Ahead Summit - From Strategy to User Experience - Meeting Design is Everything - July 2017

Dan Berger
CEO
Social Tables
July 2017
Meeting and Event Design is Everything
From Strategy to User Experience

@danberger | #aheadsummit17
● Your time is valuable. You’re free to leave any time.
● No one knows everything. Questions welcome whenever.
● Spread the knowledge. Take as many photos and share.
Interact with me and the audience...
● me on twitter = @danberger
● hashtag = #aheadsummit17
Presenter-Audience Agreement

I am a participant.
I am a planner.
I am a supplier.

100 employees
Raised $22.6 million
Founded in 2011

Boost event sales overnight.
Sales Success Platform
Fuel demand.
Attract Fortune 500
planners with the space
search engine.
Grow bookings.
Engage qualified
planners with interactive
content marketing.
Win more.
Negotiate faster with
personalized proposals.
Deliver better.
Create accurate setups
that lead to repeat
business.
Destination Convert Propose Diagram→→ →

Free Planner Essential
● 100% accurate floorplans
● 181,000 unique event spaces
● Live collaboration
● 700+ custom objects
● Free diagramming capability
Plan for the unplannable with
collaborative event software
and accurate floorplans that
make it easy.

4,350 customers creating
2 million events with
250 million participants

I am a participant.
I am a planner.
I am a believer.
I am a supplier.

We envision a world where face-
to-face events achieve great things
Sample of the 40+ awards Social Tables and its leadership have received.

1. Define meeting/event design and understand why it’s
important to our profession.
2. Adopt a framework for meeting/event design
3. Apply new design concepts to transform experiences.
4. #BONUS: Discover trends that will directly impact
meeting/event design.
Learning Objectives

Design tells
a story.

Design sends
a message.

Design changes
behavior.

“If you don’t
think about
design,
someone will
think about
design for
you.”

● The meaning of “meeting design” is not
agreed upon.
● The term “meeting design” is not widely used.
● There is a lack of popularly accepted
frameworks and tools.
● The term is constraining. What about the
whole experience?
The Problem with Meeting Design
Source: MPI report on Meeting Design, 2013

Experience Design is Everything and Everywhere
● The design of the organization’s overall event strategy.
● The design of your meeting’s theme.
● The design of the experience.
● The design of the program.
● The design of each breakout room.
● The design of each tabletop.

“The purposeful
shaping of both the
form and the
content of a
meeting to deliver
on crucial business
objectives.”

Manage
Comm.
Plan
Source
Strategize
Data
Mission
Project
Management
SchedulingTransportation Housing
Surveys
Badges,
Check-in, etc
Marketing
Design
Reg Social
Reports
Measure
Logistics
The
Meeting
Planning
Process
Pyramid
(c) Social Tables, 2014-2016
Site Selection
Design

The Opportunity of Design in Meetings
“[Design presents] one of the few
opportunities to enable meeting
professionals to do more with less...
to reduce costs and increase value.”

The Urgency for Design in Meetings
Automation Outsourcing Expectations Competition

“The meetings manager is
now far more than an event
planner. She now plays a
strategic role in the livelihood
of the organization, bolstering
its current conferences and
other events while finding
ways to innovate future ones.
Say hello to the new strategic
meetings manager.” business event strategist.

IntentionalMeetingDesign 1. Identify the stakeholder you’d
like to improve the experience
for.
Note: It can’t be everyone.
2. Identify the objective they’d like
to achieve.
Note: Every stakeholder group
has a different objective.
3. Create a design intervention.
4. Simulate your intervention.

IntentionalMeetingDesign 1. Identify the stakeholder you’d like to
improve the experience for.

1. Identify your
stakeholders.
2. Place them in
the power vs.
interest matrix.
StakeholderAnalysis
Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main
Staff
CustomersSponsors Prospects

1. Identify the stakeholder you’d like
to improve the experience for.
2. Identify the objective they’d like
to achieve.
Note: Every stakeholder group
has a different objective.
IntentionalMeetingDesign

PurposeIdentification
Source: Marriott’s Meeting Imagined
Customers

PurposeIdentification
Source: Marriott’s Meeting Imagined
Sponsors

IntentionalMeetingDesign 1. Identify the stakeholder you’d like to
2. Identify the objective they’d like to
achieve.
Note: Every stakeholder group has a
different objective.

DesignSomeEpicSh*t

1. Identify the stakeholder you’d like to
2. Identify the objective they’d like to
achieve.
Note: Every stakeholder group has a
different objective.
4. Simulate your intervention.
IntentionalMeetingDesign

“
Room set is extremely
important to the success of a
meeting, and a serious
responsibility for the meeting
professional to manage.
- Convention Industry Council Manual

Change up the seating in your theatre sets.

Create multiple stages to keep the audience’s attention.

A mirrored theatre helps create community.

“Spaces designed to
promote
engagement
increase the
likelihood of
collisions...
More collisions
create positive
outcomes.”
C2 Montreal (Arsenal)
Source: Workspaces That Move People, Harvard Business Review

The 3 E’s of Successful Interactions
Source: Workspaces That Move People, Harvard Business Review
● Engagement - Interacting with people within
your social group.
● Exploration - Interacting with people in many
other social groups.
● Energy - Interacting with more people overall.

Build coworking spaces into your day-long programs.

Popup office sets let participants create their own
environment.

A living room design helps participants get comfortable.

PCMA Convening Leaders 2014 (Navy Pier, Chicago)
Inject art installations into your events to send a
message.

Design a club in your next event for both fun and exercise.
Daybreaker party at #STConf 2016, Social Tables HQ

Innovation zones offer a condensed expo for smaller
companies.

The Campus design squeezes every element of an event
together.

Freeman booth at IAEE Expo! Expo! 2014
Rethink your trade show booth as art exhibits.

American Express Global Business Travel booth at GBTA 2015
Rethink your trade show booth as an educational
opportunity.

Mixed sets are all the rage.

The Old Way:
Banquet
The New Way:
Family Style
Out-of-the-Box:
Extended Banquet Table / Serpentine Banquet
Summit Outside
Social Tables Company Dinner, Newseum
Serpentines give you options.

Use furniture to create event flow
The Old Way:
Staggered Ballroom
The New Way:
Mixed Seating
School for American Ballet, Winter Ball 2014

The Old Way:
Classroom
The New Way:
Learning Pods
Use the layout to set expectations.

The Old Way:
Classroom
The New Way:
Crescent Rounds
Use the room set to create outcomes.

The Old Way:
U-Shape
The New Way:
U-Shape w/ details
Little changes go a long way.

The Old Way:
High Boys
The New Way:
Parisian Cafe Style
Make people sit when they least expect it.

Who needs tables anyway?

What does the future of
meeting design look like?

Aligned incentives for event success
between buyers and suppliers

On-site logistics will be handled by
machines and robots.

Content will be crowdsourced
or auto-generated.

Wrapping up...
Dan Berger
dan@socialtables.com
twitter: @danberger
snapchat: danjbeger
“If you don’t think about design,
someone will think about design for
you.”

Ahead Summit - From Strategy to User Experience - Meeting Design is Everything - July 2017

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Ahead Summit - From Strategy to User Experience - Meeting Design is Everything - July 2017