technology trends in associations
TRANSCRIPT
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Welcome!
• Questions during the presentation? Send them through the chat box.
• Recording will be sent to all registrants
• Use #AssnTechTrends on Twitter
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Meet the Presenters
Tom Lehman Lori Ely Rob Kaighn Frank Klassen
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© Lehman Associations, LLC 2015
Lehman Associates, LLC
• Associations, Nonprofits, and Supplier Companies
• Strategy consulting for technology and marketing
• Customer Satisfaction, Market & Member Research
• The Lehman Reports™ industry research series
• Founded 1992, Alexandria, VA
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© Lehman Associations, LLC 2015
• AMS Use and Satisfaction 2006-2014
• AMS International: CA, AU, UK 2010, 2013
• Association Technology Study 2011-14
• Donor Management Systems, NTEN, 2013-14
• Snapshot Surveys and Special Studies
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© Lehman Associations, LLC 2015
Evolving Role of Technology
Technology Introduction
Technology as Toolset
Technology as
Strategy™
Investment
Investment
Cost CenterLinear
Exponential
ROI Potential
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© Lehman Associations, LLC 2015
Interlocking Content Marketing
Highest growth and most effective models are in the overlaps
Both internal and external perspective
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© Lehman Associations, LLC 2015
A Greater Focus on Outcomes
Member Database
CRM Toolset Engagement
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© Lehman Associations, LLC 2015
Third-Party Applications
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© Lehman Associations, LLC 2015
Website Redesign Cycles
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© Lehman Associations, LLC 2015
360° Member View
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© Lehman Associations, LLC 2015
Integration Challenge
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© Lehman Associations, LLC 2015
Move to Cloud-based Solutions
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© Lehman Associations, LLC 2015
Changing Role of IT
More about– Being a strategic resource to help leverage technology to
achieve organization mission and goals– Management of the technology environment and providers– Big data, analytics, application integration– Technology education of possibilities, opportunities– A focus on outcomes, contributions
Less about– Operating technology– Purely reactive support function– Application training– Focus on input and activities
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Importance of Senior Management in Technology
• Technology as the key component in achieving organization goals
• Technology as Strategy for greater ROI
• Vision of the organization drives investments in technology,
• Bring the long view to decisions
• Include technology strategy at the senior leadership level – hire at a strategic level
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© Lehman Associations, LLC 2015
Technology Leadership Challenge
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© Lehman Associations, LLC 2015
In-house Expertise Challenge
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© Lehman Associations, LLC 2015
Content and Inbound Marketing
Highest growth and most effective models are in the overlaps
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Informz =Opportunity
Results-driven digital marketing solutions for associations and nonprofits
Lori Ely, Director of Marketing
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Circle of Engagement…
Today:
• 80% of associations using an email service today
• Significant number of organizations using more than one service
• Batch and blast, simple email triggering
Trend:
• Integrated marketing technology
• Behavior-based automated email campaigns
• Strategy behind technology
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What is marketing automation?
Technology that streamlines and automates marketing tasks in order to be more efficient and more effective.
AKA: Marketing like Amazon – personalized & timely
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Marketing Automation for Associations
Source: 2014 Lehman Reports™ Association Technology study
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Marketing Automation for Associations
Source: 2014 Lehman Reports™ Association Technology study
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Benefits of Marketing Automation
Marketing Automation
Nurture Relationships
Align Teams
Integrated Systems
Increased Efficiency
Measure Effectiveness
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Uses of Marketing Automation
Source: 2014 Lehman Reports™ Association Technology study
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© Lehman Associations, LLC 2015
Content and Inbound Marketing
Highest growth and most effective models are in the overlaps
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Higher LogicThe Leading Enterprise Community Platform for Associations
Rob Kaighn- Director of Partnerships
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Market Use of Private Communities• Results from Lehman 2014 Technology Study
• 35% of associations with at least $2M in budget have a private community
• Increase of 10% from last year• ~60% of remaining are looking to purchase or are
evaluating• Over 50% will have purchased by end of 2016• Moving from Email List Services
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Association Views on Private Communities• Results from Lehman 2014 Technology Study
• Over 60% say leadership in their Association view the community as helping the association meet strategic goals
• Most feel it has strengthened engagement with members
• Most also feel it provides benefits beyond those of email list services
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Why?
• It’s all about Engagement
• Engagement with peers is why people join
• Lack of engagement is why they leave
• Engaged members are promoters
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Membership Growth
7000
8000
9000
10000
11000
12000
13000
14000
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Community Functions Use
• Results from Lehman 2014 Technology Study • Discussions, Library, Profiles• Engagement Scoring not used
• AMS Integration is Key• Not just pulling data• Write back engagement
• Engagement Data• Scores• Actionable Business Intelligence
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© Lehman Associations, LLC 2015
Content and Inbound Marketing
Highest growth and most effective models are in the overlaps
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Brightfind
Formerly the Web Technology Division of Syscom Services
A specialized digital design and web development agency
Creating web sites for member-based organizations for 18 years
Specialize in organizations with deep, rich, complex content
Design, User Experience, Web Strategy, Development, CMS Implementation, Integration, Experience Insight
Sitecore, Ektron, EPiServer
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Increases Discovery time and effort• Mobile first thinking• Wireframe the experience for desktop,
tablet, and smartphone (and more!)• Device-specific Analytics
Responsive Design
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Increases Front-End (FE) development costs• Increases QA time• Doubled our FE staff
Responsive AND Adaptive• Context• Targeting• UX – not just the device
Default development pattern• Bootstrap• This too will change• Google will add a “mobile-friendly”
ranking factor on April 21st
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Focus on UX – User Experience
“If you have no intuitive senseof design, then call yourself an‘information architect’ and onlyuse Helvetica.”
- David Carson
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Search – its different for Mobil• Mobile results must be faster• Fewer facets• Fewer results? (paging is harder)• “Best Bets” is even more important
Focus on UX - User Experience
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Focus on Micro Interactions• How did that button make you feel?
Cross-over of creative and technical• Creative design HAS to think about the user’s
interaction, not just the visual
Shifting effort from back-end to front-end• BE – used to be 2/3 of the project effort• FE – used to be less than ¼ of the project effort• FE – is now at least ½ of the project effort• BE – is now less than 1/3 of the project effort
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Content Marketing and Marketing Automation
“Great Content is the best salestool in the world.”
- Marcus Sheridan
“Marketing technology budgets will surpass ITtechnology budgets in 2017”
- The Future of Digital Marketing, MONDO
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Testing for Results• What REALLY works• A/B and Multi-variant testing
Content Marketing and Marketing Automation
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Marketing Analytics• Data driven approach to decision-making• Is your message being heard?• Do your products sell on the web?• Most effective way to sell on the web?
Inbound Marketing• Email integration• Landing pages• Integrated Analytics• Integrated with CRM/AMS
Digital Experience Marketing• No more CMS, just DMS, DEM• Marketing to the Persona• Marketing to the Individual (Beware!)
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Systems Integration
“Where’s my jetpack?”- Frank Klassen
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Others• Job Boards• Learning Management Systems• Advanced Meeting Registration
Systems Integration
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Marketing Automation• Email Marketing• Inbound and Targeting• Contextual and Individual
Social Integration• Authentication• Content• Search
CRM/AMS• Why aren’t we here yet (jetpack/Cronkite)• Trend away from AMS as the transactional
hub• Connectors are essential
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Continuous Improvement
“Excellent firms don't believe inexcellence – only in constantimprovement and constantchange.”
- Tom Peters
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Lack of Continuous Improvement• Technology changes fast• People don’t realize what works/doesn’t
work until they use it• Expectations are constantly changing• Lack of in-house expertise
Continuous Improvement
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Enter the valley of disenchantment• Within 6-12 months• Despair for the last 1-2 years• Why does this occur?
Everyone is happy at launch• Organization customers• Organization team• Development partner• Software provider
Redesign Cycle is a broken paradigm• Associations redesign (rebuild!) every 3-4
years• New technologies, new partners
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Continuous ImprovementYour organization must be willing to not only keep the content up-to-date, but also the User Experience up-to-date. If you consistently test, change, analyze –you will have happy customers throughout the redesign cycle, and your website investment (software, infrastructure, implementation) will last much longer.
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Thank You!
Tom Lehmanwww.lehmanreports.com
Lori [email protected]
888.371.31842
Rob Kaighnwww.higherlogic.com
Frank Klassenwww.brightfind.com