ASAE - The Future of Meetings & the Benefits of Experience Mapping

1. #ASAE14
Master Mind: The Future
of Meetings & the Benefit
of Experience Mapping
August 12, 2014
9:00 – 10:00 AM
hashtag: #asae14 LJ6

2. #ASAE14

3. #ASAE14
How many of you have
read something on your
post show survey that if
you had known, you
could have fixed onsite?

4. #ASAE14
A Simple But Radical Concept
• We will no longer wait to assess an
attendee’s event experience by surveying
after the event, when the experience is over.
• Instead, we will assess attendee satisfaction
throughout the event journey and make sure
attendees are satisfied.
• We will use data to change the experience
attendees have so they achieve their
professional objectives.

5. #ASAE14
We Want to Shape the
Future While We React to the
Present
• Big data and cloud computing are the future –
where data collection and interpretation are
heading.
• Gathering data to make more strategic decisions
enables us to affect the trajectory of a strategy/
concept (proactive vs. reactive).
• Using attendee data to map the journey
attendees have at events gives us the unique
opportunity to actually shape the journey.

6. #ASAE14
How?
• If an attendee is having a good experience, we
can use data to engage and make it a GREAT
experience (fulfilling the brand promise).
• If someone is having a poor experience, we can
interrupt the journey and repair and elevate it
(recover and enhance the brand experience).
• In effect, we can change the outcome attendees
have at events!

7. #ASAE14
How Do You Track
Attendees
Experiences?

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Attendee View

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Back End View

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New Issue Monitoring
Dashboard

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Beta Testing- Great Ideas
Results
• 70 Beta Testers- 14% of Conference Attendees
• 28 questions
• 43 text, 27 email
• Saw a decrease in responses on the final day
• 66% average response rate vs. 49% for post
show evaluations
• First day- 85% response rate

12. #ASAE14
Beta Testing- Great Ideas
Results

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Post Show Evaluations vs.
Experience Mapping
• Generally very similar results
• 70% of the questions that matched, Experience
Mappers had slightly higher satisfied/happy
responses
• For recommending the conference to others,
Experience Mappers were more likely to
recommend.

14. #ASAE14
Future Vision
• Incorporation into the app
• Questions prompted based on what
the attendee is doing at that time
• Do we need post show evaluations?
• A database where ASAE members
can compare their members
experiences with other like
associations

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What Effect Will This
Have on You?

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Listen to the Data

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Who Uses This?
• Enhance and improve your existing
events
• Build new, customized events
• Proactively engage your attendees
• Create evangelists and grow
attendance

18. #ASAE14
Producing
• Next step in planner skillset evolution
• Adding a new layer to existing planner
skills
• In some places – a new role
• In other places – part of your current
job

19. #ASAE14
Growing from Planner to
Producer
Planner
Producer
Execu,on
of
Plan
+
Crea,ng
the
Vision
Annual
Events
+
Translate
Targeted
Events
for
New,
Key
Audiences
Flawless
Logis,cs
+
CraFing
AGendee
Experience
Manage
BoGom
Line
+
Focus
on
Event
Growth
Deliver
a
Successful
Event
+
Sees
Events
as
Integral
to
the
Success
of
the
Organiza,on

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New Skills
• Translating and Curating
• Learning Theory
• Design Thinking
• Audience Statement Development
• Organizational Vision
• Product Development

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• Photo of eating on floor

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Summary
• Collecting real time experience of
attendees and allowing us to
proactive instead of reactive.
• Change the attendee experience for
the positive.
• Allows us to identify gaps in our
meeting and allows us to get closer
to perfection.

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And Shoot for the Moon

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Contact us
John Parke, CMP
President & Chief Executive Officer
Leadership Synergies LLC
jparke@leadershipsynergies.com
608-367-6632
Beth Surmont, CMP
Senior Manager, Strategic
Programs
IEEE Meetings, Conferences, &
Events
b.surmont@ieee.org
732-562-3985
Allison Wachter, CEM
Director, Registration &
Exhibitions
ASAE
awachter@asaecenter.org
202-626-2817