Technology as Strategy Trends, Impact and Insight

1. Technology as StrategyTrends, Impact and Insight June 6, 2013 Tom Lehman Lehman Associates, LLC Lehman Reports

2. AMS Use and Satisfaction 2006-2013 • AMS International: CA, AU, UK 2010, 2013 • Association Technology Study 2011, 12, 13 • Donor Management Systems, NTEN, 2013

4. With rapid change,technology-independent planning is critical.

5. Agenda • Technology trends at 10,000 feet • Rise of third-party applications with AMS and CMS / website as the hub, integration • Big topics and implications CRM Big Data Analytics Mobile Social Cloud • Implications and the changing role of IT • Technology Strategy Plans

6. 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

7. Third-party Applications CMS Social Email marketing Event registration eLearning Mobile Integrated Suites Best of Breed Applications Smaller Organizations Larger Organizations

8. Third-party Services Adoption Lehman Reports Association Technology, 2012

9. Deep Application Integration • Integration Layer • AMS – CMS as the hub • Greater application value • Bi-directional • Critical for 360° view - member CRM • Enhanced reporting • Seamless user experience AMS CMS Web Deep two-way interactions will be a future requirement

10. 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

11. CRM – Limiting Factors • Data • Analytics • Expertise

12. 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

13. Analytics • Turn data into actionable intelligence • Multivariate, longitudinal • Underlying drivers, trends, patterns • Decision information • Advanced reporting, dashboards, decision systems

14. Challenging, Early Stage Big Data in Commercial Firms While fewer than half of those say they have sufficient resources to make use of it Only one quarter collecting the data required

15. Advanced Reporting / BI Lehman Reports AMS, Association Technology, 2011-2012

16. Dashboards in Associations Use projected to double within 2 years Lehman Reports AMS, 2012

17. The Social Web Community Using Third-party Providers Preliminary Findings: 2012 Lehman Reports Technology Study

18. 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

19. Mobile Another channel of access … …. Or something more?

20. Mobile Internet

21. Tablet as Primary Computer Business Insider Survey, 2012

22. 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

23. 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

24. Attitudes: Cloud-based Services Lehman Reports Association Technology, 2012

25. Email: As A Leading Indicator Lehman Reports Association Technology, 2012

26. 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

27. 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 Specific Technology All organizations should have a strategic IT plan, a vision and framework to guide technology investment

28. Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA 703-373-7550 ▪ 888-221-0081 Tom@LehmanConsulting.com www.LehmanConsulting.com www.lehmanreports.com