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. 5

ESSAE Executive Search Increase Engagement and Win
Underway Back Members with Marketing
Automation
ESSAE is searching for its next leader. After twenty-six
years of service and dedication to the profession, former By Alex Mastrianni, Informz
President and CEO Penny Murphy retired on October 30. The
ESSAE board is anxious to fill Penny’s big shoes and find an
outstanding candidate who will manage the society and be a
champion for the association community.

A search committee chaired by Debbie Trulli-Cassale, ESSAE
Board Vice-Chair, has been established. The committee
consists of long-time members with deep knowledge of both
ESSAE and association management and/or association
industry 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 have
Resumes for the position were accepted through Friday, Nov. become accustomed to getting what they want exactly when
13. Interviews will begin soon. The search committee hopes to and where they want it. It’s time to take that same approach
make 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 help
ESSAE’s Board of Directors appreciates your support and you do that.
patience during this time of change. Questions should be
directed to Chair Kathy Febraio at 518-869-6595 Ext. 11 / Increase Engagement...continued on Page 12
[email protected].

Advancing the association profession through a community of
knowledge, sharing, education and advocacy.

Association Resource ESSAE Board of Directors & Staff

In this issue... Chair
Kathy Febraio, CAE, Executive Director, New York State Speech-
ESSAE Executive Search Underway 1 Language-Hearing Association

Increase Engagement and 1 Vice Chair
Win Back Members with Debra Trulli-Cassale, Vice President, Park Strategies LLC
Marketing Automation
Treasurer
2015 key supporters/calendar 3 Rebecca Marion Flach, Executive Director, Hope Full Life Center 

It’s Been A Wonderful Life: 4 Secretary
Holiday 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 Chair
Holiday 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 Academy
people & Places 10 of Family Physicians

Call for ESSAE Board 11 Jeannine Garab, Executive Director, Epilepsy Foundation of NENY
Nominations 2016
Kelly Garceau, Executive Director, New York Physical Therapy
The Big 6 14 Association
Top social media platforms
and tips to use them Kim Keenan, Sales Manager, Turning Stone Resort

Technology on the Road: 16 Darryl Leggieri, Director of Sales and Marketing, Saratoga Hilton
Know Your WiFi and AV Options
When Your Association Travels Kristen Myers, CAE, Vice President of Member Services & Marketing,
LeadingAge New York
Welcome New Members! 18
James Page, Director of Information Technology/Member Services,
Is Your Association’s Website 18 New York State School Boards Association
Ranking with Google?
Tom Stebbins, Executive Director, Lawsuit Reform Alliance of New York
ESSAE 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 events

PLATINUM DECEMBER
Thursday, December 10
Association Development Group Annual Holiday Party & Charity Auction
The Desmond Hotel & Conference Center
CMI COMMUNICATIONS Albany, New York

The Desmond Hotel & Conference Center 2016

HYATT regency rochester FEBRUARY
Thursday, February 11
lake george regional cvb Annual Meeting & Awards Banquet
Renaissance Hotel Albany
Mohonk Mountain House
JUNE
NBT Bank June 2
Annual Conference & Exhibit
New York Insurance Association Saratoga Hilton/
Saratoga Springs City Center
New York State Bar Association
Additional events will be
NYS Funeral Directors Association announced in 2016.
Visit www.essae.org
Radisson Hotel Rochester Riverside
for more information.
the Sagamore Resort
www.essae.org
Saratoga Convention & Tourism Bureau

GOLD

Independent Insurance Agents & Brokers
of New York

Sheraton syrcause university hotel &
conference center

SILVER

Hyatt Place Saratoga/Malta

Total Events, LLC.

B ron z e

Capitol Hill Management Services

Holiday Inn & Holiday Inn Express 3
/Hotels of Upstate NY

ESSAE Association Resource • November 2015

It’s Been A Wonderful Life:

Holiday Party & Penny’s Farewell

Thursday, 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 Resort

ESSAE 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 4

This year’s Silent Auction proceeds will benefit For Penny
the Rita Lashway, CAE Scholarship Fund
We will have a large LCD wall of pictures throughout the
Rita Lashway, CAE has made an extraordinary impact by years of Penny and friends. Please send Alaina Maldonado
strengthening the membership of ESSAE in many ways. For any pictures you might have: [email protected]. There will be
the innumerable contributions she has bestowed on ESSAE a scrapbook available at the event to write your own notes to
and its members, we have established the Rita Lashway CAE Penny as well as add pictures. There will also be a basket for
Scholarship Fund. cards and small gifts.

The Fund provides ESSAE member association professionals Cost
with financial aid for the training and expenses involved
in obtaining their Certified Association Executive (CAE) $45–Members, $65–Non-Members
designation. The scholarship will entitle the recipient to *Business/Cocktail Attire*
receive $500 toward the ESSAE Association Leadership
Academy fees, books, and/or related expenses, awarded to a Accommodations
member in good standing of ESSAE who is eligible to attain
the 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 Items

ESSAE cordially invites you to this year’s Annual Holiday Party & Charity Auction on Thursday, December 10th at the
Desmond Hotel & Conference Center. This year’s Annual Holiday Party & Charity Auction is sure to be a grand event! What
makes 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.). Each
donated 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 love
overnight stays, but why not include tickets/passes to a local attraction to make it a getaway package? Or include a special gift
in 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 anticipated
annual 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 Camera
Bidding directions: Please print your name and your bid Donated by CMI Communications
on the next available line. The bids should be in $5 or $10 Hero LCD waterproof camera with 1080p 60 fes, built in wifi
increments. Bids starting costs are indicated on the first line. support of GoPro App, microphone and speaker, ultra wide angle
You may check on your bid and re-bid until the sheets are glass lens, built in touch display. Additional item: 16GB mirco
collected 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 the
night 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’s
Below is a list of auction items that have been donated so far 28th Annual Confections in Chocolate event at Glen Sanders
for 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 Basket
Donated by Albany County Convention & Visitors Bureau Adirondack Two Night Stay
VIP NCAA division I men’s ice hockey eastern regional final’s Donated by The High Peaks Resort
tickets, section 118, row M seats 1 & 2, Saturday, March 26, 2016- Two night stay at the High Peaks Resort with Adirondack gift
2 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 new
2015-2016 products; baseball hat, winter hat, scarf’s (2), t-shirt (2)- Downtown Overnight
United in Red logo, official hockey puck, 2015-2016 official game Donated by Hilton Garden Inn Downtown Buffalo
program, and 2015-2016 magnet schedule. Value: $300. Overnight Stay with breakfast for two. Value: $200.

New Year’s Groovin’ Eve Naughty but Nice Package
Donated by The Albany Marriott Donated by Hilton Garden Inn Watertown/Thousand Islands
Overnight 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 Garden
cash 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 7

ESSAE Association Resource • November 2015 6 www.essae.org

Holiday Party Auction...continued from Page 6

Golf Retreat Sagamore Ice Bar Getaway
Donated by Holiday Valley Resort Donated by The Sagamore Resort
An overnight stay and two days of golf with cart for two people. One night stay for two in the Main Historic Hotel and breakfast for
Value: $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 Escape
Donated by Hyatt Regency Buffalo Tailwater Lodge Teti Cooler
Two night stay in a standard guestroom, inclusive of breakfast for Donated by Tailwater Lodge
two 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 corporate
Dancing In The Street Package retreat and fishing excursion on the Salmon River. Value: $349.99.
Donated by The Joseph A. Floreano Rochester Riverside
Convention Center Vacation in The Mountains
Four 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 Package
Lake George Basket Donated by Visit Rochester
Donated 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 Basket
Long Island Sparking Wine Gift Set Donated by Visit Syracuse
Donated 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 Country
Fitness in The Falls Donated by Watkins Glen Harbor Hotel
Donated by Niagara Tourism & Convention Corporation, Three night winter weekend getaway in a Lakeview Room including
Conference Center Niagara Falls, Sheraton at The Falls Harbor Hotel robe, two bottle of Finger Lakes wine, bottle of
One (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 gift
certificate 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 hour
Stay In Albany rental of a Porsche or Corvette and Dinner at Longfellow’s
Donated by Radisson Hotel Albany Restaurant is Saratoga Springs!
Overnight stay with dinner and breakfast in The Grille Restaurant.
Value: $250. Click here for

Experience Corning! an updated
Donated by Radisson Hotel Corning
Package includes five beautiful handmade ornaments from Corning list of donated
Museum of Glass/Hands on Glass, Overnight accommodations at
the 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 the
Rockwell Museum, and a bottle of Finger Lakes wine. Value: $779.

“Suite” Sagamore Stay
Donated by The Sagamore Resort
Two night stay for two in Lodge Suite accommodations with a
fireplace and dinner for two at the restaurant of your choice at the
Sagamore Resort. Based on availability and Tax and resort fee and
gratuity are included. Value $750.

ESSAE Association Resource • November 2015 7 www.essae.org

Autumn Idea Market &
Harvest Luncheon

ESSAE’s Annual Autumn Idea Market held on Friday,
November 6 at the Hilton Garden Inn in Troy was all about
sharing–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 the
scenes of public opinion polling to examine the impact of
apathy, confusion, having mutually contradictory views as
well as having too much or too little information. Dr. Levy
also provided information on how polls are sometimes
manipulated by politicians and the press. He delved into
how to tell a good poll from a bad poll, how to craft polling
questions that will result in capturing reliable and valid
data, how to trust the numbers you read, and how to reduce
respondent fatigue and improve your response rate.

Following Dr. Levy’s keynote were seven breakout sessions,
some presented by members including Association
Development Group’s Holly Cargill-Cramer (see an article
on her social media session on page 14). The topics of these
breakouts were varied and included advocacy, public
affairs and the integrated campaign; the secret to effective
association marketing and communications; and team
building and human resources.

The day was capped off by a wonderful lunch provided
by Hilton Garden Inn, Troy where members and supplier
partners enjoyed networking and fraternity.

ESSAE is especially grateful to our sponsors
for this event. The Autumn Idea Market &
Harvest Luncheon was possible thanks to:

Host Partner: Hilton Garden Inn Troy
Event Partner: Hilton Garden Inn Troy
A/V Sponsor: CMI Communications
Keynote Sponsor: Cheshire A/V
Breakfast Sponsor: VisitRochester
Session Sponsor: Saratoga Hilton
Door Prize Sponsor: Radisson Hotel Corning

ESSAE Association Resource • November 2015 8 www.essae.org

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

People and Places

Capitol Hill Management Services (CHMS) is pleased to announce two new clients

The National Association of Patent Practitioners (NAPP) has selected CHMS for full association management services after
a national search. NAPP is a nonprofit membership association dedicated to serving the needs of professionals working in the
field 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 patent
practitioners.

The North Carolina State Hearing Aid Dealers and Fitters Board (NCSHADFB) has chosen CHMS for full administrative
services. 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 accomplish
their missions,” said John A. Graziano, Jr., CHMS President. “We are pleased to work with their respective leadership in
ensuring a successful future.”

New email for Jennifer Hickey Bruce

Jennifer Hickey Bruce, CMP, president of CCi Consulting, an association & meeting management company, has a new email
address: [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 Marx

Congratulations to Ryan Marx, CMP, of The Woodcliff Hotel & Spa, and his wife on their new baby, Madison! Born on
September 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].

ESSAE Association Resource • November 2015 10 www.essae.org

Call for ESSAE Board
Nominations 2016

Help shape the future of ESSAE! The society has two (2)
director positions and one (1) supplier/CVB position open on
the ESSAE Board of Directors for 2016 service.

The ESSAE Board of Directors is the elected body responsible

for 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 terms

law, to do all things appropriate and necessary for the for no more than four consecutive years. Board members

development and perpetuation of the Society. The Board of are selected annually by the membership. The board

Directors consists of the chair, immediate past chair, vice meets (on average) five times a year in the Capital District

chair, treasurer, and secretary plus no more than eleven area. The ESSAE Nominating Committee desires member

additional directors from the membership, two of whom may recommendations to bring the best qualified people into

be 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 you

Members 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 postal

association professionals mail by December 18, 2015.

• Build relationships with others dedicated to serving the

association industry Contact us with any questions. We look forward to your

• Strengthen the business and leadership skills of involvement in 2016!

association staff

ESSAE 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/Freepik

At a high level, marketing automation is all about – you FAIA’s “Welcome to the Family” campaign is engaging
guessed it – automation. The idea is that automation members from the start. Instead of one big email with lots of
will save you time by automating repetitive tasks while details when a member joins, FAIA now splits the content
also creating more effective marketing campaigns, both up by topic over three emails sent every three days. This has
which lead to an increase in revenue for your association. increased the number of opens and clicks significantly. When
Marketing automation technology makes it easy for you one big email was sent open rates were averaging 21.2% and
to manage the segmenting, personalization, and timing to click rates at 44%. Now, with three emails, staggered, each
create 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 the
you combine the two, jaw-dropping results can be achieved. mistake of investing in the technology without the plan to
Take American Association for Respiratory Care (AARC), successfully implement it.
for example. AARC’s membership was stalled. A flat line
in the association’s core group of active members was For more information on marketing automation and
even 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 in
membership renewals gave rise to the growing number
of lapsed members. They were determined to find the
right action plan to quickly change the current trajectory.
Knowing that new member cultivation would not be a quick
and easy fix, AARC identified great potential within the
growing lapsed member base.

ESSAE Association Resource • November 2015 12 www.essae.org

Awesum

[aw-sum] - noun

A cost/entertainment ratio that inspires
the savvy planner to do a happy dance.

We’ve redefined what a meeting should be. Ranked among the best in the nation
for affordability and commute times, Rochester, NY makes it easy on your
budget and your patience. With ideal accommodations available in both the
historic city and the surrounding area, we offer a cost-effective combination
of culture, entertainment and pleasure to reward and refresh your team.

VISITROCHESTER.COM
1-800-677-7282

® I LOVE NEW YORK is a registered trademark and service mark of the New York State Department of Economic Development; used with permission.

ESSAE Association Resource • November 2015 13 www.essae.org

The Big 6 Facebook:
Facebook is an online social networking
Top social media platforms and tips to use them website to share information and photos
and respond or link to the information
by 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 their
You or someone on your staff may spend hours every Facebook administrator moves on to another job. Holly
month working on social media. Why? According to Holly recommended creating a false identity on Facebook
Cargill-Cramer, senior association manager of Association that employees like so they can become page managers
Development Group, Inc. your social media strategy should or editors. The false identity should always retain full
be all about building relationships with your members and administrative control (the ability to add or delete other
telling 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, having
the Big 6 of social media platforms: Pinterest, Facebook, conversations, posting relevant information and
Google+, 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 regularly
one 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 or
Your WiFi and AV Options
When Your Association Travels 2. targeted WiFi coverage. If your conference
is a technical one, you certainly know that
By Brian Buff the event focus, attendees, presenters and

Within the confines of our offices, we have our technology exhibitors are all going to need WiFi access
needs met. When we take the “show on the road” for a
convention, trade show or conference and have to rely on and you should plan accordingly. Most
others to provide technology services, it can start to get
tricky—and expensive. You should know your options. The groups can save by targeting their WiFi availability—whether
following tips have been compiled to help you make sure
you 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 hotel
Internet access has become a fact of everyday life. Where accommodations, giving attendees the option to have
people go, so do their mobile devices, as well as their internet access in both their rooms and on the conference
expectations. One of the greatest planning and budget floor.
challenges an association can face is how to manage and
pay 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 the
are away—and we want them taking to social media while internet log-in page, as well as signage at the event and
they 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 the

1. 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 are
Audio-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. The

best time to negotiate is when you are reviewing your

contract. Most venues are not going to jeopardize room block Choose an AV company that has an
extensive equipment inventory. Working
and food and beverage revenue to get the AV business. 8. with an AV company that has a wide
range of equipment will save you time
Here 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 for
services such as audiovisual, security, exhibition services, and 9. Bring your own computer(s). This will
similar types of good and services. If (Association) brings in always save you money by avoiding the cost
outside contractors, (Association) will not be required to pay of renting. Additionally, you can pre-load
surcharges, fees, or penalties for use of outside contractors, presentations onto the computers so they’re
not 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. Labor
that it will inform any outside contractors of any current costs are often the biggest expense with
union agreements at the venue.” AV rentals. Ask when the labor rate
changes before you determine to do any
2. 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 you

3. 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 that
sizes 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 as
leading-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 trade

show in Buffalo, where the client received a 9 x 12’ rear

projection set-up for its general session room as a group had

used the ballroom the night before—giving them a $800.00

value in the process. Brian Buff is Vice President, Association Management Division
at Capitol Hill Management Services, Inc. (CHMS) one of the
4. 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 Smith
123 East Main Street
Rochester, NY 14604 Top
585-314-0470
[email protected] Bottom
www.rrcc.com
Have you heard about the changes Google has made to its
Talia Cass, Tourism Promotion Account Executive search algorithm? The algorithm has been updated so when
Schenectady County Visitors Agency someone on a phone does a search, websites that are not
432 State Street mobile-friendly are ranked lower than sites that are device
Schenectady, NY 12305 responsive. While it is difficult to say what the impact of
518-382-3884 this change will be for your association, you should know
[email protected] how your organization currently ranks in online searches.
Ensuring your website is device responsive will help your
Kimberly Farrington, Director of Sales association stay current, evolve, make your content easier to
Hotel Ithaca access from all mobile devices and court younger prospective
222 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 the
www.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 responsive
50 State Street 6th Floor website set-up — especially if your organization
Albany, NY 12207 is looking to upgrade or make changes to your
518-432-3600 website. Responsiveness should be a part of the
[email protected] conversation.
www.sixtystateplace.com
3. If you are utilizing a web solutions provider, you
Alan Krieger, President may want to ask the company how it is handling
Krieger Solutions LLC responsiveness and Google’s new search algorithm.
5223 Scotch Ridge Road If the company does not have a plan for device
Duanesburg, NY 12056 responsiveness, that would be a “red flag.”
518-895-2939
[email protected] NPR recently had some great coverage on Google’s new
www.kriegersolutions.com algorithm and its impact on website responsiveness. You can
find this coverage “Google’s New Search Algorithm Stokes
Dawn 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 Hill
Waterloo, NY 13165 Management Services, Inc. (CHMS) one of the preeminent
315-539-3290 association management, government relations and examination
[email protected] administration firms in the nation. You can learn more about them
www.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.org

ESSAE Association Resource • November 2015 18 www.essae.org