1. © Lehman Associations, LLC 2013 Technology Trends for Association Suppliers Tom Lehman Lehman Associates, LLC Lehman Reports ASAE Technology Conference December 4, 2013 2:30 – 3:30

2. © Lehman Associations, LLC 2013 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

3. © Lehman Associations, LLC 2013 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

4. © Lehman Associations, LLC 2013 The Big Picture

5. © Lehman Associations, LLC 2013 Evolving Role of Technology Technology Introduction Technology as Tools Technology as Strategy™ Investment Cost Center Linear Exponential ROI Potential

6. © Lehman Associations, LLC 2013 A Greater Focus on Outcomes Member Database CRM Toolset Engagement

7. © Lehman Associations, LLC 2013 Content Website Communication Email Collaboration Social 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

8. © Lehman Associations, LLC 2013 Market Dynamics and Competitive Advantage

9. © Lehman Associations, LLC 2013 Purchase Cycles More Frequent Purchase Lower Barriers to Change Less Frequent Purchase Higher Barriers to Change Meeting registration services Survey systems Online voting Exhibits Management eLearning systems AMS Content Mgmt Systems / Web development Job boards Mobile Apps Examples: AMS replacement: 8-10 years Website Redesign: 3-4 years

10. © Lehman Associations, LLC 2013 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

11. © Lehman Associations, LLC 2013 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

12. © Lehman Associations, LLC 2013 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

13. © Lehman Associations, LLC 2013 Awareness

14. © Lehman Associations, LLC 2013 Association Environment

15. © Lehman Associations, LLC 2013 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

16. © Lehman Associations, LLC 2013 Technology Presence Lehman Reports Technology Study, 2013

17. © Lehman Associations, LLC 2013 Technology Presence Lehman Reports Technology Study, 2013

18. © Lehman Associations, LLC 2013 Purchasing

19. © Lehman Associations, LLC 2013 Third-party Services Adoption Lehman Reports Technology Study, 2013

20. © Lehman Associations, LLC 2013 Market Opportunities Email Marketing (Non-integrated) Technical and Network Support Job Boards Online Voting Tools Advanced Meeting Registration Mobile Social Media / Community eLearning Advance Reporting / BI Email Marketing (Integrated) Exhibits Management Lower Rate New Purchase Plans Higher Rate Lower Current Market Penetration Higher Higher Project Growth Lower Projected Growth Lehman Reports Technology Study, 2013

21. © Lehman Associations, LLC 2013 Website Development Mobile Cloud Engagement Measurement

22. © Lehman Associations, LLC 2013 Website Redesign Lehman Reports Technology Study, 2013

23. © Lehman Associations, LLC 2013 Next Redesign Scale Lehman Reports Technology Study, 2013 Redesign is an opportunity to incorporate additional products

24. © Lehman Associations, LLC 2013 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

25. © Lehman Associations, LLC 2013 The Multi-device Connected Market Situational Segmentation

26. © Lehman Associations, LLC 2013 Approaching Outcome Measurement Lehman Reports Snapshot Survey 2013

27. © Lehman Associations, LLC 2013 Cloud-based Services

28. © Lehman Associations, LLC 2013 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

29. © Lehman Associations, LLC 2013 Questions and Discussion Tom Lehman President Lehman Associates, LLC / Lehman Reports Alexandria, VA 703-373-7550 Tom@LehmanConsulting.com www.LehmanConsulting.com www.lehmanreports.com