CIBTM Knowledge 中国会议周

Association Meetings: Strategic Roles and Trends 协会会议的战略角色和趋势 Maria Tong 童英 ASAE: American Society for Association Executives 美国社团管理者协会 China Representative 中国代表

Agenda演讲内容 Who We Are 关于ASAE Strategic Roles of Association Meetings 协会会议的战略角色 Association Meetings in the US 美国协会会议市场 Trends Impacting Associations Meetings 协会会议的趋势 Suggestions建议 Q&A 常见问题

Who We Are 我们是谁

Who We Are我们是谁 Founded in 1920 1920年成立 Based in Washington, DC 位于华盛顿 22,000 members 22，000个会员 11,000 organizations 来自11，000个组织 United States and 50 countries 来自美国等50个国家 ASAE is a membership organization of more than 22,000 association executives and industry partners representing more than 11,000 organizations. Its members manage leading trade associations, individual membership societies and voluntary organizations across the United States and in nearly 50 countries around the world.

Who We Are我们是谁

Who We Are我们是谁 Combined: 组合的 Members are both companies and individuals, like the Institute of Real Estate Management 会员包括公司和个人，比如不动产管理学会 Individual:个人 Members are Individuals who work at other associations, such as the American Medical Association staff 在其他协会工作的个人，比如美国医疗协会 Trade:行业 Companies are the primary members such as Printing Industries of America公司会员，比如美国印刷行业

Who We Are我们是谁 70% of ASAE’s membership is composed of executives and top management staff 70%的ASAE会员是由高管人员组成

What We Provide ASAE-学习与沟通平台 LEARNING 学习平台 KNOWLEDGE 知识资源 COMMUNITY 社交平台 ADVOCACY 倡导 ASAE is the premier source of learning, knowledge and future-oriented research for the association and nonprofit profession, and provides resources, education, ideas and advocacy to enhance the power and performance of the association and nonprofit community. Education: CAE, CPAM, conference, Research: books Community: Power of A

Strategic Roles of Association Meetings 协会会议的战略角色

What is Association?什么是协会? An organization or group of individuals affiliated with one another who share a common purpose, interest, or mission and exist for the mutual enrichment and advancement of their membership. 由具有共同目的和兴趣或使命的人们组成的，并为会员的利益和发展而存在团体或组织。 1 in 3 Remove this page? One out of every three Americans is part of the association industry, as a member, volunteer or an employee

Strategic Roles of Association Meetings 协会会议的战略角色 Meetings help association to achieve its mission and membership value 会议体现协会的使命和会员价值 Meetings mean business Meetings foster core membership Meetings enhance association brand This is different from corporate meetings. Mission is the association’s core purpose, and reason for existence. Usually it is to Delivers education, knowledge, advance industry and profession, etc. Meeting is a channel for providing educaitonal programs.

Association Value协会的价值 Learning 学习系统 Knowledge知识信息 Community 交流平台 Advocacy倡导主张 是ASAE，也是大多数协会的功能

Association Benefits 协会的会员权益 Access to the most up to date information available获得信息 4.22 Professional development or educational program offerings 职业发展和学习机会 3.91 Opportunities for you to network with other professionals 与同行交流机会 3.72 Access to career information and employment opportunities 3.39 Access to products, services and suppliers 3.21 Opportunities to gain leadership experience 3.05 A reference directory of members/practitioners 2.93 Member discounts or group purchasing activities 2.85

Strategic Roles of Association Meetings 协会会议的战略角色 Meetings help association to achieve its mission and membership value Meetings mean business 会议意味着商机 Meetings foster and engage membership Meetings enhance association brand Mission is the association’s core purpose, and reason for existence. Usually it is to Delivers education, knowledge, Educates, advances, improves

Association revenue source 协会收入来源 其他：刊物，书籍，标准， 增殖服务。

Conference Revenue会议收入 Registration 注册费收入 Sponsorship 赞助收入 Exhibition sales 展览收入 参会人数/赞助和展览销售的利润比例: 60/40 会议带动协会其他附加产品, 如刊物，培训项目，会籍

Meetings bring in other growth 会议带来其他增长 以美国为例: $263 Billion in Spending 2630亿$支出 1.7 Million U.S. Jobs 170万美国就业机会 $106 Billion in Contributions to GDP 1060$亿GDP贡献 $14.3 Billion in Federal Tax Revenue 143$亿联邦税收 $11.3 Billion in State and Local Tax Revenue 113$亿州和当地税务收入 $60 Billion in U.S. Labor Income 600$亿美国劳工收入

Strategic Roles of Association Meetings 协会会议的战略角色 Meetings help association to achieve its mission and membership value Meetings mean business Meetings enhance association brand 会议提升协会品牌 This is different from corporate meetings. Mission is the association’s core purpose, and reason for existence. Usually it is to Delivers education, knowledge, advance industry and profession, etc. Meeting is a channel for providing educaitonal programs.

Public Relations Outreach 公关宣传活动 以ASAE 2012年达拉斯年会为例 Public Relations Outreach 公关宣传活动 Media Tour (July 2012) 媒 体展示（2012年7月） Press releases before/after Annual Meeting（会前和会后报道） More than 130 media hits 超过130家的媒体 Onsite press conference 活动现场的新闻发布会 Marketing Support 营销策略 Regional markets information 区域市场信息 Activities in major ASAE events 同期活动(Springtime, etc.) Dedicated website 专门的活动网站 专门的人员

Accounts Tweeting- 1,946 1,946条群发信息 Tweets - 16,820 16,820条Twitter信息 Accounts Tweeting- 1,946 1,946条群发信息 App Downloads 973 973次App软件下载 App Usage Sessions - 31,753   App使用率31,753次 Heavily promoted the conference hashtag 着重宣传年会品牌 Encouraged volunteers and local businesses to tweet with hashtag 鼓励协会志 愿者和本地合作方帮助宣传年会品牌 Responded to attendees’ Tweets 积极回应参会者提出的问题或投诉 The percentage of respondents who plan to attend the Annual Meeting in Dallas next year is 60.2, compared to 61.8 in 2011 and 49.6% in 2010. 从15人 到6000人 Facebook – 500+ likes Facebook超过500个关注

Association Meetings in the US 美国协会会议的现状

Association Meetings协会会议 U.S. Associations:美国协会 Plan nearly 400,000 meetings, expositions and seminars annually计划每年近400，000的会议，展览和研讨会。 Sponsor 47 of the top 50 tradeshows held in the United States 美国前50名展会有47家由协会主办。 Purchase approximately $1 billion annually in computer hardware and software 这些会议及展会每年在计算机硬件和软件采购上花费近10亿 There are roughly 92,000 trade and professional associations in the U.S.在美国大概有92，000的行业和专业学会。 There are nearly 1.3 million charities, foundations, and similar organizations.有近130万的慈善机构，基金会和相关机构。 Other types of tax-exempt entities in the U.S. include social welfare organizations, labor unions, colleges and universities, churches, veterans’ groups, and more.其他形式的美国免税机构，包括社会福利机构，劳工联盟，学院和大学，教堂，退伍军人集体等。

Association Meetings协会会议 U.S. Associations: 美国的协会 47% have meetings outside of the U.S. 47%在美国以外举办会议 42% have international members 42%举办国际会员 35% have international components 35%有国际分支机构 27% have international board members 27%有国际理事会成员 17% have offices outside of the U.S. 17%在美国以外有办公室

Asia a Key Destination亚洲是一个核心的目的地 International Destinations Considered by U.S. 美国考虑的国际目的地 Association for Future Meetings未来协会会议 # % Africa 非洲 53 14 Asia 亚洲 155 42 Australia 澳洲 89 24 Canada 加拿大 263 73 Caribbean 加勒比海 96 26 Caribbean – Puerto Rico加勒比海-波多黎各 100 27 Europe 欧洲 210 58 Latin America拉美 92 25 South America 南美 107 29 US - Mexico 美国—墨西哥 214 59 369人进行调查显示。

Trends Impacting Association Meetings 影响协会会议的趋势

Trends趋势 Technology Driven 技术驱动 Mobile 手机 Virtual/Hybrid Meeting 虚拟/混合式 Social technology 社交媒体记述 Industry Driven 产业驱动 Growth will be spurred by select clients/industries 优秀的客户和行业会刺激会议产业的增长 Educational Design 内容形式设计 Experiential 体验式 Gaming 游戏竞技类 Sustainability “Paper” to “Paper-light or Paper less”. (Smart Phone/Tablet) 趋于少纸 Include sustainability requirements in their RFP process.招标书包含环保要求 Natural，shared resources and local resources will be “In” … Waste “Out”推崇天然资源, 共享资源和本地资源，摒弃浪费 Experiential: 1)曾在会上开展名为“厨艺领袖”的比赛，将20个人分为4组比拼厨艺，而每组的5个陌生人要想获胜就必须有人担当领导者才行。 Gaming: 1) Farmville 开心农场and World of Warcraft 魔兽世界 2）2013 AM: 5K Fun Run Registration donates to local society.

建议 Know your members and your potential members – what problems are they trying to solve. Design a meeting aligned with the need of your members， customers and industry. 了解协会的会员和潜在会员，明白他们想要解决什么问题；设计会员、客户和行业需要的会议 思考5“W”: Who, What, When, Where, Why 人物, 事件, 时间, 地点, 原因 Adapt your association meetings to the changing environment ----Innovation and Evolution 协会会议要能适应急速变革的社会环境: 创新和进化 Provide a forum for stakeholders to engage in the development of the association meetings 让你的利益相关人参与会议的开发和策划 Look for partners that could help you reach your goals and be more successful 寻找能够帮助实现你的目标及助你更加成功的合作伙伴 Who – Is the audience that will be attending.  Does the destination meet the needs of the attendees as well as the organization.    What – What type of program is the organization doing and does the location fit with the type of program.  For example – Is the organization a manufacturing association and looking to implement a new system that may only be found in Korean factories.  Something like that.  Also what is the cost of doing business in Korea.  Is it more or less than other destinations that the organization has been to?  What is the airlift into Korea for the majority of their attendees.  So if most of the attendees are coming from the US what is the airlift?   These are the things they should highlight. Where – Does the location meet the needs of those you are trying to attract to you meeting.  For example – where are your attendees traveling from, will the destination work well in that purpose.  Doers the destination have the type of hotels and services that will accommodate both the meeting and deliver the attendee experience.  Or perhaps provide access to folks that your attendees want to learn from.  For example if there is a medical group that is performing a new procedure and it is only being done by Korean doctors then Korea is a good location.  Also does the facility have the right space and rates as well as the type of ancillary services that your attendees are accustom to.  Like good restaurants within walking distance, proximity to the airport etc. When – Does the destination fit with the time of year that an organization has their meeting.  Is it winter in the US and in Korea at that time it is Springtime.  Is the When – around some unique festivals that would add to the meeting experience – this would be a good thing to highlight.  If the timing of the meeting is in an OFF season for Korea – then they should highlight the affordability of doing business there at that time. Why – organizations need to justify the location and should match the purpose of the meeting to the location.  So the destination should help them answer the WHY Korea is a good location for their meeting.  So it would be good for them to ask what is the purpose of the meeting and help the organization match the objectives to the location.  Like some of the examples I gave above. Others: -Increase revenue source -Provide special offer to membership Dedicate professional team Conference website 专职人员(员工和外包) 整体策略/多种渠道 允许足够时间 高水平会议网站/优化策略 电子月刊 (40%) «浏览量» /其他刊物 邮件促销/网页 «15-20%» 广告宣传(在线/印刷) 社交媒体(免费但需要资源管理)) 电话营销/手机 团体预定(赞助商和公司) 媒体合作伙伴 第三方“放大器” 合作伙伴/联盟 赞助和展览销售<<<< 专注和有目标明确 专职资源(员工/外包) 投资回报率 ---- 观众利益(公司利益) 价值取向/品牌宣传/商业机会 如今美国的协会社团都在面临同质化的危机。比如，新科技的应用在美国社团中扮演着越来越重要的角色，但也导致竞争的加剧，因为参会者本需要花费时间与金钱来参会学习，而现在他们从网上就可能就免费获得这些资源。所以，协会会议要想对其会员保持足够的吸引力，那么必须在学习、资源等方面具有相对高的优势，每次都能给参会者以崭新的体验才可能保证会议的成功。让参会者在离开会场时能感觉学到不少知识、接触到很多人，并且收获了有用的经验。” 和中国的协会社团有很大不同的是，美国所有的协会内部几乎都有专业会议策划团队。在ASAE的130名员工里，就有12人专门负责办会，当然还有大量志愿者参与其中。现在ASAE有2.2万名会员，所有的会员及员工都可以提出自己的办会想法，并与部门主管、负责场地的部门、营销部门、教育团队等进行沟通，如果各相关部门认为可行并符合协会战略规划，那么该会议便可确定并实施。

Connect with U.S. Associations 与美国协会建立联系 Experience ASAE’s Annual Meeting & Exposition and connect with thousands of U.S. and international association professionals 体验ASAE年会暨博览会，并与数千名美国和国际协会专业人士建立联系 August 9-12 8月9-12号 Nashville, TN 那什维尔，田纳西州 asaecenter.org/AnnualMeeting

Q&A问题回答

Thank You for Your Time 感谢您的参加！ Maria Tong mtong@asaecenter.org +86-10-56641726

Thank you so much for participating in our education programme. Tell us what you think and help shape the programme for 2014 by completing the online survey emailed to you after the sessions. 感谢您出席本次教育论坛！ 请协助完成在线问卷，我们期待聆听您对2014年教育论坛的宝贵意见！