Dan BergerCEOSocial TablesJune 2017

How to stay relevant in the age of automation

Futureproofing Your Career:

SAY HELLO.

Introduce yourself to someone new.

(2 minutes)

AUDIENCE QUESTION

Why did you choose to come to this session?

● Your time is valuable. You’re free to leave any time.

● No one knows everything. Questions welcome whenever.

● Spread the knowledge. Take as many photos and share.

Interact with me and the audience...

● me on twitter = @danberger

● hashtag = #WEC17

@danberger | #WEC17

Presenter-Audience Agreement

I am a participant.

I am a planner.

I am a supplier.

100 employees

Raised $22.6 million

Founded in 2011

Boost event sales overnight.

Sales Success Platform

Fuel demand. Attract Fortune 500

planners with the space search engine.

Destination

Win more.Negotiate faster with

personalized proposals.

Propose→

Grow bookings. Engage qualified

planners with interactive content marketing.

Convert→

Deliver better.Create accurate setups

that lead to repeat business.

Diagram→

Announce free Social Tables for planners...

● Launched Tuesday!● Free diagramming capability● 100% accurate floorplans● 181,000 unique event spaces ● Live collaboration● 700+ custom objects

4,350 customers creating

2 million events with

250 million participants

I am a participant.

I am a planner.

I am a believer.

I am a supplier.

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 the technology has impacted our careers

● Discover opportunities to advance our professional development

● Examine strategies to manage these changes

@danberger | #WEC17

Learning Objectives

● Understand the way the technology has impacted our careers

● Discover opportunities to advance our professional development

● Examine strategies to manage these changes

@danberger | #WEC17

Learning Objectives

P2P DISCUSSION

How has meeting planning changed over the past two decades?

(2 minutes)

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 | #WEC17

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.

Internet Trends 2017 Report. Meeker, Mary.

Sapiens. Hariri, Yuval Noah.

OBSERVATION

We are becoming increasingly reliant on technology to do work.

KEY THOUGHT

What can we do prepare?

Step 1: Relax.

@danberger | #WEC17

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)

Step 2: Embrace.

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 | #WEC17

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 | #WEC17

Human-centered automation

Step 3: Reimagine.

@danberger | #WEC17

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 | #WEC17

What Do Redesigned Jobs Look Like In Hospitality?

Hotel sales people Meeting consultants

Meeting planners Event strategists

Caterers Experience curators

AV techs Learning partners

The 5 Career Choices You Can Make Right Now

@danberger | #WEC17

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 | #WEC17

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 | #WEC17

● You understand your business well

● 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 | #WEC17

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 | #WEC17

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 | #WEC17

● 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 | #WEC17

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 | #WEC17

● 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 | #WEC17

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 | #WEC17

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 | #WEC17

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 | #WEC17

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 | #WEC17

● 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 | #WEC17

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 | #WEC17

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 | #WEC17

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 | #WEC17

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 | #WEC17

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 | #WEC17

You have automated parts of your job through technology and automation.

Step Forward - Example

Adapted from Beyond Automation, HBR, 2015

@danberger | #WEC17

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 | #WEC17

Step Forward - L&D opportunities

Adapted from Beyond Automation, HBR, 2015

● Learn to code at codeacademy.com

● Attend coding meetups

@danberger | #WEC17

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 | #WEC17 Automation Will Make Us Rethink What a “Job” Really Is

@danberger | #WEC17

● 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 | #WEC17

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 | #WEC17

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 | #WEC17

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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Staying in touchtwitter: @danberger

snapchat: @danjberger

email: dan@socialtables.com

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