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Future Proofing Your Career:Staying Relevant in the
Age of AutomationPresented by:
Dan BergerFounder, CEO Social Tables
Presenter-Audience Contract
You can share everything you see (#PCMA) & ask me questions (@danberger) on Twitter
No need to take notes! I can send you the
deck if you email me [email protected].
Your time is valuable so feel free to leave at any
time.
I am a participant.
I am a planner.
I am a supplier.
100 employees
Raised $22 million
Founded in 2011
Social Tables is a turnkey event sales and services platform
Event Sales Solutions
Diagramming
Seating
Attendee Management
Event Services Solutions
Lead Capture
RFP Management
Sales Enablement
Out Now: Free Tools for Planners
● Free diagramming, seating, and check-in tools for planners
● Free search & discovery platform with access to thousands of floor plans at search.socialtables.com
4,800 customers creating
2+ million events with
300+ million participants
I am a participant.
I am a planner.
I am a believer.
I am a supplier.
Sample of the 50+ awards Social Tables and its leadership have received.
We envision a world where every face-to-face event achieves great things.
AUDIENCE QUESTION
Why did you choose to come to this session?
1. Understand the way technology has impacted our careers
2. Discover opportunities to advance our professional development
3. Examine strategies to manage these changes
@danberger | #PCMA
Learning Objectives
1. Understand the way technology has impacted our careers
2. Discover opportunities to advance our professional development
3. Examine strategies to manage these changes
@danberger | #PCMA
Learning Objective #1
P2P DISCUSSION
How has meeting planning changed over the past two decades?
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 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.
1. Understand the way technology has impacted our careers
2. Discover opportunities to advance our professional development
3. Examine strategies to manage these changes
@danberger | #PCMA
Learning Objective #2 & 3
KEY THOUGHT
If so much has changed in the past 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 traditional work.
KEY THOUGHT
What can we do prepare?
Step 1: Relax.
@danberger | #PCMA
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.
● Deploys computers to chip away at the tasks humans perform.
@danberger | #PCMA
Automation vs. Augmentation
Augmentation
● Starts with what humans do today and figures out how that work could be deepened rather than diminished by a greater use of machines.
Adapted from Beyond Automation, HBR, 2015
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 | #PCMA
Human-centered automation
Step 3: Reimagine.
@danberger | #PCMA
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.
AV techs Learning partners
Caterers Experience curators
Meeting planners Event strategists
@danberger | #PCMA
What Do Redesigned Jobs Look Like In Hospitality?
Hotel sales people Meeting consultants
The 5 Career Choices You Can Make Right Now
@danberger | #PCMA
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 | #PCMA
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 | #PCMA
● You understand your business well.
● You are the consummate improver. 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.
● You are a self-starter.
Step Up - Is it for me?
Adapted from Beyond Automation, HBR, 2015
@danberger | #PCMA
Step Up - Examples
Adapted from Beyond Automation, HBR, 2015
● 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.
@danberger | #PCMA
Step Up - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
● Get additional responsibility in your current role.
● Be promoted to a new role inside your organization.
● Switch jobs
● Make more money
● Perform your current job better.
@danberger | #PCMA
Step Up - L&D opportunities
Adapted from Beyond Automation, HBR, 2015
● 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.
@danberger | #PCMA
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 | #PCMA
● You are hyper focused on development and networking
● You are a risk taker
● You are creative
● You are recognized for your special skills and abilities.
Step Narrowly - Is it for me?
Adapted from Beyond Automation, HBR, 2015
@danberger | #PCMA
● 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 a certain persona.
● A supplier who has changed their product to resonate with a specific market
Step Narrowly - Examples
Adapted from Beyond Automation, HBR, 2015
@danberger | #PCMA
Step Narrowly - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
● Be known as a subject matter expert
● Connect with people because they are drawn to you by your reputation
● Be respected for your unique expertise
@danberger | #PCMA
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 | #PCMA
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 | #PCMA
● You are analytical.
● You always ask why.
● You enjoy puzzles and problem solving.
● You love data
● You enjoy budgeting or personal finance
Step In - Is it for me?
Adapted from Beyond Automation, HBR, 2015
@danberger | #PCMA
Step In - Examples
Adapted from Beyond Automation, HBR, 2015
● A hotel sales person who likes to help with forecasting.
● A meeting planner who enjoys budgeting.
● An event coordinator who designs and studies surveys.
@danberger | #PCMA
Step In - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
● Develop a deeper understanding of why things are they way they are
● Help improve your organization and personal productivity
● Become even more technical
● Make way more money
@danberger | #PCMA
Step In - L&D opportunities
Adapted from Beyond Automation, HBR, 2015
● Learn statistics
● Learn about information architecture and effective presentations
● Study visual communication and learn graphic design to create infographics
● Practice giving better presentations
● Join ToastMasters
@danberger | #PCMA
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 | #PCMA
● 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 | #PCMA
Step Forward - Examples
● You are an individual contributor in the industry who sees opportunities to improve existing systems.
● You are in a tangential role to meeting planning (e.g. revenue management, analytics, or sales operations)
● You have automated parts of your job through new technology.
Adapted from Beyond Automation, HBR, 2015
@danberger | #PCMA
Step Forward - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
● 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.
● Create personal wealth (if it works out)
● Switch careers
@danberger | #PCMA
Step Forward - L&D opportunities
Adapted from Beyond Automation, HBR, 2015
● Learn to code at codeacademy.com
● Create models in Excel
● Attend coding meetups
● Listen to technical podcasts or watch technical youtube talks
● Invest in crypto
@danberger | #PCMA
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 | #PCMA
The Value of Work
Automation Will Make Us Rethink What a “Job” Really Is
@danberger | #PCMA
● 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 | #PCMA
Step Aside - Examples
Adapted from Beyond Automation, HBR, 2015
● 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.
@danberger | #PCMA
Step Aside - Ideal outcome
Adapted from Beyond Automation, HBR, 2015
● Develop the people who work for you.
● Get recognized for being an awesome boss and mentor.
@danberger | #PCMA
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, or similar books
● 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
Learn More...socialtables.com/signup
1 (877) 973-2863
Dan BergerFounder, CEO Social Tables@[email protected]