Education Sessions

WEDNESDAY

22 March
13:00–16:00

Board Member Masterclass

Do you have volunteer board members—even elected leaders—who aren’t clear on your organization’s goals, mission, and vision? Do board meetings get bogged down in operational discussions rather than focus exclusively on strategy and the “big picture”? This masterclass will help you learn how to run your boards more effectively. Participants will understand the rolls and responsibilities of staff, volunteers, and leaders. Through a highly interactive and entertaining series of real-world scenarios, you’ll apply the concepts and capture best-in-class strategies for effectively leading your organization

  • Identify the nuances of board authority and relationships
  • Learn how to be strategic rather than operational
  • Discuss how you would respond to specific board scenarios

Peter O’Neil, FASAE, CAE, Chief Executive Officer, ASIS International (United States)

*Separate Registration Required

THURSDAY

23 March
9:00–10:00

OPENING KEYNOTE

Leadership 3.0: Creating Values, Trust and Teamwork

Organizations that thrive in an exponentially changing world of explosive diversity have learned that success comes from a strong set of shared values, a trusting work environment, and highly effective teams. This type of teamwork doesn’t happen naturally but requires a new style of leadership that goes far beyond getting people to follow a leader. “Leadership 3.0” is all about getting people to follow each other. Former Kodak and Apple executive Don Strickland will share his views on the four critical success factors of Leadership 3.0 and the two leadership traps you must avoid.

Donald Strickland, CEO, Strickland & Associates (United States)
Presented by Leading Authorities International

11:00–12:30

EDUCATION SESSIONS

Rethink Your Digital Strategy and Social Media Marketing

Associations face challenges like retaining talent, creating innovative products, and increasing revenue. Digital strategy, including both social and non-social media, is a growing piece of the puzzle. To overcome these hurdles, organizations must evolve to remain relevant in this digital age. Learn how to use a digital strategy to empower and engage your audiences effectively with successful case studies and practices, and how they can be applied to your organization.

  • Learn about new methods, and technologies
  • Define analytics for social media intelligence
  • Understand the impact of “non-social” push, permission, and pull digital marketing

Donald Patrick Lim, chief digital officer, ABS-CBN Corporation (Philippines)

Rethink Your Membership Models

The membership model is alive and well, but the methods for making it thrive are evolving. Changing the way your membership is built can increase membership numbers and revenue. In this session, explore how three organizations changed their structures for the better.

  • Look beyond traditional market segmentation
  • Gain an unfiltered view of which benefits are true drivers of membership
  • Understand the different reasons different members join

Craig Johns, executive director, Triathlon ATC (Australia)
John Peacock, general manager, Associations Forum (Australia)

12:30–14:00

Lunch Break - Associations of Associations – Advancing the Industry

The Asia Pacific Federation of Association Organizations (APFAO) was formed two years ago and joined together four associations of associations in Australia, Korea, and the Philippines. Join this fast moving session to learn about association management from these founding organizations and other interested countries. How are associations organized? What are their needs? How are they contributing to their societies? You will hear from the founding associations to help answer these questions for your country.

  • Identify the different ways that associations are organized
  • Explore the impact of these associations of associations within the three founding countries
  • Review the way that associations are providing value in your specific country

Glynn Cho, executive director, Korean Society of Association Executives (Korea)
Shogo Kaneda, founder Japan Association Forum (Japan)
John Peacock, general manager, Associations Forum (Australia)
Octavio (Bobby) Peralta, secretary general, Association of Development Financing (Philippines)
Brendon Ward, executive director, Australasian Society of Association Executives (Australia)
Moderator - Noor Hamid Ahmed, regional director, International Congress and Convention Association - Asia Pacific, (Malaysia)

14:00–15:00

EDUCATION SESSIONS

Planning Successful Meetings

The ability to plan and implement successful meetings—whether small sessions or large congresses—is essential for association success. In this session, successful practices for organizing meetings will be described. What skills are necessary and what are the barriers and things to avoid?

  • Learn about successful practices in organization meetings
  • Identify barriers and things to avoid
  • Assess and identify improvements to your own processes

EunJoo Yoon, professor, Hallym University of Graduate Studies (Korea)
Heckon Hwang, professor, Hallym University of Graduate Studies (Korea)

Creating Value Through Branding and Marketing

In today’s global market, an association’s image as an integral part of the products and services they offer. Customers pay a premium for status, prestige and perceived benefits associated with the organization that is doing the selling–intangible qualities that differentiate the item of choice from all other similar offerings in the marketplace. Here, explore branding and marketing as two distinctive and reinforcing elements in enterprise-building.

  • Examine take-aways from the commercial success of corporate business enterprises
  • Discover new techniques for creating equity through a positive brand image
  • Acquire new ideas for creating a brand image that differentiates your association from competitors

Bobby McGill, founder/publisher, Branding in Asia Magazine (Korea)

16:00–17:00

EDUCATION SESSIONS

Ask the Expert: Investing in New Products for Non-Dues Revenue

Many associations don’t have a strategic revenue plan, or if they do, they’re not following it. Non-dues revenue take the pressure off dues, especially critical when penetrating global markets where the traditional membership model doesn’t resonate. Bring all of your organization’s challenges to this honest, interactive, and safe forum for peer-to-peer discussion of what’s working and what’s not in your association. Discussion topics may include Q&A to help you:

  • Take a deep dive into the “balanced portfolio” approach to diversified revenue
  • Explore current sales models for advertising, sponsorships, exhibits, and more
  • Uncover new ideas in areas like live events, online education, affinity programs, custom research
  • Prevent dues increases and hedge against a big revenue hit if your association has an off year

Florence Chua, director association management and consulting, MCI Group (China) 
John Graham, FASAE, CAE, president and CEO, ASAE (United States)

Engagement: The New Currency of Value

Time is limited. Everyone is busy. How do you continue to add value to your members and stakeholders? How do you keep them engaged in a global context to understand their evolving needs and continue to deliver impact? Creating platforms and opportunities to build human relationships is critical in the association business context. Join us to better understand what engagement looks like to your members and stakeholders and how you can use that to create sustained innovative growth. Come explore the new currency of adding value: Engagement.

  • Take a human-centered approach to understanding your member and stakeholders’ engagement needs
  • Fill in the gaps by moving from an ad hoc, piecemeal approach, to an ongoing engagement plan that is systematic and in sync with your association business strategy
  • Unlock value creation and new business by harnessing the power of technology to catalyze authentic human connection, dialogue and open exchange with diverse groups

So-Young Kang, CEO and founder, Gnowbe (Singapore)

FRIDAY

24 March
9:00–10:30

EDUCATION SESSIONS

From Start-up to Sustainable: Negotiating the S Curve

The various phases an organization goes through from start-up to sustainable can be mapped on an S curve. Innovation, improvement, maturity, and reinvention are all important aspects on the journey to sustainability and success. See how the organization has evolved to a high performing organization through different phases of the S curve

  • Explore key elements of a case study – what they did and how they went about it
  • Critique what could have been done better and strategize how to avoid the same mistakes
  • Work out the first (or next) steps your organization can take to negotiate the S curve

Brendon Ward, CEO, Australasian Society of Association Executives (Australia)
Francesco Leboffe, manager, Conventions, MEHK, Hong Kong Tourism Board (United States)

Smart Technology Management Systems, Integration, and Big Data

As we continue to race into a tech-driven era of greater connectivity, our behaviors, communication styles, and decision-making methods are changing just as fast. As a result, a business culture of adaptation is required, with organizations learning to synchronize operations and practices accordingly. The analytics process, including the deployment and use of big data analytics tools, can help associations improve engagement, enhance operational efficiency, drive new revenue, and gain competitive advantages.

  • Assess your current technology infrastructure and learn where more effective approached might reduce time and improve your results
  • Take an up-to-date look at new membership management tools and techniques
  • Explore how integration of technology systems can upgrade your relevance and value proposition

Jeongwon Yoon, executive director and dean, National Information Society Agency (Korea)

Establishing Components for Growth

Having a component model for associations who wish to venture regionally and globally presents obvious benefits, although this comes with a set of cultural, communication, process, political, and legal challenges. Forming partnerships with established national associations or establishing a new national association can be a powerful distribution tool for associations to deliver their mission on a regional/ global scale both efficiently and effectively. This session discusses the key considerations to launching and expanding components for international growth.

Learning objectives:

  • Learn the pros of establishing a component model for associations who wish to grow globally
  • Learn more about cultural, communication, process, political, and legal challenge and how best to overcome them

William Boivin, manager, Society Relations, Asia-Pacific, CFA Institute (Hong Kong)

11:30–12:30

EDUCATION SESSIONS

Ask the Expert: Best Practices in Board Structure and Operations

Your board is not strategic. Your committee structure is too complicated. You have a shortage of volunteers who know how to get things done. Bring all of your organization’s challenges to this honest, interactive and safe forum for peer-to-peer discussion of what’s working and what’s not in your association.

  • Recruit the best talent to your board
  • Use technology to govern innovatively
  • Raise funds as a function of the board

Octavio (Bobby) Peralta, secretary general, Association of Development Financing Institutions in Asia & the Pacific (Philippines)

The Role of Volunteers in Association Leadership

Volunteers help build organizational strength not only from growing and retaining members and enhancing association programs, but also in the sense of ownership that volunteers gain when they become visible advocates. Join a current association volunteer as he explores the many ways he has chosen to give back to the association world. Utilize his real life opportunities to reflect on volunteerism in your own organization. Do you use volunteers? Does the work your volunteers do contribute significantly to your organizations?

  • Learn about the different ways volunteers can help your association to extend credibility paid staff won’t have
  • Apply the lessons learned from this case study back to apply them to your organization
  • Use volunteers to extend the resources of your association

Dr. Ajay Kakar, CEO BITEIN (India)

A Venture of a Chinese Association’s CEO

Chinese associations are known as quasi-government bodies who have been relying on the government to survive. In the early 2000’s, the country is exploring a new way for associations to grow independently. Zide Du, the CEO of China Computer Federation was the “first one to eat the crab”. In 12 years, he grew the association membership to 30,000 and made the organization a 30 million yuan association. What challenges did he face in his venture and how did he overcome them? What are his recipes for success and the lessons learned? Zide’s story is a great inspiration for those association leaders who are seeking strategic revolution. In this session, Chinese association leaders and experts are invited to share their strategic insights and recommendations. This session will be presented in Chinese.

Zide Du, secretary general, China Computer Professionals Federation (China)
Moderator - Maria Tong, manager, ASAE China (China)

12:30–14:00

Lunch Break - Industry Sector Roundtables

14:00–15:00

EDUCATION SESSIONS

Ask the Expert: Successful Relations with Government & Officials

Studies suggest that government is more likely to affect an organization’s economic value than any other group of stakeholders except customers. But, are your association’s processes to manage relationships with government less robust than are the ones used to manage relationships with other stakeholders? Bring all of your organization’s challenges to this honest, interactive, and safe forum for peer-to-peer discussion of what’s working and what’s not in your association. Discussion topic may include Q&A to help you:

  • Understand the laws and regulations poised to affect your association
  • Proactively and regularly engage with government officials
  • Be actively involved in shaping government policy to succeed

Steven Basart, vice president, China Kellen (China)
Dom LaVigne, director of government & public affairs - Asia Pacific/Middle East, Methanol Institute (Singapore)

5 Pillars for Association Success

Using a variety of case studies of associations’ outreach to members and customers, this session will look at models of association success and review the five pillars for your association success: value, content, products, influence, and collaboration. You will learn about several different associations from around the world and their path to success as well as change and innovation necessary for continued success.

  • Review the model which outlines 5 pillars of association success
  • Learn about individual associations and what they did to achieve success
  • Apply these success factors to your own association and look for ways to enhance your relevance

Nikki Walker, vice president, global association management and consulting, MCI Group (United Arab Emirates)

Organizational Sustainability for Not-For-Profit Organizations

There are a number of components for organizational sustainability such as organizational identify, finance, administration, strategic and development plans and staff development. In this session, successful cases and unique business models of not-for-profit organizations will be presented by association executives in Korea. What keeps associations sustainable in particular? What are the sustainability challenges for not-forprofit organizations? What are the key drivers for organizational sustainability?

  • Define “organizational sustainability” and identify key drivers for associations that will last.
  • Identify and assess the sustainability challenges facing associations
  • Hear and learn from Korean association executives with actual case studies

Moderator - Chris Oh, director, ASAE Korea (Korea)
Kyung Man Park, general manager, Korean Management Association (Korea)
(This session will be presented in Korean)

15:30–16:45

Associations Ignite

Ignite is a series of speedy presentations, where speakers are challenged to “enlighten us, but make it quick”! Presenters get 20 slides, which automatically advance every 15 seconds. The result is a fast and fun presentation which lasts just five minutes. Enjoy a series of Ignite presentations from colleagues around the globe, organized around these three themes:

  • Volunteers: Brendon Ward, CEO, Australasian Society of Association Executive (Australia)
  • Careers: Maria Tong, manager, ASAE China (China)
  • More-With-Less: Greg Fine, CAE, global CEO, Turnaround Management Association (United States)
16:45 - 17:00

Wrap-Up/Closing Remarks


Seoul Tourism Organization & ASAE
Scott Wiley,
FASAE, CAE, president & CEO, The Ohio Society of CPAs (United States)

 

17:00

Conference Adjourns