Digital Disruption and the Challenge of Keeping Members Engaged
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The document discusses five key aspects of digital disruption affecting member engagement: changing representation and challenges, evolving technology deployment, reassessing core technology platforms, redefining community concepts, and future engagement focusing on open and mobile platforms. It highlights the significance of algorithmic advancements, the necessity for adaptive technology strategies, and the need for innovative community models in light of these disruptions. Additionally, it outlines a structured approach to building new community platforms driven by user-generated content.
Digital Disruption and the Challenge of Keeping Members Engaged
- 1. Why does everything we know about engaging members seem wrong? 5 Things You Need to Know About Digital Disruption
- 2. • John Mancini, Chief Evangelist, AIIM • @jmancini77 • johnmancini@AIIM.org • Keynoter on technology trends, associations, and inbound marketing
- 4. What Does Disruption Mean? 5 Things.
- 5. #1 – Disruption Means Who We Represent and the Challenges They Face Are Radically Changing.
- 12. “Computer scientist Martin Grötschel analyzed the speed with which a standard optimization problem could be solved by computers over the period 1988-2003. He documented a 43 million-fold improvement, which he broke down into two factors: faster processors and better algorithms embedded in software. Processor speeds improved by a factor of 1,000, but these gains were dwarfed by the algorithms, which got 43,000 times better over the same period.” Brynjolfsson, Erik; McAfee, Andrew. Race Against The Machine
- 13. #2 – Disruption Means How We Engage our Staff in Technology Decisions Has to Change.
- 15. All of this translates into three very different perspectives that must be reconciled.
- 16. How can I do this as quickly and cheaply as possible? Can I buy a solution by the drink? How can I do this without involving IT? PROCESS
- 17. How can I do this as quickly and cheaply as possible? Can I buy a solution by the drink? Is this vendor reliable? How can I do this without involving IT? Is this solution scalable? secure? Am I going to be stuck supporting this solution? TECHNOLOGY PROCESS
- 18. How can I do this as quickly and cheaply as possible? Can I buy a solution by the drink? Is this vendor reliable? How can I do this without involving IT? Where should I put my stuff? Can work where and how I want? Is this solution scalable? secure? Am I going to be stuck supporting this solution? Do I have what I need to do my job? PEOPLE TECHNOLOGY PROCESS
- 19. #3 – Disruption Means That We Need to to Question Our Assumptions About Our Core Technology Platforms.
- 20. Legacy Modern AMS Suites drive processes Processes chosen best of breed Everything winds up in the AMS Data attached to processes Customization, not configuration Configuration, not customization Driven by IT and specialists Driven by end users & the business Closed or difficult APIs Open APIs Association owns upgrading Vendor owns upgrading Usability & mobility nice to have Usability & mobility core Buy technology by the gallon Buy technology by the drink Cloud maybe Cloud now
- 21. #4 – Disruption Means That Old Definitions of “Community” Need to Be Reinvented.
- 23. AGENDA: 5:00 PM - Registration/Networking/Cocktails 6:00 PM - Three Course Seated Dinner 6:45 PM - Presentation and Discussion 7:45 PM - Program Ends, Networking continues until 8:00 PM VENUE: Holiday Inn Capitol by the Smithsonian, 550 C Street, SW, Washington DC 20024
- 29. Association Community 1. Engagement is limited. 2. We own the platform and know the data. 3. We think “members- only.” 4. We focus on “discussions” 5. Mobile is a bit clunky. LinkedIn Community 1. Lots of engagement (but also a lot of selling). 2. We don’t own the platform and have no data. 3. LinkedIn can sc*** us anytime by changing the terms.
- 30. #5 – Disruption Means Looking at New Models…
- 37. Step 1 • One person (or a couple) reaches out to start a chapter. This is you (and a friend, maybe). Step 2 • We help the founder(s) (you) recruit a small team and launch a website Step 3 • You produce awesome content, throw great events, meet as a team and grow your website. Step 4 • You build a community around food and help an entire generation eat more intelligently.
- 38. #5 – Disruption Means Looking at New Models… “Engagement” in the Future will be all about Platforms that are Open, focused on Curated and User Generated Content, Mobile, and Integrated with Consumer Scale Social platforms.
- 39. What Does Disruption Mean? 5 Things. 1. Who We Represent and the Challenges They Face Are Radically Changing. 2. How We Deploy Technology Has To Change. 3. We Need to to Question Our Assumptions About Our Core Technology Platforms. 4. Old Definitions of “Community” Need to Be Reinvented. 5. Engagement in the Future is all about Platforms that are Open, Curated and Mobile.
- 40. Give me your card for a copy of the presentation
Editor's Notes
- #28: In last 6 months… 7,662 logins from 2,649 people 95 “communities” 190 Discussion Threads 86 in the core AIIM group 357 Public Replies 7 Forwards 111 Recommends
- #32: As of February, The Tab had raised $4 million and reached 77 American campuses, 52 British universities and one Canadian school.
- #33: 14,000+ content creators || 1,000+ local communities || 30M monthly uniques 50,000 pieces of content per month Odyssey raised $25 million in its first institutional investment round, Series B A small, central staff of professionals runs each outlet, while students write all of the articles.
- #34: Spoon U raised $2.7 million in summer 2015