Big Bang Disruption: 5 Technologies and Trends That Should Be On Your Association's Radar

Big Bang Disruption: 5 Technologies & Trends That Should Be On Your Radar

YM Thought Leadership Series

Presenter: Kathie Pugaczewski, CAE, CMP

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Today’s PresentersKathie Pugaczewski, CAE, CMP

• VP of Communication & Technology, Professional Development, Ewald Consulting

• 25+ years of association management experience

• Focus on technology/data platform strategy, marketing communications, conference management, continuing education and certification programs.

• Been with Ewald Consulting for 10 years

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• This webinar is eligible for 1 CAE Credit • This webinar is being recorded for later view• You will receive a post webinar email with:

• A link to the certificate for CAE credit• A link to the recording

• Please participate in today’s polls questions• We look forward to sharing your responses

• Ask you questions throughout the webinar• Input your questions into the chat box anytime during the

presentation• We will get to as many questions as time allows

Housekeeping

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Current Environment

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Disruptive innovation describes

a process by which a product

or service takes root initially in

simple applications at the

bottom of a market and then

relentlessly moves “up market,”

eventually displacing

established competitors. – Clayton M. Christensen (1997)

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By only pursuing “sustaining innovations” that perpetuate what has historically helped them succeed, companies unwittingly open the door to “disruptive innovations.”

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Disruptor

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Disruptee

• Cellular phones

• Community colleges

• Discount retailers

• Retail medical clinics

• Online Job Boards

• Fixed line telephony

• Four-year colleges

• Full-service department stores

• Traditional doctor’s offices

• Newspapers - Classified Ads

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Disruptor

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Disruptee

• Amazon

• iTunes

• NetFlix, Hulu, Amazon

• Mobile Computing

• Social Networking

• Brick and Mortar Shopping

• Music industry

• Television

• Traditional websites

• Membership Organizations

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Disruption for Associations

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Big Bang Disruption Attributes

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• Unplanned• Unintentional• Do not follow conventional

paths or normal patterns of market adoption

• More inventive• Better integrated

- Larry Downes & Paul Nunes, 2014

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Rate of Adoption Shift

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Business Model Innovation-Disruptors

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#4. Uber - A $50 billion on-demand rideNow expanding - UberPool service, a ride-sharing initiative that lets multiple passengers heading to the same place and split the cost.

#5. Airbnb - The newest idea in room service: Renting one.Airbnb is an online marketplace that allows people with extra rooms, or even a couch, to rent to folks visiting their city.

2015 CNBC Disruptor Company List: http://www.cnbc.com/2015/05/12/cnbc-disruptor-50.html

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MembershipCommunicationProfessional DevelopmentConferences

Technology & Trends by Area

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Membership

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• Access not ownership • Ala carte• Over deliver• Emotional connection • Relationship not

transaction• Subscribers• Free, trial, perpetual

membership, monthly dues

What percentage of budget income is membership dues?• 75%+• 50-75%• 25-50%• Less than 25%

Poll Question

How have your membership numbers been trending in the past 2 years?• Increasing• Decreasing• Maintaining

Poll Question

Are you offering a free membership option?• Yes• No

Poll Question

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Humans process images 60,000 times faster than text

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• Graphic design• Original photography• Social media• Video• Infographics• Content development • Context

Designed  by  Freepik

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• Personalization: merge first name, organization• Calls to Action: in emails and on website sliders

Orange – Immediate Action; Blue – Trust & SecurityYellow – Attention; Green – Growth & Relaxation44 x 44 pixels

• Use specific action words: “Download this Guide,” not “Click Here”

• Subject lines: 10-40 characters (25-30 mobile); use complimentary (not free); you or your

• Images: paint the picture, branded, compress files• Paragraphs: 5 lines or less

Email Practices

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Accessing, analyzing and synthesizing information

Adaptability

Innovation

Entrepreneurship

Critical thinking

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Vision: Ewald Consulting Professional Development provides an innovative, lifelong learning path for professionals to gain confidence and expertise in their career.

How we will get there: Assessment, Engagement, Collaboration, Relevant and Quality Offerings, Knowledge Management, Thought Leadership, Instructional Design

Professional Development

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How We Learn

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Over the past three years, is your conference attendance• Increasing• Decreasing• Same

Poll Question

• Over the past three years, is your conference revenue:

• Increasing• Decreasing• Stable

Poll Question

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• Why before how: philosophy is important• Knowing comes from doing and teaching others how• Action counts more than elegant plans and concepts• There is NO doing without mistakes. • Fear fosters knowing-doing gaps, so drive out fear• Beware of false analogies: fight the competition, not each other.• Measure what matters and what can help turn knowledge into

action.• What leaders do, how they spend their time and how they

allocate resources, matters.- Jeffrey Pfeffer & Robert Sutton

Knowing & Doing Gap

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How to Survive Disruption & Create Some Disruption of Your Own?

• Meditation, introspection, and journaling • Companies with programs: Adobe, Aetna, Apple,

General Mills, Goldman Sachs, Google, Medtronic, Target

• 30 years of academic and scientific research• Clarity, focus, employee loyalty, creativity

Mindfulness

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Action Plan

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1. Question everything you do and how/why – NOW2. Make transactions easy, focus on relationships –

CUSTOMER SERVICE3. Make best practices your standard practices –

RESEARCH TEAMS4. Get Members Involved – THINK TANK, THOUGHT

LEADERS, CONTENT, CONTEXT, INFLUENCE5. Move, and quickly! – AGILITY WINS 6. Analysis should inspire action – USE YOUR DATA 7. Don’t get distracted by the noise – FOCUS 8. Be the disruptor, not the disruptee – CREATE A

NEW MODEL BEFORE SOMEONE ELSE DOES IT TO YOU

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Resources

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Strategy & Innovation• Membership Economy, Robbie Kellman Baxter -

www.membershipeconomy.com• Clayton M. Christensen - www.claytonchristensen.com• Accenture – www.accenture.com• Gartner - www.gartner.com• Forrester - www.forrester.com• Harvard Business Review – www.hbr.org• McKinsey Insights - www.mckinsey.com• Eden McCallum - http://edenmccallum.com• Business Talent Group - http://businesstalentgroup.com

Professional Development, Learning, Conferences• Elliot Masie – www.masie.com• Jeff Hurt - www.velvetchainsaw.com• Tagoras - www.tagoras.com• Training Magazine – www.trainingmag.com• Brain Science: http://www.brainrules.net

Content/Communications• Website Magazine: www.websitemagazine.com• Content Marketing Institute: www.contentmarketinginstitute.com• HubSpot: www.hubspot.com

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Thank you!

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Kathie Pugaczewski, CAE, CMPVice President, Communication &

Technology, Professional Development

[email protected]

@kathiep

Available August 27, 2015https://www.youtube.com/user/yourmembership

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