Technology Trends for Association Suppliers ASAE Technology Conference

Technology Trends for Association Suppliers ASAE Technology Conference

Technology Trends for Association Suppliers ASAE Technology Conference December 4, 2013 2:30 3:30 Tom Lehman Lehman Associates, LLC Lehman Reports Lehman Associations, LLC 2013 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 2013 AMS Use and Satisfaction 2006-2013 AMS International: CA, AU, UK 2010, 2013 Association Technology Study 201113 Donor Management Systems, NTEN, 2013 Lehman Associations, LLC 2013 The Big Picture Lehman Associations, LLC 2013 Evolving Role of

Technology ROI Potential Exponential Investment Linear Cost Center Investment Lehman Associations, LLC 2013 Technology as Strategy Technolog y as Tools Technology Introductio

n A Greater Focus on Outcomes Member Database Lehman Associations, LLC 2013 CRM Toolset Engageme nt Interlocking Content Marketing Both

internal and external perspective Content Website Collaboration Social Circle of Engageme nt Lehman Associations, LLC 2013 Communication Email Highest growth

and most effective models are in the overlaps Vendors help clients most when working in the overlaps Market Dynamics and Competitive Advantage Lehman Associations, LLC 2013 Market Characteristics Share Competitive a few providers hold significant share

Consolidating combining to compete Fragmented top providers hold a small share Growth potential Emerging market growth comes from first-time customers Saturated markets growth comes from other providers Standardization Largely unique, customized services Standardized services, commodity market characteristics Solution types Best of breed third-party, integrated applications Suite applications incorporated within AMS, CMS, CRM Lehman Associations, LLC 2013 Competitive Advantage Market characteristics drive strategy

Marketing in a post-integration world Competing more on outcome value than product capabilities Professional services support to insure customers gain expected value Visibility in the marketplace Lehman Associations, LLC 2013 Awareness They dont know you, they really dont Large portions of the market have never heard of you and know nothing about the products / services you offer Awareness sources most frequently cited: WOM: colleagues and Collaborate Content marketing: webinars, conferences

Less frequently cited: Advertising, direct marketing, buyer guides Lehman Associations, LLC 2013 Awareness 9 7 5 Company Code 6 Aware, no knowledge 3 Some knowledge

1 Moderate knowledge 11 Very knowledgeable 2 10 Remaining area: Not at all familiar with this company 4 8 0%

10% 20% 30% 40% 50% All noncustomers Lehman Associations, LLC 2013 60% 70% 80%

90% Association Environment Lehman Associations, LLC 2013 The Good and Bad News The good news Continuing to invest in technology Optimistic about technology budgets Changing role of IT Not so good news Technology senior execs and IT staffing Expertise to gain value is often lacking not using advanced capabilities as they could Changing role of IT Lehman Associations, LLC 2013

Technology Presence Lack of Dedicated IT Staff $25M and over $10 - 24.9M $5 - 9.9M $2 - 4.9M 1 - 1.9M 0% 10% 20% None 4-5 Lehman Reports Technology Study, 2013 Lehman Associations, LLC 2013

30% 40% 1 6 - 15 50% 60% 2-3 16 or more 70% 80%

90% 100% Technology Presence Lack of C-level Technology Positions* $25M and over $10 - 24.9M $5 - 9.9M $2 - 4.9M Less than $2M 0% 10% 20% 30%

40% 50% 60% 70% * CIO, Vice President, Managing Director, Director (where it is the senior management level ) Lehman Reports Technology Study, 2013 Lehman Associations, LLC 2013 80% Purchasing Lehman Associations, LLC 2013

Third-party Services Adoption Advanced meeting registration Email marketing Online voting Job boards Exhibits management Evaluating Projected adoption eLearning Mobile app Advanced reporting / BI Social media 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Lehman Reports Technology Study, 2013 Lehman Associations, LLC 2013

Lower Projected Growth Email Marketing (Non-integrated) Technical and Network Support Job Boards Online Voting Tools Exhibits Management Lower Current Market Penetration Higher Market Opportunities Advanced Meeting Registration Mobile

Social Media / Community eLearning Advance Reporting / BI Email Marketing (Integrated) Higher Project Growth Lower Rate Lehman Reports Technology Study, 2013 Lehman Associations, LLC 2013 New Purchase Plans Higher Rate Website Development Mobile Cloud Engagement Measurement

Lehman Associations, LLC 2013 Website Redesign Website Redesign Cycle 30% 25% 20% 15% 10% 5% 0% 1 2 3 4

5 Years between major website projects Lehman Reports Technology Study, 2013 Lehman Associations, LLC 2013 6 7+ Next Redesign Scale 6.40% Refresh, new look, existing templates, minor navigation changes 35.60%

32.40% New site, existing / standard templates, more structure / navigation changes New custom site, custom templates, new structure and navigation Other 25.60% Redesign is an opportunity to incorporate additional products Lehman Reports Technology Study, 2013 Lehman Associations, LLC 2013 Mobile Apps and Access

Increasing importance, high market growth Knits together other applications Medium is the message Unique access models, User Scenarios Embracing tablets and phones as different models Segmentation based on mobile Conference is primary app use will change in the future Lehman Associations, LLC 2013 The Multi-device Connected Market Situational Segmentation

Lehman Associations, LLC 2013 Approaching Outcome Measurement Engagement Measurement Status 25.76% 25.76% Using some type of scoring Talking about this, no action as yet Not a topic for us 48.48% Lehman Reports Snapshot Survey 2013 Lehman Associations, LLC 2013

Cloud-based Services Cloud-indicator: Email Solution and Hosting Google mail / other shared email Future Other shared Exchange hosting 2013 Microsoft Online Exchange or Office365 Exchange server - hosted externally 2012 0%

20% 40% Lehman Associations, LLC 2013 60% 80% 100% Exchange server - hosted in-house Final Thoughts Evolving role of technology Growing emphasis on outcomes, beyond features

Focus on overlaps of content marketing Differing market dynamics and growth opportunities Product adoption cycles Ensuring association success with your product, limiting factors in associations Using market information to competitive advantage Lehman Associations, LLC 2013 Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA 703-373-7550 [email protected] www.LehmanConsulting.com www.lehmanreports.com

Lehman Associations, LLC 2013

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