futureproofing your career: staying relevant in the age of automation

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  1. 1. Dan Berger CEO Social Tables October 2017 IMEX-MPI-MCI FUTURE LEADERS FORUM IMEX AMERICA 2017 LAS VEGAS, NV How to Stay Relevant in the Age of Automation Futureproofing Your Career:
  2. 2. I am a participant. I am a planner. I am a supplier.
  3. 3. 100 employees Raised $22.6 million Founded in 2011
  4. 4. Free diagramming from Social Tables
  5. 5. 4,350 customers creating 2 million events with 250 million participants
  6. 6. I am a participant. I am a planner. I am a believer. I am a supplier.
  7. 7. 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
  8. 8. 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
  9. 9. P2P DISCUSSION How has meeting planning changed over the past two decades? (2 minutes)
  10. 10. 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
  11. 11. 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.
  12. 12. 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.
  13. 13. 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
  14. 14. 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
  15. 15. 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.
  16. 16. 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.
  17. 17. 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.
  18. 18. 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
  19. 19. 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.
  20. 20. 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.
  21. 21. 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.
  22. 22. 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
  23. 23. KEY THOUGHT If so much has changed in the past in 20 years, what are the advances that will shape the next 20 years?
  24. 24. Where machines could replace humansand where they cant (yet). McKinsey.
  25. 25. Internet Trends 2017 Report. Meeker, Mary.
  26. 26. Sapiens. Hariri, Yuval Noah.
  27. 27. KEY THOUGHT What can you to prepare?
  28. 28. Step 1: Relax.
  29. 29. @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: Its Not Chasing Efficiency)
  30. 30. Step 2: Embrace.
  31. 31. 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. Augmentation Augmentation 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
  32. 32. 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
  33. 33. Step 3: Reimagine.
  34. 34. @danberger | #IMEX17 Redesigning Jobs How to Win with Automation (Hint: Its Not Chasing Efficiency) When doctors have the worlds 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.
  35. 35. @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
  36. 36. The 5 Choices You Can Make Right Now
  37. 37. @danberger | #IMEX17 Step Narrowly Find a specialty within your profession that wouldnt 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
  38. 38. @danberger | #IMEX17 Step Up Let the technology do the things that are beneath you and be more strategic. Step Forward Take part in constructing the next generation of computing and AI tools. Step In Monitor and modify the work of machines. Step Narrowly Find a specialty within your profession that wouldnt be economical to automate. Five Options for Career Advancement Step Aside Put your other intelligences (e.g. EQ) to work.
  39. 39. @danberger | #IMEX17 You are the consummate improver. A self-starter. You have a desire to want to see things get better. You dont like redundancy or repetitive work. You like to learn new things. Step Up - Is it for me? Adapted from Beyond Automation, HBR, 2015
  40. 40. @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
  41. 41. @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
  42. 42. @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
  43. 43. @danberger | #IMEX17 Step Up Let the machine do the things that are beneath you and be more strategic. Step Forward Take part in constructing the next generation of computing and AI tools. Step In Monitor and modify the work of machines. Step Narrowly Find a specialty within your profession that wouldnt be economical to automate. Five Options for Career Advancement Step Aside Put your other intelligences (e.g. EQ) to work.
  44. 44. @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
  45. 45. @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
  46. 46. @danberger | #IMEX17 Be known as a subject matter expert Connect with people because they are drawn to you by your reputation