How technology is helping associations reach new audiences, save money and protect the environment

4/28/2009

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http://www.youtube.com/watch?v=_U6qh‐fDdbI

Connect with Green
How technology is helping associations reach new audiences, save money and
protect the environment

Welcome
April 28, 2009
Renaissance Washington DC Hotel

1

4/28/2009

Your Presentation Team

• Todd Charlebois
odd C a ebo s • George Andreopoulos
Geo ge d eopou os
President Vice President

• Michael Woodward • Colleen Sammis
Director, Information Services Business Development,

The American Association of
Physicists in Medicine (AAPM)

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Agenda

• Context: Today’s Challenges
Today s
• Context: Response
• Go Green – Save Green
• The Case for Integrated Technology
• Technology d Y A i ti ’ S
T h l and Your Association’s Scope of Business
fB i
• The Future

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4/28/2009

Context: Today’s Challenges

"The era of procrastination, of half-measures, of soothing
and baffling expedients, of delays, is coming to a close.
In its place we are entering a period of consequences."
‐ Winston Churchill
Winston Churchill

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Context: Today’s Challenges

“I’m one of those people that still thinks the dishwasher is a
miracle. What a devise! … I like to load it. I like to look in
and see how the dishes were magically cleaned"
‐ Supreme Court Justice Clarence Thomas
Supreme Court Justice Clarence Thomas

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4/28/2009

Context: Response

• The World Business Council for Sustainable Development (WBCSD), a CEO-led, global association of some
p ( ) g
200 companies from more than 35 countries and 20 major industrial sectors provides a platform for
companies to explore sustainable development, share knowledge, experiences and best practices.

• The technology giant Cisco has committed to reducing its carbon emissions by a minimum of 10 percent,
starting with a dramatic reduction in air travel .

• Virgin Atlantic Chairman Richard Branson has pledged the earnings from his transportation businesses,
iincluding Vi i Atl ti t b iinvested iin b i
l di Virgin Atlantic, to be t d businesses th t develop renewable energy, with plans to
that d l bl ith l t
contribute $3 billion during the next decade for the initiative.

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Context: Response

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4/28/2009

Go Green – Save Green

“In the coming years only businesses that manage to
In
transition or diversify to a more sustainable business
model while maintaining profit levels will be successful. “

– Niall Brady
Worldwide Technical Development Manager
IBM Green Sigma(TM)

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Agenda

Today s
• Technology d Y A i ti ’ S
T h l and Your Association’s Scope of Business
fB i
• The Future

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4/28/2009

The Case for Integrated Technology

• Worldwide competition and client demand for quality service have
redefined the requirements for Customer Relationship Management
(CRM) suite providers and promoted the emergence of a "back office
integrated" CRM system.

• An integrated CRM system that will actually do what CRM vendors have
been claiming is the key to client service success: bringing everyone in
success
the enterprise onto the same central system.

– Randolph P. Johnston, Leader's Edge

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• An integrated AMS solution builds value for your business by opening
up vital communication channels and by creating a common client
focused knowledge base

• Integrated AMS is about understanding the buying habits and
preferences of your clients (sponsors, exhibitors), customers
(sponsors exhibitors)
(members) and prospects (the constituents you serve)

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4/28/2009


• Keeping data centralized and current
• Increase productivity
• One touch point updates the rest
• CRM solutions should be robust and versatile enough to:
– Be accessed from any location, including remote locations by mobile
workers.
k
– Integrate with your back-office accounting system.
– Integrate with a wide range of third-party software or other internal
systems.

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The Value of Web Database Solutions (Web 2.0)

• Lower cost via SAAS (Software As A Service)
• Rapid and global deployment
• Easily access with a wireless device or PDA.
• Increasingly the platform of choice for delivery of new applications
• Effective remote administration of software, configurations and
security.

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4/28/2009

Making the Most of Your Institutional Website

• From Passive to Dynamic
• Interactive
– Webinars, Blogs, Social Networking
• Drive revenue
– Storefront
• Relationship Building
– Increase audience reach
• Case Study: The American Association of Physicists in Medicine (AAPM)
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4/28/2009

OK, But How Long Will This Take?

• Initial implementation should be 6 to 9 months
• Modular systems that allow you to seamlessly add new components
can help lessen the financial burden of implementation
• Lifespan should be 7 years (minimum of 5)
• Begin by looking at what your needs are…
– Remember this is an opportunity to refine and redefine your business
practices

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OK, But How Much Will This Cost?

• The price you pay comes down to functionality
• Initial Implementation costs range depending on organization’s size
and needs.
• For a mid-size association (5000 – 10,000 members), it is not
unheard of to invest upwards of $150,000 in implementation costs
over a two year period
period.
• Annual upkeep and maintenance costs should hover at about 18% of
initial implementation costs

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4/28/2009

Savings Gauge
$160,000 $160,000
$140,000 $140,000
$120,000 $120,000
$100,000 $100,000
$80,000 $80,000
$60,000 $60,000
$40,000 $40,000
$20,000 $20,000
$0 $0
AEMS Savings
Initial Integration
Upkeep & maintenance

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Agenda

Today s
• Technology d Y Association’s T S t
T h l and Your A i ti ’ Tooll Set
• Technology and Your Association’s Scope of Business
• The Future
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4/28/2009

Technology and Your Association’s
Scope of Business

• Governance
• Advocacy
• Certifying Body (in some case)
• Publications & Resources
• Membership Services Products
M b hi S i / P d t
• Training & Continuing Education
• Technology & Your Events
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Governance

• Boards & Committees
• Your website as a platform
– Document Sharing
– Discussion Forums
– Voting
• Dynamic and real-time
• Secure and protected
• Save air/hotel – time

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4/28/2009

Governance

• Consider holding one less board meeting a year
year…
– 10 Board Members, 2 nights hotel each, plus airfare, plus cost of
meeting room/F&B etc.:
• Hotel: 10 @ $150 @ 2 nights: $3000
• Airfare: 10 @ $400 : $4000
• Cost of meeting room/F&B/AV over 2 days: $2000
• Cost of operations team out of the office: $1000
• Total:
Ttl $10,000
$10 000
• Over 2 years $20,000

• Case Study: The American Association of Physicists in Medicine (AAPM)

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4/28/2009

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Savings Gauge
$160,000 $160,000
$140,000 $140,000
$120,000 $120,000
$100,000 $100,000
$80,000 $80,000
$60,000 $60,000
$40,000 $40,000
$20,000 $20,000
$0 $0
AEMS Savings
Initial Integration 2 fewer Board Meetings
Upkeep & maintenance

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4/28/2009

Advocacy

• Get your audience to p
y participate online
p
• Reach beyond membership
• Rally opinion around key issues
• Solicit input and feedback
• Share results
• Form online workgroups
• Use blogs & surveys
g y
• Test policy
• Save on printing
– One fewer mailings of 5000 pieces or $10,000 per year
– $20,000 over 2 years

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Savings Gauge
$160,000 $160,000
$140,000 $140,000
$120,000 $120,000
$100,000 $100,000
$80,000 $80,000
$60,000 $60,000
$40,000 $40,000
$20,000 $20,000
$0 $0
AEMS Savings
Upkeep & maintenance 2 fewer mailings

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4/28/2009

Certification

• Very labor & paper intensive

• Do more than collect applications
– Track
– Administer
– Recognize (levels of achievement)
– Secure (to protect a person s privacy)
person’s

• Case Study:
– The American Association of Physicists in Medicine (AAPM)

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4/28/2009

Publications & Resources

• Don’t just put your print online, create an online experience for your readers

• Journals, Magazines, Proceedings, Research Papers, Annual Reports – all can be enhanced
online

• Tie articles to blog posts and social networking sites.

• Give your audience the choice between paper or online: a 20% switch from print publications to
an online user experience can result in a savings of $48,000 over 2 years (based on a 5000
p g y (
member organization printing and mailing 1000 fewer publications per month)

• Case Studies
– The National Center for State Courts (NCSC)

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4/28/2009

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Case Study: NCSC Annual Report

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4/28/2009

Savings Gauge
$160,000 $160,000
$140,000 $140,000
$120,000 $120,000
$100,000
$100,000
$80,000
$80,000
$60,000
$60,000 $40,000
$40,000 $20,000
$20,000 $0
$0 Savings
AEMS 2 fewer Board Meetings
Initial Integration 2 fewer mailings
Upkeep & maintenance 1000 fewer pubs/mnth

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Sign-Up/Dues Collection &
Revenue Management

Do you have members or …
do you have subscribers?

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4/28/2009

Revenue Management

• Associations that recognize that revenue growth is not
directly linked to membership growth will be most
successful
• Membership must have real benefits
• Process can be completely brought online

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Revenue Management

• Provide a centralized online profile management area
where dues, services and profile information can be
managed – directly by the user.

• Great source for premium targeted advertising

• Case Study:
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4/28/2009

AAPM Dues

• AAPM begins electronic only billing for annual dues in
October
• Members may pay dues, make contributions or subscribe to
services on-line
• In January, AAPM prints/mails hardcopy invoice for any
unpaid. This has reduced the number of printed/mailed
invoices by 50%

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Technology + Efficiency = Savings

• Do more with the resources you have!

• Consider increasing productivity by 10% or 40 min a day:
– Based on 10 employees, that represents $60,000 in additional
efficiency over 2 y
y years

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4/28/2009

Savings Gauge
$160,000 $160,000
$140,000 $140,000
$120,000 $120,000
$100,000 $100,000
$80,000 $80,000
$60,000 $60,000
$40,000 $40,000
$20,000 $20,000
$0 $0
AEMS Savings
Upkeep & maintenance 2 fewer mailings
1000 fewer pubs/mnth
staff efficiency T G

Technology & Your Events

• Research for location
R h f l ti
• Booking your event
• Building your event
• Communication
• Marketing
• Feedback
• The Future

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4/28/2009

Research for location
• Electronic databases of meeting facilities www.sitevisit.com

• Electronic RFPs for securing meeting space www.mpoint.com

• Buyer ratings for venues www.meetingsintelligenceexchange.com

• Online meetings space booking www.meetingbroker.com

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www.sitevisit.com
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4/28/2009


www.mpoint.com
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www.meetingsintelligenceexchange.com
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4/28/2009


www.meetingbroker.com

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Booking your event

• Virtual site inspections http://www.mtccc.com/imapdata/mtcc.html.
http://www mtccc com/imapdata/mtcc html

• Room diagramming www.meetingmatrix.com

• E-contracts, & e-faxes www.e-fax.com

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4/28/2009

Booking your event

http://www.swan-dolphin.com/ipixhtml/360tour.html
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Booking your event

http://www.emarketing360.com/IC/FL/ICM/java/23.html

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4/28/2009

Booking your event

http://www.mtccc.com/imapdata/mtcc.html
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Managing your event

• Web-based
Web based abstract and speaker management
• Paperless online registration and confirmation
• Online housing and room block management
• Interactive Exhibit Floor Plans with product directory,
appointment scheduling & online Exhibitor Kits
• Online Program / Meeting Room Management

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4/28/2009

Marketing

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To view video titled: Minority Report Mall Scene, please visit:
http://www.youtube.com/watch?v=oBaiKsYUdvg&feature=related

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4/28/2009

Marketing in General

• Data Mining – Audience Segmentation
• Email promotion of meeting and events – Bam not Spam
• Profile Matching for exhibitors & attendees
• Radio ads (instead of print for local attendance)
• SMS T t alerts f cut-off d t
Text l t for t ff dates
• Tailored Message Delivery
• Blogs/Radio Blogs & Social Marketing help spread the word
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Marketing & The Role of Social Networking
• Social Networking has been the global consumer phenomenon of 2008 2008.
• Two-thirds of the world’s Internet population visit a social network or blogging
site
• The sector now accounts for almost 10% of all internet time.
• Member Communities’ has overtaken personal Email to become the world’s
fourth most popular online sector after search, portals and PC software
applications.
li ti

March 2009
Global Faces and Networked Places
A Nielsen report on Social Networking’s New Global Footprint

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4/28/2009

Marketing & The Role of Social Networking

• Consider it “word of mouth” – online
word mouth
• Technology is the beginning but its success has more to do with
your organization’s culture
• Create interest around the issues
• Stake out your online leadership position
• Helps cut down on publication costs and will eventually marginalize
them. Estimated Saving: $40,000 over 2 years

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4/28/2009

Savings Gauge
$180,000 $180,000

$160,000
$160 000 $160,000
$160 000
$140,000 $140,000
$120,000 $120,000
$100,000 $100,000
$80,000 $80,000
$60,000 $60,000
$40,000 $ ,
$40,000
$20,000 $20,000
$0 $0
AEMS Savings

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The Event Experience

• E-programs
E programs
• Digital signage
• USB download stations
• Banquet seating
• CE t ki
tracking

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4/28/2009


• E-programs
E programs
• Digital signage
• Banquet seating
• CE t ki
tracking

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• E-programs
E programs
• Digital signage
• Banquet seating
• CE t ki
tracking

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4/28/2009


• E-programs
E programs
• Digital signage
• Banquet seating
• CE t ki
tracking

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M

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4/28/2009

M


• E-programs
E programs
• Digital signage
• Banquet seating
• CE t ki
tracking

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4/28/2009


• E-programs
E programs
• Digital signage
• Banquet seating
• CE t ki
tracking

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Audience Feedback

• Electronic surveys
• Audience response & PDA voting systems
• Text based voting
• Twitter & Other Social Marketing Sites

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4/28/2009

AAPM - Electronic Surveys

• AAPM has on line evaluation of each session and talk
on-line
• No paper evaluations are used
• Evaluation shows photo of presenters to refresh attendee
memory regarding speakers
• Evaluations required to receive CECs

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AAPM - Audience Response

• AAPM uses systems from Turning Technologies to
accommodate audience response for special sessions
• Devices are rented for a fee as a part of registration and
are required for special types of maintenance of
certification credits

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4/28/2009

AAPM - Electronic Message Centers

• AAPM offers an Electronic Message Center at our annual
meeting. Registrants may send/receive messages from
the web or any terminal in the exhibit hall
• Adding message center kiosks with Internet access is a
great way to drive traffic to exhibit hall

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Taking Your Events Online
Managing Your Events – post event

• Event ROI Tools www.meetingmetrics.com.
www meetingmetrics com

• Invoice Reconciliation www.arcaneo.com

• C f
Conference recordings (mp3)
di ( 3) www.conferencarchives.com
f hi

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4/28/2009

The Future

• Video conference
• Web conference
• Webcasts
• Virtual tradeshows

Resources

• Electronic databases of meeting facilities
– www.sitevisit.com
• Electronic RFPs for securing meeting space
– www.mpoint.com
• Buyer ratings for venues
– www.meetingsintelligenceexchange.com
• Online meetings space booking
– www.meetingbroker.com

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4/28/2009

Resources

• Virtual Site Inspections
– http://www.swan-dolphin.com/ipixhtml/360tour.html and
– http://www.emarketing360.com/IC/FL/ICM/floorplan.html
– http://www.mtccc.com/imapdata/mtcc.html.
• Room Diagramming
– www.meetingmatrix.com/products_activematrix.asp
• Electronic Contracts, electronic faxes and Digital Signatures
– www.e-fax.com

Resources

• Web-based
Web based abstract and speaker management
• Paperless online registration and confirmation
• Online housing and room block management
• Interactive Exhibit Floor Plans with product directory,
appointment scheduling & online Exhibitor Kits
• Online Program / Meeting Room Management
– visit us at www.myrobust.com

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4/28/2009

Resources

• E-programs
p g
– www.ntag.com
– www.spotme.com
– www.visiontree.com
– www.nearspace.com
• Digital signage
– http://www.envisionmedia.com/digital_signage.php
• Banquet seating
– www.perfecttableplan.com/
f bl l /
• CE tracking
– AllianceTech (www.alliancetech.com)
– Sherpa (www.sherpa-solutions.com)

Resources

• Audience response & PDA voting systems
– www.braehler.com
– www.pcipro.com
• Text based voting
– www.polleverwhere.com
– www.zukuweb.com
k b
– www.log-on.nl
– www.quickmobile.com.

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4/28/2009

Resources

• Event ROI Tools
– MeetingMetrics (www.meetingmetrics.com)
• Invoice Reconciliation
– www.starcite.com
– www.arcaneo.com
• Conference recordings (mp3)
– COnference Archives (www.conferencarchives.com)

Resources

• Video conference
– www.sightspeed.com
– www.cisco.com/telepresence
– www.hp.com/halo
• Web conference
– www.webex.com
– www.gotomeeting.com
g g
• Webcasts
– Conference Archives (www.conferencearchives.com)
– MAP Digital (www.mapdigital.com).

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4/28/2009

Connect with Green
How technology is helping associations reach new audiences, save money and
protect the environment

Thank You

50

How technology is helping associations reach new audiences, save money and protect the environment

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