Future Proof Your Career in the Age of Automation

Future Proofing Your Career:
Staying Relevant in the
Age of Automation
Presented by:
Dan Berger
Founder, CEO
Social Tables

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.

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

100 employees
Raised $22 million
Founded in 2011

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

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

4,800 customers creating
2+ million events with
300+ million participants

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

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.

AUDIENCE QUESTION
Why did you choose to
come to this session?

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

careers
development
@danberger | #PCMA
Learning Objective #1

P2P DISCUSSION
How has meeting planning
changed over the past two
decades?

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

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.

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.

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

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

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.

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.

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.

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

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.

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.

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.

careers
development
@danberger | #PCMA
Learning Objective #2 & 3

KEY THOUGHT
If so much has changed in
the past 20 years, what are
the advances that will
shape the next 20 years?

Where machines could replace humans—and where they can’t (yet). McKinsey.

Internet Trends 2017 Report. Meeker, Mary.

OBSERVATION
We are becoming
increasingly reliant on
technology to traditional
work.

KEY THOUGHT
What can we do prepare?

@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)

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

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

@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.

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

The 5 Career Choices You
Can Make Right Now

@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

@danberger | #PCMA
Step Up
Let the technology do the
Step Forward
Step In
work of machines.
Step Narrowly
automate.
Step Aside
Put your other
work.

@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?

@danberger | #PCMA
Step Up - Examples
● 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.

@danberger | #PCMA
Step Up - Ideal outcome
● 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.

@danberger | #PCMA
Step Up - L&D opportunities
● 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.

@danberger | #PCMA
Step Up
Let the machine do the
Step Forward
Step In
work of machines.
Step Narrowly
automate.
Step Aside
Put your other
work.

@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?

@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

@danberger | #PCMA
Step Narrowly - Ideal outcome
● 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

@danberger | #PCMA
Step Narrowly - L&D opportunities
● 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

@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?

@danberger | #PCMA
Step In - Examples
● A hotel sales person who likes to
help with forecasting.
● A meeting planner who enjoys
budgeting.
● An event coordinator who designs
and studies surveys.

@danberger | #PCMA
Step In - Ideal outcome
● 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

@danberger | #PCMA
Step In - L&D opportunities
● 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

@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?

@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.

@danberger | #PCMA
Step Forward - Ideal outcome
● 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

@danberger | #PCMA
Step Forward - L&D opportunities
● 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

@danberger | #PCMA
The Value of Work
Automation Will Make Us Rethink What a “Job” Really Is

@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?

@danberger | #PCMA
Step Aside - Examples
● 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.

@danberger | #PCMA
Step Aside - Ideal outcome
● Develop the people who work for
you.
● Get recognized for being an
awesome boss and mentor.

@danberger | #PCMA
Step Aside - L&D opportunities
● 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

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

Learn More...
socialtables.com/signup
1 (877) 973-2863
Dan Berger
Founder, CEO
Social Tables
@danberger
dan@socialtables.com

Future Proof Your Career in the Age of Automation

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