IABC 2013 MEMBERS AT LARGE Survey and analysis- IABC EMENA

Claudia Vaccarone, Director at Large
2013-2014 IABC EMENA Board
V3 November 4, 2013
Members at Large: the hidden force!
Focus on a strategic segment
of the regional membership
IABC EMENA

Member At Large Definition
IABC bylaws dictate that if a member lives within 50 miles or 80 kilometres of a
chapter, he or she must join the chapter.
If you live more than 50 miles or 80 kilometres from a chapter, you are welcome to
join as a Member-at-Large.
Members at Large survey - 2013-2014 IABC EMENA Board
Source: http://www.iabc.com/about/membership/servicecentre.htm
1

IABC and MAL: WW
Source: IABC HQ mail from Claire Watson & Savanna Cheer 20/11/2013
2Members at Large survey - 2013-2014 IABC EMENA Board
18%
77%
4%

MAL: 2nd
largest chapter in the region
Source: MMA Sept 19th
2013, 469 members in the region
84

MAL Demographics
33 51
84Members at large
60% ARE
WOMEN
18% of
MEMBERSHIP

MAL Demographics
6Corporate members

MAL Demographics
The oldest MAL:
Kenneth Sniffen
Communications
Advisor to Saudi Arabia
Chevron (Kuwait)
53%
joined in the
last 3 years

MAL locations
Country with 1-2 MAL
Cluster country (4+ MAL)
9 IABC chapters
1 member in Angola
1 member in Argentina

MAL Survey
1. METHODOLOGY
• Online survey administered between October 1st
and October 11th
, 2013
• 10 questions
• 28 participants (33% of MAL)
2. OBJECTIVES
• Gather insight on membership value & expectation
• Gather insights on membership preferred communications channels
• Measure members satisfaction on membership value proposition
• Measure members satisfaction on frequency and content of
communications tools

MAL Survey Executive Summary
• The IABC community and self development opportunities are the main reasons MAL join IABC, however they feel
neither are available
• The member-at-large choice is dictated by their geographical location mainly
• MAL do not take advantage frequently of all the membership features at their disposal: lack of awareness?
• Therefore, satisfaction concerning membership features is rather lukewarm or neutral
• Apart from mailings and the corporate website, there is little engagement with the regional communications channels
(lack of awareness)
• Satisfaction ratings in terms of frequency of communications from the region are neutral for the most part
• Satisfaction ratings in terms of content of communications from the region are neutral for the most part
• This groups emanates a general feeling of solitude, lacking face to face networking opportunities & local interfaces

MAL IABC choice
Q1: Why did you join IABC? (open ended)
23 out of 28 respondents
Community 48%
Knowledge 35%
World Conference package 13%
IABC Reputation 4%

MAL Choice of status
Q2: Why did you choose the MAL option? (open ended)
I was previously a chapter
member in another country
and am disappointed that
there is no chapter in my
current country
No chapter in my
country!
The IABC EMENA region
corresponds almost to
the region our
organisation covers

MAL Membership exploitation
Q3: How frequently do you take (or have taken) advantage of the following membership features?
Discovery
"Take advantage of"? There is
nothing for at large members!

MAL Satisfaction
Q4: How satisfied are you with the following membership features?
Don't like paying for webinars
after a hefty registration fee

MAL Comms channels engagement
Q5: Thinking about IABC internationally and the EMENA region, how often do you actively engage with their
communications channels to stay informed of IABC’s activities?
Was not aware of Emena
groups/pages…

MAL Regional comms satisfaction: Frequency
Q6: Thinking specifically about the communications from the regional board of directors, how satisfied are you
with the IABC EMENA tools in terms of frequency of updates?
I can't say that IABC come up
that often in my FB and LI feeds.
Perhaps this has something to
do with my settings, but the
most frequent FB
announcement I see is for new
IABC sponsors. Not really that
interesting...

MAL Regional comms satisfaction: Quality
Q7: Thinking specifically about the communications from the regional board of directors, how satisfied are you
with the IABC EMENA tools in terms of content quality & relevance ?
Nobody contacted me or I
didn't know that it exists, thus
to answer the question it is
hardly impossibile

MAL Desiderata 1/2
Q8: In your opinion, what is currently missing from your membership and/or how can the IABC EMENA regional
board improve communication with you?
22 out of 26 participants
Greater need to engage -
especially for those unable to
attend regular meetings. Regular
informal (but moderated)
videoconference 'cafe'
sessions could be on option -
just to touch base. Also, there is
an opportunity to bridge more
traditional comms practitioners
with less visible prospects such as
NGOs and IGOs, including UN
agencies.
I'll have to check my forum (FB,
LinkedIn etc) settings. Other
comms organizations - such as the
Direct Marketing Institute,
Chartered Institute of Marketing,
and the AMA - do a really
excellent and consistent job of
providing members and
followers with informative
infographics, research,
thought-provoking questions,
etc.
Would welcome opportunities
to engage in a local face-to-
face network. Would attend
Eurocomm annually.
simple clear
news/updates/involvements
More frequent in-person
meeting opportunities -- but
not expensive ones where you
have no chance to speak with
people during the event
Ithink there should be more one
to one communications before
group communications or an
activity or idea that would foster
one to one prior to group
Meetings in different areas
(haven't been able to attend any
of them)
There is rarely an event in
the UAE and to make trips
to Europe is certainly costly -
in terms of money and time.
I've tried contacting members
in the region, but had no
reply. It might be interesting
to get together from time to
time, even if only informally.
Regional (in term of country)
approach is missing... IABC
needs to know more about
every national communicators in
part, how they can contribute at
the organization goals...

MAL Desiderata 2/2
Q8: In your opinion, what is currently missing from your membership and/or how can the IABC EMENA regional
board improve communication with you?
It's not the communication, it's the fact
that I don't feel I'm part of anything.
I'm essentially paying $200+ to access a
website. There are no events locally or
even regionally that are cost-effective
enough to attend.
ABC remains very USA-centric
and members in smaller
chapters are not always very
senior.
Lack of communication,
ignoring countries were
members are at large without
chapter, no visits. There is
no sense of being a part of
association and group of
people sharing the idea.
There is too much noise. Too many e-
mails asking to enter for awards. Not enough
fact based information and tips.
I don't like the Middle East
being grouped with
Europe. There is a large PR /
comms industry in the Middle
East and it is a shame that
there's not a group that
reflects that region.
It would be great to have
more events/activities in
the Middle East, it feels
quite remote from Europe and
the nearest chapter. I also
think the World Conference
doesn't have enough content
from the EMENA region,
especially the Middle East.
More regional events,
meetups, and of course a
welcome for new
members that includes
awareness of EMENA
resources.
I only get iabc.com weekly
news and they are not
interesting in most of the
cases for me.
The regional board is doing a
great job and provides the
right dose of communication
and events for me.

56% belong to other professional organizations
Q9 do you belong to any additional professional organization?

Cluster Focus: ITALY
• 4 MAL
• Locations dispersed: Torino, Modena, Alessandria and Roma,
• Milan is THE hot spot for communicators (advertising agencies, business hub,
international, fashion, etc.)
• National competing associations: Assocomunicazione, AIAP, etc
• RECOMMANDATION:
• Organize a networking event and/or general presentation in Milan
• Hosted at a friendly organization to connect existing MAL and recruit
additional members
• Connect with organizers of “Communications Week” (September
each year) to get visibility via direct mailing/digital marketing (15K
distribution mailing list), eventually plug in with existing events
• Connect with communications programs directors at IULM and
Bocconi business schools to set up a student program
• LINKS:
• www.iulm.com/
• http://www.lasettimanadellacomunicazione.org/2013/
• www.assocomunicazione
• http://www.aiap.it/
• TENTATIVE BUDGET:
• 1 000 EUR for entering the official program of Communications Week
• Traveling expenses for participating Board Members

Cluster Focus: UAE
Cluster of 15 MAL
Locations : 5 in Abu Dhabi, 6 in Dubai and 2 in Sharia
Local member Rebecca Hill and Clare Woodcraft longstanding advocates for the association
High potential location for a networking event to support growth dynamics and local MAL community sense

v
Conclusions and next steps
• There is a clear urgency to engage this group as their membership experience is different from chapters members
• There is a need to better illustrate the membership benefits (however: is it a Regional responsibility or a corporate?)
• The regional board will discuss these finding at the next Board Meeting (London, November 4th
, 2013)
• The Regional Chair and the MAL director are liaising with other Regional Boards to gather insights on similar programs
and nourish our challenge with existing and proven solutions
• Conf Call with Heritage region leaders on Nov 1st
• Email exchanges with COR
• Conf Call with Savanna cheer at IABC HQ on 20/11/2013
• Conf call with Steve Seager, EMANA director of communications 21/11/2013
• Conf Call with Velin Velkov, ex MAL 21/11/2013
• A mailing to MALS will be sent in the same time frame to thank them for taking part to the survey, inform them on the
findings and on the decided course of action (MAL director)
• An Action Plan will be crafted and circulated with the Board before end of Q2/2013 and implemented in Q1/Q2 2014
• The survey should be run again in a year time to measure progress in satisfaction ratings 22Members at Large survey - 2013-2014 IABC EMENA Board

MAL: the hidden force!
For more information please contact:
Claudia Vaccarone
IABC EMENA Board Member
IABC France Past President
cvaccarone@eutelsat.com
+33 6 77 35 34 03
@claudia_v_

IABC 2013 MEMBERS AT LARGE Survey and analysis- IABC EMENA

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