AIPC
The human touch of event technology
SVEN BOSSU, CEO OF THE INTERNATIONAL ASSOCIATION OF CONVENTION CENTRES( AIPC), OFFERS SOME THOUGHTS ON BRIDGING THE TECHNOLOGY / HUMAN TOUCH GAP IN EVENTS
E vent technology is
evolving quickly. And where technology is often used to become more efficient – e. g., sales, operations, etc. – it can also be used to strengthen human connection. In order to do so, it needs to focus on three elements: personalisation, participation and interaction.
Watching my adult children( 18 and 22), I sometimes wonder how they would blend into business events. What would their expectations be? How would they value the content presented? Would they use the queues lining up for coffee as a platform to meet new people? I will find out later this year, when I take my son to an industry event( he actually already organised a“ job fair” event earlier this year with some other students, attracting over 1,000 delegates and 120 companies, so he’ s not entirely unfamiliar with events).
What is clear, is that technology can and will play a big role, if two important rules are applied: 1) If technology replaces interaction, it’ s probably the wrong use. 2) If technology enables interaction, it’ s the right use.
So the first thing you want to do is remove friction. If participants do no longer need to worry about logistics,
Above: Sven Bossu
due to smart wayfinding, automated scheduling and a seamless check-in, they can focus on what matters, which is human connection. But it will take more than that. This upcoming generation is very much used to personalisation, so when they go to events, they expect the same. So you need to come up with almost individual tracks, for which far more data will be needed than just the name of the person and the company she / he works for and making the delegates feel understood. Question is: where do you find that information? A revamped registration process might be a first step.
Networking will also drastically change and technology can be extremely powerful at helping delegates meet the right people. Using AI and data on the delegate profiles, recommendations can be proposed for networking and conversation starters can be proposed, to take away awkwardness(= friction) to connect. Even serendipity can be‘ organised’, for example through meetups. And there’ s of course the magical world of gamification, which allows to connect people in a playful and meaningful way.
Finally, technology will also give a platform to participants who are reluctant to speak up. At many events I attend there are lots of participants who have ideas and opinions, who could be of value to the other participants, but they don’ t get shared because of a reluctance to stand up and get the attention( whereas some others love to get the attention, but sometimes don’ t have anything relevant to say). By allowing the use of technology, these silent voices can be heard, making the discussions more inclusive.
I really believe technology offers lots of opportunities, if applied in the right way – which is also the theme of the AIPC Annual Conference in Bilbao( 28 June – 1 July): Bridging The Gap. See you there! n
ISSUE 142 / CONFERENCE & MEETINGS WORLD / 11