51st ICCA Congress

International Congress and Convention Association.

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Session sponsored by:

WE101: Strategic thinking: what international associations are trying to achieve for their members and delegates

Wednesday 24 October 2012

International Congress and Convention Association.

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• Leaders from international associations outline – Global strategies and objectives– Competitive and general business pressures– How meetings fit into their plans

• Understanding the business rationales behind association meetings will help ICCA members – To be far more successful in winning bids – Offering relevant solutions to their association clients

• Associations are adjusting their strategies – To changing business environments– Their meetings are evolving in turn – So meeting professionals must keep up with these changes

Session outline

International Congress and Convention Association.

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• Global versus local markets• Cross-fertilisation of participation in conferences• Attendee experience & expectations• From membership to member engagement• Diversity & culture in members and boards• Tribes• Impact of social media• Digitalisation of content• Partnership models for associations

Key issues facing Associations

International Congress and Convention Association.

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Panel: • Dick Blatt, President, Planar World Consulting, USA• Michael Michaud, Managing Director, Global Alliances,

American Society of Mechanical Engineers, U.S.A.• Jakub Konysz, Senior Manager of International Development

from ASAE The Centre for Association Leadership, U.S.A. • Miranda Barrett, Vice President, Membership Development,

Entrepreneurs' Organization (EO), U.S.A

Moderator: • Jurriaen Sleijster, Executive Vice President, MCI, Switzerland

Strategic Thinking: Int’l Assoc’s

International Congress and Convention Association.

Twitter: #ICCA12

Panel: • Dick Blatt, President, Planar World Consulting, USA• Michael Michaud, Managing Director, Global Alliances,

American Society of Mechanical Engineers, U.S.A.• Jakub Konysz, Senior Manager of International Development

from ASAE The Centre for Association Leadership, U.S.A. • Miranda Barrett, Vice President, Membership Development,

Entrepreneurs' Organization (EO), U.S.A

Moderator: • Jurriaen Sleijster, Executive Vice President, MCI, Switzerland

Strategic Thinking: Int’l Assoc’s

International Congress and Convention Association.

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• Terminology• Strategic relationship• Direction• Attendee experience• Economic considerations• Impact of social media

Points of consideration

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• Association-”an organized body of people”

• Destination-”the place to which someone or something is going” and “an ultimate goal or purpose”

• Source-American Heritage Dictionary

Terminology

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• Translation of mission/strategy• Business relationship• Commonalities• Futures• Good ideas come from everywhere• Long term relationship globally/locally• Type of event

Strategic Relationship

International Congress and Convention Association.

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• American audience to meetings outside U.S.• People from outside U.S. to American

meetings• Types of association- trade or profession• Maturity of industry• Generational audiences• Objective benefits for all target audiences

Direction

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• Relevance• Value added benefits• Education• Awards• Site visits• Business meetings• Board meeting

Attendee “experience”

International Congress and Convention Association.

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• Return on travel participation investment• Global economy• Cost • Discount options

Economic considerations

International Congress and Convention Association.

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• Integrate all media• Measure results of media efforts• Generational audiences

Impact of social media

International Congress and Convention Association.

Twitter: #ICCA12

Panel: • Dick Blatt, President, Planar World Consulting, USA• Michael Michaud, Managing Director, Global Alliances,

American Society of Mechanical Engineers, U.S.A.• Jakub Konysz, Senior Manager of International Development

from ASAE The Centre for Association Leadership, U.S.A. • Miranda Barrett, Vice President, Membership Development,

Entrepreneurs' Organization (EO), U.S.A

Moderator: • Jurriaen Sleijster, Executive Vice President, MCI, Switzerland

Strategic Thinking: Int’l Assoc’s

International Congress and Convention Association.

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at a Glance

• More than 125,000 members globally

• Nearly 150 countries• Headquarters in New York– offices in Brussels,

Beijing, New Dehli, Atlanta, Houston, Washington D.C.

• 530 Standards in over 100 Countries

• Conformity Assessment, Certification & Training Portfolio

• Extensive Conference line up that produces Proceedings, Journals, and ASME Press e-books

International Congress and Convention Association.

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• Globalization– Growth is the only option

• Digitalization– Wikipedia and Unlimited Data– New competition: Linked in, Facebook, etc.

• Association Models– The Traditional Association Business Model is outdated

External Forces

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How ASME is responding

1. Strategic Focus 2. Membership to Engagement3. Content: Creation & Curation4. Mission/Margin Models5. Engineering for Change

Turning Global Trends into Opportunities…

International Congress and Convention Association.

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• Overarching Strategic Focus– Energy – Workforce – Global

• Helps determine:– Markets – Priorities

• Shifts .ORG from– Responsive to Deliberate

• Extends Relationships and Impact

Strategic Focus

The Highest Common

Denominator

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• Want’s to make a difference– Social Entrepreneur

• Active and participating– not passive recipients

• Brings Value to Others and to the Organization– more than a customer

• Web-Centric Model– beyond “membership”

From Membership to Engagement

New Model

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• Focus on Content leads to– More Product– Longer product chains– Extended Value

• Content Curation– Engages beyond members– Updates Traditional Peer Review– Open-source Contribution and Collaboration

Content Creation & Curation

Engage

Create

CurateAddValue

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• Remove the Barrier to Access– Traditional Membership Model

• Leverage IP and Brand– Centralized Control – Extensive Licensing

• Compete or Complete– New partnership models

Mission/Margin Models

Mission

Margin

A Balanced Approach

creating and sharing appropriate

solutions

Addressing inequities in communities around the globe

Bringing together Engineers, Scientists, NGOs and communities

CommunityCollaboration

Content Change

Founding Organizations

21

+ www.engineeringforchange.org

International Congress and Convention Association.

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Panel: • Dick Blatt, President, Planar World Consulting, USA• Michael Michaud, Managing Director, Global Alliances,

American Society of Mechanical Engineers, U.S.A.• Jakub Konysz, Senior Manager of International Development

from ASAE The Centre for Association Leadership, U.S.A. • Miranda Barrett, Vice President, Membership Development,

Entrepreneurs' Organization (EO), U.S.A

Moderator: • Jurriaen Sleijster, Executive Vice President, MCI, Switzerland

Strategic Thinking: Int’l Assoc’s

International Congress and Convention Association.

Twitter: #ICCA12

ASAE: Who We Are

Founded in 1920

Based in Washington, DC

22,000 members

11,000 organizations

United States and 50 countries

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ASAE: What We Provide

LEARNING KNOWLEDGE

COMMUNITY ADVOCACY

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• 98% of members indicate they hold a regularly scheduled Annual Meeting each year

• Median Attendance per meeting is 1,175• Median Room Nights per meeting is 1,711• Members book nearly 14,000,000 room

nights annually for just their annual meetings alone

ASAE: Our Members

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• 42% have members internationally– Increase from 37% in 2001

• 17% have offices outside the U.S.– Increase from 5% in 2001

• 27% have international Board members• 35% have international components• 47% have meetings outside the US– Increase from 13% in 2001

ASAE: Our Members

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International Congress and Convention Association.

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• Content, Community, Careers• Credible Source of Products and Services• Globally-adept Organization

ASAE: Global Goals

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• International Conference• Annual Meeting & Exposition• KGAC• International Section Council• Editorial

ASAE: Content, Community, Careers

International Congress and Convention Association.

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• Market Analysis• Certificate Program in Association

Management• South Korea• China• Europe

ASAE: Credible Source

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• Infrastructure • Operations• Internal Processes • Diversity & Inclusion

ASAE: Globally-Adept Organization

International Congress and Convention Association.

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Panel: • Dick Blatt, President, Planar World Consulting, USA• Michael Michaud, Managing Director, Global Alliances,

American Society of Mechanical Engineers, U.S.A.• Jakub Konysz, Senior Manager of International Development

from ASAE The Centre for Association Leadership, U.S.A. • Miranda Barrett, Vice President, Membership Development,

Entrepreneurs' Organization (EO), U.S.A

Moderator: • Jurriaen Sleijster, Executive Vice President, MCI, Switzerland

Strategic Thinking: Int’l Assoc’s

International Congress and Convention Association.

Twitter: #ICCA12

International Congress and Convention Association.

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• 8,700 members / 130 chapters / 35 countries• Business owners doing at least US$1M in annual revenue• Globally-diverse Board, Chairman from Saudi Arabia• Aggressive plan for chapter launches• Globalization Task Team, creating new initiatives to “advance

EO’s global journey”• 25th Anniversary event last month in Istanbul, Turkey

International Congress and Convention Association.

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EO’s Vision – To Build the World’s Most Influential Community of Entrepreneurs

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EO’s Strategies for Globalization

Presence

InclusionGlobal Value

International Congress and Convention Association.

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Presence• Government relationships • A seat at the table at

world entrepreneurship gatherings• Widen global footprint of

chapters

International Congress and Convention Association.

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Inclusion• Integrating diverse feedback

at all leadership levels• Building a more diverse

leadership pipeline• Allowing for cultural nuances

in our selection process

International Congress and Convention Association.

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Global Value• Harvest and leverage

our current assets• Create new Global

resources• Decentralize and

outsource • Grow all our members into more Global citizens

International Congress and Convention Association.

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EO Events Today• Foster relationships

across borders• Global destinations,

local flavor• Lots of bonding

opportunities (Tribes) “Once-in-a-lifetime” is mandatory!

International Congress and Convention Association.

Twitter: #ICCA12

International Congress and Convention Association.

Twitter: #ICCA12

Panel: • Dick Blatt, President, Planar World Consulting, USA• Michael Michaud, Managing Director, Global Alliances,

American Society of Mechanical Engineers, U.S.A.• Jakub Konysz, Senior Manager of International Development

from ASAE The Centre for Association Leadership, U.S.A. • Miranda Barrett, Vice President, Membership Development,

Entrepreneurs' Organization (EO), U.S.A

Moderator: • Jurriaen Sleijster, Executive Vice President, MCI, Switzerland

Discussion and Q & A

51st ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA12

Session sponsored by:

Thank you!