Technology Trends and the
Implications for Associations
45th Annual Southeastern Officers Conference
“any sufficiently
advanced technology is
indistinguishable from magic.”
Sir Arthur Charles Clarke
co-writer of the screenplay for the
movie 2001: A Space Odyssey
We now have sufficiently
advanced technology
@adriennebryant
@johnyschen
@SmoothThePath
#MMCCon LC4
A Really “SMART” Refrigerator
Dear Adrienne,
Please pick up the following items:
Grapes, yogurt, beer, cheese, and steak.
Love, Your Refrigerator
@adriennebryant
@johnyschen
@SmoothThePath
#MMCCon LC4
Today, there are almost
13 billion devices
connected to the Internet.
By 2020, we expect there
to be between 30 – 50 billion
connected devices.
Source: Industry Forecasts Compilation, 2020 forecast from IDC, PwC analysis
Devices Connected to the Internet
27 May 2015
The number of devices connected to the Internet
could almost quadruple by 2020.
SHIFT
The Age of the Customer
We are now in the age
of the customer, with
buyers using technology
to gain control over
institutions.
That power flows from
customers’ new found
ability to seamlessly price,
critique, and direct
their purchases.
George Colony, CEO
Forrester
What’s the Major Shift?
IT focused on internal
systems and building
systems that
“manage” the customer
relationship.
@adriennebryant
@johnyschen
@SmoothThePath
#MMCCon LC4
What’s the Major Shift?
IT focused on the “customer
experience” and building
systems that allow
the customer to “manage”
the relationship.
@adriennebryant
@johnyschen
@SmoothThePath
#MMCCon LC4
What Caused the Shift?
“Digital disruption refers to changes
enabled by digital technologies
that occur at a pace and magnitude
that disrupt established ways of
value creation, social interactions,
doing business and more
generally our thinking.”
Associate Professor Kai Riemer
Chair of Discipline of Business Information Systems, University of Sydney Business School
@adriennebryant
What are the Disrupters?
@adriennebryant
SOCIAL TECHNOLOGY
CLOUD TECHNOLOGY
Both public and private social networks,
collaborative technologies, unified
communications, etc.
Data storage, application services,
email solutions, etc., all cloud based
MOBILE TECHNOLOGY
ANALYTICS
Mobile access to everything
Data that tells us not only what we’ve done,
but more importantly, what we should do!
@adriennebryant
Why We Need to Shift!
@adriennebryant
Mobile Technology
@adriennebryant
Why We Need to Shift!
8x faster
• Mobile web is growing eight times faster than web
adoption did in the 1990s and 2000s.
63%
• Sixty-three percent of people expect to be doing more
shopping on their mobile devices over the next couple of
years.
@adriennebryant
Why We Need to Shift!
30 %
• Thirty percent of mobile shoppers will abandon a
transaction if the experience is not optimized for
mobile.
37%
• Globally, mobile traffic now accounts for 37% of all
Internet traffic.
@adriennebryant
Why We Need to Shift!
61 %
• Sixty-one percent of people have a better opinion
of brands when they offer a good mobile
experience.
57%
• Fifty-seven percent of mobile customers will
abandon your site if they have to wait three
seconds for a page to load.
@adriennebryant
Why We Need to Shift!
Only eight years after the
iPhone's launch, mobile
already accounts for a majority
of visitors at 39 out of 50 of the
major news publishers tracked
by Pew.
@adriennebryant
Why We Need to Shift!
But what's perhaps more surprising is that some news sites (10
out of 50) saw mobile visitors spend more time on site than PCbased visitors. In other words, more opportunities to serve ads
and generate revenue from each visit.
@adriennebryant
Why We Need to Shift!
In retail, digital interactions will influence 64
cents of every dollar spent in retail stores by the
end of 2015.
Mobile technology and easy access to digital information
not only affects sales in digital channels, but also has a
much broader impact on in-store sales and in-store
consumer behavior.
Deloitte
@adriennebryant
Why We Need to Shift!
Mobile devices are driving more email
conversions than PCs
Mobile devices dwarf desktop in terms of opens and
conversions. Mobile devices accounted for 65% of all email
opens and 63% of all email conversions in Q1.
@adriennebryant
Why We Need to Shift!
Mobile devices are driving more email
conversions than PCs
@adriennebryant
Why We Need to Shift!
The continued rise and evolution of the Mobile User
It’s not just the phone, it’s the overall environment,
the users context, their needs.
It's not just user interface design,
it's user experience design!
How do we connect people to the environments we
place them in, both virtual and brick and mortar?
@adriennebryant
Why We Need to Shift!
…and don’t forget about your staff!
We are entering the age of "supermobility," in which mobile
devices will provide all of the tools and technology that employees
need to be productive on the go, including voice, video and
content collaboration solutions.
Jack Uldrich, "Revolutionizing the Future Workplace,"
@adriennebryant
Soooo… Where Do I Start?
Develop a Mobile Mindset!
Think Mobile FIRST!
@adriennebryant
What Should I Be Doing?
• THINK MOBILE FIRST
• Your current website and its structure are not
useful on a mobile device. Responsive design
is a most, but it will be just the cost of entry in
the future. Rethink your offerings in the
“mobile context”
@adriennebryant
What Should I Be Doing?
• When designing the mobile experience, think
task not brand. Think convenience store, not
supermarket.
• Mobile devices give us the unique
opportunity to be “Present at the Moment of
Need!”
@adriennebryant
Don’t SHRINK IT…
@adriennebryant
RETHINK!
@adriennebryant
The “Digital Reflex”
Whatever we need, whenever we need it, we expect it here!
It's the first thing we turn to when we want to know
something, communicate something, and increasingly,
buy something.
@adriennebryant
The “Digital Reflex”
@adriennebryant
Moments of Need
• Identify your target audiences’ moments:
Understand the why, the where, and the how
of an audiences’ search for information. And
don’t overlook the why not.
• Deliver the right product or service at the
right moment: Research and identify unique
patterns of intent. Use search insights to
uncover new trends.
@adriennebryant
Moments of Need
• Deliver context appropriate messaging: This
cannot be overstated. Create ads and content
that provide custom solutions and answers for
the questions people ask.
No one wants to look at or hear conventional,
generic advertising on their smartphones. To put it
another way: Don’t make smartphones dumb.
@adriennebryant
Moments of Need
• Make purchasing easy: Make seamless the
transition from research to purchase. Give the
consumer multiple ways to buy.
@adriennebryant
Moments of Need
• Measure every moment that matters:
It’s no longer enough to simply measure the
online conversion. With the mobile fragmented
path to purchase, advertisers need to measure
results online, across devices, in apps, and even
in stores. Audit your current efforts, then test
and iterate using new approaches, KPIs, and
methodologies.
@adriennebryant
Reimagine Enterprise Systems
In order to provide the level
of experience you want your
members to have, you most
likely are using systems in
addition to your AMS. This
best of breed approach is
necessary to remain
competitive and relative.
To accommodate these other
tools, build world-class APIs.
@adriennebryant
@adriennebryant
Content Strategy
@adriennebryant
Rethink Content Strategy
1. You must have a taxonomy! It is the common
language that's used to categorize your
resources, and by which your members
indicate their interests/needs. The taxonomy
must be present in every digital system you
have. Period!
@adriennebryant
@adriennebryant
Rethink Content Strategy
1. You must have a taxonomy! It is the common
language that's used to categorize your
resources, and by which your members
indicate their interests/needs. The taxonomy
must be present in every digital system you
have. Period!
@adriennebryant
Rethink Content Strategy
1.
You must have a taxonomy! It is the common language that's used to
categorize your resources, and by which your members indicate their
interests/needs. The taxonomy must be present in every digital system
you have. Period!
2. In the future, most organizations will have
multiple websites or other types of content
repositories. Most likely they will have
multiple content management systems.
You’ve got to find a way to mitigate content
silos!
@adriennebryant
MIDDLEWARE
Create a process
that indexes content
from all sites.
Content from anywhere becomes available everywhere!
@adriennebryant
Rethink Content Strategy
1.
2.
You must have a taxonomy! It is the common language that's used to
categorize your resources, and by which your members indicate their
interests/needs. The taxonomy must be present in every digital system
you have. Period!
In the future, most organizations will have multiple websites or other
types of content repositories. Most likely they will have multiple content
management systems. You’ve got to find a way to mitigate content
silos!
3. It’s not about search and find any longer, it’s
more about know and deliver
@adriennebryant
Rethink the “Search Experience”
@adriennebryant
Cloud Technology
@adriennebryant
The Cloud is Here to Stay…
And that’s a good thing
Here’s why…
@adriennebryant
ONE USER:
$12.50 x 12 = $150.00/year
FIVE USERS:
$150.00 x 5 = $750.00/year
@adriennebryant
ONE USER:
$279.97
FIVE USERS: $1,399.85
@adriennebryant
Competitiveness
Small and medium sized businesses can gain access to
enterprise-class technologies at a fraction of the cost of
buying and hosting it themselves.
@adriennebryant
Business Agility
New research shows a connection between the
use of cloud computing and increased business
agility and competitive advantage.
Business Agility in the Cloud – 2014
A report by Harvard Business Review Analytic Services
@adriennebryant
Mobility
One of the main advantages of cloud computing is mobility. Using
cloud-based technologies means that you can work wherever you have
Internet access...and increasingly on whatever device you want to!
@adriennebryant
Business Value
Greatest business value from company’s use of cloud:
• 37% - simplification of internal operations
• 33% - better delivery of internal resources
• 31% - new ways for employees to work, connect, and
collaborate
• 23% - improved ability to acquire, share, analyze, and
act on data
• 23% - faster rollout of new business initiatives to
exploit new opportunities
@adriennebryant
What Should I be Doing?
• DON’T BUY ANOTHER SERVER!
• Use software as a service (SaaS) whenever possible.
• Minimize investments and complexity of on-premise
systems.
• When deploying on-premise servers and services,
virtualize them and start to build your own private
cloud.
• Avoid or at least minimize “client-server”
applications in your organization.
@adriennebryant
Analytics
@adriennebryant
Stop Making Assumptions
@adriennebryant
What Is Business Intelligence?
45th Annual Southeastern Officers Conference
Business Intelligence
Business intelligence is gathering the right intel
on your members and prospects so you can ask,
with confidence, the right questions that will
allow you to deliver the right message, product
or service to the right person at the right time
and at the right price. – Adrienne Bryant, CAE
Technology is the enabler to help people make
better business decisions. - Debbie King
@adriennebryant
Business Analytics – What’s Involved?
1. Scope
Determine
Determine the
the
Business
Business Drivers
Drivers -Ask
Ask the
the Right
Right
Questions
Questions
2. Collect
3. Clean
360°
360°View:
View:
CRM/AMS,
CRM/AMS,
Accounting,
Accounting,
Google
GoogleAnalytics,
Analytics,
Social
All of your
Media
data!
Data
Identify
Identify&&
Correct
Correct
Duplicate
Duplicateand
and
Missing
MissingData
Data
4. Analyze
Data
Data
Visualizations,
Visualizations,
Dashboards,
Dashboards,
and
and Data
Data
Discovery
Discovery
5. Communicate
Training,
Evaluation,
Communication
of Results
1. Work with a consultant to develop specific metrics,
goals, and vision for your business initiatives.
2. Build a Data Warehouse combining information from all
of your data stores into a single reporting and analytics
platform.
@adriennebryant
Business Analytics – What’s Involved?
1. Scope
Determine
Determine the
the
Business
Business Drivers
Drivers -Ask
Ask the
the Right
Right
Questions
Questions
2. Collect
3. Clean
360°
360°View:
View:
CRM/AMS,
CRM/AMS,
Accounting,
Accounting,
Google
GoogleAnalytics,
Analytics,
Social
All of your
Media
data!
Data
Identify
Identify&&
Correct
Correct
Duplicate
Duplicateand
and
Missing
MissingData
Data
4. Analyze
Data
Data
Visualizations,
Visualizations,
Dashboards,
Dashboards,
and
and Data
Data
Discovery
Discovery
5. Communicate
Training,
Evaluation,
Communication
of Results
3. Develop needed “data marts” to address specific reporting
and/or analysis needs.
4. Build dashboards, stock reports, and adhoc reporting
capabilities.
@adriennebryant
Big Data
“Big data does not exist. The
elephant in the room is that there is
no elephant in the room.”
Siegel, Eric. Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die. 2013
45th Annual Southeastern Officers Conference
Big Data – The 3 V’s
Volume
• Large data sets
• Industry and government census data
Velocity
• Rapidly changing
• Twitter, Facebook, LinkedIn
Variety
• Multiple file types: images, video, text
• Different data structures
Slide Credit: Debbie King, DSK Solutions, Inc.
@adriennebryant
The Three V’s of Big Data
• Volume: Transaction-based data stored through the
years. Unstructured data streaming in from social
media. Increasing amounts of sensor and machineto-machine data being collected. In the past,
excessive data volume was a storage issue. But with
decreasing storage costs, other issues emerge,
including how to determine relevance within large
data volumes and how to use analytics to create
value from relevant data.
@adriennebryant
The Three V’s of Big Data
• Velocity: Data is streaming in at unprecedented
speed and must be dealt with in a timely manner.
Reacting quickly enough to deal with data velocity is
a challenge for most organizations.
• Variety: Data today comes in all types of formats.
Structured, numeric data in traditional databases.
Information created from line-of-business
applications. Unstructured text documents, email,
video, audio, stock ticker data and financial
transactions.
@adriennebryant
Contact
Adrienne Bryant, CAE
Member Information & Database Manager
Association of Florida Colleges
abryant@myafchome.org
@adriennebryant
#MMCCon LC4
@johnyschen
@SmoothThePath