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20. Circle of Engagement…
Today:
• 80% of associations using an email service today
• Significant number of organizations using more than one service
• Batch and blast, simple email triggering
Trend:
• Integrated marketing technology
• Behavior-based automated email campaigns
• Strategy behind technology
21. What is marketing automation?
Technology that streamlines and automates marketing tasks in
order to be more efficient and more effective.
AKA: Marketing like Amazon – personalized & timely
27. Higher Logic
The Leading Enterprise Community Platform for Associations
Rob Kaighn- Director of Partnerships
28. 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
29. 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
30. Why?
• It’s all about Engagement
• Engagement with peers is why people join
• Lack of engagement is why they leave
• Engaged members are promoters
32. Community Functions Use
• Results from Lehman 2014 Technology Study
• Discussions, Library, Profiles
• Engagement Scoring not used
• AMS Integration is Key
• Not just pulling data
• Write back engagement
• Engagement Data
• Scores
• Actionable Business Intelligence
34. Brightfind
Formerly the Web Technology
Division of Syscom Services
A specialized digital design and
web development agency
Creating web sites for member-based organizations
for 18 years
Specialize in organizations with deep, rich, complex
content
Design, User Experience, Web Strategy, Development,
CMS Implementation, Integration, Experience Insight
Sitecore, Ektron, EPiServer
35. Increases Discovery time and effort
• Mobile first thinking
• Wireframe the experience for desktop,
tablet, and smartphone (and more!)
• Device-specific Analytics
Responsive Design
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Increases Front-End (FE) development costs
• Increases QA time
• Doubled our FE staff
Responsive AND Adaptive
• Context
• Targeting
• UX – not just the device
Default development pattern
• Bootstrap
• This too will change
• Google will add a “mobile-friendly”
ranking factor on April 21st
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36. Focus on UX – User Experience
“If you have no intuitive sense
of design, then call yourself an
‘information architect’ and only
use Helvetica.”
- David Carson
37. Search – its different for Mobil
• Mobile results must be faster
• Fewer facets
• Fewer results? (paging is harder)
• “Best Bets” is even more important
Focus on UX - User Experience
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Focus on Micro Interactions
• How did that button make you feel?
Cross-over of creative and technical
• Creative design HAS to think about the user’s
interaction, not just the visual
Shifting effort from back-end to front-end
• BE – used to be 2/3 of the project effort
• FE – used to be less than ¼ of the project effort
• FE – is now at least ½ of the project effort
• BE – is now less than 1/3 of the project effort
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38. Content Marketing and
Marketing Automation
“Great Content is the best sales
tool in the world.”
- Marcus Sheridan
“Marketing technology budgets will surpass IT
technology budgets in 2017”
- The Future of Digital Marketing, MONDO
39. Testing for Results
• What REALLY works
• A/B and Multi-variant testing
Content Marketing and
Marketing Automation
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Marketing Analytics
• Data driven approach to decision-making
• Is your message being heard?
• Do your products sell on the web?
• Most effective way to sell on the web?
Inbound Marketing
• Email integration
• Landing pages
• Integrated Analytics
• Integrated with CRM/AMS
Digital Experience Marketing
• No more CMS, just DMS, DEM
• Marketing to the Persona
• Marketing to the Individual (Beware!)
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43. Lack of Continuous Improvement
• Technology changes fast
• People don’t realize what works/doesn’t
work until they use it
• Expectations are constantly changing
• Lack of in-house expertise
Continuous Improvement
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Enter the valley of disenchantment
• Within 6-12 months
• Despair for the last 1-2 years
• Why does this occur?
Everyone is happy at launch
• Organization customers
• Organization team
• Development partner
• Software provider
Redesign Cycle is a broken paradigm
• Associations redesign (rebuild!) every 3-4
years
• New technologies, new partners
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44. Continuous Improvement
Your organization must be willing to not only keep
the content up-to-date, but also the User Experience
up-to-date. If you consistently test, change, analyze –
you will have happy customers throughout the
redesign cycle, and your website investment
(software, infrastructure, implementation) will last
much longer.