November 2015 Association Resource

Association Resource• A b i - m o n t h l y p u b l i c a t i o n o f t h e E m p i r e S t a t e S o c i e t y o f A ss o c i a t i o n E x e c u t i v e s •Technology Issue November, 2015 • Vol. 32, No. 5ESSAE Executive Search Increase Engagement and WinUnderway Back Members with Marketing AutomationESSAE is searching for its next leader. After twenty-sixyears of service and dedication to the profession, former By Alex Mastrianni, InformzPresident and CEO Penny Murphy retired on October 30. TheESSAE board is anxious to fill Penny’s big shoes and find anoutstanding candidate who will manage the society and be achampion for the association community.A search committee chaired by Debbie Trulli-Cassale, ESSAEBoard Vice-Chair, has been established. The committeeconsists of long-time members with deep knowledge of bothESSAE and association management and/or associationindustry needs.Committee members are: • Jim Calvin, President, NYS Association of Convenience Stores;• Amber Carpenter, Director of Operations, NYS If you are like most association email marketers, you are faced Association of Professional Land Surveyors; with the challenge of balancing a strategic marketing plan with the daily drop-in from one of your colleagues that has an• Linda D’Agostino, CMP, Director of Sales & urgent email blast he needs sent. When you ask more about Government Relations, Buffalo Niagara Convention the segment it should be targeted to, you get some variation & Visitors Bureau; of, “oh just send it to everyone.”• Rita Lashway, CAE, Former Deputy Executive How often do you sit in meetings and question if you are Director, New York State School Boards Association; sending too much email to your constituents? Do you question if your messaging really resonates with your• Richard Poppa, CAE, AAI, President and CEO, audience? Independent Insurance Agents & Brokers of New York, Inc.; and • Kathy Van De Loo, President, Association A one-size-fits-all approach just isn’t cutting it any longer. Development Group. Take a look around and you’ll see that we now live in an on- demand world. From computers in cars to DVRs, people haveResumes for the position were accepted through Friday, Nov. become accustomed to getting what they want exactly when13. Interviews will begin soon. The search committee hopes to and where they want it. It’s time to take that same approachmake an offer to a new leader before the end of the year. You with your marketing messages and move away from a one-can view the job description here. size-fits-all approach. It’s time to create a customized email experience for your audience. Marketing automation will helpESSAE’s Board of Directors appreciates your support and you do that.patience during this time of change. Questions should bedirected to Chair Kathy Febraio at 518-869-6595 Ext. 11 / Increase Engagement...continued on Page [email protected] the association profession through a community ofknowledge, sharing, education and advocacy.

Association Resource ESSAE Board of Directors & StaffIn this issue... Chair Kathy Febraio, CAE, Executive Director, New York State Speech-ESSAE Executive Search Underway 1 Language-Hearing AssociationIncrease Engagement and 1 Vice ChairWin Back Members with Debra Trulli-Cassale, Vice President, Park Strategies LLCMarketing Automation Treasurer2015 key supporters/calendar 3 Rebecca Marion Flach, Executive Director, Hope Full Life Center It’s Been A Wonderful Life: 4 SecretaryHoliday Party & Penny’s Farewell Thomas J. Coté, MBA, CAE, Director of Association and Non-Profit Development, Capitol Hill Management Services, Inc.Call for Holiday Party Auction Items 6 Immediate Past ChairHoliday Party Auction 6 Ellen Melchionni, CAE, President, New York Insurance Association, Inc.Bidding directions and donated items Directors Brian Buff, Vice President, Association Management Division,Autumn Idea Market & 8 Capitol Hill Management Services Inc.Harvest Luncheon Donna Denley, CAE, Director of Finance, New York State Academypeople & Places 10 of Family PhysiciansCall for ESSAE Board 11 Jeannine Garab, Executive Director, Epilepsy Foundation of NENYNominations 2016 Kelly Garceau, Executive Director, New York Physical TherapyThe Big 6 14 AssociationTop social media platformsand tips to use them Kim Keenan, Sales Manager, Turning Stone ResortTechnology on the Road: 16 Darryl Leggieri, Director of Sales and Marketing, Saratoga HiltonKnow Your WiFi and AV OptionsWhen Your Association Travels Kristen Myers, CAE, Vice President of Member Services & Marketing, LeadingAge New YorkWelcome New Members! 18 James Page, Director of Information Technology/Member Services,Is Your Association’s Website 18 New York State School Boards AssociationRanking with Google? Tom Stebbins, Executive Director, Lawsuit Reform Alliance of New YorkESSAE Association Resource • November 2015 Sue Ellen Wagner, Executive Director, Healthcare Trustees of New York State, Healthcare Association of New York State Staff Alaina Maldonado, Director of Membership and Events The Association Resource is the bi-monthly newsletter of the Empire State Society of Association Executives 120 Defreest Drive, Suite 100 Troy, New York 12180 (518) 463-1755 e-mail: [email protected]; www.essae.org The Association Resource newsletter is designed and edited by ESSAE. 2 www.essae.org

2015 Key Supporters! ESSAE eventsPLATINUM DECEMBER Thursday, December 10Association Development Group Annual Holiday Party & Charity Auction The Desmond Hotel & Conference CenterCMI COMMUNICATIONS Albany, New YorkThe Desmond Hotel & Conference Center 2016HYATT regency rochester FEBRUARY Thursday, February 11lake george regional cvb Annual Meeting & Awards Banquet Renaissance Hotel AlbanyMohonk Mountain House JUNENBT Bank June 2 Annual Conference & ExhibitNew York Insurance Association Saratoga Hilton/ Saratoga Springs City CenterNew York State Bar Association Additional events will beNYS Funeral Directors Association announced in 2016. Visit www.essae.orgRadisson Hotel Rochester Riverside for more information.the Sagamore Resort www.essae.orgSaratoga Convention & Tourism BureauGOLDIndependent Insurance Agents & Brokersof New YorkSheraton syrcause university hotel &conference centerSILVERHyatt Place Saratoga/MaltaTotal Events, LLC.B ron z eCapitol Hill Management ServicesHoliday Inn & Holiday Inn Express 3/Hotels of Upstate NYESSAE Association Resource • November 2015

It’s Been A Wonderful Life:Holiday Party & Penny’s FarewellThursday, December 10, 2015 Join us for the annual holiday celebration that will also serve as a The Desmond Hotel & farewell to Penny Murphy, our recently retired president and CEO Conference Center of 26 years. This night is not to be missed! 660 Albany Shaker Road Time Albany, New York 6:00 p.m.–9:00 p.m. Auction Runs 6:00 p.m.–8:00 p.m. After Party will be at the Hotel Tavern A Big Thank You to Our Sponsors Host: The Desmond Hotel & Conference Center Co-Sponsor: The Desmond Hotel & Conference Center Decor Sponsor: Total Events Audio/Visual Sponsor: CMI Communications Photography Sponsor: Shannon DeCelle Photography Specialty Cocktail Sponsor: Turning Stone ResortESSAE Association Resource • November 2015 It’s Been A Wonderful Life...continued on Page 5 4 www.essae.org

It’s Been A Wonderful Life...continued from Page 4This year’s Silent Auction proceeds will benefit For Pennythe Rita Lashway, CAE Scholarship Fund We will have a large LCD wall of pictures throughout theRita Lashway, CAE has made an extraordinary impact by years of Penny and friends. Please send Alaina Maldonadostrengthening the membership of ESSAE in many ways. For any pictures you might have: [email protected]. There will bethe innumerable contributions she has bestowed on ESSAE a scrapbook available at the event to write your own notes toand its members, we have established the Rita Lashway CAE Penny as well as add pictures. There will also be a basket forScholarship Fund. cards and small gifts.The Fund provides ESSAE member association professionals Costwith financial aid for the training and expenses involvedin obtaining their Certified Association Executive (CAE) $45–Members, $65–Non-Membersdesignation. The scholarship will entitle the recipient to *Business/Cocktail Attire*receive $500 toward the ESSAE Association LeadershipAcademy fees, books, and/or related expenses, awarded to a Accommodationsmember in good standing of ESSAE who is eligible to attainthe CAE designation. For the night of December 10th The Desmond Hotel & Conference Center will offer rooms for $79. Use code 11307 when making reservations on the hotel website or by calling 800-448-3500. Click here to make reservations online.ESSAE Association Resource • November 2015 5 www.essae.org

Call for Holiday Party Auction ItemsESSAE cordially invites you to this year’s Annual Holiday Party & Charity Auction on Thursday, December 10th at theDesmond Hotel & Conference Center. This year’s Annual Holiday Party & Charity Auction is sure to be a grand event! Whatmakes it even more special is the items we get from our members to help us raise money.As previously mentioned, this year’s proceeds will go to the Rita Lashway, CAE Scholarship Fund.Prizes donated will be auctioned off to attendees at a silent auction during the holiday party (6:00 p.m.–8:00 p.m.). Eachdonated item will have a value displayed along with the description and restrictions.Auction items can be anything & everything from sports memorabilia/tickets, airline tickets, framed art, dinners, electronics,event tickets, overnight/weekend escape packages, gift baskets, handmade gifts, etc. Creative ideas are encouraged! We loveovernight stays, but why not include tickets/passes to a local attraction to make it a getaway package? Or include a special giftin the room? Add a little spice to get more draw and higher bids!Click here for more details on the Holiday Auction and how to donate an auction item.We hope you will consider taking part in this special holiday project. We look forward to seeing you at this highly anticipatedannual event!Holiday Party Auction creative management, adult coloring books, chocolate wine and more fun things for the creative professional! Value: $425.Bidding directions and donated items GoPro Hero LCD Waterproof CameraBidding directions: Please print your name and your bid Donated by CMI Communicationson the next available line. The bids should be in $5 or $10 Hero LCD waterproof camera with 1080p 60 fes, built in wifiincrements. Bids starting costs are indicated on the first line. support of GoPro App, microphone and speaker, ultra wide angleYou may check on your bid and re-bid until the sheets are glass lens, built in touch display. Additional item: 16GB mircocollected at 8:00 p.m. Winners of each gift will be posted SDHC storage card with adapter. Value: $327.at the end of the night. We accept checks and cash thenight of, and credit cards post-event. NO LOITERING OR Confections In Chocolate Gala“SQUATTING” AT AUCTION ITEMS!!!! Donated by the Epilepsy Foundation of NENY Two Complimentary tickets to the Epilepsy Foundation of NENY’sBelow is a list of auction items that have been donated so far 28th Annual Confections in Chocolate event at Glen Sandersfor the holiday party. Mansion on Saturday, March 12, 2016. The evening includes cocktail hour, dinner, dancing, silent and live auctions. Value: $320.Ultimate Hockey Fan BasketDonated by Albany County Convention & Visitors Bureau Adirondack Two Night StayVIP NCAA division I men’s ice hockey eastern regional final’s Donated by The High Peaks Resorttickets, section 118, row M seats 1 & 2, Saturday, March 26, 2016- Two night stay at the High Peaks Resort with Adirondack gift2 games, Sunday, March 27, 2-16- final game….& 4 tickets to items. Subject to black out dates and availability. Value: $700.Albany Devils home game with Albany Devils official licensed new2015-2016 products; baseball hat, winter hat, scarf’s (2), t-shirt (2)- Downtown OvernightUnited in Red logo, official hockey puck, 2015-2016 official game Donated by Hilton Garden Inn Downtown Buffaloprogram, and 2015-2016 magnet schedule. Value: $300. Overnight Stay with breakfast for two. Value: $200.New Year’s Groovin’ Eve Naughty but Nice PackageDonated by The Albany Marriott Donated by Hilton Garden Inn Watertown/Thousand IslandsOvernight accommodations for Two, tickets to the party, dinner Accommodations for one night in the room of YOUR CHOICE!buffet, breakfast for two, champagne toast, hats, noise makers, Dinner for two at “The Grille” (located inside the Hilton Gardencash bar and a lot of fun! Good only for 12/31/15. Call to make Inn), Fresh, cooked-to-order breakfast for two at “The Grille”,reservation to guarantee your room and tickets. Value: $300. Chocolate Covered Strawberries (delivered to your room upon arrival), Bottle of Champagne, $25.00 Victoria’s Secret Gift Card,Creativity Basket Furry Handcuffs, Love Dice. Subject to availability. Value: $319.Donated by Association Development Group, Inc.Paint and Sip gift card, The Pottery Place gift card, books on Holiday Party Auction...continued on Page 7ESSAE Association Resource • November 2015 6 www.essae.org

Holiday Party Auction...continued from Page 6Golf Retreat Sagamore Ice Bar GetawayDonated by Holiday Valley Resort Donated by The Sagamore ResortAn overnight stay and two days of golf with cart for two people. One night stay for two in the Main Historic Hotel and breakfast forValue: $355.75 two. Based on availability and Tax and resort fee and gratuity are included. Valid the last 2 weeks of January 2016. Value $750.Buffalo Hyatt EscapeDonated by Hyatt Regency Buffalo Tailwater Lodge Teti CoolerTwo night stay in a standard guestroom, inclusive of breakfast for Donated by Tailwater Lodgetwo each day. Based upon hotel availability. Value: $386. This Yeti Tundra 4S model holds twenty six cans of beverages and keep beverages ice cold for up to 10 days! Perfect for your corporateDancing In The Street Package retreat and fishing excursion on the Salmon River. Value: $349.99.Donated by The Joseph A. Floreano Rochester RiversideConvention Center Vacation in The MountainsFour Tickets to “Dancing In The Streets” at the Palace Theatre Donated by Villa Roma Resort and Conference Center(Sunday, April 3, 2016), Champagne and Hedonist Artisan Three Day, Two night stay including dinners and breakfast.Chocolates. Value: $400. Get Fit PackageLake George Basket Donated by Visit RochesterDonated by the Lake George Chamber and Partners Fit Bit Activity Wristband and other get fit items. Value: $200.Details Coming Soon! Taste of Syracuse Wine & Chocolate BasketLong Island Sparking Wine Gift Set Donated by Visit SyracuseDonated by Long Island Convention & Visitors Bureau Angela Vineyards Wines- Overlay, Chardonnay, Pinot Noir, Dry,Hand painted sparking wine bottle and two flute glasses gift set Riesling and Sweet on Chocolate Truffles. Value: $100.from Pugliese Vineyards. Perfect holiday gift! Value: $65. Winter in Finger Lakes Wine CountryFitness in The Falls Donated by Watkins Glen Harbor HotelDonated by Niagara Tourism & Convention Corporation, Three night winter weekend getaway in a Lakeview Room includingConference Center Niagara Falls, Sheraton at The Falls Harbor Hotel robe, two bottle of Finger Lakes wine, bottle ofOne (1) Fitbit Charge HR, Two (2) night stay with breakfast for Finger Lakes cider and two glasses. Overnight Sunday–Thursday,2 at the Sheraton at The Falls Hotel, Niagara Falls water bottle & December 1, 2015 – March 31, 2016. Value: $300.towel, hiking trail maps and Niagara State Park map. Hotel giftcertificate not valid New Year’s Eve, holidays or weekends in July Premiere Package: Xcelerate Sports Car Package& August, 2016. Value: $575. Donated by Xcelerate Sports Car Rental Date night with Xcelerate Sports Car Rental includes four hourStay In Albany rental of a Porsche or Corvette and Dinner at Longfellow’sDonated by Radisson Hotel Albany Restaurant is Saratoga Springs!Overnight stay with dinner and breakfast in The Grille Restaurant.Value: $250. Click here forExperience Corning! an updatedDonated by Radisson Hotel CorningPackage includes five beautiful handmade ornaments from Corning list of donatedMuseum of Glass/Hands on Glass, Overnight accommodations atthe Radisson Hotel Corning for two evenings with breakfast for two auction items!each morning, a one hour couples hot stone massage at AgeLess Spa,Two tickets to the Corning Museum of Glass, Two tickets to theRockwell Museum, and a bottle of Finger Lakes wine. Value: $779.“Suite” Sagamore StayDonated by The Sagamore ResortTwo night stay for two in Lodge Suite accommodations with afireplace and dinner for two at the restaurant of your choice at theSagamore Resort. Based on availability and Tax and resort fee andgratuity are included. Value $750.ESSAE Association Resource • November 2015 7 www.essae.org

Autumn Idea Market &Harvest LuncheonESSAE’s Annual Autumn Idea Market held on Friday,November 6 at the Hilton Garden Inn in Troy was all aboutsharing–new innovations, insights, experiences, opinions,success stories and more.Dr. Don Levy, director of Siena College Research Institute(SRI), kicked off the day with a spirited discussion on the“Zone of Ambivalence” that took attendees behind thescenes of public opinion polling to examine the impact ofapathy, confusion, having mutually contradictory views aswell as having too much or too little information. Dr. Levyalso provided information on how polls are sometimesmanipulated by politicians and the press. He delved intohow to tell a good poll from a bad poll, how to craft pollingquestions that will result in capturing reliable and validdata, how to trust the numbers you read, and how to reducerespondent fatigue and improve your response rate.Following Dr. Levy’s keynote were seven breakout sessions,some presented by members including AssociationDevelopment Group’s Holly Cargill-Cramer (see an articleon her social media session on page 14). The topics of thesebreakouts were varied and included advocacy, publicaffairs and the integrated campaign; the secret to effectiveassociation marketing and communications; and teambuilding and human resources.The day was capped off by a wonderful lunch providedby Hilton Garden Inn, Troy where members and supplierpartners enjoyed networking and fraternity.ESSAE is especially grateful to our sponsorsfor this event. The Autumn Idea Market &Harvest Luncheon was possible thanks to:Host Partner: Hilton Garden Inn TroyEvent Partner: Hilton Garden Inn TroyA/V Sponsor: CMI CommunicationsKeynote Sponsor: Cheshire A/VBreakfast Sponsor: VisitRochesterSession Sponsor: Saratoga HiltonDoor Prize Sponsor: Radisson Hotel CorningESSAE Association Resource • November 2015 8 www.essae.org

ESSAE Association Resource • November 2015 9 www.essae.org

People and PlacesCapitol Hill Management Services (CHMS) is pleased to announce two new clientsThe National Association of Patent Practitioners (NAPP) has selected CHMS for full association management services aftera national search. NAPP is a nonprofit membership association dedicated to serving the needs of professionals working in thefield of patent prosecution. Members include patent agents, patent attorneys, consultants associated with USPTO activities,providers of products and services that support patent practitioners, and people who are on the path towards becoming patentpractitioners.The North Carolina State Hearing Aid Dealers and Fitters Board (NCSHADFB) has chosen CHMS for full administrativeservices. CHMS will assist NCSHADFB with operational policies, procedures and expertise to serve this growing profession.“We welcome these new clients to CHMS and look forward to providing the support and services they need to accomplishtheir missions,” said John A. Graziano, Jr., CHMS President. “We are pleased to work with their respective leadership inensuring a successful future.”New email for Jennifer Hickey BruceJennifer Hickey Bruce, CMP, president of CCi Consulting, an association & meeting management company, has a new emailaddress: [email protected]. The rest of her contact information is as follows: PO Box 268, Latham, New York 12110;phone: (518) 220-9905 and fax: (518) 220-9906.Congratulations to Ryan MarxCongratulations to Ryan Marx, CMP, of The Woodcliff Hotel & Spa, and his wife on their new baby, Madison! Born onSeptember 29, 2015, 6lbs 7 ounces.Email news you would like to share with your peers to director of membership and events Alaina Maldonado at [email protected] Association Resource • November 2015 10 www.essae.org

Call for ESSAE BoardNominations 2016Help shape the future of ESSAE! The society has two (2)director positions and one (1) supplier/CVB position open onthe ESSAE Board of Directors for 2016 service.The ESSAE Board of Directors is the elected body responsiblefor the corporate management and fiduciary affairs of the What is the time commitment?association. It is authorized, by provisions of the applicable Members of the board of directors serve one year termslaw, to do all things appropriate and necessary for the for no more than four consecutive years. Board membersdevelopment and perpetuation of the Society. The Board of are selected annually by the membership. The boardDirectors consists of the chair, immediate past chair, vice meets (on average) five times a year in the Capital Districtchair, treasurer, and secretary plus no more than eleven area. The ESSAE Nominating Committee desires memberadditional directors from the membership, two of whom may recommendations to bring the best qualified people intobe associate members. Members of the Board serve without Board service for 2016.compensation. Interested in serving?Why should I get involved? If you are interested in joining the ESSAE Board, or if youMembers of the Board of Directors are ambassadors who: would like us to consider someone else who would make a• Represent member interests good board member for ESSAE, simply complete the form• Ensure valuable products and services are available to and return it to us via email to [email protected] or postalassociation professionals mail by December 18, 2015.• Build relationships with others dedicated to serving theassociation industry Contact us with any questions. We look forward to your• Strengthen the business and leadership skills of involvement in 2016!association staffESSAE Association Resource • November 2015 11 www.essae.org

Increase Engagement...continued from Page 1 They developed a win-back strategy to reach out to prior members to generate interest and encourage them to rejoin AARC. This strategy, combined with an automated campaign and various tests to improve their message, lead to nearly 800 members rejoining the organization, bringing in more than $64,000 in membership dues in just 45 days’ time. AARC attribute’s their success to a new spin on an old strategy and automated campaigns. “Use tools to help you automate and generate emails. None of us have the time to constantly be manually sending out emails of this kind. It makes perfect sense to automate,” said Sherry Milligan, Associate Executive Director of Membership at AARC. If your organization is new to automation and not sure where to begin, automated welcome campaigns are a great place to start. Most associations have some sort of onboarding or welcome messaging that needs to be sent out upon joining your organization, making a donation, or purchasing a product. Welcome campaigns are the perfect tool to gradually nurture new relationships without overwhelming members with one large message from the get-go. The Florida Association of Insurance Agents, FAIA, used to send one lengthy email to new members, but recently started to automate its membership marketing strategy. Using marketing automation, FAIA rolled out four new automated campaigns and has seen an increase in email engagement by 201%.Illustration by Rosapeig/FreepikAt a high level, marketing automation is all about – you FAIA’s “Welcome to the Family” campaign is engagingguessed it – automation. The idea is that automation members from the start. Instead of one big email with lots ofwill save you time by automating repetitive tasks while details when a member joins, FAIA now splits the contentalso creating more effective marketing campaigns, both up by topic over three emails sent every three days. This haswhich lead to an increase in revenue for your association. increased the number of opens and clicks significantly. WhenMarketing automation technology makes it easy for you one big email was sent open rates were averaging 21.2% andto manage the segmenting, personalization, and timing to click rates at 44%. Now, with three emails, staggered, eachcreate a customized email experience for your audience. with a separate message, open rates have soared to 63.8% and click rates are holding steady around 45%.But like most technology, the tool alone is not the answer.There needs to be a strategy behind your technology. When If you are exploring marketing automation, don’t make theyou combine the two, jaw-dropping results can be achieved. mistake of investing in the technology without the plan toTake American Association for Respiratory Care (AARC), successfully implement it.for example. AARC’s membership was stalled. A flat linein the association’s core group of active members was For more information on marketing automation andeven starting a bit of a downturn, as membership renewals resources to build a strategy, visit www.informz.com.seemed to be taking a slight dip. The steady decrease inmembership renewals gave rise to the growing numberof lapsed members. They were determined to find theright action plan to quickly change the current trajectory.Knowing that new member cultivation would not be a quickand easy fix, AARC identified great potential within thegrowing lapsed member base.ESSAE Association Resource • November 2015 12 www.essae.org

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The Big 6 Facebook: Facebook is an online social networkingTop social media platforms and tips to use them website to share information and photos and respond or link to the informationby Rebecca Marion Flach posted by others. If you have time for only one platform, Facebook is probably your best bet. • Make use of the new “Call to Action” button on the cover photo that provides quick links to your website, contact info, etc. • Speak on Facebook, don’t write. Examples: “Caption this photo!,” “What do you think of this pic?” • Respond to comments–even if the comment isn’t positive. • Use lots of photos. Facebook is a visual medium. • Follow others. Remember this is social media! Like all your sponsors. Like all your members. • Go to your newsfeed regularly to learn what’s going on. Then like it and share posts from your members and sponsors. If you want people to like and share your posts, then you need to do the same for them.Illustration by Freepik • Business pages are always linked to a person. This can spell trouble for an organization when theirYou or someone on your staff may spend hours every Facebook administrator moves on to another job. Hollymonth working on social media. Why? According to Holly recommended creating a false identity on FacebookCargill-Cramer, senior association manager of Association that employees like so they can become page managersDevelopment Group, Inc. your social media strategy should or editors. The false identity should always retain fullbe all about building relationships with your members and administrative control (the ability to add or delete othertelling your story. managers). This way your Facebook page is not linked to only one particular employee and you retain control.Holly’s presentation at ESSAE’s Autumn Idea Market &Harvest Luncheon was packed with the latest tips on using • Facebook is for engaging your members, havingthe Big 6 of social media platforms: Pinterest, Facebook, conversations, posting relevant information andGoogle+, Instagram, LinkedIn and Twitter. Here is some of interacting to provide a meaningful online experience.what Holly shared during her hour-long session: Do not use Facebook as a bulletin board or for broadcasting. People use Facebook to connect and Pinterest therefore each comment provides a priceless opportunity Pinterest is an online service that allows to engage with your audience. Don’t let those chances you to share images through to connect pass by. Make sure you actively respond to social networking. comments. • Use Pinterest to drive people to Google+ your website! Associations may struggle Google+ has over 540 million users, to find relevant images to post on Pinterest. Why not making it the second largest social use text? Simply use a free app like quotescover.com to network in the world. Only Android place text onto a lively background or use an interesting uses it, but you should pay attention typography. The end result will be a Pinterest–worthy to Google+ because it connects you to pin. Be sure to put that content on your website then Google Places–the map and contact link to it from Pinterest. information you typically see at the top of search results. • Be sure to fill out your Google+ profile!ESSAE Association Resource • November 2015 THE BIG 6...continued on Page 15 www.essae.org 14

THE BIG 6...continued from Page 14 Twitter Twitter is “in the moment” social Instagram networking. If you can’t tweet Instagram is an online photo-sharing, video- regularly, this isn’t the medium for sharing and social networking service that your association. enables its users to upload and edit pictures and videos then share them. Other takeaways: • Cross posting on social media • You can now post photos on Twitter. platforms is a sin, except between Instagram and Facebook, Holly said. • Post directly on Twitter – don’t link from Instagram and other platforms.• Be sure to use hashtags so people can find your subjects to follow. • Engage members when they are most likely to be paying attention: Live tweet from an event or during an LinkedIn advocacy campaign. You must have a company page. Fifty percent of companies who think they • Be sure to use hashtags! Hashtags are how people find have a page, don’t. Instead, they have a conversations they are interested in. group. Holly said that thought leaders are born on LinkedIn…and people follow • Consider hosting Tweet Chats on a particular topic. thought leaders. Work on becoming These are hash-tagged events that happen on a regularlyone by posting white papers, videos, providing expert scheduled basis or that you have promoted in advance.commentary, slide shares, essays, book reviews, etc. For example: Character Counts hosts a tweet chat every 1st and 3rd Thursdays at 7 p.m. with the hashtag“To date in 2015, #CharacterEdChat. The host chooses a subject for each chat, or sometimes host a “guest Tweeter” and more than 560 participants follow along, ask questions and make their own comments using the hashtag. million users In addition to these Big 6, Holly pointed are producing out that YouTube is currently the hottest social platform. The average watching more than 500 session is 40 minutes. million tweets Holly also suggested paying close attention to Yelp and other social review platforms. They are starting to move into the sphere of associations and charities. You want to know what people say about your organization. These profiles also boost your search engine optimization (SEO). If have questions about Holly Cargill-Cramer’s presentation or need help with your association’s social media strategy email her at [email protected]. Rebecca Marion Flach is executive director of Hope Full Life Center, Inc., which serves the needy in Southern Albany County and around the world through four retail charity programs. She’s also ESSAE’s Treasurer.per day.”ESSAE Association Resource • November 2015 15 www.essae.org

Technology on the Road: Know Determine whether you need blanket orYour WiFi and AV OptionsWhen Your Association Travels 2. targeted WiFi coverage. If your conference is a technical one, you certainly know thatBy Brian Buff the event focus, attendees, presenters andWithin the confines of our offices, we have our technology exhibitors are all going to need WiFi accessneeds met. When we take the “show on the road” for aconvention, trade show or conference and have to rely on and you should plan accordingly. Mostothers to provide technology services, it can start to gettricky—and expensive. You should know your options. The groups can save by targeting their WiFi availability—whetherfollowing tips have been compiled to help you make sureyou have the right WiFi and AV options for your association. it is only available in a certain location at the venue, i.e. the conference’s WiFi or Tech Lounge, or available to attendees via password protected set-up. 3. Not every attendee will be connected simultaneously. Event planners sometimes worry that they have to have a WiFi connection for every, single attendee, and for the most situations, this is simply not true. In negotiating recently with a hotel on behalf of one of our national association clients, we were able to increase the number of complimentary internet access points from 125 to 175—knowing that this will give them ample bandwidth availability to share among all their conference goers. As they have people traveling in from all across the country, this client wants to keep the cost of registration down and will actually, through the conference program and announcements, let all attendees know that they are sharing the WiFi and to be courteous about this service! 4. How are you going to pay for it? In this day and age, very few associations can afford to absorb the cost of WiFi on behalf of its conference attendees, so you have to determine the best way to pay. Most groups handle WiFi financing in one of the three following ways: a.) Build cost of WiFi access into the conference registration rate (yet try to get as much access comped as possible in your venue negotiations).WiFi Services b.) Build a special WiFi access rate into the cost of the hotelInternet access has become a fact of everyday life. Where accommodations, giving attendees the option to havepeople go, so do their mobile devices, as well as their internet access in both their rooms and on the conferenceexpectations. One of the greatest planning and budget floor.challenges an association can face is how to manage andpay for WiFi services at major events. Conference attendees c.) Create sponsorship/marketing opportunities for the WiFi.want to connect with their offices and families when they Work with the venue to place the sponsor’s logo on theare away—and we want them taking to social media while internet log-in page, as well as signage at the event andthey are at the event to promote the happenings and raise the advertisement in the conference program.profile of the association. 5. Have exhibitors work directly with the1. What are your WiFi needs? Before venue for internet access. Most companies releasing a RFP for a conference, make coming to your event that wish to utilize sure you have fully determined what your the internet will want to make sure they internet access needs are going to be. If you have an IT staff person, make that have adequate bandwidth for their booth professional part of your preliminary event planning. presentations. Have them obtain WiFi services directly from the venue. This saves you time and prevents exhibitors from tapping into the WiFi access that you negotiated for your attendees.ESSAE Association Resource • November 2015 Technology on the Road...continued on Page 17 16 www.essae.org

Technology on the Road...continued from Page 16 5. Let the AV company know you areAudio-Visual Services prepared to get bids from two other AV companies. A little competition can save your association money.1. There are times when it makes sense to 6. Ask very direct questions about any pricing you don’t understand. If you utilize a venue’s AV services. Other times aren’t getting the answers you want or it might be better to bring in an outside understand—ask another AV company or AV vendor. It all comes down to the consult with a colleague with AV negotiating experience. contract. You should check to see if the 7. Ask for a multiple day use discount. Damage happens when equipment is venue charges for use of outside sources, moved in and out. There is far less damage when the equipment stays in the same place.as well as any possible union requirements for the venue. Thebest time to negotiate is when you are reviewing yourcontract. Most venues are not going to jeopardize room block Choose an AV company that has an extensive equipment inventory. Workingand food and beverage revenue to get the AV business. 8. with an AV company that has a wide range of equipment will save you timeHere is a sample clause that can be used: and money if there are last minute needs“(Association) will not be required to use the venue’s in- or equipment failure.house, exclusive or preferred contractors or vendors forservices such as audiovisual, security, exhibition services, and 9. Bring your own computer(s). This willsimilar types of good and services. If (Association) brings in always save you money by avoiding the costoutside contractors, (Association) will not be required to pay of renting. Additionally, you can pre-loadsurcharges, fees, or penalties for use of outside contractors, presentations onto the computers so they’renot be required to pay hotel employees or agents to supervise ready to go upon arrival at the venue.outside contractors. Provided the hotel informs (Association)of any current venue union agreements, (Association) agrees 10. Ask questions about labor costs. Laborthat it will inform any outside contractors of any current costs are often the biggest expense withunion agreements at the venue.” AV rentals. Ask when the labor rate changes before you determine to do any2. Request a discount. Remind the AV possible rehearsals for your event. company of your non-profit status, possibilities that there may be sponsorship 11. Determine if you need technicians. Do you or marketing opportunities for the really need them? If so, make sure to company, and if your association brings review your schedule and know exactly multiple events to the venue. when tech support will be needed. If you3. Ask how the room will be set for the event plan on having a standby technician on site right before your event and right after. You to make sure everything goes smoothly for can often save set-up or strike labor if you duplicate the set-up being used for the your event—make sure you have that provision in writing. event before or after your event. This is Technology does not have to be intimidating—nor does it have to be cost-prohibitive. Effective pre-planning, research especially true when it comes to screen and setting the right expectations for your event’s technology needs will ensure that such needs are not only met, but thatsizes and locations. Make sure you follow-up in the weeks your WiFi and AV experiences will add to presenter and attendee satisfaction, financial success and less stress for you asleading-up to your event, as venue continually books their the event planner—making your event one to be remembered.spaces. I recently returned from a client convention and tradeshow in Buffalo, where the client received a 9 x 12’ rearprojection set-up for its general session room as a group hadused the ballroom the night before—giving them a $800.00value in the process. Brian Buff is Vice President, Association Management Division at Capitol Hill Management Services, Inc. (CHMS) one of the4. Visit an event in the same room(s) before preeminent association management, government relations and your event. There might be lighting, set examination administration firms in the nation. Learn more pieces, etc. that you can use for your event at www.caphill.com. Brian also serves on ESSAE’s Board of for very little cost because the equipment Directors. was already set.ESSAE Association Resource • November 2015 17 www.essae.org

Welcome New Members! Is Your Association’s Website Ranking with Google?James Brown, Executive Director The Joseph A. Floreano Rochester Riverside Convention Center By Sara-Becca Smith123 East Main Street Rochester, NY 14604 Top585-314-0470 [email protected] Bottomwww.rrcc.com Have you heard about the changes Google has made to itsTalia Cass, Tourism Promotion Account Executive search algorithm? The algorithm has been updated so whenSchenectady County Visitors Agency someone on a phone does a search, websites that are not432 State Street mobile-friendly are ranked lower than sites that are deviceSchenectady, NY 12305 responsive. While it is difficult to say what the impact of518-382-3884 this change will be for your association, you should [email protected] how your organization currently ranks in online searches. Ensuring your website is device responsive will help yourKimberly Farrington, Director of Sales association stay current, evolve, make your content easier toHotel Ithaca access from all mobile devices and court younger prospective222 South Cayuga Street members.Ithaca, NY 14850 607-272-1000 A few thoughts: [email protected] 1. If your members have their own websites, this is thewww.thehotelithaca.com kind of time-sensitive story that you can include as content for newsletters and e-blasts.Monica Hurry, Sales Manager Sixty State Place 2. Staff should be aware of the value of a responsive50 State Street 6th Floor website set-up — especially if your organizationAlbany, NY 12207 is looking to upgrade or make changes to your518-432-3600 website. Responsiveness should be a part of [email protected] conversation.www.sixtystateplace.com 3. If you are utilizing a web solutions provider, youAlan Krieger, President may want to ask the company how it is handlingKrieger Solutions LLC responsiveness and Google’s new search algorithm.5223 Scotch Ridge Road If the company does not have a plan for deviceDuanesburg, NY 12056 responsiveness, that would be a “red flag.”518-895-2939 [email protected] NPR recently had some great coverage on Google’s newwww.kriegersolutions.com algorithm and its impact on website responsiveness. You can find this coverage “Google’s New Search Algorithm StokesDawn Lamitie Fears Of ‘Mobilegeddon’” at: http://n.pr/1DyX4uD.Holiday Inn Waterloo/Seneca Falls 2468 NYS Route 414, PO Box 149 Sara-Becca Smith is an Association Executive at Capitol HillWaterloo, NY 13165 Management Services, Inc. (CHMS) one of the preeminent315-539-3290 association management, government relations and [email protected] administration firms in the nation. You can learn more about themwww.hiwaterloo.com at www.caphill.com.Dana Willbanks , Marketing and Communications Manager New York Library Association 6021 State Farm Road Guilderland, NY 12084 518-432-6952 [email protected] www.nyla.orgESSAE Association Resource • November 2015 18 www.essae.org