CIBTM Knowledge
中国会议周
Association Meetings:
Strategic Roles and Trends
协会会议的战略角色和趋势
Maria Tong
童英
ASAE: American Society for Association Executives
美国社团管理者协会
China Representative
中国代表
Agenda演讲内容
• Who We Are 关于ASAE
• Strategic Roles of Association Meetings
协会会议的战略角色
• Association Meetings in the US
美国协会会议市场
• Trends Impacting Associations Meetings
协会会议的趋势
• Suggestions建议
• Q&A 常见问题
Who We Are
我们是谁
Who We Are我们是谁
 Founded in 1920 1920年成立
 Based in Washington, DC 位于华盛顿
 22,000 members 22，000个会员
 11,000 organizations 来自11，000个组织
 United States and 50 countries 来自美国等50
个国家
Who We Are我们是谁
15%
Suppliers
供应商
85% Association
Executives
协会管理人员
18,854 Association Executives协会管理人员
3,336 Industry Partners 行业合作伙伴
Who We Are我们是谁
Combined: 组合的
Members are both
companies and
individuals, like the
Institute of Real Estate
Management
会员包括公司和个人，比
如不动产管理学会
Trade:行业
Companies are the
primary members
such as Printing
Industries of America
公司会员，比如美国
印刷行业
Combined
19 %
Trade
38%
Individual
Membership
Organizations
43%
Individual:个人
Members are
Individuals who work
at other associations,
such as the American
Medical Association
staff
在其他协会工作的个
人，比如美国医疗协
会
Who We Are我们是谁
70% of ASAE’s membership is composed of executives and top
management staff
70%的ASAE会员是由高管人员组成
Deputy Executive Directors
and Senior Staff 副总/高级经
理
Chief Staff Officers 首席执行
官/总裁
36%
34%
What We Provide
ASAE-学习与沟通平台
LEARNING 学习平台
COMMUNITY 社交平台
KNOWLEDGE 知识资源
ADVOCACY 倡导
Strategic Roles of Association
Meetings
协会会议的战略角色
What is Association?什么是协会?
An organization or group of individuals affiliated
with one another who share a common purpose,
interest, or mission and exist for the mutual
enrichment and advancement of their membership.
1 in 3
由具有共同目的和兴趣或使命的人们组成的，并为
会员的利益和发展而存在团体或组织。
Strategic Roles of Association Meetings
协会会议的战略角色
• Meetings help association to achieve its
mission and membership value
会议体现协会的使命和会员价值
• Meetings mean business
• Meetings foster core membership
• Meetings enhance association brand
Association Value协会的价值
Learning 学习系统
Knowledge知识信息
Community 交流平台
Advocacy倡导主张
Association Benefits
协会的会员权益
Access to the most up to date information available获得信息
4.22
Professional development or educational program offerings
职业发展和学习机会
Opportunities for you to network with other professionals
与同行交流机会
3.91
Access to career information and employment opportunities
3.39
Access to products, services and suppliers
3.21
Opportunities to gain leadership experience
3.05
A reference directory of members/practitioners
2.93
Member discounts or group purchasing activities
2.85
3.72
Strategic Roles of Association Meetings
协会会议的战略角色
• Meetings help association to achieve its
mission and membership value
• Meetings mean business
会议意味着商机
• Meetings foster and engage membership
• Meetings enhance association brand
Association revenue source
协会收入来源
ASAE ORR 2009 - 1mUSD
其他
25%
教育/会议
36%
会员
39%
Conference Revenue会议收入
• 会议收入
o Registration 注册费收入
o Sponsorship 赞助收入
o Exhibition sales 展览收入
• 参会人数/赞助和展览销售的利润比例:
60/40
• 会议带动协会其他附加产品, 如刊物，培训
项目，会籍
Meetings bring in other growth
会议带来其他增长
以美国为例:
$263 Billion in Spending 2630亿$支出
 1.7 Million U.S. Jobs 170万美国就业机会
 $106 Billion in Contributions to GDP 1060$亿GDP贡献
 $14.3 Billion in Federal Tax Revenue 143$亿联邦税收
 $11.3 Billion in State and Local Tax Revenue 113$亿州和
当地税务收入
 $60 Billion in U.S. Labor Income 600$亿美国劳工收入
Strategic Roles of Association Meetings
协会会议的战略角色
• Meetings help association to achieve its
mission and membership value
• Meetings mean business
• Meetings enhance association brand
会议提升协会品牌
以ASAE 2012年达拉斯年会为例
Public Relations
Outreach
公关宣传活动
• Media Tour (July 2012) 媒
体展示（2012年7月）
• Press releases
before/after Annual
Meeting（会前和会后报
道）
• More than 130 media hits
超过130家的媒体
• Onsite press conference
活动现场的新闻发布会
Tweets - 16,820
Accounts Tweeting- 1,946
16,820条Twitter信息
1,946条群发信息
App Downloads 973
App Usage Sessions - 31,753
973次App软件下载
App使用率31,753次
Facebook – 500+ likes
Facebook超过500个关注
Association Meetings in the US
美国协会会议的现状
Association Meetings协会会议
U.S. Associations:美国协会
 Plan nearly 400,000 meetings, expositions
and seminars annually计划每年近400，000
的会议，展览和研讨会。
 Sponsor 47 of the top 50 tradeshows held in
the United States 美国前50名展会有47家由协
会主办。
 Purchase approximately $1 billion annually in
computer hardware and software 这些会议及
展会每年在计算机硬件和软件采购上花费近10
亿
Association Meetings协会会议
U.S. Associations: 美国的协会
 47% have meetings outside of the U.S. 47%在
美国以外举办会议
 42% have international members 42%举办国际
会员
 35% have international components 35%有国际
分支机构
 27% have international board members 27%有
国际理事会成员
 17% have offices outside of the U.S. 17%在美国
以外有办公室
Asia a Key Destination亚洲是一个
核心的目的地
International Destinations Considered by U.S.
美国考虑的国际目的地
Association for Future Meetings未来协会会议
#
%
53
14
155
42
89
24
263
73
96
26
Caribbean – Puerto Rico加勒比海-波多黎各
100
27
Europe 欧洲
210
58
92
25
South America 南美
107
29
US - Mexico 美国—墨西哥
214
59
Africa 非洲
Asia 亚洲
Australia 澳洲
Canada 加拿大
Caribbean 加勒比海
Latin America拉美
Trends Impacting Association
Meetings
影响协会会议的趋势
Trends趋势
•
•
•
•
Technology Driven 技术驱动
o Mobile 手机
o Virtual/Hybrid Meeting 虚拟/混合式
o Social technology 社交媒体记述
Industry Driven 产业驱动
o Growth will be spurred by select clients/industries 优秀的客户和行业会
刺激会议产业的增长
Educational Design 内容形式设计
o Experiential 体验式
o Gaming 游戏竞技类
Sustainability
o “Paper” to “Paper-light or Paper less”. (Smart Phone/Tablet) 趋于少纸
o Include sustainability requirements in their RFP process.招标书包含环保
要求
o Natural，shared resources and local resources will be “In” … Waste
“Out”推崇天然资源, 共享资源和本地资源，摒弃浪费
建议
• Know your members and your potential members – what problems
are they trying to solve. Design a meeting aligned with the need of
your members， customers and industry.
了解协会的会员和潜在会员，明白他们想要解决什么问题；设计会员、
客户和行业需要的会议
• 思考5“W”: Who, What, When, Where, Why 人物, 事件, 时间, 地点,
原因
• Adapt your association meetings to the changing environment ---Innovation and Evolution
协会会议要能适应急速变革的社会环境: 创新和进化
• Provide a forum for stakeholders to engage in the development of
the association meetings 让你的利益相关人参与会议的开发和策划
• Look for partners that could help you reach your goals and be more
successful
寻找能够帮助实现你的目标及助你更加成功的合作伙伴
Connect with U.S. Associations
与美国协会建立联系
Experience ASAE’s Annual Meeting &
Exposition and connect with thousands of U.S.
and international association professionals
体验ASAE年会暨博览会，并与数千名美国和国
际协会专业人士建立联系
August 9-12 8月9-12号
Nashville, TN
那什维尔，田纳西州
asaecenter.org/AnnualMeeting
Q&A问题回答
Thank You for Your Time
感谢您的参加！
Maria Tong
mtong@asaecenter.org
+86-10-56641726
Thank you so much for participating in our education programme.
Tell us what you think and help shape the programme for 2014
by completing the online survey emailed to you after the sessions.
感谢您出席本次教育论坛！
请协助完成在线问卷，我们期待聆听您对2014年教育论坛的宝贵意见！