technology as a strategic asset: association technology trends, innovation and transformation

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Meet the Presenters

Tom Lehman Vivian Swertinski Andy Steggles

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© Lehman Associations, LLC 2016

Lehman Associates, LLC

• Associations and Supplier Companies

• Strategy consulting for technology and marketing

• Customer Satisfaction, Market & Member Research

• The Lehman Reports™ industry research series

• Founded 1992, Alexandria, VA

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AMS Use and Satisfaction 2006-2016

AMS International: CA, AU, UK 2010,13,16

Association Technology Study 2011-15

Donor Management Systems, 2013-2016In collaboration with NTEN

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Evolving Role of Technology

Technology Introduction

Technology as Tools

Technology as Strategy

Investment

Investment

Cost CenterLinear

Exponential

ROI Potential

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Changing Technology Proposition

Time

Value

Today

Transformation

ProductivityImprovement

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Enterprise software used to be

about making ex isting work

more efficient. Now , the

opportunity for software is to

transform the work itself.

Aaron Levie, CEO , Box cloud computing

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By 2017, the CMO w ill spend

more on technology than the CIO

Gartner

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Technology as Strategy Models

Tech as Enabler

Tech as Substitution

Tech as Disruptor

Tech Bi-products

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ContentWebsite

CommunicationEmail

CollaborationSocial

Content Defined by Topic and Role Rather Than by Channel

Highest growth and most effective models are in the overlaps

Circle of Engagement

Digital Assets Strategy Plan

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A Greater Focus on Outcomes

Member Database

CRM Toolset Engagement

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Intelligence is the new Rock and Roll

Audi Advertising Campaign

Data is a Rock StarVeritas

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Text from your doctor

go to the ERNOW!

Internet of ThingsAnd Big Data

25-50 Billion devices by 2020

High-volume, continuous streams, global nervous system

Business, personal, public sources

Advanced analytics and predictive analysis – greater insight

Drive personalization

Enhance policy, advocacy, cause

Most organizations lack expertise

Signal to Noise challenges

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A Global Nervous System

• Billions of bits of data• Streams of human and

machine data – 70x Library of Congress daily

• Health, environment, energy, financial –endless list

• Mashup overlays multiply data value

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A Greater Focus on Prediction

Basic Historical Reporting

Advanced Reporting

Multi-variable

Predictive Analytics

Looking Back Looking Forward

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Ten years from now , when we look back

at how this era of big data evolved …

We w ill be stunned at how uninformed

we used to be when we made decisions

Billy Bosworth, CEO , DataStax

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360° View

Website activity

Events registration

Community actions

Email response

Advocacy participation

eLearning / Certification

Member Demographics

Member / DonorRecord

AMS remains the hub for most associations

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Technology Complexity

Lehman Reports Technology Study, 2015

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And new models

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Integration Challenge

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Success Factors

• Strategy orientation

• Technology and marketing leadership

• Technology Strategy Plan

• Application and data integration

• Effective measures of ROI, use of metrics

• Business, analysis, and communications skills of IT staff

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Importance of Strategy

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Leadership Challenge

Percentage with position

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Evolving Role of Technology

Technology Introduction

Technology as Tools

Technology as Strategy

Investment

Investment

Cost CenterLinear

Exponential

ROI Potential

Improvement

Transformation

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Marketing SophisticationMade Simple

Vivian Swertinski, Senior Digital Marketing Strategist

Transformational Trend – Marketing Automation

• Technology

• Strategy

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Technology • Integrated Systems

• Precise Targeting

• Automated Campaign

• Marketing Analytics

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Integrated systems – Precise targeting

Forms Email Online Community

Transactions Database Browse

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Precise TargetingHigh Value Prospect /Membership Page

Member / Educational Courses

Incomplete Transaction

Opened email / No conversion

Lapsed Member / Online Community

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Automated Lifecycle CampaignsProspect Marketing

New Member Onboarding

Nurture Campaign

Membership Renewals

Event Campaigns

Annual Appeal

Lapsed Member

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Data Driven Content Strategy

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18.2%

63.4%

Open Rate

New Member Onboarding Campaign

Before Marketing Automation

After Marketing Automation

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How do you measure ROI?

Source: 2015 Lehman Reports™ Association Technology study

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Marketing Analytics

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• Cloud-based Engagement Platforms for:– Online Communities– Volunteer Management– Component Management

• Founded: December 2007• 90+ Staff• 640 Clients - >600 Associations• 33.5M “Members”

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Common Methods of Engagement

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Where to Start: Journey Mapping

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Top 10 Member Journeys

• New Member Onboarding• First Year (after onboarding)• Annual Conference• Net Promoter – Satisfaction• Education (Workshops,

Webinars etc)

• Certification• Mentoring• Volunteerism• Renewal• Engagement

(Best Answer, Recommending, Thanking…)

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EngagementCycle

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Automated Outreach

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Started Thread in

Last 5 DaysFewer than 1000

Contributor Points

Not Received “Keep the Conversation

Going B” within 90 days

X

Right Message, Right Person, Right Time

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QUESTIONS?ASAE Case Study

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ASAE’s MEAT: Results after 6 Months:1829 Participants (A/B Tested)

Engagement Type A Segment B Segment% Increase (using automation)

No Automation With AutomationAgreed to Terms 226 325 44%Profile Photo 131 245 87%Profile Bio 16 23 44%Joined Community 730 907 24%Friends Made 17 536 3053%Mobile App 29 38 31%

Likely to Recommend…Photo? NPS

No Photo 19.2

Photo Only 36.9

Photo and Bio 41.0

Login Total NPS0 17.11-2 26.13-4 36.75+ 41.2

Members who are active within Collaborate are 30% more likely to recommend ASAE.

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Likely to Spend…

Amount Non-Collaborate Collaborate

≤ $600 45.5% 12.9%

$600-$1600 18.5% 15.2%

$1600-$3000 13.9% 15.2%

> $3000 22.1% 56.7%

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TRADITIONAL vs.

TASK/OUTCOME

Volunteerism.Act of Engagement | Social Learning| Community

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60% of Volunteers Prefer Task/Micro

Source: Decision To Volunteer, ASAE

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ASAE Top 100https://collaborate.asaecenter.org/top100

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https://collaborate.asaecenter.org/top100

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Benchmarking Data

• 2015 Community Benchmark Report:www.higherlogic.com/benchmarkreport

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http://www.higherlogic.com/benchmarkreport

Thank You!

Tom Lehmanwww.lehmanreports.com

[email protected]

Vivian Swertinskiwww.informz.com

[email protected]

Andy Steggleswww.higherlogic.com

[email protected]

#AssnTechTrends

http://www.lehmanreports.com/

mailto:[email protected]

http://www.informz.com/


http://www.higherlogic.com/
