•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.

1. #AssnTechTrends

2. Meet the Presenters
Tom Lehman Vivian Swertinski Andy Steggles
#AssnTechTrends

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
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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. © Lehman Associations, LLC 2016
Evolving Role of Technology
Technology
Introduction
Technology
as Tools
Technology
as Strategy
Investment
Investment
Cost Center
Linear
Exponential
ROI Potential
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6. © Lehman Associations, LLC 2016
Changing Technology Proposition
Time
Value
Today
Transformation
Productivity
Improvement
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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
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8. © Lehman Associations, LLC 2016
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9. © Lehman Associations, LLC 2016
By 2017, the CMO will spend
more on technology than the CIO
Gartner
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10. © Lehman Associations, LLC 2016
Technology as Strategy Models
Tech as Enabler
Tech as Substitution
Tech as Disruptor
Tech Bi-products
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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. © Lehman Associations, LLC 2016
A Greater Focus on Outcomes
Member
Database
CRM
Toolset
Engagement
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13. © Lehman Associations, LLC 2016
Intelligence is the new
Rock and Roll
Audi Advertising Campaign
Data is a Rock Star
Veritas
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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
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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
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16. © Lehman Associations, LLC 2016
A Greater Focus on Prediction
Basic
Historical
Reporting
Advanced
Reporting
Multi-variable
Predictive
Analytics
Looking Back Looking Forward
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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
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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
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19. © Lehman Associations, LLC 2016
Technology Complexity
Lehman Reports Technology Study, 2015
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20. © Lehman Associations, LLC 2016
And new models
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21. © Lehman Associations, LLC 2016
Integration Challenge
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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
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23. © Lehman Associations, LLC 2016
Importance of Strategy
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24. © Lehman Associations, LLC 2016
Leadership Challenge
Percentage with position
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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. Marketing Sophistication
Made Simple
Vivian Swertinski, Senior Digital Marketing Strategist

27. Transformational Trend – Marketing
Automation
•Technology
•Strategy
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28. Technology
• Integrated Systems
• Precise Targeting
• Automated Campaign
• Marketing Analytics
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29. Integrated systems – Precise targeting
Forms Email Online Community
Transactions Database Browse
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30. Precise Targeting
High Value Prospect /Membership
Page
Member / Educational Courses
Incomplete Transaction
Opened email / No conversion
Lapsed Member / Online Community
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31. Automated Lifecycle Campaigns
Prospect Marketing
New Member Onboarding
Nurture Campaign
Membership Renewals
Event Campaigns
Annual Appeal
Lapsed Member
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32. Data Driven Content Strategy
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33. 18.2%
63.4%
Open Rate
New Member Onboarding Campaign
Before
Marketing
Automation
After
Marketing
Automation
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34. How do you measure ROI?
Source: 2015 Lehman Reports™ Association Technology study
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35. Marketing Analytics
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36. • Cloud-based Engagement Platforms for:
– Online Communities
– Volunteer Management
– Component Management
• Founded: December 2007
• 90+ Staff
• 640 Clients - >600 Associations
• 33.5M “Members”
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37. Common Methods of Engagement
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38. Where to Start: Journey Mapping
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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…)
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40. Engagement
Cycle
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41. Automated Outreach
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42. #AssnTechTrends

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
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44. QUESTIONS?ASAE Case Study
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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. 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.
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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%
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48. TRADITIONAL
vs.
TASK/OUTCOME
Volunteerism.Act of Engagement | Social Learning| Community
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49. 60% of Volunteers Prefer Task/Micro
Source: Decision To Volunteer, ASAE
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50. #AssnTechTrends

51. ASAE Top 100
https://collaborate.asaecenter.org/top100
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52. #AssnTechTrends

53. Benchmarking Data
• 2015 Community Benchmark Report:
www.higherlogic.com/benchmarkreport
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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