it's all about integration - using your ams to power community engagement
TRANSCRIPT
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It’s All About IntegrationUsing Your AMS to Power Community Engagement
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© Lehman Associations, LLC 2015
WelcomeToday’s Panel
Tom LehmanRob KaighnShaun Holloway Lauren Patrick
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About MemberSuite• Association Management Software (AMS) • Designed specifically for mid-market professional &
trade associations• Software-as-a-Service (SaaS) • 20+ modules for Membership, Events, Dues & more
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Real-time data on engagement
Recruitment & Retention
Automated Self-Service via SSO
Streamlined Efficiency
It’s 2015 – The Modern Association is Evolving
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© Lehman Associations, LLC 2015
Agenda
• The Evolving Role of Technology – Tom Lehman• How Associations Use Communities – Rob Kaighn• Case Study on Integrating Platforms – Shaun Holloway• Q & A
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Got Questions?Use the Question Tool in Your Webinar Dashboard
Slides & recording will be sent following the webinar
Keep up with us on Twitter
@MemberSuite
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© 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
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© Lehman Associations, LLC 2015
• AMS Use and Satisfaction 2006-2015
• AMS International: CA, AU, UK 2010, 2013
• Association Technology Study 2011-14
• Donor Management Systems, NTEN, 2013-14
• Snapshot Surveys and Special Studies
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© Lehman Associations, LLC 2015
Evolving Role of Technology
Technology Introductio
n
Technology as
Toolset
Technology as
Strategy™
Investment
Investment
Cost CenterLinear
Exponential
ROI Potential
Improvement
Transformation
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ContentWebsite
Communication
CollaborationSocial
Content and Inbound Marketing
Highest growth and most effective models are in the overlapsCircle of
Engagement
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A Greater Focus on Outcomes
Member Database
CRM Toolset
Engagement
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Extending the AMSThird-Party Applications
Advanced reporting / BI
Exhibits management
Private Communities
Online voting
eLearning
Advanced meeting registration
Tech support services
Job boards
Mobile app
Email marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Current Use
Projected Increase
Percentage of associations $2M+ Budgets
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360 Member View
Website activity
Events registration
Community actions
Email response
Advocacy participation
eLearning / Certification
Member demographics
Member Record
A core requirement for member engagement strategies
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Integration Challenge
Advocacy, GR applications
Job boards
Private social community
e-Learning, LMS
Exhibits management application
Third-party email system
Content management system / website
Third-party meetings registration
0% 20% 40% 60% 80% 100%
Integration between applications and the AMS
Integrated Not integrated
Percentage of Associations with Application
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Application Integration and Technology Complexity
Gaining enhanced integration capabilities is the most frequently mentioned reason to move to a
new AMS
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Changing Role of ITMore 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
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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
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Integration and Community Engagement
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Higher LogicThe Leading Enterprise Community Platform for Associations
Rob Kaighn- Director of Partnerships
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Public Social Networks
• Association doesn’t own the network• Someone else is making money off your
members• Access Control• Accountability
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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
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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
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Top 5 Reasons Members Join
2014
(n = 863)2013
(n = 693)
2012 (n =
684)
2011 (n = 641)
2010 (n =
400)Networking with others in the field 21% 24% 22% 25% 24%
Access to specialized and/or current information 20% 13% 12% 14% 13%
Advocacy 8% 8% 12% 10% 11%Discounts on products or meetings 8% 4% 5% 5% 6%
Learning best practices in their profession 6% 8% 7% 7% 9%
Continuing education 5% 7% 8% 7% 11%
*2014 MGI Membership Marketing Benchmark Report
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Top 3 Reasons For Not Renewing
2014
(n = 802)2013
(n = 691)
2012 (n = 687)
2011 (n = 639)
2010 (n
= 400)
Lack of engagement with the organization 17% 15% 14% N/A N/A
Could not justify membership costs with any significant ROI
12% 11% 11% N/A N/A
Budget cuts/economic hardship of company 11% 18% 17% N/A N/A
*2014 MGI Membership Marketing Benchmark Report
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MGI Benchmarking Report
• ASAE• Net Promoter Scores:
• 35 for Collaborate Users• 12 for non-Collaborate Users• If a member replied, they had a higher NPS than a
member who initiated a post.• Members who did both had the highest NPS of all.
• Members active within their community are 23% more likely to recommend ASAE to a friend or colleague.
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Membership Growth
January
-10
March-10
May-10
July-10
Septem
ber-10
November-
10
January
-11
March-11
May-11
July-11
Septem
ber-11
November-
11
January
-12
March-12
May-12
July-12
Septem
ber-12
November-
12
January
-13
March-13
May-13
July-13
Septem
ber-13
7000
8000
9000
10000
11000
12000
13000
14000
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Membership has grown 50%, prospects have doubled, hits quadrupled
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Revenue Growth
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
Revenue
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More Indexed Pages Than Competitors
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Communities Drive Event Growth“Summit, our annual conference, comprises 60% of our revenue. And CRMUG Collaborate drives 10x more registration than any other source.”Andy HaferChief Executive Officer
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32
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YourEcosystem
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Integration with AMS
• Integration Benefits• Better User Experience• Better Staff Experience• Business Intelligence
• Integration Points• SSO• Profile/Directory Sync• Permissions/Security• Activity Sync
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Profile
• Basic Profile Information• Name• Contact information• Photo
• Demographics• One to many
• Languages Spoken• Areas of Expertise
• Updates• AMS Member Portal
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Security Sync
• Security Roles• Member• Staff• Non-Member
• Community Groups• Member• BOD• Conference Registrants
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Engagement Activity Sync
• Activities from Community• Posts• Agreed to Terms• Profile• Volunteering
• Added MemberSuite Activities
• Can be used for • Engagement score• Marketing
• Results from Lehman 2014 Technology Study • Discussions, Library, Profiles used• Engagement Scoring not used
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Case Study from Shaun Holloway
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Challenges• Software couldn’t integrate with anything • Didn’t centralize a lot of the functions we do• Managing things through Excel and billable forms• Needed custom development - make the product do
what we wanted it to without having to have upgrades• Shadow databases - needed data syncing, having to
make copies to put in third party system • Wasn’t scalable, manual efforts with multiple systems• Because of manual steps, avoided other solutions
that could better the association
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Ideal Solution
• Open API to work with other systems• Ability to scale - more members, more data • Member self-service (SSO)• Ease of future management• Process is repeatable• More services with less effort• An ecosystem of integrations, services, and resources
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Benefits
• Eliminated most manual processes• Member self-service achieved through SSO• Improved data collection• Use reports and exports for financials• Integration with applications: LMS, CMS, InMagic
(Online Library), home-grown applications, exhibitor floor plan
• Synced with Higher Logic
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• “White labeled” Higher Logic UI
• Focus on design consistency
• Focus on member experience
• Allow members to “see” themselves and connect easily
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• “White labeled” Higher Logic UI
• Focus on design consistency
• Focus on member experience
• Allow members to “see” themselves and connect easily
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Profile integration from 3 sources:
1) MemberSuite2) LinkedIn3) Higher Logic
Easy to connect and control preferences
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• View of the “Open Forum” community
• Discussions focus
• File sharing
• Events area in more niche communities
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Got Questions?Use the Question Tool in Your Webinar Dashboard
Slides & recording will be sent following the webinar
Keep up with us on Twitter
@MemberSuite
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Q & A
Tom LehmanRob KaighnShaun Holloway Lauren Patrick
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Thanks for attending!
Shaun
@acuho-i.org rkaighn
@higherlogic.com Tom
@lehmanconsulting.com
lpatrick
@membersuite.com
Tom LehmanRob KaighnShaun Holloway Lauren Patrick