{"id":297,"date":"2012-11-05T09:33:48","date_gmt":"2012-11-05T09:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter30962_297\/"},"modified":"2018-02-27T20:29:01","modified_gmt":"2018-02-27T20:29:01","slug":"what-associations-dont-get-about-technology","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/what-associations-dont-get-about-technology\/","title":{"rendered":"What Associations Still Don&#8217;t Get About Technology"},"content":{"rendered":"<figure id=\"attachment_5701\" aria-describedby=\"caption-attachment-5701\" style=\"width: 150px\" class=\"wp-caption alignright\"><img decoding=\"async\" class=\"size-thumbnail wp-image-5701\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/04\/Hank-Berkowitz-April-2016-600-x-600-150x150.jpg\" alt=\"Hank Berkowitz, Association Adviser\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/04\/Hank-Berkowitz-April-2016-600-x-600-150x150.jpg 150w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/04\/Hank-Berkowitz-April-2016-600-x-600-300x300.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/04\/Hank-Berkowitz-April-2016-600-x-600.jpg 600w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><figcaption id=\"caption-attachment-5701\" class=\"wp-caption-text\"><em>Hank Berkowitz, Association Adviser<\/em><\/figcaption><\/figure>\n<p>I once worked for a very large association that was continually reinventing itself. My former boss, who had an uncanny ability to get credit for our successes and dodge blame for our (many) failures, had a favorite saying, &#8220;The pioneers get the arrows and the settlers get the land.&#8221; In the never-ending race to stay current with members, experts tell us associations actually may be trying too hard to stay ahead of the technology curve. In other words, take the land, not the arrows in the chest.<\/p>\n<p>&#8220;I\u2019ve always felt you should stay slightly behind the curve, but ahead of the masses,&#8221; said Marcus Underwood, Naylor LLC\u2019s vice president of online solutions. &#8220;If you are ahead of the curve, most of your members will not be there with you, and the costs of technology are higher ahead of the curve. Be in the first wave behind the \u2018trailblazers.\u2019 They have taken the briars and thickets and cleared the way for you.&#8221;<\/p>\n<table style=\"background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse; border: black 1px solid;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: black 1px solid;\">\n<ul>\n<li>Technology should be viewed as a strategy, not as a cost-center.<\/li>\n<\/ul>\n<ul>\n<li>Too many associations have invested significantly in technology and are underutilizing it because they underestimate the staff time needed to use it correctly.<\/li>\n<\/ul>\n<ul>\n<li>You don\u2019t need to be on the cutting edge, but you need to stay current on what\u2019s happening in the for-profit world.<\/li>\n<\/ul>\n<ul>\n<li>Talk to other organizations and associations that have already implemented a tech solution that you\u2019re considering.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Renato Sogueco, CIO of the <a href=\"http:\/\/www.safnow.org\/\" target=\"_blank\" rel=\"noopener\">Society of American Florists<\/a> (SAF) and chair of the ASAE Technology Council, agreed. &#8220;You need to venture out into the for-profit world regularly to see what\u2019s coming next on the technology front. You don\u2019t need to be on the \u2018bleeding edge,\u2019 but there\u2019s no excuse for getting swept up unexpectedly in the next wave.&#8221; This approach also may help you keep your costs down when it\u2019s time to pull the trigger, he said.<\/p>\n<p>Diana Didia, CIO of the <a href=\"http:\/\/www.adr.org\" target=\"_blank\" rel=\"noopener\">American Arbitration Association<\/a> (AAA) agreed you don\u2019t need to be on the bleeding edge, but you need to stay aware. If nothing else, make sure your staff is using current collaboration tools\u2014something as simple is scheduling appointments automatically via Outlook. Make sure your staff at least has the same tech tools, resources and speed that they using at home. You want to avoid a situation in which your staff has more tech horsepower at home than they do at work. That can be very demotivating, she said.<\/p>\n<h3>Think strategy not cost center<\/h3>\n<p>According to Underwood, associations too often view technology as a cost center rather than a strategy. They need to be &#8220;less reactionary and more realistic&#8221; about the staffing resources needed to take advantage of their technology investments.<\/p>\n<p>Sogueco said associations often view technology as a Whack-a-Mole game for every new security, connectivity or data challenge that comes up. That\u2019s not a strategy. Technology should be a strategic initiative, starting at the board level, that helps your organization function more effectively at all levels.<\/p>\n<p>Didia agreed. In addition to being CIO, she\u2019s a senior vice president, which means she has a &#8220;seat at the executive table&#8221; and can influence many organization-wide business and strategic decisions\u2014not just technology ones.<\/p>\n<h3>Investing in your member database<\/h3>\n<p>Member databases are the lifeblood of most associations, but many readers tell us theirs is outdated, ignored and often underutilized. Case in point: Nearly 30 percent of leaders who responded to last month\u2019s <span style=\"font-style: italic;\">Association Adviser<\/span> reader poll said that changing or upgrading their member database would have the &#8220;single greatest impact&#8221; on their organization.<\/p>\n<p>That\u2019s not surprising, according to Fara Francis, CIO of the <a href=\"http:\/\/www.agc.org\" target=\"_blank\" rel=\"noopener\">Associated General Contractors of America<\/a> (AGC). &#8220;The challenges that many associations face are membership data manipulation, data integrity, data warehousing and data reporting,&#8221; she said. &#8220;Evidence of these issues revolves around the age of the database application, the out-of-date features and lacking functionality.&#8221;<\/p>\n<p>SAF\u2019s Sogueco said associations are increasingly learning to look at their members\u2019 psychographics and online behavior patterns\u2014not just their demographics and company contact information. &#8220;What does their LinkedIn and Facebook profile tell you about them? You need that personal connection to members if you want to stay relevant,&#8221; he said.<\/p>\n<h3>Importance of video<\/h3>\n<p>Nearly three in five respondents to a recent Association Adviser reader poll (59.1 percent) said they were currently using online video to connect with members or planning to do so this year.<\/p>\n<h3>Is your association using online video to enhance communication and education?<\/h3>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-2948\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/07\/June-2014-Video-Integration-graph.jpg\" alt=\"\" width=\"657\" height=\"406\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/07\/June-2014-Video-Integration-graph.jpg 657w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/07\/June-2014-Video-Integration-graph-300x185.jpg 300w\" sizes=\"(max-width: 657px) 100vw, 657px\" \/><\/p>\n<p>According to SAF\u2019s Sogueco, &#8220;there\u2019s a world of content out there that\u2019s just waiting to be videotaped.&#8221; He predicts that by 2013, video will account for 90 percent of what\u2019s shared on the web. &#8220;You have to ask yourself, \u2018How do we retool and make it valuable to members?\u2019&#8221; In fact, 17 percent of associations who responded to our recent reader poll said upgrading their video capabilities would have &#8220;the single greatest impact on their organization.&#8221;<\/p>\n<table style=\"background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse; border: black 1px solid;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: black 1px solid;\">For more on the staggering growth of online video, see Charles Popper\u2019s report in today\u2019s episode of <span style=\"text-decoration: underline;\"><a href=\"http:\/\/tv.associationadviser.com\">Association Adviser TV<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3>Tech mistakes and missed opportunities<\/h3>\n<p>&#8220;Associations often look at only the hard costs related to a technology and typically overlook the ongoing resources needed to use it effectively,&#8221; said Underwood. &#8220;One of the most common things we find is associations have invested (sometimes significantly) in technology and are underutilizing it because of all the staff time needed to use it correctly,&#8221; he said. &#8220;You must think beyond the sales-pitch and talk to other associations that have used the same technology. They will give you a better view of the \u2018real\u2019 costs of installing something new, and what pitfalls to avoid.&#8221;<\/p>\n<p>AGC\u2019s Francis agreed. &#8220;Associations often fail to consider the impact that new technology tools will have on the organization\u2019s overall infrastructure. Too many associations are operating without an IT strategic plan.&#8221;<\/p>\n<h3>Build or buy?<\/h3>\n<p>In most cases, outsourcing will provide you with a better product over the long haul because the outsourced vendor will dedicate the resources to continuous improvement of the product functionality, said Underwood. In-house solutions can be cheaper and more customized, but they tend to age and become a drain on resources over time. According to Francis, if you\u2019re going the in-house route, you need to assess if you can really build it fast enough, test it and implement it to meet the project deadline? &#8220;If the decision is to outsource instead, do strict due diligence on the outsource partner\u2019s reputation.&#8221;<\/p>\n<h3>Closing the technology generation gap<\/h3>\n<p>&#8220;You can\u2019t interact with your 25-year-old members the way you interact with your 50-year-olds, noted Dan Seligson a search engine and website optimization expert from Norwalk, Conn. &#8220;Each form of engagement has to be customized.&#8221;<\/p>\n<p>AGC\u2019s Francis said your annual events are a great venue for introducing simple technology applications to older members and other tech-shy members. Like AGC, SAF also uses its conferences to introduce less tech-savvy members to its new tools and applications.<\/p>\n<p>Which social media platform is best for associations?<\/p>\n<p>If you only have time to put effort into one, then Naylor\u2019s Underwood recommended Twitter. &#8220;It\u2019s great at driving awareness, general communication and promotion. It can be automatically integrated into your Facebook page, making the content there fresher,&#8221; he said.<\/p>\n<p>AGC\u2019s Francis suggested beginning with Facebook. &#8220;It\u2019s easy to use, very popular and allows for member participation and member contribution.&#8221; Also remember that &#8220;digital natives&#8221; jump around a lot on their devices. &#8220;It\u2019s imperative that information on all your Web-related platforms is current. You should also provide social vehicles for these individuals to connect and share,&#8221; she added.<\/p>\n<p>According to Sogueco, you have to do your research first. Find out where your members and customers are. &#8220;In our case, it\u2019s Facebook. We do engage with our members on our fan page, but it\u2019s mainly for non-members to get to know us in a comfortable, non-threatening way.&#8221;<\/p>\n<p>AAA\u2019s Didia pointed to LinkedIn, particularly to LinkedIn groups. &#8220;Our new marketing director has been educating our sales reps about relevant discussion groups they can follow about arbitration topics. It\u2019s a great way to stay current on what\u2019s going on, find the industry influencers and look for leads,&#8221; Didia said.\u00a0The AAA is also gaining traction with its <a>white box<\/a> social media solution.<\/p>\n<h3>Conclusion<\/h3>\n<p>With limited staffing and resources, associations need to be sure they\u2019re investing in what their members really want, said Underwood. &#8220;That\u2019s why it is so important to survey your audience and measure the response to your online initiatives.&#8221;<\/p>\n<p>Sogueco said one of the best ways to get rapid adoption with a new tech initiative is to make it &#8220;a play activity, not a work activity.&#8221; Encourage your early-adopter members and staff to help your less tech-savvy members and staff get up to speed one app at a time. &#8220;We tell them: \u2018Surprise your kids and grandkids about what you know how to do online,\u2019&#8221; he said.<\/p>\n<p>If only we had that philosophy back at the AAFNO (American Association of From Now On) each time a new technology initiative was pushed down on us from above. We could have spent more time settling into productive work and less time dodging arrows.<\/p>\n<p><em>Hank Berkowitz is the moderator-in-chief of Association Adviser.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Experts say technology is a strategy, not a cost center. Too many associations have invested significantly in technology and are underutilizing it because they underestimate the staff time needed to use it correctly. Do you really need to be on the &#8220;bleeding edge?&#8221;<br \/>\n<em>By Hank Berkowitz<\/em><\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-297","post","type-post","status-publish","format-standard","hentry","category-features"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Associations Still Don&#039;t Get About Technology - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/what-associations-dont-get-about-technology\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Associations Still Don&#039;t Get About Technology - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Experts say technology is a strategy, not a cost center. 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