Mobilising Events on the Edge
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Presentation to the PCO Association Conference 2011 from Marie-Claire Andrews, CEO of SmartShow Ltd (the creators of ShowGizmo)
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Mobilising Events on the Edge
- 1. PCO Conference 2011 Marie-Claire Andrews, SmartShow Ltd (ShowGizmo) Mobilising Events on the Edge: Cultural Influences on Innovation
- 2. Mobile is Now – There are more people with mobile phones than have access to running water – Mobile is the ‘seventh of the mass media’ • print, recordings, radio, tv, film, internet – Penetration over 80% in some verticals – By 2013, mobile phones will overtake PCs as the most common web access device worldwide
- 3. Challenges – Event production cycles versus technology and communication developments • choosing the right supplier/building your own – Measuring return on investment – Integration with other investments in technology – Stakeholder buy in • first, understanding their motivations
- 4. Background – Launched in July 2010 – Official event app: Confex, AIME, GIBTM… – HQ in NZ (Marketing, Production, Dev) – V4.0 out now – 60 events to date, 200+ in pipeline – UK, US, Denmark, Kenya, Middle East, NZ, Aus
- 8. (1) Tyranny of Distance – Compete hard for international visitors – Perceptions – expensive/dangerous – Build communities – Extend shelf life of events
- 9. (2) Small Scale – Events, budgets, populations smaller – Mobile is ‘as well as’ – 2 degrees of separation - reputation matters – Typical PCOs – not UBM, Informa – 20 events – Pricing – Agents/Representatives – in market support – Internal resource load minimised
- 10. (3) Boomer Decision Makers – Event attendees younger – disconnect – Facebook a new scary challenge – Long held relationship with the event – proud of the brand that has been built up – Ease of use – Well articulated business benefits (no geeks) – Reliable
- 11. (4) National Psyche: Independent – Wary of gloss – First inclination to build our own (or buy local) – Look for providers with whom you can build a relationship – Suppliers: patronise at your peril!
- 12. Answers! Well, advice… – Event/Technology Cycle mis-alignment: Be light on your feet • Look for speedy deployment • Think long term but just do it short term! • Long term relationship with suppliers – get them to come to the party • Find an internal champion who gets it
- 13. Answers! Well, advice… – Measuring ROI: Get new measures • First event – just try it. Second – use it. Third – part of the wallpaper. • Relevance is a measure • Mix objective with subjective
- 14. Answers! Well, advice… – Integration with other tech: Alignment is fine • Suppliers are chasing the integration grail • Use targeted communications to emphasis the different benefits
- 15. Answers! Well, advice… – Stakeholder buy-in: Strategise • Same way each tech investment has an objective • Find an internal champion
Editor's Notes
- “at the start of this year we had 4.6billlion mobile phone subscriptions on the planet, for a population of 6.8 billion people That is literally a mobile phone subscription for two out of every three people on the planet. There are more people with mobile phones than have access to running water. More mobile phone subscribers on the planet than use a toothbrush…mobile has spread so rapidly that there was a mobile phone for two thirds of the planet at the start of this year and will be for 75% of planet earth’s population by the end of this year’Ahonen (him again) coined the term ‘seventh of the mass media’ to describe mobile phones – the other six are…..And it is, in fact, a new medium. If you think about mobile not so much in terms of hardware and apps, but rather in terms of an entirely new communications channel you can begin to see the opportunity for our industry.Mobile offers the best of all the other channels AND makes it personal for each person. With mobile, you have a channel with which to interact with your attendees, deliver advertising in context and enrigh the event experience for everyone. Mobile is the only mass medium that is truly one-on-one – the only one that passes the pocket test: what other devices are you willing to carry around with you at all times.So the ubiquitous mobile phone is evolving, adapting and learning new stuff. It’s getting SMART. (online, integrated with business and social systems…your umbilical cord to the world)A 2010 survey of 1000+ business travelers conducted by Deloitte reported that 48 percent of respondents owned a web-enabled smartphone. However, business travelers who are 18-29 years old or with an income of more than 150,000 are far more likely to own one (84% and 63% respectively)And in certain vertical markets smartphone use already exceeds 80% - medical professionals, lawyers, real estate professionals and sales proffs are all heavy users of smartphones.FINAL QUOTE – BY 2013…. By 2013, mobile phones will overtake PCs as the most common Web access device worldwide (and remain)
- Typical event – at least annually. Tech developments – speed of code! We’re on version 4 within a year. Facebook everywhere, events only just using well. Twitter moved from chatter to acceptable communications channel. Augemented reality coming now. QR codes been around for years, just being used in event. Moving to NFC soon….AND buy or build? Can anyone really have what I want Measuring return on investment – what are the right measures? Objective eg uptake, clicks, leads? Subjective eg feedback, buzz? And when learning to communicate and mobilise events is priority, perhaps success in the first instance is just doing it. At what price?Integration – registration systems, lead capture, third party bar code scanners (income stream). Not just the technical alignment but the comms and logistics that go with it.Stakeholder buy in – moving to the pull not the push. What are the triggers that will increase engagement? Gamification? Tangible incentives? (whole new language!) And while on topic – worth checking in on that stakeholder group again, has your association membership demographic moved…younger…????)
- Stories to help you consider how to address those challenges and some suggestions as to the answers
- Population size – just over 4 million people in space the same as UK, making it one of the world’s least-crowded countries. New Zealand’s indigenous Māori, a Polynesian people, make up around 15 percent of the population.Smartphone penetration 35% normal populationKnown for sheep, nature, wineInventions – Rutherford (split the atom), JetPack, Jet boat (bungy yes too)Pioneer – only two generations since hacking the bush down to make a homeProud – made it what it is, seen as poor cousin to english colonialsOne city – rest are towns and villages, spread out!
- Population 22 million,1912 – Tank – A South Australian named Lance de Mole submitted a proposal to the British War Office, for a 'chain-rail vehicle which could be easily steered and carry heavy loads over rough ground and trenches' complete with extensive drawings. The British war office rejected the idea at the time, but De Mole made several more proposals to the British War Office in 1914 and 1916, and formally requested he be recognised as the inventor of the Mark I tank. The British Royal Commission on Awards to Inventors eventually made a payment of £987 to De Mole to cover his expenses and promoting him to an honorary corporal.[23]Source WikipediaThe two dudes are Burke and Wills
- In 2010, Bahrain's population grew to 1.234 million, of which more than 666,172 (54%) were non-nationals,[1] up from 1.05 million (517,000 non-nationals) in 2008.[85] Though a majority of the population is ethnically Arab, a sizable number of people from South Asia live in the country. In 2008, approximately 290,000 Indian nationals lived in Bahrain, making them the single largest expatriate community in the country.[86]According to a January 2006 report by the United Nations Economic and Social Commission for Western Asia, Bahrain has the fastest growing economy in the Arab world.[76] Bahrain also has the freest economy in the Middle East and is tenth freest overall in the world based on the 2011 Index of Economic Freedom published by the Heritage Foundation/Wall Street Journal, .[77]In 2008, Bahrain was named the world's fastest growing financial center by the City of London's Global Financial Centres Index.[76][76] Bahrain's banking and financial services sector, particularly Islamic banking, have benefited from the regional boom driven by demand for oil.[76] In Bahrain, petroleum production and processing account for about 60% of export receipts, 60% of government revenues, and 30% of GDP.
- What they all have in commonSome small challenges that each market faces – that mobilising events can address.
- Hard to buy local – no vc – no large companiesEducation needed – but not patronisingQr codes barely started here