IBTM World Trade Show from the perspective of the home based audience

Welcome to the second edition of the B2B influencer marketing chat series. Today, we have a great guest from ICCA and associations world in our podcast. Let`s dive into the discussion with Anna Gorska and find out how international associations can benefit from social media and marketing.

Who is Anna Gorska

Anna Gorska has been involved in the meetings industry for over 20 years. Since May 2019 she is part of the Advisory Board in the leading Polish association called PCO Symposium Cracoviense, where she is responsible for relations with the international associations. In March 2019 Anna became the Vice President of the SKKP Polish Conference & Congress Association. She is a passionate lecturer at universities promoting the importance of the meetings industry to the young generation. In October 2020 she was elected as a Board member for ICCA (International Congress and Convention Association). Anna was also chairing the ICCA Central European Chapter for 6 years.

We talked with Anna Gorska about:

• News from the World; an initiative that was created during the lockdown to keep in touch with associations.
• The 59th ICCA Congress that was held in November 2020 and gathered more than 1500 participants online.
• The role of the different social media channels; why Facebook is more popular in Poland than LinkedIn for associations?

Have you missed the live episode with Anna Gorska?

In case you missed our live session with Anna Gorska, listen to our conversation on your favorite podcast channel. We uploaded the whole interview to the following podcast channels:

• Spotify
• Apple Podcasts
• Google Podcasts
•  Radio Public

Do you prefer reading over listening? You can read most of our conversation with Anna Górska below. Enjoy listening and reading.

59th ICCA Congress 2020

Mariska: It`s clear from your CV and from your background that you have a huge passion for the MICE industry. So I can say that you are true advisor or ambassador and perhaps even better said, a true influencer for the destination of Poland.  I suppose the majority of the readers know ICCA, but can you share something about your role in ICCA and also about the ICCA Congress that took place in 2020? Can you share any insights why this congress was also so special?

Anna: Yes, of course. ICCA means  International Conference and Congress Association. Right now, ICCA has over 1000 members from all over the world. In my opinion it is the most important organisation dealing with the meetings industry in the world right now. ICCA organises its’ congress every year and it takes place in a different part of the world every year. And in fact, every year, many cities try to bid for it to be the host of this event, because it’s a very prestigious event. So every year ICCA Congress gathers up to 1000 people from the meetings industry and  from the top management of the members.

This year, the title of the congress was “Transforming Events Together“. It was scheduled to take place in Kaohsiung in Taiwan. But due to the COVID, the Board of ICCA decided to organse it for the first time ever, in a different form, in a hybrid format. So besides Kaohsiung, there were seven other regional hubs chosen in a different parts of the world, where the members could meet face to face. For example, in Europe, we had hubs in Luxembourg, and Malaga. The hubs were chosen so that delegates from all over the world didn’t have to travel to Asia, and could choose the nearest hub to their destination.

The attendees also had option to participate virtually. And thanks to that, the event hit a record number of attendees. There were 1500 participants.

ICCA also offered a six week educational program before the actual start of the congress. So for the registered participants, there were sessions every day on the topics like storytelling, macro and micro trends. And the sessions are still available on demand until the end of the 2020. So I think it’s the future of the meetings – the hybrid way, because it gives you an opportunity to participate either face to face or virtually, in case when you don’t have time, money or other sources to travel far away.

The 2021 ICCA Congress wil be held Cartagena, Colombia. So we all hope that we will be able to travel freely until November 2021.

Challenges for associations in the era of Covid-19

Mariska: You’re also very passionate about education. You were telling also in your introduction that you’re teaching students, so I think education is very important also for the ICCA community. So I hope that there will be more education about associations, about bidding or any other related topics. So I think it’s a great way forward and I’m really curious how the conference or in what way the ICCA congress in 2021 will take place in South America in Cartagena.

You are very passionate about associations. Associations in our industry are also known as an audience that is difficult to reach, difficult to get in touch with. You have a lot of experience about the association market. Can you give any insights about this particular  market, about this particular audience?

Anna: Yes. First of all, I think that for many associations the annual congress is the main source of their income. So, during the COVID-19 pandemic crisis, when the event has to be canceled, or postponed, it’s a problem for the association. In many cases, the leaders of the associations work voluntarily. So they have their own business issues to deal with, and it’s hard to concentrate for them on the associations market. I think this is the biggest challenge all associations are facing now.

And of course, uncertainty is the main problem, we don’t know when we’ll be able to meet face to face again, and travel again freely. So this is also a very big challenge. Others are like remote work and organise virtual meetings for associations. Others do not have experience and digital skills. So I think it would be reasonable for them outsource this and use sometimes experience of the PCOs to help them organise virtual meetings.

In my opinion, right now, the most important is to stay connected with the members, and to offer them an open communication and just examine their needs. Just ask them what they need right now. Because all of our priorities have changed. And what was good for the members last year, probably is not good right now. We need to learn to adopt to the members needs. I think it’s the most important right now for all national, for medical and industry associations.

An academy for meeting planners and event professionals

Mariska: I think you’re absolutely right, associations have a very fragile structure. And like you said, they’re based on volunteers, those volunteers perhaps may run their own company or employees. Also there has a lot of things changed, we’re now working from home, perhaps also personal situations have changed. And your working environment has changed. So we are facing a lot of challenges, of course, and it has a huge effect on the on the quality and also on the role of associations.

And the second, what you mentioned is the online experience. Yes, if you are working as a volunteer in an association, that doesn’t mean that you’re directly an online event strategist or online event planner. And also, as we’re living such an ever changing environment, what we need now today is perhaps different than we would need in a week or in a month’s time. So it is really a very, very challenging, not only for us, and as we’re speaking here, a very challenging world. But of course, yeah, an ever changing environment. And you say you reach out to members, you get the advice to reach out to your members. And just pick up the phone and call them or send them a message. Do you have any other advice? How can you stay in touch with your members or people that are related or connected with associations?

Anna: I can give you an example of the project we introduced in our Polish Conference and Congress Association (SKKP). The main goal of SKKP is to educate the members. And last year we introduced a project called SKKP Academy.

SKKP News from the World

But, of course in March this year, it was obvious that we could not organise any face to face trainings or educational products. So we introduced something new, the project called SKKP News from the World. It is a series of articles in which we write about case studies, reports, new promotional campaigns, showing how the world is reacting on this unusual and unexpected situation. And we make it available to our members and to other MICE industry representatives in Poland. The goal was to help the members to deal with an unexpected crisis by showing them the good examples from the world. Because we all know that information is crucial to conduct right decisions and to create recovery plans. It also allows members to react quickly and to implement changes in their strategies.

The project was very simple, the articles were spread throughout the social media and received a very positive feedback. The Polish MICE industry media also helped us and they distributed articles through their channels on social media, and in their newsletters. The project was also one of the finalists in the international awards, organised by association executives. We know that MICE professionals read it, because I can see how they use it in their campaigns, how they use it when they speak to others, so it’s very positive for us. And it  motivates me even more. And I decided to continue the project also next year, and keep on writing the articles.

Mariska: Could you please share with us, because you’re saying you’re sharing case studies or articles. Were these articles also about associations and case studies from MICE companies? Can you say something about the type of content that you shared within that new initiative?

Anna: Yes, we shared the reports that appeared in the MICE industry. For example we distributed the reports issued by ICCA, or the other associations. And we also wrote about good positive examples of the different campaigns. I can share an example of the campaign in England, it’s called, ‘It’s time to meet again‘. During the campaign the employees of the industry took pictures with their smartphones, in their workplaces. And then they share it through their  own social media channels. So to show that positive and personal way of how to organise event in their region.

Mariska: This is important for anyone who’s creating a new initiative or building up a community. So you really concentrate on content from the industry, from the meetings and events industry, and to share it with your members. You didn’t share any information from outside the meeting and events industry?

Anna: No, we share mainly information of the meetings industry. We read articles in the international newspapers, social media, different channels, and we choose what in our opinion could be important.

How to share news with your audience?

Mariska: You know the challenges of your audience, that you were the right person to choose the right articles that were relevant or could be informative for your audience. Also, how did you share those articles with your audience? Did you create a newsletter? Did you create a company page on Facebook? Or what platform did you use, and how frequently did you share the news with your audience?

Anna: Okay, so first, we started to write articles twice a week. And right now, I write articles once a week. We have created the webpage of SKKP section called ‘News of the world’. Other than that I posted on my personal Facebook profile and LinkedIn profile. As SKKP we also distributed the content on our Facebook page. And as I can see the others also share our articles on their personal profiles. The Polish MICE media such as: Meeting Planner, Think MICE and MICE Poland, also joined our initiative. So all these actions give an opportunity for the wider audience to read about it.

There is so much information and not many people have the time to read it all.So this is helpful as that what we choose, of course, from our point of view, what is really important, and share it, so they the have real knowledge all in one place.

Facebook or LinkedIn?

Mariska: Yeah, but I think it’s important because you have so many years of experience in the industry. You know what your audience needs, and they trust you as a person. So therefore, I think you are the right person to choose that information and to share it because you are authentic, you are trustworthy, and I would say the influencer within the world of associations. And going back, because you shared the content also on your private channels and on your Facebook and on your LinkedIn. And what is then your preferred channel, if you would choose between LinkedIn and Facebook? Or where did you get more reactions on Facebook or on the LinkedIn page?

Anna: Well definitely on Facebook, we get more reactions. And I use my personal Facebook profile only for business related matters. You know, I don’t use it for private reasons. I mean sometimes I do, but only when I want to promote the destination Poland. So I don’t show the birthdays of my children. I see that in Poland, Facebook, at least for the industry associations as MPI Poland Chapter, SKKP, or SITE Poland, is used more frequently than LinkedIn. And although I also share the articles on the LinkedIn, I see much more reaction on Facebook, and also much more shares on Facebook than on LinkedIn. I don’t know why, it shoold be the opposite page.

Mariska: Is it also to do something, for example, with cultural differences, or perhaps with the preferences of your audiences, and perhaps associations in Poland, are more active on Facebook instead of LinkedIn?

Anna: I think that Polish associations are more active on Facebook than LinkedIn. And just my friends from Facebook and LinkedIn, they’re more active on Facebook, I can see it and I’m not sure why. Maybe it’s a Polish thing. Maybe not.

Choose the right channel to communicate with your audience

Mariska: Yes, can be. But it’s important to know because we’ve spoken with many people, during our live webinars with different people from around the world. And a lot of people underestimate the cultural differences that are in each country exists. And also the rules and regulations, of course, but also cultural differences that in some countries. For example, Twitter is much more used and common in the UK, than it would be for example, in the Netherlands, although we use Twitter, but it’s not our place to go to. And, and sometimes it also depends on the industry. So it’s good to know if I would work for a Polish association I would know that I would invest more time and effort in Facebook than on LinkedIn.

Anna: I think it would be a good idea to do that. And I know you are involved in so many social channels and profiles, you have so many of them, especially Jaro . But me personally, I use only two of them only Facebook and LinkedIn because I just don’t have time. And you know, it’s not so easy to post the right content on social media, you have to think about it. And about the content and it just takes time. So I chose to have only two of them.

Mariska: I think it’s a very wise decision to only choose one or two platforms, maintain those and build the community then to have five or six profiles, where you don’t have the time. My preference is LinkedIn. For some people, for Jaro, of course, it’s Instagram. I think it’s a very wise decision to focus only on one or two social media channels.

Associations in 2021

Mariska: Is there anything else that you would like to share with us concerning associations, or any predictions or suggestions that you would like to share with us for 2021?

Anna: Yes, maybe two things, I would like to encourage everyone to get involved in associations. I know, it takes time. But it also gives you a very positive things, and to do something good for the others. That’s why I’m so passionate about associations. And that’s why I get involved in working with them.

Let`s talk about predictions, I think the meetings in the future will be smaller. And unfortunately, because a big part of them will be organised virtually. We will need a lot of time to feel safe to travel again, including long distances. The meetings will be smaller, and probably more local, and then regional. And we need to learn. That’s why I think we need to learn new digital skills, to be able to move freely in the virtual world.

This would be my advice, to learn new skills, and I’m also speaking about myself, I need to be more proficient in a virtual world. It’s not easy, but I think what we will learn now, it will give us fruits for the future.

Mariska: Indeed, I think you’re absolutely right. And also thanks for your advice to get involved in associations. I always have been very involved in MPI, which also gave me a lot of confidence. And from my perspective, I totally agree with you, Anna. I think for a lot of people has been a learning curve, not only for event planners, but I think also for a lot of other industries how to deal with online meetings, online conferences, and anything else.

Anna: Well, I think all of us are influencers in some way. And especially now when we all use social media and we live in an online world. So my final remark would be just to be cautious what you post on your social media.

Mariska: I think it’s a very good piece of  advice for all of us. Indeed, think twice before you post something on social media because you might harm your reputation amongst your followers. So thank you very much, Anna, for sharing your insights and passion about meetings and events industry.

Connect with Anna on LinkedIn and Facebook.