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+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
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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
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