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Technology Trends in Associations

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Technology Trends in Associations

  1. 1. Welcome! • Questions during the presentation? Send them through the chat box. • Recording will be sent to all registrants • Use #AssnTechTrends on Twitter
  2. 2. Meet the Presenters Tom Lehman Lori Ely Rob Kaighn Frank Klassen
  3. 3. © 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
  4. 4. © Lehman Associations, LLC 2015 • AMS Use and Satisfaction 2006-2014 • AMS International: CA, AU, UK 2010, 2013 • Association Technology Study 2011-14 • Donor Management Systems, NTEN, 2013-14 • Snapshot Surveys and Special Studies
  5. 5. © Lehman Associations, LLC 2015 Evolving Role of Technology Technology Introduction Technology as Toolset Technology as Strategy™ Investment Investment Cost Center Linear Exponential ROI Potential
  6. 6. © Lehman Associations, LLC 2015 Interlocking Content Marketing Highest growth and most effective models are in the overlaps Both internal and external perspective
  7. 7. © Lehman Associations, LLC 2015 A Greater Focus on Outcomes Member Database CRM Toolset Engagement
  8. 8. © Lehman Associations, LLC 2015 Third-Party Applications
  9. 9. © Lehman Associations, LLC 2015 Website Redesign Cycles
  10. 10. © Lehman Associations, LLC 2015 360° Member View
  11. 11. © Lehman Associations, LLC 2015 Integration Challenge
  12. 12. © Lehman Associations, LLC 2015 Move to Cloud-based Solutions
  13. 13. © 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
  14. 14. © 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
  15. 15. © Lehman Associations, LLC 2015 Technology Leadership Challenge
  16. 16. © Lehman Associations, LLC 2015 In-house Expertise Challenge
  17. 17. © Lehman Associations, LLC 2015 Content and Inbound Marketing Highest growth and most effective models are in the overlaps
  18. 18. Informz = Opportunity Results-driven digital marketing solutions for associations and nonprofits Lori Ely, Director of Marketing
  19. 19. Circle of Engagement… Today: • 80% of associations using an email service today • Significant number of organizations using more than one service • Batch and blast, simple email triggering Trend: • Integrated marketing technology • Behavior-based automated email campaigns • Strategy behind technology
  20. 20. What is marketing automation? Technology that streamlines and automates marketing tasks in order to be more efficient and more effective. AKA: Marketing like Amazon – personalized & timely
  21. 21. Marketing Automation for Associations Source: 2014 Lehman Reports™ Association Technology study
  22. 22. Marketing Automation for Associations Source: 2014 Lehman Reports™ Association Technology study
  23. 23. Benefits of Marketing Automation Marketing Automation Nurture Relationships Align Teams Integrated Systems Increased Efficiency Measure Effectiveness
  24. 24. Uses of Marketing Automation Source: 2014 Lehman Reports™ Association Technology study
  25. 25. © Lehman Associations, LLC 2015 Content and Inbound Marketing Highest growth and most effective models are in the overlaps
  26. 26. Higher Logic The Leading Enterprise Community Platform for Associations Rob Kaighn- Director of Partnerships
  27. 27. 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
  28. 28. 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
  29. 29. Why? • It’s all about Engagement • Engagement with peers is why people join • Lack of engagement is why they leave • Engaged members are promoters
  30. 30. Membership Growth 7000 8000 9000 10000 11000 12000 13000 14000
  31. 31. Community Functions Use • Results from Lehman 2014 Technology Study • Discussions, Library, Profiles • Engagement Scoring not used • AMS Integration is Key • Not just pulling data • Write back engagement • Engagement Data • Scores • Actionable Business Intelligence
  32. 32. © Lehman Associations, LLC 2015 Content and Inbound Marketing Highest growth and most effective models are in the overlaps
  33. 33. Brightfind Formerly the Web Technology Division of Syscom Services A specialized digital design and web development agency Creating web sites for member-based organizations for 18 years Specialize in organizations with deep, rich, complex content Design, User Experience, Web Strategy, Development, CMS Implementation, Integration, Experience Insight Sitecore, Ektron, EPiServer
  34. 34. Increases Discovery time and effort • Mobile first thinking • Wireframe the experience for desktop, tablet, and smartphone (and more!) • Device-specific Analytics Responsive Design ❶ ❷ Increases Front-End (FE) development costs • Increases QA time • Doubled our FE staff Responsive AND Adaptive • Context • Targeting • UX – not just the device Default development pattern • Bootstrap • This too will change • Google will add a “mobile-friendly” ranking factor on April 21st ❸ ❹
  35. 35. Focus on UX – User Experience “If you have no intuitive sense of design, then call yourself an ‘information architect’ and only use Helvetica.” - David Carson
  36. 36. Search – its different for Mobil • Mobile results must be faster • Fewer facets • Fewer results? (paging is harder) • “Best Bets” is even more important Focus on UX - User Experience ❶ ❷ Focus on Micro Interactions • How did that button make you feel? Cross-over of creative and technical • Creative design HAS to think about the user’s interaction, not just the visual Shifting effort from back-end to front-end • BE – used to be 2/3 of the project effort • FE – used to be less than ¼ of the project effort • FE – is now at least ½ of the project effort • BE – is now less than 1/3 of the project effort ❸ ❹
  37. 37. Content Marketing and Marketing Automation “Great Content is the best sales tool in the world.” - Marcus Sheridan “Marketing technology budgets will surpass IT technology budgets in 2017” - The Future of Digital Marketing, MONDO
  38. 38. Testing for Results • What REALLY works • A/B and Multi-variant testing Content Marketing and Marketing Automation ❶ ❷ Marketing Analytics • Data driven approach to decision-making • Is your message being heard? • Do your products sell on the web? • Most effective way to sell on the web? Inbound Marketing • Email integration • Landing pages • Integrated Analytics • Integrated with CRM/AMS Digital Experience Marketing • No more CMS, just DMS, DEM • Marketing to the Persona • Marketing to the Individual (Beware!) ❸ ❹
  39. 39. Systems Integration “Where’s my jetpack?” - Frank Klassen
  40. 40. Others • Job Boards • Learning Management Systems • Advanced Meeting Registration Systems Integration ❶ ❷ Marketing Automation • Email Marketing • Inbound and Targeting • Contextual and Individual Social Integration • Authentication • Content • Search CRM/AMS • Why aren’t we here yet (jetpack/Cronkite) • Trend away from AMS as the transactional hub • Connectors are essential ❸ ❹
  41. 41. Continuous Improvement “Excellent firms don't believe in excellence – only in constant improvement and constant change.” - Tom Peters
  42. 42. Lack of Continuous Improvement • Technology changes fast • People don’t realize what works/doesn’t work until they use it • Expectations are constantly changing • Lack of in-house expertise Continuous Improvement ❶ ❷ Enter the valley of disenchantment • Within 6-12 months • Despair for the last 1-2 years • Why does this occur? Everyone is happy at launch • Organization customers • Organization team • Development partner • Software provider Redesign Cycle is a broken paradigm • Associations redesign (rebuild!) every 3-4 years • New technologies, new partners ❸ ❹
  43. 43. Continuous Improvement Your organization must be willing to not only keep the content up-to-date, but also the User Experience up-to-date. If you consistently test, change, analyze – you will have happy customers throughout the redesign cycle, and your website investment (software, infrastructure, implementation) will last much longer.
  44. 44. Thank You! Tom Lehman www.lehmanreports.com tom@lehmanconsulting.com 703.373.7550 Lori Ely www.informz.com ely@informz.com 888.371.31842 Rob Kaighn www.higherlogic.com rkaighn@higherlogic.com 866.670.1402 Frank Klassen www.brightfind.com frank@brightfind.com 301.768-1800

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