Association Insight International & European | Page 6

Association Insights | Article

Making the right technology choices is a challenge for most
associations as they need to match membership needs,
therefore we’ve taken lessons from the forward-thinkers
of Silicon Valley start-ups. To build productivity and
engagement, we examine how to make better technology
decision to empower staff to better manage resources to
meet strategic aims, as well as review the case study of the
Golf Club Managers Association where, Mike Hyde, Digital
Communications Manager, explains how they delivered
business objectives digitally and advised why your solution
should be scalable when doing so.

With 8 learning labs provided by technology suppliers
working with associations on topics ranging from audience
engagement through mobile technology, gamification,
event management software, technology, CRM and future
membership needs and eLearning products and needs;
over the two days delegates had the chance to pick the
suppliers’ brains and have their technology questions
answered.

Together with Gaëlle Delmas-Watson, Virtual Classroom
Specialist at SyncSkills, on the second day we looked
at eLearning models and strategies of adopting them,
including targeting specific profiles in your membership,
assessment and learning application and reflecting value
with clear price structure. Andrew Mortimore, E-Education
Manager of Association of Anaesthetists Of Great Britain &
Ireland and the AAGBI Foundation, took us through a step
by step case study of migrating live events to video and
how to use member data to better understand member
learning needs.

“Attending Associations Congress events is
invaluable for me, as it gives me the opportunity to
step out of our immediate industry and reflect on
our work as a professional body. The mix of practical
and theoretical technological advice was perfect, and
gave me a long list of actions to take back to work.”
Mike Hyde, Communications Manager, Golf Club
Managers’ Association

Here’s what delegates thought:

“Really interesting speakers, good case studies from
other associations and nice mix of workshops and
plenaries”
Claire Bloomer, Director of HR & Facilities, Chartered
Institute of Public Relations
“There were some really insightful presentations
with good case studies to support them. I only wish I
had another colleague with me to take advantage of
the multiple streams.”
Emma Bossom, Business Development Director,
Royal Aeronautical Society

Cesar Lastra, the In-company Course Director of the
Chartered Institute of Marketing, chaired a stream on how
to add to the members’ experience with event management
& web analytics. Fellow speakers added insights on
data management for event marketing, highlighting
the strengths and limitations of people, processes and
technology and how to extend the reach of your event
management technology from basic to a branded and
enhanced experience. Michael Collins, Managing Consultant
for Database Marketing Counsel, analysed how to make
the most of your data when it comes to both events and
membership, while Lynsey Sweales, Chief Executive of
SocialB, spoke about digital marketing, including SEO,
social media, paid advertising, mobile and email marketing.

“Definitely worth attending to make you think
outside of the box and become inspired!”
Lara Pocock, Membership Manager, British Equine
Veterinary Association
“Very diverse event with multiple hands-on
workshops to bring you up to s VVBv