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Presentation to Association Executives of North Carolina
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AENC Luncheon Meeting and Technology ShowcasePinehurst Resort
Friday, April 16, 2010
Four Technology Trends Every Association Must Be Aware Of
Reginald J. Henry, CAE (Reggie)
Chief Technology Officer
Phone: (202) 326-9547Email: [email protected] Site: http://www.asaecenter.org
What We’ll Cover Today
1. Social Media explosion and the continued evolution in how the world communicates
2. Rise in mobile apps and location based services3. The increased demand for personalization in all aspects of
life4. Many generations in the workplace and the effect on
technology adoption
Social Media Explosion
Yikes! More new technology tools to do my job! That’s just what I need! I wonder if they are just the latest…
Social media tools are becoming mainstream…individuals want to be involved in the co-creation, dissemination, and endorsement of information…
Social Media Explosion
If Facebook were a country it would be the world’s 4th largest … between the United States and Indonesia
(note that Facebook is now creeping up – recently announced 300 million users)
Social Media Explosion
More than 350 million active users 50% of active users log on to Facebook in any given day More than 35 million users update their status each day More than 55 million status updates posted each day More than 2.5 billion photos uploaded to the site each month More than 3.5 billion pieces of content (web links, news stories,
blog posts, notes, photo albums, etc.) shared each week More than 3.5 million events created each month More than 1.6 million active Pages on Facebook More than 700,000 local businesses have active Pages on
Facebook Pages have created more than 5.3 billion fans
Social Media Explosion
There is a group of folks, largely (but not entirely) defined by generation, who communicate differently. They have always communicated differently. They live their lives out loud!
The world is changing the way it communicates.
The world is changing the way content is created, filtered, consumed, shared, rated……
That’s what this is REALLY all about!
That’s what this is REALLY all about!
Social Media Explosion
Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen
Social Media Explosion
It’s About Business….
• 25% of search results for the World’s Top 20 largest brands are links to user-generated content
• 34% of bloggers post opinions about products & brands
• People care more about how their social graph ranks products and services than how Google ranks them
• 78% of consumers trust peer recommendations
• Only 14% trust advertisements
It’s About Education …..
• 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction
• 1 in 6 higher education students are enrolled in online curriculum
Implications for Associations
• Social media-based platforms could “compete” with existing associations
• Associations must overcome the “digital divide” that’s created because of varying levels of experience, fluidity, and interest in emerging social web tools and services
• Social media tools offers the potential for associations to create new products and services born out of engagement
• Capturing emerging generations may require associations to communicate and engage with members in a far more distributed, organic, and less centralized and planned manner
What Social Media is NOT!
• Social media is not a strategy, its another medium, a tool
• Social media won’t hide a poor product
• Social media is not free
• Social media is not your website
• Social media is not new anymore
• SOCIAL MEDIA IS NOT A FAD!
Social media isn't about ROI (to some extent). If your goal is strictly to make money, you are not going to last to long.
Social media is about VOI (Value of investment).
Social media is about the conversation. You can’t put a price tag on conversation. Instead, you should be measuring the success of the conversations.
Currency in social media is valued in the content that is created along with relationships. The VOI is measuring value of the conversations.
How many comments were left? Were they positive? How much buzz is happening on Twitter? How many back-links were generated in the search engines? What bloggers/blogs are talking about us? Did we build brand awareness, create and build customer loyalty? VOI is always measured for the long term and never short term.
Mike Fruchter of MichaelFruchter.com
What Social Media is NOT!
Rise in mobile apps and location based services
At the start of 2008, there were over 3.2 BILLION mobile phones in circulation…
….that means more mobile phones than laptops, TVs, even credit cards!
Global sales of “smartphones” now outstrip sales of laptops!
The Increasing Importance of Mobile Devices – for work
Implications for Associations
• This could/should become a new delivery channel of associations – attracting younger and more connected members – Imagine the association directory and buyer’s guide in the palm of your hand
• Could enable personalization of event attendance
• Can allow some level of participation when folks can’t get to events
A location-based service (LBS) is an information and/or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device-usually through GPS, cell towers, or nearby wireless hub.
Location Based Services
Implications for Associations
LBS – could enable connecting members to other members based on current (or selected) location
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What If …….
…our members had A way to communicate
with our organization?
What If …….
Imagine YOUR bookstore at your members fingertips!
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Imagine YOUR newsletter, magazine, event program guide, etc. (you get the picture) available instantly to your members….on one platform….all the time!
What If …….
Imagine YOUR membership directory in your members hands – all the time!
The increasing demand for personalization
As the incremental cost of delivering services via the internet drops to almost zero, the potential to personalize products and services grow.
• Personalization is likely to extend from mostly web-based and high-end products/services to almost everything
• Requires a much deeper understanding of customers and product/service experiences they may want
Implications for Associations
• Personalization places major pressures on the current association business model – and it does not eliminate the need to provide quality service
• With the growing range of alternative providers of content, meetings, and networking, members could increasingly demand true personalization
• A fundamental rethinking of internal structures, budgeting, funding sources and delivery models is most likely going to be required
• May require collaboration with yet to be determined “partners”.
• Technology will be critical!
The Increasing Importance of Mobile Devices – for work
Many generations in the workplace and the effect on technology adoption
• It is now commonplace for organizations to have four generations of employees working together
• Technology is a critical source of intergenerational tension – younger generations more readily adopt and embrace new technologies
• Millennials (digital natives) more likely to embrace collaboration and productivity tools, more transparent and willing to engage in “social” technologies
• Gap appears to be growing!
Implications for Associations• Generational views vary widely regarding technology usage,
digitally facilitated relationships, participation in social networks, online interaction vs. face-to-face
• Greater pressure on organizations to support an increasingly wide range of communication and engagement approaches and tools
• The cost of developing multiple technology delivery platforms may be prohibitive and may require collaboration with yet to be determined “partners”
• Opportunities abound to train members in emerging technologies and the effect on their professional and personal lives
Many generations in the workplace and the effect on technology adoption
