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IABC 2013 MEMBERS AT LARGE Survey and analysis- IABC EMENA
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IABC 2013 MEMBERS AT LARGE Survey and analysis- IABC EMENA

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Survey and analysis of a specific segment of the IABC EMENA Region membership: Members at large who are not affiliated with a specific chapter. ...

Survey and analysis of a specific segment of the IABC EMENA Region membership: Members at large who are not affiliated with a specific chapter.
First presented at the IABC EMENA Leadership Institute in London, November 4, 2013

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IABC 2013 MEMBERS AT LARGE Survey and analysis- IABC EMENA IABC 2013 MEMBERS AT LARGE Survey and analysis- IABC EMENA Presentation Transcript

  • Claudia Vaccarone, Director at Large 2013-2014 IABC EMENA Board V3 November 4, 2013 Members at Large: the hidden force! Focus on a strategic segment of the regional membership IABC EMENA
  • Member At Large Definition IABC bylaws dictate that if a member lives within 50 miles or 80 kilometres of a chapter, he or she must join the chapter. If you live more than 50 miles or 80 kilometres from a chapter, you are welcome to join as a Member-at-Large. Members at Large survey - 2013-2014 IABC EMENA Board Source: http://www.iabc.com/about/membership/servicecentre.htm 1
  • IABC and MAL: WW Source: IABC HQ mail from Claire Watson & Savanna Cheer 20/11/2013 2Members at Large survey - 2013-2014 IABC EMENA Board 18% 77% 4%
  • MAL: 2nd largest chapter in the region Source: MMA Sept 19th 2013, 469 members in the region 84 2Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Demographics 33 51 84Members at large 60% ARE WOMEN 18% of MEMBERSHIP 3Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Demographics 6Corporate members 4Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Demographics The oldest MAL: Kenneth Sniffen Communications Advisor to Saudi Arabia Chevron (Kuwait) 53% joined in the last 3 years 5Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL locations Country with 1-2 MAL Cluster country (4+ MAL) 9 IABC chapters 1 member in Angola 1 member in Argentina 6Members at Large survey - 2013-2014 IABC EMENA Board
  • 2013 MAL survey
  • MAL Survey 1. METHODOLOGY • Online survey administered between October 1st and October 11th , 2013 • 10 questions • 28 participants (33% of MAL) 2. OBJECTIVES • Gather insight on membership value & expectation • Gather insights on membership preferred communications channels • Measure members satisfaction on membership value proposition • Measure members satisfaction on frequency and content of communications tools 8Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Survey Executive Summary • The IABC community and self development opportunities are the main reasons MAL join IABC, however they feel neither are available • The member-at-large choice is dictated by their geographical location mainly • MAL do not take advantage frequently of all the membership features at their disposal: lack of awareness? • Therefore, satisfaction concerning membership features is rather lukewarm or neutral • Apart from mailings and the corporate website, there is little engagement with the regional communications channels (lack of awareness) • Satisfaction ratings in terms of frequency of communications from the region are neutral for the most part • Satisfaction ratings in terms of content of communications from the region are neutral for the most part • This groups emanates a general feeling of solitude, lacking face to face networking opportunities & local interfaces 9Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL IABC choice Q1: Why did you join IABC? (open ended) 23 out of 28 respondents Community 48% Knowledge 35% World Conference package 13% IABC Reputation 4% 10Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Choice of status Q2: Why did you choose the MAL option? (open ended) 22 out of 28 respondents I was previously a chapter member in another country and am disappointed that there is no chapter in my current country No chapter in my country! The IABC EMENA region corresponds almost to the region our organisation covers 11Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Membership exploitation Q3: How frequently do you take (or have taken) advantage of the following membership features? 28 out of 28 respondents Discovery "Take advantage of"? There is nothing for at large members! 12Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Satisfaction Q4: How satisfied are you with the following membership features? 28 out of 28 respondents Don't like paying for webinars after a hefty registration fee 13Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Comms channels engagement Q5: Thinking about IABC internationally and the EMENA region, how often do you actively engage with their communications channels to stay informed of IABC’s activities? 28 out of 28 respondents Was not aware of Emena groups/pages… 14Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Regional comms satisfaction: Frequency Q6: Thinking specifically about the communications from the regional board of directors, how satisfied are you with the IABC EMENA tools in terms of frequency of updates? 28 out of 28 respondents I can't say that IABC come up that often in my FB and LI feeds. Perhaps this has something to do with my settings, but the most frequent FB announcement I see is for new IABC sponsors. Not really that interesting... 15Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Regional comms satisfaction: Quality Q7: Thinking specifically about the communications from the regional board of directors, how satisfied are you with the IABC EMENA tools in terms of content quality & relevance ? 28 out of 28 respondents Nobody contacted me or I didn't know that it exists, thus to answer the question it is hardly impossibile 16Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Desiderata 1/2 Q8: In your opinion, what is currently missing from your membership and/or how can the IABC EMENA regional board improve communication with you? 22 out of 26 participants Greater need to engage - especially for those unable to attend regular meetings. Regular informal (but moderated) videoconference 'cafe' sessions could be on option - just to touch base. Also, there is an opportunity to bridge more traditional comms practitioners with less visible prospects such as NGOs and IGOs, including UN agencies. I'll have to check my forum (FB, LinkedIn etc) settings. Other comms organizations - such as the Direct Marketing Institute, Chartered Institute of Marketing, and the AMA - do a really excellent and consistent job of providing members and followers with informative infographics, research, thought-provoking questions, etc. Would welcome opportunities to engage in a local face-to- face network. Would attend Eurocomm annually. simple clear news/updates/involvements More frequent in-person meeting opportunities -- but not expensive ones where you have no chance to speak with people during the event Ithink there should be more one to one communications before group communications or an activity or idea that would foster one to one prior to group Meetings in different areas (haven't been able to attend any of them) There is rarely an event in the UAE and to make trips to Europe is certainly costly - in terms of money and time. I've tried contacting members in the region, but had no reply. It might be interesting to get together from time to time, even if only informally. Regional (in term of country) approach is missing... IABC needs to know more about every national communicators in part, how they can contribute at the organization goals... 17Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL Desiderata 2/2 Q8: In your opinion, what is currently missing from your membership and/or how can the IABC EMENA regional board improve communication with you? 22 out of 26 participants It's not the communication, it's the fact that I don't feel I'm part of anything. I'm essentially paying $200+ to access a website. There are no events locally or even regionally that are cost-effective enough to attend. ABC remains very USA-centric and members in smaller chapters are not always very senior. Lack of communication, ignoring countries were members are at large without chapter, no visits. There is no sense of being a part of association and group of people sharing the idea. There is too much noise. Too many e- mails asking to enter for awards. Not enough fact based information and tips. I don't like the Middle East being grouped with Europe. There is a large PR / comms industry in the Middle East and it is a shame that there's not a group that reflects that region. It would be great to have more events/activities in the Middle East, it feels quite remote from Europe and the nearest chapter. I also think the World Conference doesn't have enough content from the EMENA region, especially the Middle East. More regional events, meetups, and of course a welcome for new members that includes awareness of EMENA resources. I only get iabc.com weekly news and they are not interesting in most of the cases for me. The regional board is doing a great job and provides the right dose of communication and events for me. 18Members at Large survey - 2013-2014 IABC EMENA Board
  • 56% belong to other professional organizations Q9 do you belong to any additional professional organization? 27 out of 28 participants 19Members at Large survey - 2013-2014 IABC EMENA Board
  • Cluster Focus: ITALY • 4 MAL • Locations dispersed: Torino, Modena, Alessandria and Roma, • Milan is THE hot spot for communicators (advertising agencies, business hub, international, fashion, etc.) • National competing associations: Assocomunicazione, AIAP, etc • RECOMMANDATION: • Organize a networking event and/or general presentation in Milan • Hosted at a friendly organization to connect existing MAL and recruit additional members • Connect with organizers of “Communications Week” (September each year) to get visibility via direct mailing/digital marketing (15K distribution mailing list), eventually plug in with existing events • Connect with communications programs directors at IULM and Bocconi business schools to set up a student program • LINKS: • www.iulm.com/ • http://www.lasettimanadellacomunicazione.org/2013/ • www.assocomunicazione • http://www.aiap.it/ • TENTATIVE BUDGET: • 1 000 EUR for entering the official program of Communications Week • Traveling expenses for participating Board Members 20Members at Large survey - 2013-2014 IABC EMENA Board
  • Cluster Focus: UAE Cluster of 15 MAL Locations : 5 in Abu Dhabi, 6 in Dubai and 2 in Sharia Local member Rebecca Hill and Clare Woodcraft longstanding advocates for the association High potential location for a networking event to support growth dynamics and local MAL community sense 21Members at Large survey - 2013-2014 IABC EMENA Board
  • v Conclusions and next steps • There is a clear urgency to engage this group as their membership experience is different from chapters members • There is a need to better illustrate the membership benefits (however: is it a Regional responsibility or a corporate?) • The regional board will discuss these finding at the next Board Meeting (London, November 4th , 2013) • The Regional Chair and the MAL director are liaising with other Regional Boards to gather insights on similar programs and nourish our challenge with existing and proven solutions • Conf Call with Heritage region leaders on Nov 1st • Email exchanges with COR • Conf Call with Savanna cheer at IABC HQ on 20/11/2013 • Conf call with Steve Seager, EMANA director of communications 21/11/2013 • Conf Call with Velin Velkov, ex MAL 21/11/2013 • A mailing to MALS will be sent in the same time frame to thank them for taking part to the survey, inform them on the findings and on the decided course of action (MAL director) • An Action Plan will be crafted and circulated with the Board before end of Q2/2013 and implemented in Q1/Q2 2014 • The survey should be run again in a year time to measure progress in satisfaction ratings 22Members at Large survey - 2013-2014 IABC EMENA Board
  • MAL: the hidden force! For more information please contact: Claudia Vaccarone IABC EMENA Board Member IABC France Past President cvaccarone@eutelsat.com +33 6 77 35 34 03 @claudia_v_