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Future Proofing Your Career: Staying Relevant in the Age of Automation

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Future Proofing Your Career: Staying Relevant in the Age of Automation

  1. 1. Future Proofing Your Career: Staying Relevant in the Age of Automation Presented by: Dan Berger Founder, CEO Social Tables
  2. 2. Presenter-Audience Contract You can share everything you see (#PCMA) & ask me questions (@danberger) on Twitter No need to take notes! I can send you the deck if you email me at dan@socialtables.com. Your time is valuable so feel free to leave at any time.
  3. 3. I am a participant. I am a planner. I am a supplier.
  4. 4. 100 employees Raised $22 million Founded in 2011
  5. 5. Social Tables is a turnkey event sales and services platform Event Sales Solutions Diagramming Seating Attendee Management Event Services Solutions Lead Capture RFP Management Sales Enablement
  6. 6. Out Now: Free Tools for Planners ● Free diagramming, seating, and check-in tools for planners ● Free search & discovery platform with access to thousands of floor plans at search.socialtables.com
  7. 7. 4,800 customers creating 2+ million events with 300+ million participants
  8. 8. I am a participant. I am a planner. I am a believer. I am a supplier.
  9. 9. Sample of the 50+ awards Social Tables and its leadership have received. We envision a world where every face-to-face event achieves great things.
  10. 10. AUDIENCE QUESTION Why did you choose to come to this session?
  11. 11. 1. Understand the way technology has impacted our careers 2. Discover opportunities to advance our professional development 3. Examine strategies to manage these changes @danberger | #PCMA Learning Objectives
  12. 12. 1. Understand the way technology has impacted our careers 2. Discover opportunities to advance our professional development 3. Examine strategies to manage these changes @danberger | #PCMA Learning Objective #1
  13. 13. P2P DISCUSSION How has meeting planning changed over the past two decades?
  14. 14. Information Symmetry Planners rely on their networks and online research to learn about destinations before speaking to sales reps. Information Asymmetry Planners used to rely on hotel sales professionals for research and information. Pre-Event: Destination Sourcing
  15. 15. Pre-Event: Event Marketing Permission Marketing Marketers deliver anticipated, personal, and relevant messages to people who actually want to get them thanks to new advertising technology. Traditional Marketing Marketers used to buy email lists, mail invitations, and add everyone to their newsletters.
  16. 16. Pre-Event: Networking Online Participants have access to fellow attendees and technology matches people thanks to algorithms. On Site People let serendipity and networking sessions do all of the work.
  17. 17. An Afterthought There was no real software built for planners or event goers. Integrated Planners think about what objectives they are trying to achieve and use the technology that fits best. Pre-Event: Technology
  18. 18. Online Collaboration Information is centralized online for efficient stakeholder communication. Offline Redundancy Back-and-forth calls, emails, and faxes to coordinate events and communicate changes. Pre-Event: Working Together
  19. 19. During-Event: Educating Attendees Participants Speakers have a dialogue with participants. They use technology to engage them and apply adult learning best practices. Attendees Presenters spoke at attendees.
  20. 20. During-Event: Physically Attending Attending in the Flesh The only way to attend an event was to physically be there. Virtual Attendance Live-streaming is free and is used to build future attendance.
  21. 21. During-Event: Disseminating Information The Mobile App Real-time information is distributed digitally through an app, social, and email. The Event Guide Information, including the schedule and attendee list, was distributed through physical collateral.
  22. 22. Continuous and Regular Feedback Attendees provide feedback real-time through social media channels/surveys and planners react accordingly. One-time Evaluations Attendees would complete a survey at the end of a meeting. During-Event: Feedback
  23. 23. Post-Event: Event Lifespan Events were Finite The life of an event was limited to its allocated time. Events are Evergreen The lifespan of an event extends past its allocated time. People connect and share online afterwards.
  24. 24. Post-Event: Event ROI ROI is Measurable Events are considered a marketing product. Their impact can be measured thanks to software and hardware products. ROI was an Unknown Event and meeting spending went into a marketing black hole.
  25. 25. Post-Event: Sharing Information Information is Shared Content is distributed far and wide by speakers. It is amplified by participants through live tweeting, live streaming, and social media posting. Information was Withheld Content was held closely by speakers.
  26. 26. 1. Understand the way technology has impacted our careers 2. Discover opportunities to advance our professional development 3. Examine strategies to manage these changes @danberger | #PCMA Learning Objective #2 & 3
  27. 27. KEY THOUGHT If so much has changed in the past 20 years, what are the advances that will shape the next 20 years?
  28. 28. Where machines could replace humans—and where they can’t (yet). McKinsey.
  29. 29. Internet Trends 2017 Report. Meeker, Mary.
  30. 30. Sapiens. Hariri, Yuval Noah.
  31. 31. OBSERVATION We are becoming increasingly reliant on technology to traditional work.
  32. 32. KEY THOUGHT What can we do prepare?
  33. 33. Step 1: Relax.
  34. 34. @danberger | #PCMA Farmers, a Case Study ● In 1900, 30 million people in the United States were farmers. ● By 1990 that number had fallen to under 3 million even as the population more than tripled. ● 90% of American agriculture workers lost their jobs, mostly due to automation. ● Yet somehow, the 20th century was still seen as an era of unprecedented prosperity. How to Win with Automation (Hint: It’s Not Chasing Efficiency)
  35. 35. Step 2: Embrace.
  36. 36. Automation ● Starts with a baseline of what people do in a given job and subtracts from that. ● Deploys computers to chip away at the tasks humans perform. @danberger | #PCMA Automation vs. Augmentation Augmentation ● Starts with what humans do today and figures out how that work could be deepened rather than diminished by a greater use of machines. Adapted from Beyond Automation, HBR, 2015
  37. 37. The use of automation technologies (e. g., intelligent aids, displays, warning devices) to enhance the capabilities and compensate for the limitations of human operators. @danberger | #PCMA Human-centered automation
  38. 38. Step 3: Reimagine.
  39. 39. @danberger | #PCMA Redesigning Jobs How to Win with Automation (Hint: It’s Not Chasing Efficiency) When doctors have the world’s medical knowledge at their fingertips, they can devote more of their mental energy to understanding the patient as a person, not just a medical diagnosis. This will help them take lifestyle, family situation and other factors into account when prescribing care. This will change how doctors will interact with patients.
  40. 40. AV techs Learning partners Caterers Experience curators Meeting planners Event strategists @danberger | #PCMA What Do Redesigned Jobs Look Like In Hospitality? Hotel sales people Meeting consultants
  41. 41. The 5 Career Choices You Can Make Right Now
  42. 42. @danberger | #PCMA Step Narrowly Find a specialty within your profession that wouldn’t be economical to automate. Step In Monitor and modify the work of machines. Step Forward Take part in constructing the next generation of computing and AI tools. Step Aside Put your other intelligences (e.g. EQ) to work. Step Up Let the technology do the things that are beneath you and be more strategic. Five Options for Career Advancement
  43. 43. @danberger | #PCMA Step Up Let the technology do the things that are beneath you and be more strategic. Step Forward Take part in constructing the next generation of computing and AI tools. Step In Monitor and modify the work of machines. Step Narrowly Find a specialty within your profession that wouldn’t be economical to automate. Five Options for Career Advancement Step Aside Put your other intelligences (e.g. EQ) to work.
  44. 44. @danberger | #PCMA ● You understand your business well. ● You are the consummate improver. You have a desire to want to see things get better. ● You don’t like redundancy or repetitive work. ● You like to learn new things. ● You are a self-starter. Step Up - Is it for me? Adapted from Beyond Automation, HBR, 2015
  45. 45. @danberger | #PCMA Step Up - Examples Adapted from Beyond Automation, HBR, 2015 ● A meeting planner who has successfully executed and grown her annual programs. ● A hotel sales professional who wants to go beyond “churning and burning.” ● A meeting coordinator who has mastered their area of expertise and wants to conquer something new. ● A sourcing specialist that loves her job but wants to deepen her client relationships.
  46. 46. @danberger | #PCMA Step Up - Ideal outcome Adapted from Beyond Automation, HBR, 2015 ● Get additional responsibility in your current role. ● Be promoted to a new role inside your organization. ● Switch jobs ● Make more money ● Perform your current job better.
  47. 47. @danberger | #PCMA Step Up - L&D opportunities Adapted from Beyond Automation, HBR, 2015 ● Create a career path for yourself and set goals to get there. ● Build your personal board of advisors. ● Try new technology solutions and master the ones you choose.
  48. 48. @danberger | #PCMA Step Up Let the machine do the things that are beneath you and be more strategic. Step Forward Take part in constructing the next generation of computing and AI tools. Step In Monitor and modify the work of machines. Step Narrowly Find a specialty within your profession that wouldn’t be economical to automate. Five Options for Career Advancement Step Aside Put your other intelligences (e.g. EQ) to work.
  49. 49. @danberger | #PCMA ● You are hyper focused on development and networking ● You are a risk taker ● You are creative ● You are recognized for your special skills and abilities. Step Narrowly - Is it for me? Adapted from Beyond Automation, HBR, 2015
  50. 50. @danberger | #PCMA ● A meeting planner or supplier professional who has an industry niche (e.g. pharma or financial services) ● An event firm that has focused its value proposition on a certain persona. ● A supplier who has changed their product to resonate with a specific market Step Narrowly - Examples Adapted from Beyond Automation, HBR, 2015
  51. 51. @danberger | #PCMA Step Narrowly - Ideal outcome Adapted from Beyond Automation, HBR, 2015 ● Be known as a subject matter expert ● Connect with people because they are drawn to you by your reputation ● Be respected for your unique expertise
  52. 52. @danberger | #PCMA Step Narrowly - L&D opportunities Adapted from Beyond Automation, HBR, 2015 ● Speak at a conference ● Get a certificate within and outside the industry (PMP, HCS) ● Understand the industry and people you serve on a deeper level
  53. 53. @danberger | #PCMA Step Up Let the machine do the things that are beneath you and be more strategic. Step Forward Take part in constructing the next generation of computing and AI tools. Step In Monitor and modify the work of machines. Step Narrowly Find a specialty within your profession that wouldn’t be economical to automate. Five Options for Career Advancement Step Aside Put your other intelligences (e.g. EQ) to work.
  54. 54. @danberger | #PCMA ● You are analytical. ● You always ask why. ● You enjoy puzzles and problem solving. ● You love data ● You enjoy budgeting or personal finance Step In - Is it for me? Adapted from Beyond Automation, HBR, 2015
  55. 55. @danberger | #PCMA Step In - Examples Adapted from Beyond Automation, HBR, 2015 ● A hotel sales person who likes to help with forecasting. ● A meeting planner who enjoys budgeting. ● An event coordinator who designs and studies surveys.
  56. 56. @danberger | #PCMA Step In - Ideal outcome Adapted from Beyond Automation, HBR, 2015 ● Develop a deeper understanding of why things are they way they are ● Help improve your organization and personal productivity ● Become even more technical ● Make way more money
  57. 57. @danberger | #PCMA Step In - L&D opportunities Adapted from Beyond Automation, HBR, 2015 ● Learn statistics ● Learn about information architecture and effective presentations ● Study visual communication and learn graphic design to create infographics ● Practice giving better presentations ● Join ToastMasters
  58. 58. @danberger | #PCMA Step Up Let the machine do the things that are beneath you and be more strategic. Step Forward Take part in constructing the next generation of computing and AI tools. Step In Monitor and modify the work of machines. Step Narrowly Find a specialty within your profession that wouldn’t be economical to automate. Five Options for Career Advancement Step Aside Put your other intelligences (e.g. EQ) to work.
  59. 59. @danberger | #PCMA ● You have always been interested in computers. ● You want to understand how things work. ● You are a systems thinker. Step Forward - Is it for me? Adapted from Beyond Automation, HBR, 2015
  60. 60. @danberger | #PCMA Step Forward - Examples ● You are an individual contributor in the industry who sees opportunities to improve existing systems. ● You are in a tangential role to meeting planning (e.g. revenue management, analytics, or sales operations) ● You have automated parts of your job through new technology. Adapted from Beyond Automation, HBR, 2015
  61. 61. @danberger | #PCMA Step Forward - Ideal outcome Adapted from Beyond Automation, HBR, 2015 ● You’ll reach the top of your field if you can also think outside the box, perceive where today’s computers fall short, and envision tools that don’t yet exist. ● Create personal wealth (if it works out) ● Switch careers
  62. 62. @danberger | #PCMA Step Forward - L&D opportunities Adapted from Beyond Automation, HBR, 2015 ● Learn to code at codeacademy.com ● Create models in Excel ● Attend coding meetups ● Listen to technical podcasts or watch technical youtube talks ● Invest in crypto
  63. 63. @danberger | #PCMA Step Up Let the machine do the things that are beneath you and be more strategic. Step Forward Take part in constructing the next generation of computing and AI tools. Step In Monitor and modify the work of machines. Step Narrowly Find a specialty within your profession that wouldn’t be economical to automate. Five Options for Career Advancement Step Aside Put your other intelligences (e.g. EQ) to work.
  64. 64. @danberger | #PCMA The Value of Work Automation Will Make Us Rethink What a “Job” Really Is
  65. 65. @danberger | #PCMA ● You are a creative person by nature ● You are a social butterfly ● You are charismatic and people are drawn to you ● You love teaching and helping others. Step Aside - Is it for me? Adapted from Beyond Automation, HBR, 2015
  66. 66. @danberger | #PCMA Step Aside - Examples Adapted from Beyond Automation, HBR, 2015 ● A manager who enjoys watching people grow under them. ● A sales rep who brainstorms with her customers. ● An event manager who goes above and beyond to deliver the wow factors.
  67. 67. @danberger | #PCMA Step Aside - Ideal outcome Adapted from Beyond Automation, HBR, 2015 ● Develop the people who work for you. ● Get recognized for being an awesome boss and mentor.
  68. 68. @danberger | #PCMA Step Aside - L&D opportunities Adapted from Beyond Automation, HBR, 2015 ● Develop your soft skills ● Read the Charisma Myth, How to Win Friends and Influence People, or similar books ● Go to more networking events ● Learn more about the arts ● Get an MBA
  69. 69. We’re all born with a natural curiosity. We want to learn. But the demands of work and personal life often diminish our time and will to engage that natural curiosity. Developing specific learning habits can be a route to both continued professional relevance and deep personal happiness. -- John Coleman, Passion & Purpose
  70. 70. Learn More... socialtables.com/signup 1 (877) 973-2863 Dan Berger Founder, CEO Social Tables @danberger dan@socialtables.com

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