FSAE Source - May/June 2013 by FSAE

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MAY/JUNE 2013

SUCCESS BY ASSOCIATION

Education & Events: TECHNOLOGY:

It’s All About the Planning The Main Ingredient for Reaching Members Connecting with Meet This Year’s People in a Geeks page 21

Social Media Crazy World

TheyAuction Just Need Online Better Marketing Open for Bids June 3-16

From Campfires to Life-Long Learning:

The Foundation of Your Association’s Online Learning Program

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WHAT’S INSIDE

SOURCE MAGAZINE: THE OFFICIAL PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES MAY/JUNE 2013

Technology

IN EVERY ISSUE

FEATURES 7

The Presidential Secret

Have you ever met a President of the United States? Whenever I get a chance, I ask audiences this question. Usually there are a few of people who have had the experience.

How do you protect your organization against these scenarios? In Florida, by the use of noncompetition, non-solicitation and non-disclosure agreements. Each agreement is known as a restrictive covenant and they are contractual in nature between the association and its employees.

By Bill graham 2013 Annual Conference Keynote Speaker

5 Tips for Better Data Conversion

If you’ve been using your current database for any period of time, you’ve likely accumulated a significant amount of data. Data conversion can be labor-intensive and thus potentially very expensive, so knowing what to convert (and what not convert) can save you lots of time, money, and aggravation.

By mark k. logen Sniffen & Spellman, P.A

Making Sense of Mobile Apps for Your Meetings

There is no doubt: mobile applications are changing the face of association meetings. By Janeé Pelletier, MBA, CMP Vice President, Conference & Logistics Consultants 4

SOURCE • MAY/JUNE 2013

Data: Your Blueprint to Success By Adrienne Bryant, FL Assn of Colleges and Debbie King, DSK Solutions

By Wes Trochlil Effective Database Management, LLC

Non-Competition, Non-Solicitation, Non-Disclosure Agreements

Meet the Geeks

City Focus: Tampa Bay

Chairs’ Corner.............................. 5 From the Top.............................. 12 Buyer’s Guide............................ 18 Properties Special Section.......... 24 People, Places & Things............ 27 New Members............................ 28 Foundation Contributors............ 30 2013 Calendar............................ 30

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Postmaster: Send address changes to: Association Source, 2410 Mahan Dr., Suite 2, Tallahassee, FL 32308-5302. Periodical postage paid at Tallahassee and additional offices. Copyright ©2013 FSAE This publication may not be reproduced in whole or in part without written permission. association source is published 6 times annually. Phone: 850-222-7994; Fax: 850-222-6350; E-mail: fsae@fsae.org; FSAE Online: http://www.fsae.org. ISSN #1066-8691.

Read other articles on the

digitalSOURCE Association Boards Road to Relevance By Harrison Coerver and Mary Byers, CAE

Engage Members with Social Media

By Karen Emanuelson

Technology Audits By Marcia Elder

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CHAIRS’ CORNER From John Ricco, CAE Chief Staff Executive, Partners in Association Management, Inc. & Chair, FSAE Board of Directors

n the association world, personal and professional improvement is a large part of what we do for our members – we help them become better accountants, bankers, plumbers, elected officials. . . The other day, I watched an incredible Ted Talk that got me thinking about our work as association professionals and it inspired me to share the concept with anyone willing to listen (or read). It could be the most important two minutes of your life. The person who gave the talk, Harvard business professor Amy Cuddy, has identified a simple personal improvement method that will help anyone be better at what they do. She shows that we can use our bodies to influence and alter our minds in a manner that changes the outcomes we create for ourselves. The research is astounding. Her hypothesis – that people posing in positions of power or weakness will actually exhibit the traits of the positions they pose in. Her team took baseline measurements of two key hormones in their test subjects, testosterone and cortisol. Testosterone

correlates to power and confidence and cortisol correlates with anxiety. They asked their subjects to assume positions of high power (think superman: feet apart, hands on hips, and broad chested) and low power (think of a seated, shy school girl: shoulders hunched, hands in lap, and body narrowed) for a period of two minutes. The posttest results showed that those in positions of high power had substantial increases in testosterone and decreases in cortisol and the opposite proved true for those in the low power positions (reduced testosterone and increased cortisol). Next, they took the experiment out of the lab and into the real world to see if the altered levels of hormones could actually benefit an individual. The theory? Increased testosterone and decreased cortisol would create a beneficial, confident, calm demeanor for those who posed in high powered positions while the opposite would happen for those in low power positions. This time, their subjects posed in the same high and low power positions for two minutes and were then put through an in-

tense job interview process. The interviewers were unaware of the objective of the study and evaluated the interviewees on a number of criteria. The interviewers unanimously selected the high power posers as those they would hire and generally looked more favorably on those who were positioned in high power poses. Her team’s findings are clear: our bodies can change our minds; our minds can change our behavior; and our behavior can change our outcomes. In these instances, the content that is being delivered is less important than the presence of the person delivering the content. I thought it was fitting to share this story in my last column as your Chair. It helps reinforce the most basic mission of our respective associations; that every day there are many things, big and small, that we can do to help make our members better at what they do. It has been an honor to serve as your Chair for the past 18 months. We have great plans for the Annual Conference in Tampa. I look forward to seeing you there!

by Timothy Bell Director of Strategic Accounts: The Americas, Hyatt Hotels & Resorts, Chair, FSAE Foundation Board of Trustees

Looking Back

s I think back on the past 18 months serving as your Chair of the FSAE Foundation, one thing comes immediately to mind: Gratitude. I am so thankful for the wonderful and enthusiastic staff of FSAE, the countless volunteers that have helped to make your Foundation Successful and the members who donated monies throughout 2012 and the first half of 2013. Thank you all! I also wanted to thank the FSAE Foundation Board members for their diligence and determination to keep the Foundation moving forward.

The 2012 Silent Auction during the FSAE Annual Conference was a “banner year” for the Foundation and raised a record breaking $53,000 to be used for scholarships and various other education opportunities. This could not have been accomplished without the tireless work of Hester Ndoja, CAE, our two Silent Auction Co-Chairs: Jim Ayotte, CAE and Meg Caldwell, all of the Silent Auction Committee Team (Peggy Brogan, Adrienne Bryant, Jeanice Caskey, CMP, Jenean Chavey, CHME, Michele L Feder, CAE, Karen Hollern, Nicole R. LeBoeuf, CCTE, Betty Ann

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Lewis, Rachel Luoma, Niki Mann, Kimball Mathews, Tondra Matthews, CMP, Kristin McWhorter, CAE, Mark Miller, Jacqueline Ouellette, CHSP, Al Pasini, CAE, Dawn Pollock, MA, CAE, Jennifer Rosenblatt – Sanchez, Kent Russell, Bailey Shields, CMP, Eric Szymanski, and Michelle Wilson) and of course You, our silent auction donors and winners! For the First time in its 29 year history, the Foundation is splitting the silent auction into two separate events: an Online Auction commencing in June AND the Silent Auction to be held during this year’s continued on page 6 MAY/JUNE 2013 • SOURCE

Director of Education and Events: Summer McKanstry summer@fsae.org; (850) 702-0942

PRSRT STD U.S.POSTAGE Office Manager/Bookkeeper: PAID Paige Graham PERMIT NO. 230 paige@fsae.org; (850) 702-0945 PANAMA CITY, FL

Experience the unconvention al

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Marketing, Communications and Technology Manager: Adrian Amos adrian@fsae.org; (850) 702-0946

Director of Membership and Development: Hester Ndoja, CAE hester@fsae.org; (850) 702-0944

President/CEO: Deanna Menesses, CAE deanna@fsae.org; (850) 702-0943

Have a smar t p

Phone ........................ (850) 222-7994 Fax ............................ (850) 222-6350 E-mail ........................... fsae@fsae.org Website ......................... www.fsae.org

contact numbers:

Annual Conference at Marriott Tampa Waterside. Although their duties are only half done as of this writing, I must thank the volunteers for making this year’s silent and online auction possible. In addition to Hester Ndoja, CAE, our FSAE Staff member, and this year’s Co-Chairs: Meg Caldwell, CMP & Kristin McWhorter, CAE there is a small army of volunteers in place and working hard to ensure another successful year - Peggy Brogan, Elaine Mann Carpenter, CAE, Marina Mitusova, Bailey Shields, CMP, Adrienne Bryant, Karen Hollern, Rachel Luoma, Kimball Mathews, Al Pasini, CAE, Eric Szymanski, Latoya D. Washington, Michelle Wilson, and Jason Zaborske. Thank You All for this opportunity and to have been the first hotelier to serve as Chairman of the Board for the FSAE Foundation. Your confidence in me and your support will be with me always. Be Kind to one another and remember - “The mission of the FSAE Foundation is to support education, research, professional development, publications, and public relations efforts for the association management professional.” With Warmest regards – 2013 Outgoing FSAE Foundation Chair, Timothy Bell

Florida Society of Association Executives 2410 Mahan Drive, Suite 2 Tallahassee, FL 32308-5302

Chair’s Corner continued ....

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ch, FL

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Editor: Adrian Amos adrian@fsae.org; (850) 702-0946 Advertising Sales: Sue Damon, (850) 926-3318 suedamonmarketing@gmail.com Graphic Design: Kim Campbell, Graphic Visions kim@graphic-visions.net; (850) 561-0491 Printer: Boyd Brothers Kathy Ford (850) 510-6665 kathyford@boyd-printing.com Disclaimer: Articles in this publication are designed to provide accurate and authoritative information with respect to the subject matter covered. It is provided with the understanding that neither FSAE nor the authors are engaged in rendering legal or other professional services. If legal advice or other expert assistance is required, the services of a competent professional should be sought.

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Don’t Miss Bill Graham’s Keynote at the 2013 Annual Conference By BILL GRAHAM 2013 Annual Conference Keynote Speaker

ave you ever met a President of the United States? Whenever I get a chance, I ask audiences this question. Usually there are a few people who have had the experience. It doesn’t matter what president they met, Reagan, Clinton, Obama or one of the Bushes, when they describe the encounter, the stories are very similar: “I felt like I was the most important person in the room.” “He seemed genuinely interested in meeting me.” “I felt an immediate connection.” Or the one that I’ve heard from both Republicans and Democrats: “I was shocked, because I completely disagree with the guy, but you know, I really liked him!” Presidents can meet hundreds of persons each day, and yet consistently they get these reactions. So, what’s the presidential secret? They don’t try to be “presidential.” They are not proving they are important. Presidents genuinely connect with each person that they meet. These guys know how to make every person they meet feel special. Shouldn’t association leaders do that too? Make every person feel special? Leadership and relationships are the essence of association success; it’s no secret. Businesses today have a much broader range of opportunities when it comes to spending their membership dollars. A wide variety of associations, chambers, and communication platforms have made the membership world very competitive. Recently, the vice president of a national doctor association told me that memberships at the state associations were shrinking. It seems that new doctors are building mentor relationships and connecting with other doctors easier on Facebook than when they try to fit in at meet-

THE PRESIDENTIAL

SECRET

ings filled with people they don’t know. The veteran doctors don’t make the new members feel special. Putting up with conference-awkwardness used to be part of the learning curve, they had to put in their time, and they had to earn their stripes. Today, why should they bother? The world has changed, and we need to change with it. We will improve our value by creating and improving our professional relationships. With busy schedules, countless fires to put out, and balancing a wide variety of often conflicting member opinions, can we, as leaders, really improve our relationship skills? Here are three simple communication tools that make people feel special: First, Understand Your Power. To make every person feel special, recognize your positive energy and deliver it through eye contact and the way you shake hands. Repeat their names. You will make the people in the room feel special, if your eye contact has positive energy, and your hand shake is an agreement to remember them instead of a polite social exercise. Second, whether you are speaking or listening: Remove the Walls. Your face, voice and body should have no secrets. How you use your poker face, monotone voice, and folded arms can be barriers that prevent you from making a connection with the other person. Take down the walls and show them an “Open Face.” We don’t make people feel special if it seems we are keeping secrets. My friend, communications guru Arch Lustberg, used to describe an Open Face this way, “Look at the other person the same way you look at a baby in a crib. Without fear, you welcome the baby into the world. You lift your brow, you make eye contact, and you let the baby know that you are on their side.” Finally, use your, Helpful Head.

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Think of the Helpful Head this way: Few people have any interest in what you say. They are very interested in what you say that helps them. They don’t care if you are smart, competent, or successful. They do care if your intelligence, competence, and track record can help them. Use your Helpful Head to focus every interaction towards positive results. Listen so you know what they need. Respond so they know that you help. These simple communication tools make people feel special. A few years ago, I was training aerospace engineers in Baltimore. I was talking about leadership and likeability: giving positive energy, using an Open Face, and the Helpful Head. In other words, make people feel special. One guy in the back of the room raised his hand. He said, “What you are saying is “cute,” but I just spent 20 years in the Army. I never met anybody in uniform that did those things.” I told him that surprised me, and I asked him if he was sure. He thought for a second, and then as a light bulb seemed to go on over his head, he said, “Wait, I’m wrong, the two 4-Star Generals that I met fit your description exactly.” If leaders with high-pressure jobs like Presidents and 4-Star Generals understand the importance of making each person feel special, and can find the time to do it, why can’t we? Bill Graham helps professionals improve their skills in leadership, management, innovative thinking, likeability, and storytelling. Visit his website, www. grahamcc.com, or email Bill at bill@ grahamcc.com MAY/JUNE 2013 • SOURCE

By Wes Trochlil Effective Database Management, LLC

ne of the most significant steps during a systems conversion (i.e., moving from one AMS to another) is data conversion. If you’ve been using your current database for any period of time, you’ve likely accumulated a significant amount of data. Data conversion can be labor-intensive and thus potentially very expensive, so knowing what to convert (and what not to convert) can save you lots of time, money, and aggravation.

their contact information, their membership expiration date (and likely their join date). If you manage a certification or accreditation program, you’ll also have to convert that information. And if you have open invoices (e.g., product sales that have been made and shipped, but not paid for), you’ll have to convert those too. So work through all of your data sources and identity the data that absolutely MUST be converted.

Here are five tips for making data conversion a smooth and successful process.

4. To the greatest extent possible, clean up your current data sources prior to conversion – Converting bad data from an old system to a new system is like digging up dead plants from an old garden and planting them in a new one. The plants were no good to us then and are still no good to us now. So once you’ve identified the data that you must convert, make an effort to clean it up (e.g., incorrectly formatted phone numbers or email addresses, misspelled physical addresses, etc.).

1. Identify all of your data sources – This may sound obvious, but in order to be successful with your data conversion, you have to identify all the sources of data that you’ll be converting. In almost every engagement I’ve worked on, even if there was one “central” database, there were multiple sources of data outside the central database. For example, many associations use a third-party to manage event registration or product sales and fulfillment. Very often I see spreadsheets being used to manage committee service or awards. If you’ve got multiple data sources, you need to identify what they are, what they contain, and who knows that data best. 2. Start by eliminating data you absolutely don’t need to convert – This is my favorite step in the process: identifying data we do NOT need to convert. The longer your database has been in service, the more data you’ll be able to identify as no longer needed or necessary. For example, my clients often run one-off marketing campaigns where lists of individuals and/or organizations are identified and flagged within the database. If the campaign has been run and is complete, it’s unlikely that the data related to that campaign needs to be converted to the new system. The same is true for detailed financial data. If you’ve got product sales from three years ago that includes who bought what, how much was paid, and how it was paid for, that data probably doesn’t need to be converted to the new system. You may want to convert what was purchased, when, and how much was paid, but detail like payment type isn’t necessary. Finally, keep in mind that in most cases, your current data will still be accessible in an archived state (e.g., in a simple Access table), should you need to look at it later. In my 14 years of consulting, I’m aware of only three clients who ever had to look back at old data after a data conversion was completed. (But it’s nice to know it’s there, isn’t it?) 3. Identify the data you absolutely must convert – On the flip side of #2, there is going to be data that you absolutely must convert. You’ll need to convert all of your current members and 8

Tips for Better Data Conversion

SOURCE • MAY/JUNE 2013

5. Assume that you’ll need three passes to get the conversion as close to perfect as possible – Typically during a system conversion, the vendor will offer two passes - an initial data conversion and a final conversion. At least half of my clients have needed a second, interim data conversion in order to be sure that the data is being converted correctly. So you should plan for three data conversions: an initial conversion, a second conversion, and a final conversion. BONUS TIP: Some data will be wrong; don’t sweat it – The old adage that a printed directory is out of date the minute it hits the street applies to databases too. The data is ALWAYS out of date, to some extent. Keep in mind this is about success, not perfection. Even after taking all the steps above, you’ll still find incorrect data after the data conversion is complete. Don’t sweat it; just correct the data and move on. Data conversion is tedious, time-consuming, and potentially expensive. But following these steps can help ensure greater success during the process. Wes is president of Effective Database Management, located in Hamilton, VA. For more than two decades, Wes has worked in and with over one hundred associations, non-profits, and membership organizations throughout the US, ranging in size from three staff to over 700. Having written nearly 100 articles and hundreds of blog posts, Wes is the most published author on data management in the association market. In addition to his articles, Wes is also the author of “Put Your Data to Work: 52 Tips and Techniques for Effectively Managing Your Database,” published by ASAE.

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By Janeé Pelletier, MBA, CMP Vice President, Conference & Logistics Consultants

here is no doubt: mobile applications are changing the face of association meetings. A 2012 survey of more than 300 associations reveals that 74% of association meetings are already using mobile apps, which jumps to 86% if you look three years into the future. Associations who aren’t considering adding a mobile application risk missing out on one of the most important meeting trends of the last decade.

The major disadvantage of native apps is that you have to develop separate apps for each type of phone, which can get expensive very quickly. If considering a native app, it’s critical to know your audience and the types of smartphones that they will be using at your meeting. (Many associations collect this information as part of the registration process.) Multiple native apps require additional development time, which can range from 4-6 weeks per platform. Native apps are also vulnerable

Making Sense of Mobile Apps for your Meeting Mobile applications are far more than simply dazzling members with new and exciting technology. Savvy associations are amplifying the attendee experience and boosting their bottom line by integrating mobile applications as a sustainable source of non-dues revenue.

Mobile Apps 101: Native vs. Web Apps

The survey also revealed that half of meeting planners don’t know the difference between native and web apps. Knowing the pros and cons of each will help guide your decisions on functionality and choice of a provider.

Native Apps: Pros and Cons

Programmed on specific operating systems (such as iPhone, Android, Windows Phone or Blackberry), native apps are fast and flexible. The data is stored on the device for quick access, and they do not need to be connected to the Internet or cell network to be used. Native apps can also control other functions of the device, such as snapping a picture or sending a text within the app itself. 10

SOURCE • MAY/JUNE 2013

to operating system upgrades.

Web Apps: Pros and Cons

Web apps run in a phone’s Internet browser, so they work across all devices. This cross-platform compatibility means that a web app has greater reach – just one app can be used on many different types of mobile devices. Web apps make use of existing web technologies, so development costs are low. Web apps can also be updated in real time, so attendees always have access to the most current information. The main limitation of a web app is that it requires connectivity, either over cell phone service or wifi to access the data. In other words, if there is no cell service or Internet in your meeting room, a web app won’t work. Web apps also cannot control the phone’s other features such as the camera or geolocation.

Functionality of Mobile Apps for Meetings

Whether native or web, meeting app functionality falls into four basic categories: printed program replacement,

experience enhancement, social connections, and revenue creation. Before jumping in, I always suggest sitting down with organizational stakeholders to review expectations and focus on just one or two primary goals the first year. Delivering innovations year after year is so much more effective than overwhelming them with too many bells and whistles right out of the gate.

Printed Program Replacement

At the most basic level a good meeting app provides quick access to all of the information in a typical conference program: session names, special events, dates, locations, times, possibly some speaker information, and a few maps of the conference facility. For many groups, that initial first step is enough to dazzle their attendees and provide a foundation for future enhancements. As the cost of technology has come down, many groups are also seeing substantial savings by reducing the size of the printed program guide or eliminating it altogether.

Experience Enhancement

Mobile apps can enhance attendees’ conference experience in a number of ways. Hosted education handouts are a valuable add-on. Conference organizers can capture real-time feedback with session evaluations, resulting in a higher response rate. Apps can also be used to manage CEU tracking and paperwork, relieving association staff of a substantial administrative burden.

Social Connections

Great apps enhance social interaction and business connections by allowing attendees to communicate with one another – and with you – in a meaningful way. Built-in tools provide a convenient continued on page 13

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

By Deanna Menesses, CAE FSAE President/CEO

What’s Happening at FSAE

he year is in full swing and FSAE is in full “Annual Conference Mode.” This year’s program offers something for everyone! There’s a plethora of educational opportunities, including four Keynote sessions and a full breakout schedule providing CAE and CMP credits. And, what would the FSAE Annual Conference be without networking opportunities? This year we have several fantastic events scheduled for you starting with Wednesday evening’s Opening Reception at the FL Aquarium, Thursday’s VIP Connection Reception aboard Yacht StarShip and ending with Friday’s Gala: A Pirate Soiree at our host property Marriott Tampa Waterside Hotel & Marina. Visit www.fsae.org/annual-conference to learn more. I also want to remind you about the FSAE Foundation Auction. The auction will be a bit different this year beginning with an Online Auction that will run June 3-16 and our Silent Auction that will still occur onsite at the Annual Conference. But please remember to bid online, view items and make your donation at www. fsae.org/silent-auction. Be sure to check out our Big Tickets on the Auction website too. We have four fantastic opportunities: Ritz Carltons of Florida, Marriott International Hotels & Resorts of Florida and IHG Priority Club points for any IHG brand in the world. Tickets are on sale now for $25 each – or buy 4 and get one FREE! Did you know that FSAE has a new App? AppInnovators has transformed last year’s conference app into something members can use year-round! Now you can register for upcoming events, add them to your calendar and get directions all from your mobile device! Plus, you can see our latest member photos and submit your own. The app is available in both iTunes and Android app stores under “FSAE” or “Florida Society of Association Executives.” For those of you interested in sponsorships we have some new fantastic opportunities. You can now purchase a partial meal sponsorship and still receive great marketing exposure. For more

information, please contact Summer McKanstry at summer@fsae.org or (850) 702-0942. In addition to planning Annual Conference, we’ve had the pleasure of seeing lots of members at our two successful spring events: the Central FL Meet & Greet with Derek Fournier presenting “Size doesn’t HAVE to matter … in technology” which was hosted

and sponsored by the Holiday Inn Lake Buena Vista Downtown, and an FSAE Foundation Executive Series Luncheon with Steve Vancore presenting “Why We Hate Congress and Are Powerless to Change It” sponsored by Experience Kissimmee in Tallahassee. We’re including some photos from the luncheons in the magazine, but they’re continued on page 14

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MAY/JUNE 2013 • SOURCE

From the Top

Executive Members answer questions on technology and how it helps their Association.

Are you in the Cloud? What tips or advice can you give members thinking about moving to Cloud-based technology? Deborah L. Curry, CPA, CGMA President/CEO Florida Institute of CPAs, Tallahassee

The FICPA currently uses a few cloud-based solutions, and we look forward to using more in the near future. We back up critical data to Amazon’s cloud-based storage, Amazon S3. If needed, we also can run critical servers using Amazon’s cloud-based servers, Amazon EC2. We currently use a cloud based e-mail archiving solution and will begin using a cloud-based e-mail solution in August. The FICPA will continue to transition many of its core operations to cloud-based environments as costs for these solutions, and costs for bandwidth, continue to decrease. Adrienne Bryant Member Information and Database Manager Exhibit and Sponsor Sales Association of Florida Colleges, Tallahassee

I was recently reminded that training is a key component to using the Cloud. People are less likely to resist moving to the Cloud if they are trained before, during, and after the transition. I also recently learned about four factors to consider: • • • •

Security - Does the company use at minimum, standard encryption and secure transport of data (SSL)? Performance - Is it accessible across multiple platforms and can you get written agreements regarding downtime and service response requests? Scale - Is it easy to add or delete licenses or features that you do not need? Cost - Do upfront costs and recurring fees outweigh what you would pay to replace physical equipment?

SOURCE • MAY/JUNE 2013

Tom Morrison CEO Metal Treating Institute, Jacksonville

Moving our entire association to the Cloud (Dropbox.net) was a game changer for operating efficiencies and disaster planning. For disaster planning and space saving needs, we are currently digitizing every piece of paper in our office so that nothing exists at the office. If our office is wiped out, we want recovery to be as simple as buying new laptops, finding a Starbucks and plugging in to serve our members. Moving to the Cloud also provided that key staff who travel could be at their office anytime they are on a plane, hotel room or on their mobile device. This allowed for much better operating efficiencies, quicker turn-around time on different approvals and less stress on those returning to the office from trips because they were already caught up. Having both Dropbox and our social media community has helped us eliminate having to hire an entire employee to serve our expanding services.

Has your association gone mobile? What mobile technology do you use, and how is it used/ received by your members? (Example: mobileoptimized website, app, conference app, etc.?) Deborah L. Curry, CPA, CGMA President/CEO Florida Institute of CPAs, Tallahassee

We launched our mobile-optimized website Feb. 22, 2013. Goals for the mobile site include allowing members to search and register for continuing professional education events; access news and resources; and much more. The mobile website has been a success, and we’re receiving CPE registrations through it. We also just launched our first conference-specific app, which can be found in iTunes and Google Play. The app includes speaker information, maps and customizable member schedules for our Mega CPE Conference to be held this June in Orlando.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

From the Top How do you use social media to connect with members? Adrienne Bryant Member Information and Database Manager Exhibit and Sponsor Sales Association of Florida Colleges, Tallahassee

We have been using Facebook, LinkedIn, and Twitter to share information, resources, and event information with our members. The most popular platform has been Facebook. Members love to tag themselves and others in pictures we post from events, share newsworthy posts that celebrate their colleges and colleagues, and connect with each other. Several of our special interest groups and chapters have created their own Facebook pages to continue to connect on a local level. To allow members to share more resources, we added our own private community in 2012. Activity is steadily increasing and members are actively engaging with each other and staff members.

What technology service or application have you found to help you/ your association be more productive or save money? Deborah L. Curry, CPA, CGMA President/CEO Florida Institute of CPAs, Tallahassee

Converting from physical to virtual servers has saved on hardware costs, simplified server management and greatly reduced server failures. Using Amazon Web Services to back up our critical files, and to create disaster-recovery scenario servers, makes us more resilient in disaster situations. This approach also has been much less expensive than “off-the-shelf” backup solutions. Implementing an open-source enterprise instant messaging system saved us money on software and has allowed staff to easily communicate. Using third-party, “build-it-yourself” app software to develop conference apps also has saved us time and money.

Tom Morrison CEO Metal Treating Institute, Jacksonville

Social media has been a game changer for our association. Our level of content and member inquiries for various technical information were growing at such a rapid pace that we needed a strategy to help connect this information to members without much staff involvement. Social media technology allowed us to create an enhanced members-only community with 100% of everything a member could download as well as connect to other members who offer feedback and solutions. Having social media has allowed our staff to move away from being transaction focused, to focusing on building relationships with members. That spells much higher retention.

Adrienne Bryant Member Information and Database Manager Exhibit and Sponsor Sales Association of Florida Colleges, Tallahassee

I have found that screencasting software is one of the best tools in my growing technology toolbox. I am currently using Screenr and Jing, both of which are FREE tools. I can create “how-to” videos on the fly and get a link to share with members or embed code to place it in our FAQ library. Recordings are under five minutes, which gives you just enough time to go through the steps at a nice pace. Members love them and it has cut down on staff time required to respond to individual requests for frequently asked questions.

Making Sense of Mobile Apps continued .... point of access to social media platforms such as Twitter, LinkedIn, Facebook, YouTube, and Flickr. Beyond social media, app matchmaking functions pair attendees and exhibitors with like needs and products and can be used to set appointments on the show floor. Polling and survey tools also facilitate audience response and involvement in real time.

Revenue Creation

Finally, mobile apps are a valuable and sustainable source of non-dues revenue. Clients are often skeptical and I hear a lot of: will my sponsors really pay money for a mobile app? The answer is yes – in fact, 90% of my meetings are able to cover the cost with one or more sponsorships. Most mobile apps come with built-in sponsorship opportunities including a splash page, brandable headers and footers, ads, and alerts. Enhanced exhibitor listings that allow logo upgrades, click-to-call functionality, and direct clickthrough to the company webpage are an extremely popular upgrade and profitable even at $100 each. Your mobile app partner should be able to provide a camera-ready sales form that can be inserted into your exhibitor kit. A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

MAY/JUNE 2013 • SOURCE

What’s Happening at FSAE continued ....

Scenes from April’s Executive Series Luncheon

all on Facebook – www.facebook.com/ FloridaSAE This spring has certainly been our season for volunteering! Nominations for the FSAE Board of Directors, Foundation Board of Trustees and Committee/ Task Force Volunteers have all been solicited with plans for final elections and committee appointments announced in late May or early June. Nominations for 2013 Leadership Awards launched May 1 and winners will be announced at Annual Conference. I want to send an extra special Thank You! to everyone who has served on a committee or task force this past year, and everyone that has volunteered for 2013-14 – only together will we build a bigger and better FSAE! We look forward to seeing each of you at the South FL Meet & Greet May 23 at The Breakers, Palm Beach or July 1012 at our Annual Conference in Tampa!

Photos courtesy of

Meet and Greet

(407) 617-0872, mcopeland@copelandproductions.com

Central Florida Meet and Greet was sponsored and hosted by Holiday Inn Lake Buena Vista Downtown.

SOURCE • MAY/JUNE 2013

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

By Mark K. Logan Sniffen & Spellman, P.A.

Non-Competition, Non-Solicitation & Non-Disclosure Agreements Considerations for Associations Three scenarios to consider: 1. Your association competes with another association for the same members or associate members. Your at-will employee, in whom you have invested substantial time and resources as far as training as well as imparted significant strategic and confidential information, abruptly leaves your employ for a job with the competing association. 2. Your association develops a confidential strategic plan for critical legislation impacting your members. During the implementation of your plan your legislative director quits his or her job with the association to take a job with another association whose mission is at direct odds with yours. 3. Your association gathers confidential company information from your members and “masks” that information for generic use by the membership as a whole. Your employee responsible for that project leaves your employ. Subsequently he or she uses that confidential information acquired to the detriment of the association of one of its members. How do you protect your organization against these scenarios? In Florida, by the use of non-competition, non-solicitation and non-disclosure agreements. Each agreement is known as a restrictive covenant and they are contractual in nature between the association and its employees. They can be part of a formal employment contract or exist as a “stand-alone” agreement binding the employee from cerA PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

tain activities in a post-employment setting. The most common agreement is a non-disclosure agreement which merely prohibits an employee from disclosing certain information during and after employment. Non-solicitation agreements prohibit former employees from soliciting your members to become members of another association. Non-competition agreements prohibit former employees from either engaging in or being employed by other entities which compete with what your association does. However, there are specific criteria which must be present in order to contractually enforce these agreements. (See FL Statute 542.335.) There must be a “legitimate business interest” justifying the covenant. Legitimate business interests include, but are not limited to: trade secrets, non-trade secret confidential or professional information, substantial relationships with prospective or existing customers, goodwill and extraordinary or specialized training. If there is a legitimate business interest, then the courts will recognize a restrictive covenant as long as it is reasonable in time, area and line of business. For example, non-solicitation and noncompetition agreements with former employees are generally enforceable within two years. Longer time periods are generally enforceable for non-disclosure covenants. Geographic limitations don’t typically play a major role in non-disclosure agreements but for non-solicitation and non-competition agreements, geographic considerations should be tied to the nature of the business. For example, a Florida-based association would likely limit a non-solicitation or competition covenant to the State of Florida, while a national association would be able continued on page 17 MAY/JUNE 2013 • SOURCE

By Adrienne Bryant, FL Assn of Colleges and Debbie King, DSK Solutions

ata is one of the most important assets an association has because it defines your uniqueness. You have data on members and prospects, their interests and purchases, your events and speakers, content, social media, budget, strategic plan, and much more. But is your data accurate and are you using it fully? Your data is an asset and should be carefully cultivated, managed and refined into information which will allow you to better serve your constituents and your community, and ensure you remain viable in an ever changing association landscape.

Your data is talking to you, are you listening?

Associations have known for a long time that data is essential for market segmentation. However, there is so much more that can be done to harness data and use it as a strategic asset. Hidden within your data are stories about which members are at risk of not renewing, which prospects are likely to join, who might make a good volunteer, the level to which you can raise rates without a decrease in member count, and much more. There are two important things to remember: we must listen to the stories our data is telling us, and we must make sure the stories are accurate.

SOURCE â&#x20AC;˘ MAY/JUNE 2013

How do you get started?

First, you must make sure that there are no cracks in the foundation. Clean your data to create a solid foundation for analytics and to maximize the value of your initiatives. Start by combining and deleting duplicate entries, updating statistical information, and removing or updating incorrect, irrelevant, or inaccurate information. Are there typographical errors? Do some of your records have zip codes and the others do not? Did users enter FL instead of Florida? Next, create standard operating procedures for how information will be entered and collected. Now is the time to decide if you want to use FL or Florida. Be consistent in collecting statistical information such as male (m) and female (f). Create rules on enrollment, renewal, and registration forms that require users to input the information you are collecting the way you want it collected. Include a plan to do a monthly, quarterly, or yearly audit on your data. The next step is to stop making assumptions and let the data speak to you. At this point you can make truly informed decisions to advance your organization. This is just the beginning of your business intelligence journey. The Infographic, at left, was created by the Data Analytics Task Force Subcommittee of the American Society of Association Executives (ASAE) Technology Section Council to help association executives understand and be comfortable with adopting the process of data analytics. To view the full Infographic and learn more about the process of leveraging your data to make better informed decisions, identify new revenue streams, and create new engagement opportunities, visit www.blueprint2success.org.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

By Bailey Shields, CMP Education Committee Vice-Chair Sales Manager, Holiday Inn & Suites Clearwater Beach - Holiday Inn & Suites Harbourside at Indian Rocks Beach

A View from the Front Row

ill Marriott always sits in the front row of any meeting he attends. One reason is out of respect for the speaker, the other is to focus on the message and get as much as he can from the presentation. I have adopted this practice myself and can speak to its efficacy. Perhaps I am imagining it but the speaker seems genuinely grateful to have someone closer than the 10th row with whom he/she can make eye contact, and more importantly it is much easier to stay engaged when sitting in the front of the room. I mention this so you can test the theory yourself at this year’s FSAE Annual Conference. The Education Committee, helped tremendously by Summer McKanstry, has put together a terrific line up of general session and breakout speakers! We designed this year’s line-up of

breakout sessions to appeal to all our attendees – CEO/Executives, Meeting Planners, Technology/Membership managers and our Hoteliers and supplier members. We’re confident that these sessions are going to be so phenomenal that you won’t even consider eschewing a session in favor of a swim in the pool, or treatment at the spa.

Moreover, CAE credits can be earned at all of the breakouts and CMP credits earned at many of them! The topics of this year’s breakouts will be incentive enough for you to

participate, but to add to the fun, there will be a drawing for a chance to win some great prizes for those who attend 4 out of the 12 breakouts. Look for a special treasure map in your conference packet and be sure to have it with you when you come to these wonderful sessions. We understand the lure of beautiful host properties like the Tampa Marriott Waterside with amenities that are indeed worthy of indulgence, but we ask all our members to fully support FSAE and our knowledgeable speakers first and schedule spa appointments and pool dates outside the hours of FSAE functions – including the breakouts. Thank you for your support of FSAE and the program that the Education Committee has developed for Annual Conference. I’ll see you in the front row.

Non-Competition, Non-Solicitation, Non-Disclosure Agreements continued .... to justify a much broader area. Restrictive covenants must be in writing and supported by consideration. That consideration may be hiring a new employee, or for existing employees, the continuation of employment and the training/specialized skill provided by the employer. It is important that your employees are well-informed of the covenants they voluntarily and contractually enter into as a condition of hiring or continued employment. The covenant should include details of the types of information (if non-disclosure), the set of clients or members (if non-solicitation) or the types of employment (if non-competition) the employee is agreeing to be bound by. “Cookie-cutter” agreements which include everything under the sun are more likely to be frowned upon by a court reviewing them for enforceability. You should also confirm with new employees (in writing) that they are not subject to a prior employer’s restrictive covenant agreement. If they are, you will need to see the agreement and thoroughly understand its potential impact upon your association’s operations. This will avoid potential third party issues once the employee is hired. A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

Many restrictive covenant agreements include “liquidated damages” provisions which are designed to contractually measure damages in advance of litigation, given the uncertainty associated with damage to an organization’s good will or customer base. The amount of liquidated damages sought should also be carefully determined so that overall enforceability does not become an issue. In many circumstances a former employee’s breach of a restrictive covenant can result in the imposition of a temporary injunction prohibiting the employee from violating the agreement pending the outcome or litigation. Practically speaking, in a large number of cases, if a temporary injunction is granted, the former employee quickly decides to settle the matter. The first step in determining whether restrictive covenant agreements should be part of your association’s employment landscape is developing a thorough understanding of your own “legitimate business interests.” Non-disclosure agreements may be more than sufficient, but if you have highly or uniquely trained employees operating in a competitive marketplace, then you may consider additional protection in the form of a non-solicitation or non-disclosure agreement. MAY/JUNE 2013 • SOURCE

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SOURCE • MAY/JUNE 2013

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A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

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A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

4/3/13 2:25 PM

MAY/JUNE 2013 • SOURCE

Discover the Treasures of Generosity Platinum Sponsors

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Gold Sponsors

Aspire innovation, Breakout Session Associate Advisory Committee, Breakout Session Caribe Royale All Suite Hotel Embassy Suites Orlando Lake Buena Vista South Executive Welcome Center

Thursday Luncheon

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Audio Visual Sponsor

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SOURCE • MAY/JUNE 2013

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A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

FSAE’s Annual Conference features a technology expo – Meet the Geeks. Since this is the technology issue of Source Magazine, we thought there was no better time to introduce the Geeks that will be joining us in Tampa. FSAE Members – Meet the Geeks: (In alpha order by last name. As of May 1)

www. SavvyCard.net

http://MediaEdgeCommunications.com

Michael Brown

mbrown@mecgnv.com

Basically, my company provides: Publishing and Communications

Basically, my company provides: A Mobile & Online Referral System

MediaEdge combines print, web, and mobile media to offer an all-inclusive communications solution that is monetized to provide non-dues revenue.

Automatically generate SavvyCards (mobilefriendly electronic business cards) for all your members and build an online directory that tracks & quantifies the value of your association’s referral marketing capabilities!

What’s your favorite technology tool? CamCard - It helps me capture business cards on my phone. Tell us an interesting fact about you: I’m a skimboarder and disc golfer

David Etheredge

David.Etheredge@SavTell us an interesting fact about you: vyPhone.com My father is a one-armed rattlesnake wrestler!

www.daxko.com

www.psav.com

Dieter Burgoa

dburgoa@psav.com

Basically, my company provides: AV and Event Technology Solutions

Basically, my company provides: Services for associations

PSAV provides the ideas and technology that inspire great meetings. You get an unparalleled range of event technology, supporting your ability to create, collaborate, and communicate.

Daxko has developed an engagement and involvement strategy that we execute for your organization, to drive deeper involvement and increase retention.

What’s your favorite technology tool? Voice and data over IP communications Tell us an interesting fact about you: I’m from Mexico City

Megan Fritz

mfritz@daxko.com

Basically, my company provides: Association & Membership Management

pdorsey@avectra.com

Tell us an interesting fact about you: I wear purple every day to work.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

Tell us an interesting fact about you: I coach gymnastics in my spare time

Basically, my company provides: Membership Management & Engagement Software

Avectra's membership management, donor management and crowd-contributing solutions allows associations to connect with members, create more meaningful engagements and drive bottom-line results. What's your favorite technology tool? The Avectra A-Score™

What’s your favorite technology tool? Daxko engage- ask me about it

www.YourMembership.com

www.avectra.com

Patrick Dorsey

What’s your favorite technology tool? My SavvyCard of course!

YourMembership.com empowers associations and organizations to create, engage, and grow while increasing their revenue and relevance.

JP Guilbault

What’s your favorite technology tool? HootSuite for social; Uber for travel

jpguilbault@yourmemTell us an interesting fact about you: bership.com

I play online video games in my spare time

MAY/JUNE 2013 • SOURCE

www.AppInnovators.com

www.PayOutUSA.com

Matt Miley

matt@payoutusa.com

Basically, my company provides: Payroll Services

Basically, my company provides: Mobile App Development

We bring all the big-business payroll features to small groups! Our all-inclusive pricing structure has no hidden fees and services accounts of all sizes. Ask about our non-dues revenue option!

App Innovators can take your members mobile QUICK & EASY! We create apps that work with iPhones, Androids and iPads, and Mobile Websites that work on any device.

What’s your favorite technology tool? I’m a gadget freak! My home is automated. Tell us an interesting fact about you: I was born & raised in Tallahassee and never left.

Dustin Rivest

Dustin@AppInnovators. Tell us an interesting fact about you: I was the last person to score points in the com Orange Bowl before it was torn down

www.HigherLogic.com

www.ChargeCardSystems.com

Adam Moss

Basically, my company provides: Merchant Services

Basically, my company provides: Private Collaboration Software

CCS is a leading provider of credit card processing and electronic payments, including debit cards, checks, mobile processes and merchant cash advance. We provide cost-saving solutions with no conversion fees or application fees.

Higher Logic™ builds community and collaboration software for associations worldwide - creating conversation, growing engagement and providing industry knowledge centers available from any device, anywhere.

amoss@chargecardsys- What’s your favorite technology tool? My SmartPhone tems.com Tell us an interesting fact about you: I grew six inches in one year of Junior High

Andy Steggles

andy@higherlogic.com What’s your favorite technology tool? iPhone – I was a “crackberry” addict for over 10 years… now I use iPhone for everything. Tell us an interesting fact about you: In the Navy, I caught smugglers on speedboats

www.MemberClicks.com

www.PeachNewMedia.com

Basically, my company provides: Refreshingly Shocking Experiences

Greg Parker

What’s your favorite technology tool? Mobile apps

We love making small-staff associations smile. Come see why MemberClicks is the leading provider of websites, communities and membership management solutions for small-staff associations— and get ready to smile.

What’s your favorite technology tool? gparker@memberclicks. Flipboard com Tell us an interesting fact about you: I am a roller derby referee!

Basically, my company provides: Online Learning Platform We believe in the power of knowledge sharing. Peach gives organizations the power to easily share knowledge through webinars, webcasts, on-demand learning and more!

Dave Will

What’s your favorite technology tool? dwill@PeachNewMedia. My mobile device is my lifeline, and I love everything about Evernote. com Tell us an interesting fact about you: I’ve run 43 marathons over a 20-year span.

Expo Sponsor:

Other Participating Geeks: www.AmericanAudioVisual.com

http://AssociationStudios.com

www.GemsEvents.com

Find More Info on All Geeks: www.fsae.org/meet-the-geeks

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Beaches of Fort Myers & Sanibel Find your island and find that nothing inspires a successful meeting quite like an inspired setting. On the breathtaking Beaches of Fort Myers & Sanibel, find a variety of venues designed to connect attendees to each other and to nature like nowhere else. For attendees, a meeting held here naturally feels different. For planners, the area’s innate accessibility and affordability adds to the charm of this island paradise. Located on Florida’s southwest Gulf coast and easily accessible via Southwest Florida International Airport (RSW) or by car via I-75, the area is a haven for nature lovers, sun seekers, shell hunters and anyone seeking a uniquely different Florida location for a meeting or event. Visit FortMyers-SanibelMeetings.com to find your island today or call (888) 231-5061.

DiamondHead Beach Resort & Spa With 8,000 square feet of event space including an executive board room, ballroom and outdoor terrace overlooking the Gulf of Mexico, DiamondHead Beach Resort & Spa on Fort Myers Beach is the perfect spot for your next meeting, conference, reunion, retreat or theme party. DiamondHead offers 121 one-bedroom suites with a king-size bed, private bath, living room with queen-size sleeper sofa and a fully stocked kitchenette. Complimentary high-speed Internet is available in all guest rooms, meeting rooms and wireless “hot spots” throughout the resort. The Esterra Spa and Salon located on property is ideal for relaxation offering various treatments. Enjoy casual dining at Cabana’s Beach Bar & Grill and upscale dining at Chloës and Chloës Lounge. For more information, call (888) 865-5844 or visit www.DiamondHeadFL.com/MeetingsGroups.

Sheraton Nassau Beach Resort & Casino Situated on a 1,000-foot stretch of one of Nassau’s most spectacular white-sand beaches, Sheraton Nassau Beach Resort & Casino offers an inviting guest experience with numerous amenities to satisfy every traveler’s needs. From gracious hospitality to affordable starting rates, this is the perfect place for leisure and business travelers alike. For social groups, corporate incentive escapes or business travelers, the resort provides an inspiring backdrop for meetings/events. Offering 25,000 square feet of function space, including 11 meeting rooms, the resort can accommodate events of up to 1,200 attendees. The largest facility, a 12,500-square-foot ballroom, is complemented by four breakout rooms and prefunction areas for group registration and cocktail receptions. All function spaces offer Caribbean-chic surroundings and the most up-to-date technology available. (954) 6241750, www.sheratonnassau.com/meetings. 24

SOURCE • MAY/JUNE 2013

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

PROPERTIES SPECIAL SECTION

Best Beach Meeting Spots

Sundial Beach Resort & Spa

TradeWinds Island Grand St. Pete Beach

Discover the $5 million soon-to-be renovated Sundial Beach Resort & Spa, featuring beautifully freshened meeting and event spaces, personalized service and much more. Sanibel Island’s only oceanfront meeting facility boasts 12,000 square feet of flexible space able to accommodate up to 300 guests, as well as unique outdoor event space with commanding views of the Gulf of Mexico. And because the most valuable part of a meeting doesn’t always happen in a meeting room, Sundial offers a fantastic array of amenities and group activities, plus a brand new spa where experienced therapists and invigorating treatments await. No matter the size of your event, we make it effortless. For more information, contact us at (239) 472-4151 or email brett.lindsay@sundialresort.com, www.sundialresort.com.

Attention to detail, friendly service and value-added group rates bring association meeting planners back to TradeWinds Island Grand year after year. Some of the amenities typically included in the group rate include parking, fitness and business center use, guest room and meeting space WiFi, and waived resort fee. Flexible meeting space with 21 breakout rooms, three rooms exceeding 8,000 square feet and tropical courtyards and beachfront terraces offer distinctive venues for each event. The sophisticated new guest rooms feature luxury pillow-top bedding, HDTVs and travertine tile. Miles of white sandy beach, 10 dining and entertainment venues, cutting-edge water sports, giant waterslide and children’s activities make TradeWinds ideal for a pre- or postmeeting getaway. (800) 345-6461, TradeWindsMeetings.com.

Visit St Pete/Clearwater With decades of experience as a resort destination, the St. Pete/Clearwater area can handle events of any size, from small meetings to major conferences and trade shows. Our CVB, with a qualified, dedicated Meetings and Conventions team, will provide extensive meeting planner assistance, saving you hours of research and legwork. We’ll help you explore our abundant selection of world-class meeting properties, from beach hotels to golf resorts, downtown properties and more. Unique offsite venues, attractions and activities are easily accessible, including award-winning beaches like Clearwater Beach— voted “Florida’s Best Beach Town” in USA TODAY. Once you’ve selected the perfect site, our team can assist with a variety of complimentary convention services. Let St. Pete/Clearwater meet and exceed all your expectations.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

MAY/JUNE 2013 • SOURCE

PROPERTIES SPECIAL SECTION

Best Beach Meeting Spots

Bellasera Hotel

Visit Jacksonville

A hidden gem located in the heart of Olde Naples, Bellasera Hotel offers spacious studio, 1, 2 and 3-bedroom suites with private balconies and gorgeous furnishings. Bellasera Hotel in Naples offers 4,000 square feet of meeting space including ballrooms, an executive boardroom, meeting rooms, Zizi’s Restaurant and Lounge and an enchanting outdoor terrace overlooking the pool area. The Esterra Spa located on property is ideal for relaxation and offers massages, pedicures, manicures and body treatments. This Tuscan-inspired, 4-Diamond Hotel is walking distance from world class shopping and dining on the famous 5th Avenue in Naples and just minutes from the Naples Pier and the beautiful white-sand beaches of Southwest Florida. For more information, call (800) 548-5284 or visit www.BellaseraNaples.com/MeetingsGroups.

Jacksonville, perfectly positioned along the Atlantic Ocean in Northeast Florida, is called the “River City by the Sea.” Whether you are looking to discover the undiscovered, ignite romance, reconnect with family, or be inspired by the city’s cultural offerings, unique cuisine, or uncrowded beaches, anything is possible. Visitors will find plenty to do with diverse activities, restaurants, and nightlife. From convention hotels to resorts to boutique properties, Jacksonville offers more than 18,000 guest rooms, fitting every budget and preference. Jacksonville welcomes groups from 10 to 10,000 to experience its unique meeting venues and event spaces. Beyond the meeting room, the possibility for an unforgettable experience is waiting for you in Jacksonville! Call (800) 340-4444 or go to www.visitjacksonville. com/meetings for more information.

A Unique Place to Meet Ocean Reef Club, Key Largo Secluded on the northernmost tip of Key Largo, Ocean Reef Club offers 2,500 pristine, secure acres less than an hour’s drive from the Miami International Airport. Usually reserved strictly for members, this exclusive Club offers a rare opportunity for select groups to experience its unique way of life firsthand. Over the past three years, guest accommodations have been thoroughly updated, The Spa has been expanded to 9,500 square feet and includes a VIP suite and café and a state-of-the-art Golf teaching facility has been added. Several of the more intimate meeting rooms have recently been renovated, allowing for flexibility in break-out spaces and for private Board meetings, all within the same building. Contact Ocean Reef Club at www.Meetings.OceanReef.com or (800) 843-2730. 26

SOURCE • MAY/JUNE 2013

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

MEMBER NEWS

People, places

things

HOTEL NEWS

OTHER NEWS

Inn on Fifth Receives AAA Four Diamond Award: The Inn on Fifth and Club Level Suites in downtown Naples, Fla. has received the prestigious AAA Four Diamond Rating. This is the first time the luxury hotel has attained this celebrated rating, which comes following the completion of a recent $1.7 million renovation and $18 million expansion that added 32 exclusive Club Level Suites.

EWGA Selected As One Of The Top Ten NonProfit Women-Led Businesses In Florida By The Commonwealth Institute: EWGA, the largest women-focused amateur golf association in the U.S., with chapters in nearly every U.S. major market, was named one of the Top 10 Non-Profit Organizations in Florida at the 8th Annual Top Women-Led Businesses in Florida Awards Ceremony & Luncheon.

Hilton Sandestin Beach Golf Resort & Spa Appoints New Manager of Hotel Operations: Hilton Sandestin Beach Golf Resort & Spa, the largest full-service beachfront resort on Northwest Florida’s Gulf Coast, has announced the appointment of Jackson Cherry as the resort’s new manager of hotel operations. Cherry’s responsibilities encompass all operational aspects of the hotel, including food and beverage, rooms, recreation, security and the Serenity by the sea Spa.

The Chris Craft Antique Boat club honored Executive Director Emeritus, Wilson Wright with its first Honorary Lifetime Membership at the club’s 40th anniversary celebration at Tavares, Florida: Club Vice President Paul Harrison of Calgary, Canada said, “ ...it is time the club started honoring the pioneers who sustained it and there are none more deserving - living or dead - than you are.” Club Secretary Al Benton of St. Louis, Mo. added, “Thank you for being the visionary that brought the founder’s dream back to reality and far beyond.”

Backdrop for First-Ever ‘A Walk Around The World’ Charity Walk: For A Cause Announces Multi-Day Charity Walking Event, November 14-18, 2013. For the first time ever, the Walt Disney World Resort will be the venue to For A Cause, a 501(c)3 nonprofit organization that orchestrates multi-day charity walks in vacation destinations that uniquely allow participants to walk for the charity of their choice. SITE SEARCH SELECTS EXPERIENCED LEADER: Site Search president, Richard Miseyko, CMP, CMM, is pleased to announce the addition of Nina Crabtree, CGMP, as Director of Sales. “Nina is an incredbily accomplised industry leader with an impressive background in the meetings industry. We’re delighted to have a professional of her caliber representing our firm.”

BICSI EXECUTIVE DIRECTOR AND CHIEF EXECUTIVE OFFICER JOHN D. CLARK, JR., WINS PRESIDENTIAL EAGLE AWARD: BICSI, supports the information technology systems (ITS) industry with information, education and knowledge assessment. The Presidential Eagle award is given annually to those recipients who have exhibited leadership, sacrifice and faith in BICSI and shown dedication to the industry over a period of time.

Walt Disney World Resort to Serve as

Congratulations 2013

Scholarship Recipients Marriott International Hotels & Resorts of Florida Scholarship Recipients: Barbara Harrison, CAE, Project Manager, Federal Alliance for Safe Homes (FLASH) Dee Kring, CAE, CMP, Director of Continuing Education, Florida Engineering Society Steven Louchheim, CAE, Executive Director, TALLAHASSEE BOARD OF REALTORS® INC Lance Lozano, CAE, COO, Florida United Businesses Association Elaine Mann Carpenter, CAE, Vice President, Operations, Florida Retail Federation Jan Scheff, CMP, Executive Director, Tallahassee Society of Association Executives FSAE Foundation Associate Member Scholarship Recipients: Susan Henderson, Global Account Executive, ConferenceDirect Felice Levy, Director of Sales, ITM Mobile Margaret Williams, CMP, President, Pizzazz Meeting & Event Planning Group, Inc. FSAE Foundation CAE/CMP Scholarship Recipients: Cora Baker, Association Executive, New Smyrna Beach Board of REALTORS Jillian Heddaeus, Associate Staff Executive, Partners In Association Management FSAE Foundation Scholarship Recipient: Jeanice Caskey, CMP, Meeting Planner, Florida Association of Health Plans A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

MAY/JUNE 2013 • SOURCE

Welcome NEW MEMBERS

EXECUTIVE Jenny Anderson Administrative Coordinator/ Florida League of Mayors’ Relations FL League of Cities Phone: (850) 222-9684 WWW.flcities.com Diane Bennett, CMP Director of Education FL Hospital Assn Phone: (407) 841-6230 www.fha.org Leigh Ann Bradley, CAE Director of Event Planning FL Health Care Assn Phone: (850) 701-3528 www.fhca.com Rebecca DeLorenzo, IOM, CAE President & CEO Flagler County Chamber of Commerce & Affiliates Phone: (386) 437-0106 www.flaglerchamber.org Jeannette Gabay, CAE CFO Laser Institute of America Phone: (407) 380-1553 www.lia.org Melanie H. Younger, CMP Director, Conferences and Events BICSI: A Telecommunications Assn Phone: (813) 979-1991 www.bicsi.org Sasha Jaquith Meeting Planner Kautter Management Group Phone: (407) 774-7880 www.kautter.com Timothy Meadows Member Program Specialist FL Swimming Pool Assn Phone: (941) 952-9293 www.floridapoolpro.com

SOURCE • MAY/JUNE 2013

Richard Rasmussen Vice President FL Hospital Assn Phone: (850) 222-9800 www.fha.org Kimberlie Ryals COO FL Public Pension Trustee Assn Phone: (850) 668-8552 www.fppta.org Barry Stafford, CAE EVP Hernando County Assn of REALTORS Phone: (352) 799-1971 www.hernandorealtors.com Vicki Sumagpang, MSN, RN Director of Programs & Member Engagement FL Nurses Assn Phone: (407) 896-3261 www.floridanurse.org Jessica Tanca Marketing & Technology Coordinator Tallahassee Society of Assn Executives Phone: (850) 561-6124 www.tallysae.org Brenda Thomas Executive Director Mortgage Bankers Assn of FL Phone: (407) 855-6155 www.mbaf.org Kevin Tighe Executive Director National Electrical Contractors Assn - NFL Chapter Phone: (904) 636-0663

ASSOCIATE Joseph Critelli Sr. Sales Manager Hilton in the Walt Disney World Resort Phone: (407) 827-3813 www.hiltonorlandoresort.com Carlie Crooms Director of Sales Courtyard by Marriott Orlando Downtown Phone: (407) 996-1000 marriott.com/mcoma

Chris Cupoli Assistant Director University of Florida Leadership Development Institute Phone: (352) 392-8660 Stefanie Curll Industry Relations Representative VISIT FLORIDA Phone: (850) 205-3861 www.visitflorida.org Diane Darrow Consultant Phone: (941) 345-3475 www.dianedarrow.com Kelli Donahoe, CMP National Account Executive Bay Stage Lighting 4008 W. Alva St. Tampa, FL 33614 Phone: (813) 877-1089 www.baystagelighting.com Tina Dyakon Director, Marketing Solutions & Sales VISIT FLORIDA Phone: (850) 205-3868 www.visitflorida.org David Etheredge CEO Savvy Card Phone: (727) 858-4064 www.savvycard.net Tom Foley Account Director Westin Diplomat Resort & Spa Phone: (904) 277-8337 www.diplomatresort.com Sharon Gray, CMP Meeting Planner A Plan to Meet, Inc. Phone: (850) 224-6222 www.aplantomeet.com JP Guilbault Chief Operating and Revenue Officer YourMembership.com Phone: (727) 827-4289 www.yourmembership.com John Hill VP Partnerships MultiView Phone: (972) 402-7029 www.multiview.com

Kimberly Johnson Sales Manager Sheraton Tampa East Phone: (813) 246-7120 www.sheraton.com/tampaeast Kimberly Lee Sales Manager The Kessler Collection Phone: (407) 996-2923 www.thecastleorlando.com Donald Luteran Director of Sales Omni Orlando Resort at ChampionsGate Phone: (407) 390-6606 www.omnihotels.com Diane Major-Ohm Manager Independent Phone: (480) 620-9293 Kathryn McCaleb Sales Manager Renaissance Orlando Airport Hotel Phone: (407) 513-7225 www.RenaissanceOrlandoAP.com Linda McMahon Director of Group Sales Daytona Beach Area CVB Phone: (386) 255-0415 www.daytonabeachmeetings.com Elizabeth O’Quinn Sales Manager Crowne Plaza Melbourne Oceanfront Phone: (321) 775-0035 www.cpmelbourne.com Annette Polizzi Area Director of Sales New Tampa Hospitality Phone: (813) 349-8165 www.NewTampaHotels.com Sam Pollack Sales Manager Westin Lake Mary Orlando North Phone: (321) 249-8021 www.westin.com/lakemary Melissa Robinson Sales Manager Renaissance Fort-LauderdalePlantation Phone: (954) 308-4506 www.renhotels.com

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

Natalie Rodriguez Sales Manager Sheraton Miami Airport Hotel & Executive Meeting Center Phone: (305) 870-8152 sheraton.com/miamiairport

Jim Zaniello President Vetted Solutions Phone: (202) 544-4749 www.vettedsolutions.com

Steven Shatsoff SVP SmartSource Computer & AV Rentals Phone: (407) 582-9807 www.smartsourcerentals.com

Nina Crabtree, CGMP Director of Sales Site Search, Inc. Phone: (386) 882-0275

Sky Wheeler Sales and Operations Manager Ocala/Marion County Visitors & Convention Bureau Phone: (352) 438-2802 www.ocalamarion.com Shirley Wise Owner Shirley Wise & Associates Phone: (850) 577-1541

NEW POSITION

Amy Issersohn Sr. Convention Sales Manager James L. Knight International Center Phone: (305) 416-5970 www.jlkc.com Chip Minick Area Sales Manager Hutchinson Island Marriott Beach Resort & Marina and Sanibel Harbour Marriott Resort & Spa Phone: (850) 765-8175 www.MarriottHutchinsonIsland.com

NEW:

FSAE Foundation Online Auction

Bid online - june 3-16! You’ve always been able to view Silent Auction items online, now you can bid on them too! The Online Auction is open Monday, June 3 through Sunday, June 16, at Midnight, EST. Just like eBay, you can place your bids on hot hotel stays and fantastic fodder - or “buy it now” for instant gratification! Open to FSAE Members and Non-Members!

www.fsae.org/silent-auction

Ideas Are Better when Shared Sheraton is where people gather – and the Bahamas is the perfect destination for your group travel plans. Situated on a 1,000foot stretch of Nassau’s spectacular Cable Beach, Sheraton Nassau Beach Resort & Casino features more than 25,000 square feet of elegant, tropically inspired indoor and outdoor function space. From corporate retreats to grand events, our beautiful location – combined with stylish amenities and intuitive service – sets the stage for truly unforgettable meetings.

Book at sheratonnassau.com/meetings or call 954 624 1750.

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

MAY/JUNE 2013 • SOURCE

FSAE and FSAE Foundation 2013

CALENDAR OF EVENTS FSAE Associate Advisory Committee Meeting and South Florida Meet & Greet, The Breakers, Palm Beach

23-24 Board Meetings (FSAE & Foundation) The Breakers, Palm Beach

FSAE Foundation’s Online Auction open: www.fsae.org/ silent-auction

July 2013 10

November 2013

3-6

ASAE Annual Meeting & Expo Atlanta, GA

16-18

FSAE CEO Retreat Ocean Reef Club, Key Largo

September 2013

June 2013 3-16

www.fsae.org

August 2013

May 2013 23

Dates Subject to Change. Please see www.fsae.org for the most up to date information.

Board Meeting/Orientation (FSAE & Foundation)

10-12 FSAE Annual Conference Marriott Tampa Waterside Hotel & Marina, Tampa

FSAE Foundation Executive Series Luncheon Hotel Duval, Tallahassee (Sponsored by Renaissance Orlando at SeaWord)

25-28

FSAE Foundation Think Tank Sirata Beach Resort & Conference Center, St. Pete Beach

Central Florida Meet & Greet Royal Plaza Hotel (WDW), Orlando

7-8

FSAE & FSAE Foundation Board Meetings Royal Plaza Hotel, Orlando

SAVE the DATE

October 2013 17

FSAE Foundation Golf Tournament, Southwood Golf Club, Tallahassee

March/April 2013 DONATIONS

2014 Annual Conference Hilton Orlando July 9 - 11, 2014

Paget Kirkland Kirkland Event and Destination Services, Inc. Patricia Lange FL Assisted Living Assn

Margo Adams FL Psychiatric Society

Carlie Crooms Courtyard by Marriott Orlando Downtown

Wendy Parker Barsell FL Swimming Pool Assn

Diane Darrow Consultant

Janegale Boyd LeadingAge Florida

Rebecca DeLorenzo Flagler County Chamber of Commerce & Affiliates

Kristin McWhorter, CAE National Poultry & Food Distributors Assn

David Garrison Florida Realtors

Bennett Napier, II, CAE Partners in Assn Management, Inc.

Amy Issersohn James L. Knight International Center

Rich Robleto, CAE Healthy Kids

Gregory Brooks Association Management Company Jaime Caldwell South FL Hospital & Healthcare Assn

SOURCE • MAY/JUNE 2013

Kimberly Lee The Kessler Collection Rachel Luoma Partners in Assn Management, Inc.

Natalie Rodriguez Sheraton Miami Airport Hotel & Executive Meeting Center Elizabeth Smith Technology Services Group David Sutton Sutton Trade Association Management LLC Doug Wheeler Florida Ports Council Shirley Wise Shirley Wise & Associates Jason Zaborske Association Management Company

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

digitalSOURCE

Technology Audits:

By Marcia Elder, President CPI Consulting & Tech-Knowlogy.com

Taking Stock & Planning Ahead for Powerful Results

echnology affects every single reader of this magazine, no exception. Business technologies — those dealing with information, communications and commerce — are changing at lightning speed. No doubt, by the time this article is published (from the time it recently went to press) even more technology tools and options will have emerged. Our ability to make the most of our technology resources depends on the particular technology tools we have, want, need and can get... plus our know-how in using them effectively. And a technology audit can help us gain the best results from these invaluable resources.

What Is a Technology Audit?

The term “technology audit” sounds technical and complicated, but it’s actually quite straightforward – like auditing your finances but, in this case, identifying and evaluating an organization’s technology resources. Basically, an audit includes an examination of an organization’s computers and other hardware, primary software, technology infrastructure and management controls. Equipment age, security protocols, internal control design, licensing agreements and IT governance structure are some of the common considerations in a traditional audit. “New era” style technology audits can also include or focus on innovative and emerging technologies fast becoming vital for today’s times. Capabilities for Internet-based fundraising, sales, events, data management, membership services and communications are examples.

Why Have One Done?

Technology has direct bearing on an organization’s stability, vitality, professionalism, security, efficiency, financial viability and overall effectiveness. Technology audits provide an inventory of resources, valuation information for financial statements and benchmarks for technology planning. They can reveal significant vulnerabilities of an organization and point to needed controls for information security and management. They can open the door to new organizational functions and services to further one’s mission. They can open the

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

door to new organizational functions and services to further one’s mission. By documenting systems, practices and operations, they also open the way for improvements in efficiency and effectiveness.

Audits include:

• What do you want (organizationally)? • Where are you headed (growth, priorities, finances, etc.)? • What do you have (technology-wise)? • What do you do with what you have? • What are your options for the future? • What recommendations does the professional who is objectively reviewing your organization have to offer?

Your Audit or Review

Technology audit and review providers should be objective and have your best interests in mind. They should be trustworthy and competent, as you are giving them an inside look at your most valuable organizational assets. Finding someone able to facilitate an organization’s discovery of what it most wants and needs will also lead to the most meaningful options and recommendations. Keep in mind, too, that a technology assessment all by itself doesn’t get you to where you want to go. You’ll need either the in-house capability or external support (or both) in order to implement the technology measures and strategies pertinent to the review. Whether you’re a nonprofit association, a hotel or other type of organization, technology audits and reviews can position you for greater success while avoiding costly problems in fast changing times. Marcia Elder is President of CPI Consulting and Tech-Knowlogy.com. Her firm has been in business in the Tallahassee area for over 25 years and leaders in virtual events and online technology services since 2005. They are an FSAE member and have long-time experience providing professional services to nonprofit organizations. They host www.TheVirtualSolutionsCenter.com on diverse technology resources and solutions and can be reached at (850) 997-2837.

MAY/JUNE 2013 • SOURCE

digitalSOURCE

By Harrison Coerver and Mary Byers, CAE Reprinted with permission from Steve Drake and SCDdaily http://www.scdgroup.net/

Association Boards Road to Relevance: 5 Strategies for The Competitive Association Associations today are confronted with unprecedented levels of competition.

or decades, membership organizations operated in a kinder, less competitive environment. But suddenly they find themselves overwhelmed with competition from multiple directions and non-traditional sources. The array of competition is vast. Competition comes from other associations; from the association’s own members; from publishing houses and media companies; from cooperatives, buying groups and self-directed peer groups within the association; from forprofit companies: both large with considerable resources and small, quick, tech savvy entrepreneurs. Last, but not least, the internet where information is available free in a split second, 24/7, where ever you are. Social networks offer a potent alternative to the face-to-face connections and search engines enable members to easily find information and resources that in pre-internet times they didn’t even know existed. Failure to adapt to this competitive threat puts an association’s relevance in jeopardy. Simply put: when an association’s competitor does a better job, they matter more and the association matters less. Unfortunately, the traditional association model is not a very competitive one.

2. Tradition-driven, complacent operations versus entrepreneurial thinking. “That’s how we did it last year and the year before that” versus continuous enhancement and improvement. A volunteer with a professional society recently remarked in an interview, “These are challenging times for associations and we need to think differently. We have to be willing to try new things – we should be fairly agile and test and re-try new ideas.” In another conversation, a board member from a trade association said, “We are too focused on what has been versus what might be.” These are telling remarks from enlightened volunteers.

There are four aspects of conventional association practice and thinking that make them vulnerable to competition:

3. Associations subsidize a lot of their programs and services with one or two net revenue generators. The annual meeting or trade show make strong profits that feed those services that can’t seem to cover their own costs. These subsidies can be a ball and chain for the association that a focused competitor does not have to drag. Instead, the focused competitor reinvests in and strengthens their profitable offering, further improving their competitive edge.

1. Extensive menus of programs, products, services and activities – many of which are often unrelated to each other. And many of which have only “some” value versus being best in class. It is extremely difficult to market a long list of offerings in today’s overcommunicated climate.

4. Many associations use processes that are slow, unproductive and inefficient. Committee development approaches can take months or even years. Time-pressed volunteers drop the ball or don’t follow up, resulting in delays. New projects Continued on 34

Today’s Associations Are Vulnerable

And who is interested in buying a runof-the-mill offering versus one that offers superior value? Competitors are often single-mindedly focused on one product or service area, giving them depth of expertise and a clear value proposition that associations don’t always have.

SOURCE • MAY/JUNE 2013

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

digitalSOURCE By Karen Emanuelson, President Reciprocate LLC www.ReciprocateLLC.com

Engage Members and Sponsors with

Sample Association Marketing and Social Media Calendar JANUARY Value of Your Membership in 2014 FEBRUARY Meet our Board MARCH Time Management for your industry APRIL Meet the Staff MAY Meet our Partners/Sponsors – presale Conference JUNE Conference Marketing – build excitement, drive registration, previews from speakers JULY Annual Conference - pre and post promotion, event listings, engage attendees AUGUST Conference Stats and Proceedings, share reviews and presentations, early registration for next year SEPTEMBER Back To School - Continuing Education Opportunities OCTOBER New Technologies in your industry NOVEMBER Membership Drive - Meet Our Members DECEMBER Membership Drive - Year in Review – what we accomplished together

Social Media I

t’s no longer enough for an association to have a Facebook page, Twitter account, and/or LinkedIn page that is used as a billboard to post association events and news. The sheer volume of organizations creating and posting simultaneous messages combined with recent changes to social media algorithms make it difficult for most social media messages to reach their intended audiences. It’s no wonder that associations that randomly post on their social media networks without a plan often express frustration that “it’s not working.” While the thought of abandoning social media may be appealing, the most successful associations are, instead, doubling-down on their efforts by making smarter choices for how they spend their time online.

The importance of setting goals and having a plan

Smarter choices begin with setting specific goals and creating a plan to achieve them. Effective associations understand that they participate in the social networks for a specific purpose. Goals could be simple such as to inform and educate, to increase membership, to encourage event attendance, or to provide an alternate communication conduit. Association staff who have an understanding of the “why” they are posting and tweeting will be able to increase the effectiveness of their social media interactions. Taking an association’s social media marketing to the next level Once goals for using social media are defined, associations should create specific campaigns which help to achieve these goals. Membership campaigns can include video testimonials from current members showing the value of membership. Creating a weekly post such as Tuesday’s Tips – released at the same time each week with the same theme – can create a following. Using and promoting the use of a hashtag (the “#” symbol followed by a key word or phrase) can also encourage engagement. Associations can even create events on Twitter or Facebook including conducting live interviews and encouraging questions and live interactions from their online community. One tool which many of my clients have found extremely useful is a marketing calendar which serves as a guide for post and tweet ideas while helping guide associations toward their online goals. A sample of an annual association social media marketing calendar is included with this story. A Marketing Calendar template may be downloaded from http://bit.ly/MarketingCalendarTemplate to help start the process.

Generate Engagement by Building Relationships

Engagement is one of today’s buzz words. It simply means you need to stand out online with posts and tweets that generate likes, comments, and retweets. To encourage engagement, successful associations appeal to members’ and sponsors’ human side. There’s no need to be robotic or stuffy on social media sites. It’s relatively simple to create a post about an upcoming event or the need to renew membership, but the key to success with social media – and with your association in general – is to build a personal relationship with your members and sponsors. And, you might be surprised how it’s the little things that can make a difference. We’re all human. We respond when we believe someone is reaching out to us per Continued on 34

A PUBLICATION OF THE FLORIDA SOCIETY OF ASSOCIATION EXECUTIVES

MAY/JUNE 2013 • SOURCE

Engage members and sponsors with social media continued... sonally. Especially in today’s mass email marketing and social media bulk posting, a message that speaks to an individual is rare – and usually appreciated.

8 Easy Ways to Personalize Social Media

To personalize their social media presence, associations can: • mention individual members who have renewed their memberships or RSVP for an event • post on a sponsor’s page (or tweet using the sponsor’s Twitter handle) to publicly thank them for their sponsorship • post and tag photos from events and daily activities around the association • recognize volunteers • ask relevant questions • conduct simple polls • interact with online communities by commenting, liking, and retweeting others’ posts and tweets • respond to all posts and tweets from others that mention the association with an acknowledgement comment as simple as “Thanks”, “Glad you enjoyed the session”, or” How can we help fix the situation?”

Associations that spend their time online wisely will derive benefit from social media. Goal setting, planning, creating a social media marketing calendar, and personalizing social media interactions will go a long way in helping an association’s social media efforts become a productive part of overall member and sponsor engagement. As President of Reciprocate LLC, Karen Emanuelson helps organizations realize their full potential as they incorporate online marketing, social media, mobile, and virtual tools to maximize results. With more than 30 years of marketing experience, Karen has shared her expertise with audiences across the country including the Small Business Administration, Tallahassee Community College, the TalTech Alliance, and the Tallahassee Society of Association Executives. Karen is an active member of the Board of Directors for Junior Achievement Big Bend where she is initiating their online presence, including developing their website and building their social media communities.

Road to Relevance continued... or program enhancements lay idle waiting for board approval. Many associations are overweight and out of shape in this regard, making a poor match for lean and quick competitors.

The 5 Strategies

Meeting the competitive challenge will require thinking differently about how we manage and govern. Consider the following strategies as you address the competitive realities of today’s marketplace: 1. Identify and analyze your competition. Start with a list for all of your major programs and services. Identify the competitors for each one. Then analyze the competition. What are their strengths? Weaknesses? Delivery systems? Marketing approach? Pricing? One warning: don’t define your competition too narrowly. Yes, reading USA Today is competition for your magazine. 2. Concentrate resources on key result areas. Spreading your human capital, budgets and energies across a long list of programs and services marginalizes all of them. Rigorously identify your strengths and focus your resources and attention on them with discipline. 3. Purposefully abandon underperforming programs and activities. Resource concentration means having to say “good bye” to marginal offerings. And going forward, it means saying “no” to ideas, no matter how well intentioned, that will divert resources from those where you excel. 4. Work to make your programs and services fit. Management guru Michael Porter has long contended that a key to

SOURCE • MAY/JUNE 2013

competitive advantage are services and processes that compliment and reinforce each other and that “fit” with one another. Siloed services are more vulnerable to competitors than those that are integrated. Consider developing “suites of services” around a need. An example would be a set of services around career development for an individual membership organization. It could include services like a job bank, resume templates and compensation surveys. 5. Eliminate waste and reduce costs. When U.S. manufacturers were confronted by global competitors, they turned to lean manufacturing processes to respond. Lean thinking considers anything that does not contribute value to the member to be waste. Mapping the processes for producing your programs and services is illuminating and helps identify and eliminate unnecessary delays, bottlenecks and other unproductive steps. Eliminating waste means more of your resources are working to add value. The tools to compete are available. Maintaining relevance and competitive position is simply a matter of adding them to your toolkit. Associations need a sense of urgency in responding to the challenge, however. They need to wake up and smell the competition. Every day you wait results in eroding market share and a step ahead for the competition. Harrison Coerver and Mary Byers, CAE, are co-authors of the bestseller Race for Relevance: 5 Radical Changes for Associations and Road to Relevance: 5 Strategies for Competitive Associations released by ASAE March 1, 2013. Article reprinted with permission from Steve Drake and SCDdaily - http://www. scdgroup.net/

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