Technology’s impact on the future of events — will you be ready? #mace17

MACE! 2017 | The Next GenerationDan BergerCEOSocial [email protected]

Technology's Impact on the Future of the Events

Will you be ready? Yes, you will!

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● Engage on social: @danberger | #MACE17

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@danberger | #MACE17


I am a participant.

I am a planner.

I am a supplier.

120 employees

Raised $22.6 million

Founded in 2011

The #1 software for planners and properties to collaborate online.

4,229 customers creating

1.73 million events with

170 million participants


I am a participant.

I am a planner.

I am a believer.

I am a supplier.

We envision a world where face-to-face events achieve great things

Sample of the 40+ awards Social Tables and its leadership have received.


● Review technology’s impact to date.(slides 10-22)

● Figure what technology to use.(slides 23-34)

● See what’s up ahead (this year).(slides 35-??)

● Prepare for the future.(slides last slide -2)

Learning objectives

open_discussion

How has technology impacted your job over the last decade?


Information Symmetry

Planners rely on their networks and online

research to learn about destinations before

speaking to sales reps.

Information Asymmetry

Planners used to rely on hotel sales

professionals for research and information.

Pre-Event: Destination Sourcing


Pre-Event: Event Marketing

Permission Marketing

Marketers deliver anticipated, personal, and

relevant messages to people who actually want

to get them thanks to new advertising

technology.

Traditional Marketing

Marketers used to buy email lists, mail

invitations, and add everyone to their

newsletters.


Pre-Event: Networking

Online

Participants have access to fellow attendees and

technology matches people thanks to

algorithms.

On Site

People let serendipity and networking sessions

do all of the work.


An Afterthought

There was no real software built for planners or

event goers.

Integrated

Planners think about what objectives they are

trying to achieve and use the technology that fits

best.

Pre-Event: Technology


Online Collaboration

Information is centralized online for efficient

stakeholder communication.

Offline Redundancy

Back-and-forth calls, emails, and faxes to

coordinate events and communicate changes.

Pre-Event: Working Together


During-Event: Educating Attendees

Participants

Speakers have a dialogue with participants. They

use technology to engage them and apply adult

learning best practices.

Attendees

Presenters spoke at attendees.


During-Event: Physically Attending

Attending in the Flesh

The only way to attend an event was to

physically be there.

Virtual Attendance

Live-streaming is free and is used to build future

attendance.


During-Event: Disseminating Information

The Mobile App

Real-time information is distributed digitally

through an app, social, and email.

The Event Guide

Information, including the schedule and attendee

list, was distributed through physical collateral.


Post-Event: Event Lifespan

Events were Finite

The life of an event spanned was limited to its

allocated time.

Events are Evergreen

The lifespan of an event extends past its

allocated time. People connect and share online

afterwards.


Post-Event: Event ROI

ROI is Measurable

Events are considered a marketing product.

Their impact can be measured thanks to

software and hardware products.

ROI was an Unknown

Event and meeting spending went into a

marketing black hole.


Post-Event: Sharing Information

Information is Shared

Content is distributed far and wide by speakers.

It is amplified by participants through live

tweeting, live streaming, and social media

posting.

Information was Withheld

Content was held closely by speakers.

conclusion

Technology needs to be integrated into the way you work and the events you create.

open_discussion

Where do you think a technology intervention can be most impactful to your job?


Four steps to lead technology change1. Review your meeting planning process.

2. Choose an area that you want to augment with technology.

3. Vet your short list.

4. Decide and test.


1. List out every step in your planning process.

2. Make sure each step starts with a verb (e.g. research, solicit, etc.)

3. Rate each step on how painful* it is (e.g. time consuming, cost, dull).

I. Review your meeting planning process

Step Time (1-5) Cost (1-5) Dullness (1-5) Avg. Score

... 5 2 3 3.33

Above: example scorecard

* these criteria are variable


II. Choose an area to focus on1. Force rank your steps by most painful to know where to start.

2. Identify software category.

3. Make a list of your requirements and the results you want.

4. Create your product short list.

a. Find a free guide online.

b. Attend a conference’s tech showcase or innovation zone.

c. Ask your network and your vendors.

d. Visit sites like EMBlog, BizBash, or Convene


Business model

● How does your company make money?● Is there a limit on users? Usage?● Is there a trial version?

Supported

● What kind of training resources do you have?● What kind of community following does the product have?● Where can I find your availability metrics?

Plays nice with others

● Do you support any integrations out of the box?● Are these integrations synchronous or asynchronous?● Is integration DIY or paid?

III. Vet your short list

Referrals

● Ask for customer referrals, case studies, and testimonials.

Flexible

● Do you have a mobile version?● Is the mobile version responsive or native?● Does it have collaboration features?


1. Socialize your ideas with stakeholders and influencers to gather buy-in.

2. Start off small and frame it as an experiment.

3. Acknowledge you might have to come back and tweak things... or start over.

IV. Decide

Real life example...


I. Review your meeting planning processStep Time (1-5) Cost (1-5) Dullness (1-5) Avg. Score

Identify business need 1 1 1 1.0

Budget 4 1 4 3.0

Choose destination 3 1 1 1.7

Research spaces 4 4 3 3.7

Solicit RFP responses 4 4 3 3.7

Evaluate 4 1 1 2.0

Select 5 5 5 5.0

Create agenda 5 2 1 2.7

Compile list 5 2 4 3.7

Communicate internally 5 4 4 4.3

...


II. Choose an area to focus onStep Time (1-5) Cost (1-5) Dullness (1-5) Avg. Score

Select 5 5 5.0 5

Communicate internally 5 4 4.0 4.3

Research spaces 4 4 3.0 3.7

Solicit RFP responses 4 4 3.0 3.7

Compile list 5 2 4.0 3.7

Budget 4 1 4.0 3

Create agenda 5 2 1.0 2.7

Evaluate 4 1 1.0 2

Choose destination 3 1 1.0 1.7

Identify business need 1 1 1.0 1

...


● Selected focus area: Communicate internally

● Category: Project management

● Requirements:

○ No paper○ Easy to use○ Cost effective○ Can grow with the organization○ Integrates our document system○ Can manage tasks

● Short list: Trello, Proofhub, Asana, Microsoft Project

II. Choose an area to focus on (cont.)


A Review of the Framework1. Review your meeting planning process.

2. Choose an area that you want to augment with technology.

3. Vet your short list.

4. Decide and test.

conclusion

Technology changes can be hard to implement but the benefits are way bigger than the initial costs.

open_discussion

How would you describe the health of our industry?


The State of Travel and Hospitality in 2017

Source: STR, Hotels Mag, MeetingsNet, CNBC, PwC, internal reports.

Politics and PoliciesA potential trade war and ongoing immigration issues will impact the global hospitality industry, hospitality leaders believe.

Homesharing and PricingAn STR report has busted the myth that Airbnb impacts hotel pricing in major markets. The chains don’t agree.

DemandIndustry leaders believe corporate travel will bounce back in 2017 due to the stock market’s performance, “lessening regulations on corporations, slashing their tax rates, and building up a more robust transportation infrastructure.” This will contribute to an increase in ADR, which will increase RevPAR by an estimated 2.3%.

SupplyAn increase in hotel room supply will marginally outpace growth in demand, resulting in a decline in occupancy to 65.3%.


The State of Group Business in 2017

Source: Skift, PCMA, internal documents.

The Overall ClimateWe are still in a supplier market. Chains are reporting strong group booking toward the end of the year and beyond but tepid short-term booking due to market and government uncertainty.

The Biggest ChallengeSafety and security are top-of-mind for planners.

The MegatrendMeetings and events are being festivilized.

conclusion

The industry is healthy so we should be cautiously optimistic.


Beyond 2017: A Recession on the Horizon

YEAR Economy

2008 Recession began

2009 Recession ended (1.5 years)

2018 Next projected recession

2019 Expansion

2025 Projected end of an expansion

From 1945 to 2001, and 10 cycles, recessions lasted an average 10 months and expansions an average of 57 months.

We’re currently on expansion month #91 and counting.

open_discussion

What are some of the ways that technology will change in meetings in the future?

There will be fewer site visits and

site inspections.

Most group business will be booked online.

#EngageEvolveElevate #MarriottImmersion

Artificial intelligence will make meeting

planning software better.

Robotics will be used in facility

operations.

@danberger | #DestinationFL

A new computing platform will change

the way we experience meetings.

conclusion

Technology will continue to change events in very profound ways.

open_discussion

What can you do to future-proof your career?

“There is a need to retool yourself, and you should not expect to

stop.” People who do not spend 5-10 hours a week learning, he

“will obsolete themselves with the technology.”

Randall StephensonCEO, AT&T

@danberger | #MACE17 Adapted from Beyond Automation, HBR, 2015

Step Forward

You drive revenue and impact at your organization.

A senior meeting planner who brings their results and perspective to other departments

Get experience beyond your department, develop your leadership skills, and continue climbing at your current org.

Your Path How you add value Industry Example How you double down on this strategy

StepUp

You can see the big picture and think strategically.

A meeting planner orchestrates all of the things required to plan and execute a meeting

Get an advanced degree and constantly challenge yourself to gain a broader perspective of your work.

StepAside

Your strengths are beyond rational, codifiable cognition.

A meeting coordinator who has great intuition for pulling off events

Develop your “multiple intelligences” beyond IQ and gain tacit knowledge through apprenticeships.

StepIn

You monitor and modify routine dashboards and reports.

A meeting manager who is interested in reviewing reports and data. Someone who is always thinking about ROI.

Pursue some data analysis, stats, and research methods education and keep updating your business domain expertise.

Step Narrowly

You deliver programs in a way most people don’t.

A meeting planner who is constantly innovating their products

Look for a narrow niche and master it with focus and passion.

The Five Paths Towards Employability

conclusion

Every day is a school day.


Connecting | Q&A

email: [email protected]

twitter: @danberger

snapchat: @danjberger

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Presentations & Public Speaking

Technology’s impact on the future of events — will you be ready? #mace17