© 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 Associations, LLC 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
© Lehman Associations, LLC 2015
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
© Lehman Associations, LLC 2015
Evolving Role of Technology
Technology Introductio
n
Technology as Tools
Technology as
Strategy
Investment
Investment
Cost CenterLinear
Exponential
ROI Potential
© Lehman Associations, LLC 2015
Adoption Curve
Time
Market Adoption
Early Adopters
Early and LateMajorities
Laggards
Disruptive products
New models
Adoption Curve Series
© Lehman Associations, LLC 2015
Changing Technology Proposition
Time
Value
Today
Transformation
Adoption
Improvement &
Refinement
© Lehman Associations, LLC 2015
Evolving Role of Technology
Technology Introductio
n
Technology as Tools
Technology as
Strategy
Investment
Investment
Cost CenterLinear
Exponential
ROI Potential
Improvement
Transformation
© Lehman Associations, LLC 2015
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
© Lehman Associations, LLC 2015
A Greater Focus on Outcomes
Member Database
CRM Toolset
Engagement
© Lehman Associations, LLC 2015
ContentWebsite
Communication
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
© Lehman Associations, LLC 2015
Mobile as Market Context
Not just another channel of access
Situational segmentation
© Lehman Associations, LLC 2015
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
© Lehman Associations, LLC 2015
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
© Lehman Associations, LLC 2015
Inbound Marketing and Marketing Automation
Marketing automation enables associations to
reach members with tailored content and
communications based on characteristics,
activities, behavior, and interests
© Lehman Associations, LLC 2015
Technology ComplexityThird-party Services Adoption
Lehman Reports Technology Study, 2014
© Lehman Associations, LLC 2015
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
© Lehman Associations, LLC 2015
Integration Challenge
© Lehman Associations, LLC 2015
Move to Cloud-based Solutions
Also represents a move to subscription-based pricing / pay as you go models with included / continuous upgrades
© Lehman Associations, LLC 2015
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
© Lehman Associations, LLC 2015
Technology Leadership Challenge
© Lehman Associations, LLC 2015
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
© Lehman Associations, LLC 2015
Questions and Discussion
Tom Lehman
President
Lehman Associates, LLC / Lehman Reports
Alexandria, VA
703-373-7550
www.LehmanConsulting.comwww.LehmanReports.comJoin our email newsletter list
Top Related