Meetings Collaborative Paris Summit

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First, let me begin with a quick introduction to Meetings Collaborative, the company I co-founded almost a year ago with my partner John Iwaniec, to give some context as to the perspective of this presentation.Meetings Collaborativecreated to help meetings professionals more easily plan and execute successful meetings and events.We do this by combining social media tools to enable user-generated content, meta-search, and social networking to be shared among meetings professionals.These tools enable us to provide user of our site with shared knowledge on hotel recommendations.If you haven’t already done so, I encourage you to visit our site and see meetings 2.0 in action for yourself.

Here’s a very important takeaway: Social media is not a new channel. That’s a critical point to make here. Social media is a whole new way of understanding how markets work. It is an overlay that has the capacity to influence how markets work.Here’s a great quote from the ClueTrain Manifesto:“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”“People in networked markets have figured out that they get far better information and support from one another than from vendors.”This is a good place to also point out the increasing importance of authenticity in today’s markets. With the ubiquitous presence these days of both the technology devices like video phones and cameras, and the ability to post this media in real-time to an enormous audience - this level of transparency in our media means that authenticity wins. Think about how this level of transparency relates to the way consumers, or travelers, process the information they have access to.

OK, Let’s get into it!So, what is Web 2.0, anyway? And let’s keep in mind that for the purposes of this discussion, Web 2.0 and Social Media are really going to be interchangeable terms.

The NeedsMeetings professionals are confronted with increasing demand for more meetings that accommodate more attendees. There will be more demands on teams and team building. Successful outcomes will be subjected to more rigorous analysis to evaluate ROI. The AnswersMore open source information resources that enable wide-scale collaboration are needed now. The solution lies in using social media and networks to develop a truly open community portal for the Meetings Industry.

Use Web 2.0 toolsReviewsDiscussion ForumsBlogs and commentaryCreate relevant content generated by shared user knowledgeEncourage participationEstablish community

Use adaptive toolsCreate relevant contentEncourage participationEstablish a community of trustListenRespond

OK, Let’s get into it!So, what is Web 2.0, anyway? And let’s keep in mind that for the purposes of this discussion, Web 2.0 and Social Media are really going to be interchangeable terms.

In a nutshell, Social Media is the evolution from the authoritarian attitude We Know Best to the collaborative attitude You Know Best. Some examples of social media sites that you might recognize include:YouTube - an online community focused on sharing videoDigg - a social news community focused on sharing news storiesMySpace and Facebook - general social networking sites that either you, or more likely, your children, are using on a daily basis. More than 70% of Americans 15-34 years old are active users of social networking sites.Flickr - an online community focused on sharing photos.iLike - a music community where members recommend music to each otherWikipedia - an online community built around an open source encyclopediaLinkedIn - a business networking communityYelp - an online community for restaurant and nightclub reviews.Epinions – consumer reviews on all consumables.Squidoo - Fast, free and easy way to build a page on a topic you're passionate about. Earn money for charity or yourself, get traffic. More than 325,000 pages built so far.Ning – where you can create your own social network for anything.

Where did this Social Media come from?Well, we are all familiar with Broadcast Media - think about television, radio, even newspapers, magazines, CDs, DVDs, movies, etc. The theme of this media is, in a nutshell, “We tell you.”Another way you could think about this is, Push Media - content being pushed out to a passive audience. One-way communication.Interactive Media is, “Tell us what you think about what we tell you.” It enables two-way communication. The most popular show on television, American Idol (and yes, I’ll admit it, a guilty pleasure of mine) is a perfect example of interactive media - you get to vote for your favorite contestant at the end of each episode, and the winners are decided by your votes!Computer games, interactive television, mobile telephony, email, e-commerce, and Internet forums on web sites, are some additional examples of Interactive media.

Social Media is about Participation, not simply with the source of the media or platform, but specifically with other participants.Social media can be accessed and updated on demand. A broadcast channel on tv has 24 hours of programming a day. How many hours of video do you think are on YouTube? Well, we can guess. As of April 9, 2008, a YouTube search returns about 83.4 million videos and 3.75 million user channels.> Social media can be mashed up with other media. You can embed a YouTube video or Flickr photos on your own web site in seconds - try doing that with a radio segment.> It’s asynchronously interactive - I can interact with this media when I want, not when the media wants.> Its popularity is transparent - Digg tells me which news stories are the most popular in the community and amongst my friends - I can’t tell that when looking at the New York Times web site, for better or worse.> It can be produced and distributed, practically for free. How much time and money does it take to post a video to YouTube, available for all the world to see, as opposed to producing a news segment for CNN? I wonder…> And Social Media can be easily shared. I can click on a flickr photo, or send a link via facebook, or send a text using Twitter, to all my friends instantaneously. How can I do that when I’m watching a sitcom on HBO?

Social Media is about a conversation, that you can choose to join, or not.The key takeaway here is that there are also varying levels of participation, of engagement, and as with most things, generally speaking, the greater the commitment requirement, the lower the participation level.In addition, there are different kinds of value you can extract from a social media platform, depending on not only the extent of participation, but also the kind of participation - enabling a user to tag or favorite an item will generally have a higher participation rate than if you require someone to write a review or moderate a conversation.Social media environments generally follow the 80/20 rule - about 20% of users will contribute 80% or more of the content. This is normal, but it makes it incumbent upon these platforms to encourage and cater to these “prosumers” - consumers that are producing content online, and encourage them to keep up the good work!http://ross.typepad.com/blog/2006/04/power_law_of_pa.html

In the book Groundswell by Charlene Li and Josh Bernoff of Forrester, the authors point out that there are two most important principles to keep in mind when trying to understand the importance of social media. The first is that technologies change. . . Rapidly. The second is that technology, believe it or not is NOT the point. Instead, they say, it’s the forces at work that are important. That is the relationships. . . How people connect – the community that is created - determines the potential of social media. There is a fundamental emotion that drives people to connect, to create, to stay in touch and to help each other. Self expression used to be private (you made paintings, wrote poems, or wrote songs for yourself) or difficult (you struggled to sell, publish or perform those creations). Not anymore. First the tools to create and edit text, audio and video on a PC are cheap and easy for nearly anyone to use. And second, social media provides so many ways to share your work so that others can find it and consume it.Blogs (Weblogs) are personal or in some cases group journals. The blogosphere is made up of relationships between authors of journals who write, read and comment on each other’s work. Social Networking Sites and Virtual Worlds are by definition about the facilitation of relationships.Discussion Forums and Reviews are basically slow-motion conversations, enabling people to respond to each other online. Frequent posters on some forums get to know each others’ tendancies even though they may not have actually met. RSS stands for Real Simple Syndication. It is a tool that brings you updates to any blog, social network, forum or review in which you express interest by subscribing to it.

In the book Groundswell by Charlene Li and Josh Bernoff of Forrester, the authors point out that there are two most important principles to keep in mind when trying to understand the importance of social media. The first is that technologies change. . . Rapidly. The second is that technology, believe it or not is NOT the point. Instead, they say, it’s the forces at work that are important. That is the relationships. . . How people connect – the community that is created - determines the potential of social media. There is a fundamental emotion that drives people to connect, to create, to stay in touch and to help each other. Self expression used to be private (you made paintings, wrote poems, or wrote songs for yourself) or difficult (you struggled to sell, publish or perform those creations). Not anymore. First the tools to create and edit text, audio and video on a PC are cheap and easy for nearly anyone to use. And second, social media provides so many ways to share your work so that others can find it and consume it.Let’s summarize just a handful of the more important social media applicationsBlogs (Weblogs) are personal or in some cases group journals. The blogosphere is made up of relationships between authors of journals who write, read and comment on each other’s work. Social Networking Sites and Virtual Worlds are by definition about the facilitation of relationships.Discussion Forums and Reviews are basically slow-motion conversations, enabling people to respond to each other online. Frequent posters on some forums get to know each others’ tendancies even though they may not have actually met. RSS stands for Real Simple Syndication. It is a tool that brings you updates to any blog, social network, forum or review in which you express interest by subscribing to it.Mashups are applications that combine data from more than one source into a single integrated tool. An example is the use of data from Google Maps to add location information multi-site meetings.Think of these as the appliances of your future

Just how effective are social media tools? Well, not all are created equal. But survey results released this summer by the Gilbane Group show that users of these tools see good reasons for getting on the bandwagon. We’ve highlighted three areas where current users rate the respective tools as being very effective.Social NetworkingMashupsRSS

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Meetings Collaborative Paris Summit - Presentation Transcript

Meetings 2.0 Paris Summit 2008 Presented by: Chris White & John Iwaniec
Introduction • Meeting planners can use Web 2.0 tools to – tap experience of industry professionals globally – avoid trial and error on the job – get proven solutions from network of colleagues • Redefining meetings planning process by – connecting industry experts within a community of trust – using mass collaboration concepts and tools www.meetingscollaborative.com 7/10/2008 2
WHAT IS WEB 2.0? WEB 2.0 = SOCIAL MEDIA www.meetingscollaborative.com 7/10/2008 3
Web 1.0 → Web 2.0 We know best You know best www.meetingscollaborative.com 7/10/2008 4
Meet Social Media Broadcast Interactive Social Media Media Media • “We tell you” • “You tell us • “Tell each what you other” think about what we tell you” www.meetingscollaborative.com 7/10/2008 5
It’s About Participation • Accessed & updated on demand • Mashed up with other media • Asynchronously interactive • Popularity is transparent • Produced for “free” • Distributed for “free” • Easily shared www.meetingscollaborative.com 7/10/2008 6
Mass Collaboration The Power Participation Law Lead Moderate Collaborate Write Network Share Subscribe Comment Collective Collaborative Tag Favorite Intelligence Intelligence Read Low Threshold High Engagement www.meetingscollaborative.com 7/10/2008 7
World Internet Use Latin America/ Caribbean 10% Middle East Oceania / Australia North America 3% 1% 18% Africa 4% Europe 27% Asia 38% www.meetingscollaborative.com 7/10/2008 8
Social Media NOW United United France Germany Japan South States Kingdom Korea Blogs 25% 10% 21% 10% 52% 31% Social Sites 25% 21% 3% 10% 20% 35% Forums 18% 12% 11% 15% 22% 7% Reviews 25% 20% 12% 28% 38% 16% RSS 8% 3% 5% 4% 0% 1% Source: Forrester Research, 2007 Technographics surveys Percentage of world population by selected countries www.meetingscollaborative.com 7/10/2008 9
Fundamental Principles • It is not all about the technology – Technologies change. . . Technology rapidly • It is about relationships Social – How people connect Media – Community created Community – Determines potential for social media • It is about appliances www.meetingscollaborative.com 7/10/2008 10
But Are They Effective? 48% Mashups 9% 21% Blogs 10% 35% Wikis 10% 59% Social Networking 14% 40% RSS Rate Very Effective 16% Currently Use 37% News Groups/Forums 23% 64% Web Conferencing 74% 58% Websites 100% 72% Email 100% 0% 20% 40% 60% 80% 100% 120% www.meetingscollaborative.com 7/10/2008 11
Smarter Markets • A powerful global conversation has begun • People are discovering new ways to share relevant knowledge with blinding speed • People in networked markets get better information from one another than from vendors www.meetingscollaborative.com 7/10/2008 12
WHAT ABOUT MEETINGS? www.meetingscollaborative.com 7/10/2008 13
Meeting The Need • More meetings • More attendees • More team building • More rigorous assessments www.meetingscollaborative.com 7/10/2008 14
Primary Components Reviews Discussion Commentary Community of Knowledge Users www.meetingscollaborative.com 7/10/2008 15
Our Approach • Engage with user- friendly Web site • Aggregate relevant content • Enable participation • Establish community www.meetingscollaborative.com 7/10/2008 16
12 Month Goals • 20,000 users Users • Active interaction in discussion forums • 20,000 reviews Reviews • Aggregated reporting of best in class Verticals • 12 verticals www.meetingscollaborative.com 7/10/2008 17
Next Steps • Visit • Register • Review • Let’s put our heads together! www.meetingscollaborative.com 7/10/2008 18
Take Aways • Social Media – Use is growing – Effective appliances – Community by design • Trends – Purposeful information sharing – Just in time business solutions • Time is now for meetings industry adoption www.meetingscollaborative.com 7/10/2008 19
QUESTIONS? john@meetingscollaborative.com www.meetingscollaborative.com 7/10/2008 20