It's All About Integration - Using Your AMS to Power Community Engagement
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An engaged member is a happy member. You know how important it is to give your members programs and activities that they love, as this drives them to renew membership. There are new opportunities for associations to engage members at a deeper level, and with greater sophistication, if you have the right technology. You may have multiple systems you use to engage your members, but what tools are you using for engagement tracking? In MemberSuite’s webinar “It’s All About the Integration: Using Your AMS to Power Community Engagement”, we’ll hear from a panel of experts about the importance of aligning your community with a powerful database to help drive engagement at your association. Our panel includes: Tom Lehman - Publisher of the annual Lehman Reports AMS study Rob Kaighn - Director of Partnerships for Higher Logic Shaun Holloway - Director of Information Technology at ACUHO-I
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It's All About Integration - Using Your AMS to Power Community Engagement
- 1. © Lehman Associations, LLC 2015 Brought to you by: It’s All About Integration Using Your AMS to Power Community Engagement
- 2. © Lehman Associations, LLC 2015 Welcome Today’s Panel Tom LehmanRob KaighnShaun Holloway Lauren Patrick
- 3. About MemberSuite • Association Management Software (AMS) • Designed specifically for mid-market professional & trade associations • Software-as-a-Service (SaaS) • 20+ modules for Membership, Events, Dues & more
- 4. Real-time data on engagement Recruitment & Retention Automated Self- Service via SSO Streamlined Efficiency It’s 2015 – The Modern Association is Evolving
- 5. © Lehman Associations, LLC 2015 Agenda • The Evolving Role of Technology – Tom Lehman • How Associations Use Communities – Rob Kaighn • Case Study on Integrating Platforms – Shaun Holloway • Q & A
- 6. © Lehman Associations, LLC 2015 Got Questions? Use the Question Tool in Your Webinar Dashboard Slides & recording will be sent following the webinar Keep up with us on Twitter @MemberSuite
- 7. © 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
- 8. © Lehman Associations, LLC 2015 • AMS Use and Satisfaction 2006-2015 • AMS International: CA, AU, UK 2010, 2013 • Association Technology Study 2011-14 • Donor Management Systems, NTEN, 2013-14 • Snapshot Surveys and Special Studies
- 9. © Lehman Associations, LLC 2015 Evolving Role of Technology Technology Introduction Technology as Toolset Technology as Strategy™ Investment Investment Cost Center Linear Exponential ROI Potential Improvement Transformation
- 10. © Lehman Associations, LLC 2015 Content Website Communication Email Collaboration Social Content and Inbound Marketing Highest growth and most effective models are in the overlaps Circle of Engagement
- 11. © Lehman Associations, LLC 2015 A Greater Focus on Outcomes Member Database CRM Toolset Engagement
- 12. © Lehman Associations, LLC 2015 Extending the AMS Third-Party Applications 0% 20% 40% 60% 80% 100% Advanced reporting / BI Exhibits management Private Communities Online voting eLearning Advanced meeting registration Tech support services Job boards Mobile app Email marketing Percentage of associations $2M+ Budgets Current Use Projected Increase
- 13. © Lehman Associations, LLC 2015 360 Member View Website activity Events registration Community actions Email response Advocacy participation eLearning / Certification Member demographics Member Record A core requirement for member engagement strategies
- 14. © Lehman Associations, LLC 2015 Integration Challenge 0% 20% 40% 60% 80% 100% Advocacy, GR applications Job boards Private social community e-Learning, LMS Exhibits management application Third-party email system Content management system / website Third-party meetings registration Percentage of Associations with Application Integration between applications and the AMS Integrated Not integrated
- 15. © Lehman Associations, LLC 2015 Application Integration and Technology Complexity Gaining enhanced integration capabilities is the most frequently mentioned reason to move to a new AMS
- 16. © 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
- 17. © Lehman Associations, LLC 2015 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
- 18. © Lehman Associations, LLC 2015 Integration and Community Engagement
- 19. Higher Logic The Leading Enterprise Community Platform for Associations Rob Kaighn- Director of Partnerships
- 21. Public Social Networks • Association doesn’t own the network • Someone else is making money off your members • Access Control • Accountability
- 22. 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
- 23. 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
- 24. Top 5 Reasons Members Join 2014 (n = 863) 2013 (n = 693) 2012 (n = 684) 2011 (n = 641) 2010 (n = 400) Networking with others in the field 21% 24% 22% 25% 24% Access to specialized and/or current information 20% 13% 12% 14% 13% Advocacy 8% 8% 12% 10% 11% Discounts on products or meetings 8% 4% 5% 5% 6% Learning best practices in their profession 6% 8% 7% 7% 9% Continuing education 5% 7% 8% 7% 11% *2014 MGI Membership Marketing Benchmark Report
- 25. Top 3 Reasons For Not Renewing 2014 (n = 802) 2013 (n = 691) 2012 (n = 687) 2011 (n = 639) 2010 (n = 400) Lack of engagement with the organization 17% 15% 14% N/A N/A Could not justify membership costs with any significant ROI 12% 11% 11% N/A N/A Budget cuts/economic hardship of company 11% 18% 17% N/A N/A *2014 MGI Membership Marketing Benchmark Report
- 26. MGI Benchmarking Report • ASAE • Net Promoter Scores: • 35 for Collaborate Users • 12 for non-Collaborate Users • If a member replied, they had a higher NPS than a member who initiated a post. • Members who did both had the highest NPS of all. • Members active within their community are 23% more likely to recommend ASAE to a friend or colleague.
- 28. Membership has grown 50%, prospects have doubled, hits quadrupled
- 29. Revenue Growth $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000 $4,500,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Revenue
- 30. More Indexed Pages Than Competitors
- 31. Communities Drive Event Growth “Summit, our annual conference, comprises 60% of our revenue. And CRMUG Collaborate drives 10x more registration than any other source.” Andy Hafer Chief Executive Officer
- 32. 32
- 33. Your Ecosystem
- 34. Integration with AMS • Integration Benefits • Better User Experience • Better Staff Experience • Business Intelligence • Integration Points • SSO • Profile/Directory Sync • Permissions/Security • Activity Sync
- 35. Profile • Basic Profile Information • Name • Contact information • Photo • Demographics • One to many • Languages Spoken • Areas of Expertise • Updates • AMS Member Portal
- 36. Security Sync • Security Roles • Member • Staff • Non-Member • Community Groups • Member • BOD • Conference Registrants
- 37. Engagement Activity Sync • Activities from Community • Posts • Agreed to Terms • Profile • Volunteering • Added MemberSuite Activities • Can be used for • Engagement score • Marketing • Results from Lehman 2014 Technology Study • Discussions, Library, Profiles used • Engagement Scoring not used
- 38. Case Study from Shaun Holloway
- 39. Challenges • Software couldn’t integrate with anything • Didn’t centralize a lot of the functions we do • Managing things through Excel and billable forms • Needed custom development - make the product do what we wanted it to without having to have upgrades • Shadow databases - needed data syncing, having to make copies to put in third party system • Wasn’t scalable, manual efforts with multiple systems • Because of manual steps, avoided other solutions that could better the association
- 40. Ideal Solution • Open API to work with other systems • Ability to scale - more members, more data • Member self-service (SSO) • Ease of future management • Process is repeatable • More services with less effort • An ecosystem of integrations, services, and resources
- 41. Benefits • Eliminated most manual processes • Member self-service achieved through SSO • Improved data collection • Use reports and exports for financials • Integration with applications: LMS, CMS, InMagic (Online Library), home-grown applications, exhibitor floor plan • Synced with Higher Logic
- 42. • “White labeled” Higher Logic UI • Focus on design consistency • Focus on member experience • Allow members to “see” themselves and connect easily
- 43. • “White labeled” Higher Logic UI • Focus on design consistency • Focus on member experience • Allow members to “see” themselves and connect easily
- 44. Profile integration from 3 sources: 1) MemberSuite 2) LinkedIn 3) Higher Logic Easy to connect and control preferences
- 46. • View of the “Open Forum” community • Discussions focus • File sharing • Events area in more niche communities
- 48. Got Questions? Use the Question Tool in Your Webinar Dashboard Slides & recording will be sent following the webinar Keep up with us on Twitter @MemberSuite
- 49. Q & A Tom LehmanRob KaighnShaun Holloway Lauren Patrick
- 50. Thanks for attending! Shaun @acuho-i.org rkaighn @higherlogic.com Tom @lehmanconsulting.com lpatrick @membersuite.com Tom LehmanRob KaighnShaun Holloway Lauren Patrick
Editor's Notes
- Welcome!
- What is community? Building a community in which your members can learn, share and collaborate is critical to your association’s growth and relevancy. This can be challenging when your members – in all likelihood – bring different perspectives, and experiences to the table. Speaking to all of them in a voice and format that is useful, educational, insightful and fun requires unique strategies and techniques that leverage individual contributions. By introducing an online community, organizations can promote essential relationships and redefine new ways of communicating, collaborating and staying in touch with colleagues. Your organization can connect directly with members and get a clear idea as to what they want, where they are and what makes them tick. And that is the key to success – Knowing Your Members. By providing a comprehensive approach to member engagement, your organization can extend value to your members by: Leveraging community knowledge. Building a network of like-minded professionals. Defining a member. Growing your membership. Creating new opportunities and benefits. How do most organizations engage members? Point in time events and educational opportunities. Effective for the period of time it occurs and for the members who take the time to attend. Listservs or online forums Exist only in email and not often easy to find what you’re looking for. Lack archive, search, document sharing. Not integrated with AMS so subscriber list management can be time consuming and difficult Organizational website, but it’s a challenge for staff to create “fresh” content. Why not utilize content created by your members based on what’s trending today?
- "Net Promoter Score" is a customer loyalty metric developed by (and a registered trademark of) Fred Reichheld, Bain & Company, and Satmetrix. It was introduced by Reichheld in his 2003 Harvard Business Review article "One Number You Need to Grow".[2] NPS can be as low as −100 (everybody is a detractor) or as high as +100 (everybody is a promoter). An NPS that is positive (i.e., higher than zero) is felt to be good, and an NPS of +50 is excellent. Net Promoter Score (NPS) measures the loyalty that exists between a provider and a consumer NPS is based on a direct question: How likely is it that you would recommend our company/product/service to a friend or colleague? The scoring for this answer is most often based on a 0 to 10 scale. Promoters are those who respond with a score of 9 or 10 and are considered loyal enthusiasts. Detractors are those who respond with a score of 0 to 6 - unhappy customers. Scores of 7 and 8 are passives, and they will only count towards the total number of respondents, but not directly affect the formula. NPS is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters.
- SCCE and HCCA (sister organizations) became HL customer in mid 2009. They credit the open community sites as a major part of their growth. Since the beginning their community sites have been accessible to members AND non-members. Their mission is to become a resource for ALL compliance professionals. In turn, compliance professionals look to them for information which includes not only membership but live events and training.
- CRMUG Summit – 10x more regs from community than any other source.
- CASE STUDY: AANAC Discussions in Action Infographic – shows how AANAC took online education and continue the conversation online in ANNAC Connect. They were able to measure many things, and this is the graphic story.
- Higher Logic Ecosystem Infographic