4. the key to
digital transformation
Importance of Digital Strategy
• DRIVES DIGITAL MATURITY
• SCOPE AND OBJECTIVES
• BUILD SKILLS TO REALIZE STRATEGIES
• RISK BECOMES THE NORM
• AGENDA LED FROM THE TOP
8. the key to
digital transformation
Why View through a Member Focused Lens?
• WHAT THEY NEED, NOT WHAT WE THINK THEY NEED
• THEIR EXPERIENCES WITH OTHER TECH BECOMES THE NEW
EXPECTATION FOR US
• NEED TO MEET THEIR EXPECTATIONS
• HOW THEY VIEW IT
9. the key to
digital transformation
How to View Through at Member Focused
Lense
• START WITH GATHERING INFORMATION
• BEST PRACTICES ARE IN THE SPACE
• ANECDOTAL INFORMATION IS THERE
• DEVELOP/OUTLINE THE PROCESS
• WHAT IS THE PURPOSE/OUTCOMES?
• WHAT DOES IT LOOK LIKE?
10. the key to
digital transformation
Make it About the Members
• VET AND TEST THROUGH MEMBERS
• IDENTIFY KEY GROUP
• DIVERSITY OF PERSONA’S
13. the key to
digital transformation
Approach
• LISTEN
• ASK QUESTIONS
• IDENTIFY NEED AND SCOPE
• ENVISION THE FUTURE
• SELECT, PLAN, AND IMPLEMENT
14. the key to
digital transformation
So what does it look like?
• STRUCTURED PLAN FOR COMMUNICATION
• PILOTING WITH VOLUNTEERS AND SUPPORTIVE INSTITUTIONS
• OPEN AND TRANSPARENT FEEDBACK LOOPS
• FULL ROLL-OUT WITH AUDIENCE SEGMENTATION
18. the key to
digital transformation
Barriers to Adoption
• HIGH COMPETITION
• INEFFECTIVE PRODUCT ONBOARDING
• LACK OF SUPPORT DURING AND AFTER
ADOPTION
23. the key to
digital transformation
Location
• NOTIFICATIONS WHEN A MEMBERS IS NEAR
ANOTHER MEMBER
• GEO-LOCATED MESSAGING TO TARGET
ATTENDEES TO YOUR ANNUAL CONFERENCE
28. the key to
digital transformation
Recap
• CHANGE ISN’T GOING TO HAPPEN, IT HAS ALREADY HAPPENED
• DIGITAL TRANSFORMATION SHOULD BE GROUNDED IN MEMBER
NEEDS AND STRATEGIC GOALS
• SUCCESSFUL MEMBER ADOPTION DRIVES INCREASED MEMBER
LOYALTY
30. the key to
digital transformation
Trevor Mitchell, MBA, CAE
Executive Director/CEO
American Mensa & Mensa Foundation
@trevm22
Rhea Steele, MS, CAE, CIP
Chief Operating Officer
Council for the Accreditation of Educator Preparation
@RheaMSteele
Editor's Notes
Quick show of hands.
Who has an Amazon Echo or Google Home device?
How about a smart thermostat?
Regularly pair your phone with your car – to make calls or listen to music
Why talk about it strategically across the organization?
Digital strategy driven by strategic plan goals and member needs
Digital touches all areas of the organization
Online payment of member dues
Access to educational content and events
Internal collaboration and knowledge sharing
External communications and engagement
Member recruitment and retention
Role of senior, non-technical staff in conversation
Buy-in
Understanding of how individual teams will be impacted
Cross-organizational collaboration on initiatives
Digital strategy today vs digital strategy of the future (use Trevor’s IoT session content) - Ready Player One as a construct/example
Yesterday > Today > Future
Yesterday
Websites
Apps
Mobile Ready
Social
Today
Voice Recognition
Wearable Tech
One-click transactions
Payable in advance
Future
AI
Implanted Tech
Others from Shelly
Ready Player One
Highlight the premise of the story
Created a reality for people to escape the problems of the real world
Shift currency in the game world is more valuable than real currency – already moving in this direction – online social currency is very real
How do you put a member focused lense on the strategy (Trevor)
Why it’s important
We tend to focus on what we think they want - not what they need even if they don’t know what they need
Their experiences with other tech becomes the new expectations of everyone one else including associations
We need to meet their expectations
View it through the member’s way of interactions, not how we want them to do it.
How do do it (online member process)
Start with gathering information we have (quickly)
Best Practices in this space (not just associations)
Any anecdotal information we have on this.
Develop/outline intended process
What does it look like
Purpose and outcomes expected
Event Registration, Renewals, Joins, Purchases
Make it about the members
Vetting and test idea through members
Find group
Don’t be afraid to get those vocal naysayers involved. They provide the best feedback and understanding obstacles.
Those that are less engaged
Have member persona’s to ensure they are represented
Share Trevor’s strategy example he used with his board about vetting through.
Why
Helps to identify bugs
Figure out what’s going to be used (provide an example of something designed for one purpose but was more successful as another)
Can champion the project.
Outdated technology - both infrastructure and visually
Core organizational processes rely on system
Recognition of single point of failure
Concerns from members about system usability
Data integrity issues - different staff members pulling data = different numbers pulled
Limited capacity for self-service
Building on Trevor’s info gathering, finding best practices, and process outline
External
Listen to what members are saying, what are the questions they are asking?
Lay groundwork for change – what if? How would? What is?
Internal
Define the need & scope
Build support for the new system by envisioning the future – demos, talking through processes, repeated discussions, messaging from CEO
Trev – Personas
External
Well planned and tightly controlled communication
Information embargoed at beginning of project, staff limited on what they can say
Structured roll out to specific groups for testing (knowing this will result in information sharing in the field)
Feedback, feedback, feedback and SHOW that we are incorporating it
Different communication to different audiences – depending on point in cycle
For starters, Members who see their organization as an early technology adopter are significantly more satisfied with their membership and feel more connected to their organization.
High Competition – so much noise out there, customers are wading through with each new device (use social MySpace, Facebook, Twitter, LinkedIn, Instagram, SnapChat, Polo, etc.) Consumers wield the power and we have to win their attention
Ineffective product onboarding – don’t introduce customer properly to product or is too long and they give up (online community platform)
Lack of Support during and After Adoption – need to feel there is someone to turn to when there is a challenge.
AI came up in the presentations yesterday – with the increasing use of quantum computing algorithms will become increasingly advanced – to us that will look like our personal assistants will “know” our needs without asking
Increasing use in consumer products will increase expectation everywhere
I use my Google Home a lot and find myself saying “Xbox pause” when I get up while watching a movie - even though I don’t have my Kinect hooked up
Imaging “lights on” when you walk into a room
Members will have more and more difficulty differentiating between humans and AI in the customer service space.
Members will become so attuned to personalized recommendations that they react negatively when presented with information they perceive as irrelevant (e.g. static website content).
Fundraising teams will have tools that can scan large data sets to identify and help develop compelling communication for prospects.
Employees will be able to delegate administrative tasks to AI assistants.
Ready Player One
Highlight the premise of the story
Created a reality for people to escape the problems of the real world