© lehman associations, llc 2013 technology trends for association suppliers tom lehman lehman...
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© Lehman Associations, LLC 2013
Technology Trendsfor Association Suppliers
Tom LehmanLehman Associates, LLC
Lehman Reports
ASAE Technology Conference
December 4, 20132:30 – 3:30
© 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
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• AMS Use and Satisfaction 2006-2013
• AMS International: CA, AU, UK 2010, 2013
• Association Technology Study 2011-13
• Donor Management Systems, NTEN, 2013
• New Snapshot survey series
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The Big Picture
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Evolving Role of Technology
Technology Introductio
n
Technology as Tools
Technology as Strategy™
Investment
Investment
Cost CenterLinear
Exponential
ROI Potential
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A Greater Focus on Outcomes
Member Database
CRM Toolset
Engagement
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ContentWebsite
Communication
CollaborationSocial
Interlocking Content Marketing
Highest growth and most effective models are in the overlaps
Both internal and external perspective
Circle of Engagement
Vendors help clients most
when working in
the overlaps
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Market Dynamicsand
Competitive Advantage
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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
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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
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Awareness
• They don’t know you, they really don‘t– 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
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Awareness
8
4
10
2
11
1
3
6
5
7
9
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Very knowledgeable
Moderate knowledge
Some knowledge
Aware, no knowledge
All noncustomers
Com
pany
Cod
e
Remaining area: Not at all famil-iar with this company
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Association Environment
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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
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Technology Presence
1 - 1.9M
$2 - 4.9M
$5 - 9.9M
$10 - 24.9M
$25M and over
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Lack of Dedicated IT Staff
None 1 2 - 34 - 5 6 - 15 16 or more
Lehman Reports Technology Study, 2013
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Technology Presence
Less than $2M
$2 - 4.9M
$5 - 9.9M
$10 - 24.9M
$25M and over
0% 10% 20% 30% 40% 50% 60% 70% 80%
Lack of C-level Technology Positions*
* CIO, Vice President, Managing Director, Director (where it is the senior management level )
Lehman Reports Technology Study, 2013
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Purchasing
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Third-party Services Adoption
Social media
Advanced reporting / BI
Mobile app
eLearning
Exhibits management
Job boards
Online voting
Email marketing
Advanced meeting registration
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Projected adoption
Evaluating
Lehman Reports Technology Study, 2013
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Market Opportunities
Email Marketing (Non-integrated)Technical and Network SupportJob BoardsOnline Voting Tools
Advanced Meeting Registration
MobileSocial Media / CommunityeLearningAdvance Reporting / BIEmail Marketing (Integrated)
Exhibits Management
Lower Rate New Purchase Plans Higher RateLow
er
Cu
rren
t M
ark
et
Pen
etr
ati
on
H
igh
er
Higher Project Growth
Lower Projected Growth
Lehman Reports Technology Study, 2013
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Website DevelopmentMobileCloud
Engagement Measurement
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Website Redesign
Lehman Reports Technology Study, 2013
1 2 3 4 5 6 7+0%
5%
10%
15%
20%
25%
30%
Website Redesign Cycle
Years between major website projects
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Next Redesign Scale
36%
26%
32%
6%Refresh, new look, existing templates, minor navigation changes
New site, existing / standard tem-plates, more structure / navigation changes
New custom site, custom templates, new structure and navigation
Other
Lehman Reports Technology Study, 2013
Redesign is an opportunity to incorporate additional products
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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
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The Multi-device Connected Market
Situational Segmentatio
n
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Approaching Outcome Measurement
Lehman Reports Snapshot Survey 2013
26%
48%
26%
Engagement Measurement Status
Using some type of scoring
Talking about this, no action as yet
Not a topic for us
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Cloud-based Services
2012
2013
Future
0% 20% 40% 60% 80% 100%
Cloud-indicator: Email Solution and Hosting
Exchange server - hosted in-house
Exchange server - hosted externally
Microsoft Online Exchange or Office365
Other shared Exchange hosting
Google mail / other shared email
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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
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Questions and Discussion
Tom Lehman
President
Lehman Associates, LLC / Lehman Reports
Alexandria, VA
703-373-7550
[email protected] www.lehmanreports.com