Showcase of the world's top meetings and how to innovate like them
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This document outlines ways that events can innovate by leveraging different types of assets, including money, information, attention, relationships, experience, and identity. It discusses how top events trade these assets with key stakeholders like speakers, sponsors, and attendees. The document provides examples of how events innovated their business models, experiences, and exchanges of assets. It concludes by posing questions to help apply these concepts to further innovate a meeting or event. The overall message is that events should view themselves as platforms that trade various assets, not just services or money.
Showcase of the world's top meetings and how to innovate like them
- 1. hello@laurenthaug.com © 2017 Showcase of the world’s most innovative meetings Laurent Haug hello@laurenthaug.com 56th ICCA Congress Prague, Czech Republic 14 November 2017
- 2. hello@laurenthaug.com © 2017 Founder of Lift conference (exit in 2012) Organizer, curator, speaker, moderator, emcee Now experimenting with smaller formats with www.200ideas.com
- 3. hello@laurenthaug.com © 2017 Working on a book called Come Together that lead me to interview the people running the world’s top events. www.come-together.co
- 4. hello@laurenthaug.com © 2017 Innovative events? What is innovation at events?
- 5. hello@laurenthaug.com © 2017 SpotMe Is it apps like SpotMe?
- 6. hello@laurenthaug.com © 2017 Second Life Is it virtual events?
- 7. hello@laurenthaug.com © 2017 Facebook Oculus VR Is it being together despite the physical distance?
- 8. hello@laurenthaug.com © 2017 What is a meeting? First: let’s define a couple of things, starting with the word “meeting”. What is a meeting?
- 9. meeting event symposium congress forum festival sports museum concert school airport store For the sake of this presentation, meeting = event = symposium = place where people gather to interact.
- 10. hello@laurenthaug.com © 2017 What is innovation? Another word in need of definition: innovation
- 11. hello@laurenthaug.com © 2017 Is innovation an app? If you ask anyone inside a large organization to come up with an innovative idea, chances are they will say “my idea is an app that…”
- 12. hello@laurenthaug.com © 2017 For every technological solution (in this case: a drone for exam surveillance)…
- 13. hello@laurenthaug.com © 2017 Source: Le Figaro … there is a low cost alternative, like these anti-cheating hats from Thailand.
- 14. hello@laurenthaug.com © 2017Source: Reddit In the West we install ticket dispensers to manage queues, but some people are smarter than that.
- 15. hello@laurenthaug.com © 2017 Sometimes innovation is to remove technology, like Balestrafic did asking drivers to stop depending on GPS technology. Everyone has GPS, so getting rid of it is the only way to stand out!
- 16. hello@laurenthaug.com © 2017 Supermarket Amazon 1995 - 2015 Digitization of retail And the future is a hybrid of online and offline. It started with “old” players having to learn the digital world.
- 17. hello@laurenthaug.com © 2017 But now Amazon is opening physical stores.
- 18. hello@laurenthaug.com © 2017 Source:Twitter …and buying supermarket chains. Why?
- 19. hello@laurenthaug.com © 2017 Supermarket Amazon 1995 - 2015 2015 - ? Future = hybrid digital & offline Digitization of retailBecause the future is a hybrid of online and offline! Customers won’t make a difference between online and offline in a few years. They just want to interact with you and have a consistent experience regardless of the channel.
- 20. hello@laurenthaug.com © 2017 The ten types of innovation There are at least 10 times of innovation
- 21. hello@laurenthaug.com © 2017 And by the way, we haven’t invented much… Crowdfunding?
- 22. hello@laurenthaug.com © 2017 You’ve seen it in action at the church, since 2000 years…
- 23. hello@laurenthaug.com © 2017 New tools Do what people need (empathy) New assets (reputation, attention, network) Find the most effective way to do things (common sense) Changing vs not changing New opportunities, new challenges, new competitors Innovate constantly (something we are RE- discovering) What changed What hasn’t changed So remember some things change, but a lot hasn’t changed too!
- 24. hello@laurenthaug.com © 2017 How do events work in the 21st century? Now let’s look at how events work in this day and age
- 25. hello@laurenthaug.com © 2017 $3+M Why does Obama charge $3M to speak at some events….
- 26. hello@laurenthaug.com © 2017 $0 …and TED doesn’t have to pay Bill Gates?
- 27. hello@laurenthaug.com © 2017 $200+M The PSG pays $200M+ for the services of Neymar…
- 28. hello@laurenthaug.com © 2017 $0 …but the Olympics get Federer for free.
- 29. hello@laurenthaug.com © 2017 Why? What’s happening there?
- 30. hello@laurenthaug.com © 2017 Because events are platforms trading today’s key assets
- 31. hello@laurenthaug.com © 2017 Receives: Money Brings: Information Attention Identity By his play Neymar brings information (content) that can be sold. He also brings the attention of his fans, and the PSG becomes “Neymar’s team”.
- 32. hello@laurenthaug.com © 2017 Receives: Experience Attention Identity Brings: Information Identity The players don’t need money because they receive a unique experience, play on the world’s biggest stage (attention) and become “Olympians” which changes their identity and boosts their reputation.
- 33. hello@laurenthaug.com © 2017 Athlete Sponsor Television Federation Olympics Gives: Information Receives: Attention, Experience, Identity Gives: Money Receives: Attention, Identity Gives: Money, Attention Receives: Information Receives: Money, attention This is how the Olympic games work: they trade different assets (currencies) with their key stakeholders (only 4 shown here for simplification)
- 34. hello@laurenthaug.com © 2017 Athlete Sponsor Television Federation Olympics Attention Information MoneyM oney Identity Here is a simplified view of the exchanges that are happening.
- 35. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity What you get from selling services and products. It’s your business model! Everybody’s money is interchangeable. Only way to make a difference with money is via quantity. Content, data, insights, reports, stories, videos, images, text, etc Not to be confused with visibility. Showing something is ont thing, having people pay attention to it is another! Not to be confused with connections. 4 steps: awareness, attention, connection, relationships. Relationship is when you can withstand conflict, and when you can ask people to engage in time consuming tasks. Something that appeals to all senses, important because it can’t be replicated by technology. Reputation, legitimacy, something you trade by endorsing or being endorsed (for example) 21st century key assets What are these key assets?
- 36. hello@laurenthaug.com © 2017 Money Service Information Attention Relationships Experience Identity We tend to think we trade only this… …while we have other “currencies” to trade with people We need to go beyond the money vs service logic
- 37. hello@laurenthaug.com © 2017 How platforms work • They gather currencies / assets and trade them with their key stakeholders. All types of assets get exchanged even if they don’t correspond. For example: money is traded for attention and reputation. • They setup unique, fair, constantly evolving, mutually beneficial exchanges with their stakeholders. • As they assets grow thanks to improving exchanges, they initiate a virtuous circle that increases their impact.
- 38. hello@laurenthaug.com © 2017 How the top events innovate Let’s see how the world top events put these assets into motion to innovate
- 39. hello@laurenthaug.com © 2017 How to innovate with Information
- 40. hello@laurenthaug.com © 2017 The World Economic Forum is selling insights, data and research.
- 41. hello@laurenthaug.com © 2017 Some platforms are now publishing books.
- 42. hello@laurenthaug.com © 2017 Other are entering the education market
- 43. hello@laurenthaug.com © 2017 The School Of Life is even offering therapy!
- 44. hello@laurenthaug.com © 2017 Events can also work with brands on specific topics, putting their insights and network in motion on a specific problem.
- 45. hello@laurenthaug.com © 2017 How to innovate with Money (business model)
- 46. hello@laurenthaug.com © 2017 Summit is pioneering a new business model that consists in buying a mountain and assembling a community and event on it.
- 48. hello@laurenthaug.com © 2017 C2 is letting brands use their infrastructure and know how for their own event
- 49. hello@laurenthaug.com © 2017 Decathlon is using events to encourage customers to try new sports.
- 50. hello@laurenthaug.com © 2017 How to innovate with Relationships
- 51. hello@laurenthaug.com © 2017 La Granja Ibiza is an hotel you need to become a member of, and where they try to build meaningful relationships with customers
- 52. hello@laurenthaug.com © 2017 My personal project www.200ideas.com, VIP dinners with incredible people (in this case, Yves Daccord, Director General of the ICRC)
- 53. hello@laurenthaug.com © 2017 How to innovate with Identity
- 54. hello@laurenthaug.com © 2017 Create an event that, when you are invited to it, puts you in a certain league, like Pictet’s entrepreneur summit.
- 55. hello@laurenthaug.com © 2017 PROGRAMME Grand Connaught Rooms, London, 13 November 2017 09:45 - 10:00 Grand Hall: Welcome to Thinkers50 2017: Stuart Crainer & Des Dearlove 10:00 - 11:00 Grand Hall: MERCHANTS OF WOW! A unique opportunity to hear Tom Peters, one of the pioneers of modern management thinking, in conversation with Nilofer Merchant, the author of The Power of Onlyness. Facilitated by Stuart Crainer. 11:00 - 11:30 THINKERS50 TEA AND NETWORKING 11:30 - 12:30 Edinburgh Room: PANEL DISCUSSION #2 Grand Hall: PANEL DISCUSSION #1 Or create an award show, and make people special by giving them prices!
- 56. hello@laurenthaug.com © 2017 How to innovate with Attention
- 57. hello@laurenthaug.com © 2017 Build a media powerhouse that makes sure anyone who makes it to your channel gets half a million views.
- 58. hello@laurenthaug.com © 2017 Launch new channels, try new things, grow the number of platforms you are on.
- 59. hello@laurenthaug.com © 2017 Try new things, like Datagueule which puts images and animations on top of presentations.
- 60. hello@laurenthaug.com © 2017 How to innovate with Experience
- 61. hello@laurenthaug.com © 2017 Surprise people with fun things like presenters talking via telepresence robots.
- 62. hello@laurenthaug.com © 2017 Put people in the desert, ask artists to create stunning pieces (Burning Man)
- 63. hello@laurenthaug.com © 2017 Put people on a boat and lock them with great speakers for a week (Summit at Sea)
- 64. hello@laurenthaug.com © 2017 Gather all the possible technologies and combine them into a visual and auditive experience
- 65. hello@laurenthaug.com © 2017 How can you put this to work for your meeting
- 66. hello@laurenthaug.com © 2017 Platform Attention Money Information Relationships Experience Identity ExposantJournalists Sponsors PoliticiansAttendees Speakers1. Who are your stakeholders? - Add / remove - Prioritize 2. What are your key assets? - Add / remove - Prioritize - Create asset specific strategy 3. What are the exchanges? - Define who gets what - Define who gives what Ask yourself three questions
- 67. hello@laurenthaug.com © 2017 Clients Prospects Sponsors Experts Speakers Journalists Politicians Step 1: inventory your stakeholders
- 68. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity How do you make money? What products and services do you sell? What information / data / insights / stories do you have? Which media do you own? Who covers what you do? Do you advertise somewhere? Who do you know? Who does your staff know? What experiences can you create for people? Is your brand famous? Do people ask you for endorsement? Step 2: inventory your key assets
- 69. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity Speakers RECEIVE Speaking fee (if high level speaker) Audience attention Online video Media coverage Access to event’s network Event’s experience Event’s reputation Speakers GIVE Presentation / workshop Promotion of event to own community Access to speaker’s network Speakers’ reputation Step 3: for each stakeholder, define which assets they get and give. Ex: speaker
- 70. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity Sponsors RECEIVE Access to exclusive content. Media coverage Access to event’s network Unique experiences for sponsor’s VIPs Event’s reputation Sponsors GIVE Financial support Access to sponsor’s insights Coverage on own media Access to sponsor’s network Sponsor’s reputation Step 3: for each stakeholder, define which assets they get and give. Ex: sponsor
- 71. hello@laurenthaug.com © 2017 How to innovate then?
- 73. hello@laurenthaug.com © 2017 Paid participants Sponsors Speakers Exposant Journalists Politicians Next generations New industries New cultures Etc.. What new stakeholders can you add?
- 74. hello@laurenthaug.com © 2017 Grow key assets
- 75. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity Find more sponsors Launch new services Develop new revenue streams Gather data on participants before, during and after event Interact with speakers during their preparation to better understand what they work on and cover it Launch more owned media Get more media and social media coverage Develop paid media capabilities Have a real strategy to grow networks. Develop referral program within the community. Inventory every single connection of each member of your community Develop smaller events to exist between big meet ups Improve participant / public / sponsor experience Develop new experiences using new technologies (VR, AR, etc) Consolidate brand through rituals and use of history. Leverage speakers and attendees personal brands to grow your brand. Which assets can you grow? How?
- 77. hello@laurenthaug.com © 2017 Money Content Attention Relationships Experience Legitimacy SPEAKERS RECEIVE Speaking fee (if high level speaker) Speakers can receive content from community Audience attention Online video Media coverage Access to event’s network Event’s experience Event’s legitimacy SPEAKERS GIVE Paid speaking slots? Presentation / workshop Promotion of event to own community Access to speaker’s network Speakers can take a small group of people through a particular experience Speakers’ legitimacy Improve your exchanges?
- 78. hello@laurenthaug.com © 2017 hello@laurenthaug.com Need help putting this into motion? Got a question or feedback? Get in touch!
- 79. hello@laurenthaug.com © 2017 Practical exercise
- 80. hello@laurenthaug.com © 2017 List your stakeholders
- 81. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity What are the activities you do that generate cash? What exclusive content, information or data do you own? Which media do you own? Which media can you earn (press coverage)? Which media can you buy? Who do you know? Who does your organization know? What can you ask to these people? What experiences money can’t buy do you have access to? What tokens of identity can you give people (diplomas statuses)? What mechanism do you have in place to establish your identity and reputation? Inventory your assets
- 82. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity How to you make more money? Improve your business model, add new clients, etc. What new content can you create? What data can you capture? What knowledge can you produce? Can you launch new communication channels (“owned media”)? Can you get more press coverage (“earned media”)? How can you grow your network? How can you improve your relationships with the people you know? What experiences could you create by leveraging your assets and network? How can you grow your reputation? Explain how you can grow each asset
- 83. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 84. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 85. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 86. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 87. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 88. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 89. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 90. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 91. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 92. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give
- 93. hello@laurenthaug.com © 2017 Money Information Attention Relationships Experience Identity RECEIVES GIVES For each stakeholder, define which assets they get and give