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Technology
Strategies for
Transforming Today's
Association to
Engage Tomorrow's
Members
Today's Agenda
Digital Disruption
We're in a digital economy and in a
digital economy, IT is the foundation for
doing business.
In many cases, these technologies are
disruptive, completely changing the
dynamics of an industry, and in some
cases creating new industries.
Change at this level requires
everyone's attention!!
Today's Agenda
Digital Disruption
Today, your customers
assess the value of
your services based in
part on your ability to
integrate into their
digital world.
Today's Agenda
Digital Disruption
Today, your customers
assess the value of
your services based in
part on your ability to
integrate into their
digital world.
Stopped at Starbucks
for Coffee...
...boarded the plan at DCA...
...while at the airport, bought a
bite to eat...
My Digital World
What's really shaping
your members
expectations?
It's probably not what
you think!
We are now in the age of the
customer, with buyers using
technology to gain control
over institutions. That power
flows from customers’
newfound ability to
seamlessly price, critique,
and direct their purchases.
George Colony, CEO
Forester
...integrate into their digital world
IT focused on
internal systems
and building
systems that
"manage" the
customer
relationships
IT focused on the
"customer experience"
and building systems
that allow the
customer to "manage"
the relationship and
customer journey!
...integrate into their digital world
In the battle between today
and tomorrow,
today will win every time
unless the organization
consciously, strategically
decides to extend a helping
hand to tomorrow.
"When it comes to digital, we are at a pivot
point. Digitizing your business isn’t about
technology: it’s about member/customer
obsession - and in 2016, it will be among
your ten critical business success factors
helping position your association for success
in the Age of the Customer."
It's about your member/customers
journey. It's about understanding
their "moments of need" in that
journey. It's about being present at
the moment of need.
The realignment of, or new investment in,
technology and business models to more
effectively engage digital customers at
every touchpoint in the customer experience
lifecycle.
Brian Solis
The Altimeter Group
Digital Transformation
Which technologies can
be the most useful in
transforming today's
association?
Increasingly, this is where
your customer's journey
begins and ends!
MobileMobile! First!
You need to understand
everything about your customers
needs, journey, satisfaction,etc.
It's not the data, it's the signals
in the data.
Mobile
Data Analytics
Data Analytics
Mobile! First!
Mobile
Data Analytics
Data Analytics
Mobile! First!
World Class APIs
Your AMS is still important.
Your ability to seamlessly
connect it with other tools in
your "ecosystem" is critical.
World Class APIs
Today's member is:
MOBILE
SAVVY
CONNECTED
We all have a "mobile/digital reflex"
Whatever we need, whenever we need it, we expect it here!
It's the first thing we turn to when we want to know something,
communicate something, and increasingly, buy something.
Mobile Rules!
Apps Rule!
121% in
2014
49% in
2014
30% in
2014
89% in
2014
103% in
2014
174% in
2014
More and more consumers, especially teens
and college students are using their
smartphones, phablets and tablets as their
primary computing device and their sole
device to access email and other
productivity apps, like Google Docs, Quip,
Slack and the Microsoft productivity suite.
When someone picks up their mobile device, chances
are they want to learn, do, find, or buy something right
now.
Whether in the form of searches, app interactions,
mobile site visits, or even YouTube video views, these
micro-moments happen constantly.
When someone picks
up their mobile
device, chances are
they want to learn,
do, find, or buy
something right now.
Whether in the form
of searches, app
interactions, mobile
site visits, or even
YouTube video views,
these micro-moments
happen constantly.
moments of need...
Research from
moments of need...
These micro-moments are critical touchpoints within today’s consumer journey,
and when added together, they ultimately determine how that journey ends.
Mobile devices give us the
unique opportunity to be
"Present at the Moment of
Need!"
moments of need...
These micro-moments are critical touchpoints within today’s consumer journey,
and when added together, they ultimately determine how that journey ends.
Deliver context appropriate messaging:
This cannot be overstated. Create ads and
content that provide custom solutions and
answers for the questions people ask. No
one wants to look at or hear conventional,
generic advertising on their smartphones.
Or, put another
way, don’t make
smartphones
dumb.
moments of need...
These micro-moments are critical touchpoints within today’s consumer journey,
and when added together, they ultimately determine how that journey ends.
Identify your target audiences’ moments.
Understand the why, the where and the
how of a audience's search for
information. And don’t overlook the why
not.
Increasingly, the "customer
journey' begins on mobile
devices, smartphones in
particular
moments of need...
These micro-moments are critical touchpoints within today’s consumer journey,
and when added together, they ultimately determine how that journey ends.
Make purchasing easy:
Make the transition from research to
purchase seamless. Give the consumer
multiple ways to buy.
How long before the
association customer
journey ends like this?
Not very long!
moments of need...
These micro-moments are critical touchpoints within today’s consumer journey,
and when added together, they ultimately determine how that journey ends.
Measure every moment that matters
It’s no longer enough to simply measure the online conversion.
With the mobile fragmented path to purchase advertisers need to see results
online, across devices, in apps....Audit your current efforts then test and iterate
using new approaches, KPIs and methodologies.
moments of need...
These micro-moments are critical touchpoints within today’s consumer journey,
and when added together, they ultimately determine how that journey ends.
Increasingly, the "customer
journey' begins on mobile
devices, smartphones in
particular.
How long before the journey
ends like this? Not very long!
• THINK MOBILE FIRST!
• Your current website and its structure
are not useful on a mobile device.
Responsive design is a must, but it's
just the cost of entry. Rethink your
offerings in the "mobile context".
• When designing the mobile
experience, think task not brand.
Think convenience store, not
supermarket.
• Understand your audiences "mobile
moments" in each stage of the
consumer journey.
• Mobile devices give us the unique
opportunity to be "Present at the
Moment of Need!"
So what should I be doing?
Develop a
Mobile Mindset!
Data Analytics
Don't Guess...KNOW!
Analytics is the discovery and communication
of meaningful patterns in data (corporate,
product, channel, and customer).It’s not the
data but the signals in and across data!
oMultiple versions of the “truth”
o Takes days to prepare board reports
oCan’t get answers to new questions quickly
oDon’t know where all the data is
oWonder what you should STOP doing
o Asking the same questions=same result
Why Data Analytics? Sound familiar?
From Hindsight to Foresight
Hindsight - understanding of a situation or
event only after it has happened or
developed.
Insight - the capacity to gain an accurate
and deep intuitive understanding of a person
or thing.
Foresight - the ability to predict or the
action of predicting what will happen or be
needed in the future.
Evolving analytics from descriptive to prescriptive also drives
effectiveness and enables smart decisions through an insight-driven, fast,
iterative and experimental enterprise.
Beware of Digital Blind
Spots...those channels
or activities that you
don't measure that tell
you more about the
customer journey.
BIG DATA comes
from an increasing
number of places
activities and
channels
What's really shaping
your members'
expectations?
IT folks need to
know this!
are you ready for...
RETHINK STUFF
mobile proximity platforms
location awareness
Proximity service platforms utilize a combination of mobile
wireless technologies to detect the presence of visitors and the
mobile devices they carry.
These platforms allow you
to provide location based
services and messaging.
Introducing Beacons
Introducing Beacons
Introducing Beacons!!
The newest phones all have beacon
aware features built in!
Mobile Application Proximity Platforms
How They Work
Mobile Application Proximity Platforms
How They Work
Exhibit Hall Heat Map
Specific
Exhibitor
Report
Best in Show!
World Class APIs
What are APIs?
In the simplest terms, APIs are
sets of requirements that
govern how one application
can talk to another.
On the Web, APIs make it
possible for big services like
Google Maps or Facebook to
let other apps "piggyback" on
their offerings.
What about associations?
AMS
Data
Website
Data
Meetings
Data
CMS
Data
The Current State of Association Data
The majority of mobile application developers are
struggling with both developing application
programming interfaces and the arcane backend
services those APIs need to invoke, according to the
findings of a new survey of 5,778 developers
conducted by IDC
The realignment of, or new investment in,
technology and business models to more
effectively engage digital customers at
every "moment of need" in the customer
experience lifecycle.
Brian Solis
The Altimeter Group
Digital Transformation
me and
In the API economy, application programming
interfaces (APIs) act as the digital glue that
links services, applications and systems.
This allows businesses to make the most of
their data to create compelling customer
experiences and open new revenue channels.
....but what if we look beyond using
APIs to just connect systems???
....why can't we use APIs to drive
innovation...from the inside out...
....to create new tools, products, or
services for staff and/or members?
My AMS System
I need to make toast.....
or
Mobile Appliances
Mobile Point
of Sale
Mobile
Member
Lookup
My AMS System
Mobile Travel Companion
Mobile Fundraiser
Mobile Custom Content Delivery
Mobile Appliances
My AMS System
Closing Thoughts1. Digital Transformation isn’t about technology: it’s about
customer obsession. It's about your member/customers
journey. It's about understanding their "moments of need" in
that journey.
2. Increasingly, mobile is where your customer's journey begins and
ends! Mobile allows us to be "present at the moment of need."
3. Data analytics allows us to discover and communicate
meaningful patterns in data. Remember, it's not the data but
the patterns, the signals in and across data that's critical.
4. APIs allow us to share data and functionality across our digital
"ecosystems". This give us the ability to create new customer
value and experiences.
5. Thank you!!
