Event Philosopher

Strategic Meetings Management Programs: Our Journey

noreply@blogger.com (cheshirecat) — Mon, 11 Jun 2012 21:34:00 +0000

It is not because things are difficult that we do not dare, it is because we do not dare that things are difficult.”

- Seneca

Today I had the great pleasure of speaking at the PCMA Education Conference on the topic of Strategic Meetings Management with Kevin Iwamoto, VP of Enterprise Strategy for Active Networks. Kevin is a person I would call "the father of strategic meetings management," and it was an honor to share the stage with him.

Myself? Well I have about a solid month of strategic meetings management experience (plus 5 years of on-again, off-again research on the subject!)

My company began exploring an SMMP about 5 years ago, in partnership with our Travel Procurement team. That first attempt at an RFP resulted in so many requirements and wishlist items that the final printed file comparing responses was a 6 foot by 7 foot Excel spreadsheet! Completely incomprehensible, overwhelming, and was actually laughed at and put in the storage closet.

So I made a friend in the procurement department and we began to exchange war stories. Together, we had informational sessions with a number of SMMP providers, and we explored from more of an RFI point of view, rather than an RFP. We even lightly and non-contractually partnered with a company that could act as an SMMP resource for teams to leverage if they needed event venue sourcing support.

A few procurement directors and event marketing directors later, we tried it again, but couldn't get any traction with leadership at all.

Finally, last year our company launched a savings initiative, seeking ideas from leaders within the company on how we can save money by doing simple things. My procurement team and I submitted the idea that we can save over $2M annually by implementing an SMMP (knowing full well that other companies our size have saved upwards of $10M by implementing programs like this!).

We dusted off our RFI and RFP responses and began to evaluate what we really wanted out of this program. By bringing us back to the objectives for the program (tracking meetings spend, mitigating contract risk, etc.), we were able to identify the true benefits of the program and what was really important to the company. While the first 4 RFPs were led and directed by procurement, this last one was supported by procurement with the event team writing the RFP document and evaluating the responses. Procurement managed the RFP process, scheduling, and support of the respondents.

We determined that we did not have the funding to implement a fully-scoped SMMP at first, but allowed competitors with technology solutions to bid anyway to get a full understanding of the possibilities and what a full program could look like for us in the future. We knew that we needed to land on a solution that would be covered with commission-able rates.

As we rolled out the program, we got three consistent responses from team members:

1) They were concerned that we were forcing them to select the cheapest property – which is by no means the case. This process is simply to get competitive bids. Full control lies with the event manager to determine which property they wish to use.

2) Event managers claimed that it’s faster to just call their national rep or local hotel contact, rather than fill out a form and wait on our SMMP to get back to them. As they’ve starting using the SMMP, though, they find that a 5-minute form and 10 minute conversation with their SMMP rep is much better than leaving 3 voicemails with their hotel contact and negotiating concessions on their own!

3) Our APJ team has some team members who firmly believe they will get better pricing going direct. We have not fully rolled this out yet in the region, so we will continue to operate in pilot mode this year as we determine what the realities are in the region.

The event team had concerns about moving to an SMMP for fear that they could no longer use some of the event management agencies they are comfortable with on large-scale programs. We agreed that any large program where the event management agency would use commission-able rates to lower their fees could continue to be used. If, however, the team was going to hire an agency specifically for a venue search, they should use the SMMP.

Knowing that this would be a giant change for our teams, we agreed with our SMMP provider that we would take year one and operate as a pilot program. We have monthly check-ins with team members to discuss bumps and bruises and get our program working smoothly. Once the 1-year pilot ends, we will evaluate together the results of the program and determine if it is beneficial to continue with an official 2-year agreement.

We agreed to roll out the program in the US and EMEA, and roll out to APJ and LatAm later in the year. However, the APJ and LatAm teams were excited to try out the program and have begun leveraging the SMMP already as well.

We have worked hand-in-hand with procurement to draft policies, review addendums, write blog posts, send corporate-wide emails, and craft a newsletter to keep everyone informed of the program, the available venues where cancellations have happened, and hot dates and rates from our SMMP. The Event marketing team has taken the lead on rolling out training to the corporate admins, and the procurement team continues to be involved as the program involves.

We’ve had the program rolled out for about a month now (48 programs are in process with a handful having been contracted) and are already seeing an average 10% savings off of the catering-only events, and 20% off the events with room blocks that have been contracted through the program.

With the savings, event owners are able to show higher ROI from revenue generated from their customer-facing events, or are able to use the money saved for more strategic investments like speaker fees or marcom collateral.

Event managers are thrilled to not have to worry about contract clauses and concession negotiations. And even more thrilled to not have to wait on legal and procurement to review contracts!

From a procurement standpoint, by tracking our meeting and event venue usage, we are able to drive more business to our preferred hotel brands and thus negotiate even better corporate rates for the future based on volume. We are also able to have great conversations with A/V companies in these properties to drive those costs lower on volume, as well.

By reducing the logistical costs of the events for customer-facing activities, we will increase the total income earned from the converted revenue, while not reducing the attendee experience in any way.

If your company is exploring a strategic meetings management program, I highly recommend picking up Kevin's book from Amazon as step number 1!

Step number 2 is to develop perseverance. You will try to launch a program. It will fail. You may try again unsuccessfully. You might even give up for a while. But keep at it! Eventually, the stars will align and you will have the right leadership in place to support your goals.

Step 3 is to develop the right partnerships between marketing and procurement. Get the right people on board to help each other, develop relationships that are open enough to allow honest conversations about problems and outcomes.

Step 4: go forth and conquer. It won't be easy. But it will be worth it.

Lifelong learning

noreply@blogger.com (cheshirecat) — Fri, 01 Jun 2012 15:59:00 +0000

Don't just learn the tricks of the trade. Learn the trade.

- James Bennis

In the never-ending season of budget cutbacks and layoffs, it's harder and harder to justify attending educational industry conferences - especially for corporate meeting planners. But if you have truly selected event marketing as a career path, and not just a job, you must find ways to stay relevant and keep learning your trade.

Personally, I get to pick one event industry conference per year that my company will cover, and I must do any others on my own dime. However, I find the content, networking, and environment so inspiring that I make sure I do attend more than one per year.

This year, I have the added benefit of getting to present at two of them! On June 11th, I'll be at PCMA in San Antonio talking about Strategic Meetings Management Programs, and July 15-17, I'll be at CEMA Summit in San Diego talking about the New Realities of Branded Conferences, as well as presenting a session on Social Media 101 for event managers.

But attending conferences outside of my own profession is highly inspirational, as well. I love going to corporate events that my company attends to take in and explore ideas (not just focus on making sure my booth setup is going well). I truly enjoyed the "Study Tours" of Oracle Open World and Dreamforce that CEMA hosted last year. And I'm very sad that I missed the one for SAP Sapphire - I REALLY wanted to see that one!

In March of this year, I spent a little time at SXSW, Austin's famous Interactive, Film, and Music festival, taking in the buzz, plugging into the socialsphere, and absorbing the creativity.

A few weeks ago I had the pleasure of attending the Word of Mouth Marketing Crash Course in Austin, an event I highly recommend to all event marketers who have an interest in social media and guerrilla marketing.

What other not-exactly-event-marketing conferences inspire you?

The importance of events in pre-commerce

noreply@blogger.com (cheshirecat) — Fri, 11 May 2012 00:01:00 +0000

When you put yourself in the customers shoes and begin your dialog from there, an immediate connection develops that stems beyond basic commerce and encourages loyalty.

- Steve Maraboli

I had the pleasure of attending the Word of Mouth Crash Course yesterday in Austin, Texas, and enjoyed every single session I went to… Truly rare at a conference! While some of the conference logistics could be improved, the content was well curated to provide really sharp speakers with really interesting case studies and points of view.

The content primarily centered on word of mouth marketing and the social media tools that amplify it, creating customer advocates, and using behavioral analytics to provide better customer experiences.

One of the great sessions I attended was a fireside chat with Bob Pearson, a former colleague at Dell, and author of Pre-Commerce: How Companies and Customers are Transforming Business Together. Did you know that only 1% of a consumer’s time is actually spent purchasing something online? 99% is spent researching, exploring, talking, evaluating, and engaging in other pre-purchase activities. And today, 3 out of 4 people look to their peers before making any purchase decision.

Events are huge part of pre-commerce. By bringing together like-minded customers and potential customers, you give them the opportunity to research, explore, touch and feel your brand, products, and solutions, and provide an outlet for them to talk to their peers about their options.

It’s important that your brand advocates are at your events to provide the customer voice that your prospects are seeking. While you probably already provide comp passes to your potential customers, be sure to keep some comps for your great retention accounts, too. The more you can have customer brand ambassadors speaking at your events and networking with your potential customers, the more word of mouth can influence purchase decisions on that coveted peer-to-peer level.

Why offsites are imperative

noreply@blogger.com (cheshirecat) — Mon, 02 Apr 2012 20:37:00 +0000

Fun is good.
- Dr. Seuss

It takes a certain type of person to love event marketing. You have to thrive on tight deadlines, chaos, ambiguity, and late nights. You have to have a family who can support your travel, your need to be connected at weird times and in weird places. You have to want to be a workaholic.

And it takes a certain type of company to invest in these kinds of people. I’m not talking about salaries or massages or even vacation time. I’m talking about offsites. And again, I don’t mean scavenger hunts or movies with the team. I mean real, meaningful time together with the team to talk, share, laugh, think, plan, and gear up for the future.

During my time as a manager of a team of 18, I made it a point to hold an offsite every quarter. Yes, it’s a day or two out of the office which is a huge challenge for most people. Yes, it cost $500 or so ($25/pp). But YES, it is worth it.

My formula for a successful offsite is simple:

Spend a little money on an excellent facilitator; I hire two improv comedy instructors to lead us in creative thinking games and help get us through the day with levity and skill
Plan problems that need to be solved
Give groups time to solve the problems and present to the other groups
Intersperse the right meaningful activities for some fun and to get everyone’s juices flowing

Feedback from these offsites has been tremendous! Not only do we get a few hours to get our heads out of email and thinking about the future, but we get to play. Remember the FISH! guys from Seattle? They totally had it right – making sure your team gets a chance to play together while actually solving real-life problems produces AMAZING results.

Try it sometime! And let me know if you need a GREAT facilitator. I know a couple. :-)

Top 5 event things I'm ready to see evolve

noreply@blogger.com (cheshirecat) — Mon, 12 Mar 2012 15:02:00 +0000

All evolution in thought and conduct must at first appear as heresy and misconduct.

- George Bernard Shaw

5) Registration websites: you know me, you know my company. Why do I have to fill out the same information again?

4) Registration lines: They are the first impression of a conference. Why are they so hard to get right? Why do I have to wait so long, only to get something I then have to go into a corner alone to read and figure out what to do next next?

3) Plates and cups and not enough places to put them: The conference grab-and-go breakfast; the evening reception with appetizers. Never enough high boys, and no event venue uses those AWESOME plate+cupholder things that I can take to a tailgate party! Come on people! I need a free hand to shake/eat/social media with!

2) QR codes: I tried to like them. Really, I did. But I'm convinced they are mostly useless.

1) Badges! I hate where they hang, I hate waiting in line to get them, I hate that they flip around and do not serve their purpose for identifying people 100% of the time!

What do you want to see evolve?

Why Social helps remote attendees

noreply@blogger.com (cheshirecat) — Sun, 11 Mar 2012 16:59:00 +0000

"Events are the original Social Media."
- Liz Lathan

It's my mantra. :-) And on days like yesterday and today, I'm really living by it! South by Southwest 2012 (know as SXSW) is taking place in Austin, Texas, and my husband is attending live and in person. I, however, am home with our 4-year-old and our dogs who just had surgery. I'll get to join in the fun tomorrow, but in the meantime, I'm keeping up with the scene via Twitter, Facebook, Pinterest, and the various live blogs going on.

The social pipe from SXSW is insane. Every refresh of my social tool Hootsuite brings up like 400 new posts. Every picture I see of sessions has 80% of the attendees looking down at their digital device (presumably taking notes or posting about the speakers' thoughts).

Tips that I'm picking up from being a remote attendee this weekend are:

Ensure that your hashtags are available to remote folks. I can find the hashtags of the sessions I like on the sxsw.com website, so I can filter the feeds for the sessions I want to follow. Yesterday, I spent an hour following #sxswi #whedon to keep up with the Joss Whedon session I so desperately wanted to be at.

Enlist in live blogging or live tweeting help. Thanks to the good folks at Snarkmarket, I was able to watch live blogging of the aforementioned Joss Whedon session of the conference. The blogger was a guy from NPR who did a great job of paraphrasing the fireside chat, the audience questions, and Joss's responses. Pairing that with the Twitter feed made me feel like I was there! I was privy to the floor seating outside of the session because it was so packed. And I even was privy to the high five that Joss gave an attendee on his SuperBetter quest!

Have a Pinterest board. Here's one I'm not seeing yet from SXSW. I search for SXSW and I just get a few results. I heard that some brands were doing Pinterest boards, but I haven't found them yet. From the Tweet stream, I know Pinterest is the hot topic at SXSW, so now we have to go figure out how to make it work, how to make it work for events...and how to monetize it!

Check the stats. The social pipe from SXSW is insane. I can't keep up. But the SXSW organizers must be loving it! Make sure your company has a Social Media Listening Center - doesn't have to be as sophisticated as Dell's (http://twitpic.com/8t7804), but someone should monitor the feed, the statistics, and the tone of the conversations happening at and around your event.

More posts to come after I actually get my chance to BE at SXSW tomorrow!

Leaders of the future

noreply@blogger.com (cheshirecat) — Wed, 11 Jan 2012 18:33:00 +0000

If your actions inspire others to dream more, learn more, do more and become more, you are a leader.
- John Quincy Adams

I’m in a leadership class through the employee resource groups at my corporation and we’re studying a great book called “Leaders of the Future 2.” My team recently taught a chapter on leading through crisis and complexity. One of the sections talked about nonprofit leadership, another on Army leadership, and another on corporate leadership.

I was completely fascinated by the differences among the three, and the subsequent threads that can be woven through them. Army leadership (or armed forces, more accurately), promote their leaders 100% from within. They don’t put out job openings for commanders or generals. Therefore their entire culture is focused on teaching, training, mentoring, and teaching every person how to teach, train, and mentor. Amazing! I have seen very few organizations that have a good succession plan, even among the rank and file team members. I see groups that are shocked and totally unprepared when a team member finds a new role. The majority of corporations hire “important” roles from outside, believing that experience in a similar role in another company will bring wisdom far beyond anything learned within the walls of the company. I don’t understand. I don’t disagree or dislike it because I’m sure one day I’ll be looking to leave and find a role based on that principle, but it got me thinking about my organization.

I confess that I don’t know how to mentor effectively. I can train. I can teach. But how do I mentor someone to take over my job? I honestly don’t know how I got my job myself, so how could I possibly mentor someone else to take it over? Are there training classes on how to be a good mentor? I should look into that...

One of the teachable moments about crisis for me was that corporate and nonprofits leaders spend their lives avoiding crisis, while the Army trains their leaders for a crisis, understanding that crisis are inevitable and you’re sure better know how to lead and manage through them if you want to survive.

Nonprofits also fascinate me, having worked at two of them and volunteered at many of them. Due to the unfortunate salary discrepancy, a lot of leaders in associations are very young, needing a lot of mentorship from their board of directors (many of whom are more experienced in their roles or have experience in corporations). Taking the lessons learned in the military and in corporations to the board of a nonprofit is a vital way to nurture nonprofit leadership.

From this, I took away the importance of fostering leaders, nurturing leaders, and mentoring leaders for the future. I was inspired to rejoin a nonprofit board I left about five years ago. I was inspired to seek out a mentor of my own and try to feel my way through this mentorship idea. My next challenge: learning how to take someone that I want to mentor and convince them that they need mentoring… where’s the book on that?

The zombie apocalypse and my skills

noreply@blogger.com (cheshirecat) — Tue, 03 Jan 2012 18:29:00 +0000

You're a great friend but if the zombies chase us, I'm tripping you.

- Anonymous

So I’m reading this book about the zombie apocalypse (I know, completely silly… it’s called World War Z – TOTALLY recommend it), and it’s presented as a historical account of the zombie war. One chapter talks about the skills of the population in the face of this unique society-rebuilding challenge. It calls out the service providers versus the workers, and gives a fictitious example of a maid having to be the manager of her former employer because the maid has actual useful skills, as opposed to the former employer who was something like a marketing executive in a corporation.

The topic really piqued my interest as I’ve been thinking lately about how I really don’t produce anything anymore. I manage people and I manage projects, and I write words electronically, but I don’t MAKE anything. What useful skills do I have that would transfer into a post-apocalyptic world? I could maybe cook something. Or lightly mend the mildly wounded. Or nail some boards together, if asked. I learned to make a pillow in my 8^th grade Home Economics class.

Zombies, aside, what skill could I learn that would make me useful outside of the corporate and computerized world?

Mining your networks for a cause

noreply@blogger.com (cheshirecat) — Wed, 28 Dec 2011 18:22:00 +0000

The way of the world is meeting people through other people.

- Robert Kerrigan

Social media buzz – loads of fun, keeping up with friends, updating your resume, posting pics of the kids. But where’s the value? I have a real-life case study of the value of my LinkedIn network. I hosted a Corporate Event Marketing Association event in Austin and, not knowing a whole lot of event marketers in the area, I began leveraging the network.

First, I posted about the event to my network, and asked them to share with their network.

Next I started using the search bar to locate networked friends of mine in Austin, Dallas, Houston, and San Antonio.

After that, I searched on the terms of interest like Events, Tradeshows, A/V, and other key terms.

LinkedIn doesn’t let you spam people you don’t know, nor does it let you put a URL in a message to people not in your network. But it does let you send an invitation to connect. Through LinkedIn, I was able to connect with more than 50 people who were not originally in my network to invite them to the event. And in the process, got 50 new connections in my world to share information with in the future!

I absolutely do not advocate spamming random people. But if your goal is to build real connections or a tight community of like-minded folks, using the network of your network you already have is priceless!

Thank you, American Airlines

noreply@blogger.com (cheshirecat) — Fri, 16 Dec 2011 19:15:00 +0000

The average American is nothing if not patriotic.
- Herbert Croly

While sitting on an American Airlines flight on my way to a site visit to Vegas, I witnessed something that warmed my heart. Say what you will about the airlines, but I just saw a flight attendant gift a U.S. Army serviceman an upgrade to first class when there was a seat left. I absolutely love seeing things like that! Congratulations to American Airlines for considering our servicemen and women, and thank you to those who serve our country!

Why I love hotels.

noreply@blogger.com (cheshirecat) — Wed, 14 Dec 2011 18:38:00 +0000

I stayed in a really old hotel last night. They sent me a wake-up letter.
- Steven Wright

I love hotels. I have always loved hotels. I have wonderful memories of checking into a hotel with my parents, my dad handing me the ice bucket, and sending me on my mission: locate the ice machine and bring back a full bucket. I really don’t remember my parents ever using the ice, but it was a very important mission for me.

As an event marketer, I have the pleasure of really nice hotel rooms during site visits, and really bad lower-than-run-of-the-house rooms during the actual event or during regular travels. No matter the hotel, no matter the property level, there are a few things that I just love about hotels. Some may sound like pet peeves, but it’s these qualities and features that I find endearing about hotels!

Behold my photo essay.

The Kleenex flower.

Why do I have a flower made of tissue on top of my tissue box? When I need a tissue, it’s usually because I sneezed or actually just need a tissue. With the tissue flower, I have to pull out the massive lump of tissue that is now unusable because someone else touched it and crumpled it together so I can’t easily get a single tissue from it. My favorite was the time when I removed the tissue flower only to discover a completely different color of tissue in the rest of the box. I was given a “previously owned” tissue flower! Ew!

The little shampoo and conditioner and lotion.

Of course the lotion is only in the nicer of the hotels. More recently, hotels have begun renaming things from the mundane “Shampoo” and “Conditioner” to the more glamorous – and frankly confusing – “Hair Revitalizer” and “Hair Protectant” or "Hair Mask." If you have to think for more than two seconds to determine if they are actually shampoo and conditioner, then it’s too complicated for the guests.

Free coffee.

Why is the coffee free, but the water is $7?

The magnifying mirror.

I love this thing. I do not actually own one at home, but when I go to a hotel, I look forward to checking out my giant pores and random eyebrow growths at ridiculously intensely magnified levels.

The wake-up call.

Since I can never trust that the alarm clock is set, I really like this service. I especially love it when it’s a real person who tells you good morning and offers the weather for the day. I do not love it when it is 15 minutes late, which leads me now to always use my phone alarm clock as a 5-minute back-up to my wake-up call.

The phone in the toilet room.

Has anyone ever used this phone? I don’t know, and that is exactly why I will never touch it. What kind of phone calls have they had on the toilet? Were really amazing business deals lost or won from this phone?

The TV in the bathroom.

I don’t watch TV in the mornings when I’m getting dressed. Nor do I have a TV in my bathroom. This is exactly why I always use the TV in the bathroom in hotels that offer this feature.

The remote to the bedroom television.

The things this device has seen… oh lordy. Why don’t they put a protective cover on it? Much like the toilet phone, I cringe when I touch this remote. I believe I will add a plastic bag to my travel carrier to protect myself from this going forward. Brilliant.

Non-HDTV.

And along the lines of this remote are the HD televisions in all the hotels without a single HD channel. So I get to watch my favorite Seinfeld episodes all squished and out of proportion. And why does it take so long for the channels to change? What’s up with that?

The stationary.

When was the last time you wrote an actual letter. When was the last time you wrote an actual letter on hotel stationary? I actually remember the last time I did this: I was 13 years old and in a city in Japan. I wrote a letter to myself about my trip using the hotel stationary. Now I check to make sure it’s in the drawer when I get to the hotel. It provides comfort.

The Gideon Bible.

More important than the hotel stationary, this item must be in my nightstand drawer. If I am in a hotel that the Gideons have not visited, I go online and report it to the Gideons immediately. I’m not kidding.

What are you favorite things about hotels?

Conference justification letters

noreply@blogger.com (cheshirecat) — Mon, 12 Dec 2011 18:10:00 +0000

The most important persuasion tool you have in your entire arsenal is integrity.

- Zig Ziglar

I’m seeing a lot of conference justification letters around the internet these days. I like the concept: provide a ready-made letter for managers to understand the benefits of sending their employee to a conference. But the execution of a lot of these letters is cheesy and pure marketing language.

I have also seen some really awesome ones, though they border on something a little too formal for an employee to hand to their boss.

When preparing a form letter for your attendees to use, consider the audience. This isn’t a brochure. This is a real, active letter of persuasion and value proposition for a manager or finance team to evaluate whether the money should be invested in sending a person to this engagement. It feels incredibly silly to type this, but consider what you would need to convince your management to go to an event. I found one industry conference justification letter that pointed out the evening events, the bands that were playing, and the opening pool party and reception. Really? Not helpful.

Be brief, but impactful. Don’t talk about the parties and don’t over-talk about the networking. Networking is a key reason anyone goes to an industry conference, but education, uncovering opportunities for sales or new vendors, and bringing back knowledge and perspectives to coworkers.

If you’re going to build a conference justification letter, be sure you also send out conference notes and key take-aways to your attendees so they can show the true value of the content they just experienced.

The complexities of your event mobile app

noreply@blogger.com (cheshirecat) — Fri, 28 Oct 2011 21:17:00 +0000

Please all, and you will please none.
- Aesop

What do we want out of a mobile app for our event?

Feedback (surveys)
Engagement with content or people (QR codes, connections, check-ins)
Maps of venues
Agendas, especially if they are personalized
Notifications from partners or updates to agendas
Partner content
To work on iPhone, Android and Win 7 phones

And then there's all the random stuff we might want to add: games, rewards, etc.

I haven't found any off-the-shelf solutions to meet all of these needs, but have worked with some custom design companies to get us what we want. With mixed results.

My recommendation is: Choose your vendor well.

Vet their personality as a company - are they willing to work insane hours to meet your goals? Are they willing to partner with you to allow your event to shine? Are they willing to be onsite to help if anything goes wrong? Do they intend to work with you again, and will they support you throughout the build and implementation process to ensure you want to work with them? Have they ever gotten apps approved through the four majors marketplaces (iPhone, Android, Windows, Blackberry)? How many have they done? Can they code in such a way that even after the app is approved and in the marketplaces, a few tweaks can still be made?

Be careful as you get into mobile app development for your events to determine why you are doing and what you hope to gain. Apps are awesome and they are fun and they are cool, but usage rates are still relatively low for the majority of event participants. Some have corporate phones that prevent them downloading apps. Some are on Blackberry and can't get any cool features. Some prefer paper. Some just prefer to save their battery for more important things.

To do an app right, you need to have amazing content. If your intent is to meet the minimum requirements of app-coolness, pick an agency that will load in your agenda for you. If you actually plan to have loads of cool info in the app, ensure that you have the internal resources to gather, edit, and manage the inclusion of the killer content.

Have a plan for the future. The first thing I do after an event is usually remove the app from my phone. That's 3MB-6MB my phone doesn't need on it! So if you expect me to keep your app on my phone, tell me why and then make sure it's something I want to keep. Just about all the conferences I've been to in the last 2 years have changed app vendors year over year, making me download the new app anyway.

Perhaps there are other methods you could pursue - like leveraging LinkedIn or Facebook. Or perhaps going with an event social network like a Vivastream or SocialGo.

So when it comes to signing up for an event mobile app: think before you ink! :-)

CEMA Forum: Austin - 9/19 Roundup

noreply@blogger.com (cheshirecat) — Thu, 22 Sep 2011 04:11:00 +0000

Everyone has a 'risk muscle.' You keep it in shape by trying new things. If you don't, it atrophies. Make a point of using it at least once a day.

- Roger Von Oech quotes

I was thrilled to have the opportunity to host the Corporate Event Marketing Association's first regional event with content in Austin, Texas on September 19th. CEMA is a California-based industry association for corporate event marketers, primarily in the high tech sector, but expanding to other corporate areas as well. The majority of our regional events have been social in nature, so we tried an experiment with a half day of content at the W Austin Hotel. Nearly 50 attendees from all over the country joined us!

Our day began with a roundtable lunch with table topics that attendees selected when they registered. Gathered together by a common interest, conversation could flow freely at the table. By all accounts, few tables actively pursued their table topics, but having a common interest to seat attendees together was a great start to the day.

I kicked off the meeting with my favorite reminder of corporate life: Dave Grady's The Conference Call.

THANK YOU
Carlson Marketing was our underwriter for the event, and they shared a great video about their services. Opus Solutions managed registration for our event. PSAV supported us spectacularly with their A/V set and personnel. Love those guys! And we can’t forget Vivastream – a new social network and mobile app that let our attendees connect with the people who match their interests. Anyone who didn’t attend in person can still sign up for a Vivastream account and join in the networking!

Opening Keynote
After lunch, the content began with Michael Gale of PulsePoint Group. He is a recognized industry expert in integrated technology marketing, having founded Strategic Oxygen in 2001, which is widely seen as one of the technology industry’s primary data toolset for marketers. The company was sold to Forrester Research in 2009.

Michael shared industry insights into how executive engage at face to face and virtual events. Notably:

65% of C suite go to vendor events based on a personalized sales invite
30% of Tech influencers who have gone to one physical event will go to another
25% of the follow up from an event involves a hook type of marketing
Virtual event only (and not physical event as well) is three times more likely than physical event only
Physical and virtual events work equally well (or badly) at each of the awareness – consideration and purchase stages
Over 40% of occasions C suite are looking for customer and industry based insights at these events
Social and events link extremely well through what we call the Social engagement quadrant
C suite and IT only share about 38% of the physical event experience but some 65% of the virtual experience
Do not extrapolate from the US to the rest of the world – Asia, EMEA and LATAM - Events

Case Studies

Rinse and Repeat: How Dell prioritized the globalization of event content
The first was by Denise Michaels, event content strategist for Dell’s Small & Medium Business division who has been driving the global rollout of their content consolidation program. They began their content journey in March 2010 with events managed and executed locally, with no centralized view or standardization.

As they audited the presentations that were being given to customers, they labeled them “Frankenstein Presentations;” local sales teams were building their own slides with content pulled from various (not always current) sources.

Event managers were also on their own for events in their region. The regions were disconnected from each other and they were each reinventing the wheel for every event.

To tackle the problem, they broke the plan into four areas:

Listen & Learn

Connect to customers and providers
Recognize pains/needs

Solve & Simplify

Create reusable, relevant content
Make easily accessible

Socialize and Market

Network, network, network
Communicate value constantly

Rinse & Repeat

Listen, improve
Communicate

About a year and a half later, they have now completed the creation of standard invitation, event leave-behinds, standards for room dress, event content, and have begun the roll-out of speaker training. Next stop: the online content portal and event measurement consolidation.

How do you L.I.K.E a company?
Ryan Lewis, social media strategist with The Ferren Agency shared some tips and case studies on social media in live events. He used the acronym L.I.K.E. to showcase his points:

Linkable: Content and Understanding/Sharing Ease

Using a URL shortener like bit.ly, you can make links usable in social media. But by customizing your URLs, you can give people a clue as to what you’re about to link them out to see (check out this cool short How To video here).

Incentivized: Making Tasks Fun

The gamification of event content makes engaging with content rewarding! “Game the mundane!” Earn points or baubles that you can redeem for prizes through various interactions like downloading content, checking in to a location, etc.

Knowledgeable: Is Learning Easy? Complex Theories?

Making difficult concepts simple with infographics and analogies makes attendees more likely to share with others.

Exclusive: What Is The Reward For Action?

Attendees like to feel like they’re getting something exclusive. Offer things just to them for attending, or offer to them first and let them share with friends and colleagues. Feeling like they are “in the know” is a great way to bring exclusivity to the masses.

Virtually Perfect: Putting Content when and where attendees want it with hybrid events

Chris Meyer, COO of INXPO, shared some great industry insights on virtual and hybrid events. Some snippets:

Virtual events are rated as more influential than many social media marketing tactics
Hybrid meetings are not a threat to face-to-face, but an opportunity to raise the bar
Getting content to attendees who can’t travel is a vital part of a marketing campaign
Cisco saved $19m by making their global sales conference hybrid
42% of virtual event attendees are international
Data from SAP Sapphire and Cisco Live! shows face-to-face attendee growth driven year over year by offering the content virtually

After our case studies, we tried a fun Town Hall format. Tom Booker and Asaf Ronen from The Institution Theatre led us in some great audience discussion on the topics of:

Tradeshow Property: Rent or Buy?
Event Apps: Custom build or buy off-the shelf?
Roadshows: Dead or Alive?

While there were no definitive answers from the crowd, most prefer the idea of a custom rental for large tradeshow property, they agree that event apps are mostly overrated and don’t provide very much useful engagement beyond the agenda and some feedback mechanisms, and roadshows only work when actively planned and managed by a consistent program leader.

Closing Keynote
We closed the day with GasPedal CEO Andy Sernovitz. With his bag of tricks (ranging from chocolate to Facebook and Twitter earrings to fake mustaches to autographed copies of his book Word of Mouth Marketing, Andy closed out our day with a bang. He shared stories about how to harness the power of the buzz to keep event attendees talking about your event and telling others why they should go.

Some pointers from Andy:

Give people a reason to talk about your stuff
Make it easy for that conversation to take place

Before your event:

Find Big Talkers

Get your VIPs in early – celebrity bloggers in your industry
Other stakeholders in your event – sponsors/partners

Give them reasons to talk

GasPedal gives attendees a welcome box mailed to them including signed copies of books by presenters at the conference
GasPedal gives speakers customer shirts with a custom URL – speakers video themselves wearing the shirt and put it online
Give sponsors extra passes to share
Do audio previews of each speaker and share them online

Give them tools to share

Tell-A-Friend campaigns for attendees, speakers, sponsors, VIPs
Tweet interesting things that can be retweeted

Give them status

Discount code campaigns where you tell people they have “the inside deal” to a discount and let them share it with the people they think should get it
Passes to share

During your event:

Social media support

Live blog it – so people can just re-blog/re-tweet instead of trying to write while they try to listen
Twitter: Hashtags, constant reinforcement, have staff tweet easily retweetable content

Reasons to Talk

Surprise your attendees constantly… but not with bad things (like a naked lady covered in sushi as a centerpiece)
Half-time show: every heard of BlendTech? What if they did a demo in the middle of your event? Blend a cell phone! Now THAT would get people talking.
And, of course, always have great content

Buzzworthy Swag

Make sure you are giving away stuff that people will keep like:

A genuinely good bag
Signed copies of speakers’ books
All swag must be travel friendly

Plant post-show conversations

Book signing with author + photos shared online
Photo booth, other sharable memory-makers

After the event:

The conversation is just starting when the event is over. Capture as much buzz after the show as you capture at the show to build demand for next time.

Post-event content

Assign photo album staff and allow it to be user-generated, too. If you get everyone tagging and sharing, you can spread the buzz far!
Summaries, trip reports, wrap-up videos that share the content make it super-easy for attendees to reuse or share
Record sessions and share snippets to start word of mouth for next year
Share slides from every presentation on slideshare

Post-event community

No one has time for a community created just for the event. We’re too busy. But if you keep the conversation where people already are, you can keep the buzz alive

Keep it to FB and Linkedin group – often the best because 100% people are there already
Share speaker Q&A, discussion of sessions, and networking in those areas or through smaller in-person get-togethers

Post-event experiences

Ship the giveaways/handouts/gifts home for the attendees
Have videos and content to share with non-attendees

Amazing thank you’s

Send something nice to your speakers. GasPedal sends a Carnegie cheesecake!
Thank your sponsors with something nice – food! Include the booth workers.

Remember that happy customers are your best ads!

So as you can see from my wrap-up, I was blown away by the stories shared at this event. The networking was great and the content was wonderful. Thank you to our sponsors, our attendees, and our speakers for making this a truly spectacular engagement. Please contact me if you have an interest in learning more about the Corporate Event Marketing Association, our future events, or any of the content we shared.

Does social media make you feel old?

noreply@blogger.com (cheshirecat) — Tue, 13 Sep 2011 02:43:00 +0000

"Facebook is for old people."
- 14-year-old when asked if she uses Facebook

I was recently at a board of directors meeting for the Corporate Event Marketing Association and attempted to give an overview of my recommended social media plan for the association. For the most part, I was met with blank stares. As I mentioned in a previous post, it seems that many of my high tech event marketing brethren are unschooled in the ways of social engagement. Meaning they don't know how to tweet, rarely use LinkedIn except to update their resumes, and may not even be on Facebook. Most haven't the slightest idea how or why to be on Google Plus (honestly, I'm still working that one out myself...more to come...).

Social media is no longer simply a shiny object that people use to tout their lunch plans. Social media is another vehicle in a full marketing portfolio to communicate with customers and have a two-way conversation. It's a way to share content and allow customers to generate content of their own. Social media isn't just Twitter, LinkedIn, and Facebook. It's YouTube, Flickr, SlideShare. It's Digg, Wikipedia and Google Docs. It's Four Square, Chatter and Yammer. It's Groupon, Skype, and Yelp. Only heard of a few of those? Yeah... it's tough to keep up. Makes you feel old, doesn't it?

The thing is, if you ask "the young people," they'll tell that you they don't hang out on all of those all day long. They'd never get anything done! But here's a real-life case study of what they do:

They send a birthday party invitation through Evite, and track the potluck foods in Google Docs. They may post to Facebook and Twitter through FourSquare that they're picking up 3 dozen cupcakes from Hey Cupcake, which they bought through Groupon. They might even throw a photo of the delicious 36 cupcakes onto Flickr and post the link on Facebook and Twitter. Videos from the party are quickly uploaded to YouTube from the dozens of smartphones carried by partygoers. And finally, they might Skype their parents to get Happy Birthday greetings from 4 states away.

Even thinking about this is exhausting. But digital natives don't even bat an eye when they read that.

So how do you use this for your events?

You can use social media to drive attendance, and you might even get 2% of registrants from there. But better than just sharing registration links, you can encourage conversation on LinkedIn or Facebook groups. Put teaser videos on YouTube. Set up viral ticketing through your registration site (this encourages the event invitation to be shared by discounting registrants for every shared registration). After the event, put the full presentations on SlideShare. Edit recorded sessions down to a 5 to 8-minute clip or interview speakers to put on YouTube. Create a Flickr stream that people add their photos to and share their experience.

It's not as overwhelming as it may seem when you realize that you can use the social media content channels as they're intended to be used, and not have to assign 24/7 staff to sit around watching a Twitter feed.

Now excuse me while I locate a 14-year-old to explain Google Plus to me...

.

Building a Bridge Across the Valley of Engagement

noreply@blogger.com (cheshirecat) — Wed, 07 Sep 2011 18:16:00 +0000

Every season has its peaks and valleys. What you have to try to do is eliminate the Grand Canyon.
- Andy Van Slyke

I recently attended the first-ever user conference for eTouches and heard a fabulous presentation by Suzanne Carawan on social media and events. As this is obviously my topic du jour, I wanted to share her story and explore it in a series of posts.

This first post explores the possibilities beyond the normal social media plan of Before, During, and After an event.

An event, if used properly, is a vehicle in a comprehensive marketing plan of touchpoints with a customer or potential customer or like-minded group of individuals. The annual conference can be viewed as the Pinnacle of Engagement for most companies, as it brings together in one place a dedicated base of fans eager to learn, share, and engage with your company, product or topic. But if the annual event is the Pinnacle of Engagement, the rest of the year can be called the Valley of Engagement. What we must explore are the strategies and tactics behind building a bridge across the Valley of Engagement from Pinnacle to Pinnacle to keep your tribe active throughout the year.

Most people view social media and event engagement activities as the Trifecta Approach: “before, during, and after.” But in order to build a lasting community base, consider thinking of the plan as the Leveling of Mountains Approach - a continuous circle year over year.

The Trifecta Approach might look like this:

Before the event:

• Event registration site and hypersite

• E-mail blasts for audience acquisition

• Sales enablement to drive attendance

During the event:

• Icebreakers based on social media contests/inquiries/discussions

• Live twitter stream

• Meet the speakers, authors, keynotes

• Mobile app for session updates and wayfinding

After the event:

• Post-event survey

• Blogs

• Photo Galleries

• Archived content

Now consider the Bridge Across the Mountains approach:

Climbing the mountain of engagement:

• Grassroots conversations begin online about the coming event

• Event registration site and hypersite

• E-mail blasts for audience acquisition

• Sales enablement to drive attendance

• Event groups or advisory boards on content

• Industry roundtables to focus the conversation on specific audience sets

• Contests (social/viral/user-generated-content competitions)

• Pre-event attendee directories, and allowing attendees to pre-set meetings with others before the event even begins

• Content teaser videos, vlogs, discussions and blogs

• Creation of pre-event communities to drive connection before attendees get onsite

• Polls, surveys, and conversations about event features that drive attendees to share and talk to each other virtually

• Allow attendees to build a profile, upload a photo, and use that information onsite by printing the photos on the badges, along with things like Twitter names and QR codes that connect attendees to a vCard or address book

• Create Birds of a Feather sessions out of the community members and offer engaged attendees special access to VIP receptions or other perks

The Pinnacle of Engagement

• Ample signage for Birds of a Feather meetup locations

• Physical space for meetups, working groups, birds of a feather conversations

• Special VIP parties, cocktails, rewards

• Live twitter stream

• Scribes per industry, topic, etc

• Meet the speakers, authors, keynotes

• Mobile app that encourages continued engagement at the event through QR codes, acquisition of points for engaging with content (like attending breakout sessions, or downloading white papers, or checking in at a booth or activity)

• Live streaming keynotes

Building a bridge across the valley to make the next climb even shorter:

• Archived content

• Webinars to deep-dive on content sessions

• Blogs to wrap up the event

• Guest blogs from the speaker pool and attendee pool

• Photo Galleries

• Video Testimonials

• Monthly topic discussions and calls born out of the Birds of a Feather sessions

• “Meet the Attendee”: First Timer’s View, etc

• Ongoing community to share perspectives on content and crowdsource topics for upcoming events

• Package event content in an “on the road” format for sales teams to leverage with top accounts – includes videos, collateral, recorded webinars

It requires year-long dedication to keep the engagement, and very few companies have dedicated the resources to make this possible, but in order to truly provide value to customers, the journey must begin with a single step.

Social listening

noreply@blogger.com (cheshirecat) — Thu, 25 Aug 2011 17:10:00 +0000

To listen well, is as powerful a means of influence as to talk well, and is as essential to all true conversation.

- Chinese Proverb

Social media is good and fun... but what are you doing with the conversations you're having? Jeff Hurt's post on "why your event needs to increase social media monitoring" is dead right!

If you used social media during your last similar event, the data to be mined is almost limitless. You can see trending topics, audience segments, gaps in engagement, and most importantly: tone of the conversation.

If your events are put on for the benefit of your customers or users (like training or advisory events), creating a listening channel to gather feedback and input for the agenda is a highly valuable and appreciated way to engage with your constituents.

If your event is marketing/sales-driven and you aren't seeking input from attendees, having conversations with them during and after the event is very important to shape your future experiences. If you actually do not care what your customers think at all about your event or your content, well then you probably won't have a whole lot of them next year. :-)

Onsite, there are a number of innovative ways to connect with your attendees via social media. You can create and publicize a specific hashtag for event help and have a group of event volunteers monitoring the feed and working to answer questions or solve customer dilemmas. If you have a customized mobile app, you can add a virtual helpdesk or other mechanism for requesting assistance. In your app, you can push real-time feedback surveys to ask about specific event elements, as well as get session feedback through the app. If you just want to pretend you're high tech, but don't really have the money to BE high tech, you can set up QR codes throughout your event which link to a simple form or survey. When scanned with a smartphone's QR reader, the form would open allowing the attendee to put in a question or answer a question (depending on what you are trying to accomplish).

Customers are more and more annoyed at companies that don't listen. If you're inviting them to attend your event, they expect that you will care about their needs. Show it through social media.

Where did the Twittersphere go?

noreply@blogger.com (cheshirecat) — Mon, 22 Aug 2011 14:25:00 +0000

The people drawn to Twitter are people on the cutting edge, the real nerds who are resentful of the fact that the general population have found and taken over Facebook.

- Steve Dotto, host of Dotto Tech (Source)

Merely five years old, Twitter has had a skyrocketing rate of adoption. The statics still show that its use is on the rise, and events like Obama's town hall have made it a completely mainstream way of adding conversation and engagement to live and virtual events.

There are fantastic How-To's like this one out on the web about aggregation and management of information.

But why are so few high tech event marketers using it? There is a vibrant #eventprofs community composed of a huge variety of event managers from associations to vendors to wedding planners to event management agencies. Great content, great sharing, great conversation, and even an organized event chat on regular occasions.

Organizations like #MPI, #TSEA, #PCMA all have conversations, but tweets generally include the #eventprofs in their conversations so the messages are virtually indistiguishable except to say they are members of these industry associations.

But in following #cemaonline, the Corporate Event Marketing Association's hashtag and #hitechevents, the hashtag for marketers working in the high tech industry, I find absolutely no engagement. Why would the set of event marketers MOST likely to be on Twitter not be anywhere near it?

Just too busy? I know our group in high tech events manages more than 1,000 events a year with just 9 event managers, so busy is an understatement. Or is it that event managers in high tech are at companies that have entire groups devoted to social media (like we do at my company), so the event managers do not feel the need to engage. Or is it because high tech event managers don't understand the value of networking beyond their doors with other high tech event managers?

Personally, I find Twitter to be highly valuable when seeking out new ideas and technologies. I use it for research on competitive events. I use it to search hashtags for conversations about certain topics that will be at my event. I don't spend a ton of time idly staring at and reading random things, but when my Outlook is frozen as a 13MB file comes in, or while I'm on a conference call waiting for my moment to speak, I peruse the feeds and click on some links and bookmark great articles to go back to later.

I find the engagement of the people on Twitter exciting, and I want to know why there aren't more high tech event managers out there with me!

What I learned from the first-ever, global eTouches User Conference, Aug 16-17, Norwalk, CT

noreply@blogger.com (cheshirecat) — Thu, 18 Aug 2011 16:19:00 +0000

At the point of commitment, the universe conspires to support you.
- Anonymous

I have been an eTouches user and advocate for going on three years now. My company has implemented the tool globally as the standard, registration system for the majority of customer and internal events. Having taken the plunge three years ago with a relatively unproven company (in the mind of corporate America), and forming a great long-term partnership with them over the years, I had full faith and trust that spending two days at the conference would be well worth my time. I was definately going to go.

Before I had a chance to register, I got a call from Leonora, the eTouches CEO, asking if I would present our case study at their conference. “Of course!” I said. I was more than happy to share my story with 20 people in breakout sessions. As I think back on it now, she gave no indication that it would be just 20 people in a breakout session...

Then one day, a colleague passed me in the hall and said, “CONGRATULATIONS! I see you’re keynoting the eTouches user conference! That’s AWESOME!” I said (very eloquently, I might add), “HUH?” I ran to my computer and scrolled through my inbox to find an announcement that I would be keynoting the conference, followed by 4 more emails from other colleagues congratulating me on my keynote spot.

So I called Susanne Carawan at eTouches and said, “Yeah, hi… so what’s this about me keynoting?” She said, “I know! Surprise! Awesome, right?” Of course, it was totally awesome, and I give presentations all the time at work, speak to hundreds of people frequently by conference call and webinar format…but I had never actually spoken “for real” in front of an audience in any kind of “she’s our featured presenter” sort of way.

So the first thing I learned about eTouches at their user conference was that they were willing to show me the same level of trust that I’ve shown them. They trusted that I would come up with a story that would kick off their conference in a meaningful way. They trusted that I had some sort of ability to stand in front of people and speak coherently.

Only the survey results will truly tell how I did, but I sincerely thank eTouches for giving me the opportunity to share, learn, and grow. And I hope I didn't suck.

But about that conference… I really did learn actual useful stuff. So here’s my recap:

My first awesome moment was when I arrived at the offices. I was on a conference call about an event I have coming up, when a man entered the room - I'd never met him, but after three years of talking to him pom the phone, when I heard him say hi, I knew instantly who he was. Julian Ward!

I told the folks on the phone, "Hold on a sec - I have to put you on mute and hug someone." I know it sounds cheesey, but It was a magical moment!

A colleague of mine from Dell attended with me, and then I got the pleasant surprise of another colleague of mine from another Dell office showing up to attend – I had never met her in person, either!

eTouches CEO Leonora Valvo kicked off the conference with some great “burning questions”… and let me tell you that a crowd of 75 software users have tons of questions and ideas. The eTouches team graciously answered the questions, shared the solutions that already exist, and took in the ideas for consideration.

We learned about upcoming roadmap plans, new mobile features, and got some great demos of modules that many of us see in the tool, but have yet to use. The agenda was jam-packed minute-to-minute with great stuff.

One of the eTouches board members presented an industry perspective on content, sharing some best practices and ideas on how to generate and syndicate event content. Personally, I have no shortage of content at my events (and in fact find that we have to curate it down to the really important points before launching an event), so I would have liked to see a little more from him on the reuse of the content. I have other commentary on The Long Tail of Content, and I think his presentation could have been shaped to expand on that a bit – maybe next year!

On the evening of the first day, we attended a clam bake at the beach… but this was no ordinary clam bake… after getting some clams and clam chowder, we were each served AN ENTIRE LOBSTER. I have never seen anything like that at an event. I was blown away!

I have a mantra that when I attend conferences, the experience is whatever I make of it, so I officially designated our dinner table as “the fun table,” and hilarity ensued. Great conversations that ranged from the naming of grandparents to Facebook privacy to the death of email. We ended the evening with a surprise afterparty at a local dive with an AMAZING band call Tangled Vine. If you’re in the northeast, you must book this band. I’m from the Live Music Capitol of the World, and I was very impressed with this Greenwich, CT, group!

Our previous Death of Email conversation from was put aside the next day when we got a presentation from eWay talking about email marketing. Relevant points, great statics, and reinforcing metrics behind why email is still a viable marketing tool for events.

We had an interesting conversation about mobile apps for events… I think the topic still stumps everyone. Should we build? Should we buy? Should we ignore? No right answer has emerged.

We had an exciting and energetic conversation about social media and extending the life of an event community, led by Susanne Carawan, and the eTouches team announced their eSocial platform (replacing eConnect), and featuring a full private community portal for attendees to connect before, during, and after the event.

Finally, we ended the conference with some Meet the Experts and advisory-type sessions, which were extremely valuable and ton of fun (attendees love to provide input and ideas, and it turns out, I’m no exception!).

As a self-professed disruptor and early adopter, I was absolutely thrilled to be a part of eTouches first-ever global user conference. The people I met, the stories I heard, the experiences I shared will be with me for life.

Thank you to eTouches and to the loyal user-base for making my two days in Connecticut so very worth my while!

Rethinking QR codes

noreply@blogger.com (cheshirecat) — Thu, 04 Aug 2011 03:19:00 +0000

Creativity, as has been said, consists largely of rearranging what we know in order to find out what we do not know. Hence, to think creatively, we must be able to look afresh at what we normally take for granted.

- George Kneller

In response to my recent post about my frustration with the uselessness of QR codes, a dear friend introduced me to a friend of hers who is an expert on the subject. So today I had a great chat with Andy Meadows at a company called 44Doors.

Andy's task today was to convince me that QR codes are not, in fact, useless. He began with real use-cases (albeit in a consumer setting) of nightclubs who seek to better serve their customers. In a loud, crowded place, it can be hard to get your waitstaff to come to your table, but with a QR code, and a socially enabled waitstaff, you can let them know that you need another bottle of bubbly at table 10.

Clever. Didn't really fit into my event needs, beyond the really cool exciting thing we're planning at Dell World this October (which I will tell you all about afterwards!).

My biggest complaints about QR codes are as follows:

Less than half of attendees have a QR reader on their phone.
The half that don't have them, don't know how to get them.
The half that do have them, spend a laughable amount of time trying to get them to work at varying distances from the source QR code image.
When you do get them to work, they tend to either take you to a contact form (which most of us are highly unlikely to complete on our phones), or they take you to a generic website, that we're certainly not going to sit around and read right then and there in the middle of an expo floor. Sometimes they open a pdf... and on my Android phone, opening a .pdf is such a hassle that I give up.
From an event manager perspective, I get no metrics beyond the number of hits, potentially the type of device that hit the URL, and the IP address it came from.

So Andy had some big objections to overcome. Here's what he said (...basically - I'm totally paraphrasing our hour-long conversation):

First of all, you're thinking about QR codes all wrong. You don't just create a code and link it to a generic, non-mobility-enabled URL. You work with a company (maybe a company like 44Doors!) to create all of the QR codes for you.

You can have a QR reader embedded into your mobile event app, so when attendees download the app for their agenda, they get the QR reader, too.
Now they have one.
By staffing your expo area with trained company folks who know the proper technique, scanning a QR code can be a conversation engagement opportunity between staff and attendees.
The QR reader from the app can be attached to their profile from the app and their registration so they never have to go to a long contact form that they would skip. At most, they would enter their email address to connect it - not a huge obstacle for smartphone users.
By using a QR code programmed into the app, you capture all of the information about every QR code scanned, what kind of device was used, timestamp, and all contact information for the person using it. You can even do timed URLs on the QR codes so that if it is scanned at noon, they get a special lunch coupon, but scanned at 5pm gets them a drink ticket.

Touche, Andy. You have made me reconsider QR codes. Perhaps there is potential for them yet.

A case of the 4 P's

noreply@blogger.com (cheshirecat) — Wed, 03 Aug 2011 02:07:00 +0000

That sounds like a case of the Four P's: Piss Poor Prior Planning.
- my college roommate's grandfather

This post made me laugh out loud. We've all seen it: some element at an event that made us think, "Who did they put in charge of THAT?"

Here are a few of my favorite "Worst Of" experiences at recent conferences:

Shuttle bus stops that were so poorly marked that no one rode the buses.
Name badges with font so small that you absolutely couldn't see the names from more than 2 feet away.
More than 5 hashtags for the same event, leading to absolutely no meaningful social engagement on Twitter.
Online engagement built purely on flash - guaranteeing that anyone with an iPad or iPhone had no way to participate.
No pocket guide due to pure reliance on the event app... and event app didn't work.
Ran out of coffee cups 30 minutes into breakfast buffet (plenty of coffee, though!)

And here are a few little brilliant nuggets that I experienced at recent conferences that made me think, "Now THAT was a brilliant event team":

Eggs at breakfast! THANK YOU for some protein!
Hashtag table tent signs in every breakout so attendees knew how to notate their Tweets.
A mobile app that let me complete a profile and locate people with similar interests and meet them in a lounge area.
Interactive way-finding digital signage so I could touch the screen to figure out where I needed to go next.
Name badges that were printed on both sides so when it turned around, I could still see people's names.

Got any favorites?

I am quite awesome, thankyouverymuch

noreply@blogger.com (cheshirecat) — Tue, 26 Jul 2011 18:12:00 +0000

I actually look forward to performance reviews. I did the youth beauty pageant circuit. And I enjoyed that quite a bit. I really enjoy being judged. I believe I hold up very well to even severe scrutiny.

- Angela, The Office

Great post on Harvard Business Review about eliminating the self assessment part of annual reviews.

The point of the post is that it turns the review into a negotiation, as most A-ranked employees are afraid of being Bs. Most Bs are scared they’ll get a C, and most Cs believe they are As.

I recall my husband helpfully advising me when I was trying to write my own self appraisal many years ago, “Why would you ever rate yourself a B or a C? Always put A! Even if your boss doesn’t agree with it, you have on record a positive spin on all the great things you’ve accomplished.”

As a recovering manager of a rather large team, I love the HBR suggestion to avoid asking employees to actually rate themselves, and instead ask them to send you their top 10 accomplishments for the year. This way, you as a manager can evaluate the value provided to the organization and/or the personal growth each team member achieved during the year.

Now to find some advice on writing a performance plan that is actually not a waste of time...

Is it worth the risk?

noreply@blogger.com (cheshirecat) — Mon, 25 Jul 2011 18:33:00 +0000

No power in the 'verse can stop me.
- Kaylee (Firefly)

Life is about choices. Do I want to fight my 3-year-old to get dressed faster, or do I want to play with him and have a really fun morning, but be 10 minutes late to work? Do I want to take that new job, or stay comfortably where I am? Do I want to be a keynote speaker at a conference, or say no and attend like my peers?

This Harvard Business Review blog post got me thinking about risk... and I don't think I take enough of them. I have definately taken a few, and they have all worked out perfectly. Some ended in massive failure, but what I learned from that failure prepared me for another task later.

My first big risk was college. Upon graduating high school, I left my home state of Georgia and moved over to Texas, finding a roommate from the university's off-campus housing department (because all the dorms were full). Best risk ever.

About a year out of college, I quit my high tech marketing job to work at a high tech recruiting firm. It was a blast! Then the economy tanked and there weren't any jobs to recruit for. So they asked if I would like to spend a week in Boca Raton getting trained on how to become an account executive and recruit jobs (instead of people). I'm no salesman. I couldn't sell girl scout cookies to my own mother. But I figured it would be interesting to take the class, so I did. I made sales calls for about a month after that, to no avail. The company closed about 3 months later. FAIL. But what did I learn? Well, I definately reinforced to myself that I'm no salesman. :-) I also learned that I enjoy solving problems. When the problem was no jobs to recruit for, I decided to try and solve it by learning how to get more jobs for the company to help with. I learned that as a salesperson, marketing is vitally important. Even the basics! If I didn't have any collateral to give my prospect, there was no way they'd ever think of me when they needed to hire someone. Actually spending a couple months in sales was really the best marketing experience I could have gotten.

I've been at my current company for more than 6 years now, and have taken relatively few risks, but have been fortunate to have opportunity find me. I did take a professional presenting course through our Executive Briefing Center, and was encouraged to go take an improv comedy class. That was a spectacular risk! Standing in a class with 15 other people being spontaneous for 2 hours a week, enouraged to fail. We were taught that "there is no such thing as failure, just unexpected results." Most fun I've had in the last 5 years!

Recently, I was asked to keynote at a user conference. It's only 50-75 people, but it will be my first time truly in the spotlight telling a story. It's a risk. I'm SUPER excited about it... but this time, failure is not an option!

As the article I referenced above mentions, the key to risk is preparation. So I've hired my professional presentation instructor to help me prepare for my keynote, and my improv training will undoubtedly prove very valuable. In this instance, there should be minimal risk of failure. I'm ready!

Giving for the greater good

noreply@blogger.com (cheshirecat) — Thu, 21 Jul 2011 15:31:00 +0000

True charity is the desire to be useful to others without thought of recompense.

- Emanuel Swedenborg

I love my company! Last November, we instituted a meeting points donation plan through our Dell YouthConnect program. We do not use meeting planning points from our events for personal gain, but instead capture them throughout the year and donate them to charities through the Dell YouthConnect network.

Just for fun, I checked our account balance. Without much effort, and just with a few folks remembering to put our points number on contracts, here's our current point amount:
41,000 points on Starwood
56,000 points on Marriott
7,000 points on Hyatt
Unsure on Hilton, as all points go directly to the Boys & Girls Club of America

Our next step is to ensure that all of our suppliers are aware of our program so they can begin sharing the account numbers as they book events. How awesome will it be to say that our events gave more than a month's worth of hotel stays to organizations with recipients in need.

If your company is interested in setting up a charitable points program, I'm happy to share our best practices. Just comment here or tweet me @lizlathan.

Virtual gatherings

noreply@blogger.com (cheshirecat) — Wed, 20 Jul 2011 14:31:00 +0000

Internet: absolute communication, absolute isolation.

- Paul Carvel

When I saw Botox, Skype, and face-to-face meetings in the title of this post, it was a must-read. Then when I read it, it was a must-respond.

It takes me right over to my little soapbox about virtual event environments with their little static fake people standing around. Some looking like they’re talking to each other, some standing alone, even some illustrated holding a cell phone to their ear. Really? This is how I’m supposed to engage and experience a virtual event? By pretending I’m there in person, when I'm really alone at my cube or in my home office?

I think we’re all mentally stable enough to know that we’re not physically there. I also think that we go to virtual events for a specific purpose, not to create a cartoon avatar to show up in our profile. At least for me, I attend a virtual event to either watch presentations I couldn’t get to in person, or download content that will help me on my quest to solve a problem. If I engage with other people in the environment, it was to ask a question about a product or solution from a vendor. Sitting in a chat room with 3 professionals and one kid who snuck in and randomly types profanities is not my idea of a good use of time.

So why do we continue to see virtual event platforms that try to mimic in-person events? They are a different kind of engagement and should be included in the customer journey planning for virtual audiences as a parallel path to the in-person experience.

Online should be viewed as a content channel. If you’re going to have breakouts online, then plan for it and use something like Skype or Google+ to have a 5 to 8-person web breakout. The virtual event can no longer be project managed as separate entity. It must be folded into the entire customer journey and experience strategy so attendees, whether in-person or online, leave your event happy that they acquired the knowledge they hoped to gain and satisfied with the connections they made.

In other news, Why Virtual Events Fail.