demonstrating value to the choosiest of members
DESCRIPTION
Kim Harwood and Aaron Wolowiec, MSA, CAE, CMP, CTA delivered this presentation during the annual conference of the Ohio Society of Association Executives on Friday, July 25, 2014, at the Kingsgate Marriott Conference Center in Cincinnati, OH.TRANSCRIPT
+Demonstrating Value to the Choosiest of Members
Kim HarwoodPresidentResults at Hand Software LLC
Aaron D. WolowiecMSA, CAE, CMP, CTA
The Meetings CoachEvent Garde LLC
+ 2
Facilitator Introductions
Kim Harwood Aaron Wolowiec
3+Networking Activity
FIRST – Stand and find a partner (preferably someone you don’t know).
NEXT – Move someplace where you can be comfortable standing and talking together.
THEN – Introduce yourselves. Include name, position, organization and one reason you decided to come to this session.
FINALLY – Exchange business cards.
4+Participant Handouts
5+Learning Road Map
ROI vs. ROL
Engagement measurements
Technology trends
Interactive example
Best practices
Wrap-up
WE ARE HEREOSAE Conference
6+Education Equation
Education Engagement Loyalty Retention Return
7+Return on Investment (ROI)
A performance measure used to evaluate the efficiency of an investment.
ROI = x 100
Revenue – InvestmentInvestment
8+Joe’s Pizza
If you buy 20 shares of Joe’s Pizza for $10 a share, your investment cost is $200.
If you sell those shares for $250, then your ROI is ($250-200)/$200 for a total of 0.25 or 25%.
9+Return on Learning (ROL)
A derivative of ROI used to evaluate the efficiency of an organization’s learning investments.
ROL = x 100
Total Benefit – Total Cost
Total Cost
10+Case Study: NSA Convention
Costs for attending the meeting = $ 2,000
Total benefits from ideas implemented
= $ 10,000
3 bookings at $2,500 each = $ 7,500
6 months of increased product sales
= $ 2,000
Savings on printing with new vendor
= $ 500
ROL = x 100 = 400%
$10,000 – $2,000$2,000
11+Engagement Measurement
Membership Attendance Revenue Surveys Ask in
conversation
Traditional Interactive Social listening Feedback Forum/chat room Track actions Track interactions
+ 12
Engagement Measurement
Mission:Promote quality
Represent specialty and
interest
Advocacy
EducationLeadership Developmen
t
• Mission • Revenue/Cross
Marketing• Extend Engagement
• Portability/Usability• Response to
Member Feedback: Image Gallery
• Practice Tests
Goals Engage Measure Change
+ 13
Engagement Measurement
Ohio ACEP eBook Metrics Google Analytics Dashboard Report MORE data…
Metrics tell a story about
your member’s engagement
experience! Who uses the app How often What is studied How long
331 users in 3
months
1,064 sessions
Chapter 3: Most notes, highlights & bookmarks
9 min. duratio
n
52.9% iPad
27%iPhone
73% average test score
13,809 page views
+ 14
Engagement Measurement
Ohio ACEP Board Review eBook
Pre-eBook Book sales Survey CME awarded
Post-eBook Book sales App frequency Practice test results Feedback Study duration Top content Survey CME awarded
interaction rate/scores
Goals
Engage
Measure
Change
+ 15
Technology Trends
90% of American adults
have a mobile phone
58% have a smartphone
42% have a tablet
81% of American adults
with a household income of
$75,000+
71% of college degree
adults
49% of adults aged 50-
64
74% of adults aged 30-
49
+ 16
Technology Trends
Average consumer has
digital
devices!4
+ 17
Technology Trends
App store downloads through June 201475
Billion
Average number of apps downloaded per Android phone
68
Double by
2016
+ 18
Technology Trends
The mobile effect: Poll Question Poll #1 Results Poll #2 Results Next steps: Where
does mobile fit for your organization?
+ 19
ROLapp Interactive Example
+ 21
Best Practices
Put an end to the “Firefighter Syndrome”
Develop enduring mobile technology
Promote member engagement and success
Leverage real-time data for industry partners
Crowdsource high-demand industry subjects
Illuminate professional goals and objectives
Connect members with personalized resources
Establish a robust resource forum
Evaluate the association’s resource pool
Increase organizational efficiencies
Generate measurable ROL data
Macro-level Goals Micro-level Objectives
22+Value: Homework Assignment
FIRST – Brainstorm a list of the short- and long-term value your organization’s meetings and events offer members.
NEXT – From the list of responses, select your clearest ideas for each program.
THEN – Develop and implement a plan to more effectively market this value proposition to members.
23+Value Proposition
An innovation, service or feature intended to make a company or product attractive to customers through effective marketing.
24+Value Proposition
+ 25
Effective Marketing
1. Branding
2. Differentiation
3. Value 3. proposition
4. Voice
5. Brevity
6. Channels
7. Testimonials
8. Images
9. Sample content
10. Volunteers
26+
Action Item Resource(s) Completion Date
1.
2.
3.
4.
5.
Accountability Partner: Contact Information:
Next Steps
27+Resources
Whitepapers & Best Practices Brief
Strategic Mobile Trends for Associations in 2014 and Beyond
Associations’ Response to 2014 Mobile Readiness Survey
How to Promote and Offer an Effective App
If Events Could Talk: 10 Strategies for Fueling a Powerful Voice
