Presentation to Association Executives of North Carolina

1. Four Technology Trends Every Association Must Be Aware Of AENC Luncheon Meeting and Technology ShowcasePinehurst ResortFriday, April 16, 2010

2. Reginald J. Henry, CAE (Reggie) Chief Technology Officer Phone: (202) 326-9547 Email: reggie@asaecenter.org Web Site: http://www.asaecenter.org

3. What We’ll Cover Today Social Media explosion and the continued evolution in how the world communicates Rise in mobile apps and location based services The increased demand for personalization in all aspects of life Many generations in the workplace and the effect on technology adoption

4. Social Media Explosion Yikes! More new technology tools to do my job! That’s just what I need! I wonder if they are just the latest…

5. Slide 5

6. Social Media Explosion This is soooo not about technology!

7. Social Media Explosion Social media tools are becomingmainstream…individuals want to be involved in the co-creation, dissemination, and endorsement of information…

8. Social Media Explosion

9. Social Media Explosion If Facebook were a country it would be the world’s 4th largest … between the United States and Indonesia (note that Facebook is now creeping up – recently announced 300 million users)

11. 50% of active users log on to Facebook in any given day

12. More than 35 million users update their status each day

13. More than 55 million status updates posted each day

14. More than 2.5 billion photos uploaded to the site each month

15. More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week

16. More than 3.5 million events created each month

17. More than 1.6 million active Pages on Facebook

18. More than 700,000 local businesses have active Pages on Facebook

20. Social Media Explosion Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen

21. Social Media Explosion This isn’t just gossip about high school days…

22. It’s About Business…. 25% of search results for the World’s Top 20 largest brands are links to user-generated content 34% of bloggers post opinions about products & brands People care more about how their social graph ranks products and services than how Google ranks them 78% of consumers trust peer recommendations Only 14% trust advertisements

23. It’s About Education ….. 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction 1 in 6 higher education students are enrolled in online curriculum

25. Associations must overcome the “digital divide” that’s created because of varying levels of experience, fluidity, and interest in emerging social web tools and services

26. Social media tools offers the potential for associations to create new products and services born out of engagement

28. Social media won’t hide a poor product

29. Social media is not free

30. Social media is not your website

31. Social media is not new anymore

33. What Social Media is NOT! Social media isn't about ROI (to some extent). If your goal is strictly to make money, you are not going to last to long. Social media is about VOI (Value of investment). Social media is about the conversation. You can’t put a price tag on conversation. Instead, you should be measuring the success of the conversations. Currency in social media is valued in the content that is created along with relationships. The VOI is measuring value of the conversations. How many comments were left? Were they positive? How much buzz is happening on Twitter? How many back-links were generated in the search engines? What bloggers/blogs are talking about us? Did we build brand awareness, create and build customer loyalty? VOI is always measured for the long term and never short term. Mike Fruchter of MichaelFruchter.com

34. Rise in mobile apps and location based services At the start of 2008, there were over 3.2 BILLION mobile phones in circulation… ….that means more mobile phones than laptops, TVs, even credit cards! Global sales of “smartphones” now outstrip sales of laptops!

35. The Increasing Importance of Mobile Devices – for work

36. The Increasing Importance of Mobile Devices – for life

38. Could enable personalization of event attendance

40. Implications for Associations LBS – could enable connecting members to other members based on current (or selected) location

41. 26 Speaking of Mobile, what about this iPad thing?

42. 27 What If ……. …our members had A way to communicate with our organization?

43. What If ……. Imagine YOUR bookstore at your members fingertips!

44. 29 What If ……. Imagine YOUR newsletter, magazine, event program guide, etc. (you get the picture) available instantly to your members….on one platform….all the time!

45. Imagine YOUR membership directory in your members hands – all the time!

46. 31 What would YOU put here?

49. With the growing range of alternative providers of content, meetings, and networking, members could increasingly demand true personalization

50. A fundamental rethinking of internal structures, budgeting, funding sources and delivery models is most likely going to be required

51. May require collaboration with yet to be determined “partners”.

53. Technology is a critical source of intergenerational tension – younger generations more readily adopt and embrace new technologies

54. Millennials (digital natives) more likely to embrace collaboration and productivity tools, more transparent and willing to engage in “social” technologies

56. Greater pressure on organizations to support an increasingly wide range of communication and engagement approaches and tools

57. The cost of developing multiple technology delivery platforms may be prohibitive and may require collaboration with yet to be determined “partners”