© Lehman Associations, LLC 2015 Technology as a Strategic Asset Key Trends and Implications Tom Lehman Lehman Associates, LLC Lehman Reports Association

© Lehman Associations, LLC 2015

Technology as a Strategic

Asset

Key Trends and Implications

Tom LehmanLehman Associates, LLC

Lehman Reports

Association TRENDS Live

September, 2015


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


AMS Use and Satisfaction 2006-2015

AMS International: CA, AU, UK 2010, 2013

Association Technology Study 2011-15

Donor Management Systems, 2013-2015

In collaboration with NTEN


Evolving Role of Technology

Technology Introductio

n

Technology as Tools

Technology as

Strategy

Investment

Investment

Cost CenterLinear

Exponential

ROI Potential


Adoption Curve

Time

Market Adoption

Early Adopters

Early and LateMajorities

Laggards

Disruptive products

New models

Adoption Curve Series


Changing Technology Proposition

Time

Value

Today

Transformation

Adoption

Improvement &

Refinement


Evolving Role of Technology

Technology Introductio

n

Technology as Tools

Technology as

Strategy

Investment

Investment

Cost CenterLinear

Exponential

ROI Potential

Improvement

Transformation


Enterprise software used to

be about making existing

work more efficient. Now,

the opportunity for

software is to transform

the work itself. Aaron Levie, CEO , Box cloud computing


A Greater Focus on Outcomes

Member Database

CRM Toolset

Engagement


ContentWebsite

Communication

Email

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


Mobile as Market Context

Not just another channel of access

Situational segmentation


A message from your thermostat

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 nonprofits lack expertise

Signal to Noise challenges


Ten years from now, when we look

back at how this era of big data

evolved …

We will be stunned at how

uninformed we used to be when we

made decisions

Billy Bosworth, CEO , DataStax


Inbound Marketing and Marketing Automation

Marketing automation enables associations to

reach members with tailored content and

communications based on characteristics,

activities, behavior, and interests


Technology ComplexityThird-party Services Adoption

Lehman Reports Technology Study, 2014


360 Member View

Website activity

Events registration

Community actions

Email response

Advocacy participation

eLearning / Certification

Member demographics

AMS Member Record

AMS remains the hub for most associations


Integration Challenge


Move to Cloud-based Solutions

Also represents a move to subscription-based pricing / pay as you go models with included / continuous upgrades


Issues and Changing Roles

• Who is responsible for marketing? For marketing technology expenses and decisions?

• Expertise to create and execute advanced marketing strategies and technology

• IT role shifting to being a resource to help the association to gain value from technology

• Senior management roles in both marketing and technology to incorporate both in strategy planning and policy


Technology Leadership Challenge


Getting started

1. Embrace Technology as Strategy

2. Develop an IT Strategy Plan – aligning technology with mission and goals

3. Use automation to increase value and effectiveness, not just task efficiency

4. Contract for or hire executive-level technology and marketing expertise


Questions and Discussion

Tom Lehman

President

Lehman Associates, LLC / Lehman Reports

Alexandria, VA

703-373-7550

[email protected]

www.LehmanConsulting.comwww.LehmanReports.comJoin our email newsletter list

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Documents

© Lehman Associations, LLC 2015 Technology as a Strategic Asset Key Trends and Implications Tom Lehman Lehman Associates, LLC Lehman Reports Association