How Associations can Harness Technology and Online Events

While technology plays an ever-growing role in the way associations manage their operations and meetings, the COVID-19 pandemic has sent many associations scurrying to make a shift. But how can associations leverage technology and, in particular, online events? Some of the partners of the World PCO Alliance recently shared their thoughts on how associations can best integrate technology so that they survive not only during the pandemic, but in the long-term.

André Vietor of Bco Congresos feels that technology is simply “a must” for any association wishing to thrive in the 21st century. “They need to continue providing services to their membership,” Vietor says. “In particular access to education and providing CME and CPD credits through virtual conferences or e-learning platforms, or they risk becoming irrelevant.”

Those associations that were already leveraging technology in their processes have fared better at riding the wave of the current pandemic. Many others, however, have found themselves scrambling to adjust to the new way of doing things. Regardless of which category your association falls into, there is no doubt that COVID-19 has changed the way you do business. Gregg Talley from Talley Management Group says that this has been the greatest issue facing associations: “If your organisation was not already moving in this direction, then the pandemic exposed some real challenges, both in terms of technological capability and the team resources to manage and support it.”

But hold on, before investing in the shiniest tools, Jean-Paul de Lavison of JPdL cautions associations to use a strategic approach. “We like to call it a digital transformation,” de Lavison  says. “Technology selection and how the technology will be used are key things that an association should assess.” Moreover, long-term and short-term needs can be very different. In the short-term, some associations are facing the challenge of making it through the next year. A long-term strategy may require broader changes and considerations. As a general rule, though, de Lavison advises associations to adopt tools that are scalable and flexible.

While meetings and events are a cornerstone of any association’s activity, the pandemic has brought almost all face-to-face events to a screeching halt. Yet, considering that many associations depend on their congress income to survive and that congresses fulfill the associations’ educational mandates, dropping events is out of the question. While some conferences were already adding a virtual element to their programs, everyone seems to have virtual events in mind these days. As with in-person events, online conferences require a vision and a strategic approach that will ensure the event complements the general mission of the associations as well as serve their membership.

De Lavison reminds us that technology is but a small part of the equation. “Delivering an experience online can be done in different ways and budgets can vary wildly,” he says. “Focus on how you want it to work before deciding what the tool will be.” He also recommends mastering the art of storytelling and delivering content in a format similar to a talk show. “Remember that you are dealing with digital attention spans, so smaller doses of information work best.”

Also, Gregg Talley urges associations to consider a virtual event as any in-person event. “You have to build a team,” he says. “Like any live event, you want to create those WOW moments. You want to offer your attendees the time, space and opportunity to connect virtually.” 

Nancy Tan of Ace:Daytons Direct finds that, for simple virtual meetings, the most cost-effective and user-friendly tool is Zoom (with certain limitations). For those associations looking for a solution that can deliver a more complex event, including virtual exhibition and business networking, there are other platforms like MICEair. A complete virtual and hybrid event management platform, MICEair is helping Ace:Daytons Direct’s corporate and association clients organise virtual conferences and exhibitions as well as hybrid events. “MICEair can bring meetings, incentives, conferences and exhibits on air with end to end pre-event, live day and post-event video-on-demand,” Tan says.

For André Vietor, regardless of the tool associations select, the important thing is that it is user-friendly for them as organizers. “And the tool should provide an enjoyable attendee experience while optimising interaction and engagement.”

While selecting the right platform might seem like a daunting task, virtual events are undoubtedly an exciting opportunity. Jean-Paul de Lavison adds: “Virtual environments offer endless possibilities for the creation of highly personalised sponsorship experiences that can help you renew and solidify financial support for your association.”

Navigating change is one of the most common challenges for associations. And change in a technological context can be particularly intricate. With their expertise, professional conference organisers (PCOs) can help associations assess their needs as well as any tools associations are considering. Beyond this, many PCOs have established relationships with suppliers and can leverage these relationships for their clients. “We have secured relationships with technology partners to allow incremental improvements to enable us to customise and deliver solutions at a variety of budgets, complexity and available time,” de Lavison says.

Forecasting trends is something that many association teams simply do not have the time to do, but it’s another benefit of partnering with a PCO. Realising that virtual events were suddenly a necessity with the onset of the pandemic, Talley and his team acted quickly. “We hired a specialist in virtual event strategy to work with our teams and clients,” he says. “Now we are designing hybrid events for 2021 and 2022.”

But whether associations tackle technology on their own or with the support of a PCO, technology is undoubtedly a game-changing tool for associations. “It’s a whole new world,” Talley concludes. “But one brimming with possibility for your association and members.”

For More Info:
Email - WPCOALLIANCE@CONGRE.CO.JP
Website - WORLDPCO.ORG