+Demonstrating Value to the Choosiest of Members

Kim HarwoodPresidentResults at Hand Software LLC

Aaron D. WolowiecMSA, CAE, CMP, CTA

The Meetings CoachEvent Garde LLC

+ 2

Facilitator Introductions

Kim Harwood Aaron Wolowiec

3+Networking Activity

FIRST – Stand and find a partner (preferably someone you don’t know).

NEXT – Move someplace where you can be comfortable standing and talking together.

THEN – Introduce yourselves. Include name, position, organization and one reason you decided to come to this session.

FINALLY – Exchange business cards.

4+Learning Road Map

ROI vs. ROL

Technology trends

Engagement measurements

Best practices

Wrap-up

5+Education Equation

Education Engagement Loyalty Retention Return

6+Return on Investment (ROI)

A performance measure used to evaluate the efficiency of an investment.

ROI = x 100

Revenue – InvestmentInvestment

7+Joe’s Pizza

If you buy 20 shares of Joe’s Pizza for $10 a share, your investment cost is $200.

If you sell those shares for $250, then your ROI is ($250-200)/$200 for a total of 0.25 or 25%.

8+Return on Learning (ROL)

A derivative of ROI used to evaluate the efficiency of an organization’s learning investments.

ROL = x 100

Total Benefit – Total Cost

Total Cost

9+Case Study: NSA Convention

Costs for attending the meeting = $ 2,000

Total benefits from ideas implemented

= $ 10,000

3 bookings at $2,500 each = $ 7,500

6 months of increased product sales

= $ 2,000

Savings on printing with new vendor

= $ 500

ROL = x 100 = 400%

$10,000 – $2,000$2,000

+ 10

Technology Trends

+ 11

Technology Trends

Average consumer has

digital devices!4

18-29 30-49 50-64 65+0%

20%

40%

60%

80%

100%

Cell Phone Owners by Age

Hours ON Mobile by Age

10%

+Technology Trends

The difference a decade makes!

2005 2015Samsung Galaxy S6• 16MP • 2988 x 5312 pixels• Optical image

stabilization

Nokia N90• 2MP • 1600 x 1200 pixels• 8x digital zoom

13+Engagement Measurement

Membership Attendance Revenue Surveys Ask in

conversation

Traditional Interactive Social listening Feedback Forum/chat room Track actions Track interactions

+ 14

Engagement Measurement

Mission:Promote quality

Represent specialty and

interest

Advocacy

EducationLeadership Developmen

t

• Extend Engagement• Portability/Usability• Response to

Member Feedback: Image Gallery

• Practice Tests

Goals Engage Measure Change

+ 15

Engagement Measurement

Who uses the app How often What is studied How long How test scores compare

Metrics tell a story about

your member’s engagement

experience!

331 users in 3

months

1,064 sessions

Chapter 3: Most notes, highlights & bookmarks

9 min. duratio

n

52.9% iPad

27%iPhone

73% average test score

13,809 page views

+ 16

Engagement Measurement

Ohio ACEP Board Review eBook

Book sales App study frequency Practice test results Feedback Study duration Top content Survey CME awarded

interaction rate/scores

Goals Engage Measure Change

Share your Value!Study our book for as little as 15 minutes everyday to pass the Board.

Students who scored 80% or better on the practice test set passed the Board.

Stats are for illustrational purposed and not representative of OHACEP.

+ 17

Best Practices

Put an end to the “Firefighter Syndrome”

Develop enduring mobile technology

Promote member engagement and success

Leverage real-time data for industry partners

Crowdsource high-demand industry subjects

Illuminate professional goals and objectives

Connect members with personalized resources

Establish a robust resource forum

Evaluate the association’s resource pool

Increase organizational efficiencies

Generate measurable ROL data

Macro-level Goals Micro-level Objectives

18+Value: Homework Assignment

FIRST – Brainstorm a list of the short- and long-term value your organization’s meetings and events offer members.

NEXT – From the list of responses, select your clearest ideas for each program.

THEN – Develop and implement a plan to more effectively market this value proposition to members.

19+Value Proposition

An innovation, service or feature intended to make a company or product attractive to customers through effective marketing.

20+Value Proposition

+ 21

Effective Marketing

1. Branding

2. Differentiation

3. Value 3. proposition

4. Voice

5. Brevity

6. Channels

7. Testimonials

8. Images

9. Sample content

10. Volunteers

22+

Action Item Resource(s) Completion Date

1.

2.

3.

4.

5.

Accountability Partner: Contact Information:

Next Steps

+ 23

Are you Ready for Mobile?

Find out in less than 10 minutes!

Visit the link: bit.ly/1PU0FKo Answer the set of 16 questions Receive your mobile readiness

score and personalized resources

24+Resources

Strategic Mobile Trends for Associations in 2015 and Beyond

If Events Could Talk: 10 Strategies for Fueling a Powerful Voice

How to Define the Best Conference App

Mobile App Best Practices Brief

+ 25

Contact Information

Kim HarwoodPresidentkim@resultsathand.com248.318.6467

Aaron D. WolowiecMSA, CAE, CMP, CTA

The Meetings Coachaaron@eventgarde.com616.710.1891