity service platforms utilize a combination of mobile

wireless technologies to detect the presence of visitors and the

mobile devices they carry.

These platforms allow you

to provide location based

services and messaging.

Introducing Beacons

Introducing Beacons

Introducing Beacons!!

The newest phones all have beacon

aware features built in!

Mobile Application Proximity Platforms

How They Work

Mobile Application Proximity Platforms

How They Work

Exhibit Hall Heat Map

Specific

Exhibitor

Report

Best in Show!

World Class APIs

What are APIs?

In the simplest terms, APIs are

sets of requirements that

govern how one application

can talk to another.

On the Web, APIs make it

possible for big services like

Google Maps or Facebook to

let other apps "piggyback" on

their offerings.

What about associations?

AMS

Data

Website

Data

Meetings

Data

CMS

Data

The Current State of Association Data

The majority of mobile application developers are

struggling with both developing application

programming interfaces and the arcane backend

services those APIs need to invoke, according to the

findings of a new survey of 5,778 developers

conducted by IDC

The realignment of, or new investment in,

technology and business models to more

effectively engage digital customers at

every "moment of need" in the customer

experience lifecycle.

Brian Solis

The Altimeter Group

Digital Transformation

me and

In the API economy, application programming

interfaces (APIs) act as the digital glue that

links services, applications and systems.

This allows businesses to make the most of

their data to create compelling customer

experiences and open new revenue channels.

....but what if we look beyond using

APIs to just connect systems???

....why can't we use APIs to drive

innovation...from the inside out...

....to create new tools, products, or

services for staff and/or members?

My AMS System

I need to make toast.....

or

Mobile Appliances

Mobile Point

of Sale

Mobile

Member

Lookup

My AMS System

Mobile Travel Companion

Mobile Fundraiser

Mobile Custom Content Delivery

Mobile Appliances

My AMS System

Closing Thoughts1. Digital Transformation isn’t about technology: it’s about

customer obsession. It's about your member/customers

journey. It's about understanding their "moments of need" in

that journey.

2. Increasingly, mobile is where your customer's journey begins and

ends! Mobile allows us to be "present at the moment of need."

3. Data analytics allows us to discover and communicate

meaningful patterns in data. Remember, it's not the data but

the patterns, the signals in and across data that's critical.

4. APIs allow us to share data and functionality across our digital

"ecosystems". This give us the ability to create new customer

value and experiences.

5. Thank you!!