Dan BergerCEOSocial TablesOctober 2017
IMEX-MPI-MCI FUTURE LEADERS FORUMIMEX AMERICA 2017 – LAS VEGAS, NV
How to Stay Relevant in the Age of Automation
Futureproofing Your Career:
Sample of the 40+ awards Social Tables and its leadership have received.
We envision a world where every face-to-face event achieves great things
● Understand the way technology has impacted our industry
● Discover opportunities to advance our professional development
● Examine strategies to manage these changes
@danberger | #IMEX17
Learning Objectives
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 spanned 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.
● Understand the way the technology has impacted our careers
● Discover opportunities to advance our professional development
● Examine strategies to manage these changes
@danberger | #IMEX17
Learning Objectives
KEY THOUGHT
If so much has changed in the past in 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.
@danberger | #IMEX17
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.
It deploys computers to chip away at the tasks humans perform.
@danberger | #IMEX17
Automation vs. AugmentationAugmentation means starting with what humans do today and figuring out how that work could be deepened rather than diminished by a greater use of machines.
Adapted from Beyond Automation, HBR, 2015
Human-centered automation is a term used to characterize 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 | #IMEX17
Human-centered automation
@danberger | #IMEX17
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.
@danberger | #IMEX17
What Do Redesigned Jobs Look Like In Hospitality?
Hotel sales people Meeting consultants
Meeting planners Event strategists
Caterers Experience curators
AV techs Learning partners
@danberger | #IMEX17
Step NarrowlyFind a specialty within your profession that wouldn’t be economical to automate.
Step InMonitor and modify the work of machines.
Step ForwardTake part in constructing the next generation of computing and AI tools.
Step AsidePut your other intelligences (e.g. EQ) to work.
Step UpLet the technology do the things that are beneath you and be more strategic.
Five Options for Career Advancement
@danberger | #IMEX17
Step UpLet the technology do the things that are beneath you and be more strategic.
Step ForwardTake part in constructing the next generation of computing and AI tools.
Step InMonitor and modify the work of machines.
Step NarrowlyFind a specialty within your profession that wouldn’t be economical to automate.
Five Options for Career Advancement
Step AsidePut your other intelligences (e.g. EQ) to work.
@danberger | #IMEX17
● You are the consummate improver. A self-starter. 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.
Step Up - Is it for me?
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
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.
Step Up - Examples
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
Step Up - Ideal outcome
Get additional responsibility in your current role.
Be promoted to a new role inside or outside of your organization.
Perform your current job better.
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
● 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.
Step Up - L&D opportunities
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
Step UpLet the machine do the things that are beneath you and be more strategic.
Step ForwardTake part in constructing the next generation of computing and AI tools.
Step InMonitor and modify the work of machines.
Step NarrowlyFind a specialty within your profession that wouldn’t be economical to automate.
Five Options for Career Advancement
Step AsidePut your other intelligences (e.g. EQ) to work.
@danberger | #IMEX17
● You are hyper focused on development and networking
● You are a risk taker
● You are creative
Step Narrowly - Is it for me?
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
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 strategy and return.
A supplier who has changed their product to resonate with a specific market
Step Step Narrowly - Example
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
Be known as a subject matter expert
Connect with people because they are drawn to you by your reputation
Step Narrowly - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
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
@danberger | #IMEX17
Step UpLet the machine do the things that are beneath you and be more strategic.
Step ForwardTake part in constructing the next generation of computing and AI tools.
Step InMonitor and modify the work of machines.
Step NarrowlyFind a specialty within your profession that wouldn’t be economical to automate.
Five Options for Career Advancement
Step AsidePut your other intelligences (e.g. EQ) to work.
@danberger | #IMEX17
● You are analytical.
● You always ask why.
● You enjoy puzzles and problem solving.
Step In - Is it for me?
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
A sales person who likes to help with forecasting.
A meeting planner who enjoys budgeting.
An event coordinator who designs and studies surveys.
Step In - Example
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
Develop a deeper understanding of why things are they way they are to help improve your productivity
Step In - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
Step In- L&D opportunities
● Learn statistics
● Learn about information architecture and presentations
● Study visual communication and learn graphic design to create infographics
● Practice giving better presentations
● Join ToastMasters
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
Step UpLet the machine do the things that are beneath you and be more strategic.
Step ForwardTake part in constructing the next generation of computing and AI tools.
Step InMonitor and modify the work of machines.
Step NarrowlyFind a specialty within your profession that wouldn’t be economical to automate.
Five Options for Career Advancement
Step AsidePut your other intelligences (e.g. EQ) to work.
@danberger | #IMEX17
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
@danberger | #IMEX17
You have automated parts of your job through technology and automation.
Step Forward - Example
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
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.
Step Forward - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
Step Forward - L&D opportunities
Adapted from Beyond Automation, HBR, 2015
● Learn to code at codeacademy.com
● Attend coding meetups
@danberger | #IMEX17
Step UpLet the machine do the things that are beneath you and be more strategic.
Step ForwardTake part in constructing the next generation of computing and AI tools.
Step InMonitor and modify the work of machines.
Step NarrowlyFind a specialty within your profession that wouldn’t be economical to automate.
Five Options for Career Advancement
Step AsidePut your other intelligences (e.g. EQ) to work.
@danberger | #IMEX17 Automation Will Make Us Rethink What a “Job” Really Is
@danberger | #IMEX17
● 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
@danberger | #IMEX17
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.
Step Aside - Example
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
Develop the people who work for you.
Get recognized for being an awesome boss and mentor.
Step Aside - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
@danberger | #IMEX17
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
● 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
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