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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

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This session will begin by educating attendees on how to define event design and how to identify the opportunity strategic design presents. Next, we will break down current programs that attendees volunteer, and work together to maximize the opportunities and goals it has set forth to achieve. Finally, we will review the concepts discussed and how they can transform the attendee's meetings and events.

This session will begin by educating attendees on how to define event design and how to identify the opportunity strategic design presents. Next, we will break down current programs that attendees volunteer, and work together to maximize the opportunities and goals it has set forth to achieve. Finally, we will review the concepts discussed and how they can transform the attendee's meetings and events.

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

  1. 1. Dan Berger CEO Social Tables July 2017 Meeting and Event Design is Everything From Strategy to User Experience
  2. 2. @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
  3. 3. I am a participant. I am a planner. I am a supplier.
  4. 4. 100 employees Raised $22.6 million Founded in 2011
  5. 5. 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→→ →
  6. 6. 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.
  7. 7. 4,350 customers creating 2 million events with 250 million participants
  8. 8. I am a participant. I am a planner. I am a believer. I am a supplier.
  9. 9. We envision a world where face- to-face events achieve great things Sample of the 40+ awards Social Tables and its leadership have received.
  10. 10. 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. @danberger | #aheadsummit17 Learning Objectives
  11. 11. Stage Setting
  12. 12. @danberger | #aheadsummit17 Design tells a story.
  13. 13. @danberger | #aheadsummit17 Design sends a message.
  14. 14. @danberger | #aheadsummit17 Design changes behavior.
  15. 15. @danberger | #aheadsummit17 “If you don’t think about design, someone will think about design for you.”
  16. 16. Defining Meeting Design
  17. 17. @danberger | #aheadsummit17 ● 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
  18. 18. @danberger | #aheadsummit17 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.
  19. 19. @danberger | #aheadsummit17 “The purposeful shaping of both the form and the content of a meeting to deliver on crucial business objectives.” Source: MPI report on Meeting Design, 2013
  20. 20. @danberger | #aheadsummit17 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
  21. 21. @danberger | #aheadsummit17 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.” Source: MPI report on Meeting Design, 2013
  22. 22. @danberger | #aheadsummit17 The Urgency for Design in Meetings Automation Outsourcing Expectations Competition
  23. 23. @danberger | #aheadsummit17 “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.
  24. 24. The Framework
  25. 25. @danberger | #aheadsummit17 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.
  26. 26. The Tools
  27. 27. @danberger | #aheadsummit17 IntentionalMeetingDesign 1. Identify the stakeholder you’d like to improve the experience for. Note: It can’t be everyone.
  28. 28. @danberger | #aheadsummit17 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
  29. 29. @danberger | #aheadsummit17 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. IntentionalMeetingDesign
  30. 30. @danberger | #aheadsummit17 PurposeIdentification Source: Marriott’s Meeting Imagined Customers
  31. 31. @danberger | #aheadsummit17 PurposeIdentification Source: Marriott’s Meeting Imagined Sponsors
  32. 32. @danberger | #aheadsummit17 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.
  33. 33. @danberger | #aheadsummit17 DesignSomeEpicSh*t @danberger | #aheadsummit17
  34. 34. @danberger | #aheadsummit17 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
  35. 35. Innovation in Design Sets
  36. 36. @danberger | #aheadsummit17 “ 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
  37. 37. The Form: General Session
  38. 38. @danberger | #aheadsummit17 Change up the seating in your theatre sets.
  39. 39. @danberger | #aheadsummit17 Create multiple stages to keep the audience’s attention.
  40. 40. @danberger | #aheadsummit17 A mirrored theatre helps create community.
  41. 41. The Form: Open Spaces
  42. 42. @danberger | #aheadsummit17 “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
  43. 43. @danberger | #aheadsummit17 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.
  44. 44. @danberger | #aheadsummit17 Build coworking spaces into your day-long programs.
  45. 45. @danberger | #aheadsummit17 Popup office sets let participants create their own environment.
  46. 46. @danberger | #aheadsummit17 A living room design helps participants get comfortable.
  47. 47. @danberger | #aheadsummit17 PCMA Convening Leaders 2014 (Navy Pier, Chicago) Inject art installations into your events to send a message.
  48. 48. @danberger | #aheadsummit17 Design a club in your next event for both fun and exercise. Daybreaker party at #STConf 2016, Social Tables HQ
  49. 49. The Form: Trade Shows
  50. 50. @danberger | #aheadsummit17 Innovation zones offer a condensed expo for smaller companies.
  51. 51. @danberger | #aheadsummit17 The Campus design squeezes every element of an event together.
  52. 52. @danberger | #aheadsummit17 Freeman booth at IAEE Expo! Expo! 2014 Rethink your trade show booth as art exhibits.
  53. 53. @danberger | #aheadsummit17 American Express Global Business Travel booth at GBTA 2015 Rethink your trade show booth as an educational opportunity.
  54. 54. The Form: The Breakout
  55. 55. @danberger | #aheadsummit17 Mixed sets are all the rage.
  56. 56. @danberger | #aheadsummit17 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.
  57. 57. @danberger | #aheadsummit17 Use furniture to create event flow The Old Way: Staggered Ballroom The New Way: Mixed Seating School for American Ballet, Winter Ball 2014
  58. 58. @danberger | #aheadsummit17 The Old Way: Classroom The New Way: Learning Pods Use the layout to set expectations.
  59. 59. @danberger | #aheadsummit17 The Old Way: Classroom The New Way: Crescent Rounds Use the room set to create outcomes.
  60. 60. @danberger | #aheadsummit17 The Old Way: U-Shape The New Way: U-Shape w/ details Little changes go a long way.
  61. 61. @danberger | #aheadsummit17 The Old Way: High Boys The New Way: Parisian Cafe Style Make people sit when they least expect it.
  62. 62. @danberger | #aheadsummit17 Who needs tables anyway?
  63. 63. What does the future of meeting design look like?
  64. 64. Aligned incentives for event success between buyers and suppliers
  65. 65. On-site logistics will be handled by machines and robots.
  66. 66. Content will be crowdsourced or auto-generated.
  67. 67. @danberger | #aheadsummit17 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.”

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