The Value of Integration

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Associations that are serious about delivering an exceptional membership experience while optimizing precious staff time turn to technology for solutions. Over the last decade, associations have invested in a variety of membership, content management, social networking and email marketing systems to help to better serve members through self-service web portals and push marketing. The next generation focuses on applied technology-how to best use all of the systems an association has to create a "digital ecosystem". Integrating various software platforms ensures that member data flows between systems to eliminate time spent by staff updating member records. Moreover, creating a digital ecosystem allows associations to go to the next level of member care by allowing the member to drive their own experience and engage in a manner that they so choose. Join Ron McGrath, CTO of HighRoad Solution, as he leads you through what leading associations can now achieve through integrated communication systems. See how organizations have elevated their membership marketing by delivering targeted communications that are automatically created, targeted and delivered based on the members' topic, time and taste preferences. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

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The Value of Integration

  1. 1. Lunch & Learn: The Value of Integration Thursday, September 19, 2013 12:00pm – 12:30pm ET #asaewebinar This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions. Presented by: Ronald McGrath Chief Technology Officer, HighRoad Solution
  2. 2. 6-part Lunch Learning Series 2 Session 1: Mobile Email 101 Jan. 17 Session 2: Email Deliverability Basics Mar. 21 Session 3: Go Social! May 17 Session 4: Member Preference Center 101 July 18 Session 5: The Value of Integration Sept. 19 Session 6: Member Holiday Inbox Basics Nov. 21
  3. 3. Your Presenter 3 Ron McGrath, one of the original founders and HighRoad’s Chief Technology Officer, specializing in bringing integrated messaging solutions (email, mobile and webinar) to the association/non-profit market. Ron has more than 18 years of experience developing and providing cutting edge technology solutions to various markets, including associations and non-profits. A serial entrepreneur and featured speaker at conferences across the country on email best practices, Ron is known to have a talent for making complex technologies accessible and compelling. Ron McGrath Founder and CTO
  4. 4. Today’s Content • What is an “Integration Ecosystem”? • Why create an “Integration Ecosystem”? • Where do you start? • Applied “Integration Ecosystem” Use Cases 4
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  16. 16. Why? • Better member satisfaction • Save a tremendous amount of staff time • Save your organization money • In the long term, grow the bottom line 16
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  18. 18. Where do we start? • Most important decision you make is choosing your AMS • Lynchpin and hub that all other technology platforms are built around • Email is the delivery system for many of the technology platforms • Survey, Webinars, Website, & Social platforms 18
  19. 19. Where do we start? • When working with partners (vendors) make sure integration is part of their culture • Work well with other partners • Understand your business • Understand your AMS 19
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  21. 21. Traditional 21
  22. 22. Leveraging Segmentation 22
  23. 23. Leveraging Segmentation 23
  24. 24. Leveraging Segmentation 24
  25. 25. Speaking at Member Level 25
  26. 26. How does it work? Magic? • Member specifies interests via member portal • Every week Email platform automatically pulls list from AMS of who should receive newsletter • Email platform iterates through each member record and pulls specific metadata for that member from AMS 26
  27. 27. How does it work? Magic? • Based on metadata for member Email platform pulls content from 8 different blogs via the CMS platform • Email platform constructs highly customized newsletter and sends to individual member • Email platform writes email analytics back to AMS for Member Engagement Scoring 27
  28. 28. How does it work? Magic? 28
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  30. 30. Email Analytics 30
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  32. 32. Communication Preferences 32
  33. 33. Communication Preferences • Make it easy for members to update their communication preferences • Don’t make members leave the current experience • All platforms should read and store preferences in the AMS • Member Portal, Email, CMS & Social Platforms 33
  34. 34. Member Portal 34
  35. 35. Email 35
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  37. 37. Integrated Survey • Survey is delivered via the Email platform • Email platform gets list for delivery from the AMS • Survey platform captures the following to the AMS and Email platforms • Members that completed the survey • Members that have not started the survey • Members that have started but not completed 37
  38. 38. Integrated Survey • In addition, the Survey platform captures the to the AMS • Survey responses • Automated email campaigns are triggered based on if member completed survey or not • Tone and call the action is different based on survey analytics 38
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  40. 40. Integrated Webinar 40
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  42. 42. Questions? 4242 Ron McGrath Founder and CTO
  43. 43. Please join us for our next Lunch & Learn session: Member Holiday Inbox Basics November 21, 2013 12:00 – 12:30 p.m. EST
  44. 44. 44 Thank you! Other questions for Ron? Contact ASAE Business Services, Inc. Email: EndorsedSolutions@asaecenter.org Call 202.626.2880 Tweet us at #asaewebinar

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