Technology as Strategy

Trends, Impact and Insight

Tom LehmanLehman Associates, LLC

Lehman Reports

June 6, 2013

• AMS Use and Satisfaction 2006-2013

• AMS International: CA, AU, UK 2010, 2013

• Association Technology Study 2011, 12, 13

• Donor Management Systems, NTEN, 2013

With rapid change,

technology-independent

planning is critical.

Agenda• Technology trends at 10,000 feet• Rise of third-party applications with

AMS and CMS / website as the hub, integration

• Big topics and implicationsCRM Big Data AnalyticsMobile Social Cloud

• Implications and the changing role of IT

• Technology Strategy Plans

Trends: At a broad level

• Interactivity, not just information access

• Engagement, not just communications

• Community, not just networking

• Mobile, anywhere / anytime on steroids

• Configurability replacing customization

• Cloud-based, online rather than in-house

• Technology as strategy, innovation, success

Third-party Applications

Integrated Suites

Best of Breed

Applications

CMSSocial

Email marketingEvent registration

eLearningMobile

SmallerOrganizations

LargerOrganizations

Third-party Services Adoption

Exhibits Management

Reporting / BI

Social Media / Community

e-Learning

Online voting tools

Job boards

Email marketing

Enhanced meeting registration

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Projected adoption within 12 months Currently evaluating

Lehman Reports Association Technology, 2012

Deep Application Integration

• AMS – CMS as the hub

• Greater application value

• Bi-directional

• Critical for 360° view - member CRM

• Enhanced reporting

• Seamless user experience

Mobile Services

Social Media /

Community

Exhibits Managemen

t

Event Registration

Email Marketing

CMSWeb

AMS

Integration Layer

Deep two-way interactions will be a future requirement

The Promise of CRM

• Greater knowledge / insight about members• Alignment between products and services,

and member needs / expectations• In-depth understanding of trends, patterns,

and variable interactions• Market segmentation and targeted services• Prediction and forecasting, anticipate needs

and interests

CRM – Limiting Factors

• Data• Analytics• Expertise

CRM Big Data

• 360 view of constituents, operations, marketing, advocacy

• Deep data, multi-stream• Critical for CRM and other

functions, but not actionable in its raw form

• A driver of integration to capture increasing levels of digital interactions

Analytics

• Turn data into actionable intelligence

• Multivariate, longitudinal • Underlying drivers, trends,

patterns• Decision information• Advanced reporting, dashboards,

decision systems

Challenging, Early Stage

Big Data in Commercial Firms

Only one quarter collecting the data required

While fewer than half of those say they have sufficient resources to make use of it

Advanced Reporting / BI

Lehman Reports AMS, Association Technology, 2011-2012

Dashboards in Associations

Operational Dashboards

Analytical Dashboards

0% 20% 40% 60% 80% 100%

Current use Plans to use Evaluating

Use projected to double within 2 years

Lehman Reports AMS, 2012

The Social WebCommunity Using Third-party Providers

Preliminary Findings: 2012 Lehman Reports Technology Study

Implications for Social Strategy

• Redefines the relationship between members and associations

• Center of gravity shifts towards users• Opportunities beyond members• Opportunities beyond networking –

research, policy development, planning, marketing

• Technology is maturing, social strategy is increasingly the key variable

Mobile

Another channel of access …

…. Or something more?

Mobile Internet

Tablet as Primary Computer

Business Insider Survey, 2012

More than another Internet device

• Significant differences in access models– More transactional, bursts rather than sessions– More immediate with more explicit triggers– Overlay of location and time

• Midst of multi-tasking• Tablets and phones offer different access models• Marketing / promotion models change• Apps as browser replacements• Apps versus HTML5• Associations are largely unprepared and need

help

The Cloud

• Symbolizes a broader move away from operating to leveraging technology

• Supports user’s expectations of 24x7• Networks enable economies of scale for all

aspects of the services including security• Payment models shifts toward use and

services• Offers options for best of breed, but

integration challenges remain

Attitudes: Cloud-based Services

More suited for public and consumer use

Are risky or less dependable

Offers substantial cost savings

Accept a standardized service for substantial savings

Offers advantages beyond cost savings

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree

Negative Statements

Positive Statements

Lehman Reports Association Technology, 2012

Email: As A Leading Indicator

Don't know

Gmail or other shared email service

Other shared Exchange hosting

MS online exchange, MS 365

Our own exchange, hosted externally

Exchange, hosted in-house

0% 10% 20% 30% 40% 50% 60%

Current situation

Forecast, 18 months

Percent of Associations

Lehman Reports Association Technology, 2012

Technology Alignment

• Organization goals driving technology

• Strategic investment vs. cost center

• Organization outcomes, not IT results– Tactical and strategic– Innovation and operational results

• Renewed emphasis on management reporting / BI decision information

• Changing role for the CIO and IT

Technology-independent IT Strategy Planning

• Resilient to rapid tech changes

• Flexibility to adopt new models / tech

• Importance of adoption cycles in technology decisions

• Investment in platform, direction, capacity – positions for future needs

SpecificTechnology

All organizations should have a strategic IT plan, a vision and framework to guide technology

investment

Questions and Discussion

Tom Lehman

President

Lehman Associates, LLC / Lehman Reports

Alexandria, VA

703-373-7550 ▪ 888-221-0081

Tom@LehmanConsulting.com

www.LehmanConsulting.comwww.lehmanreports.com