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James Feldman of Shift Happens' speech for Meeting Place Mexico 2011 in Puerto Vallarta Mexico. Given to meeting planners and members of the hospitality industry in Mexico to show that ROI isn't just your Return on Investment in terms of capitol, but also your ROI in terms of customer care, repeat business, employee retention, etc. This presentation has some Spanish subtitles. www.shifthappens.com
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Visit ShiftHappens.com for more info ©2011 James D. Feldman – All rights reserved
Customized ROI:Measuring What
Matters Most
Midiendo lo que val mas
Visit ShiftHappens.com for more info ©2011 James D. Feldman – All rights reserved
How am I going to make you a ROCK STARto your CEO?
Como te voy a aser una estrella de rock para to jefe?
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To survive change we must innovate…• Forget everything we know• Live in the future• Appreciate WISDOM• Forget permanence • Change our focus• Get excited and accept risk• Think ‘Clear and Present’ Opportunities
Para sobrevivir debemos cambir…
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Expand your audience• Old model was a physical presence at
the main venue.• New model is that experience extends
to Regional Hubs and Small Group Sites.
• They want a choice.• They want to be engaged.
Abre tu audencia
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The internet has changed the way we do things.
Visualization overshadows all other senses.
The more you engage actively with the participants the more knowledge is created.
El internet ase cambios como nosotros asemos cosas.
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You need to prove ROI.Technology can help.
Debes probarte el ROI.Technologia te puede ayudar.
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Participatory learning for audience type:
Complexity of event• One hour seminar is less complex than a
three-day conferenceMore Horizontal Structures• Peer to peer• More collaboration• Informal and Formal Opportunities
Preparte y aprende para tipo audencia:
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What are the barriers?• It’s a shift… and how you change depends on
your audience.• Organizers releasing control and letting
things grow organically.• Money is always an issue.• Interdisciplinary ground rules.
Quales son tus barreras?
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Why do we focus on education and talking heads?
...and passive listeners?Industry & styles all SHIFT over time. Conferences & events, have virtually remained the same. WHY?
Porque nos enfocamos en la education y cabezas ablando?
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We are still in a clone culture.
It’s time to SHIFT our thinking.
Todavia estamos en la coltura del clon.Es tiempo para cabia como pensamos.
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You need to dispel old MYTHS
Tu debes de desase ideas vijas
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Myths• Too Hard – NOT - There is a system and process• Not Possible for SOFT events• Only Applicable for Corporate - Good for
providing necessary value• Too Expensive - Do it for small percentage of
events.• Can’t isolate the influence of various factors.
Ideas vijas
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What Do YOU Measure?
Que es lo que mides?
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How Do You Communicate?
Tweet about this speech:
#ShiftHappens
Como te comunicas?
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• 87% of US population are mobile users• 98% of all mobile handsets in the US
have SMS capabilities• 68.7 million US Citizens use SMS and
text services• SMS users are twice that of active
email users• In 2009 over 75 billion SMS were sent
monthly in US.
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It’s time to talk in the language of business
This is not a secret language. It must be the ‘voice’ of everyone in attendance including the planners.
Es tiempo de ablar el lenguaje de negocios
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Embrace ROI
RETURN ON IDEASAbras ROI
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Embrace ROI• Immediate• Affordable• Effective• Targeted• Interactive• Easily Integrated• Measureable• Viral Abrasa ROI
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What questions can I ask today that will get me better ROI than yesterday?• Who is my audience?• What VALUE or specific benefit do I deliver to
my prospects or customers?• What objectives am I trying to achieve with
this event/event?• How will I measure my programs?• Did I focus on the primary objective?• Did I pick the right partner(s)?
Que pregunto ahora que me qyudara a mejorar ROI ayer?
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Focus On Results
Enfocate en resultados
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Focus on Planning
Enfocate en planiar
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Focus on Evaluation
Enfocate en evaluacion
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Focus on the
VALUE of the Event
Enfocate el valor del evento
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What do you measure?• Entertainment• Learning• Change Management• Driving Business• Employee Retention
Que es lo que mides
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EducationEducation is an active thing.
It is a process.
You have to do something with the information.
Educacion
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Education is not
just facts, figures
& opinions.
Thinking is critical.
Educacion no es factos, figuras o opiniones. Pensa es critico.
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Your attendees
want to be engaged.
Tweet unto others as you want others to Tweet unto you.Tu audencia queren sen conprometidos.
Tweet about it
#ShiftHappens
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Transition to a
networked learning.
Be interactive
without walls.
Una transision al networ es aprendar.Se interactivo in paredes.
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Difference between
engaged and
participation?
Diferecia entre compromiso yy participar?
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You have to
be engaged to
participate.
Debe comprometere para participar.
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#1 Reaction/Sati
sfaction
This is the normal measure#1 – Reacion/satisfacion
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#2 Learning
Should be measured 80%-90% of event#2 - Aprender
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#3 Application
Post Conference Measure: How did they implement what they learned?How did it benefit our business?#3 - Applicacion
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#4 IMPACT
Did Shift Happen?#4 - Impacto
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#5 It’s about $$
$
5% of event ROI is about money.It should only be the goal for about 5% or less of your events.#5 – Es todo de $$$ dinero
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This is YOUR future
SHIFT to your participants. Focus on 10 minute chunks of information or ‘WOW!’ Make participants feel more connected and engaged.Este es tu futuro
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Join the conversation
@ShiftHappensNow
http://www.linkedin.com/in/jamesfeldman
http://www.youtube.com/user/jimfeldman
http://www.facebook.com/pages/Shift-Happens/200897355099
Tweet about this speech using #ShiftHappens