ICCA Congress - 14.11.2017 - Showcase of the world's most innovative meetings

[email protected] © 2017

Showcase of the world’s most innovative meetings

Laurent [email protected]

56th ICCA CongressPrague, Czech Republic

14 November 2017

mailto:[email protected]



Founder of Lift conference (exit in 2012) Organizer, curator, speaker, moderator, emcee Now experimenting with smaller formats with www.200ideas.com


http://www.200ideas.c

http://www.200ideas.com


Working on a book called Come Together that lead me to interview the people running the world’s top events. www.come-together.co


http://www.come-together.co


Innovative events?

What is innovation at events?


[email protected] © 2017SpotMe

Is it apps like SpotMe?


[email protected] © 2017Second Life

Is it virtual events?


[email protected] © 2017Facebook Oculus VR

Is it being together despite the physical distance?



What is a meeting?

First: let’s define a couple of things, starting with the word “meeting”. What is a meeting?


meeting event

symposium congress

forum festival sports

museum concert school airport store

For the sake of this presentation, meeting = event = symposium = place where people gather to interact.


What is innovation?

Another word in need of definition: innovation



Is innovation an app? If you ask anyone inside a large organization to come up with an innovative idea, chances are they will say “my idea is an app that…”



For every technological solution (in this case: a drone for exam surveillance)…



Source: Le Figaro… there is a low cost alternative, like these anti-cheating hats from Thailand.


[email protected] © 2017Source: Reddit

In the West we install ticket dispensers to manage queues, but some people are smarter than that.



Sometimes innovation is to remove technology, like Balestrafic did asking drivers to stop depending on GPS technology. Everyone has GPS, so getting rid of it is the only way to stand out!



SupermarketAmazon

1995 - 2015

Digitization of retail

And the future is a hybrid of online and offline. It started with “old” players having to learn the digital world.



But now Amazon is opening physical stores.



Source: Twitter

…and buying supermarket chains. Why?



SupermarketAmazon

1995 - 2015

2015 - ?

Future = hybrid digital & offline

Digitization of retailBecause the future is a hybrid of online and offline! Customers won’t make a difference between online and offline in a few years. They just want to interact with you and have a consistent experience regardless of the channel.



The ten types of innovation

There are at least 10 times of innovation



And by the way, we haven’t invented much… Crowdfunding?



You’ve seen it in action at the church, since 2000 years…



New tools Do what people need (empathy)

New assets (reputation, attention, network)

Find the most effective way to do things (common sense)

Changing vs not changing

New opportunities, new challenges, new competitors

Innovate constantly (something we are RE-

discovering)

What changed What hasn’t changed

So remember some things change, but a lot hasn’t changed too!



How do events work in the 21st century?

Now let’s look at how events work in this day and age



$3+M

Why does Obama charge $3M to speak at some events….



$0

…and TED doesn’t have to pay Bill Gates?



$200+M

The PSG pays $200M+ for the services of Neymar…



$0

…but the Olympics get Federer for free.



Why?

What’s happening there?



Because events are platforms

trading today’s key assets



Receives: Money

Brings: Information Attention Identity

By his play Neymar brings information (content) that can be sold. He also brings the attention of his fans, and the PSG becomes “Neymar’s team”.



Receives: Experience Attention Identity

Brings: Information

Identity

The players don’t need money because they receive a unique experience, play on the world’s biggest stage (attention) and become “Olympians” which changes their identity and boosts their reputation.



Athlete

Sponsor Television

Federation

Olympics

Gives: Information

Receives: Attention, Experience, Identity

Gives: Money

Receives: Attention, Identity

Gives: Money, Attention

Receives: Information

Receives: Money,

attention

This is how the Olympic games work: they trade different assets (currencies) with their key stakeholders (only 4 shown here for simplification)



Athlete

Sponsor Television

Federation

OlympicsAttention

Information

MoneyMoney

Identity

Here is a simplified view of the exchanges that are happening.



Money Information Attention Relationships Experience Identity

What you get from selling services

and products. It’s your business

model!Everybody’s

money is interchangeable.

Only way to make a difference with

money is via quantity.

Content, data, insights, reports, stories, videos,

images, text, etc

Not to be confused with

visibility. Showing something is ont

thing, having people pay

attention to it is another!

Not to be confused with connections. 4

steps: awareness, attention,

connection, relationships.

Relationship is when you can

withstand conflict, and when you can

ask people to engage in time

consuming tasks.

Something that appeals to all

senses, important because it can’t be replicated by

technology.

Reputation, legitimacy,

something you trade by

endorsing or being endorsed

(for example)

21st century key assets

What are these key assets?



Money Service Information Attention Relationships Experience Identity

We tend to think we trade only this…

…while we have other “currencies” to trade with people

We need to go beyond the money vs service logic



How platforms work• They gather currencies / assets and trade them with their

key stakeholders. All types of assets get exchanged even if they don’t correspond. For example: money is traded for attention and reputation.

• They setup unique, fair, constantly evolving, mutually beneficial exchanges with their stakeholders.

• As they assets grow thanks to improving exchanges, they initiate a virtuous circle that increases their impact.



How the top events innovate

Let’s see how the world top events put these assets into motion to innovate



How to innovate with Information



The World Economic Forum is selling insights, data and research.



Some platforms are now publishing books.



Other are entering the education market



The School Of Life is even offering therapy!



Events can also work with brands on specific topics, putting their insights and network in motion on a specific problem.



How to innovate with Money

(business model)



Summit is pioneering a new business model that consists in buying a mountain and assembling a community and event on it.



summitpowdermountain.com


http://summitpowdermountain.com


C2 is letting brands use their infrastructure and know how for their own event



Decathlon is using events to encourage customers to try new sports.



How to innovate with Relationships



La Granja Ibiza is an hotel you need to become a member of, and where they try to build meaningful relationships with customers



My personal project www.200ideas.com, VIP dinners with incredible people (in this case, Yves Daccord, Director General of the ICRC)


http://www.200ideas.com


How to innovate with Identity



Create an event that, when you are invited to it, puts you in a certain league, like Pictet’s entrepreneur summit.



PROGRAMMEGrand Connaught Rooms, London, 13 November 2017

09:45 - 10:00 Grand Hall: Welcome to Thinkers50 2017: Stuart Crainer & Des Dearlove10:00 - 11:00 Grand Hall: MERCHANTS OF WOW! A unique opportunity to hear Tom Peters, one of the pioneers of modern management thinking, in conversation

with Nilofer Merchant, the author of The Power of Onlyness.

Facilitated by Stuart Crainer.

11:00 - 11:30 THINKERS50 TEA AND NETWORKING

11:30 - 12:30 Edinburgh Room:PANEL DISCUSSION #2

Grand Hall:PANEL DISCUSSION #1

Or create an award show, and make people special by giving them prices!



How to innovate with Attention



Build a media powerhouse that makes sure anyone who makes it to your channel gets half a million views.



Launch new channels, try new things, grow the number of platforms you are on.



Try new things, like Datagueule which puts images and animations on top of presentations.



How to innovate with Experience



Surprise people with fun things like presenters talking via telepresence robots.



Put people in the desert, ask artists to create stunning pieces (Burning Man)



Put people on a boat and lock them with great speakers for a week (Summit at Sea)



Gather all the possible technologies and combine them into a visual and auditive experience



How can you put this to work for your meeting



Platform

Attention Money Information

Relationships Experience Identity

ExposantJournalists Sponsors

PoliticiansAttendees Speakers1. Who are your stakeholders? - Add / remove- Prioritize

2. What are your key assets? - Add / remove- Prioritize- Create asset specific strategy

3. What are the exchanges? - Define who gets what- Define who gives what

Ask yourself three questions



Clients

Prospects

Sponsors

Experts

Speakers

Journalists

Politicians

Step 1: inventory your stakeholders




How do you make money?

What products and services do you

sell?

What information / data / insights / stories do you

have?

Which media do you own?

Who covers what you do?

Do you advertise somewhere?

Who do you know?

Who does your staff know?

What experiences can you create for

people?

Is your brand famous?

Do people ask you for endorsement?

Step 2: inventory your key assets




Speakers RECEIVE

Speaking fee (if high level speaker)

Audience attention

Online videoMedia coverage

Access to event’s network

Event’s experience Event’s reputation

Speakers GIVE

Presentation / workshop

Promotion of event to own community

Access to speaker’s network

Speakers’ reputation

Step 3: for each stakeholder, define which assets they get and give. Ex: speaker




Sponsors RECEIVE

Access to exclusive content. Media coverage Access to event’s

network

Unique experiences for sponsor’s VIPs

Event’s reputation

SponsorsGIVE Financial support Access to

sponsor’s insightsCoverage on own

mediaAccess to

sponsor’s networkSponsor’s reputation

Step 3: for each stakeholder, define which assets they get and give. Ex: sponsor



How to innovate then?



Add stakeholders



Paid participantsSponsorsSpeakersExposant

JournalistsPoliticians

Next generationsNew industriesNew cultures

Etc..

What new stakeholders can you add?



Grow key assets




Find more sponsors

Launch new services

Develop new revenue streams

Gather data on participants before,

during and after event

Interact with speakers during

their preparation to better understand what they work on

and cover it

Launch more owned media

Get more media and social media

coverage

Develop paid media capabilities

Have a real strategy to grow networks.

Develop referral program within the

community.

Inventory every single connection of

each member of your community

Develop smaller events to exist

between big meet ups

Improve participant / public / sponsor experience

Develop new experiences using new technologies

(VR, AR, etc)

Consolidate brand through rituals and

use of history.

Leverage speakers and attendees

personal brands to grow your brand.

Which assets can you grow? How?



Improve exchanges



Money Content Attention Relationships Experience Legitimacy

SPEAKERS RECEIVE

Speaking fee (if high level speaker)

Speakers can receive content from community

Audience attention

Online videoMedia coverage

Access to event’s network

Event’s experience Event’s legitimacy

SPEAKERS GIVE

Paid speaking slots?

Presentation / workshop

Promotion of event to own community

Access to speaker’s network

Speakers can take a small group of people through

a particular experience

Speakers’ legitimacy

Improve your exchanges?



[email protected]

Need help putting this into motion? Got a question or feedback?

Get in touch!




Practical exercise



List your stakeholders




What are the activities you do that generate cash?

What exclusive content, information or data do you own?

Which media do you own? Which media can you earn

(press coverage)? Which media can you buy?

Who do you know? Who does your organization know? What can you ask to these people?

What experiences money can’t buy do you have access to?

What tokens of identity can you give people (diplomas statuses)? What mechanism do you have in place to establish your identity

and reputation?

Inventory your assets




How to you make more money? Improve your business model,

add new clients, etc.

What new content can you create? What data can you

capture? What knowledge can you produce?

Can you launch new communication channels

(“owned media”)? Can you get more press coverage (“earned

media”)?

How can you grow your network? How can you improve

your relationships with the people you know?

What experiences could you create by leveraging your assets

and network?

How can you grow your reputation?

Explain how you can grow each asset




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GIVES

For each stakeholder, define which assets they get and give




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Business

ICCA Congress - 14.11.2017 - Showcase of the world's most innovative meetings