The Meetings Industry. It’s Elementary

I love meetings and exhibitions, both online and face to face.  I like getting together with a group of people and share a learning experience, discuss ideas and takeaways, walking on a trade show floor to learn about new things and see how people connect. Even though I’m not the most extrovert of persons, events and exhibitions entice me to get out of my comfort zone every time.

So what is it in an event that makes me want to be a part of it?

Sure, subject matter and topic are a no-brainer. They have to fit my needs.

And yes, I meet new people. But I can do that anywhere.

Then how do they do it?

Here’s my answer. They bring me all the elements I need.

Fire – the excitement you feel when you are hearing or sharing great ideas. The way that all attendees or groups can work together, or the way that a speaker can inspire. You need fire at a meeting, to ignite that overall vibe. The sensation that you are part of a collaborative gathering that will help you do better things, and in which you can help others as well.

Water - events can bring an ocean of ideas, a sea full of possibilities. And even better, they are like rain: they will get you soaked eventually. Soaked with an overall feeling of the event, soaked with ideas and inspiration. There is no escape from it, so you need to learn to swim. And then float and play in a clear, transparent environment that carries you everywhere you want to go.

                             Family soaked in the rain at Niagara Falls - Hm. must be a hybrid conference :-)

Earth – if there is no structure, no clear objective, no foundation, you get lost. A conference program or trade show floor set boundaries and form a solid starting point from where you can explore any topic. They form the soil that you need to grow your ideas, and learn. And they can keep you down to earth as well, listening to the experiences of peers and teachers.

Air – even though an event can be pretty busy and invasive, it clears your mind from other things. It simply gives you some fresh air, stepping outside your day-to-day routine. Stepping outside your box. It blows away the clutter with a light breeze, removes old ways with a storm.  And it gives you the needed time to breathe, to see a new horizon, to know where you will be heading next

So yes, I love events.

As long as they include Fire, Earth, Water and Air, all basics are covered.

Confessions of a virtual attendee

I don’t know about you, but I don’t  travel to that many conferences and events. As a face to face  attendee I attend only a few meetings annually. I have to choose them with care, finding a  balance between learning and applying the new stuff in my daily routine. I prepare, enjoy the networking, chose my sessions beforehand, take notes, follow up, connect. To be honest, no matter how long I have worked in the events industry, face to face events are still pretty special to me and I treat them as such.

But what about hybrid and virtual events? How am I treating them? Honestly? Not so good.

As an online attendee I “visit” events all the time. I love them. And there are so many conferences, webinars and lectures to watch and participate in, events that are streamed, especially from the USA. And it is easy to attend – almost all events are in the late afternoon and evenings, thanks to the time difference between the USA and Europe.  Yey, I can double my working hours! Sounds like a good deal. Work in the day, learn in the evening.

So, why is the ROI from online events often lacking? What am I doing wrong?

The answer is surprisingly simple: I overeat. Even though the content of all events is appreciated, I don’t prepare for virtual events as if they are special. I attend too many. They become ordinary, mainstream, talking websites (and don’t get me wrong, the events are not the issue here. I am)

Hm. I can’t believe I let that happen.

So this year I will do it differently. Apply a few “how to attend virtual events” rules:

Choose with care – no matter how easy it is to attend, or how ample the choices are. No one goes to a couple  events each week. Let alone follow up on them.

Take “travel” time – white space before and after the event, preparing the sessions, determining ROI beforehand.

Keep a clean desk – no distractions, only the event. Earplugs, notebook, no mail, no work. Multitasking out of the window.

Engage, connect, and participate. Really. Engagement (often an issue for virtual event organizers) is in my opinion also a job/responsibility of the virtual attendee:  even if your event site is grey and dull, I should find enough to keep me engaged in your content, communication options and enthusiasm . If I only stay because of a game or layout, then I should just do another level of Angry Birds.

In one word: BE at the event.

Postscript:

BE at the event. Well, I am trying. Engaging in PCMA and Virtual Edge Summit to start with. Both having a break while I write this.

And both leaving me with a question: could we have a session on “how to be a virtual attendee?”. And promote us as a part of the audience that is not going anywhere?
I have heard so much about using virtual as a means to attract face to face delegates, that somehow I feel that I am just here as a temporary item….  

Slow, small and simple.

I have not been keeping up with my blog posts lately. Beginner’s block, probably. Trying too hard to find a fitting story, making it too big a deal. I assume it happens to all of us. The need to live up to a certain self imposed standard – well, big surprise, it did not work.

So much has been happening in the events world in 2011. I have been running around like crazy to keep up with it all. It used to be checking out a few databases and a few websites besides my day-to-day work, and it became al lot more. Blogs, slideshares, webinars, online events, tweetchats, …almost as if I was leading two lives, a f2f and an online one. So much going on, so many channels to follow. And it was all so worthwhile, so interesting, so inspiring. I felt like my son in a games store… just could not get enough.

Until the cup runneth over.

How much do I actually NEED? Maybe less is more, once again.

So here’s my New Year’s resolution that I will try to apply to everything from now on.  And yes, I can apply it to meetings and events. Especially in a time when we can do virtually everything at any time and place. From now on I will keep it SLOW, SMALL and SIMPLE.

Slow is the magic word. Slow as in “slow cooking” when it comes to trendwatching and writing reports. Taking the time to let ideas grow and mature, and allowing myself to take that time. Let the ingredients mix and give their full flavor before I make up my mind. No rush decisions, no quick analysis. And mind you, I will not become a turtle. I will still get the job done pretty fast. And as a delegate? I will not jump onto all opportunities given to me, will look at the big picture and focus. Set my goals and then find my way. True ROI. So maybe a little less random learning, and a bit more reflecting.

Small in my resolution means delicate, fragile, personal. No big messages out to all, but a person to person message. Staying close to home and close to heart, so to speak. And keeping it focused and true. Maybe I will get it wrong more often, but I will learn more. This is how I hope to interact in events as well. Personal, building relationships. More unconference, less keynotes. Working and learning together. Actually, in that respect small means that I need to share more – a big idea, come to think of it.

Simple is never easy. I tend to give people more than they ask for and this confuses them. It gets the message blurred, unfortunately. I just get carried away .... There is so much good research out there, so many interesting leads to follow, so many topics to discuss. There is always a reason to do a little bit extra. And in a way I can still do that, as long as the output is focused and clear. Hah, it really IS that simple.

Last but not least: keeping it simple is the best way to keep it slow and small, too.

So the next event that I attend will find me focused, attending a prepared selection of sessions, interacting with heart and head. Just having a great time learning and interacting. Can’t wait….

Are we on the same page ?

This week we had a tweetchat with European event professionals. It is a small chat we just started, but already it has given me lots of food for thought.

We were talking about scares for the events industry and @triqle mentioned seeing a “larger and larger 'imagination gap' between tech possibilities & planners”, which triggered something that I have been chewing on for a while. Are we all on the same page when it comes to event technology and social media? Or at least reading the same chapter of the same book? I wonder…

Early October I participated in a meeting with European association executives. During one of the discussion sessions we formed groups to talk about social media.

I was prepared to have in depth discussions about the use of various platforms, tech needed for specific issues, mobile and hybrid solutions, but found myself talking with quite a few associations who were just beginning to find out about new technological possibilities, never saw a tweet and not sure about the impact of a Facebook page. Never had the need for an app for their event, but in a way feeling that they should investigate. What if their members expected this?

Well, they do. Most of them. Soon.

Even though it seems that we are all using roughly the same new technologies (and I am not an early adaptor in most of them), in fact we are not. Planners, associations, exhibitors, event organizers and their visitors all have very different skills and needs when it comes to event technology, mobile platforms and social media.  New segments in visitor needs, new ways to deliver content, a whole new chapter… and a need to see that we are probably not all on the same page.

It is time to address the "information and imagination gap" and start segmenting: I would love to see events where the same content could be custom made to appeal to all delegates: in classic conference setting, in unconference rooms, as a game, online, in an app, streaming… it would be really something if event technology could be tailor made for each delegate: content and community as you like it.

And if you don’t know where to start  find a tech interpreter: the only way to  make sure that to bridge the imagination gap, we should at least be reading the same book. With a sequel, of course.

The tree of life…as in live meetings?

It is autumn again, and leaves are falling from the trees, some boring black and grey, some stunning red and orange. It won’t be long until trees are showing their incredible structures again, bare branches and trunks showing balance and rhythm.

I like bare trees, I always think about a tree like structure when I am working at big projects. What is the main question, what are the side steps, where are the roots of the problem? What is the soil we are working with? How long do we have to grow the tree? What is expected of it? Fruit? Shade? Are we looking for an apple or a pine?  

In a way a tree can be a metaphor for a meeting or trade show, too. Not in the sense of looking at young or mature events, or the product life-cycle, but by looking at a perfect season. See your event as a tree during spring, summer, fall and winter. What does it tell you each season? And what do you need to do to keep it healthy?

I can use our plum tree (beautiful yellow Mirabelle de Nancy) for this. It is our only tree, we have a small back yard. We grew it from scratch and it took years and years before there were any flowers, let alone plums. And then, when it finally decided to flower and bear fruit, it gave us more than we could handle. Enabling us to share its results.

Spring

New leaves are growing. The sap streams are starting a new year in the tree, and it is ready to lose the branches it does not need. The tree has its flowers and looks stunning. When the blossom fades, leaves are growing bigger.

Suppose this is the time of your live event: look at it in full bloom and decide where it needs changes. Use feedback from delegates and visitors, now is the time that they are actually experiencing it. Learn to enjoy your event: the live meeting lasts only a short while..   

Summer

The tree bears fruit, size and sweetness depending on the hours of sunshine. Bad summers result in fewer and smaller plums, but even they provide a harvest. The tree attracts bees and other animals. Leaves are in full shape. Fruits are given to friends and neighbors; they can use them as they want.

This is the ROI time of your event. Your delegates and visitors are back home, and should be feasting on the knowledge and experience you provided, depending on the surroundings they can share them with. And use it in various ways: blending in with their specific work environment or needs.

Fall

The leaves are falling. Sometimes slowly, but often it only takes a few autumn storms to blow all leaves on the grass (of the neighbors house, most likely). The tree gets bare and I see its shape again, after a period of growing and changing. What is different?

Perfect timing to reflect on your event. Do you still like what you see? Where do you need to make changes?  

Winter

When a tree sleeps, it is ready to be moved if there is a need to do so. It can get used to new soil and can endure changes. Also, it is getting itself ready for a new season. Even though the tree might look bare, you can already see the buds of new leaves taking shape.

So anything you want to change, do it now. Perfect timing for behind the scenes work, setting out new strategies, finding new points of view. In winter the year changes, and we are all ready for a new beginning. Ready to get involved in new things, or have energy again to revive old ones.

To enjoy the blossom of a next year.

( of course the fruits of this tree can serve as an example for the year round online presence that supports your event. Preserved as in a video still, to be eaten at any time, be it on bread, in a glass or over ice cream) ...

What can I say. I just like making comparisons... will try something else next time.

Are you ready for “Family” meetings ?

The other night I was reading  about generational studies in events. Organizers and exhibitors trying to cope with Generation Y, trying to encourage them to come to their conferences and exhibitions. Searching for answers to this generation’s abundant use of technology, short attention span, here-and-now mentality, and need for instant gratification. Finding a balance between Baby Boomers, Generation X and Generation Y.

Wait a minute. Where do I recognize this from?

When I look at my personal environment, such as my family, I see all sorts of age groups sharing space, life and interests. What would happen if I use my own family as an inspriration for events?

I know it is not a good idea to bring your work  “back home”, but in this case it might just work.  Not because I like to work from home (sorry family!), but because my home environment can bring inspiration to the workplace.

Take a family birthday a few weeks ago. Remote (phonecalls, emails) and live (parents, children, grandchildren) attendees. If I were to look at it as a “conference specialist” , we had a  main conference, breakout sessions, catering breaks and  a keynote speaker. Attended by  at least 3 different generations, both online and face to face.  

So what made it work?

Know your audience

Make sure you know who to expect at your party! Have plans for all age groups and interests, but remember that they are all coming to the event because of you, the topic, the cause. So don’t overdo your segmentation and leave room for improvisation, unconference. Small groups are pretty good in organizing themselves.

Find common ground

Even though our lifestyles can be very different, we all have someting in common. Our DNA, anyway. And just as in any other community that is formed around a topic,  profession or interest,  you do not get to choose the members. They form the group that shares your interest, and that is a great starting point. Be part of the community, and learn about them.

The young teach the old

New technology can be overwhelming, and use of tech tools changes every month. Let key users, the ones that were born after the birth of the internet,  show you how they use it, and why. It helps to shape an event into a hybrid that all age groups can enjoy, with maybe shorter sessions and more Q&A. And more screen time…

The old teach the young

Learning from stories and experiences is so important. Talking to industry leaders and hearing about both best practices and failures, engaging in Q&A sessions ….. it makes younger attendees connect with the industry’s history, and be part of it. Share an experience. Bond.

Let’s face it: we live with different generations every single day, and  catering for different age groups at events is in our system  anyway. So pick your familiy:  All in the Family, Married with Children,  Modern  Family…  and transform it into a family meeting.

Dare to share ! (and a big THANK YOU)

When I ask my son about stuff at his school, he often doesn’t answer right away. Reluctant to tell his mother the full story, I guess. Not willing to share all discussions he has with his friends and classmates. I understand  that, and unless there is a real problem, this is OK. I do not need to know everything. Let him have his own world.

I am just like him, in a way. Often I try to find my own solution for professional challenges. I can spend hours and hours writing, planning, researching and summarizing. Knowing that I can get the job done. Often not realizing that maybe I can do a better job if I consult a few peers.

However, sharing your story can help. It  helps if you are a 10 year old struggling with a show and tell, but also if you are a meeting planner trying to find new conference formats .

Ask a few questions. Listen to a few different opinions. Share your own views. Dare to share.

Bottom line: if you dare to share your thoughts and ideas, you will benefit. It is that simple. Find listeners in colleagues, industry peers, neighbors, friends…different ears hear the same story in different ways, and will give you a diverse feedback that can help you find solutions you would otherwise not have found. Better still, share with people that you might not even know. To get a fresh view.

Why am I going on about this? Simple.

On October 3rd I will start a weekly chat on Twitter for European event professionals. Inspired by the event professionals community on Twitter, a great bunch of people that showed me that sharing ideas, views, thoughts and challenges in the events industry can be rewarding and inspiring. Can be provocative and scary. Can be hard and confronting. Can be caring and helpful. Can be fun and full of laughs. But always leave behind a few good ideas that can help you.

The chats by groups using hashtags such as #eventprofs, #engage365, #expochat, #assnchat showed me communities that are keen on educating and sharing experiences. Giving insights in events, organizers, exhibitors, venues, delegates, technology, you name it. From day to day routines to global trends. Open discussions, with people giving their opinions freely. No holding back.

Such a great learning experience… so a big THANK YOU is due.

And I hope that maybe we can follow your example.. by providing a platform for European event professionals to share their thoughts. Let’s give it a try. Dare to share! (by the way, #euventprofs will be the thing to look for…)