Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#AssnTechTrends
Meet the Presenters
Tom Lehman Vivian Swertinski Andy Steggles
#AssnTechTrends
© Lehman Associations, LLC 2016
Lehman Associates, LLC
• Associations and Supplier Companies
• Strategy consulting for tec...
© Lehman Associations, LLC 2016
AMS Use and Satisfaction 2006-2016
AMS International: CA, AU, UK 2010,13,16
Association Te...
© Lehman Associations, LLC 2016
Evolving Role of Technology
Technology
Introduction
Technology
as Tools
Technology
as Stra...
© Lehman Associations, LLC 2016
Changing Technology Proposition
Time
Value
Today
Transformation
Productivity
Improvement
#...
© Lehman Associations, LLC 2016
Enterprise software used to be
about making existing work
more efficient. Now, the
opportu...
© Lehman Associations, LLC 2016
#AssnTechTrends
© Lehman Associations, LLC 2016
By 2017, the CMO will spend
more on technology than the CIO
Gartner
#AssnTechTrends
© Lehman Associations, LLC 2016
Technology as Strategy Models
Tech as Enabler
Tech as Substitution
Tech as Disruptor
Tech ...
© Lehman Associations, LLC 2016
Content
Website
Communication
Email
Collaboration
Social
Content Defined by Topic and
Role...
© Lehman Associations, LLC 2016
A Greater Focus on Outcomes
Member
Database
CRM
Toolset
Engagement
#AssnTechTrends
© Lehman Associations, LLC 2016
Intelligence is the new
Rock and Roll
Audi Advertising Campaign
Data is a Rock Star
Verita...
© Lehman Associations, LLC 2016
Text from
your doctor
go to the ER
NOW!
Internet of Things
And Big Data
25-50 Billion devi...
© Lehman Associations, LLC 2016
A Global Nervous System
• Billions of bits of data
• Streams of human and
machine data – 7...
© Lehman Associations, LLC 2016
A Greater Focus on Prediction
Basic
Historical
Reporting
Advanced
Reporting
Multi-variable...
© Lehman Associations, LLC 2016
Ten years from now, when we look back
at how this era of big data evolved …
We will be stu...
© Lehman Associations, LLC 2016
360° View
Website activity
Events registration
Community actions
Email response
Advocacy p...
© Lehman Associations, LLC 2016
Technology Complexity
Lehman Reports Technology Study, 2015
#AssnTechTrends
© Lehman Associations, LLC 2016
And new models
#AssnTechTrends
© Lehman Associations, LLC 2016
Integration Challenge
#AssnTechTrends
© Lehman Associations, LLC 2016
Success Factors
• Strategy orientation
• Technology and marketing leadership
• Technology ...
© Lehman Associations, LLC 2016
Importance of Strategy
#AssnTechTrends
© Lehman Associations, LLC 2016
Leadership Challenge
Percentage with position
#AssnTechTrends
© Lehman Associations, LLC 2016
Evolving Role of Technology
Technology
Introduction
Technology
as Tools
Technology
as Stra...
Marketing Sophistication
Made Simple
Vivian Swertinski, Senior Digital Marketing Strategist
Transformational Trend – Marketing
Automation
•Technology
•Strategy
#AssnTechTrends
Technology
• Integrated Systems
• Precise Targeting
• Automated Campaign
• Marketing Analytics
#AssnTechTrends
Integrated systems – Precise targeting
Forms Email Online Community
Transactions Database Browse
#AssnTechTrends
Precise Targeting
High Value Prospect /Membership
Page
Member / Educational Courses
Incomplete Transaction
Opened email / ...
Automated Lifecycle Campaigns
Prospect Marketing
New Member Onboarding
Nurture Campaign
Membership Renewals
Event Campaign...
Data Driven Content Strategy
#AssnTechTrends
18.2%
63.4%
Open Rate
New Member Onboarding Campaign
Before
Marketing
Automation
After
Marketing
Automation
#AssnTechTrends
How do you measure ROI?
Source: 2015 Lehman Reports™ Association Technology study
#AssnTechTrends
Marketing Analytics
#AssnTechTrends
• Cloud-based Engagement Platforms for:
– Online Communities
– Volunteer Management
– Component Management
• Founded: Dece...
Common Methods of Engagement
#AssnTechTrends
Where to Start: Journey Mapping
#AssnTechTrends
Top 10 Member Journeys
• New Member Onboarding
• First Year (after onboarding)
• Annual Conference
• Net Promoter – Satisf...
Engagement
Cycle
#AssnTechTrends
Automated Outreach
#AssnTechTrends
#AssnTechTrends
Started
Thread in
Last 5 Days
Fewer than 1000
Contributor Points
Not Received “Keep
the Conversation
Going B” within 90
da...
QUESTIONS?ASAE Case Study
#AssnTechTrends
ASAE’s MEAT: Results after 6 Months:
1829 Participants (A/B Tested)
Engagement Type A Segment B Segment
% Increase
(using ...
Likely to Recommend…
Photo? NPS
No Photo 19.2
Photo Only 36.9
Photo and Bio 41.0
Login Total NPS
0 17.1
1-2 26.1
3-4 36.7
...
Likely to Spend…
Amount Non-Collaborate Collaborate
≤ $600 45.5% 12.9%
$600-$1600 18.5% 15.2%
$1600-$3000 13.9% 15.2%
> $3...
TRADITIONAL
vs.
TASK/OUTCOME
Volunteerism.Act of Engagement | Social Learning| Community
#AssnTechTrends
60% of Volunteers Prefer Task/Micro
Source: Decision To Volunteer, ASAE
#AssnTechTrends
#AssnTechTrends
ASAE Top 100
https://collaborate.asaecenter.org/top100
#AssnTechTrends
#AssnTechTrends
Benchmarking Data
• 2015 Community Benchmark Report:
www.higherlogic.com/benchmarkreport
#AssnTechTrends
Thank You!
Tom Lehman
www.lehmanreports.com
tom@lehmanconsulting.com
703.373.7550
Vivian Swertinski
www.informz.com
swerti...
Upcoming SlideShare
Loading in …5
×

Technology as a Strategic Asset: Association Technology Trends, Innovation and Transformation

520 views

Published on

•Technology innovations and trends that impact how associations engage members.
•How associations are using marketing automation for their digital marketing strategy.
•Technology to use to observe audience behavior to provide customized content.

Published in: Business
  • Be the first to comment

Technology as a Strategic Asset: Association Technology Trends, Innovation and Transformation

  1. 1. #AssnTechTrends
  2. 2. Meet the Presenters Tom Lehman Vivian Swertinski Andy Steggles #AssnTechTrends
  3. 3. © Lehman Associations, LLC 2016 Lehman Associates, LLC • Associations and Supplier Companies • Strategy consulting for technology and marketing • Customer Satisfaction, Market & Member Research • The Lehman Reports™ industry research series • Founded 1992, Alexandria, VA #AssnTechTrends
  4. 4. © Lehman Associations, LLC 2016 AMS Use and Satisfaction 2006-2016 AMS International: CA, AU, UK 2010,13,16 Association Technology Study 2011-15 Donor Management Systems, 2013-2016 In collaboration with NTEN #AssnTechTrends
  5. 5. © Lehman Associations, LLC 2016 Evolving Role of Technology Technology Introduction Technology as Tools Technology as Strategy Investment Investment Cost Center Linear Exponential ROI Potential #AssnTechTrends
  6. 6. © Lehman Associations, LLC 2016 Changing Technology Proposition Time Value Today Transformation Productivity Improvement #AssnTechTrends
  7. 7. © Lehman Associations, LLC 2016 Enterprise software used to be about making existing work more efficient. Now, the opportunity for software is to transform the work itself. Aaron Levie, CEO , Box cloud computing #AssnTechTrends
  8. 8. © Lehman Associations, LLC 2016 #AssnTechTrends
  9. 9. © Lehman Associations, LLC 2016 By 2017, the CMO will spend more on technology than the CIO Gartner #AssnTechTrends
  10. 10. © Lehman Associations, LLC 2016 Technology as Strategy Models Tech as Enabler Tech as Substitution Tech as Disruptor Tech Bi-products #AssnTechTrends
  11. 11. © Lehman Associations, LLC 2016 Content Website Communication Email Collaboration Social Content Defined by Topic and Role Rather Than by Channel Highest growth and most effective models are in the overlaps Circle of Engagement Digital Assets Strategy Plan #AssnTechTrends
  12. 12. © Lehman Associations, LLC 2016 A Greater Focus on Outcomes Member Database CRM Toolset Engagement #AssnTechTrends
  13. 13. © Lehman Associations, LLC 2016 Intelligence is the new Rock and Roll Audi Advertising Campaign Data is a Rock Star Veritas #AssnTechTrends
  14. 14. © Lehman Associations, LLC 2016 Text from your doctor go to the ER NOW! Internet of Things And Big Data 25-50 Billion devices by 2020 High-volume, continuous streams, global nervous system Business, personal, public sources Advanced analytics and predictive analysis – greater insight Drive personalization Enhance policy, advocacy, cause Most organizations lack expertise Signal to Noise challenges #AssnTechTrends
  15. 15. © Lehman Associations, LLC 2016 A Global Nervous System • Billions of bits of data • Streams of human and machine data – 70x Library of Congress daily • Health, environment, energy, financial – endless list • Mashup overlays multiply data value #AssnTechTrends
  16. 16. © Lehman Associations, LLC 2016 A Greater Focus on Prediction Basic Historical Reporting Advanced Reporting Multi-variable Predictive Analytics Looking Back Looking Forward #AssnTechTrends
  17. 17. © Lehman Associations, LLC 2016 Ten years from now, when we look back at how this era of big data evolved … We will be stunned at how uninformed we used to be when we made decisions Billy Bosworth, CEO , DataStax #AssnTechTrends
  18. 18. © Lehman Associations, LLC 2016 360° View Website activity Events registration Community actions Email response Advocacy participation eLearning / Certification Member Demographics Member / Donor Record AMS remains the hub for most associations #AssnTechTrends
  19. 19. © Lehman Associations, LLC 2016 Technology Complexity Lehman Reports Technology Study, 2015 #AssnTechTrends
  20. 20. © Lehman Associations, LLC 2016 And new models #AssnTechTrends
  21. 21. © Lehman Associations, LLC 2016 Integration Challenge #AssnTechTrends
  22. 22. © Lehman Associations, LLC 2016 Success Factors • Strategy orientation • Technology and marketing leadership • Technology Strategy Plan • Application and data integration • Effective measures of ROI, use of metrics • Business, analysis, and communications skills of IT staff #AssnTechTrends
  23. 23. © Lehman Associations, LLC 2016 Importance of Strategy #AssnTechTrends
  24. 24. © Lehman Associations, LLC 2016 Leadership Challenge Percentage with position #AssnTechTrends
  25. 25. © Lehman Associations, LLC 2016 Evolving Role of Technology Technology Introduction Technology as Tools Technology as Strategy Investment Investment Cost Center Linear Exponential ROI Potential Improvement Transformation #AssnTechTrends
  26. 26. Marketing Sophistication Made Simple Vivian Swertinski, Senior Digital Marketing Strategist
  27. 27. Transformational Trend – Marketing Automation •Technology •Strategy #AssnTechTrends
  28. 28. Technology • Integrated Systems • Precise Targeting • Automated Campaign • Marketing Analytics #AssnTechTrends
  29. 29. Integrated systems – Precise targeting Forms Email Online Community Transactions Database Browse #AssnTechTrends
  30. 30. Precise Targeting High Value Prospect /Membership Page Member / Educational Courses Incomplete Transaction Opened email / No conversion Lapsed Member / Online Community #AssnTechTrends
  31. 31. Automated Lifecycle Campaigns Prospect Marketing New Member Onboarding Nurture Campaign Membership Renewals Event Campaigns Annual Appeal Lapsed Member #AssnTechTrends
  32. 32. Data Driven Content Strategy #AssnTechTrends
  33. 33. 18.2% 63.4% Open Rate New Member Onboarding Campaign Before Marketing Automation After Marketing Automation #AssnTechTrends
  34. 34. How do you measure ROI? Source: 2015 Lehman Reports™ Association Technology study #AssnTechTrends
  35. 35. Marketing Analytics #AssnTechTrends
  36. 36. • Cloud-based Engagement Platforms for: – Online Communities – Volunteer Management – Component Management • Founded: December 2007 • 90+ Staff • 640 Clients - >600 Associations • 33.5M “Members” #AssnTechTrends
  37. 37. Common Methods of Engagement #AssnTechTrends
  38. 38. Where to Start: Journey Mapping #AssnTechTrends
  39. 39. Top 10 Member Journeys • New Member Onboarding • First Year (after onboarding) • Annual Conference • Net Promoter – Satisfaction • Education (Workshops, Webinars etc) • Certification • Mentoring • Volunteerism • Renewal • Engagement (Best Answer, Recommending, Thanking…) #AssnTechTrends
  40. 40. Engagement Cycle #AssnTechTrends
  41. 41. Automated Outreach #AssnTechTrends
  42. 42. #AssnTechTrends
  43. 43. Started Thread in Last 5 Days Fewer than 1000 Contributor Points Not Received “Keep the Conversation Going B” within 90 days X Right Message, Right Person, Right Time #AssnTechTrends
  44. 44. QUESTIONS?ASAE Case Study #AssnTechTrends
  45. 45. ASAE’s MEAT: Results after 6 Months: 1829 Participants (A/B Tested) Engagement Type A Segment B Segment % Increase (using automation) No Automation With Automation Agreed to Terms 226 325 44% Profile Photo 131 245 87% Profile Bio 16 23 44% Joined Community 730 907 24% Friends Made 17 536 3053% Mobile App 29 38 31%
  46. 46. Likely to Recommend… Photo? NPS No Photo 19.2 Photo Only 36.9 Photo and Bio 41.0 Login Total NPS 0 17.1 1-2 26.1 3-4 36.7 5+ 41.2 Members who are active within Collaborate are 30% more likely to recommend ASAE. #AssnTechTrends
  47. 47. Likely to Spend… Amount Non-Collaborate Collaborate ≤ $600 45.5% 12.9% $600-$1600 18.5% 15.2% $1600-$3000 13.9% 15.2% > $3000 22.1% 56.7% #AssnTechTrends
  48. 48. TRADITIONAL vs. TASK/OUTCOME Volunteerism.Act of Engagement | Social Learning| Community #AssnTechTrends
  49. 49. 60% of Volunteers Prefer Task/Micro Source: Decision To Volunteer, ASAE #AssnTechTrends
  50. 50. #AssnTechTrends
  51. 51. ASAE Top 100 https://collaborate.asaecenter.org/top100 #AssnTechTrends
  52. 52. #AssnTechTrends
  53. 53. Benchmarking Data • 2015 Community Benchmark Report: www.higherlogic.com/benchmarkreport #AssnTechTrends
  54. 54. Thank You! Tom Lehman www.lehmanreports.com tom@lehmanconsulting.com 703.373.7550 Vivian Swertinski www.informz.com swertinski@informz.com 888.371.1842 Andy Steggles www.higherlogic.com andy@higherlogic.com 202.559.7733 #AssnTechTrends

×