© Lehman Associations, LLC 2013 Technology Trends for Association Suppliers Tom Lehman Lehman Associates, LLC Lehman Reports ASAE Technology Conference

© Lehman Associations, LLC 2013

Technology Trendsfor Association Suppliers

Tom LehmanLehman Associates, LLC

Lehman Reports

ASAE Technology Conference

December 4, 20132:30 – 3:30


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


• 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


The Big Picture


Evolving Role of Technology

Technology Introductio

n

Technology as Tools

Technology as Strategy™

Investment

Investment

Cost CenterLinear

Exponential

ROI Potential


A Greater Focus on Outcomes

Member Database

CRM Toolset

Engagement


ContentWebsite

Communication

Email

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


Market Dynamicsand

Competitive Advantage


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


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


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


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


Association Environment


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


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


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 )



Purchasing


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



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



Website DevelopmentMobileCloud

Engagement Measurement


Website Redesign


1 2 3 4 5 6 7+0%

5%

10%

15%

20%

25%

30%

Website Redesign Cycle

Years between major website projects


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


Redesign is an opportunity to incorporate additional products


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


The Multi-device Connected Market

Situational Segmentatio

n


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


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


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


Questions and Discussion

Tom Lehman

President

Lehman Associates, LLC / Lehman Reports

Alexandria, VA

703-373-7550

[email protected] www.lehmanreports.com

Documents

© Lehman Associations, LLC 2013 Technology Trends for Association Suppliers Tom Lehman Lehman Associates, LLC Lehman Reports ASAE Technology Conference