Page 55 - The Handbook - Legal and Accounting Networks 81
P. 55
Law and Accounting Networks and Associations
Meetings have three principal purposes. The first purpose is to develop inter-personal relationships. If the
network is going to be successful, the members must have a high level of trust. Trust can only be developed if
the members meet in person, so meetings are indeed an investment.
The second purpose is moving the network forward in its development. By meeting for a specific purpose such
as organizing a project, the members are able to work with one another. This increases trust. More importantly,
the project has group ownership. The project could be something tangible like a publication or something more
intangible like a regional meeting. Each member is assigned tasks and asked to collaborate with other members.
The third purpose is to complete the vision of the network. Each meeting generates additional building blocks
on which the network can expand. When all the meetings and interaction are combined, the network begins to
take shape. The investment is justified by the contacts that are made at the meetings.
While the purpose of the meetings is the same, the dynamics have changed over the last 15 years as a result of
the Internet. Webinars, podcasts, and video streaming have all become possible.241 The impediment is not the
cost but the time it takes to arrange these seminars. The issues also involve efficiency. Not all of this technology
is utilized by all groups.
Even though networks have three purposes, how these purposes are implemented will depend upon the
network’s level of development. It cannot be expected that a Level 1 network will develop relationships in the
same way a Level 3 network does.
Meetings are free in Level 1 networks. Each participant pays his/her own way. Given that Level 1 networks
tend to be small, the conferences are held at the offices of one of the members. Meetings represent one of the
largest costs to both the network and the members. The relationships are already personal because the Level 1
network is a club.
Meeting planning is first required in Level 2 networks. The leadership must decide who should participate.
This will depend on whether it is the principal contacts, practice groups, administrative personnel, or others.
In Level 2 organizations, one finds different types of meetings. However, because they are Level 2 networks,
the meetings are not particularly complex. A meeting planner at one of the member firms can easily organize
them.
Level 3 network meetings represent the full range of meetings: member-to-member meetings, practice groups,
industry groups, meetings at other events, regional meetings, and annual meetings. All are different in their
organization, attendance, and outcome. Each level serves a different purpose in promoting members and the
network.
The annual meeting is common to all networks. The networks have direct costs, such as hotel, audiovisual,
meals, promotional materials, printed materials, travel, staff, and more. The members will incur meals, lodging,
and related expenses. Depending on how the meetings are organized, the members will pay registration fees
and perhaps incidental entertainment costs. A global meeting of 100 professionals can have direct costs to the
network of more than $100,000 and indirect costs to members (travel, meals, hotel, etc.) of more than $300,000.
face-to-face meetings of alliance members are essential to developing relationships of trust. Annual and mid-year meetings of the Network have
successfully woven the fabric of these relationships, as have additional opportunities for a wider group of interested lawyers to get to know one another
through practice group or special interest group meetings. The result is that members of the Network now know one another well. They have developed
good professional relationships and, in many instances, strong personal friendships as a result of this association.”
241 See infra Chapter 6, Marketing the Network – Creating the Brand.
43
Meetings have three principal purposes. The first purpose is to develop inter-personal relationships. If the
network is going to be successful, the members must have a high level of trust. Trust can only be developed if
the members meet in person, so meetings are indeed an investment.
The second purpose is moving the network forward in its development. By meeting for a specific purpose such
as organizing a project, the members are able to work with one another. This increases trust. More importantly,
the project has group ownership. The project could be something tangible like a publication or something more
intangible like a regional meeting. Each member is assigned tasks and asked to collaborate with other members.
The third purpose is to complete the vision of the network. Each meeting generates additional building blocks
on which the network can expand. When all the meetings and interaction are combined, the network begins to
take shape. The investment is justified by the contacts that are made at the meetings.
While the purpose of the meetings is the same, the dynamics have changed over the last 15 years as a result of
the Internet. Webinars, podcasts, and video streaming have all become possible.241 The impediment is not the
cost but the time it takes to arrange these seminars. The issues also involve efficiency. Not all of this technology
is utilized by all groups.
Even though networks have three purposes, how these purposes are implemented will depend upon the
network’s level of development. It cannot be expected that a Level 1 network will develop relationships in the
same way a Level 3 network does.
Meetings are free in Level 1 networks. Each participant pays his/her own way. Given that Level 1 networks
tend to be small, the conferences are held at the offices of one of the members. Meetings represent one of the
largest costs to both the network and the members. The relationships are already personal because the Level 1
network is a club.
Meeting planning is first required in Level 2 networks. The leadership must decide who should participate.
This will depend on whether it is the principal contacts, practice groups, administrative personnel, or others.
In Level 2 organizations, one finds different types of meetings. However, because they are Level 2 networks,
the meetings are not particularly complex. A meeting planner at one of the member firms can easily organize
them.
Level 3 network meetings represent the full range of meetings: member-to-member meetings, practice groups,
industry groups, meetings at other events, regional meetings, and annual meetings. All are different in their
organization, attendance, and outcome. Each level serves a different purpose in promoting members and the
network.
The annual meeting is common to all networks. The networks have direct costs, such as hotel, audiovisual,
meals, promotional materials, printed materials, travel, staff, and more. The members will incur meals, lodging,
and related expenses. Depending on how the meetings are organized, the members will pay registration fees
and perhaps incidental entertainment costs. A global meeting of 100 professionals can have direct costs to the
network of more than $100,000 and indirect costs to members (travel, meals, hotel, etc.) of more than $300,000.
face-to-face meetings of alliance members are essential to developing relationships of trust. Annual and mid-year meetings of the Network have
successfully woven the fabric of these relationships, as have additional opportunities for a wider group of interested lawyers to get to know one another
through practice group or special interest group meetings. The result is that members of the Network now know one another well. They have developed
good professional relationships and, in many instances, strong personal friendships as a result of this association.”
241 See infra Chapter 6, Marketing the Network – Creating the Brand.
43
