Aaron Wolowiec, MSA, CAE, CMP, CTA and Kim Harwood delivered this presentation during the ESSAE Annual Conference & Exposition on Thursday, June 4, 2015, at the Saratoga Hilton in Saratoga Springs, NY.

1. +
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

2. +
Facilitator Introductions
2
Kim Harwood Aaron Wolowiec

3. +
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. +
Learning Road Map
 ROI vs. ROL
 Technology trends
 Engagement measurements
 Best practices
 Wrap-up
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5. +
Education Equation
Education Engagement Loyalty Retention Return
5

6. +
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

7. +
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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8. +
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

9. +
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

10. +
Technology Trends
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11. +
Technology Trends
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Average consumer has
digital devices!
0%
20%
40%
60%
80%
100%
18-29 30-49 50-64 65+
Cell Phone Owners by AgeHours ON Mobile by Age
10%

12. +
Technology Trends
The difference a decade makes!
2005 2015
Samsung Galaxy S6
• 16MP
• 2988 x 5312 pixels
• Optical image
stabilization
Nokia N90
• 2MP
• 1600 x 1200 pixels
• 8x digital zoom

13. +
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

14. +
Engagement Measurement
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Mission:
Promote quality
Represent specialty
and interest
Advocacy
EducationLeadership
Development
• Extend Engagement
• Portability/Usability
• Response to Member
Feedback: Image
Gallery
• Practice Tests
Goals  Engage  Measure  Change

15. +
Engagement Measurement
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 Who uses the app
 How often
 What is studied
 How long
 How test scores compare
Metrics tell a story about
your member’s engagement
experience!
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

16. +
Engagement Measurement
Ohio ACEP Board Review
eBook
 Book sales
 App study frequency
 Practice test results
 Feedback
 Study duration
 Top content
 Survey
 CME awarded
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interaction
rate/scores
Goals Engage Measure Change
Share your Value!
Study our book for as little as 15
minutes everyday to pass the
Board.
Students who scored 80% or
better on the practice test set
passed the Board.
Stats are for illustrational purposed and not representative of OHACEP.

17. +
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

18. +
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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19. +
Value Proposition
An innovation, service or
feature intended to make a
company or product attractive
to customers through
effective marketing.
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20. +
Value Proposition
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21. +
Effective Marketing
Branding
Differentiation
Value
proposition
Voice
Brevity
Channels
Testimonials
Images
Sample content
Volunteers
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22. +
Action Item Resource(s) Completion Date
1.
2.
3.
4.
5.
Accountability Partner: Contact Information:
Next Steps
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23. +
Are you Ready for Mobile?
Find out in less than 10 minutes!
 Visit the link: bit.ly/1PU0FKo
 Answer the set of 16 questions
 Receive your mobile readiness
score and personalized
resources
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24. +
Resources
 Strategic Mobile Trends for
Associations in 2015 and Beyond
 If Events Could Talk: 10 Strategies
for Fueling a Powerful Voice
 How to Define the Best Conference
App
 Mobile App Best Practices Brief
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25. +
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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