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Associations that are serious about delivering an exceptional membership experience while optimizing precious staff time turn to technology for solutions. Over the last decade, associations have invested in a variety of membership, content management, social networking and email marketing systems to help to better serve members through self-service web portals and push marketing. The next generation focuses on applied technology-how to best use all of the systems an association has to create a "digital ecosystem". Integrating various software platforms ensures that member data flows between systems to eliminate time spent by staff updating member records. Moreover, creating a digital ecosystem allows associations to go to the next level of member care by allowing the member to drive their own experience and engage in a manner that they so choose. Join Ron McGrath, CTO of HighRoad Solution, as he leads you through what leading associations can now achieve through integrated communication systems. See how organizations have elevated their membership marketing by delivering targeted communications that are automatically created, targeted and delivered based on the members' topic, time and taste preferences. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF
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Lunch & Learn: The Value of Integration
Thursday, September 19, 201312:00pm – 12:30pm ET#asaewebinar
This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions.
Presented by:
Ronald McGrathChief Technology Officer, HighRoad Solution
6-part Lunch Learning Series
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Session 1: Mobile Email 101Jan. 17
Session 2: Email Deliverability BasicsMar. 21
Session 3: Go Social!May 17
Session 4: Member Preference Center 101July 18
Session 5: The Value of IntegrationSept. 19
Session 6: Member Holiday Inbox BasicsNov. 21
Your Presenter
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Ron McGrath, one of the original founders and HighRoad’s Chief Technology Officer, specializing in bringing integrated messaging solutions (email, mobile and webinar) to the association/non-profit market.
Ron has more than 18 years of experience developing and providing cutting edge technology solutions to various markets, including associations and non-profits.
A serial entrepreneur and featured speaker at conferences across the country on email best practices, Ron is known to have a talent for making complex technologies accessible and compelling.
Ron McGrathFounder and CTO
Today’s Content
•What is an “Integration Ecosystem”?
•Why create an “Integration Ecosystem”?
•Where do you start?
•Applied “Integration Ecosystem” Use Cases
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What is an “Integration Ecosystem”?
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You use your AMS, member portal, website, email,
survey, webinars and direct mail to help serve and
communicate with your members
There are no “Best of Breed” applications
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There are only “Best of Breed” solutions
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Integration is the glue that binds these technology
platforms together
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Member Experience
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Why Create an “Integration Ecosystem”?
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Transcend your technology platform silos and deliver an experience
Why?
•Better member satisfaction
•Save a tremendous amount of staff time
•Save your organization money
•In the long term, grow the bottom line
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So where do we start?
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Where do we start?
•Most important decision you make is choosing your AMS•Lynchpin and hub that all other technology platforms are built around
•Email is the delivery system for many of the technology platforms
•Survey, Webinars, Website, & Social platforms
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Where do we start?
•When working with partners (vendors) make sure integration is part of their culture
•Work well with other partners
•Understand your business
•Understand your AMS
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Highly Personalized Newsletters
(AMS + Email + CMS)
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Traditional
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Leveraging Segmentation
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Leveraging Segmentation
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Leveraging Segmentation
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Speaking at Member Level
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How does it work? Magic?
•Member specifies interests via member portal
•Every week Email platform automatically pulls list from AMS of who should receive newsletter
•Email platform iterates through each member record and pulls specific metadata for that member from AMS
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How does it work? Magic?
•Based on metadata for member Email platform pulls content from 8 different blogs via the CMS platform
•Email platform constructs highly customized newsletter and sends to individual member
•Email platform writes email analytics back to AMS for Member Engagement Scoring
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How does it work? Magic?
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How does it work? Magic?
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Email Analytics
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Communications Preferences
(AMS + Email + CMS + Social)
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Communication Preferences
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Communication Preferences
•Make it easy for members to update their communication preferences
•Don’t make members leave the current experience
•All platforms should read and store preferences in the AMS•Member Portal, Email, CMS & Social Platforms
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Member Portal
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Requires authentication
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Member clicks this link to opt-out
Survey your Membership(AMS + Survey + Email)
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Integrated Survey
•Survey is delivered via the Email platform
•Email platform gets list for delivery from the AMS
•Survey platform captures the following to the AMS and Email platforms•Members that completed the survey
•Members that have not started the survey
•Members that have started but not completed
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Integrated Survey
•In addition, the Survey platform captures the to the AMS
•Survey responses
•Automated email campaigns are triggered based on if member completed survey or not
•Tone and call the action is different based on survey analytics
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Webinars(AMS + Webinar + Email +
Survey)
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Integrated Webinar
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Total Member Engagement Scoring
(Everything)
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Questions?
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Ron McGrathFounder and CTO
Please join us for our next Lunch & Learn session:
Member Holiday Inbox BasicsNovember 21, 2013
12:00 – 12:30 p.m. EST
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Thank you!Other questions for Ron?
Contact ASAE Business Services, Inc.
Email: [email protected] Call 202.626.2880
Tweet us at #asaewebinar
