THE DIGITALIZATION OF ASSOCIATIONS FEBRUARY | MAY | JULY | SEPTEMBER 2019 | NOVEMBER EUROPEAN ASSOCIATIONS THE PROS & CONS A BRIEF GUIDE TO & ONLINE ENGAGEMENT OF DIGITAL ADVOCACY ASSOCIATION DIGITALIZATION The Age of Continuous Connection The title of this letter is not from us, unfor- business model, you will surge ahead. If you tunately, but it’s a good extension of the main are slow to respond, you will fall behind. We topic of this issue, in which we explore what are moving away from a scenario in which associations are doing to transform them- you have a periodic dialogue with your mem- selves digitally. bers into one in which you are continuously engaged with them. ‘The Age of Coninuous Connection’ is the title of an article recently featured in Harvard The continuous connection opens, in this Business Review by Nicolaj Siggelkow and regard, new opportunities, and technology Christian Terwiesch, co-directors of Whar- can change the way associations gain feed- ton’s Mack Institute for Innovation Manage- back about their target audience - they can ment. They argue that the rise of the Internet now understand their members’ behaviors 2019 of Things (IoT) changed the way we interact through continuous research and big data. with objects around us. Devices are no longer This scenario unleashes big opportunities for standalone devices but instead have become a deeper understanding of their needs – in connected objects. They sense the world and other words for understanding how you can FEBRUARY they exchange information in a network, and stay relevant to them – and for anticipating they are always connected, creating for com- and predicting future evolution. 03 \ panies a strong relationship with customers thanks to frequent digital interactions, fewer In this context, the challenge in the continu- frictions and continuous monitoring of users’ ous connection is not about how to use tech- behaviors. nology – which has become a necessity and a given – but how to find a way to develop and The piece inspired some exciting new strate- manage a continuous relationship with your gies to stay ahead of the competition. But we members. If you can find the key to this, and think it only scratches the surface of what is adopt a planned strategy for your members possible when it comes to associations. to realize they can’t do without your input Indeed, if you embrace a world in which you and insights, you will, for sure, stay ahead are continuously connected to your mem- of the curve and become sustainable on the bers and stakeholders, and you rethink your long-term. Founder & Chief Editor Founder & Managing Partner THE IMPORTANCE OF EDUCATION Expo Tel Aviv - international convention center, is located in the heart heart the in located is center, convention international - Aviv Tel Expo Expo Tel Aviv - international convention center, is located in the heart of Sunny Tel Aviv and is the largest and most advanced venue in Israel. in venue advanced most and largest the is and Aviv Tel Sunny of of Sunny Tel Aviv and is the largest and most advanced venue in Israel. 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Proud to host the host to Proud Proud to host the WWW.EXPOTELAVIV.CO.IL | [email protected] | +972-3-6404444 T. | Israel Aviv, Tel Blvd., Rokah 101 101 Rokah Blvd., Tel Aviv, Israel | T. +972-3-6404444 | [email protected] | WWW.EXPOTELAVIV.CO.IL CONTENTS EDITOR'S PAGES FEATURE: THE DIGITALIZATION OF ASSOCIATIONS DESTINATIONS 06 AC FORUM 06 A GLOBAL FOCUS WITH A STRATEGIC PLAN 08 MEET4IMPACT 11 MONTREAL34 48 THE VOICE OF KLCC 14 CALGARY 50 DUBAI ASSOCIATION AUSTRALIA 56 2019 CONFERENCE 2019 16 ADELAIDE 60 SEOUL 63 22 SWITZERLAND 70 INSIGHT SERIES RIGA 72 EMBRACING A DIGITAL MINDSET 23 MONACO 75 Head of Communication for EORTC, Davi Kaur looks SEPTEMBER AMSTERDAM 76 at how the organization has transformed itself digitally. PRAGUE 78 AZERBAIJAN 82 05 \ EUROPEAN INDUSTRY ASSOCIATIONS & ONLINE ENGAGEMENT 26 ESAE Board Member Attilio Caligiani says the majority FRANCE of associations recognize the importance of integrating the digital dimension in their day-to-day activities and 44 engaging efficiently their audience online. CANADA 44 QUEBEC 52 A BRIEF GUIDE TO ASSOCIATION DIGITALIZATION 29 Frank M. Waechter takes a look at the most effective strategies and solutions that associations LEGACY SERIES can use to achieve their digital transformation. THE PROS & CONS OF DIGITAL ADVOCACY 32 37 NANCY 38 Margaux Rundstadler argues that, if going digital has LYON 39 become a prerequisite for associations, it also means it PROVENCE ALPES should be carefully planned and reviewed. CÔTE D'AZUR 41 NANTES 42 66 LA BAULE 43 SARAWAK 66 Speaking the Language of Leadership The inaugural AC Forum and Leading Centres of Europe (LCE) collaborative learning experience in July took the theme of the language of leadership, with delegates joining forces to improve their communication skills. Words Chantelle Dietz Clear, authentic communication is essential Scottish Event Campus (SEC) in Glasgow that the Leading Centres of Europe might honing their communication skills. in the associations sector, so mastering how be interested. After a number of exploratory to get your message across effectively is The event marked the culmination of conversations, we came up with the idea of a a must - especially for those in leadership months of planning and discussions long-term partnership focused on a one or two- roles. The first AC Forum and Leading between the two bodies, which started with day educational event, with content that was of Centres of Europe (LCE) collaborative a speculative phone call. “AC Forum was mutual benefit. By learning together, we build learning experience from 1-2 July united looking for new avenues to collaborate with even greater industry insight from which we all a small group of 20 members from both industry partners. They contacted the SEC to benefit,” says Kathleen Warden, Director of 06 \ BOARDROOM MAGAZINE BOARDROOM \ 06 organisations to spend two days at the discuss possible partnerships, and I suggested Conference Sales at the SEC. PARTICIPANTS ARRIVING AT THE COLLABORATIVE LEARNING EXPERIENCE PINK ELEPHANT Delegates were split up into pairs - with skills had been developed. The whole The content of the inaugural event was one LCE representative and one AC Forum exercise inspired ‘true learning’. “When you designed to improve the performance representative - and interviewed on pre- are out of your comfort zone, your primal agreed scenarios relevant to their working of the individuals in both their business instincts kick in - fight or flight - and flight environment, giving them the opportunity and personal lives through learning the was not an option. So everyone had to rise to to practise their new skills. “ ‘language of leadership’. Both organisations They really had to the occasion and there was a great feeling of ” says agreed the theme would offer value to their trust each other to manage their way through achievement from all of the participants, s,” says Warden. “ Warden. respective members, and would provide a the testing interview It also helped to break down the sense of buyer and strong start to their events partnership: “We supplier – everyone was equal, and that felt like EDUCATIONAL AMBITIONS wanted to have something that was beneficial true partnership.” for both the AC Forum members and the LCE The feedback from the first event has attendees,” explains Carola van der Hoeff, been extremely positive, from both sides Secretary of the AC Forum and COO & of the table, as new skills, that will benefit Congress Director at the International Leading the participants in their business as well Pharmaceutical Federation (FIP).