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Shift Happens: ROI Measure What Matters Most
 

Shift Happens: ROI Measure What Matters Most

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James Feldman of Shift Happens' speech for Meeting Place Mexico 2011 in Puerto Vallarta Mexico. Given to meeting planners and members of the hospitality industry in Mexico to show that ROI isn't just ...

James Feldman of Shift Happens' speech for Meeting Place Mexico 2011 in Puerto Vallarta Mexico. Given to meeting planners and members of the hospitality industry in Mexico to show that ROI isn't just your Return on Investment in terms of capitol, but also your ROI in terms of customer care, repeat business, employee retention, etc. This presentation has some Spanish subtitles. www.shifthappens.com

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  • With the pressures of globalization, increased competition, and the continually acceleration information explosion, the the need for Next Gen Events to exchange knowledge, gain fresh perspectives, build networks, and nuturerelaitonships has never been greater.
  • The new normal is reduced event budgets, independent of the downturn, traditional in-person events face the challenges in delivering their intended business impact, including a lack of scheduling flexibility, a one size fits all approach to diverse attendee interests, and a one shot single point in time orientation that doesn’t meet organizer or attendees needs for ongoing interactions. If you can fix all of that you will be a rock star.
  • Once you have blown it up you can start fresh
  • Many of the challenges associated with in-person events can be overcome by augmenting a traditional event with a wide range of technology-enabled enhancements to create a Next-Generation Event.
  • Traditional in-person events limits attendee choices to going or not going, a Next Generation Event expands the choices to a broad spectrum of options for when, where, and how to participate. For the event organizer, this translates into expanded participation, increased effectiveness, and reduced costs.
  • Once you have blown it up you can start fresh
  • Once you have blown it up you can start fresh
  • Even companies starting from scratch (blew it up) have begun using web conferencing etc but few have done so on a large scale or for extended duration events. It’s time to boost the event’s reach, richness, and effectiveness.
  • When participants spend time at an event they send messages about what they want to receive based on their interests, wants and preference. By participating they are inclined to respond consistent with their interests.Are you listening?
  • It’s all about developing highly focused objectives and results that are more likely to motivate participants at a time when they are likely to take action
  • No event is an island. It is important to integrate an organization’s event strategy with its overall communication strategy for both internal and external audiences. For instance Social Media can greatly facilitate ‘buzz’ within the target audience around topics of interest, independent of specific events, and then stimulate higher attendance for external events..
  • It’s all about developing highly focused objectives and results that are more likely to motivate participants at a time when they are likely to take action

Shift Happens: ROI Measure What Matters Most Shift Happens: ROI Measure What Matters Most Presentation Transcript

  • Customized ROI:Measuring What Matters Most
    Midiendo lo queval mas
  • How am I going to make you a ROCK STARto your CEO?
    Como tevoy a aserunaestrella de rock para to jefe?
  • To survive change we must innovate…
    Forget everything we know
    Live in the future
    Appreciate WISDOM
    Forget permanence
    Change ourfocus
    Get excited and accept risk
    Think ‘Clear and Present’ Opportunities
    Para sobrevivirdebemoscambir…
  • Expand your audience
    • Old model was a physical presence at the main venue.
    • New model is that experience extends to Regional Hubs and Small Group Sites.
    • They want a choice.
    • They want to be engaged.
    Abretuaudencia
  • The internet has changed the way we do things.
    Visualization overshadows all other senses.
    The more you engage actively with the participants the more knowledge is created.
    El internet asecambioscomonosotrosasemoscosas.
  • You need to prove ROI.Technology can help.
    Debesprobarte el ROI.
    Technologiatepuedeayudar.
  • Participatory learning for audience type:
    Complexity of event
    One hour seminar is less complex than a three-day conference
    More Horizontal Structures
    Peer to peer
    More collaboration
    Informal and Formal Opportunities
    Preparte y aprendeparatipoaudencia:
  • What are the barriers?
    It’s a shift… and how you change depends on your audience.
    Organizers releasing control and letting things grow organically.
    Money is always an issue.
    Interdisciplinary ground rules.
    Quales son tusbarreras?
  • Why do we focus on education and talking heads?...and passive listeners?
    Industry & styles all SHIFT over time.
    Conferences & events, have virtually remained the same. WHY?
    Porquenosenfocamos en la education y cabezasablando?
  • We are still in a clone culture. It’s time to SHIFT our thinking.
    Todaviaestamos en la coltura del clon.
    Estiempoparacabiacomopensamos.
  • You need to dispel old MYTHS
    Tudebes de desase ideas vijas
  • Myths
    • Too Hard – NOT - There is a system and process
    • Not Possible for SOFT events
    • Only Applicable for Corporate - Good for providing necessary value
    • Too Expensive - Do it for small percentage of events.
    • Can’t isolate the influence of various factors.
    Ideas vijas
  • What Do YOU Measure?
    Quees lo quemides?
  • How Do You Communicate?
    Tweet about this speech:
    #ShiftHappens
    Como tecomunicas?
    • 87% of US population are mobile users
    • 98% of all mobile handsets in the US have SMS capabilities
    • 68.7 million US Citizens use SMS and text services
    • SMS users are twice that of active email users
    • In 2009 over 75 billion SMS were sent monthly in US.
  • It’s time to talk in the language of business
    This is not a secret language. It must be the ‘voice’ of everyone in attendance including the planners.
    Estiempo de ablar el lenguaje de negocios
  • Embrace ROI
    RETURN ON IDEAS
    Abras ROI
  • Embrace ROI
    • Immediate
    • Affordable
    • Effective
    • Targeted
    • Interactive
    • Easily Integrated
    • Measureable
    • Viral
    Abrasa ROI
  • What questions can I ask today that will get me better ROI than yesterday?
    • Who is my audience?
    • What VALUE or specific benefit do I deliver to my prospects or customers?
    • What objectives am I trying to achieve with this event/event?
    • How will I measure my programs?
    • Did I focus on the primary objective?
    • Did I pick the right partner(s)?
    Quepreguntoahoraque me qyudara a mejorar ROI ayer?
  • Focus On Results
    Enfocate en resultados
  • Focus on Planning
    Enfocate en planiar
  • Focus on Evaluation
    Enfocate en evaluacion
  • Focus on the VALUE of the Event
    Enfocate el valor del evento
  • What do you measure?
    Entertainment
    Learning
    Change Management
    Driving Business
    Employee Retention
    Quees lo quemides
  • Education
    Education is an active thing.
    It is a process.
    You have to do something with the information.
    Educacion
  • Education is not just facts, figures & opinions.Thinking is critical.
    Educacion no esfactos, figuras o opiniones.
    Pensaescritico.
  • Your attendees want to be engaged.
    Tweet unto others as you want others to Tweet unto you.
    Tuaudenciaquerensenconprometidos.
    Tweet about it
    #ShiftHappens
  • Transition to a networked learning. Be interactive without walls.
    Unatransision al networesaprendar.
    Se interactivo in paredes.
  • Difference between engaged and participation?
    Diferecia entre compromisoyyparticipar?
  • You have to be engaged to participate.
    Debecomprometereparaparticipar.
  • #1 Reaction/Satisfaction
    This is the normal measure
    #1 – Reacion/satisfacion
  • #2 Learning
    Should be measured 80%-90% of event
    #2 - Aprender
  • #3 Application
    Post Conference Measure: How did they implement what they learned?
    How did it benefit our business?
    #3 - Applicacion
  • #4 IMPACT
    Did Shift Happen?
    #4 - Impacto
  • #5 It’s about $$$
    5% of event ROI is about money.
    It should only be the goal for about 5% or less of your events.
    #5 – Estodo de $$$ dinero
  • This is YOUR future
    SHIFT to your participants. Focus on 10 minute chunks of information or ‘WOW!’ Make participants feel more connected and engaged.
    Este estufuturo
  • @ShiftHappensNow
    http://www.linkedin.com/in/jamesfeldman
    http://www.youtube.com/user/jimfeldman
    http://www.facebook.com/pages/Shift-Happens/200897355099
    Tweet about this speech using #ShiftHappens
    Join the conversation