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ECDU12 - Leonora Valvo – The Original Social: Facilitating the Right Connections – US

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Leonora Valvo – The Original Social: Facilitating the Right Connections – US

Publicada em: Tecnologia, Negócios
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ECDU12 - Leonora Valvo – The Original Social: Facilitating the Right Connections – US

  1. 1. The Original Social: Facilitating the Right Connections Leonora Valvo, CEO
  2. 2. What Makes an Event “Worth It” ?
  3. 3. Making It Worth It <ul><li>Walking into the event already knowing people </li></ul><ul><li>Finding the right people </li></ul><ul><li>Having a meaningful conversation </li></ul><ul><li>Solving a problem/gaining insight on an issue </li></ul>
  4. 4. Why Isn’t Everyone Designing for “Worth”? <ul><li>Logistics are time consuming! </li></ul><ul><li>Fear of giving suppliers/vendors contact information </li></ul><ul><li>Organisational fear of becoming irrelevant if provide the contact information </li></ul><ul><li>Command and control mindset </li></ul><ul><li>Change is hard! </li></ul>
  5. 5. Why Are People Designing for “Worth”? <ul><li>A positive experience creates an “afterglow” effect increasing the probability of remembering the event </li></ul><ul><li>Positive experience increases likelihood of attendee taking further (positive) action </li></ul><ul><ul><li>Recommending, Repeat Registration, Taking on a Sponsorship, Visiting a Community, etc </li></ul></ul>
  6. 6. Event Experience Mindset <ul><li>Allow attendee to create their own event experience </li></ul><ul><li>Facilitate, not dictate </li></ul><ul><li>Provide contact information & tools to allow attendees to easily interact before, during and after the F2F event </li></ul><ul><li>Get the small talk/introductions done BEFORE the F2F event </li></ul>
  7. 7. <ul><li>Logistics-Centric Mindset </li></ul><ul><li>What’s your budget? </li></ul><ul><li>Do you have a venue? </li></ul><ul><li>What’s the date? </li></ul><ul><li>How many people? </li></ul><ul><li>Are there dietary restrictions? </li></ul><ul><li>Experience Mindset </li></ul><ul><li>What are the hot topics that everyone is worried/excited about? </li></ul><ul><li>How can we group people together (by topic/interest area, by industry, by age, by favorite team, etc)? </li></ul><ul><li>What physical environment is most conducive to having a meaningful converation (Couches? Desk? Table and chairs? At the bar? Break-out rooms? Special pod areas designated on the event floor?) </li></ul><ul><li>What information do attendees want to have about each other to make decisions about who to meet? </li></ul>Logistics v. Experience Mindset
  8. 8. Facilitate the Right Experience <ul><li>Think through what data to collect </li></ul><ul><li>Collect data at various touchpoints throughout the pre-event period, during the event and post-event </li></ul><ul><li>Go beyond collecting “typical” data (name, address) and collect data on taste & preference </li></ul>
  9. 9. Make Use of Technology <ul><li>Use tools to deliver: </li></ul><ul><ul><li>real-time attendee registration lists </li></ul></ul><ul><ul><li>list of appointments of people that show similar interests </li></ul></ul><ul><ul><li>ability for attendees to set appointments & message one another </li></ul></ul><ul><ul><li>reports that provide hard data on who is actively networking </li></ul></ul>
  10. 13. Use Event Marketing to: <ul><li>Identify trends in topics under discussion </li></ul><ul><li>Identify natural social networks (who is meeting together, who’s connected) </li></ul><ul><li>Better segment and target attendees </li></ul><ul><li>Create the right networking packages (i.e. programs) with the right price that targets the right people to create demand for your overall event </li></ul>
  11. 14. Goal: Create a Positive Feedback Loop <ul><ul><li>More info/insight on attendees </li></ul></ul><ul><ul><li>Attendees have better experience </li></ul></ul><ul><ul><li>Increased satisfaction by attendees </li></ul></ul><ul><ul><li>Attendees more open to give feedback </li></ul></ul><ul><ul><li>Greater demand for higher prices </li></ul></ul><ul><ul><li>More targeted programs </li></ul></ul>
  12. 15. Summary <ul><li>Become a facilitator </li></ul><ul><li>Use information elicited from attendees to better network and match into like-minded groups </li></ul><ul><li>Provide time & physical space within event program for participants to network </li></ul><ul><li>Work towards developing positive feedback loop of increasingly personalized programs </li></ul>