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2016 Strategies for Engaging Tomorrows Members

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Technology Trends and the Effect on Associations

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2016 Strategies for Engaging Tomorrows Members

  1. 1. Technology Strategies for Transforming Today's Association to Engage Tomorrow's Members
  2. 2. Today's Agenda Digital Disruption We're in a digital economy and in a digital economy, IT is the foundation for doing business. In many cases, these technologies are disruptive, completely changing the dynamics of an industry, and in some cases creating new industries. Change at this level requires everyone's attention!!
  3. 3. Today's Agenda Digital Disruption Today, your customers assess the value of your services based in part on your ability to integrate into their digital world.
  4. 4. Today's Agenda Digital Disruption Today, your customers assess the value of your services based in part on your ability to integrate into their digital world.
  5. 5. Stopped at Starbucks for Coffee... ...boarded the plan at DCA... ...while at the airport, bought a bite to eat... My Digital World
  6. 6. What's really shaping your members expectations? It's probably not what you think!
  7. 7. We are now in the age of the customer, with buyers using technology to gain control over institutions. That power flows from customers’ newfound ability to seamlessly price, critique, and direct their purchases. George Colony, CEO Forester ...integrate into their digital world
  8. 8. IT focused on internal systems and building systems that "manage" the customer relationships IT focused on the "customer experience" and building systems that allow the customer to "manage" the relationship and customer journey! ...integrate into their digital world
  9. 9. In the battle between today and tomorrow, today will win every time unless the organization consciously, strategically decides to extend a helping hand to tomorrow.
  10. 10. "When it comes to digital, we are at a pivot point. Digitizing your business isn’t about technology: it’s about member/customer obsession - and in 2016, it will be among your ten critical business success factors helping position your association for success in the Age of the Customer." It's about your member/customers journey. It's about understanding their "moments of need" in that journey. It's about being present at the moment of need.
  11. 11. The realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle. Brian Solis The Altimeter Group Digital Transformation
  12. 12. Which technologies can be the most useful in transforming today's association?
  13. 13. Increasingly, this is where your customer's journey begins and ends! MobileMobile! First!
  14. 14. You need to understand everything about your customers needs, journey, satisfaction,etc. It's not the data, it's the signals in the data. Mobile Data Analytics Data Analytics Mobile! First!
  15. 15. Mobile Data Analytics Data Analytics Mobile! First! World Class APIs Your AMS is still important. Your ability to seamlessly connect it with other tools in your "ecosystem" is critical. World Class APIs
  16. 16. Today's member is: MOBILE SAVVY CONNECTED We all have a "mobile/digital reflex" Whatever we need, whenever we need it, we expect it here! It's the first thing we turn to when we want to know something, communicate something, and increasingly, buy something.
  17. 17. Mobile Rules! Apps Rule!
  18. 18. 121% in 2014 49% in 2014 30% in 2014 89% in 2014 103% in 2014 174% in 2014
  19. 19. More and more consumers, especially teens and college students are using their smartphones, phablets and tablets as their primary computing device and their sole device to access email and other productivity apps, like Google Docs, Quip, Slack and the Microsoft productivity suite.
  20. 20. When someone picks up their mobile device, chances are they want to learn, do, find, or buy something right now. Whether in the form of searches, app interactions, mobile site visits, or even YouTube video views, these micro-moments happen constantly.
  21. 21. When someone picks up their mobile device, chances are they want to learn, do, find, or buy something right now. Whether in the form of searches, app interactions, mobile site visits, or even YouTube video views, these micro-moments happen constantly.
  22. 22. moments of need... Research from
  23. 23. moments of need... These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.
  24. 24. Mobile devices give us the unique opportunity to be "Present at the Moment of Need!"
  25. 25. moments of need... These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends. Deliver context appropriate messaging: This cannot be overstated. Create ads and content that provide custom solutions and answers for the questions people ask. No one wants to look at or hear conventional, generic advertising on their smartphones. Or, put another way, don’t make smartphones dumb.
  26. 26. moments of need... These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends. Identify your target audiences’ moments. Understand the why, the where and the how of a audience's search for information. And don’t overlook the why not. Increasingly, the "customer journey' begins on mobile devices, smartphones in particular
  27. 27. moments of need... These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends. Make purchasing easy: Make the transition from research to purchase seamless. Give the consumer multiple ways to buy. How long before the association customer journey ends like this? Not very long!
  28. 28. moments of need... These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.
  29. 29. Measure every moment that matters It’s no longer enough to simply measure the online conversion. With the mobile fragmented path to purchase advertisers need to see results online, across devices, in apps....Audit your current efforts then test and iterate using new approaches, KPIs and methodologies.
  30. 30. moments of need... These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends. Increasingly, the "customer journey' begins on mobile devices, smartphones in particular. How long before the journey ends like this? Not very long!
  31. 31. Develop a Mobile Mindset! So what should I be doing?
  32. 32. • THINK MOBILE FIRST! • Your current website and its structure are not useful on a mobile device. Responsive design is a must, but it's just the cost of entry. Rethink your offerings in the "mobile context". • When designing the mobile experience, think task not brand. Think convenience store, not supermarket. • Understand your audiences "mobile moments" in each stage of the consumer journey. • Mobile devices give us the unique opportunity to be "Present at the Moment of Need!" So what should I be doing? Develop a Mobile Mindset!
  33. 33. Data Analytics
  34. 34. Don't Guess...KNOW! Analytics is the discovery and communication of meaningful patterns in data (corporate, product, channel, and customer).It’s not the data but the signals in and across data!
  35. 35. o Multiple versions of the “truth” o Takes days to prepare board reports o Can’t get answers to new questions quickly o Don’t know where all the data is o Wonder what you should STOP doing o Asking the same questions=same result Why Data Analytics? Sound familiar?
  36. 36. From Hindsight to Foresight Hindsight - understanding of a situation or event only after it has happened or developed. Insight - the capacity to gain an accurate and deep intuitive understanding of a person or thing. Foresight - the ability to predict or the action of predicting what will happen or be needed in the future. Evolving analytics from descriptive to prescriptive also drives effectiveness and enables smart decisions through an insight-driven, fast, iterative and experimental enterprise.
  37. 37. Beware of Digital Blind Spots...those channels or activities that you don't measure that tell you more about the customer journey. BIG DATA comes from an increasing number of places activities and channels
  38. 38. What's really shaping your members' expectations? IT folks need to know this!
  39. 39. are you ready for...
  40. 40. RETHINK STUFF mobile proximity platforms location awareness
  41. 41. Proximity service platforms utilize a combination of mobile wireless technologies to detect the presence of visitors and the mobile devices they carry. These platforms allow you to provide location based services and messaging. Introducing Beacons
  42. 42. Introducing Beacons Introducing Beacons!! The newest phones all have beacon aware features built in!
  43. 43. Mobile Application Proximity Platforms How They Work
  44. 44. Mobile Application Proximity Platforms How They Work
  45. 45. Exhibit Hall Heat Map
  46. 46. Specific Exhibitor Report
  47. 47. Best in Show!
  48. 48. World Class APIs
  49. 49. What are APIs? In the simplest terms, APIs are sets of requirements that govern how one application can talk to another. On the Web, APIs make it possible for big services like Google Maps or Facebook to let other apps "piggyback" on their offerings.
  50. 50. What about associations?
  51. 51. AMS Data Website Data Meetings Data CMS Data The Current State of Association Data
  52. 52. The majority of mobile application developers are struggling with both developing application programming interfaces and the arcane backend services those APIs need to invoke, according to the findings of a new survey of 5,778 developers conducted by IDC
  53. 53. The realignment of, or new investment in, technology and business models to more effectively engage digital customers at every "moment of need" in the customer experience lifecycle. Brian Solis The Altimeter Group Digital Transformation me and
  54. 54. In the API economy, application programming interfaces (APIs) act as the digital glue that links services, applications and systems. This allows businesses to make the most of their data to create compelling customer experiences and open new revenue channels.
  55. 55. ....but what if we look beyond using APIs to just connect systems??? ....why can't we use APIs to drive innovation...from the inside out... ....to create new tools, products, or services for staff and/or members?
  56. 56. My AMS System
  57. 57. I need to make toast..... or
  58. 58. Mobile Appliances Mobile Point of Sale Mobile Member Lookup My AMS System
  59. 59. Mobile Travel Companion Mobile Fundraiser Mobile Custom Content Delivery Mobile Appliances My AMS System
  60. 60. Closing Thoughts 1. Digital Transformation isn’t about technology: it’s about customer obsession. It's about your member/customers journey. It's about understanding their "moments of need" in that journey. 2. Increasingly, mobile is where your customer's journey begins and ends! Mobile allows us to be "present at the moment of need." 3. Data analytics allows us to discover and communicate meaningful patterns in data. Remember, it's not the data but the patterns, the signals in and across data that's critical. 4. APIs allow us to share data and functionality across our digital "ecosystems". This give us the ability to create new customer value and experiences. 5. Thank you!!

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