{"id":382,"date":"2012-11-05T09:33:49","date_gmt":"2012-11-05T09:33:49","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter25004_382\/"},"modified":"2012-11-05T09:33:49","modified_gmt":"2012-11-05T09:33:49","slug":"newsletter25004_382","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter25004_382\/","title":{"rendered":"Association Tech Trends: Research and Stories from the Front Lines"},"content":{"rendered":"<p><img decoding=\"async\" style=\"width: 95px; height: 92px; margin-right: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg\" alt=\"\" align=\"left\" \/><span style=\"font-size: 10pt;\"><span style=\"font-style: italic;\">By Hank Berkowitz<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;In 2010 we were a 1970 association. Now we\u2019re a 2015 association that\u2019s cool and cutting edge,&#8221; related Mike Hyland, the <a href=\"http:\/\/www.publicpower.org\" target=\"_blank\">American Public Power Association\u2019s<\/a> (APPA) vice president of engineering. What caused the sudden change in member perception? It was APPA\u2019s experience with the iPad <a href=\"http:\/\/squareup.com\/\" target=\"_blank\"><span style=\"font-style: italic; font-size: 10pt;\">Square<\/span> app<\/a> at a recent Lineworkers Rodeo event it hosted. If you haven\u2019t seen the Square in action, it comes with a peripheral credit card swiper that lets any merchant or organization take credit card or cash payments directly on their iPhones or iPads. The technology enables you to accept finger signatures on the touchscreen, generate email or SMS receipts to the customer\u2019s iPhone or other mobile device, calculate sales tax and generate an online accounting dashboard to keep track of sales. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Hyland said APPA had a huge increase in sales of on-site merchandise and pre-workshop courses thanks to the iPad app. In addition to the revenue boost, APPA can eliminate carbon paper, can process orders long before getting back to the office and now has better intelligence about future program content inventory needs.<\/span><\/p>\n<p><span style=\"font-weight: bold;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/span><\/p>\n<table style=\"border: 1px solid black; background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">Associations must balance the pressure to appear cutting edge with the resources needed to build and maintain new tools and resources for members. <\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">When it comes to technology and connectivity, associations cannot wait for members to tell them what they want. They have to be proactive about anticipating and serving members on members\u2019 own terms. <\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Thanks to low-cost, easy-to-implement technology, mobile devices can become cash registers, websites can become customer-service tools, videos can become member-recruitment tools and blogs can become business-development tools.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Great Time for Associations to Be Aggressive<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Despite the tough economic climate, Naylor CEO and President Alex DeBarr said that now is an unusually ripe time for associations to experiment with new tools to get a leg up on their for-profit competitors. &#8220;Many trade publishers,&#8221; he said, &#8220;are in the grasp of painful reorganizations without an association\u2019s cushion of dues revenue and professional education income. As a result, the cost of their stumbles is much higher and they\u2019re not as nimble as they used to be.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Kim Howard, editor-in-chief of <span style=\"font-style: italic; font-size: 10pt;\">ACC Docket, <\/span>theflagship publication of the 26,000-member <a href=\"http:\/\/www.acc.com\/\" target=\"_blank\">Association of Corporate Counsel<\/a> (ACC), agreed. &#8220;You have to be ready for all the digital natives coming up in their careers,&#8221; she said. &#8220;They\u2019re used to getting information wherever they are, whenever they want and in the format they want.&#8221; <\/span><\/p>\n<p>&#8220;Change can be scary for associations,&#8221; observed Charles Sadler, <span style=\"font-size: 10pt;\">executive director of the 4,000-member <a href=\"http:\/\/www.sgmp.org\/\" target=\"_blank\">Society of Government Meeting Planners<\/a> (SGMP). But they have to do something to keep up with the times.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;I\u2019d rather be a leader of the pack than a follower,&#8221; Howard added. &#8220;You can\u2019t wait for members to tell you what they want. You have to be proactive.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">READER<\/span> <span style=\"font-style: italic; font-size: 10pt;\">NOTE: More examples of ACC\u2019s integrated communication appear later in this article.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: bold;\"><img decoding=\"async\" style=\"width: 493px; height: 252px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aaenewsmay11%20graph2.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Video is Gaining Traction<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">As our <a href=\"https:\/\/ssl.naylor.com\/benchmarking\/\" target=\"_blank\">2011 Association Communications Benchmarking<\/a> survey recently revealed, nearly half (40.1 percent) of associations will be increasing their investment in videos and podcasting during the next 12 months. The Washington, DC-based <a href=\"http:\/\/www.asid.org\" target=\"_blank\">American Society of Interior Designers<\/a> (ASID) has been using <a href=\"http:\/\/www.asid.org\/designknowledge\/sustain\/video_series\/\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">video podcasting<\/span><\/a> to get information out to members and the design community at large, said Michael Berens, ASID\u2019s director of research. &#8220;Our members are very visual. They\u2019re in a people-oriented business. Video is much more effective for explaining design concepts than a book, magazine article or even a static Web page.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"border: 1px solid #000000; margin-top: 5px; margin-bottom: 5px; margin-right: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aa%20may%2011%20lead%20story%20graphic%201.jpg\" alt=\"\" align=\"left\" \/><\/span><span style=\"font-size: 10pt;\">In addition to using video for professional best practices, Berens said ASID\u2019s member <a href=\"http:\/\/www.asid.org\/media\/testimonials\/\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">testimonial videos<\/span><\/a> have proven very popular as recruiting and retention tools.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">The 500-member <a href=\"http:\/\/gsae.org\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">Georgia Society of Association Executives<\/span><\/a> <\/span>(GSAE) has also received strong feedback about the new video &#8220;vignettes&#8221; on its website. According to GSAE President Wendy Kavanagh, CAE, the videos enable members to tell their stories based on the organization\u2019s branding linchpins such as <span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.youtube.com\/watch?v=KZS_Pk5PDK8\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">Advancing Your Career<\/span><\/a>, <a href=\"http:\/\/www.youtube.com\/watch?v=sMr2rZyI4bU\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">Learning by Leading<\/span><\/a>, <a href=\"http:\/\/www.youtube.com\/watch?v=nXPCycFkOEQ\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">Solving Today&#8217;s Problems<\/span><\/a><span style=\"font-size: 10pt;\"> and <\/span><a href=\"http:\/\/www.youtube.com\/watch?v=WyRk1qg348U\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">Expanding Your Network<\/span><\/a>.<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">The 1,050-member Texas Society of Association Executives (TSAE) effectively uses <a href=\"http:\/\/www.youtube.com\/user\/TxSAE?feature=mhum\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">video<\/span><\/a> to show members what they missed at recent gatherings such as its New Ideas Annual Conference. &#8220;There\u2019s no other way to convey the energy and excitement of the event,&#8221; said Josh Spradling, TSAE\u2019s communication &amp; marketing manager. &#8220;Once members see what they\u2019re missing and hear who\u2019s presenting, it\u2019s so much easier convince them to attend the next gathering,&#8221; he said.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">If you\u2019re thinking of recording events for your members, Spradling notes that while visual quality is important, many organizations overlook the importance of audio quality. Because your members are frequently multi-tasking at their desks, they will tend to listen to videos in the background as often as they choose to watch them. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;You can get by with a Flip camera if you\u2019re recording something very short that can be done in one take,&#8221; he said. But if you\u2019re doing longer-form content that requires editing, enlist the services of a professional, especially if you\u2019re recording from a site with hard-to-control lighting and background noise.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Technology\u2019s Role in Association Customer Service<\/span><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">\u00a0<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Our 2011 benchmarking data revealed that two out of three associations plan to use their websites, social media and webinars more frequently in the coming years to gain real-time feedback from members and help them solve problems.<\/span><\/p>\n<p><span style=\"font-weight: bold;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aaenewsmay11%20graph3%20v2.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">For example, ASID is using several online chat tools <\/span><img decoding=\"async\" style=\"border: 1px solid #000000; margin-top: 5px; margin-bottom: 5px; margin-left: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aa%20may%2011%20lead%20story%20graphic%202.jpg\" alt=\"\" align=\"right\" \/><span style=\"font-size: 10pt;\">from <a href=\"http:\/\/www.velaro.com\" target=\"_blank\">Velaro<\/a>. <\/span><span style=\"font-size: 10pt;\">&#8220;The feedback we get <\/span><span style=\"font-size: 10pt;\">from members and non-members that we help via the online chat is extremely positive and appreciative,&#8221; according to Kirstin Hellwig, ASID\u2019s associate executive director. In addition to the &#8220;click to chat&#8221; function, Hellwig said the organization also has a pop-up dialog box that appears on users\u2019 screens when they\u2019ve been inactive after 30 seconds. The popup (which appears only once per visit) asks the user if they need assistance. &#8220;The back-end benefit is that we can now track non-members and have their email addresses for follow up,&#8221; said Hellwig.<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Social Media\u2019s Role in Building Relationships<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">It\u2019s no surprise that social media platforms, policies and applications are top of mind for most associations these days, regardless of whether they\u2019ve joined the social networking bandwagon or are still on the fence. Our benchmarking research shows that nearly three in five (58.1 percent) associations will be investing more resources in social media during the next 12 months. Not only do two-thirds of associations say they have a dedicated employee or department assigned to handling their online presence, but some, such as ACC, have a full-time social media director on staff, according to Kim Howard. Below are some examples of how ACC integrates social media into its publishing channels: <\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-size: 10pt;\">ACC<\/span>Social Media<\/span><\/p>\n<table style=\"border: 1px solid black; background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">ACC Blog (main page)<\/span><\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.inhouseaccess.com\" target=\"_blank\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; text-decoration: underline;\">In-house <span style=\"font-style: italic; font-size: 10pt;\">ACC<\/span>ess<\/span><\/span><\/a><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Twitter: Kim Howard<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.twitter.com\/eicdocket\" target=\"_blank\">@eicdocket<\/a><\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Twitter: Official ACC Account<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.twitter.com\/accinhouse\" target=\"_blank\">@ACCInHouse<\/a><\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">ACC Docket Blog<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.inhouseaccess.com\/articles\/acc-docket\/\" target=\"_blank\">ACC Docket<\/a><\/span><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-style: italic; font-size: 10pt; font-weight: bold;\"><img decoding=\"async\" style=\"border: 1px solid #000000; margin-top: 5px; margin-bottom: 5px; margin-right: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aa%20may%2011%20lead%20story%20graphic%203.jpg\" alt=\"\" align=\"left\" \/><\/span><span style=\"font-size: 10pt;\">Other organizations find that social networking can also be used as a business-development tool. At ASID, Berens said members are doing a great deal of Tweeting and Facebook posting to market themselves. They\u2019re also blogging more than they used to. &#8220;They really want to position themselves as experts in their niche,&#8221; Berens said.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">While social media has relatively few technological and financial barriers to entry, it\u2019s not a &#8220;must-have&#8221; today at all associations. SGMP\u2019s Charles Sadler admits he\u2019s an &#8220;old school guy&#8221; whose organization is still coming up with the right social networking policies and procedures. &#8220;We need to make sure the social media we offer is integrated with our bigger communication platform. We want to set up each channel correctly and make sure it follows our brand messaging and consistency.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Phil Newsum, executive director of the <a href=\"http:\/\/www.adc-int.org\/\" target=\"_blank\">Association of Diving Contractors International<\/a> (ADCI), says his organization serves a highly regulated industry and he\u2019s not heavily engaged in social media because of staffing limitations and privacy concerns.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;It\u2019s not because I don\u2019t think it has value\u2014even Fortune 500 companies are embracing it\u2014but you must be very careful if you have a Facebook or Twitter page. Who\u2019s going to update the page? Who\u2019s going to respond? Who\u2019s got social media expertise? These are 24\/7 time commitments. It takes lots of bandwidth to keep it up, and you have to be sure a reputable staff member, board member or volunteer is posting accurate information on your behalf.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Mobile Drives Communication Technology<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">The mobile phone will probably drive the communication technology of the future, predicts ACC\u2019s Howard. &#8220;Members always have mobile devices with them. When ACC interviews a subject for its magazine, it also records an audio file of the interview. Outtakes from the interview that don\u2019t make it to the print magazine can be furnished as additional premium content for the e-zine, website, RSS feeds and mobile channels,&#8221; she said.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Along with the printed copy, the <a href=\"http:\/\/www.acc.com\/accdocket\/index.cfm\" target=\"_blank\"><span style=\"font-size: 10pt; text-decoration: underline;\">ACC Digital Docket<\/span><\/a> is convenient for frequent travelers and on-the-go professionals who want the insights of corporate counsel\u2019s magazine at their fingertips. Members can also use the ACC Digital Docket to access issues back to October 2007 or search the archives for even older content.<span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">\u00a0<\/span><\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">\u00a0<\/span><\/span>APPA\u2019s Mike Hyland said his organization is developing mobile apps for linemans\u2019 safety manuals and procedures. Before climbing a dangerous pole in the field, utility workers will soon be able to download the safety information and best practices right onto their iPhone or iTouch.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Like APPA\u2019s members, ASID members are frequently on the job site rather than at their desks. &#8220;They live on their smart phones and iPads,&#8221; said ASID\u2019s Berens. The next iteration of ASID\u2019s website will be more mobile friendly, like the organization\u2019s new portal <a href=\"http:\/\/icon.asid.org\/\" target=\"_blank\"><span style=\"font-style: italic; font-size: 10pt;\">ASID Icon<\/span><\/a> which, according to Berens, integrates &#8220;everything that\u2019s happening at ASID&#8221; from its magazine and newsletters to its web-only content. This content includes interviews, articles, photos, case studies, blog posts and more.<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Private Social Networks<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Nearly one in five (17 percent) respondents to our <span style=\"font-style: italic; font-size: 10pt;\">2011 Association Communication Benchmarking Survey<\/span> said they planned to invest more resources into private social networks. And that\u2019s an area people are still grappling with, said TSAE\u2019s Spradling. &#8220;Private networks and forums are not going to get you the broad reach and (new member interest) that you\u2019d potentially get via an open forum on Facebook, Twitter or LinkedIn,&#8221; Spradling said, &#8220;But you have much more control over who\u2019s involved and a higher level of trust between participants.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">You want the forum to be large enough so that a small number of people can\u2019t dominate the conversation, but small enough so that it\u2019s got a sense of intimacy, collegiality and trust, Berens said. &#8220;You always want to know who\u2019s really sharing that expertise or making a product or vendor recommendation.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Associations have a responsibility to be the leaders in their industries,&#8221; said Naylor\u2019s DeBarr. &#8220;In this era of information overload and communication clutter, they need to use all the tools at their disposal to develop a leadership brand to make their voices louder and stronger.&#8221; <\/span><\/p>\n<p><span style=\"font-style: italic; font-size: 10pt;\">Reader Note: <\/span><span style=\"font-size: 10pt; font-style: italic;\">Reader Note: Fellow <\/span><span style=\"font-size: 10pt;\">Association Adviser <\/span><span style=\"font-size: 12pt;\">e<\/span><span style=\"font-size: 10pt;\">news<span style=\"font-style: italic;\"> columnist <span style=\"color: #000000;\">Dana Plotke\u00a0will be speaking with ASID\u2019s Michael Berens<\/span> about communication\u00a0integration at next month\u2019s <\/span><a title=\"http:\/\/associationmediaandpublishing.org\/annualmeeting\" href=\"http:\/\/associationmediaandpublishing.org\/annualmeeting\" target=\"_blank\"><span style=\"font-style: italic;\">Association Media\u00a0&amp; Publishing Annual Conference<\/span><\/a><span style=\"font-style: italic;\"> in Washington, D.C.<br \/>\n<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><a href=\"mailto:hberkowitz@naylor.com?subject=Association Tech Trends\" target=\"_blank\"><span style=\"font-style: italic; font-size: 10pt;\">Hank Berkowitz<\/span><\/a><\/span> <span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">is the moderator-in-chief of <\/span>Association Adviser <span style=\"font-size: 12pt;\">e<\/span>news.<\/span><\/p>\n<div>\n<div style=\"text-align: center;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">\u00a0<\/span><\/span><\/span><\/p>\n<table style=\"border: 1px solid black; background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black; text-align: center;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <\/span><\/span><a href=\"mailto:associationadviser@naylor.com?subject=May%20lead%20story\" target=\"_blank\"><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">here<\/span><\/span><\/a>.<\/span><span style=\"color: #333333; font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 13px; line-height: 19px;\">\u00a0<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Membership organizations are aggressively experimenting with myriad tools and channels. They must balance the pressure to appear cutting edge with the resources needed to build and maintain new resources for members.<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":[31,6],"tags":[],"class_list":["post-382","post","type-post","status-publish","format-standard","hentry","category-features","category-technology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Association Tech Trends: Research and Stories from the Front Lines - 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\/newsletter25004_382\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Association Tech Trends: Research and Stories from the Front Lines - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Membership organizations are aggressively experimenting with myriad tools and channels. They must balance the pressure to appear cutting edge with the resources needed to build and maintain new resources for members. 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