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Welcome!
• Questions during the presentation? Send them through the chat box.
• Recording will be sent to all registrants
• Use #AssnTechTrends on Twitter
Meet the Presenters
Tom Lehman Lori Ely Rob Kaighn Frank Klassen
© 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
© 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
© Lehman Associations, LLC 2015
Evolving Role of Technology
Technology Introduction
Technology as Toolset
Technology as
Strategy™
Investment
Investment
Cost CenterLinear
Exponential
ROI Potential
© Lehman Associations, LLC 2015
Interlocking Content Marketing
Highest growth and most effective models are in the overlaps
Both internal and external perspective
© Lehman Associations, LLC 2015
A Greater Focus on Outcomes
Member Database
CRM Toolset Engagement
© Lehman Associations, LLC 2015
Third-Party Applications
© Lehman Associations, LLC 2015
Website Redesign Cycles
© Lehman Associations, LLC 2015
360° Member View
© Lehman Associations, LLC 2015
Integration Challenge
© Lehman Associations, LLC 2015
Move to Cloud-based Solutions
© 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
© 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
© Lehman Associations, LLC 2015
Technology Leadership Challenge
© Lehman Associations, LLC 2015
In-house Expertise Challenge
© Lehman Associations, LLC 2015
Content and Inbound Marketing
Highest growth and most effective models are in the overlaps
Informz =Opportunity
Results-driven digital marketing solutions for associations and nonprofits
Lori Ely, Director of Marketing
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
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
Marketing Automation for Associations
Source: 2014 Lehman Reports™ Association Technology study
Marketing Automation for Associations
Source: 2014 Lehman Reports™ Association Technology study
Benefits of Marketing Automation
Marketing Automation
Nurture Relationships
Align Teams
Integrated Systems
Increased Efficiency
Measure Effectiveness
Uses of Marketing Automation
Source: 2014 Lehman Reports™ Association Technology study
© Lehman Associations, LLC 2015
Content and Inbound Marketing
Highest growth and most effective models are in the overlaps
Higher LogicThe Leading Enterprise Community Platform for Associations
Rob Kaighn- Director of Partnerships
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
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
Why?
• It’s all about Engagement
• Engagement with peers is why people join
• Lack of engagement is why they leave
• Engaged members are promoters
Membership Growth
7000
8000
9000
10000
11000
12000
13000
14000
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
© Lehman Associations, LLC 2015
Content and Inbound Marketing
Highest growth and most effective models are in the overlaps
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
Increases Discovery time and effort• Mobile first thinking• Wireframe the experience for desktop,
tablet, and smartphone (and more!)• Device-specific Analytics
Responsive Design
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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
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Focus on UX – User Experience
“If you have no intuitive senseof design, then call yourself an‘information architect’ and onlyuse Helvetica.”
- David Carson
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
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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
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Content Marketing and Marketing Automation
“Great Content is the best salestool in the world.”
- Marcus Sheridan
“Marketing technology budgets will surpass ITtechnology budgets in 2017”
- The Future of Digital Marketing, MONDO
Testing for Results• What REALLY works• A/B and Multi-variant testing
Content Marketing and Marketing Automation
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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!)
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Systems Integration
“Where’s my jetpack?”- Frank Klassen
Others• Job Boards• Learning Management Systems• Advanced Meeting Registration
Systems Integration
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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
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Continuous Improvement
“Excellent firms don't believe inexcellence – only in constantimprovement and constantchange.”
- Tom Peters
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
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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
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Continuous ImprovementYour 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.
Thank You!
Tom Lehmanwww.lehmanreports.com
Lori [email protected]
888.371.31842
Rob Kaighnwww.higherlogic.com
Frank Klassenwww.brightfind.com