Kim Harwood and Aaron Wolowiec, MSA, CAE, CMP, CTA delivered this presentation during the annual conference of the Ohio Society of Association Executives on Friday, July 25, 2014, at the Kingsgate Marriott Conference Center in Cincinnati, OH.

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Demonstrating
Value to the
Choosiest of
Members
Kim Harwood
President
Results at Hand
Software LLC
Aaron D. Wolowiec
MSA, CAE, CMP, CTA
The Meetings Coach
Event Garde LLC

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Facilitator Introductions
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Kim Harwood Aaron Wolowiec

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Networking Activity
 FIRST – Stand and find a partner
(preferably someone you don’t know).
 NEXT – Move someplace where you can be
comfortable standing and talking together.
 THEN – Introduce yourselves. Include name,
position, organization and one reason you
decided to come to this session.
 FINALLY – Exchange business cards.
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4. +
Participant Handouts
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Learning Road Map
 ROI vs. ROL
 Engagement measurements
 Technology trends
 Interactive example
 Best practices
 Wrap-up
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WE ARE HERE
OSAE Conference

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Education Equation
Education Engagement Loyalty Retention Return
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7. +
Return on Investment (ROI)
A performance measure
used to evaluate the efficiency
of an investment.
ROI = x
100
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Revenue – Investment
Investment

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Joe’s Pizza
If you buy 20 shares of Joe’s Pizza
for $10 a share, your investment
cost is $200.
If you sell those shares for $250,
then your ROI is ($250-200)/$200
for a total of 0.25 or 25%.
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Return on Learning (ROL)
A derivative of ROI used to
evaluate the efficiency of an
organization’s learning investments.
ROL = x
100
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Total Benefit – Total Cost
Total Cost

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Case Study: NSA Convention
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Costs for attending the meeting = $ 2,000
Total benefits from ideas implemented = $ 10,000
3 bookings at $2,500 each = $ 7,500
6 months of increased product sales = $ 2,000
Savings on printing with new vendor = $ 500
ROL = x 100 =
400%
$10,000 – $2,000
$2,000

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Engagement Measurement
 Membership
 Attendance
 Revenue
 Surveys
 Ask in conversation
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Traditional Interactive
 Social listening
 Feedback
 Forum/chat room
 Track actions
 Track interactions

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Engagement Measurement
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Mission:
Promote quality
Represent specialty
and interest
Advocacy
EducationLeadership
Development
• Mission
• Revenue/Cross Marketing
• Extend Engagement
• Portability/Usability
• Response to Member
Feedback: Image
Gallery
• Practice Tests
Goals  Engage  Measure  Change

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Engagement Measurement
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Ohio ACEP eBook Metrics
 Google Analytics
 Dashboard Report
 MORE data…
Metrics tell a story about
your member’s engagement
experience!
 Who uses the app
 How often
 What is studied
 How long
331 users
in 3 months
1,064
sessions
Chapter 3:
Most notes,
highlights &
bookmarks
9 min.
duration
52.9%
iPad
27%
iPhone
73% average
test score
13,809
page views

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Engagement Measurement
Ohio ACEP Board Review eBook
 Pre-eBook
 Book sales
 Survey
 CME awarded
 Post-eBook
 Book sales
 App frequency
 Practice test results
 Feedback
 Study duration
 Top content
 Survey
 CME awarded
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interaction
rate/scores
Goals
Engage
Measure
Change

15. +
Technology Trends
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90% of American adults have a
mobile phone
58% have a smartphone
42% have a tablet
81% of American adults with a
household income of $75,000+
71% of college degree adults
49% of adults aged 50-64
74% of adults aged 30-49

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Technology Trends
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Average consumer has
digital devices!

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Technology Trends
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App store
downloads
through
June 2014
Average
number of
apps
downloaded
per Android
phone
Double by

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Technology Trends
The mobile effect:
 Poll Question
 Poll #1 Results
 Poll #2 Results
 Next steps: Where
does mobile fit for
your organization?
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ROLapp Interactive Example
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ROLapp Interactive Example
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Best Practices
 Put an end to the “Firefighter
Syndrome”
 Develop enduring mobile
technology
 Promote member
engagement and success
 Leverage real-time data for
industry partners
 Crowdsource high-demand industry
subjects
 Illuminate professional goals and
objectives
 Connect members with
personalized resources
 Establish a robust resource forum
 Evaluate the association’s resource
pool
 Increase organizational efficiencies
 Generate measurable ROL data
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Macro-level Goals Micro-level Objectives

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Value: Homework Assignment
 FIRST – Brainstorm a list of the short-
and long-term value your organization’s
meetings and events offer members.
 NEXT – From the list of responses, select
your clearest ideas for each program.
 THEN – Develop and implement a plan to
more effectively market this value
proposition to members.
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Value Proposition
An innovation, service or
feature intended to make a
company or product attractive
to customers through
effective marketing.
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Value Proposition
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25. +
Effective Marketing
Branding
Differentiation
Value
proposition
Voice
Brevity
Channels
Testimonials
Images
Sample content
Volunteers
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Action Item Resource(s) Completion Date
1.
2.
3.
4.
5.
Accountability Partner: Contact Information:
Next Steps
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Resources
Whitepapers & Best Practices Brief
 Strategic Mobile Trends for
Associations in 2014 and Beyond
 Associations’ Response to 2014
Mobile Readiness Survey
 How to Promote and Offer an
Effective App
 If Events Could Talk: 10 Strategies
for Fueling a Powerful Voice
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Contact Information
Kim Harwood
President
kim@resultsathand.com
248.318.6467
Aaron D. Wolowiec
MSA, CAE, CMP, CTA
The Meetings Coach
aaron@eventgarde.com
616.710.1891
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