Enhancing Member Value via Social Technologies Andy Steggles President & Chief Social Strategist Higher Logic

WELCOME! Andy Steggles President & Chief Social Strategist Higher Logic 2

About Higher Logic Founded in Full Time Employees 400+ Corporate Clients/Organizations 50,000 Websites 200,000 Communities 15 Million Users 30 to 40 Million s Per Month Global (over 50 countries) Core Focus Areas: – Associations, Non-Profits, Alumni Groups, User Groups 3

SPEED OF TECHNOLOGY ADOPTION 4

THE EVOLUTION OF PERSONAL SOCIAL NETWORKING 5

EVOLUTION OF PERSONAL SOCIAL NETWORKING 6

BUSINESS SOCIAL NETWORKING 7

8 Social “Reach” Comparison BUSINESSPERSONAL 8

PUBLIC SOCIAL NETWORKS 9

Social Governance Social Media Policy Organizational Brand Cohesive Strategy – Mission and Vision Focused Don’t post anything you don’t want the world to see… 10

Public Networks LinkedIn Concerns: – Too much SPAM – No Integration – Member Management – Poor User Experience – Missed Revenue Opportunity What is the Role of Facebook vs. LinkedIn? 11

SOCIAL CRM 12

SOCIAL SOFTWARE IN THE WORKPLACE 13

EXTERNALLY FACING SOCIAL SOFTWARE 14

SOCIAL BUSINESS 15

Private Social (Es) What is a Community? 16

Goal: Improved Blended Learning Attendee Experience 17

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Goal: #1 Expanded Value for Their Webinars

Webinar Community Success Metrics 22

Goal: Chapter Support and Branding / Centralized Event Management

Goal: International Growth (Value Proposition)

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Goal: International Growth

Greater Value Success Metrics (after 1 month) 31

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Goal: Address Demographic Imbalance

Goal: Expand Volunteer Participation

Goal: ASAE Improve Listservs

Success Metrics 38

Goal: Advocacy

Goal: Improve Industry Awareness

Success Metrics Open vs. Closed (or Hybrid) 41

Goals: Member Recognition

MEASURING AND RECOGNIZING Recognition…

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Other Goals Next Generation Speaker Bureau Expand Micro-Volunteer System (re. airline rewards system) Publishing? 46

MOBILE 47

Native Apps, Responsive or Adaptive Design Mobile Strategy 48

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Motivation & Culture Shamification Semantics – Wiki vs. Glossary – Directory vs. Network Culture (completeness) 50

Most Common Mistakes Over Segmentation Too much complexity How Will Members Utilize? (re. Mentor Roll out) Lack of Auto-Subscription 51

ANDY STEGGLES President & Chief Social Strategist Higher Logic

THINK TANK How can in-person and online networking converge using mobile as the enabler? 53

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The CLOUD 55

Evolution of the Cloud 2008 – THE PERFECT TRIFECTA The Economy Tanked Mobile and Social Took Off The Cloud Emerged RESULT: Smarter IT Purchasing 56

PROBLEMS WITH THE TRADITIONAL TECHNOLOGY MODEL High Implementation Costs Extreme Complexity Frustrated Users High Maintenance and Customization Costs Poor end-user adoption Difficult to measure ROI 57

AMAZON (RE)INVENTED CLOUD COMPUTING 58

CAPITAL INVESTMENTS (Traditional Model) Capital Investments – CRM/AMS: $500k – Phone System: $50k – and Anti-Spam Server: $10k – Backup Server, Tape Drive etc.: $10k – Web Server: $10k – Accounting System: $10k – Switch/Router & Firewall: $10k Depreciation Period: 3 to 7 years 59 Total Capital Investment Expenditure: $600k

ANNUAL OPERATIONAL EXPENSES (Traditional Model) CRM/AMS: $80k license Phone System: $10k license and Anti-Spam: $2k Backup Server, Tape Drive: $2k Web server: $2k Accounting system: $2k Switch/Router & Firewall: $2k Depreciation Write-Off: $150k 1 * Network Admin: $70k 1 * Programmer: $100k Consulting/Customization: $100k 60 TOTAL ANNUAL OPERATION EXPENSE: $520K

COMPARABLE CLOUD MODEL Capital Investments: $0 Annual Operational Expenses: – CRM/AMS: $50k – Phone System: $10k – and Anti-Spam Server: $6k – File Sharing/Backup: $2k – Web Server: $6k – Accounting System: $10k – Member Community/Extranet: $18k – 0.5 * FTE (Cloud Admin): $35k – Misc. Consulting: $20k 61 Total Annual Cost: $157k

Traditional vs. Cloud 62