Creating the Ultimate Member Experience

1© Aptify Corporation. Confidential and Proprietary, All Rights Reserved

“Creating the Ultimate Member Experience”Aptify & Higher Logic Joint Webinar

March 25, 2009,12 PM EST


Scott StoneVice President, Sales Aptify

Suzanne CarawanVice President, Marketing & StrategyHigher Logic


www.aptify.com | 800-355-6738

• Pain-free interaction with your organization at every touch point– Uninterrupted experience– Predictable – Validation of importance of users’ time– Attitude of gratitude– Recognition– Unexpected rewards

What is the Ultimate Member Experience? (UMX)



• Companies can add 25-95% net increase to their bottom line by retaining just 5% more of their customers.*

• Loyal customers are worth more and create additional customers through word-of-mouth.

*Statistics from SOCAP International

Why Create the UMX?



• If you take a group of customers that is worth $1 million in sales during the first year, these are the customer values after 10 years with a: – 70% retention rate $4,038,000 – 80% retention rate $6,012,000 – 90% retention rate $9,562,000

• Using the 10 year revenues from a 70 percent retention rate: – A 10% increase will increase revenue by 49% – A 20% increase will increase revenue by 137% *

*Statistics from SOCAP International

Why Create the UMX?



• Infrastructure that allows for easy storage, retrieval, manipulation and analysis of data at the individual and group level

• Infrastructure that is open to connect with other systems to allow for the exchange, import and export of necessary data to create the full profile of each user

Enabling the UMX: What Does it Take?



• Contact management• Commerce management• Activity management• Relationship management• Document management• Social media management*• Social networking capabilities*

Enabling the UMX: Today’s Tools



• A social network is a good addition for your members. A social network tied to Aptify is great for your members!

• Social Networks enable groups of like-minded individuals to congregate and share knowledge ...sound familiar?

• Integration is where the value comes from, and is highly dependent on the AMS.

• The AMS must seamlessly transfer relationship and interest information in and out of database. Aptify already does this!

Social Networking Overview



• Members are the experts• Empower members to self-select into groups

and directly interact• Your organization’s website is the new

conference room: be at the center of the discussion and capture the information

• Gather user behavior data at the individual and group level

The UMX: Why Social Networking?



Social Networking Approaches

• Anyone can access personal and/or professional information

• Less secure

• Specific to an organization’s brand, mission, interests, values and events

• Members-only

Public Networks Private Label Solutions



The Solution “Ecosystem”

Aptify Platform

Aptify CRM

Aptify Application Modules

Aptifye-Business

ContentManagement

SocialNetworking

Internet Access



The Solution “Ecosystem”

• Add Graphic



Integrating Social Media with an AMS

– Access to new sources of relevant information generated by experts in the field

Member Benefits

– Ability to form/create communities or groups based on interests, hobbies, etc.

– Auto-prompting of people that you should know to facilitate faster networking

– Ability to stay in touch (through career changes and/or life changing moments)

– Geographic, demographic boundaries are no longer an issue– Reduces barriers to entry

– Faster engagement and rapport-building




– Institute the value of your organizations brand

Associations

– Embrace new technologies (both from an individual and association perspective)

– Leverage information to improve business practices/processes

– Reach a diverse segment of the population • Professional Communities/Groups • Fans/Friends • Professional Interests/Hobbies • Take sub-service strategies to the next level!

– Free your staff for other important work




– Incorporate viral marketing and member referral campaigns• Fundraising, membership, campaigns, grass-roots and events

Examples

– Use as a recruitment tool

– Use as a marketing tool

– Manage a member’s change in employers

– Advance social causes

– Establish and grow an interactive knowledge base



Open Social & Aptify’s Open Web Services

• Support plan for Open Social

• Aptify’s Open Web Services (Fusion’s CoP, Higher Logic, etc.)– Aptify’s embedded components

• Future uses of social media

Open Social is a set of common application programming interfaces (APIs) for web-based social network applications, developed by Google along with MySpace and a number of other social networks.



• Security issues• Branding/marketing concerns• Availability of resources • Advanced planning (think about strategy upfront) • User adoption• Metrics

Pitfalls/Concerns



CONFIDENTIAL

UMX: Social Networked Experience

Data from Aptify



CONFIDENTIAL


Data from Aptify

Data from Aptify



CONFIDENTIAL


Access to library and viewing / submission permissions based on data in Aptify



• Open, flexible infrastructure to allow data exchange and storage with other systems

• Member-centric tools that allow users to be the expert and decide their own connections/interactions with peers through your website

• Your organization is the facilitator and provides an uninterrupted, delightful user experience so that users can directly engage with one another

UMX: Summary



Q & A

Questions?


Creating the Ultimate Member Experience

Technology

social networked

integrating

open social

wikipedia

solution ecosystem

rights reserved

organizations

socap international